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Project Course Innovation Management: The consumer perspective on innovations in fabric care at P&G

Instructor: Prof. Dr. Spanjol
Assistant: Jan-Frederic Kuhlmann

What is this course about?

This course poses the question "Which value proposition of laundry detergent pods is considered most important by consumers and how can they be communicated effectively to drive sales?”

Due to the smaller package size and weight of laundry detergent pods in comparison to other forms of washing agents (liquid and powder), logistic performance can be optimized and the product's environmental impact is reduced. In addition to more convenient handling (no measuring out required), with pods, enzymes can be kept separated in different chambers until required. This means that better washing results can be achieved than with other forms of washing agents, even at lower washing temperatures. However, pods are more expensive for the consumer.

In order to grow sales of laundry detergent pods, it’s important to know which aspects of pods (environmental impact, convenience, performance) are most important to the consumer and how they can be communicated effectively to drive pod sales. Where there is detailed information on different customer segments and their perception and evaluation of laundry detergent pods for the American and aggregated for the global market, the Swiss and DACH markets still have huge potential that remains to be explored.

We will be focusing on the above-discussed dynamics through a focus on one of the following challenges (subject to change):

  • Discovering market-specific customer demand and product value perceptions
  • Increasing perceived value of fabric care products by concrete marketing measures and strategies
  • Fostering customer loyalty
  • Achieving transferability of perceived product value across products and categories

How is this course conducted?

The project course will be conducted in cooperation with Procter & Gamble Switzerland. Students will work in teams and interact with our partner. The course will be held in English.

The grading will consist of a written assignment and a presentation. The detailed rubrics will be communicated during the kick-off.

Dates:

This course will be offered in its entirety in digital format and will adhere to previously indicated timelines. No in-person classroom activities will take place for this course. You do not need to come to the rooms indicated on LSF or previously communicated elsewhere. Instructions on how to attend the digital lectures and tutorial will be published on LSF in time for the beginning of the semester.

Please note that the course schedule is still tentative. Especially the location for the final presentation (P&G Zukunftswerkstatt, Schwalbach am Taunus) needs TBC. However, please keep the whole day free.

Please check LSF for short-term announcements.