One of the most challenging problems in product innovation and marketing is hoe to accurately and quickly translate a brand's promise trough a product concept into a product specification. This case study provides an innovative solution to this problem. InsightsNow worked with Campbell to apply behaviour science to rapidly translate thought a co-design methodology. Researchers applied behavioural techniques to identify sensory cues that are part of sensory memories which can be associated with key benefit promised by brand and products concept. This enables the rapid design of four soups for a line launched by Campbell.
The data reported here come from a much larger study involving the marketing language used with fragranced products. The goal of the original set of studies was to identify what language drove interest in a fragranced product, for a set of 30 different products. The products themselves comprised perfumes, health and beauty aids, as well as household products.
This paper draws attention to the importance of perceived coherence between fragrance and concept - as expressed by name, pack, packaging, positioning, and advertising - and claims that products lacking such coherence, will encounter grave difficulties in achieving the desired market success, or very probably even be numbered amongst the failures. This thesis is demonstrated throughout the paper with the help of some fine fragrance case histories. The argument put up, is however equally valid for all other personal and household care product sectors. The case histories shown here, clearly demonstrate several effective scent research oriented methodologies, which have proven successful in arriving at well rounded, homogenous product and brand profiles.
The authors proposed marketing oriented program for revitalization of the old medieval Sisak fortress. The main conclusions of research and modelling are: 1. Historical monuments of this kind should not be degraded through marketing revitalisation neither in functional, architectural nor cultural sense; 2. New product should be integration of many different contents based on various existing target groups, and great space and functional potential of this kind of building; 3. Marketing approach is essential for revitalisation of historical monuments; 4. It is possible to use this global approach as basic model for other similar historical objects. This project proved that it is impossible to create rather new touristic product concept without marketing research.
The paper defines product-concept and the importance of its identification in new-product development. Whether consumer- or industrial-oriented, new-product success relies to an important extent on what the purchaser perceives in it as satisfactory for his or her needs. This specific meaning the purchaser endows the product is called product-concept.