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Coolness in Consumer Packaged Goods
Datamonitor, June 2003, Pages: 84
66% of Europeans consider it is important to feel ''cool'' about their lifestyle, making it vital for marketers to know how and when to add cool to their brands. This report gives essential insight into what really constitutes ''cool'' in consumer packaged goods: how does it apply to different age groups, what product attributes are required and what marketing messages and tactics are most effective?
Scope:
- Consumer groups aspiring to similar cool lifestyles by age across France, Germany, Italy, Netherlands, Spain, Sweden, UK, between 1997 and 2007
- Defines what constitutes coolness in food, drinks and personal care and how it can be credibly achieved
- Quantification of the number of ''Opinion Formers'' who set the trends in your category and advice on how to target them
- Unique insight from pan-European consumers and results of our industry opinion survey
Report Highlights:
Coolness applies to many more consumers than just 'youths'. Coolness is not just about fads, and marketers are potentially missing out on offering 'cool' to the vast number of older, often more affluent consumers.
The importance of coolness varies by product category, but marketers must not become ''cool obsessed''. While over a quarter of 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:
- Marketing strongly influences 77% of consumers' perception of cool - gain insight into how to engineer cool and which segments to target
- Young consumers are spending more on purchasing cool products - find out what they seek and how to make your products appeal to them
- Coolness is often deemed indefinable - clarify an elusive concept and better understand how to integrate elements of coolness into your brand
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