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Sundries/Cosmetics

The INTAGE Group assists the marketing activities of clients in the sundries and cosmetics industry in various ways, including new product development, branding, promotion effectiveness, sales support, retail services and production/distribution management.

■Solutions for the Sundries/Cosmetics Industry

Solutions in the Sundries/Cosmetics Industry

Key Solutions

■Brand Management (New Product Development)

Key Solutions	Features
Brand Design/Brand Strategy Development	Consumer research by analyzing market structure and surveying attitudes using sales/purchase databases, to identify which values to offer to specific markets and people.
Product Development/Marketing Program Development	Conduct testing of concepts, products and packaging to ensure that brand values are delivered to target consumers as planned, and help develop products that will appeal to the target consumers.
Demand Forecast/Simulation	Assist final tests to assess market reaction to products through trial product evaluations. By incorporating category-specific purchasing patterns obtained from consumer data, clients can forecast the demand after launch into the market.
Evaluation and Improvement of Brand Establishment and Marketing Programs	Help determine the feasibility of achieving objectives after launch, and identify ways to improve processes from recognition to purchase and evaluation, using sales/purchase data and attitude surveys.

■Brand Management (Existing Products)

Key Solutions	Features
Evaluation and Improvement of Brand Tracking/Marketing Programs	Help determine the feasibility of achieving year-end targets, and identify improvements using panel data (retail/consumer) and ad-hoc research (recognition/evaluation, etc).
Brand Diagnosis and Development of Next-Stage Strategy	Identify changes in markets and consumers, health of brands and marketing issues, and also help conduct benchmark surveys on future targets (extension/protection).
Development of Next-Stage Marketing Program	Support the development of marketing programs for future marketing efforts, including whether products and packages need reviewing, which communication strategies will enhance brand appeal, and what in-store and pricing strategies will boost sales and profits.

Case Examples

■Case 1: A major sundries manufacturer

		How much market share can be gained when a new product is launched or an existing product is renewed?

		●Forecasting post-launch market share through shelf test (SHELF-CHOICE) Forecast market share after launch based on shelf test results and SRI data, and also conduct simulations with different marketing variables.

		●Using forecast as an indicator to determine market reaction to products The client can forecast the market share for package options for new products, check whether they meet the objectives and conduct simulations using different marketing variables.

■Case 2: A major cosmetics manufacturer

		A new product has not reached an objective. Why not?

		●Tracking of new product Examine the acceptability of the product at different stages including contact through advertising, contact at point-of-sale, use/purchase intention and repeat intention. Analyze the current situation and identify issues through comparisons with previously launched products (norms).

		●Changes in marketing measures Changes in marketing measures may be required according to the issues at stake, i.e. adjustment of advertising quality and volume, delivery and in-store promotion.

■Case 3: A major sundries manufacturer

		On what kinds of criteria do consumers select products? Which companies are our competitors?

		●Cluster analysis based on consumer data Perform a cluster analysis using data on what products/brands are bought together with the research item, and show the market structure in a tree diagram, revealing the structure of subcategories from the perspective of consumers. In addition, identify companies with brands in the same cluster as the manufacturer’s brand.

		●Use of analysis for planogram proposal for distributors The client can develop an effective shelf display by subcategory, which is based on consumers’ perspective. ●Identifying competing brands The client can consider a differentiation strategy by identifying other brands that are often purchased together with the research item.

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