Where it all started. During Don’s tenure, our Founder and CEO, at Procter and Gamble, he was provided a “great opportunity” to work in the fine fragrances business they had acquired. The upside? There were two strong brand names they were licensed to sell under – Hugo Boss and Laura Biagiotti.
Acquired management was convinced the success of the product relied on the ‘nose’ of the manufacturer. Success relying solely on serendipity and research was impossible – or so they thought.
Don was convinced otherwise and developed the beginnings of the methodology Baker St. uses today and has since been applied to over 175 different products and brands.
Don was tasked to grow a small business of $100MM within P&G consisting of 8 fine fragrance brands.
Performed 300+ interviews to discover how women actually decide to make a fine fragrance purchase
3 months of focused retail observations to crack the code for the ‘Hit rate’
Intensive 5-country product benchmarking to uncover the truth about the market, behaviors and potential.
Distill and develop the hedonics – the real causal factors of consumer behavior – and attributes that explain how to win
Don’s research and data determined a hit-rate of 1-in 10, or 10% top-box “loving” explains the Purchase Behavior – and no other measure defines the Right to Succeed™
Additionally, with over 80 variables that could influence consumer behavior, only 4 Hedonics correlate with the factors that drove purchase behavior:
Common factors, long-believed crucial, were all based on “consideration to Purchase” but did NOT cause Purchase.
This completely revolutionized P&G’s approach to this vertical and changed the marketing strategy of the entire industry:
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