Marketing Research Awards: Best New Product Development Research

Article excerpt

WINNER Client: Nestle Rowntree Agencies: Redballoon, Incepta Marketing Intelligence 

Nestle wanted to revamp its Smarties confectionery brand to combat an outdated image. It had developed a range of Fruity Smarties and wished to ensure they were differentiated in the marketplace and would fit Smarties' brand values. In particular, the product had to succeed in the UK market.

Research was required on the launch proposition, including packaging, positioning and size.

This involved a study of how the Smarties brand was perceived by mothers and children, and examined the optimum positioning and marketing mix.

The first phase of the research consisted of a two-day concept development laboratory, in which groups of children and their mothers were observed by the project team, which was looking for inspiration on positioning and packaging. The second phase saw children of various ages invited to use workstations corresponding to different aspects of the marketing mix.

The team actively participated in these sessions to get a clear understanding of the children's reactions, and mothers oversaw the process to ensure the propositions were suitable. …