Driving Category Growth @ Point of Purchase

Client – Leading Personal Care and Consumer Electronics European multinational
Region – United Kingdom

Context

  • Client was faced with a challenge of losing 1 in 3 shoppers @ Point of Purchase (PoP) and therefore wanted to drive Category Growth through better focus on Point of Purchase drivers
  • Key objective was to achieve no.1 position in UK Personal Care Category by winning @ Point of Purchase through development of an impactful pack design to communicate and differentiate the brand positioning of the client vis-à-vis competition

Action

  • Asbicon led the entire project on the category from objective definition (Increasing Closure @PoP) to research conceptualisation & execution followed by analysis to provide actionable recommendations on interventions required @PoP
  • Asbicon conceptualised and conducted Focus Group Discussions (FGDs) with the category users and first time buyers to understand the role, requirements and expectation of the packaging in the category using a virtual shelf set up
  • A market shelf environment was simulated to conduct eye tracking tests so as to evaluate the shelf impact of new designs in a competitive environment
  • An online quantitative research with around 650 category users and first time buyers was conducted to further evaluate the winning packs from the qualitiative phase. An interactive 360° view of the packs was created to help capture specific information from the respondents against each particular pack design component

Results

The research provided the following valuable insights to the client:

  • Which protoype has high findability, differentiation, stopping power, holds attention most effectively and has the high purhcase intent
  • If key brand/ product attributes are effectively communicated
  • How client’s products performed against competitors’ products