Liquid Calcium, Bioremediation, B420 Probiotics, Dual Organic, Small Molecule ...... These scientific and technological terms have filled up the daily consumption scene, influencing consumers' purchasing choices. However, can these technology-rich product concepts or selling points really hit consumer demands?
When consumers speak the language of technology, what are they really thinking? And how should marketers translate technical language to effectively impress consumers? Questions could be answered by THREE INNOVATION, the innovation consulting boutique of ILLUMINERA. It specializes in enhancing product competitiveness from the consumer's point of view and in persuading consumers with their own logic, through multiple FMCG cases that it was entrusted for product innovation focusing on the technical advantages of formulas, technologies, and ingredients.
In order to respond to the high degree of pursuit of organic products by mothers, the famous U.S. infant nutritional food manufacturer Gerber launched an organic product line, with standard far higher than the industry, in the rice powder, puree and other categories, and positioned it as "baby-level organic". But how to address mothers’ inevitable question about whether this "baby-level organic" good or bad? How can the brand stand out from the crowd of "organic" products and become the first choice of mothers? THREE INNOVATION helped Gerber to successfully visualize the product concept and reinterpret "baby-level organic" from the perspective of mothers' knowledge and demand for organic.
For moms, “organic” stands for “safe, non-polluting, nutritious, rare, and high-end quality”. They recognize the benefit s of “organic”, but they don't know how to discern the “quality” of organic products. Therefore, comparing the number of organic certificates the product has, and whether it comes from the E.U. countries with good environments, has become the most popular and direct criteria for moms to select products. This logic brings a great challenge to Gerber organic, because few consumers are aware that China's organic standards are higher than the EU standards, and Gerber's “baby-level organic” standards are even higher than these general standards.
What are Gerber's leading organic standards? In order to visualize mother's perception, based on our efforts to look for proofs of “being organic” from Gerber's more than 2,000 organic implementation standards, covering environmental quality, cultivation technology, processing, inspection and traceability, and so on, we have articulated key technical terms to consumer languages revealing how advanced Gerber’s “organic” is.
“One of the world's three black soil areas, cultivated land rare as like pandas, higher nutritional value, no ripening, one season a year, 24 hours from rice peeling to factory-fresh good rice ......”In each specific description, the relatively technical product concept of “baby-level organic” became clear and vivid, finally ensured Gerber to successfully upgrade its product communication messages, which reshaped consumer perceptions and dramatically increased the brand's sales performance.
Science Driven FMCG Innovation
How does good techniques become good products”
1V1 COURSE | CASE STUDY | PROFESSIONAL SHARING
COMPLIMENTARY TRAINING FOR BRANDS
For many brands, highlighting technological advantages is an effective way to demonstrate product innovation and differentiation. However, when the language of technology is delivered to consumers, it is often translated into some kind of value system and can’t be interpreted to influence consumers’ purchase decisions. Under the trend of science driven product innovation, the innovation consulting boutique of ILLUMINERA, THREE INNOVATION launches a new solution package for the consumerization of science, to support brands deeply understand consumer logic and turn good technology into good products from the consumers' perspective.
For more information, please send an email to karen.liu@illuminera.com/marketing@illuminera.com
