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Use the consumer adoption process to optimize your new initiative
Winning new initiatives deliver on more than just "purchase intent"
Marketers know that creating a winning new initiative involves far more than just having good concept purchase interest. To maximize the odds for success, it’s important to understand how different factors like branding, intended benefits, packaging, and product delivery will work together for a new product launch, and tailor the marketing execution to deliver on consumer potential.
What are the key factors for success?
At BASES, we have been able to identify five key factors upon which winning new products excel. Collectively, these factors represent a model of the consumer adoption process for a new product.
- Being salient, or “standing out” with consumers
- Communicating a clear message
- Generating consumer attraction via a relevant benefit
- Converting attraction at the point of purchase
- Delivering an enduring product
BASES introSCAPE captures the key success factors
Understanding these factors and their roles for new product launches led us to build a formal model for the consumer adoption process called BASES introSCAPE. This represents a consulting framework that guides BASES advice to our clients throughout the new product development process. Using the introSCAPE framework helps marketers to understand and improve all elements of the mix (positioning, product, package, pricing, etc.), via powerful diagnostic consumer measures and consulting prior to launch. The framework also helps guide BASES consulting on the marketing execution, and how various marketing tactics can be employed to build on the strengths or compensate for the vulnerabilities of any new product.
BASES introSCAPE is geared toward actionable advice that brand managers can use to grow the potential for a successful launch.
Since it's built on the consumer adoption process, the consultation using the introSCAPE framework is both highly relevant and actionable. And you can benefit from introSCAPE learning at multiple stages of the new product development process via a concept assessment from an experienced BASES consultant or a complete analysis of consumer attitudes included in BASES I or II.
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