fdin packaging conference creating love at first sight pack oxygen
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FDIN Packaging Conference
Creating Love at First Sight Pack OxyGen
Chris Sinclair, Managing Director
30th APRIL 2009
News www.fmcgenews.co.ukViews www.twitter.com/oxfordresearchWeb www.tora.co.ukPhone +44 (0) 1865 72 82 72
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The Oxford Research Agency
• 27 years in NPD Databases for concepts, packs, products and volumetrics
• Team of 50+ researchers Ex- Nestle, Kellogg, Boots, Reckitt Benckiser, Marks & Spencer,
Bases, Ipsos, Milllward Brown, AC Nielsen • Experience in every FMCG category• Research conducted In-home, in-hall, in-store, online,
worldwide• All logistics in-house
Distribution, de-branding & re-packing, etc Online, f2f, chilled, frozen, fresh, ambient
• All DP, Fieldwork and Online in-house
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Two Companies with One Shared Vision
Qual Quant
Deliver the best NPD possible for our clients
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ROI throughout NPD
Early Concept
Screening
Full Concept
Optimiser
Pack-NameOptimisation
Pack Optimisation
Price Optimisation
PromotionalOptimisation
ConceptProductTesting
SimulatedTest
Markets
RangeOptimiser
OxyGenVolumetric Engine
Most, if not all stages, feature packaging
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Packaging is the most under-rated part of the NPD process
• Significantly improving the appeal of your pack increases sales
The equivalent as spending £1.8m on ATL Advertising
• Pack change can seriously damage your brand - 80% change in sales recorded
• But positive effects can be seen Up to +50% increases seen when improving a poor design
Launching new packs with confidence needs excellent market research
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In the last 18 months, we have tested over £2bn worth of pack designs
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To Create Love at First Sight
• How research helps both pack designers and clients alike
• The Pack OxyGen approach and its development Learning from real case studies
• Identifying the impact on sales from changing a pack
• Our Top 10 Packaging Golden Rules
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The pack has many roles
Sales tool
Research should
measure this
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This is where the battle liesDecisions made here will make or break your product
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Pack Designers don’t need Research to tell them how to do their jobs !
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The audience for packaging research is many
• We spoke to Clients and Design Agencies
• Identified that Clients and Pack Designers have different needs from Packaging Research
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Different elements from the research needed for clients and pack designers
• Purchase intent Winning design
• Sales/ volume• Pack diagnostics• Brand Equity• Usability• Differentiation between
flavours• Shelf Standout• Potential improvement routes
• Changes in brand equity• Feedback on
Purchase intent Standout Flavour identification
• Generally do not want consumers/ respondents to tell them directly how to do their job !
Client Pack Designers
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Consumers are Consumers
They are excellent at telling us what they like and dislike
They know what they want to buy
They know when they see a great pack
Stimulus is needed
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Consumers are not pack designers
• They are not equipped with the tools, brand knowledge or the background to design the pack for you
• Research must reflect this and not ask consumers to be designers
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Research needed at different stages of pack development
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Pack OxyGen Approach
Pack OxyGen
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1. Learning from consumers, in-store
• In-store observation & filming
• Interviewing at fixture, post purchase
• Examining other categories for new packs, designs, etc
• All conducted on film, with designer and client in attendance if possible
In-storeUnderstandin
g
Outputs feed into Packaging Design Brief
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2. Pack Enhancement Focus Groups
• Development and screening of packs
• Used to enhance early designs Shelves to test different colours Packs with different communication Structural changes to test ease of use, for instance Move from Glass to Plastic to test Worth Different fonts, icons, etc Communication of flavour, freshness, variety, etc
• Attendance of all involved aids learning and development of final packs
Pack Enhancement Focus Groups
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3. Volumetric Pack Test
• Conducted either face to face or online
• 2 cells – Current and New, tested monadically• Volume output optional• Product placement when structure has changed
Volumetric Pack Test
Recruitment & QualificationShelf Standout
KPI’s
Pack Diagnostics
Fit with Brand/FoodProduct Communication
Pack Hot Spots
Brand EquityOptional Placement
Flavour identification
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Volumetric Pack Test
• Developed from our Volumetric Model Over 3,500 tests and 640+ Validations Every study includes packaging and the competitive set
• Identifies The overall sales impact of the pack change, in sales and units Standout in the competitive set Changes in Brand Equity Packaging Hot Spots
• Research provides the guidance needed for improving the pack design further
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Current
Volume Impact of PackGreen & Red significantly improve volumes over current
Brand Value
(million £)
Volume(millions of
units)
17.3m 16.8m 11.4m
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Green Red
(+51%) (+47%)(vsCurrent)
3131
Better Packaging Can Save You Money
• In research, pack performance = Good
• Launched with inferior pack, reducing volumes by 19%
• Investing £1.8m in advertising to get the same volume generated by a ‘Good’ pack
-20%
-15%
-10%
-5%
0%
5%
10%
15%
Poor Good
£1.8m Ad spend
Pack Visibility
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Volumetric Pack TestMeasuring Standout
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Shelf Standout measured by stopwatch
A B C D
E F G H
I J K L
M N O P
Q R S T
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Stopwatches Measure Time, Not Sales !
• Current ‘found’ in 4.7 seconds
• New ‘found’ in 3.2 seconds
What does this tell us?
• Importantly, should we launch our design based on this information?
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Never use stopwatches in pack researchit will serious damage your sales
• No proven relationship between how fast you can find a product on-shelf and in-market volume
• “Packs with improved ‘speed to find’ in the majority of cases do not generate more volume. Our experience has shown that 1/3rd increase volume, 1/3rd stay the same, and 1/3rd lose volume” – Head of Research, FMCG Client
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Measuring Standout - Online
Which brands do you remember?
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44
12
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New
Competitor 2
Competitor 6
New Pack ShelfCurrent Pack Shelf
Spontaneous Shelf Standout
%
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18
50
Current
Competitor 2
Competitor 6
SPONTANEOUS RECALL FROM DISPLAY
%
Spontaneous Recall from Shelf linked to sales improvement
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Effect On Brand Equity
7351
616
658
2754
4221
1411
2752
Is healthyTastes delicious
Too sweetNot very special
Looks old fashionedMade from fresh ingredients
IndulgentIs natural
Mainly for adultsFor all the family
Mainly for womenMainly for men
Worth paying more forWholesome
New design brings more natural, fresh and wholesome attributes
7546
525
1274
3669
542527
1228
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Is healthyTastes delicious
Too sweetNot very special
Looks old fashionedMade from fresh ingredients
IndulgentIs natural
Mainly for adultsFor all the family
Mainly for womenMainly for men
Worth paying more forWholesome
BASE: (All respondents)
% %
New Design Old Design
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Examining Packs in Detail
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Hot Spots aids interpretation of the pack design
Likes
Dislikes
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3. Volumetric Pack Test
• Conducted either face to face or online
• 2 cells – Current and New, tested monadically• Volume output optional• Product placement when structure has changed
Volumetric Pack Test
Recruitment & QualificationShelf Standout
KPI’s
Pack Diagnostics
Fit with Brand/FoodProduct Communication
Pack Hot Spots
Brand EquityOptional Placement
Flavour identification
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Learning from the market
Case Studies
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Case Study: Macleans Toothpaste Relaunch 2004
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Macleans: Re-Launch Packs, 2004
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Macleans RelaunchSubstantial Change
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Macleans Launch: What Happened?
• Over 8 months a substantial fall in volumes Over 70%
Why? • The new pack lost its identify
Consumers unable to find it as Macleans ‘disappeared’ on the shelf
Brand Equity lost• Category signposts on the pack were removed
Toothpaste, cleanliness, etc• Pack became ‘Own Label’
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Cathedral City
• Volume declined through: Pack broke category sign posts - not seen in the real fixture Zip design made pack ‘Floppy’, hiding brand name
• The repair strategy Heavy sales promotion using Gondola ends and BOGOF
• Design has been a huge success, but costly in the initial launch phase
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Heinz Baked Beans
• Design changed to boost equity and standout under threat of Branston Beans
• Heinz website states that 10.5M labels printed each week (273M over 26 weeks)
• If the increased cost of label, for example, was 0.0002p, cost in 6 months of the design change is £54,600 in labels
Need to sell 120,000 extra tins of beans at 46p to pay for the change...
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The 10 Golden Rules for Packaging
from a research perspective
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10 Golden Rules for Pack Testing
1. When did you last change? 2. Consumers are not pack designers3. Evolution not revolution4. Kill the beauty parade5. Measure real standout & avoid stopwatches6. There is no pot of gold at the end of the rainbow7. Brand equity is king8. Your pack is your everyday sales tool9. Test structural changes in-home, in the hand10. Protect your brand and measure sales impact of the new
pack
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Remember - great design does not overcome bad products
FDIN Packaging Conference
Creating Love at First Sight Pack OxyGen
Chris Sinclair, Managing Director
30th APRIL 2009
News www.fmcgenews.co.ukViews www.twitter.com/oxfordresearchWeb www.tora.co.ukPhone +44 (0) 1865 72 82 72
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