Key success factors for the launch of this innovation
Scope: Global
Categories: Home Care
Client: International leader
Business Issue: How to best launch an innovation requiring consumer behavior change
How :
- Understanding key consumer levers for changing behaviors
- Store checks in Europe, Latam, USA
- Development of a comprehensive analytical frame : Price Gap, Pack Type, Promotional and Advertising support model at launch and after, claimed benefits, business results
- Analysis of 11 success and failures cases in adjacent categories, leveraging similar behavioral change
Outcome :
- A clear set of Do & Don’t
- A set of 5 success factors, detailed across : Benefits, Communication, Content, Trigger, Pack & Promotion