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Developing and Testing Product Claims
– A Holistic, Consumer-Focused Approach
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Kristin Fleming Bill Salokar Clorox SKIM
The Quirk’s Event 2017
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Kingsford History
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Developing and Testing Product Claims A Holistic, Consumer-Focused - - PowerPoint PPT Presentation
Developing and Testing Product Claims A Holistic, Consumer-Focused - - PowerPoint PPT Presentation
Developing and Testing Product Claims A Holistic, Consumer-Focused Approach Kristin Fleming Bill Salokar Clorox SKIM The Quirks Event 2017 1 1 Kingsford History 2 2 Our research objectives Identify the most appealing claims for
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Our research objectives
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- Identify the most appealing claims for
Kingsford Blue Bag and Match Light
- Determine the optimal combination of on-
pack claims while assessing interactions with Kingsford’s new premium products and Private Label
- Identify the claims that most successfully
drive differentiation in a credible way and why certain claims are more effective than
- thers
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The research consisted of three phases
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1 2 3
Claimstorm MaxDiff Conjoint
Claim generation workshop
- rganized by SKIM and
utilizing our communications expertise to generate claims for Kingsford Blue Bag and Match Light Screen through claims for Blue Bag and Match Light with the objective of creating a shortlist that will be used as input in phase 3 Top claims are evaluated in a realistic competitive context including premium products and Private Label in order to assess interactions with these products
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Claimstorm
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Workshop Outline
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Introduction
Welcome round,
- utline of objectives
and structure of the workshop, and an introduction to the Kingsford brand
Experiencing the mind of the consumer
Exercise to get participants thinking like target consumers, by having products on hand to use
Individual Brainstorming
To avoid groupthink and encourage creativity everyone will write down their own messages on cards that will later be shared with the full room
Best Practices
After messages have been created without constraints, SKIM will share its message generation principles
Refinement
Divide into groups to apply the messaging principles to those created in the previous brainstorm session, with the goal to further strengthen them
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Important claimstorming considerations
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Thinking as a consumer Maximize the Groups potential Encourage Critical Thinking
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Let’s have a cookout!
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Now inside to brainstorm
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What makes for a winning claim?
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Key Criteria Avoid Pitfalls
Promise value: message benefits that the consumer is in need of or aspires to Be specific: describe precisely what tangible benefits your product will deliver Put key benefit first: you only have a split second to capture consumers’ attention Set yourself apart: differentiate your message through unique benefits or ‘Reasons-to-Believe’ Be positive: offer something positive instead of avoiding something negative Be respectful: do not be condescending, presumptuous or offending in any way Avoid jargon: use words that are meaningful to consumers instead of technical jargon Avoid humor: be direct and focus on efficiently getting your value message across
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Interactive and engaging training
Key Criteria Avoid Pitfalls More Gentle hair removal with our new shaving system Less painful hair removal with our new shaving system
Be Positive instead of avoiding something negative
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Interactive and engaging training
Key Criteria Avoid Pitfalls Contains essential minerals for healthy growth and development Contains calcium and zinc for healthy growth and development
Avoid Jargon words that are meaningful to consumers instead of technical lingo
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Interactive and engaging training
Key Criteria Avoid Pitfalls
Avoid Humor Be direct and focus on efficiently getting your value proposition across
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Preparation & Validation
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MaxDiff for Screening
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Choice-Based Conjoint Analysis for Prioritization
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Product availability, in addition to claims for Original, Match Light, and Professional varied from screen to screen. Respondents were asked if they would purchase their selection in reality.
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What we learned
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Ultimate Performance Premium Wood Char for a Hot, Consistent Burn TBD Keeps the BBQ Going Longer Ready 25% Faster Ready in 10 Minutes No Lighter Fluid Needed The Way BBQ Should Taste Ready 25% Faster Lights Instantly Every Time No Lighter Fluid Needed Hotter, More Consistent BurnPremium Wood Char for Professional-Quality Results Burns 25% Longer More Premium Char Blend in Every Briquet
CURRENT FUTURE
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What we did
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NEW CREATIVE NEW PACKAGING
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Kristin Fleming Clorox Bill Salokar SKIM
Thank You!
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