Successful product launch for HG Drain Cleaner

Successful product launch for HG Drain Cleaner through concept testing research

Everyone recognizes the products. The white bottles for unclogging drains, cleaning bathrooms, or tackling stubborn dirt. We are, of course, talking about HG. HG specializes in developing cleaning and maintenance products and, with over 50 years of experience, is the market leader in the Benelux. They are innovative in this field and launch 10 to 20 new products every year. By pre-testing these concepts, they know which products are best to bring to market and which have the most potential for success.

Our approach

We have a solution for pre-testing products that have not yet been launched: the Markteffect . This concept test is a fast, effective, and efficient way to gain insight into the potential of a product, in this case the potential of HG's new products. During this study, the products were presented to consumers along with the product idea and product image. Consumers were asked about the drivers and barriers. In addition to a substantive report on the concept, the potential is summarized in a single figure: the Markteffect Index. Based on this index, the underlying benchmark can be used to determine the actual potential of the product. This is a valuable way for HG to immediately see how people react, how they rate the product, and whether it is interesting for HG to actually launch the product.

In addition, HG gains insight into the price range within which the drain cleaner sticks can be marketed, using the Markteffect . This can increase willingness to buy and ensure a successful launch. After all, you want to make sure that the product is not too expensive, but also not too cheap.

Results

The Concept Test provides insight into consumer acceptance of the drain cleaner sticks, and the results are positive! Consumers associate HG Drain Cleaner with effectiveness, ease of use, and environmental friendliness, and view it as a reliable and credible product. The various assessments of the different aspects of the product have been compiled in a report, enabling HG to identify opportunities at both the individual aspect and overall levels. The positive association has given HG the internal confidence to proceed with the launch of the drain cleaner sticks.

Through its research, HG successfully launched its drain cleaner sticks. The price range helped HG develop a successful pricing strategy.

"Every study conducted by Markteffect us a better understanding of the target group. Not only from the data itself, but also by thoroughly Markteffect the interpretation of the data with Markteffect . These valuable insights enable us to market innovative concepts even more effectively and successfully."
- Bregtje van Aalten, Marketing Director HG International b.v.

Curious about what we can do for you?

We are an independent research agency specializing in providing insights based on market research. The Concept Test is conducted every two months, during which we present product ideas to our respondent panel. Curious to find out how your concept can be included? Feel free to contact us. We are happy to help you!