Lierac e La Roche-Posay a confronto sui Social Media

Il ruolo dei Social Media nelle analisi di mercato: è uno degli aspetti fondamentali per cui i new media ed i social in particolare si stanno dimostrando sempre più preziosi in materia di strategie di marketing innovative. Grazie a questi mezzi facilmente raggiungibili da chiunque è possibile analizzare i gusti e le opinioni dei consumatori riguardo ad un prodotto cosmetico, ad una linea o ad un intero brand. Come? Le modalità sono diverse; un esempio è quello sperimentale, in cui sono stati presentati i dati di uno studio che ha messo a confronto, con l’ausilio di software per l’analisi quantitativa e qualitativa dei testi, le discussioni (o conversazioni) di donne rilevate su alcuni social network circa i prodotti Lierac e La Roche-Posay.

Ne sono emersi dati insights interessanti circa le differenze tra le due marche, o meglio su come le consumatrici ne vedono gli aspetti più rilevanti, determinando una preferenza tra l’una e l’altra.

Gli argomenti toccati sono stati riuniti in 3 macro temi (o cluster):

Le proprietà cosmetiche dei prodotti (principi attivi ed aspettative, o meglio risultati promessi): hanno riguardato il 35,6% delle conversazioni analizzate

Efficacia ed effetti dei cosmetici (il grado di soddisfazione rispetto alle aspettative): coinvolgimento pari al 26,8%.

Rapporto qualità -prezzo (analisi critica dei cosmetici citati): questo è stato il cluster che ha destato il maggior dibattito con il 37,6%.

Cluster e Lemmi

Figura 1. Analisi tematica del corpus

I dati sono affidabili in quanto racchiudono in pieno la “vision” del cosmetico che un esperto di marketing deve avere sin dall’inizio dello sviluppo di un nuovo prodotto: ingredienti innovativi, sicuri ed efficaci che vengono comunicati come tali, e la risposta di soddisfazione del cliente /consumatore che però non può prescindere dal costo del cosmetico e dunque dal suo valore percepito in base alla qualità dimostrata e alla facilità di utilizzo e conservazione!

Le conclusioni a cui si giunge sono fortemente esplicative: Lierac è vista dalle utenti dei social media come fortemente efficace nel cluster della “promessa”, riguardante la comunicazione dei principi attivi, dell’aspettativa dell’efficacia: i suoi prodotti sono attesi, l’informazione pubblicitaria e promozionale funziona; al contempo La Roche-Posay viene citata essenzialmente per le sue qualità dirette, verificate, confermate dai racconti delle donne online.

Da questo studio, sperimentale per metodica ed analisi, si evincono quindi due marchi diversi che affermano la loro presenza sul mercato stimolando le donne consumatrici con due aspetti ben distinti: la Lierac, con la qualità dei principi attivi, La Roche -Posay col passa parola dell’efficacia comprovata. Si tratta di dati su cui un attento esperto di marketing può decisamente lavorare, magari individuando nuovi claim su cui puntare o fragilità su cui lavorare. Per gli osservatori estemporanei va però evidenziato un altro aspetto: i risultati ottenuti fanno parte di una strategia di marketing e di comunicazione studiate a priori per arrivare in quel punto, per stimolare cioè quel determinato cluster, oppure possono essere ritenuti come un vero ed effettivo banco di prova, puro, del cosmetico? Scevro da tutti gli stimoli promozionali?

Valorizzazione del brand

Figura 2. Posizionamento dei brand

Fonte:
http://www.headforbrand.com/2014/01/lierac-e-la-roche-posay-a-confronto-gli-insights-nei-social-media/

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