Product Differentiation
Insight
Calpol needs to strengthen its claims against its competitor in order to prevent further market share loss.
Solution
Create a print media campaign that highlights its point of differentiation being that it is the only pain and fever relief medicine that can be used for babies from two months.
Process
As a result of competitive research, we found that our main competitor was making new efficacy claims against products such as ours. We decided to do a day-long claims research session. We could not make any new efficacy claims without investing extensively in new technical research. However, we found a new point of differentiation: our product can be used from two months vs. three months. We developed a new print campaign for both consumers and healthcare professionals highlighting the new claim.
Results
The new claim was very well received by consumers; they said that it provided them with the reassurance that they needed when they are caring for their newborn. According to Millward Brown's brand equity research, our positioning was strengthened considerably against the competition.
