To demonstrate the impact of EPIC’s research approach, we partnered with Mexican home-cleaning brand PINOL to test how larger pack sizes could strengthen their market position.
Since 1953, PINOL has established itself as a leading, reliable, and innovative brand capable of tackling any cleaning challenge thanks to its powerful pine oil formula, making it an indispensable ally in home cleaning, and the only cleaner with over 1,000 proven uses. Concerned about the health and well-being of their customers, PINOL has been able to establish an emotional connection with them by providing quality, efficiency and cleanliness with products that are safe to use.
On the Mexican market, most of the house cleaning brands had smaller (~1L) and larger (~1.5L) product versions, not Pinol. We wanted to find out how introducing a bigger packaging option would influence their sales performance and market share.
A standard choice card conjoint survey was used to quickly identify the product variation loyalty in the instance of replacement, and packaging size loyalty in the case of incremental listing. The results were collected and analyzed within 3 business days.
The survey we designed compared PINOL products with their key competitors in terms of different size options (~1L and ~1.5L) and several price variations, to determine the customer preference and how they can use this information to optimize their product range.
The survey showed that the category value will increase more if the new pack is introduced incrementally. Adding a new larger option would steal volume from competitor large packs, as well as trade more people up from the existing entry level size. Crucially, the brand would command 52% market share, versus 49% with the original strategy.
