HOW A PERSONAL CARE PRODUCT MANUFACTURER

FIGURED OUT WHAT THEY HAD TO DO TO INCREASE SALES

I recently conducted an online survey for a manufacturer of personal care products.   They were losing sales to a lower priced competitive product that did not work as well and wasn't as safe to use but which was being heavily advertised.   My client felt that the current package did not do a good enough job of emphasizing the competitive advantages of their product.  So, they came up with two new package designs. 

Before they decided on which design to go with, they came to me to find out what my proprietary HomeTrend Influentials Panel thought of the two new designs compared to the existing package design. 

First, the survey respondents viewed an image of the current package and were asked how likely they would be to stop and pick up the package to find out more about the product and how likely they would be to purchase the product.  

In the next section of the survey, the respondents were asked to look at the two new package designs and to decide which of the three packages was best at grabbing their attention, at communicating what the product does, at convincing them that the product could solve their problem, and finally, which of the three packages was best at making them want to buy the product. 

None of the three package designs was the clear cut winner.  The current package was best of the three packages at grabbing people's attention and at making them want to buy the product.  One of the new package designs was best at communicating what the product does and the other new package design was best at convincing the HIPsters that the product could solve their problem. 

In addition, the study revealed that consumers are very skeptical about this particular product category.  My client's product was not the first product to hit the market claiming to solve this particular problem.  Many of these products had not worked as well as the HIPsters had expected them to.  Based on their prior experience with products in this product category, many HIPsters exhibited an understandable skepticism towards any new product. 

Based on the research, my client concluded that they were already doing a lot of things right with the current package and should consider making some modifications to the current package instead of using either of the new designs.  They also learned that they have to do a much better job of overcoming consumer skepticism.  Somehow, they have to figure out a way to convince prospective purchasers that, unlike those that had come before it, this product really does work. 

Click here if you are wrestling with a marketing dilemma.  We can schedule a no-strings-attached confidential telephone consultation to discuss your problem and possible solutions.

ARE YOU LOSING SLEEP OVER A NEW PRODUCT

YOU ARE GETTING READY TO INTRODUCE?

Are you getting an ulcer because you are on the brink of bringing an innovative new product and are painfully aware that any one of the myriad of decisions you are making on packaging and product design could be the wrong decision?  Do you wish you could find out what real live consumers think of the product or the package but don't have any money to spend on market research?  There is a way to get consumer feedback without spending a lot of money.

Click here if you are interested in learning more about how you can get consumer feedback without having to spend a lot of money. 

MARKETING PROFS' KNOW-HOW EXCHANGE

FORUM GIVES YOU A PLACE TO GO FOR IDEAS AND ADVICE

In the November 2008 issue, I recommended MarketingProfs.com.  This web site is one you should bookmark and visit regularly.  Marketing Profs delivers practical marketing tools and information in many forms, including articles, online seminars, case studies, workshops, templates, benchmark survey reports, buyer's guides, and thought-leader panel discussions.  Membership is free.

In this issue, I want to tell you about one of the Marketing Profs services: Know-How Exchange.  Know-How Exchange is a virtual gathering spot where like-minded professionals get together for advice.

It's a great place to go when you would like to get input from bright marketing professionals.  For example, you could have web site experts critique your web site, you could get tagline or name ideas from branding and name specialists, or you can get PR/advertising ideas from professionals in public relations and advertising.  And the best part, it is FREE.  All you have to do is join Marketing Profs.

Marketing Profs members receive a subscription to the weekly newsletter, Marketing Profs Today, as well as membership in the Know-How Exchange Forum.  Click here to join.