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Expected Outcome from FGD (barriers (low involvement, autopilot, hard to…
Expected Outcome from FGD
in FGD
desired outcome:
behavior, Insight (from U&A), barriers, Concept & Claim & KV direction, top priority benefit to focus (if need rtb), and then sticker direction
focus on:
current behavior/ perception, trial barriers (involvement level), motivation for 1st trial and reasons behind, point of behavior change, p2p barriers, in-store purchase driver, and pricing sensitivity (less important)
test only:
what can we apply from kv/ tvc/packaging, what is good and we can keep, what should we revise
after FGD
agency brief
positioning challenge
: from xxx mindset/ behavior to xxx mindset and behavior-->leverage barriers, insight & driver to develop new concept, claim, and kv and big idea
barrier challenge
production direction and deliverables
Communication message strategy/ claim (4Ds)
drive equity
desirable
distinctive
decisive
must includes benefit, rtb, and brand character,
media brief
Media Mix: tvc/ video/ wom/ digital investment and direction to solve p2p barriers, focusing on reach sufficiency (enough reach), efficiency(cost, ROI), effectiveness (quality)
sticker development
Big idea (agency)
USP/ reposition/ use girl to promote?
content plan
(use U&A and social insight)
KV/ POSM
DM
social
content co-op: KOL/ youtuber/ media platform
world of mouth
? base on U&A
print
PR
TVC
R&R
demo
role of CMS:
drive attention
evoke the needs, create the moment
value uplift
HOW(methodology)
link with perception
link with emotion
link with desire
barriers
low involvement
autopilot
hard to understand the concept
like current product a lot, w/ benefit desired
pricing
drive attention, and value perception in easy to understand way
competition heritage
driver, if no $$
1. claim
2. sticker
3. demo concept/ R&R
?
social/ co-op
media investment