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Published by: Datamonitor
Published: Jun. 4, 2003 - 84 Pages
Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY
Hot topic
The future decoded
Action points
CHAPTER 2 THE FUTURE DECODED
Introduction
The importance of cool in consumer packaged goods
The emergence of ‘cool consumerism’
The drivers of cool consumerism
Defining coolness
Exemplifying coolness as a perception and attitude
Distinguishing between fashion and coolness
Psychosocial benefits of coolness to consumers
The attributes of cool
Understanding the differing types of coolness
CPGs don’t have to be exclusive to be cool to many consumers
The three consumer groups and levels of cool
Characteristics of Opinion Formers
Characteristics of Adopters
Characteristics of Regulars
Quantifying Opinion Formers, Adopters and Regular consumers
Conclusions
The importance of cool varies by category
CHAPTER 3 ACTION POINTS
Introduction: remain benefit focused, not cool focused
Concentrate on fulfilling high level need states
Be clear about what type of cool you are aspiring to
Use focused brand segmentation to target different groups
Stay loyal to the consumers who give you cool credibility
Strive for sustainable long term coolness, not faddishness
‘Seed’ rather than ‘bombard’ the marketplace
Hire cool advocates to spread product credibility
Packaging - think fashion and use it to create a cool image
Give the product a retro look
Give the product a textured and professional look
Use cool characters to give the product distinction
Making a product a home accessory
Undertake detailed consumer research
Learn the specific ingredients of cool for your category
Profile your disassociative group
Don’t be dismissive of social fashions and fads
Keep focusing on what is cool for the on-trade
Offer high quality and authentic products to older consumers
Continuously update your product offering to stay relevant
Ensure product adaptability when offering cool to youths
Communicate cool with understated and subtle messages
Use celebrity endorsement to establish mainstream cool
Be selective in using certain celebrities
Associate products with naturally cool everyday occasions
Produce branded memorabilia that consumers interact with
Explore the potential to tap into the urban mindset
Associate your brand with cool aspects of popular culture
Associations with sport
Associations with fashion and art
Associations with music and parties
Give your brand an attitude to appeal to younger consumers
Embrace below-the-line campaigns and alternative media
Make your products interactive and fun if targeting 8-14 year olds
Use pricing to control consumer perceptions of cool
Offer the mainstream affordable cool
CHAPTER 4 APPENDIX
Supplementary data
Report definitions
Research methodology
Bibliography
LIST OF TABLES
Table 1: Historical and contemporary components of cool
Table 2: Tweens’ annual total income, 1997-07
Table 3: Gross income comparisons between 14-24 year olds, 2002-07
Table 4: Consumer spending across Europe influenced by their fear of ageing,
by country (€ m), 1997-2007
Table 5: Commonly referred to attributes that European consumers think
contribute to a product’s coolness, 2003
Table 6: Brands identified as cool in historic tweenage and teenage research
Table 7: European consumer and industry perceptions of media effectiveness
in making a product appear cool or trendy
Table 8: The total number of Opinion Formers, Adopters and Regulars
Europe, 1997-2007
Table 9: Opinion Formers in Europe, aged 15+, 1997-2007
Table 10: Adopters in Europe, aged 15+, 1997-2007
Table 11: Regulars in Europe, aged 15+, 1997-2007
Table 12: Number of ‘Opinion Formers’ for CPGs (on average) by age group
and country, 1997-2007
Table 13: Number of ‘Adopters’ for CPGs (on average) by age group
country, 1997-2007
Table 14: Number of ‘Regulars’ for CPGs (on average) by age group
country, 1997-2007
Table 15: European consumer judgment on the importance of the 'cool' factor
when making purchases from different categories, 2003
Table 16: High level need states beyond coolness
Table 17: Distinguishing between ephemeral cool and long term classic cool
Table 18: Examples of cool product sampling
Table 19: Coolness through packaging
Table 20: Examples of current on-trade trends
Table 21: Becoming cool through the urban scene
Table 22: Industry practitioners opinion on the importance/ likelihood of certain
future cool marketing scenarios
Table 23: Definitions used in this report
LIST OF FIGURES
Figure 1: European Consumers’ views on the importance of personally feeling
cool about the way they live their lifestyle, 2003
Figure 2: European Consumers’ views regarding whether marketing affects
view of a product as cool or not, 2003
Figure 3: Depicting cool as an individual’s perception resulting from
individual lifestyle, values and attitudes
Figure 4: European Consumers’ views on the importance of being seen as ‘cool’
in the eyes of others, 2003
Figure 5: Differing levels of cool
Figure 6: Comparing industry and consumer perceptions of media effectiveness
in making a product appear cool or trendy
Figure 7: European consumers’ response to whether they buy CPGs because
helps them construct a ‘cool identity’, 2003
Figure 8: An example of effective brand segmentation to cater for consumers’
differing perceptions and ability to consume ‘cool’
Figure 9: Brand bonding according to age
Figure 10: The four elements of fun that can assist in imparting coolness for
year old consumers
AbstractIntroduction:
66% of Europeans consider it is important to feel "cool" about their lifestyle, making it vital for marketers to know how and when to add cool to their brands. This report gives essential insight into what really constitutes "cool" in consumer packaged goods: how does it apply to different age groups, what product attributes are required and what marketing messages and tactics are most effective?
Scope:
* Consumer groups aspiring to similar cool lifestyles by age across France, Germany, Italy, Netherlands, Spain, Sweden, UK, between 1997 & 2007
* Defines what constitutes coolness in food, drinks and personal care and how it can be credibly achieved
* Quantification of the number of "Opinion Formers" who set the trends in your category and advice on how to target them
* Unique insight from pan-European consumers and results of our industry opinion survey
Report Highlights:
Coolness applies to many more consumers than just "youths". Coolness is not just about fads, and marketers are potentially missing out on offering "cool" to the vast number of older, often more affluent consumers.
The importance of coolness varies by product category, but marketers must not become "cool obsessed". While over a quarter of Europeans report using consumer packaged goods in order to achieve "cool", cool alone cannot sustain a brand. Successful incorporation of cool with other product attributes is key.
While cool is often associated with exclusivity, it is possible to offer "mainstream" cool. Brands seeking to establish and maintain such a position will need clearly segmented brand strategies. This report shows how it can be achieved.
Reasons to Purchase:
* Marketing strongly influences 77% of consumers' perception of cool - gain insight into how to engineer cool and which segments to target
* Young consumers are spending more on purchasing cool products - find out what they seek and how to make your products appeal to them
* Coolness is often deemed indefinable - clarify an elusive concept and better understand how to integrate elements of coolness into your brand
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