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New Package

Objectives:

• Validate positive STM/Bases results
• Determine how shoppers react to new pouch
• Determine if functional improvements of pouch are apparent to shoppers and purchasers.

Research Design:

• Controlled Store Matched Panel Test
• P-O-P Intercepts
• Purchaser call-backs
• Trade Surveys

Key Learning:

• Contrary to the STM, package change led to a significant sales decline (-34%)
  • Packaging was part of brand's equity
    • Customers were unable to find the familiar colored box >> share shifted to private label
  • Improved functionality of the package was evident only after purchase

Implication: Pouch was not introduced