This report considers two alternative trends in consumer behavior; the desire to be cool and the need for simplicity. These two trends are growing in prominence in many developed markets and as such this report should be of interest to all providers of consumer packaged goods (CPG) wanting to provide products that are more in tune with the needs and interest of consumers.
Scope
Defines what constitutes coolness in food, drinks and personal care and how it can be credibly achieved
Predictive model of changes in consumer spending based on the demand for ‘simplicity brand positioning’
Causes of ‘overload’ in people's lives (professional and domestic): array of physical goods, excess of information and the 'hype' surrounding them.
Examination of the key areas of clutter and complexity in consumer packaged goods channels and products
Report Highlights
A third of full-time workers are willing to pay an additional premium of 8.3% above average prices for simpler positioned brands.
The importance of coolness varies by product category, but marketers must not become 'cool obsessed'. While over a quarter of Americans and 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
52% of full-time workers are willing to switch brands for simplicity positioned brands – find out how to make your products worth the extra money.
Marketing strongly influences over 70% of consumers' perception of cool - gain insight into how to engineer cool and which segments to target.
Recognize how to use simplicity to cut through the proliferation of marketing clutter.
