This week Ariel has enhanced their complete product range
through the launch of a new stain removal product – Actilift.
Whilst technology plays an important role in FMCG, its targeting
and use is different for food and drink.
FMCG products can be
broadly split into two sectors when it comes to technology:
- Better
efficacy – Toiletries, household goods, air care, detergents
- Better
taste and convenience – Food and Drink
Using technology in food
and drink requires us to examine whether the benefits that technology brings
actually delivers a benefit to the consumer which is motivating enough to
persuade the consumer to switch to your brand.
Ariel clearly believe
that they have identified a technology which will elevate them above Unilever’s
products. The growth of Vanish over the years shows that consumers use stain
removers to give their laundry detergent a helping hand to clean their clothes.
Incorporating a stain remover in their laundry products is a simple yet
potentially highly effective strategy at capturing market share from Persil,
which could if the Actilift meets consumers expectations, also harm the growth
of Vanish.
Promises, Promises
Using a technology
platform is a standard approach for non-food and drink products in the supermarket.
Better, stronger, more effective and faster are the key elements that all manufacturers
in this sector push for, as it drives sales. Critically, the product has to
meet the expectations raised by claims made in the advertising campaigns. Ariel
is making substantial marketing claims about Actilift, and it will need to deliver
on its promises regarding stain removal if Ariel is to convert consumers to its
products. Failure, as Persil found in the 1990’s with Persil Power, can be very
costly and significantly damage your brand.
Convenience
In food and drink,
technology has been used to push convenience for the consumer, and where
possible, improve the taste of the product. Efficacy is less of an issue, and
as such, identifying the performance of a new food and drink product is much
more complex than an improved household good or cleaning product.
Technology is playing a
huge part in the development of new packaging, quicker preparation of food,
longer shelf life and better texture of food. The advancements have enabled
manufacturers to produce better flavoured and textured food, with more
attractive packaging and a longer shelf life, all contributing to consumer
benefits which in turn leads to enhanced sales.
Food and drink is also very
emotional, and research needs to capture the impact of a change on consumer
emotions towards the brand.
Here at The Oxford
Research Agency we work alongside the world’s leading FMCG companies from
ideation through to launch to ensure that only winning ideas make it to market.
We do this using an integrated and traceable NPD programme:
Screen and develop ideas: Testing insight and concepts at an early stage to identify the
clear winners
Identify the volume potential of concepts: Developing
winning concepts and identifying clear volume performance, prior to any
product development taking place
Reviewing your range: Prior to launching, reviewing your range potential to ensure it
is maximised to meet the needs of all consumers.
Communicating key benefits: Identifying and communicating the key triggers (founded in the
product itself) to ensure a successful marketing campaign and launch.
At The Oxford Research
Agency and our qualitative agency Mimosa, we use a fully integrated NPD
approach for screening, evaluating and optimising new product launches. Used by
over 20 of the Top 50 FMCG companies in the world, it helps us generate more
successful product launches - over 4 times the market average (as measured by
Nielsen).
Find out how we help you get ahead by contacting John Whittaker
on +44 (0)1865 72 82 72, or at john.whittaker@tora.co.uk or by visiting our website at www.tora.co.uk
For qualitative understanding call Sunita, Emma or John on +44 (0)1865 20 84 03
or contact info@mimosa-qual.com.
