excecutive summary case: Dill Vodka In cooperation with Starcke, Kotkamills, and Lignell & Piispanen.

Transcription

1 excecutive summary case: Dill Vodka In cooperation with Starcke, Kotkamills, and Lignell & Piispanen.

2 we measure your sales potential in critical moments x 3 We will evaluate your success in three moments of truth: store, package and product. Our Sense N Insight Score reveals your sales potential compared to your competitors, long before launch. In our experience, only five per cent of the products score over 80 out of 100. store Does your product stand out from the shelf and competitors? package What are the strengths and weaknesses of your package? product How does your product match the consumers wants and needs?

3 case Dill Vodka sample packaging The aim of the study was to measure the sales potential of a packaging (Kotkamills AEGLE 450 g/ m 2 ) compared to a glass. Both and packaging concepts were evaluated in a virtual store, as a package, and by tasting a shot of vodka. research questions Which package stands out best from the shelf? What kind of value do the packages deliver? Does the package have an influence on the sensory quality?

4 case Dill Vodka SNI scores Sense N Insight score provides a holistic evaluation of a product s performance in three critical moments of consumer interaction. For Gustav Dill Vodka, our score reveals that investing in a box will increase the product s sales potential. The overall scores for the and were 52 and 58, respectively. Results for both packagings exceed 50/100, which is the average score for competitiveness. store package product In sensory evaluation, the overall taste of the product, preference, and willingnessto-buy were rated higher when an image of the was available. Both in store and as a package, the box scored higher by increasing shelf differentiation and creating a more prestigious impression of the product.

5 store Package s ability to capture attention among competitors is measured by combining virtual store and eye tracking. heatmap visualisation eye tracking results Respondents noticed the faster than the packaging. 3,3 s. 3,7 s. Based on the heatmap, the wasn t able to capture and hold attention as well as the other products in this category. Respondents viewed the packaging for a longer time. 0,3 s. 1 s. Respondents viewed the packaging more often. More respondents saw the packaging. x 1 68% x 1,5 85% The clearly increased product visibility in the shelf and captured more attention. The clearly captured more attention than the, and it was able to hold attention closer to the decision making moment. When compared to the other products in this category, the box clearly increases attention towards Lignell & Piispanen s Gustav Dill Vodka.

6 package Value of packaging is measured by value profiles, willingness-topay and preference. value profiles Tidiness Durability Convenience Informativeness Appeal Differentiation Imagination Harmony willingness-to-pay 100% Economy Aesthetics 1st impression 2nd impression difference Protection Prestige Expertise 50% Delight Honesty Humanity The value profile was positive all around, and several value segments were rated from 50% up to 90%, indicating the value delivered by the. Respondents willingess-to-pay increased ,5 +1,5 Innovation Confidence Esteem Elegance Ethics Naturalness Pro-environment Recovery Respondents willingness-to-pay increased slightly ,5 +0,5 performance status value experience responsibility opposite For both packagings, the first bids were 26, which is very close to the retail price of the product (27 ). At second impression (i.e. at the end of the evaluation), the average bid for the rose higher than for the. The differences in willingness-to-pay, however, are not significant between the packagings, considering the price category. Tidiness Durability Convenience Informativeness Economy Protection Prestige Expertise Appeal Differentiation Imagination Harmony Aesthetics Delight Honesty Humanity Overall, the s profile is more balanced than the s, indicating a strong contribution to product value. Especially the ratings for experiential value are much higher than for the. Innovation Naturalness Confidence Pro-environment Esteem Elegance Ethics Recovery

7 product Sensory profiles for the products are created by means of sensory analysis or packaging evaluation. sensory profiles product packaging product evaluation stuffy pleasant fresh very bad 2 3 0% 4% strong scent of dill tasty smooth taste mild taste of dill mild aftertaste The communicates the sensory attributes better than the and consumers seem to know better what to expect from the product. 4 30% 80% 5 35% 35% 6 unpleasant pleasant very good 4% 4% In sensory evaluation, the taste of the vodka was generally perceived softer when the respondents were exposed to the image of the. With the image of the, the vodka was perceived stronger in taste. sharp taste stuffy 30% 90% fresh natural tasty mild taste of dill mild scent of dill The created more positive expectations regarding the product, which did not fully meet with the sensory profile.

8 case Dill Vodka research set-up research data Data was collected in September 2017 in Helsinki metropolitan area, Finland. respondents All respondents had purchased spirits for themselves or as a present during the past 12 months. Total number of respondents: N=40 Respondents for store: N=20/concept For package: N=12/concept For product: N=26 Repondents gender distribution: 42% female, 58% male Respondents age range: 45±15 yo. how we support you Better decisions at each stage of the development process. Starting from scratch Discovering the right direction Building confidence for launch Finding solutions after unsuccessful launch partners

9 make decisions based on facts We employ several methods to answer your questions and to measure your sales potential. eye tracking home use test value toolkit EEG central location test questionnaires We d love to hear from you Sales and Marketing Eero Seppälä eero.seppala@senseninsight.com focus groups online tests virtual store We d love to tell you more Partner, Package testing Virpi Korhonen virpi.korhonen@senseninsight.com