How Philips simplified its portfolio
When a man is looking for a device to remove beard growth and other hair, he quickly sees the forest for the trees. The overwhelming supply of shavers, groomers and trimmers does not make the choice easy. Against this background, Philips faces the challenge of offering a clearly and logically structured range. In doing so, Philips naturally takes the wishes and needs of the target group as its starting point.
Challenge
Blauw was brought in to reclassify the portfolio and to properly guide the target group to the right device. Together with Philips, we delved into the world of shoppers and discovered who the customer actually is and how he views the category.
Vision
A peek into the bathroom
In order to map the consumer's profile, an international consumer profiling survey was conducted in Germany, France and the United States. With this type of research, we map consumer behavior and learn about customer buying behavior. We gain knowledge not only about the "what," "where" and "how," but also about the consumer's underlying motivations and profile. This research thus provides insights into lifestyle in addition to demographic data of the target group.
In addition, consumer profiling research makes it possible to take a look at the customer's home. Men sent in a photo of their face trim device. This showed that many men did not categorize their own device! So through this research, Philips not only got to know its customers better, but was also able to make the product portfolio more responsive to consumers.
Solution
Setting up portfolio for valuable benefits
In addition to consumer profiling research, Blauw conducted conjunct research that optimized Philips' portfolio. After all, a shaver consists of many different features, such as the design, the type of blades, the number of attachments and the battery life. For some consumers, the blade type will be decisive for the purchase, while for others battery life is important. So each functionality has its own value and some functionalities are more important than others. With the conjunct study, we measure the importance of the different elements of a product. Respondents are always shown a set of products and choose their favorite product. By varying functionalities, we eventually know the value of each specific functionality. We translate these values into a 'benefit model', which shows at a glance which functionalities need to be addressed in order to meet customer needs. This enables Philips to introduce new attractive innovations into the market and optimize its portfolio.
Result
Getting started with the results
With the research results, different consumer profiles were created for the face trim category and the portfolio was redesigned. With this, Blauw and Philips have made a small contribution to making men's lives a little more pleasant. It has become easier to find the device in the (web) store that suits his needs.
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