Lefax as market leader (antiflatulence agents) had stagnated for some years at a high market share level. At the beginning of growth initiatives qualitative and quantitative market research studies were conducted. The key objective was to unearth the real reasons for purchase and relevant cause and effect chains. Based on these insights alternative communicative solutions were developed and thoroughly tested in advertising effect tests. Thus high impact, image and sales effects was ensured. Additionally media placement research was incorporated in the test design to make sure that relevant target groups were reached by the most efficient and effective media in sufficient frequency.
Market results: Lefax - as a market leader – increased its OTC sales volume with the new commercial by more than 80% in the first month, using the identified market driver to full advantage. The same was true in the following two advertising months. – However in September, when the campaign went on air again after the summer break, sales increases were somewhat lower. The reason was that a new media planner had not incorporated the media placement research insights in to the autumn media plan. (Given the fact that the identical Lefax TV commercial was used, this sales performance deviation proves that media placement research insights were a major contributor to the previously observed sales leap. These insights enabled Lefax to reach relevant target groups more effectively – By the way the media efficiency increase achieved during the spring TV burst exceeded 40% of the media budget invested. That media planning mistake by the media agency was overcompensated via the use of „free spots“ in October and November. Due to those extra commercials Lefax sales thrived to +219 percent.
R. Mayer de Groot, T. Fritzen (Carat media agency) : Mehr Umsatz aus Media herausholen (How to generate more turnover with the same media budget), Markenartikel special print, 1-2 2008
Methods used: Qualitative methods, advertising effect tests, media placement research