Non-Food Consumer Products

Case Study: Leading Personal Care Company

Situation
A leading personal care company’s of “trading up” users of older wet shaving systems to the newest system has historically been less successful among seniors (55+) than among younger men. As it prepared to launch its newest system, the company sought to optimize the trade-up potential of this increasingly important cohort.

Solution
MCAworks started with a rapid “deep-dive” into existing market research, supplemented by management interviews and secondary research on the seniors market. We then conducted multi-dimensional consumer research to understand senior males’ shaving-related behaviors and attitudes, as input to development of a profitable trade-up plan. From this research, we identified a core seniors target for system “trade-up” and dimensionalized both what to communicate to them (the message) and how best to reach them (the media). As a final deliverable, we created a strategic marketing plan to drive trade-up among the target group, including modeling the financial impact in terms of both profit and ROI.

Results
Learnings from this project were used to develop the broader marketing plan for the highly successful launch of a new blade system in 2006 (specific trade-up results not yet available).

Contact Sean Folan for more information.