Finding Growth for a Sensitive Topic
Identifying new product opportunities to grow Trojan with key Canadian channels
Situation: Trojan is a leading brand in the contraceptive category. The brand team was looking for unique products that could grow the condom category in key distribution channels, including club, mass, and drug.
Tactics: Sklar Wilton conducted a knowledge audit to understand the relevant information that already existed and identify learning needs.
We conducted in-depth interviews with condom buyers, including both heterosexuals and members of the LGTBQ community, to understand their condom brand selection and experience as users and as shoppers. One-to-one telephone interviews provided the discretion participants desired to allow us to learn about their sexual habits, activities, and unique needs. We used a product buying cycle framework to assess and report actual consumer behaviour across multiple channels.
In a cross-functional facilitated work session, we generated over 50 innovation ideas and discovered four powerful territories worthy of being tested with consumer research.
We conducted our proprietary INVESTigate IDEAs methodology to prioritize the best ideas based on their market success potential and identified how to optimize those ideas.
With those factors clearly identified, a quantitative questionnaire was crafted to test a select set of positioning options and to discover ideal pricing, the most attractive target, and the potential size of the opportunity.
Impact: The insights from the research and the ideas discovered in the work session have been used in Trojan’s plans to grow the condom category in key channels, enhance the shopper experience, and develop new products.