Our client, a global leader in personal care, wanted to drive growth by entering a new market in Asia, with a global deodorant brand. Precise direction was needed on how to position the brand for success.
NeedScope provided a focused framework to understand consumer needs, evaluate the positioning of existing brands, inform brand development and outline the market opportunity. Specifically, NeedScope identified the emotive needs driving brand choice and how to satisfy needs through product and brand image (pack symbolism and communications).
This provided a precise understanding of the deodorant market, a clear target audience and a clear path to growth. Existing brands in the market met a wide range of needs, but there were untapped needs in one NeedScope segment – vitality.
In the segment, the underlying needs were more assertive expressions of individuality, articulated in terms of energy and activity. Deodorant needed to make them feel alive, giving a feel of refreshment. Not surprisingly, the type of person who exemplifies this need had an energetic, lively and active personality. We advised the creation of a new deodorant range using the vitality concept with precise direction on product formulation, packaging, positioning for a range of variants.
Precise plans for growth
The range was launched with packaging and communication targeting the vitality segment. It reached a 17 percent share and third position in the market after three months, most of it from the market leader.