This photo taken in a U.S. supermarket a few days ago shows how shelf space can be eaten up with specialized cleaners. A number of brands require several different versions of themselves to address the most popular stain removing tasks. The technical logic is that each of the individual variants can be fine-tuned to performance excellence. The business logic is that it makes the consumer pay more. The display logic is that it takes up more shelf space and creates higher visibility. All of these are defensible positions. However, there is an alternative view on these three points. Winning Colours represents an alternative for all three.
- Technical
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While it may be true that fine-tuning the product to stain types is helpful for top performance, Winning Colours Stain Remover performance has been found (more than) satisfactory for the stain types that are considered common for most consumers in most situations. One bottle instead of 3, or 6, or even 9 is far more convenient for the consumer. The small version of Winning Colours fits into a countless number of nooks from purses to glove compartments. Quick intervention with a convenient solution will become normal behaviour if people know that there really is a convenient solution.
- Business Logic
Making the consumer pay more only works for so long as the consumer is willing. It is so easy to find information on-line today, and share information with friends, that pockets of overcharging are getting smaller all the time. Overcharging is not a moral statement. It simply means that normal consumers want their benefits for the best possible price. The natural tendency is for shoppers to gravitate to the most affordable options available. On a cost-per-ounce basis, Winning Colours is already competitive value. Add the fact that Winning Colours is super concentrated, and its value is competitive with any brand, anywhere – taking all factors into account, including performance.
- Display Logic
While visibility is important, it also increases expectations by the retailer for turns. There are many products that seek a position on the shelf, not just cleaning products of course. Retail category managers are increasingly looking for the maximum diversity of offerings possible that provides a rich shopping experience for the consumer and efficiency in use of shelf space. The pressure on category managers to perform by these criteria is increasing rapidly because of the analytics which are now possible by computer number crunching combined with UPC tracking. Having a suitably priced product that does a lot for the consumer, and takes up little space, is a good competitive position to be in. When consumer pull off the shelf for Winning Colours shows signs of growth, then the buyer sees a trend emerging. It’s all about trends. In the case of Winning Colours, the trends are positive.
In the photo below, the bottles to the left have less than half the content by volume, ie 1.7 fl.oz vs our 4 fl.oz. Appearances are one thing, and reality is another. Consumers understand and appreciate genuine value when they discover it. Our job is to help them do that.
We are the one to watch – a new arrival with a great deal of value to offer our consumers and retailers.
