spot on- finding a game changer in a mature market - ruby cha cha & kimberly clark
TRANSCRIPT
Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
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#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014
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Spot On: Finding a game changer in a mature market
By Ellen Baron and Alla Nock Author Details: Ellen Baron (BA – Psychology (Hons)) (PG Mktg); CEO ruby cha cha Sydney, Australia
Alla Nock (BSc – Psychology (Hons)); Marketing Research, Analytics and Capability Manager
Kimberly-Clark Australia
The marketing challenge
…but there were BIG hurdles
1. Grow the
underdeveloped
liner segment
under the U by
Kotex brand
Increase shelf
space for liners
with a
compelling
trade story
2.
UbK target don’t know or understand liners
“What’s a
liner?”
“You do
what with
it?”
Brand and product awareness around liners was poor
Is it like a
pad?
Something
for
Stayfree?
Shelf growing but made little sense
The big questions
1. What could
we solve for?
How much of
a problem
was it?
What was
being used
and when?
How was
category and
POS behaving
in reaction to
this
2. 3.
Workshop
and strategy
session
Co creation
groups with
disruptive
territory development
Online
blogging &
Videography
Semiotic
session
Online
Community
& Offline
Groups
Stage 2 Stage 1
Iterative learning process
4.PLATFORMS 5.CO-CREATION 3.INSPIRATION 1.CONTEXT 2.DISRUPTION
Semiotic
session to
unearth
‘triggers’;
‘cues’;
‘unconcious’
needs
1.CONTEXT
Online
Community &
Offline Groups
9
2.DISRUPTION
Disruptive
methods in
community
“Stars”
progressed
to dynamic
quad
10
What if? Narrative Storytelling Exercise
What if you
bought some
liners and
used them for
a week?
What if you
changed
brands?
What if you
went
without?
What if used
them for
different
purposes?
Online
Community &
Offline Groups
2.RANGE REVIEW
11
Provocation and range review was critical
Online
Community &
Offline Groups
2.RANGE REVIEW
CONFUSION and
poor product
differentiation a
HUGE BARRIER
PACKAGING A
CRITICAL FACTOR
The insight to action We needed to: Reduce the overwhelmingness
of the category
Improve the role for each sku
Provide a compelling
REASON to use for
young women – a credible RTB
INSIGHT
CONSUMER
DRIVEN
GROWTH
PILLAR
Dry Active
From stage 1…liner communication that connects
Stage 2 questions
1. Active habits
and needs
Relevance of
a ‘new liner’
range
Messaging
and claims
that resonate
2. 3.
Community said ‘bring it on’
Online
blogging
3.INSPIRATION
Workshop
4.PLATFORMS A workshop to develop territories
Consumer co-
creation
session
5.CO-CREATION Provocation and narrative storytelling
From product-specific to a consumer friendly occasion-specific range
2012 RANGE 2013 RANGE
NUDE PROTECT SPORT
Xtra-thin 20 Breathable White 30
2012 RANGE 2013 RANGE
Our range look and feel was refreshed and updated
Nude White 20
Xtra-thin White 42
Breathable White 30 & Designs 28
Xtra-thin 20
Nude 30
Protect 30
Sport 30
ON THE GO 30 PACKS: 6 x MINI PURSE PACKS (5 liners): RRP $3.59
Flip Open, Resealable Lid allows for easy
access everyday
Clear and relevant packaging New packaging to educate to drive trial
and usage Mini Purse packs in every pack
Usage Occasion to ‘flag’
consumers Benefit specific
to liner
Clear
Product
attributes
On the Go 30s:
6 x Mini Purse Packs
Easy access, keeps
product in tact, individually
wrapped, with the ability to
use purse packs
The range with very clear needs sold to retailers
Everyday
Freshness
Backup
Protection
Sport Active
Freshness
NUDE PROTECT SPORT
Tip-On (2014) SLAM Event Partnership Women’s Fitness Partnership
Event Sampling Online Sampling TV Advertising
Liners CPI: Don’t Sweat it
U by Kotex
Pillar 1 Pillar 2 Pillar 3 Pillar 4
With a future plan driven by consumer need
25
The results
Keys to game-changer success
Context is
Queen
empathy and
depth through
community
The
consumer is
only ONE part
of the answer
Co-creation
hand pick your
clever
consumers for
best results
#QUAL360 Ramada Hotel Singapore Oct 1 & 2, 2014
Platinum Sponsor Silver Sponsors
Association & Education Partners
Media Partners
Ramada Hotel Singapore October 1 & 2, 2014
#QUAL360
Organized by