Download e-book for iPad: The Brandgym: A Practical Workout for Boosting Brand and by David Taylor

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This does not do justice to the ideas and, as with most innovation, the man or woman in the street is unlikely to go for them at first viewing. The result in many cases is a low ‘top box’ score, the percentage of people saying they would definitely buy the product. However, launch conditions for the new idea would be different with attractive packaging, heavy advertising and adoption by more adventurous consumers all giving it a better chance of success. If the team are not passionate about the idea and ready to defend it despite the disappointing results, the concept can die a premature death.

Scratching the surface was not enough, the team needed to dig much deeper to understand how to connect with consumers at both a rational and emotional level. 3: Insight techniques and findings on Golden Barrel Technique Example of findings Action 1 Review of literature on the Russian people and their culture Importance of ‘posidel ki ’, being in touch with people; there is no word in Russian for ‘privacy’ Show beer as a shared experience and not solitary 2 Decoding of popular entertainment that featured beer Beer is a light, refreshing drink versus the serious, hard drink of vodka Tone should be light-hearted and carefree 3 Observation of people drinking in the street Beer is drunk direct from the bottle by young people Show drinking from bottle not glass in communication 4 Qualitative exploration of packaging prototypes Quality cues are important to justify price premium Use of gold foil on neck and label 5 Quantitative ‘session tasting’ of different beers Guidance on optimum level of gas and bitterness Finalization of product specification 6 Qualitative groups with different life stages Leading brand Baltika seen as artificial and not close to them Make brand more approachable and in touch with Russian drinkers 7 Accompanied drinking sessions Beer as a ‘five-minute holiday’ to escape from the pressures of life Portray this feeling of escape and freedom in advertising 8 Street visits to see small market stalls where beer is sold Limited shelf space and facings Importance of variants to get shelf space, need for high impact of pack 9 Quantitative segmentation study Sizing of key segments, validation of key needs Confirmed focus on growing segment of younger male drinkers 10 Confirmed volume target could be delivered at a 10% price premium Gave confidence to launch at price premium Price elasticity understand fundamental aspects of the Russian people, such as the importance of being in touch with other people and not being alone.

One marketing director told me the story of where such an approach created a breakthrough on an innovation project in the laundry cleaning arena. He and the brand team passionately believed that delivering washing powder in tablet form was a big idea, much stronger than the planned route of using a cloth bag that would open in the wash. However, there was so much momentum behind the bag idea that the brand team felt it was like banging your head against a brick wall. Consumer data and test results failed to move the senior management, who had invested too much time and money in the other direction and were worried about delaying the launch.

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