Page 21 - Employee Handbook - China

A FLAVOUR OF OUR METHODOLOGIES 21

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Defining the Early Rules of Success
To generate a product brief that builds in alignment from the
start

Identifying and/or developing a unique Sensory Signature

Maximising Hedonic Appeal whilst protecting brand fit

Ensuring alignment across all elements of the proposition

Ensuring the whole proposition is not just liked but loved

Identifying emotional and functional opportunity areas for
NPD

Using packaging form, function and graphics to uniquely
deliver key brand equities

Pinpointing the optimum execution of a concept to
maximise appeal and emotional connection

Maximising packaging standout and brand message delivery

Select the right range with confidence

✓ Estimate of the likely change in sales associated with any given range
decision (vs. current range)
✓ Penetration and frequency changes associated with this sales volume
✓ Clear understanding of how sales are likely to split between variants
within the range
✓ Source of steal from the competitive set
✓ Indication on cannibalization

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