2013-10-09 08:45:33 - The Very First Love@firstsight Consumer Insight Report by Lokusdesign
Lokusdesign, a leading branding and packaging design consultancy, today launched the first of its Love@FirstSight series of consumer insight led studies based on consumer preferences, behaviors, and emotions towards a product category. This initiative focuses on understanding the aspects of the emotional bond that consumers share with the brands they use. This along with Lokusdesign’s in-depth understanding of brand and packaging design has enabled each study to end with a fresh category outlook or packaging aspect based on innovation, design, or brand strategy. The first such study undertaken is on Body Sprays.
Key findings of the Love@FirstSight research for the body spray segment were across aspects of brand and packaging gathered from each target segment like –
· The maximum
spends on body sprays come from working professionals – male over other target segments
· Working professional (Female) segment engagement with the product category could be enhanced by transforming their current concerns into benefits.
· The consumers choice of products category; are inversely dependent on the lifestyle and economic variables
· It also uncovered a novel outlook on the quantum of investment brands should make in this category; basis optimum propensity to invest, demonstrates the relationship between the costs of innovation. Based on the concerns an innovation opportunity is present for the target audience brands aim to deliver to.
Elaborating on the concept, Shekhar Badve, Founder-Director (Marketing & Strategy), Lokusdesign said, “Having partnered and having worked closely with brands across a variety of categories on brand image and packaging design, we realized that touching the consumer’s emotional triggers was paramount for success. For that it was imperative that brand design reflects compassion and an understanding of consumer needs and emotions. It was with this need to better understand the drivers of a consumer’s emotional quotient with brands that Love@FirstSight, our propriety series on consumer insight led studies based on consumer preferences, behaviors, and emotions towards a product category, was born.
“The finding of our first such study itself was very exciting and have revealed some very interesting facts about its consumption and usage. This not just vindicates our initiative but also helps both our as well as our Client teams better understand, innovate and differentiate the Brand across its competitive set, added Shekhar”
This study was done through discussions with consumers and brand managers in the sector. The study focused on four distinct target segments youth-male, youth-female, working professional-male, working professional-female.
Along with this report, the secondary research highlights the magnitude and growth scenario of the Indian market in this segment. There are around 350 odd brands of body spray by various FMCG and pharmaceutical companies. The body spray and deodorant market is about Rs. 1400 crore, showing a growth rate of 55% year on year. Comparing to the body spray market the deodorant (roll on) industry is new and comparatively valued smaller at Rs. 400 crore. Body spray segment has also overpowered talcum segment. The estimated market of talcum powder in India is around Rs. 900-1000 crore. In last few years talcum powder category has experienced a steep decline with growth of only 6% as compared to the annual growth of deodorants.
The intent of each study in Love@firstsight property will be to focus on a product category or relationship of packaging and design between brands and their consumers. It aims to unveil an innovative aspect of this relationship to help brands connect, flirt, and enable their consumers to fall in love with them. In fact, its next study will not look at a product category, but instead study an aspect of product packaging design and its impact on consumer choice.
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