Page 24 - BOSS Today Issue 24

Advertorial

OPPORTUNITY FOR

CATEGORY GROWTH IN FILING

amelin Brands’ continuous place to another. From this, we differentiation, and consumers design is made to create the right
Hinvestment in consumer concluded that consumer needs are confused by the category as a impression.
research has identified an area are currently under-delivered whole. Hamelin believes that the The range will drive value and
of opportunity to deliver value and that consumers believe that category needs a burst of energy growth into retail and catalogues
growth in a category that has products now on the market are to create consumer engagement and – as with other brand
traditionally been in decline. not meeting their needs. in a category in decline. By launches – Hamelin plan to
Over the last five years, by using a This is further highlighted introducing Black n’ Red into this invest marketing spend to help
consumer segmentation strategy, when we look at consumers’ category with the Elba brand, drive awareness and trial. In Q1
the Notebook & Pad category usage of filing products in the Hamelin can leverage the values 2015 there will be an extensive
has been revolutionised and workplace (Fig 2). The ‘Document of both brands to deliver the sampling campaign to increase
delivered value growth (see Issue Limo’ consumer segment when needs that are currently not awareness and penetration of
23 of BOSS Today). Now, Hamelin operating in the workplace being fulfilled. this range amongst consumers,
has set its sights on doing the accounts for 28% of filing usage, Of course, as well as the brand to drive engagement into the
same with filing. which makes sense when we strength, the range also has to market and increase the filing
Hamelin talked to over look at some of the statements: meet the expectations of the category value.
1,000 consumers in a research ‘looks smart & professional’; consumer in terms of product
study that identified the way ‘makes me more efficient’; ‘makes features and benefits. The Black n IF YOU WOULD LIKE TO
consumers shop within the the right impression’. There is a n’ Red by Elba range is made from GET INVOLVED IN THIS
filing category. It looked at what higher need for products that lightweight, quality materials EXCITING OPPORTUNITY,
functional product benefits the fulfil the ‘Document Limo’ need for long lasting performance PLEASE CONTACT laura.
category needed to offer, but state in the workplace than any and durability, whilst its sleek watts@hamelinbrands.com.
also at which consumer ‘need other need state in the filing
states’ were present or not when category. And yet this is not
they were looking for their filing being met by the category at
product solutions. present.
One of these – ‘Document Hamelin uses this data
Limo’ – describes the need for when looking to develop new
‘on the move’ filing products. products, and this is the basis for
These are items that consumers the development of the Black n’
use to carry documents from Red by Elba filing range, which
one place to another; this might will be launched in 2015.
be when going to meetings Black n’ Red is already a
internally in their business or strong brand in the UK, and is Figure 1. Fulfilment of consumer need when carrying documents
when travelling externally to synonymous with professional
meetings/conferences. As well notebooks. Its brand values Handy Reference
as the functional requirements stand for quality, reliability 13%
for the product to be strong and and trust: a tribute which can Document Limo
durable, there are a number of only be sustained over time 28% Forgotten But
other ‘need states’ (shown in by meeting these needs with Not Gone
Fig 1) that this consumer quality products. We also know 8%
segment also finds important. from research that this brand
For example, ‘everything in its meets the need of ‘making the Look The Part
right place’; ‘makes the right right impression’. Whilst this 13%
impression’; makes my work look may not be an overt statement
presentable’. from consumers, it is derived
Fig 1 shows the extent to once again from looking at Life’s
which respondents considered their attitudes at work and the Essentials
13%
their needs (shown as green products that they already Transit Lounge
bars) to have been fulfilled purchase. Library 13%
(shown as blue dots) when The filing category is 12%
carrying documents from one challenging in terms of brand Figure 2. Consumer usage of filing products in the workplace

24 BOSS TODAY | October/November 2014

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