fresh breeze for your customers
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Fresh Breeze For Your Customers
Design-Relaunch
25.06.2009 ● Seite 3
Learnings From the Brand Core Analysis
• Our positioning is based on the following 4 core pillars:
That is what we stand for…
Love and Proximity Tradition
Made in Germany
Results of an extensive brand core analysis showed deficits of the brand in the dimensions „Contemporary“ and „Emotional“, which should be stressed in the future (EUMARA Marketanalysis 2008, n = 144)
Fulfillment
25.06.2009 ● Seite 4
Design Hitting the Mark
currrent from 2009
Our optimalized packaging design reflects our new
positioning
25.06.2009 ● Seite 5
Emotionality and Contemporary CharacterHave Been Highlighted
60 years of experience and „German Quality“ create trust
Heart gives an emotional trait to the logo
Humana brand stays clearly in focus
„Cuddly-Sheep“ underlines emotionality of the product
Bottle picture shows a realistic picture of the finished product
The Humana Brand Becomes Stronger
25.06.2009 ● Seite 6
For Your Customers – All Important Issues At Once
Visually attractive packaging – high willingness to purchase
Optimalized competitive product description
Feeding stage now more in focus
Clear repeated recognition of the logo
The most important USPs clearly fórmulated in front
Innovative visualisation and strengthening of the multistage concept
25.06.2009 ● Seite 7
Mothers are excited*
They consider …• colors to be mild and friendly• sheep is nice and friendly• design focused and attractive
description of important functional substances especially clear and impressive
• products in general very sympathetic
* EUMARA Packagetest May 2009,n=80, 1/3 Humana-Users + 2/3 Competition-Users
25.06.2009 ● Seite 8
Crucial Results of the Test*
of the respondents have only positive associations related to the optimized packaging design 90%
70% of the respondents have no design related improvement proposals and consider the package to be very attractive
80% of all respondents consider the total impression of the new package to be very good or good
* EUMARA Packagetest May 2009,n=80, 1/3 Humana-Users + 2/3 Competition-Users
25.06.2009 ● Seite 9
In Test the Number 1*
Ø Note: 2,3 2,9 3,4 3,5 4,0 4,9
40% of all respondents prefer the Humana packaging and put it on first place in their ranking
* EUMARA Packagetest May 2009,n=80, 1/3 Humana-Users + 2/3 Competition-Users
25.06.2009 ● Seite 10
Above Average Willigness To Buy
The package creates interest and focuses my attention. I am interested to inquire more about the product advantages and can very well imagine buying the product.
25.06.2009 ● Seite 11
Important Innovations / Changes
• Easier opening of the sachets
• Practical resealable closure of the sachets
• Dauermilch1 is further on Starter formula1
• New article numbers and core data due to changes in packaging size
Activation Concept
25.06.2009 ● Seite 13
Internet Relaunch
• 2010 will be the communication package further on strengthened based on results of the core analysis
• Central element will be the Internet Relaunch, happening already in 4th Quarter 2009
• Target is among others a clear improvement of the interaction with our customers with positive efects on brand image and awareness
Thank you for your attention!
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