CONCEPTS OPTIMIZATION
Which concepts resonate with target audience the best and what language is the most motivating?
- Key elements of the concepts and potential occasions were evaluated
- Wording of the concepts was optimized, and concepts were prioritized based on appeal and willingness to try
PRODUCT OPTIMIZATION
Which product execution best matches the concept(s) and which need development?
- Detailed product tasting and package testing with target audience (moms and kids)
- Next iterations of long-term concepts were tested to establish line extension opportunity and hierarchy
PIPE-LINE STRATEGY
What should TANG development platform look like?
- Optimized short-term ready to launch products as well as long-term concepts with recommendations for further development
- Optimized concepts for the key target audience & occasions
- Optimized products and packages to match the concepts