Developing and Testing Product Claims – A Holistic, Consumer-Focused Approach Kristin Fleming Bill Salokar Clorox SKIM The Quirk’s Event 2017 1 1
Kingsford History 2 2
Our research objectives • Identify the most appealing claims for Kingsford Blue Bag and Match Light • Determine the optimal combination of on- pack claims while assessing interactions with Kingsford’s new premium products and Private Label • Identify the claims that most successfully drive differentiation in a credible way and why certain claims are more effective than others 3 3
The research consisted of three phases 1 2 3 Claimstorm MaxDiff Conjoint Claim generation workshop Screen through claims for Top claims are evaluated in a organized by SKIM and Blue Bag and Match Light with realistic competitive context utilizing our communications the objective of creating a including premium products expertise to generate claims shortlist that will be used as and Private Label in order to for Kingsford Blue Bag and input in phase 3 assess interactions with these Match Light products 4 4
Claimstorm 5 5
Workshop Outline Introduction Experiencing Best Practices Refinement Individual the mind of Welcome round, Brainstorming After messages have Divide into groups to the consumer outline of objectives been created without apply the messaging To avoid groupthink and structure of the constraints, SKIM will principles to those Exercise to get and encourage workshop, and an share its message created in participants thinking creativity everyone will introduction to the generation principles the previous like target write down their own Kingsford brand brainstorm session, consumers, by messages on cards with the goal to further having products on that will later be strengthen them hand to use shared with the full room 6 6
Important claimstorming considerations Thinking as a Maximize the consumer Groups potential Encourage Critical Thinking 7 7
Let’s have a cookout! 8 8
Now inside to brainstorm 9 9
What makes for a winning claim? Avoid Pitfalls Key Criteria Promise value: message benefits that Be positive: offer something positive the consumer is in need of or aspires to instead of avoiding something negative Be respectful: do not be condescending, Be specific: describe precisely what tangible benefits your product will deliver presumptuous or offending in any way Avoid jargon: use words that are Put key benefit first: you only have a split meaningful to consumers instead of second to capture consumers’ attention technical jargon Set yourself apart: differentiate your Avoid humor: be direct and focus on message through unique benefits or efficiently getting your value message ‘Reasons -to- Believe’ across 10 10
Interactive and engaging training Avoid Pitfalls Key Criteria Be Positive More Gentle hair removal with our new Less painful shaving hair removal system with our new shaving system instead of avoiding something negative 11
Interactive and engaging training Avoid Pitfalls Key Criteria Avoid Jargon Contains essential minerals for Contains healthy growth calcium and and zinc for healthy development growth and development words that are meaningful to consumers instead of technical lingo 12
Interactive and engaging training Avoid Pitfalls Key Criteria Avoid Humor Be direct and focus on efficiently getting your value proposition across 13
Preparation & Validation 14 14
MaxDiff for Screening 15 15
Choice-Based Conjoint Analysis for Prioritization Product availability, in addition to claims for Original, Match Light, and Professional varied from Respondents screen to were asked if screen. they would purchase their selection in reality. 16 16
What we learned CURRENT Ultimate Performance Keeps the BBQ Ready in 10 Minutes Premium Wood Char for a TBD Going Longer No Lighter Fluid Needed Hot, Consistent Burn Ready 25% Faster FUTURE Hotter, More Consistent The Way BBQ Lights Instantly Every Burns 25% Longer BurnPremium Wood Char Should Taste Time More Premium Char for Professional-Quality Ready 25% Faster No Lighter Fluid Needed Blend in Every Briquet Results 17 17
What we did NEW PACKAGING NEW CREATIVE 18 18
Thank You! Kristin Fleming Clorox Bill Salokar SKIM 19 19
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