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.
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.