The Opportunity: How to identify your key target and focus your plans on this group only, to improve business impact and financial effectiveness – coming from a second-to-market position?
The Product - Nicorette is a smoking cessation chewing gum. NicoDerm CQ is an over-the-counter smoking cessation patch administered via a 3 step graduated program. It is marketed as NiQuitin CQ in Europe and Nicabate in Australia/NZ. They are SmithKline Beecham (SKB) products.
Analysis of the marketing opportunity:
Who is the target consumer - Based on the consumer understanding work, SmithKline focuses exclusively on the committed quitters who are prepared to make a serious attempt to quit smoking. This group is most receptive to marketing message and has the highest volume and profit potential. They realized that smokers who needed to get through a smokeless plane flight or meeting were secondary targets but that these consumers would find the product and didn’t need additional marketing support.
Key consumer insight - SKB discovered than 70% of smokers want to quit but most are not committed and ready to take action. A small group of smokers are ready to quit and actively looking for help. SKB calls them the “committed quitters.” They are looking for both a smoking cessation product and personalized help with breaking the old habit.
What did they want to stand for - SKB positioned the two brands as helpful tools for helping committed consumers quit not as “magic bullets.” TV and Print spots used the motivating tag line, “You can do it. Nicorette can help.” The message was particularly relevant to their target consumer.
How did they get there – The optimized the brand offering and marketing program to deliver the equity as follows: Offering: They designed a unique step down patch product that allowed users to gradually reduce their nicotine intake. In addition, they looked for ways to deliver...