Your product’s use case and how to get it right
Cracking the Code: Identifying the Optimal Use Cases for Your CPG Product
Do your consumers connect with your CPG product’s use cases? For brands seeking to maximise their product’s growth potential, there is one common stumbling block you may be up against. When brands don’t think about how a product seamlessly integrates into their lives, growth will become unattainable. This blog explores the significance of identifying the key areas to ensure optimal use cases for your CPG product and how it can fuel growth.
A product’s use case can have impact on unclear product positioning
Take San Pellegrino’s “Essenza”, a beverage boasting a unique flavour profile and intriguing ingredients. Surprisingly, a Catalyx-own study revealed that due to unclear positioning in the market and packaging that failed to convey optimal use, over a third of consumers struggled to discern the intended usage occasions. Consequently, consumers had difficulty incorporating this drink into their daily lives, resulting in a reduced likelihood of making a purchase in the first place.
Catalyx crowdsourcing of behavioural product usage revealed that 35% of usage experience language was negative:
“I wonder if the Pellegrino Essenza is suitable for daily consumption or if it’s designed for a specific occasion”
“Does the product stand alone or do I need to mix it?”
“Is San Pellegrino Essenza an alternative to diet soda?”
This study serves as a vivid reminder of the role that clear positioning plays in connecting your product with your target audience.
The impact of poor creative communications
Another example of weaker usage understanding is Corona Cero, a non-alcoholic beer. This time we found a lack of relevant communication execution across touchpoints. In a Catalyx study using our new Bitesize research programme, we discovered that the creative execution in Corona Cero advertising failed to connect with consumers. While consumer reaction to taste was overwhelmingly positive when using the product, the promotional communication performed weakest on product fit, being memorable and being clear about what the product offers.
Corona Cero’s positioning did not communicate the unique benefits of the drink and advertising shifted purchase intent only marginally, relying on Corona brand cues. Consumers were unsure about the relevance of the non-alcoholic product within their lives and actual usage occasions.
61% of consumers wanted more focus on the actual product and more relatability within the usage occasions
“Show people of different ages and backgrounds enjoying the drink at different occasions”
You can read the rest of that report for free here.
The impact of an irrelevant product use need
Cases of suboptimal use can be risked when the innovation is too focused on novel marketing and the product itself is ignored. This happened to Coca-Cola Zero Sugar Byte, raising eyebrows with its limited-edition pixel-flavored soda. Described as the first-ever Coca-Cola flavour born in the metaverse, it aimed to unite digital and physical worlds. The soda had coordinated launches within both Fortnite and Meta, and while this was applauded, the taste received heavy online criticism. As an exciting nod to evolving technology the product served its purpose – however, as a refreshing beverage use occasion expected by consumers, it fell drastically short.
Growth through powerful positioning and branding
The above explores where brands have got it wrong. But what about when they get it right? When brands meet a usage need and promote the right optimal use cases, they can successfully position their product. Use cases serve as guiding beacons, lighting the path for consumers to seamlessly embrace a product in their lives. By highlighting the various occasions, settings, or specific needs your product solves or excels in, you empower consumers to buy into its integration within their lifestyles.
We can learn from an excellent example from another category. invisaWear is a brand with an offering that blends two usage needs into one item – aesthetics of jewellery with personal-safety technology. Recently it was nominated for a 2023 Webby award. Offering a niche product, invisaWear recognised the need to provide crystal-clear promotional communications explaining optimal use, setup, care, and operating instructions. The brand also ensures that customers understand how easily it integrates into their lives by listing segmented examples of target users who could benefit, eliminating ambiguity to simplify the purchase decision-making process.
It’s crucial to have clear marketing that unlocks both adoption and growth of your offering. By identifying and championing the optimal use cases for your CPG product, you empower consumers to easily welcome it into their lives.
GET A FREE REPORT on The Battle of the Brands. See how we can deliver mind-opening WOW insights to unlock growth, in an iterative learning approach. Get fast insights for fast decisions. Always the answer, never just the data.
Catalyx has launched Bitesize research to help brands innovate continuously.