Importance of TVC testing.

Television Commercial (TVC) testing is a crucial step in advertising research aimed at evaluating the effectiveness of TV. This process involves gathering feedback from target audiences to assess aspects like message comprehension, brand recall, emotional impact, and overall likability. By conducting rigorous testing, marketers can refine their commercials to maximize engagement and achieve their campaign objectives effectively.

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TVC Testing: Unpacking the Stalemate in Market Share

Problem Statement

A large FMCG brand launched a new brand campaign that sought to realign the brand with a fresh positioning. Despite the creative and strategic efforts, the campaign has not resulted in a significant shift in market share. This raises a critical question: Is the brand’s market share stagnation linked to its communication positioning space?

The study aims to decode the factors influencing the brands market performance by examining the effectiveness of its current communication strategy and its alignment with category norms and consumer expectations. The goal is to provide actionable insights to enhance the brand's market share and growth.

TVC Storyline

The latest TV commercial (TVC) pivots the brand's communication from a focus on skincare to a broader theme of 'protection.' Traditionally, the category codes for similar products emphasize 'fragrance and freshness,' but this TVC positions the product primarily as offering 'Sunscreen Protection.' Although the stated benefit is protection from heat, the creative execution of the ad seems to present a more ambiguous, midline message that may not resonate as intended.

Methodology

To address this issue, we customized the traditional TVC testing model to incorporate positioning mapping against the communication theme. This approach allowed us to gauge how well the new positioning aligned with consumer perceptions and category expectations. We employed projective technique stimuli to derive more nuanced insights into this mapping, ensuring a robust evaluation of the campaign’s effectiveness.

Discovery

Our findings revealed a critical misalignment: the campaign's positioning extended beyond the product's functional benefits, leading to an overclaim. While the TVC aimed to broaden the brand's appeal by emphasizing protection, this overarching message diluted the core benefit of sunscreen protection. As a result, the new positioning did not resonate strongly with consumers, contributing to the stagnation in market share.

Conclusion

The stagnation in the brand's market share can be attributed, in part, to the misalignment between the brand's new communication positioning and consumer expectations. By realigning the positioning to focus on core benefits, leveraging established category codes, and maintaining consistent messaging, Cuticura can better connect with its target audience and drive market share growth.