Consumer Goods

Success: Scholl Velvet Smooth Express Pedi

  • CAN376319
  • 15 Pages
  • March 2014
  • Consumer Goods
Summary
This case study explores Scholl's new electronic foot file that removes hard skin. In doing so, it claims to offer a simple yet professional-grade usage experience. Early signs are promising; the device has the potential to mirror the success of another Reckitt Benckiser-owned brand: the Dettol/Lysol No-Touch Hand Wash System.


Synopsis
- Use Canadean Consumer's selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.

- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success.

- Obtain a broader appreciation of the consumer packaged goods industry by gaining insights from both within and outside of your sector.

ReasonsToBuy
- Why is Scholl Velvet Smooth Express Pedi considered a compelling case?

- What consumer insight underpins the launch and initial success?

- Which consumer trends has Scholl capitalized on?

- What can I learn from this and previous successes from Reckitt Benckiser?

Key Highlights
Scholl's electronic foot file comes with a vast checklist of features that combine to deliver an express pedicure experience in the comfort of one's home. The device augments efficacy claims by also promising a pleasant user experience.

Targeting hard skin is just one component of Scholl's problem-solution approach to offering a holistic foot-care range.
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