Brand Audit points out shortfalls in new footcare line

07-Feb-2007 - Last updated on 15-Mar-2017 at 10:32 GMT

A Brand Audit by California-based Grayson Associates finds that a
newly launched footcare line has a number of shortfalls, including
poorly labeled packaging and the lack of a 'star product'.

The company, which set up its Brand Audit business as a means of assessing the market success of new product launches, awarded the Pedi-Relax footcare line from Sante, currently being launched in the US market, 55.70 points out of a possible 100.

"The stimulus for Brand Audit's Pedi-Relax analysis was the introductory consumer ad appearing in January-February 2007 consumer magazines," said Suzanne Grayson, creator of Brand Audit.

Grayson went on to pinpoint key weaknesses in the company's marketing campaign, stating that there was no clear establishment of a need for the product, its benefits and claims, together with the fact that there was no clear 'star product'.

Grayson also commented on the packaging for the eight product line, stating that the copy was small, making it almost impossible to read "you don't even know what the products are!"

"Footcare is a very small niche," Grayson added. "In order for a niche category to break into the mainstream, it is necessary to create a real sense of need and urgency to the masses.

Grayson highlights a good example as being P&G's Head and Shoulders brand. Before it appeared on the market there was no mainstream hair care product to tackle the problem of dandruff.

Relating the success of this particular brand to the Pedi-Relax launch, Grayson stresses that, vital to the launch of a new product line, the product must be marketed in a way that makes the consumer feel they may not be using the best product for their specific needs.

"Since specialized footcare product use is low, the ad must both make or create the market and urge trial," said Grayson. "Niether of these drivers are evident in the Pedi-Relax introductory ad."

The Brand Audit aims to improve the success rate of new product launches to market, by putting them through the marketing mix in an effort to determine their true potential with consumers.

To date the business has carried out audits on leading brands, including a cosmetics line by Revlon and a skin care line by Neutrogena, both of which were claimed to be clear precursors to their actual market success.