Concept Optimization

Concept Optimization

Are you looking to optimize your concept proposition to communicate the benefits
that resonate best with target consumers?

Concept Optimization
 

Our Philosophy

To develop the optimum proposition which is capable to deliver the brand strategy it is imperative to design a superior brand experience which delights the consumer and establishes a clear brand and product differentiation from competition. This requires the following:
  • Clear definition of the target consumer
  • Powerful communication of the benefits that are appreciated by the target consumer.
  • Technical advantages capable to support competitive claims
  • Superior value based on well balanced and competitive benefits to price ratio.

Our Approach

  • We use an iterative process which leverages a number of techniques which break down concept statements into primary elements to identify the hot buttons that resonate most with target consumers and which are most relevant to them.
  • We build on consumer insights, consumer beliefs, and category drivers to define and optimize the conceptual framework. Each framework will consist of the following components:


Concept Optimization


Case Study

Opportunity
A market leader in Performance Chemicals identified an opportunity to leverage their flagship brand to establish a foothold in the attractive Oil Stabilizers space. The Oil Stabilizer concept they initially developed lacked differentiation and had poor value perception relative to a very well entrenched competition. The concept needed to be repositioned not only to justify the development and launch of a superior initiative that has the potential to win but also to identify a stream of initiatives to support the brand’s leadership in the future.

How we did it
We used deep dive one-on-one qualitative research, on-line discussion boards and product usage video diary to generate a comprehensive analysis of Oil Stabilizers, and an assessment of the opportunity and its challenges. We identified concept differentiation as a key challenge for a market entry because going head to head against a well entrenched competition was expected to be very costly from a marketing standpoint. To overcome this issue we went after repositioning and reframing the concept to maximize the points of difference and value perception. The approach addressed all key elements of a powerful concept, including: key benefit; point of distinction; impact on life; current belief; technical levers; and the visuals and demos needed as a reason to believe.

Results
We repositioned the concept behind the core benefit of oil stabilization with two key points of difference, moisture removal and reliable lubrication, which bridged the performance deficiencies of the two lead competitive brands. The Dual Action concept also provided a platform for the next generation All-in-One initiative which was slotted to further drive the initiative in the market place.

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Cincinnati, Ohio 45242 USA
Phone: +1 513 842 6300
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