Our client, a global leader in personal care, wanted to drive growth by entering a new market in Asia, with their global deodorant brand. Precise direction was needed on how to position the brand for success.
NeedScope provided a focused framework to understand consumer needs, evaluate the positioning of existing brands, inform brand development and outline the market opportunity. Specifically, NeedScope identified the emotive needs driving brand choice and how to satisfy needs through product and brand image to create an irresistible brand.
This provided a precise understanding of the deodorant market, a clear target audience and a clear path to growth. Existing brands in the market met a wide range of needs, but there were untapped needs in one NeedScope segment – vitality. By meeting these well a new brand could become the irresistible choice.
In the target segment, the underlying needs were more assertive expressions of individuality, articulated in terms of energy and activity. Deodorant needed to make the people in the target segment feel alive, giving a feel of refreshment. Not surprisingly, the type of person who exemplified this need had an energetic, lively and active personality. We advised the creation of a new deodorant range using the vitality concept with precise direction on product formulation, packaging and a positioning for a range of variants designed to be truly irresistible.
Precise plans for growth
The range was launched with packaging and communication targeting the vitality segment. It reached a 17 percent share and third position in the market after three months, most of it from the market leader. Impressive growth for the client through irresistibility.
For more information please contact Rosie Hawkins.