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- Product:
A Snack
Product
- Test Results - Quantitative
and qualitative research, outstanding at concept level.
Product format and taste outstanding and design work met
action standards.
- In Market Results - Sales distribution
achieved vs. plan, above the line delivered according
to plan.
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6 months post launch, sales volume
45% below plan, product discontinued. |
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| QG Analysis Findings: |
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- Advertising message was not consistent
with initial concept idea.
Quirky and fun ad but no follow through on the original
consumer insight. The ad contained none of the original
concept core benefits.
- 'Reflector Interviewing' revealed the 'Go' decision
was made with only internal testing due to budget constraints.
- 'Reflector Interviewing' further revealed that this
decision was made despite reservations made by more junior
team members who were unwilling to communicate reservations
and lack of faithfulness to original concept to senior
management.
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| QG Recommendations: |
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- Creative Approval Change:
All creative submitted by the agency to be reviewed at
storyboard phase against original concept.
- Process Change:
The institution of a senior internal 'Gatekeeper'
who is not directly involved in the project to review
the creative work versus the concept.
- On-Going Senior Level Training:
All senior managers to undergo refresher advertising evaluation
at regular intervals.
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