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Case Study: Samsung Appliances. The Prosperity Productions Difference Our Goal: To make research as engaging as the work that comes from it Our Competitive.

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Presentation on theme: "Case Study: Samsung Appliances. The Prosperity Productions Difference Our Goal: To make research as engaging as the work that comes from it Our Competitive."— Presentation transcript:

1 Case Study: Samsung Appliances

2 The Prosperity Productions Difference Our Goal: To make research as engaging as the work that comes from it Our Competitive Edge: –Passion for and drive to uncover true brand insights that lead to game-changing strategic and creative solutions –Implementation of traditional and unique research methodologies to guarantee the most comprehensive and diverse learnings –Utilization of filmmaking knowledge to create an engaging research narrative that allows for marketing strategy that is as compelling as the creative –Previous client-side experience allowing for as deep an understanding of internal teams as clients / customers 2

3 Prosperity Productions Service Offering RESEARCH Ethnography Video diaries Day-in-the-life Shopalongs Groups Individual interviews Quantitative STRATEGIC CONSULTING Brains on call / consulting Facilitation Ideation Product development COMMUNICATING INSIGHTS COMMUNICATING INSIGHTS Internal launch meeting Video Online content Original programming THE RIDE A facilitated 2-day session steeping participants in the realities of their target audience’s lives for a dynamic and deeper understanding of key motivations, behaviors and perceptions THE RIDE A facilitated 2-day session steeping participants in the realities of their target audience’s lives for a dynamic and deeper understanding of key motivations, behaviors and perceptions 3

4 Samsung Home Appliances: Objectives To uncover the value equation behind Samsung appliances, specifically the French door refrigerator and front-loading washer/dryer To understand the emotional context into which these products and the brand fit To deconstruct the dynamics of decision making and post-purchase value for products and the Samsung brand To identify positioning options for Samsung in the category, along with messaging strategies that will motivate buyers 4

5 Samsung Home Appliances: Methodology 12 families in high-sales markets for Samsung (Lowe’s) in Los Angeles, Dallas and Atlanta … –Each was currently shopping for a French door refrigerator or washer/dryer with plans to purchase in the next 6 months –Mix of age, ethnicities –Married with young children living at home … were recruited for a year-long study consisting of: –In-home video diaries (before, during and after installation) –Telephone interviews –In-home focus groups with 8-9 women (friends and family of respondents) –Online “pings” on creative –Web-based video 5

6 Samsung Home Appliances: Key Findings “Old appliances make me see myself in a 1950’s poodle skirt, making martini for my husband” “New appliances make me see myself as a modern woman, full of life – many lives actually (even sexy!)” While rationally attracted to new features, the key to sales was the emotional engagement – How it makes me feel about myself – Someone hears me/cares about me The last 4 feet make all the difference OLD APPLIANCES NEW APPLIANCES 6

7 Samsung Home Appliances: Consumer Journey Old appliances make my life harder There isn’t a solution; Have to replace it Overwhelmed by choices – brand and retailer Friends, Internet are best resources Samsung solves problems I didn’t know I had Installation can make or break my sense of brand value Once I see benefits, I’m a passionate advocate for the brand! 7

8 8 Samsung Home Appliances: Results Branded experience microsite, “Moms Like Us” –The brand’s first attempt to establish a conversation with consumers and an opportunity for Samsung to build a relationship with them, as opposed to fleeting touches –Not only about the participation of the consumers or the brand blogger; the site enables Samsung to directly answer consumer questions about the product, helping to drive brand differentiation and product consideration 74% of the surveyed respondents agreed they would do more online research after visiting Moms Like Us In five months, the site generated: –Over 26,000 MEMBERS –713,288 page views –191,431 visits –5,803 video views –1,394 comments through the site

9 Prosperity Productions Brand Promise −Making the invisible visible. Going beyond the obvious, showing interconnection and context, and how this idea fits with the larger picture −Being the Zappos of market research. Focusing on internal audiences as well as external ones so you can get the most from your research −Bringing the results to life. Delivering an experience not just a report −Partnering wisely. Processes and a proven track record −Making it fun. Like a great boutique hotel where every room is decorated differently, but there’s always a mint on the pillow

10 Thank You

11 Contact Us Lori L. Hamilton President, Managing Partner 520 W 48 th Street, 5N New York, NY 10036 USA 646-414-1528 (p) 917-664-0127 (c) Lori@ProsperityProductionsInc.com www.ProsperityProductionsInc.com

12 Appendix

13 Prosperity Productions Global Reach Projects in 23 countries –Moderation in English and Native Languages –In home, in facility, in office –Telephone and in-person –Proven methods for getting the most from foreign moderators Regions –US/Canada –South America (two Spanish speaking moderators on our team) –China –Asia (India, Japan, Thailand, Taiwan) –Africa (Kenya, Tanzania) White paper and POV on best practices with overseas work

14 Cross Industry Experience

15 Delivering High Impact Results Reinvented the global distribution plan, resulting in sales increase of 20% and margins increase of 30% Shaped product development focus, outdoor storage designed for kid safety, allowing for a shift from lids and bins to delivering on end benefits, resulting in dramatically increased sales and consumer emotional engagement Uncovered insight that the key benefit is motivated and engaged workers, enabling business consultation focus to shift from technology to team building, resulting in dramatic increases in sales and repeat business identified Led effort to sell beyond infants without cannibalizing current distribution. Efforts yielded streamlined SKUs, better communication with distributors, improved store design, and a new website. Brand saw a 23% increase in profits Changed brand perceptions from cold and “not-in-the-business” to “someone I want to do business with.” Acquired 26,000 subscribers to “Moms Like Me” microsite; 74% of visitors said they would consider Samsung after visiting the site Identified the people qualifying for credit card were using it for financial management. Helped shift a sleepy credit card portfolio to one of the most profitable in the country by delivering on this insight with a “you’re smart for saving with us” direct marketing TV campaign that was as efficient as direct mail Helped a major pharmaceutical company identify the key issue with cancer patients was not pain but fatigue, resulting in the development and launch of an entire new product line and significant income stream Launched a new stain resistant t- shirt that resulted in a major distribution agreement and featured placement with Walmart


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