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Libero, our client, leads the market of disposable diapers. It’s
been a while since P&G’s Pampers posed a challenge – and
was knocked off track. Today, they’re not even in second place
in Scandinavia. This spot belongs to the low priced personal
brands, some of which are actually of decent quality.
We’ve had our struggles with them since a price difference of
30 % does pose a tough challenge. But in utilizing Taguchi, the
analytical tool that played an all important part in turning the
Japanese economy around after WWII, we are able to convince
more than 20 % of the consumers they should buy Libero – in
spite of the price difference.
In fact, post analysis has shown that the majority weren’t
persuaded by a price match, but through individually adapted
arguments. Our core speciality.
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