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Main Government and Public Sector Social Studies Consumer concepts for Asia-Pacific
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Consumer concepts for Asia-Pacific

DateFeb, 2004
Pages110
Price / format$5695 / Online Download
$11390 / Global Site License

$5 695 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Introduction
This report considers two alternative trends in consumer behavior; the desire to be cool and the need for simplicity. These two trends are growing in prominence in many developed markets and as such this report should be of interest to all providers of consumer packaged goods (CPG) wanting to provide products that are more in tune with the needs and interest of consumers.

Scope
Defines what constitutes coolness in food, drinks and personal care and how it can be credibly achieved

Predictive model of changes in consumer spending based on the demand for ‘simplicity brand positioning’

Causes of ‘overload’ in people's lives (professional and domestic): array of physical goods, excess of information and the "hype" surrounding them.

Examination of the key areas of clutter and complexity in consumer packaged goods channels and products

Report Highlights
A third of full-time workers are willing to pay an additional premium of 8.3% above average prices for simpler positioned brands.

The importance of coolness varies by product category, but marketers must not become "cool obsessed". While over a quarter of Americans and Europeans report using consumer packaged goods in order to achieve "cool", cool alone cannot sustain a brand. Successful incorporation of cool with other product attributes is key.

While cool is often associated with exclusivity, it is possible to offer "mainstream" cool. Brands seeking to establish and maintain such a position will need clearly segmented brand strategies. This report shows how it can be achieved.

Reasons to Purchase
52% of full-time workers are willing to switch brands for simplicity positioned brands - find out how to make your products worth the extra money.

Marketing strongly influences over 70% of consumers' perception of cool - gain insight into how to engineer cool and which segments to target.

Recognize how to use simplicity to cut through the proliferation of marketing clutter.




Table of contents:
 TABLE OF CONTENTS
CHAPTER 1 EXECUTIVE SUMMARY 3
Coolness 3
The importance of cool transcends age groups 3
Simplicity 6
The search for simplicity is an example of a diffusing trend 6
The sources of CPG clutter and complexity 7
Product proliferation 7
Price proliferation 8
Information overload 8
Action points 8
Coolness 8
Simplicity 10
CHAPTER 2 INTRODUCTION 19
Who is the target reader? 19
How to use this report 20
CHAPTER 3 COOLNESS 21
The importance of coolness in consumer packaged goods 21
The emergence of ‘cool consumerism’ 21
The drivers of cool consumerism 23
Defining coolness 28
Exemplifying coolness as a perception and attitude 29
Distinguishing between fashion and coolness 30
Psychosocial benefits of coolness to consumers 30
The attributes of cool 31
Understanding the differing types of coolness 32
CPGs do not have to be exclusive to be cool to many consumers 32
The three consumer groups and levels of cool 33
Characteristics of Opinion Formers 37
Characteristics of Adopters 40
Characteristics of Regulars 42
Conclusion 43
The importance of cool varies by category 43
CHAPTER 4 SIMPLICITY 47
Context - the search for simplicity 47
The voluntary simplicity movement 47
More people are looking to downshift their lifestyle 48
The need for simplicity is mainstream 48
Defining simplicity 48
The simplicity need state 48
Catalysts for simplicity 50
Work overload 50
Physical goods overload 52
Knowledge goods overload 53
Hype overload 54
People’s values are shifting as a result of overload 54
The areas of clutter and complexity in CPG 55
Price proliferation 55
The retail layout and presentation 56
Product proliferation 57
Information overload 59
Online channel usability 60
Consumer reactions to overload 60
Simplifiers 62
Holisitc simplifiers 62
Downshifters 64
Non-simplifier potential switchers 64
Conclusion 65
CHAPTER 5 ACTION POINTS 67
Coolness 67
Be cool by helping consumers achieve their aspirations 67
Be clear about what type of cool you are aspiring to 71
Use focused brand segmentation to target different groups 71
Stay loyal to the consumers who give you cool credibility 73
Strive for sustainable long term coolness, not faddishness 73
‘Seed’ rather than ‘bombard’ the marketplace 74
Hire cool advocates to spread product credibility 75
Packaging - think fashion and use it to create a cool image 76
Making a product a home accessory 78
Undertake detailed consumer research 79
Profile your disassociative group 80
Do not be dismissive of social fashions and fads 81
Keep focusing on what is cool for the on-trade 81
Offer high quality and authentic products to older consumers 82
Ensure product adaptability when offering cool to youths 83
Communicate cool with understated and subtle messages 83
Use celebrity endorsement to establish mainstream cool 84
Associate products with naturally cool everyday occasions 85
Associate your brand with cool aspects of popular culture 87
Give your brand an attitude to appeal to younger consumers 90
Embrace below-the-line campaigns and alternative media 90
Make your products interactive and fun if targeting 8-14 year olds 91
Use pricing to control consumer perceptions of cool 93
Simplicity 93
Adapt the marketing mix to target simplifiers 94
Promote your credible corporate social responsibility (CSR) 95
Emphasize simplicity values in adverts to engage simplifiers 95
De-clutter store fronts to help sell your retail proposition 97
Consider using consistent, honest pricing to create loyalty 97
Develop simplicity in your convenience store proposition 98
Work with channels that don’t focus on sales promotions 98
Work with retailers to develop new shelving systems 99
Identify brands that are ‘ripe’ for repositioning with simplicity 100
Focus ‘simple’ products’ brand values 100
CHAPTER 6 APPENDIX 103
Supplementary data 103
Definitions 103
Coolness 103
Simplicity 104
Research methodology 105
Bibliography 106
Coolness 106
Simplicity 107
Datamonitor custom research capabilities 107
SPP writing team 108
How to contact experts in your industry 110

LIST OF TABLES
Table 1: Historical and contemporary components of cool 23
Table 2: Brands identified as cool by teens, 1999 33
Table 3: Consumer judgment on the importance of the 'cool' factor when making purchases from different categories, EU vs US, % respondents finding cool to be “very important” or “quite important”, %, 2003 44
Table 4: UK full-time workers who want to work fewer hours for less pay (%), 2002 52
Table 5: What do you think about supermarkets changing the location of products in store? 57
Table 6: When purchasing a brand other than your regular one how complicated do you find making your decision for the following: 58
Table 7: For each category would you find a shelving system that allows quicker comparison between brands beneficial? 59
Table 8: High level need states beyond coolness 68
Table 9: Distinguishing between ephemeral cool and long term classic cool 74
Table 10: Examples of current on-trade trends 82
Table 11: “Keyword” advertising cues to engage simplifiers 95


LIST OF FIGURES
Figure 1: Consumers’ views on the importance of personally feeling cool about the way they live their lifestyle, EU vs. US, %, 2003 22
Figure 2: Consumer influences driving expressions of cool 29
Figure 3: Levels of cool: exclusive vs. masstige vs. mainstream 35
Figure 4: Proportion of European workers that experience a high pace and intensity of work 1990-1995-2000 51
Figure 5: Proportion of US consumers that try to stick to well known brand names (1975-2000) 56
Figure 6: An example of effective brand segmentation to cater to consumers’ differing perceptions and ability to consume ‘cool’ 72
Figure 7: Coolness through product sampling - Innocent Drinks, Red Bull, Ginsters 76
Figure 8: Coolness through packaging examples - Gola, Sprite, Method Home care 78
Figure 9: Coolness through the urban scene - Red Stripe, Planet Ice Cream, MAC cosmetics 87
Figure 10: The four components of fun necessary for cool products targeted towards 8-14 year old consumers 92
Figure 11: Datamonitor’s core consulting capabilities 108




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