ML Pre Launch Pack Design Effectiveness

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PACT © Your Pack Designs Fully Evaluative - a Solid Base for Growth

Pact© - Benefits Customised  PACT © provides a packaging design solution tailored and customised around your needs Fully Evaluative  Offering a well-rounded perspective with evaluative and diagnostic qualitative and quantitative feedback Latest Techniques  Including a suite of state-of-the-art online techniques, visually appealing and motivating with normative database and in-house design expertise Delivers the base for Growth  Provides a solid foundation for improving product performance at the place of purchase Proven Methodology  Recognised and selected as best-in-class pack design method by multiple Fortune 500 companies PACT ©

Two critical challenges in the life of a product are: Getting purchased in the store Delivering a user experience that delivers re-purchase The two defining moments in the life of a product are getting purchased and being used/experienced PACT ©

PACT © Pack Design Test is modeled after the in-store purchase process Search Consider Shelf visibility, Stand-out & First impression Decide Evaluate Appeal, Benefits, RTB’s, Brand promise Relevance/fit of benefits and RTB’s

PACT © Study Research Objectives Will the new pack design help to steal from the competition? What is the best place on the shelf? Is the packaging design hierarchy working well? Does the pack design stand out on the shelf? Is the new packaging design an improvement over current? Does the new design support the desired positioning? Is it likely to have a positive impact on the business? Should we go ahead and make the investment? PACT ©

PACT © offers a holistic perspective on the performance of your pack design Search Consider Evaluate Decide Is the pack noticed in a competitive crowd? What benefits & values does the pack communicate? Is it relevant, compelling and consistent? Is there an increased preference? Visual impact from the shelf Shelf organization Ability to quickly communicate key points First Impression Design elements hierarchy (focus tracker) Perceived Brand Values & Fit with Brand Positioning Perceived Product Benefits Overall Appeal relative to key competitors Likes & dislikes design elements (dot technique) Category Purchase Drivers Preference from the shelf Purchase Intent PACT ©

PACT © uses state-of-the-art visually stimulating survey modules Search Evaluate Decide Consider Stopping Power shelf test Brand & Product Identification Test Focus Tracker Design Hierarchy Test       Category Purchase Drivers    Brand Values Product Benefits Find-Time shelf test First Impression (KPI) Overall Pack Appeal (KPI) Purchase Intent (KPI) Dot Technique design likes/dislikes   Preference from the shelf OR PACT ©

KEY MEASURES: % Picked up first % Looked at in total T: Looked at in total F: Picked up first Most relevant for completely new designs Stopping Power Shelf Test Does the new design really stand out in the fascia? Stopping Power is measured by placing the new packaging design in a simulated online shelf. Consumers are encouraged to browse and shop the shelf Comparing the new design in context on shelf  PACT © INPUT OUTPUT

KEY MEASURES: % Correct identification Avg. time needed to find Most relevant for redesigns The Find-Time test measures how easy and quickly it is for consumers to find your product on the shelf Consumers are asked to find your product and click on it. Upon exposure to the shelf the time needed to find the product, as well as the % who select the correct product is registered Find-Time Shelf Test  PACT © INPUT OUTPUT Current pack New Pack Change Target % correct identification 85% 87% +2 90% Avg. time needed for correct identification 7.5sec 6.5sec -1sec 6sec

The Brand & Product Identification Test uses a limited timed exposure to measure the ability of the pack design to quickly get the key points across KEY MEASURES: % Correct brand recognition % Correct product type recognition % Correct (sub)-headline recall Brand & Product Identification Test (Tachistoscopic test with limited time exposure typically set at 0.1s, 0.2s and 0.5s)  PACT © INPUT OUTPUT 0.5s exposure time Current pack New pack Key competitor % correct Brand Recall 52% 85% 74% % correct Product recognition 85% 95% 93% % correct headline recall 47% 63% 75%

First Impression, Overall Appeal and Purchase Intent These are standard databased KPI’s, measured for the test product and key competitors KEY MEASURES: - First Impression - Overall Appeal - Purchase Intent Key Performance Indicators PACT ©  INPUT OUTPUT KPI’s (top-2-box %) AN Other Soup Heinz Soup Campbell Soup Musgrave New Bench mark Canned First Impression 50 75 72 80 76 Overall Appeal 56 66 75 78 72 Purchase Intent 45 55 62 59 54

The Focus Tracker registers eye movement is registered to better understand the hierarchy and visibility of the different design elements PACT © KEY MEASURES: - Identification of high/low attention areas - Insight in the scanning order of consumers - Role and function of the various elements of the packaging design  Focus Tracker Design Hierarchy Test In a short training exercise respondents learn to track their eye movement using their mouse. This technique has been validated by the University of Groningen. White Paper is available. INPUT OUTPUT 0 sec 1 sec 3 sec 4 sec 5 sec 2 sec 1 2 4 3 2 3

The values and benefits that a pack design communicates are measured in a competitive context through a card-sort technique Total  KEY MEASURES: Fit of pack design with custom: - Brand Positioning/Value Statements - Product Benefit Statements  Picture sort question using ‘drag&drop’ of product designs into best fitting response box Brand Positioning & Product Benefits PACT © INPUT OUTPUT Perceived Brand Positioning (top-2box %) Sony Philips Monster Really understands my needs 55 54 56 Innovative 62 73 51 Easy to use 70 59 48

The dot-technique (placement of green and red dots on specific design elements) with open-ended motivation provides understanding of likes and dislikes and clues for design optimization  KEY MEASURES: - Intensity of likes/dislikes of areas/design elements - Motivation/explanation of likes and dislikes DOT Technique PACT © INPUT OUTPUT “ The head of this shaver is unique and the picture on the package demonstrates this fact clearly. “ Nice and clear image of the shaver ” “ The design is innovative; especially the head ” “ This to much information on the front of the pack. ” “ I don ’ t like English texts on the front. ” “ Too much small prints ” “ Shows the clean and charge station of the shaver which is a very practical feature ” “ A cleaning station is very important ’ . “ Brand of the shaver is very important. ” “ It ’ s clear that it is a Philips shaver. ” “ Dark spots and circles are nt really meaningful I think. ” “ Looks too spacey ” “ Very chaotic background ” “ This claim is far too pretentious ” “ Typical Marketing claim. ” “ It looks smart, quick and flexible. ” “ Suggests dynamic action ” “ Shows the flexibility of the shaving head ” “ While here crucial information is placed about the shaver; really clear explanation. ” “ All functions of the shaver in just one view ” “ Because this is simply the best razor I know. ” “ The clean and charge station looks somewhat ‘ out placed ’ alongside to the large image. ” “ The head of this shaver is unique and the picture on the package demonstrates this fact clearly. “ Nice and clear image of the shaver ” “ The design is innovative; especially the head ” “ This to much information on the front of the pack. ” “ I don ’ t like English texts on the front. ” “ Too much small prints ” “ Shows the clean and charge station of the shaver which is a very practical feature ” “ A cleaning station is very important ’ . “ Brand of the shaver is very important. ” “ It ’ s clear that it is a Philips shaver. ” “ Dark spots and circles are nt really meaningful I think. ” “ Looks too spacey ” “ Very chaotic background ” “ This claim is far too pretentious ” “ Typical Marketing claim. ” “ It looks smart, quick and flexible. ” “ Suggests dynamic action ” “ Shows the flexibility of the shaving head ” “ While here crucial information is placed about the shaver; really clear explanation. ” “ All functions of the shaver in just one view ” “ Because this is simply the best razor I know. ” “ The clean and charge station looks somewhat ‘ out placed ’ alongside to the large image. ”

Likes & dislikes of Current design 20%: “ I like bottles that are ‘signed’ ” “ I like the raised lettering, it’s rather distinctive ” 40%: “ I can't think of anything I particularly dislike about the pack ” “ I placed the red dot on the side because there really is nothing that I dislike about this whisky ” 78%: “ Distinctive ship, you know the brand straight away ” “ The first thing I noticed was the white sailing ship ” “ The white Cutty Sark ship is distinctive and sets the brand apart from other bottles ” 19%: “ I hate the bottle color and -shape ” “ It’s not a big deal, but I don’t really like the bubble in the neck ” “ I dislike the narrow awkward neck of the bottle ” 19%: “ The writing is too difficult to read ” “ Not sure what the words say ” 38%: “ I like the fact that the bottle gives a timeframe for how long the product has been produced. A product which has been on the market for more than 100 years shows tradition and tends to show quality over time ” “ Traditional products always have an extra appeal because their long lives indicate quality ” 59%: “ It’s a very classy label” “ It looks very nice, black contrasts against a green bottle ” 20%: “ It looks like a wine bottle ” “ It is repetitive. Either have the signature or have the name on the black part of the label or on the cap seal but you don't need all three. You are not selling ‘Perry Bros & Reid’ ” PACT ©

The in-store purchase decision will in part be driven by how consumers weigh the different product benefits in the category  KEY MEASURES: Relative importance of specific features and benefits when shopping within the category Category Driver Importance In the analysis phase the benefit importance and product performance scores are combined in a quadrant map that will help to prioritize on-pack and communication claims PACT © INPUT OUTPUT

Winning in the store is in the end about being purchased. An ultimate preference test is included in the study using either a priced or un-priced simulated shelf  KEY MEASURES: % being preferred/purchased from the shelf (optional: % being considered for purchase) Preference Test PACT © INPUT OUTPUT

The Range-Build Evaluation Asking consumers to drag and drop different SKU’s from the same brand onto a price perception line delivers a clear evaluation for how it is seen in context with competition Range-Build Evaluation Test Cheap Expensive PACT © INPUT OUTPUT

Survey comments Why a green bottle?? Maybe it's tradition, but as much as it stands out, it also obscures my ability to observe the whiskey's color and quality. Having never bought Cutty Sark, I'm tempted to avoid it on the basis that there's this green bottle This was a fun and involving survey. It was quick and easy. It was interactive in nature The bottle is important but only when you have to taste a beverage but after that the most important is the taste. Very interesting survey with reasonable amount of time No comments, the survey was fun and interesting. Keep up the EXCELLENT job you are doing and God bless. I like the black stripe of the bottom part of the bottle, t gives a premium touch The bottle’s design doesn’t fit with the image of the product they sell. Whisky is a traditional beverage, a traditional bottle would fit better, not modern designs. Loved this survey it was to the point and fun Scotch whisky must have darker color… at least for the customers, its a preference Cutty Sark need to increase its authenticity, tradition and Scottish heritage. PACT ©

End Slide New Product Development & Innovation UK Contact : Chris Kingsland + 44 (0) 20 3178 6277 Direct + 44 (0) 7958 332 764 Mobile [email_address]

ML Pre Launch Pack Design Effectiveness

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