The winning concept featured the following combination: new packaging, healthier formulation, and new “kid-oriented” brand name. This concept generated the highest Sales Potential Index™, a proprietary model combining consumer acceptance, expected purchase frequency and volume, and reaction to suggested price.
So should the client wait to launch the healthier formulation until the new packaging is perfected? Maybe, or maybe not. Let's analyze additional findings from the project.
This research also revealed an alternative “winning” concept that featured the combination of traditional packaging with the healthier formulation and new “kid-oriented” brand name. This concept exhibited an unexpectedly high revenue potential, based on higher than expected purchase volume and frequency among the target segment. This alternative concept gave the client company some breathing room and flexibility in its launch decision.
Based on these results, the client felt they could introduce the new product formulation in two stages without losing the expected “splash” in the marketplace. The initial stage would introduce the new formulation in the traditional packaging, thus providing a healthy revenue flow. In the meantime, R&D could perfect the new package design in preparation for the second-stage roll-out of the healthier formulation.