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Boosting Packaging Effectiveness October 2013 B. Blake Howard Senior Vice President, Design Solutions +1 607.351.3794.

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Presentation on theme: "Boosting Packaging Effectiveness October 2013 B. Blake Howard Senior Vice President, Design Solutions +1 607.351.3794."— Presentation transcript:

1 Boosting Packaging Effectiveness October 2013 B. Blake Howard Senior Vice President, Design Solutions

2 CONFIDENTIAL 2 Introduction Blake Howard – SVP Design Solutions 12 years in creative arts before MBA Marketing and brand specialist with packaging expertise 5 Years at Affinnova Passion for blending art and science Giles Watts – VP Client Services 12 years working with insight & innovation teams Joined Affinnova in January to manage mid-cap business in UK & Ireland

3 CONFIDENTIAL 3 About Affinnova Marketing technology company that dramatically improves innovation and marketing success rates ‒ Software and services ‒ Applications for product development, advertising and design Best-in-Class technology platform –Unique collaboration software –Patented optimization algorithms –Advanced predictive analytics & insights Global scale –Headquarters and R&D in Boston –200+ employees located in France, Germany, Singapore, Switzerland, UK and US –Reach across 42 countries 39% Revenue Growth Rate (5-Yr CAGR)

4 4 State of Packaging

5 CONFIDENTIAL 5 Packaging is important According to DataMonitor over 50% of purchase decisions about FMCG products are made at shelf McKinsey says 40% of consumers change their mind at shelf $33M loss in 1.5 months Business teams say they recognize the importance of design, but investments imply otherwise 20% sales increase over first 6 months

6 CONFIDENTIAL 6 This is reflected in current packaging 54% of in-market packaging diminishes key brand perceptions instead of enhancing –Affinnova packaging audits Only 50% of new package design provides a notable improvement over existing packaging, a coin toss –Affinnova & PRS International

7 CONFIDENTIAL 7 Current process is not reliable or scalable There is an abundance of good design ideas – but process restricts exploration Relies too much on individuals using judgment combining special insight in: Design Aesthetic + Consumer Behavior + Branding + Sales Includes consumers and competition too late in the design process

8 CONFIDENTIAL 8 8 Design Optimisation with evolutionary algorithms Expanded agency-client design exploration Earlier consumer input Earlier competitive analysis

9 9 Explore

10 CONFIDENTIAL 10 Exploration Agreement Creative Brief EnhanceMints Consumer Benefit: Fresh breath with added health benefits Reason to Believe: Explore several different RTBs along with potential executions Brand Character: Smart, healthy, modern, sophisticated Mandatories: Explore a range of design territories to best express brand proposition Considerations: Explore variation within territories for Affinnova’s Design Optimiser Creative Brief EnhanceMints Consumer Benefit: Fresh breath with added health benefits Reason to Believe: Explore several different RTBs along with potential executions Brand Character: Smart, healthy, modern, sophisticated Mandatories: Explore a range of design territories to best express brand proposition Considerations: Explore variation within territories for Affinnova’s Design Optimiser Apothecary Mint HeritageVita-mania Design Territories

11 CONFIDENTIAL 11 Designer-Driven Exploration (examples) Explore the same territory among different package structures (include a few variations or thousands) Graphics within one territory or structure cannot overlap with another, so designs will be seen properly Explore different graphic territories within the same structure (include a few variations or thousands) Vita-Mania ApothecaryMint Heritage RollsShaker Pack Bulk Bottles

12 CONFIDENTIAL 12 Exploring Design Execution Total Unique Design Concepts Background Logo Lock Up Mint Image Claim

13 CONFIDENTIAL 13 Design Review Designers develop creative on their preferred platform Adobe files seamlessly upload to Affinnova Studio Benefits include: ‣ Design space visualization ‣ Simple client review for robust design spaces ‣ Easy feedback process and tracking Affinnova Studio™ Adobe Illustrator®

14 14 Optimise

15 CONFIDENTIAL 15 Consumers Drive the Optimisation Consumers are recruited online based on target criteria CLT is possible if needed Designs are only shown holistically, never in parts

16 CONFIDENTIAL 16 To view the concepts, roll over the thumbnails. To choose a concept, click its thumbnail.

17 CONFIDENTIAL 17 Thank You! Loading Choice Set 2 of 16 To view the concepts, roll over the thumbnails. To choose a concept, click its thumbnail.

18 CONFIDENTIAL 18 Optimisation in Real-Time

19 CONFIDENTIAL 19 Holistic Top Design Concepts Top Concept 1 Top Concept 2 Top Concept 3 Algorithms used to converge on preferences, not create designs So no mathematical “Frankenstein” designs

20 20 Benchmark

21 CONFIDENTIAL 21 Competitive Benchmarking Measures key packaging functions to first capture attention at shelf, then persuade consumers to purchase, and finally build equity Attention On-shelf visibility Purchase Share of preference Equity Key message communication Personality profile Word association Refinement Click-based heat maps Zone-based verbatims

22 CONFIDENTIAL 22 Concepts Included Top Design ConceptsIn-Market Benchmark Concepts After optimisation, Top Design Concepts are benchmarked in a competitive environment with new respondents Current Other Test Concepts Team Favorite

23 CONFIDENTIAL 23 Design Optimisation Impact Case Study

24 CONFIDENTIAL 24 In-Market Results Consumer Packaged Goods companies that used Affinnova’s technology platform for development doubled new product success rates and generated more than two times revenue* Launch Rate 1 Success Rate 2 2 Year Revenue 3 Optimized Launches 55%44%$23.7 million Benchmark27%25%$9.0 million Impact 2.0x1.8x2.6x * U.S. consumer packaged goods new product launches 1. Launch rate is a percent of product initiatives which are subsequently introduced to market; benchmark is based on industry averages 2. Percent of launched initiatives that meet a success threshold of 2 years in distribution with at least $500k in revenue over the last 2 quad weeks 3. Cumulative 2 year revenue (aggregated for multi-sku lines) of launched initiatives and same category benchmarks in the time frame

25 CONFIDENTIAL 25 Grimbergen Case Study Challenge Make a beer steeped in tradition relevant to a younger audience while maintaining its identify Exploration Agency worked with the Carlsberg team to fully explore design options, including: Bottle shapes, Sizes, Embossments, Label Graphics, Label Placements and Cap Decorations Optimise and Benchmark Used Design Optimiser to assess many design directions and establish core design Results New bottle launched in 9 markets throughout Europe and Asia, with double digit volume growth

26 CONFIDENTIAL 26 Stranger Danger Packaging is an important part of the marketing equation Competitive landscape is constantly shifting Is your packaging still supporting your brand? Vodka audit featured in Fast Company and The Dieline Summary downloadable at affinnova.com Design Impact SEXY 1 st 6 th 2 nd 4 th

27 CONFIDENTIAL 27 Affinnova AFTER PARTY 5 pm Buffet and Drinks Expanded Q&A

28 28 Thank You

29 29 Appendix

30 CONFIDENTIAL 30 Eye Tracking (shelf standout) Find and Click (findability) Discrete Choice (competitive-based purchase) Clickable Line-up (personality profile) Unaided Word Association (word cloud) Agreements (key message communication, fit with brand) Click & Comment (design breakdown) Benchmarking Method

31 CONFIDENTIAL 31 Output Summary Optimise Attention Purchase Equity Refinement

32 CONFIDENTIAL 32 Output Summary Optimise Attention Purchase Equity Refinement

33 CONFIDENTIAL 33 Output Summary Optimise Attention Purchase Equity Refinement


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