Page 4: Turning consumer insights into product concepts
Consumers showed a need for a 'beautifying, caring deodorant'. The team generated ideas on how to address the consumer need.
From these ideas the marketing team created 'product concepts'. These describe the product benefits and how they will meet the consumer needs. Several concepts were written in different ways. These explained and expressed unique product attributes.
The company needed to know which concept was preferred by prospective consumers. It carried out market research to test whether the concepts would work. The research was conducted amongst the desired target market. For Pearl and Beauty, the desired target market was 18-35 year-old women who were beauty-orientated, followed fashion and looked for products with extra benefits.
Quantitative research on the concept was carried out in two test markets (France and Germany). An international company like Beiersdorf must test products in more than one market to assess properly the global appeal.
The concepts were tested monadically. Monadic testing means that the respondent of the test is only shown one concept. This stops the respondent being biased by seeing many variations of the same product concept.
A number of criteria were used to test the concepts:
1) Deodorant category performance measures. These included wetness, dryness, and fragrance. The new concept must deliver generic core benefits.
2) Product attributes specific to the new product and NIVEA core values. The new Pearl and Beauty product has additional benefits to a 'regular' deodorant. For example, it leaves your skin feeling silky and gives you beautiful underarms. Consumers needed to understand and see these benefits.
3) The product needed to be relevant and motivate a consumer to purchase it.
The team chose the 'winning' concept. This best conveyed beauty while remaining relevant to the deodorant category and NIVEA brand.
Next the research team tested various name ideas for the product and developed different designs for the packaging. Packaging design plays a very important role in helping to communicate the image of the product. Pearl and Beauty needed to communicate femininity and sophistication. Pink was a natural colour choice for the packaging. They also used a soft pearlescent container to emphasise the 'pearl extracts' in the product.
Various design ideas were tested using quantitative market research. In addition, this helped to predict the volume of the new products that would be sold, the optimal selling price and the level of switching from existing NIVEA Deodorant and competitor products.