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ePaper created 2015-04-29, 11:32:09 | version 1.38.0
Basic principles of a concept Insight: consumer need or wish Benefit: description of the product properties fulfilling their respective need Reason-to- believe: technology or ingredient asa proof of product benefit that would fit the bill, too”. But instead of your company hitting a mark with consumers, it’s the competition who does it. Before the consumer product comes into play, you have to convince both internal and external clients of your development. Clients in this case can be manufacturers of fast moving consumer goods (FMCG) or your own brand management colleagues. Do these clients realize the full po- tential of the new development, as well as the wide range of its applications? Do they really understand the con- sumer needs that can be met with your technology? From test tube to consumer The new discipline of research mar- keting already takes the consumer into account in an early and rather rational- minded stage. Simply put, potential consumer products should be taken in- to consideration as early as possible: Which product benefits does the devel- opment achieve? How can the benefits be expressed in an emotionally ap- pealing way? It is crucial to inspire internal and external clients with innovative prod- uct ideas that illustrate the business potential. Product ideas should be showcased with • target group descriptions bringing authentic personalities to life • product benefits that trigger a “must have”-feeling • visualised explanations of how the ingredient works. This verbal description of an idea is called a product concept. A good con- cept delivers innovative product prom- ises, and it inspires you emotionally as well as intellectually. Usually, R&D Ute Doepner-Reichenbach, Diana Sexauer, Heike Störmer-Kuk, Managing Directors (from left to right), SpringPool, Dreieich, Germany info@springpool.de, www.springpool.de Consumers asked about their wishes mostly list the existing offerings already on the shelves photo:CandyBox,Shutterstock.com marketing projects translate a technol- ogy or ingredient into a couple of dif- ferent product concepts. They may vary in target group and benefit. A successful product concept re- quires more than know-how about technology and its potential. It also re- quires a deep understanding of con- sumers. If you ask consumers about their wishes, they list the existing offer- ings that are already on the shelf. If you want to successfully position an inno- vative technology, you should be able to anticipate the needs of tomorrow and beyond. Socio-cultural trends lead to ideas relevant for the future To understand the consumer of to- morrow, you have to be aware of socio- cultural trends. Knowing them helps forecast changes in consumer habits and show how attitudes are evolving. Attitudes change habits and changed habits lead to new product needs. Working with trends is absolutely essential in the early innovation stages – e.g. using trends to define the R&D search fields of the future. Thus, it is consumer relevance that substantially increases the success probability of innovations. COS1505_20_Springpool_COS1409_10_Van_Hoeven_GB 27.04.15 07:15 Seite 21 COS1505_20_Springpool_COS1409_10_Van_Hoeven_GB 27.04.1507:15 Seite 21