I just read this article in Marketing Daily on The Nielsen Shopper Modality Study, conducted by the Consumer Research division within Nielsen's proprietary Shopper3 (Shopper Cubed) Insights framework combining primary survey data with Nielsen scan data (“Understanding, Leveraging Consumers' Five CPG Mindsets”, Marketing Daily, by Karlene Lukovitz, Thursday, Oct 16, 2008 6:38 PM ET (http://www.mediapost.com/publications/?fa=Articles.san&s=92836&Nid=48438&p=459501)). Five CPG mindsets resulted:
Indifferent Auto-pilot & Blinkered Auto-pilot - bathroom cleaners, bar soaps, dishwashing soap and cotton swabs
Browser mindset - shampoo and conditioner, body washes, and toothpaste and brushes
Buzz mindset - hand and body lotions, air fresheners and baby toiletries
Bargain-activated mindset - toilet paper, laundry detergent, paper towels, facial tissues, liquid hand soaps and batteries
With Indifferent Auto-pilot and Blinkered Auto-pilot one of the implications is that the package should not change very often, because this would lead to potential confusion at the ‘delta moment’ of choice at the shelf. This has implications for the management of brand management. Many of the larger CPG companies have a policy that moves the brand managers from one brand to the next every 6 months or so. Just as they are getting to know the brand, they move on. For the brand managers to make their mark, they want to do a brand refresh, a packaging change and introduce change specifically in a category that doesn’t want it or need it. In this case for these categories more consistency and less planned turnover can lead to incremental gains in revenue and better marketing ROI.
If you have any thoughts I would love to hear them.
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