Research Awards 2004: FMCG

WINNER

Client: PZ Cussons International

Agency: Frontline Research Consultancy

COMMENDED

Client: Heinz

Agency: TNS

WINNER PZ Cussons' antibacterial handwash range Carex, available in five variants, is the leading brand in its sector with a value share of 25%.

However, while the brand scored highly on the platform of efficiency, it lacked an emotional pull. Recent market entrants had superior cosmetic benefit, rendering Carex even more functional in the consumer's mind.

A consumer research strategy was initiated by agency partner Frontline Research Consultancy to provide guidance on appropriate fragrance directions for each variant to to broaden the brand's appeal and aid its escape from the kitchen.

Using the results of the qualitative research, a brief was prepared for several of the fragrance houses working with PZ Cussons.

Following the fragrance development, quantitative research was carried out on four samples for each variant, in particular comparing spontaneous responses to the different fragrances.

There was clear consumer endorsement for a replacement fragrance for each, and this was integral to Carex's relaunch at the end of 2003.

To make a decision about which fragrance should be taken forward, PZ Cussons developed two key action standards: that the sample scored higher than the current product on overall opinion, and that it equaled or reduced the level of purchase rejection.

COMMENDED

Given the proliferation of the Heinz brand, new product development plays a key role in the company's business strategy. To keep up with the demand for new products, Heinz recognised the need for a standardised approach to product development.

Together with TNS, Heinz established a pan-European concept-testing programme, with the core objective of filtering out the poorer ideas early on, as well as creating a database on which all results could be collated and disseminated, enabling valid cross-category comparisons.

Since the inception of the programme in July 2003, more than 170 concepts have been tested across Europe. About 25% of these have been given the green light to move onto the next stage. As a direct result of the rigours of the programme, Heinz estimates that the cost of bringing products to market will be cut by between 25% and 30%.

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