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Purchasing Dynamics Exploration: Double Electric Breastpumps : 

Summary of Research Results February 4th, 2010 Purchasing Dynamics Exploration: Double Electric Breastpumps

Report Outline : 

2 Report Outline Background/Objectives Method/Sample Limitations Major Research Findings General observations: first-time vs. veterans Reasons to breastfeed Attitudes toward breastfeeding Knowledge of breastfeeding Influences/resources/community (including role of specific retailers) Breastpump decision process/priorities Breastpumps Knowledge level Wants/needs Purchasing timeline Brand awareness/perceptions Shopping Exercise Initial impressions of display What do women see first? What catches their eye? How do women shop the section? Reactions to specific products (Medela) Barriers to Medela Why/why not choose Freestyle? Reactions to competitive products Communication elements: what works and what doesn’t (images, copy, design, claims, charts) Preliminary Conclusions/Recommendations

Background/Objectives : 

In February 2008 Medela introduced a product called Freestyle™ which offers greater mobility, hands-free pumping, in a very compact size Product is priced at the high-end (~$380) Freestyle has met with limited success at retail Medela Product Management would like to understand more about the dynamics at play in the consideration and purchase of electric breastpumps generally and the Freestyle product specifically This will inform future marketing efforts on behalf of Freestyle as well as product development and marketing of other Medela products Background/Objectives 3

Background/Objectives (cont’d) : 

Specific questions that Medela wanted to address: How do prospective moms make decisions about which breastpump products to consider/purchase? What are the various attributes they consider in the purchase decision? How do they prioritize among these attributes? What role do retailers play? Do retailers differ according to store type? To what extent has a prospective mom made the decision on a brand and/or product prior to coming into a store? Given specific options at point-of-purchase, how to prospective customers react? What is motivating or helpful in terms of at-shelf presentations of products? In terms of options and pricing, how do moms prioritize? Why would a prospective mom choose Freestyle over another option? Why would she choose another Medela option instead of Freestyle? Does Freestyle seem to be positioned correctly in the marketplace? Background/Objectives (cont’d) 4

Method/Sample : 

Method/Sample In order to address these knowledge gaps, a program of qualitative research was designed and initiated We conducted 29 in-depth interviews among perspective and veteran moms who were in the market for an electric breastpump At least half were women who intend to return to work after their baby’s birth all were between the ages of 21 and 40 all were in households earning at least $50,000 annually all had attended college or were better-educated All interviewing took place in the Chicago area (half downtown, half in Deerfield) in mid-December 2009 5

Limitations : 

Limitations Qualitative research is for exploratory purposes only Findings should be validated among a larger representative sample of consumers Interviews were conducted in one market only Differences between ethnicities and regions in terms of the topic areas covered are not within the scope of this research All women were recruited to be in the market for double electric breastpump This requirement resulted in a sample of veteran moms who tended to have had difficulty with breastfeeding first baby Market sizes for these segments is unclear 6

Research learning : 

Research learning

Resources/Knowledge : 

Resources/Knowledge 8 PLAY: Multiple Resources (first-time mom) Not surprisingly, expectant first-time moms are more in learning mode than veterans Some moms relied more heavily on research sites, others on word-of-mouth from their friends (or a combination of both) Resources are similar regardless of experience level: friends and siblings, medical professionals, books, web sites, customer reviews (especially those seen as being “unbiased”) “How do I know what I know about breastfeeding? Mostly friends…they’re your biggest resource…I’m more inclined to talk to my neighbor who is probably the one who’s got the most experience. Even though she’s only had one baby, she’s having her second any day now. And she was real successful with (breastfeeding), so I’m like, “if you’re successful, then I guess you’d be the one I’d ask.’” PLAY: Multiple Resources (veteran mom)

Resources/Knowledge (cont’d) : 

Resources/Knowledge (cont’d) When it comes to breastfeeding, mothers of pregnant women are less important and helpful than peers Fewer moms breastfed in previous generations Attitudes differ by generations Products have changed Workplaces have changed Policies and social mores have changed Some respondents had decided to breastfeed against the advice of their mothers Consideration: Is Medela appropriately focused on word-of-mouth and onsite resources? Can Medela be more proactive with the resources moms trust and rely on? 9

Why breastfeed : 

Why breastfeed Veterans and new moms shared the same reasons for breastfeeding: “…the bonding, obviously, and the importance of the nutrients to the baby. Those would be my two top reasons.” “I want to give (my baby) all that she needs, and also I think breast-feeding is just more natural. You hear that babies are less likely to get allergies…it’s better for their overall health.” “It’s easy…basically, you can always ‘plug in.’ There’s no preparation, no bottle heating, no delay (while you are) dealing with a screaming baby.” “It’s just better for the child, and it helps—it will help me lose weight and everything, take me back up, so it’s a win-win on both ends.” “Oh, and it’s cheaper to breastfeed. Because I remember when I switched my son to formula, one case of the container of the Good Start, I think, that’s, like, $20 for a can—it’s like why spend $20 every week or a week and a couple of days if I have a full supply?” “I just think it’s kind of selfish not to.  I mean, just health benefits and – I mean, health benefits meaning, like – you know, it’s all natural. It’s coming from your body. You know, I read that their bowel movements are better. They spit up less. You know, their immune systems are stronger. There’s a lower risk of SIDS. It’s cheaper.” Additionally, moms in this sample who had breastfed previous children felt compelled to breastfeed subsequent (and would feel guilty if they did not) 10

Moms-to-be: Breastfeeding concerns : 

Moms-to-be: Breastfeeding concerns New moms shared common concerns about breastfeeding: What will it be like? Will I be successful? How will I feel about it? Will it be painful? 11 PLAY: Breastfeeding concerns

Veterans: Barriers to/Problems with Breastfeeding : 

Veterans: Barriers to/Problems with Breastfeeding Some veteran moms had experienced problems breastfeeding “It took awhile for me to get the hang of it, maybe four or five days. Initially there were problems with the baby latching on.” “It was stressful because I wasn’t able to do it…very stressful…and with my first baby, I didn’t really know what to expect.” 12

Breastfeeding Goals : 

Breastfeeding Goals Women were in agreement that breastfeeding as long as possible was ideal (six months to a year) “My goal is to breastfeed for a year…it’s just what you read everywhere.” Most seemed doubtful they could “last” that long but were willing to try Several veterans who had not successfully breastfed their first baby thought they would have “more luck” subsequently “I’m more relaxed now, about everything, and I know more. I think some of the things that were factors the first time around won’t be this time.” 13

Why pump : 

Why pump Breastpumping offered moms “relief,” “escape,” “freedom,” as well as shared responsibility with the dad and others “There might be some times where I might need to escape…and when I go back to work I’d like to be able to breastfeed for six months…Hopefully I’m producing enough so I can stock some up.” “It’s about having some freedom…and so that my husband could feed the baby and bond.” “I want my husband to be more involved in the feeding…Also, so that I can have some relief, get some sleep. If I don’t pump, there won’t be any way for him to feed (the baby).” My goal is to breastfeed at least up to a year. And within that year, I’m thinking I would actually like to go back to work possibly, even if it’s, you know, a day or two out of the week. So, obviously, my milk is gonna be needed somewhere. So, I’m gonna have to do it.” “I want to be able to add Vitamin D as a supplement.” (dietician) 14

Moms-to-be: Breastpumping Concerns : 

Moms-to-be: Breastpumping Concerns New moms worry that breastpumping: Will not be be successful Will hurt/won’t be comfortable Will be problem due to breast size Will not be discreet “Everyone will know.” 5. Will be hard to do for any length of time (especially at work) “How do I feel about breastpumping? Weird. I mean, I don’t know how it’s going to happen at work, so that’s why I don’t know how long I’ll be able to do it… I know it’s like illegal for them not to provide a place for you to do it, but I just don’t think it will be conducive to me when I go back to work…Like, there’s no, like, private area or anything.” “I probably am thinking I will maybe not do it when I’m back at work. Like, switch to formula once I’m back at work. I just think it’s going to be more stressful to do it all day versus not. To just be able to take the time and find a place. And like have a clean area. I think you have to clean it out afterward. There’s this woman in the bathroom who’s always doing it. I’m like, that’s gross, our bathroom is gross. Like, I wouldn’t want to clean my breastpump in this gross bathroom.” Consideration: Is Medela addressing these specific concerns? 15

Veterans: Breastpumping Concerns/Barriers : 

Veterans: Breastpumping Concerns/Barriers Veteran moms worry that breastpumping: Will not be discreet Second child present Noise level (especially at work) Will not be successful (if they had issues the first time, as many of these moms had) “I have to say with my son, when I went back to work, that was hard…to stay on a schedule with pumping…and I think that might have been part of my not being so successful at it. So this time I’m planning on taking more time off work…until I get it right.” “When I went back to work, it was hard to stay on a regular (pumping) schedule…without my baby there saying, ‘I’m hungry, I’m hungry.’ I would just get distracted and not get around to pumping.” “I didn’t have anywhere…comfortable to go sit (at work)…so I was sneaking into the bathroom, or I just had a curtain where my desk is – a little nook.” Consideration: Is Medela addressing these specific concerns? 16

Breastpumping at Work : 

Breastpumping at Work Working moms who were given comfortable, private rooms for breastfeeding at the workplace appreciated this employer support (Northern Trust example) Consideration: Can Medela do more to encourage companies to support breastfeeding by promoting: Corporate lactation rooms Private Comfortable and relaxing Equipped for computers, with electrical outlets, reading lights, refrigerators Flexible schedules to accommodate regular pumping Healthcare coverage for breastpumps, lactation consultation Can Medela be associated with these efforts on behalf of working mothers? Can Medela be a resource for companies? 17

Breastpump Features : 

Breastpump Features Inexperienced moms knew little about what to look for in a breastpump Relying on a well-known, well-reviewed brand (and a higher price range) seemed safe “I probably will end up getting a really high-end one because I don’t know, I guess that… if I’m going to do it, I’m going to do it right. You know, a higher-end pump is just higher quality, and…well, I guess I don’t completely know because I’ve never done it, but I can imagine it just works better, it’s more efficient. They say you can go on your laptop while you’re doing it and everything, or read, or have the baby in your hands, whatever you need to do. And then, just one that’s long-lasting and not going to break, and – I wouldn’t get, like, a used one or anything, or rent one.” “I know, like one brand, and that’s the brand I was going to go with. Just recommendations and reading – recommendations from friends. Definitely like the baby boomer age of my friends. I have like five friends who are pregnant right now and having babies, so it’s definitely talked about. Everything is, you know. And just the research online that I’ve been doing and everything…That’s a really popular one - Medela. Well, we don’t talk about it, but – if the subject arises we do.” Absent from their list of wanted features were specifics related to the quality of the pump itself (reliability, efficiency, strength of vacuum, noise level, importance in terms of maintaining milk supply) CONSIDERATION: What can Medela do to help consumers make more informed decisions about breastpumps? 18

Timing of Purchase : 

Timing of Purchase Purchases of breastpumps seem to occur during last trimester or shortly after baby’s birth Women wait: to see if they are going to receive breastpumps from registry (“…even though I didn’t think I’d get one”) to take advantage of discount offered by Babies R Us (Baby Registry completion discount program) to see if they are able to breastfeed because of avoidance behavior? “I haven’t done a ton of research on the breastpump, though, to be honest. I’m kind of putting it off. Like, I didn’t register for it or anything. I don’t know, I guess just because…I’m just kind of weirded out by the whole thing.” Other baby-related purchases take precedence: are more “fun” (less utilitarian) require less homework are less expensive (baby clothes) are obviously needed (i.e., cribs and strollers) are shared experiences with baby’s father 19

Decision Tree: Breastpumping : 

Decision Tree: Breastpumping 20 Her mom Her doctor Her resources (books, websites, magazines, stores) Her friends who are moms Baby’s dad

Timing of Purchase (cont’d) : 

Timing of Purchase (cont’d) CONSIDERATION: Would changing any of these dynamics make purchasing a Medela breastpump more likely? Can you address the expense barrier? Can you better reach moms-to-be at optimum window of time? Can you make the purchasing process: Easier? More fun? (or reassuring) Less work? Can you (re-)position the role of a Medela breastpump in baby’s feeding? 21 (More) positive experience A likelihood Potentially unpleasant experience A possibility

Sharing Breastpumps : 

Sharing Breastpumps Several women mentioned receiving breastpumps from other moms – sometimes unused, sometimes previously used Some were OK with using breastpumps that had been used “a little,” especially if they: were close friends with or related to the giver, and/or were able to replace parts that had been in contact with giver “My sister gave (her breastpump) to me…She was done with it. It’s like, ‘Here, have it,’ you know. She didn’t breastfeed very long.” 22

Husband’s Role : 

Husband’s Role For most part, husbands seem to purposefully remove themselves from breastpump selection process “My husband wasn’t really involved…he just said, ‘Whatever.’ It’s probably not really a husband thing.” Having husbands accompany their wives on baby store shopping trips (typically for registering purposes and/or “to help carry”) may deter wives from spending (much) time in nursing aisle “I wouldn’t spend (time) in the breastpump aisle if my husband was with me…he would not want to be there.” – respondent answering question about reading breastpump packaging during store visit 23

Husband’s Role (cont’d) : 

Husband’s Role (cont’d) Husbands/partners may exert influence over spending limit for breastpumps, even if “silent” Several wives referred to “wanting to stay within a budget” (baby-related budget seemed to be jointly-decided) Electric breastpumps are known to be expensive Husbands/boyfriends are privy to baby-related bills, even if not a part of the purchasing (especially if woman is not working and/or couple is not married) “(My boyfriend) is – whatever I want to do, he is totally fine with it. I was breast fed as a baby, he wasn’t. Like, he really doesn’t have strong feelings about it either way…it’s what I want to do…We talked over the things that we plan to buy and he understands that I want to (breastfeed). I mean, we’ll probably go buy (a breastpump) together and everything. We share our money, so – you know? He has to understand why I’m buying it. It’s not cheap.” 24

Husband’s Role (cont’d) : 

Husband’s Role (cont’d) One respondent’s husband noted that his health plan covered purchase of high-end electric breastpumps and discussed with wife CONSIDERATION: Is there a way to encourage more health plans to cover (Medela) breastpumps? …to publish this as a benefit to employees and spouses? 25

Husband’s Role (cont’d) : 

Husband’s Role (cont’d) 26 Consideration: To the extent that dads act as financial gatekeepers, they respond positively to cost savings associated with mother’s milk vs. formula (…and many wives knew this!) Online source:

Packaging Icon : 

Packaging Icon 27 Consideration: Could an icon on the packaging be used to demonstrate immediately – at point-of-purchase – the cost advantages of breast milk vs. formula?...or the nutritional benefits of breast milk vs. formula?...or environmental advantages?

Store Patronage : 

Store Patronage With this sample of respondents, Babies R Us seemed to have the edge over Target, Buy Buy Baby, and boutique stores “We purchased the breastpump at Babies R Us: that’s pretty much where we bought everything. They had it at Target too, but I think it was cheaper at Babies R Us, and we had a coupon.” “I’ll probably I’ll go on Babies R Us’s reviews to see what other moms say, and then also, there are community boards, and – I mean, people always are asking questions about which one and everything like that, so reading up on that stuff is what I do now, really. I’ll look at Amazon and Buy Buy Baby and Babies R Us, and see…return policies, that’s important to me, too.” 28

Gift Registries/Gifting : 

Gift Registries/Gifting Many moms-to-be register for breastpump, even though they don’t expect to given breastpumps: Too expensive Too personal Not that fun to give/utilitarian Other items are more fun and/or cheaper (baby clothes) Babies R Us promotes this behavior with discounting practice One-stop shopping for mom (“I picked out everything at once…we were there anyway”) If breastpumps are given from registry, tends to be by family members (moms, sisters, friends going in on one gift) CONSIDERATION: Can Medela do more to encourage gift-giving? Expedite gift-giving on registries (discount on multiple purchase of Medela products?) Promote between-friends programs 29

Gift Registries/Gifting (cont’d) : 

Gift Registries/Gifting (cont’d) Moms-to-be register at big box stores because: Easier for gift givers, especially if out of town Appearance of being frugal Babies R Us is well-positioned: Low prices Selection/One stop shop Access 30 (from Babies R Us website)

Gift Registries/Gifting (cont’d) : 

Gift Registries/Gifting (cont’d) Many moms-to-be register accompanied by experienced girlfriends to advise them on selection Friends seem to exert tremendous influence, including on breastpump selection (brand and type) Moms-to-be don’t have knowledge Moms-to-be can’t have experience If friends are happy with product they’ve used, they will recommend it (“I bought the same thing she had”) CONSIDERATION: Can Medela do more to encourage veterans to influence new moms, including in-store? Promote between-friends programs Encourage shop-along behavior (Medela veteran shops with new mom) 31

Baby Boutiques vs. Big Box Stores : 

Baby Boutiques vs. Big Box Stores Women like the ambience of these stores Experience is pleasant, personal, intimate Store personnel are (more) attentive and credible Merchandise is (assumed to be) higher-quality, more unique Stores are usually single units Merchandise is “pricey” Selection is limited (high-end) 32 Baby Boutiques Big Box Stores Women like the convenience of these stores (“all in one”) Shopping is efficient Store personnel are neither attentive nor credible Merchandise is (guaranteed) lowest priced Stores are everywhere (especially Babies R Us, in Chicago area) Superior registry offerings (including online) CONSIDERATION: Medela likely needs both types of venues Baby Boutiques reinforce quality image, provide in-store support Big Box stores are more important for sales PLAY: Big Box Stores PLAY: Big Box Service

Shopping Exercise : 

Shopping Exercise Midway through the interview, women were directed to “shop” the mock-up store display of single and double electric pumps. Brands on display included: Medela (Freestyle, Swing, Pump in Style Advanced) Lansinoh Playtex Evenflo The First Years

Mock-up Shelf Display : 

Mock-up Shelf Display

Shelf Impressions : 

Shelf Impressions Even with an abbreviated set of options, women found the breastpump shelf mock-up “overwhelming” “It is a little overwhelming because you have so many decisions and not really knowing what the difference is between options…other than sitting there, picking up the boxes and reading off the boxes. Like, ‘What’s the difference?’… I would probably gravitate towards the doubles, because of the convenience.” 35 PLAY: Shelf Impressions

Differences between Products : 

Differences between Products Besides single and double pumps and electric vs. hand pumps, women had difficulty discerning differences They struggled to explain the “big” price differences Box sizes equated to pumping unit size and in some cases, “extras” Most women thought that the three Pump in Style products were identical except for the bag styles “This one and this one look exactly the same, except for the bag, it looks like. ‘Pump In Style Advanced,’ ‘Pump In Style Advanced.’ This one’s got a shoulder bag, this one’s got the Metro bag. Other than that, everything else looks the same. So 2-Phase, 2-Phase, adjustable, yeah. So it’s like, would I want to pay an extra fifty dollars just for a different bag? I don’t know. I suppose maybe the smaller bag would be, actually be a better idea…in terms of transporting it around.” “The Medela bags are kind of discreet. I mean, even this bag, my husband wouldn’t even care about having to carry it. Because nobody’s going to know what’s in it. He doesn’t even like carrying the diaper bag. But it’s black, it’s simple. It’s doesn’t say ‘breastpump’ on it, so I mean, my husband would actually even carry this for me.” 36

Medela breastpumps : 

Medela breastpumps

Medela Brand Equity : 

Medela Brand Equity Medela was unquestionably the most recognized name for breastpumps among this sample of women: Associated with breastpumps specifically High-quality Recognizable (“you always see women carrying Medela bags”) Soft yellow color Mom-endorsed (website reviews) “Everybody’s like, “Oh, Medela, Medela, Medela, Medela.’ So you kind of gravitate towards that one – it’s like, ‘that’s what I need.’ And if you’re wanting to have another child five years down the road, you want to have something that you know is going to last…that’s good quality. And then you’re going to (be willing to) spend a bit more money on it.” “This one I’ve seen in magazines…the Medela, I think is the name of it. I don’t know much about it, but I see them all over the… parenting magazines and everything. ‘Number one choice of hospitals.’” “’Number one recommended by hospitals and mothers,’ so, obviously, it must have…some decent reviews.” 38 PLAY: Medela Brand Equity

Medela’s Niche : 

Medela’s Niche These women see Medela as being high-end, for working women, and for those fully committed to breastfeeding Medela bags are appreciated as being of good quality, professional, and discreet (all important qualities to both new moms and veterans) “The bags are easier to deal with…a small carrying case that could double as a diaper bag.” Medela’s packaging is seen as being effective and appropriate for a baby product but more mom-directed than competitive products 39 PLAY: Medela Audience and Packaging PLAY: Medela Shelf Presentation

Medela negatives : 

Medela negatives Women had very little negative to say about Medela products – except related to price and individual preferences among bag options “There’s a big difference in prices. You’ve got the Medela that’s nearly four hundred dollars, and you’ve got this First Year one for seventy-nine dollars, so if money is an object, you’d probably gravitate toward the cheaper one.” “Even though the Medela system is small, the whole package in general is pretty big. Something (more) compact would be nice.” 40

Medela Purchase Barriers : 

Medela Purchase Barriers Veteran moms may appreciate Medela’s efficacy more than first-time moms BUT These moms think twice before purchasing a replacement breastpump, especially if they do not expect to have more children “With my second child, I wouldn’t have the same approach toward this purchase. It would kind of depend on figuring out what the differences are between pumps. Like, why really is this pump better.” 41

Freestyle : 

Freestyle “OK, it says ‘hands free’…I thought all pumps were hands free, but maybe not…This would be perfect for me if I were going back to work. I could read reports while I was pumping…but this picture of the woman on the side is kind of crazy-looking. It doesn’t look comfortable. She’s really exposed, too…I couldn’t pump in the car with this…it says it comes with a timer and a light, but I don’t need that. I don’t have to have the latest electronic device – the timer with memory with two dials. It’s not worth it for $100 more…And would it work? How well do the pumps attach? That’s got to hurt, with those pumps hanging there.” “Overwhelming…what are all the different products? I guess they have electric and manual pumps…I know I want an electric one, so I will only look at those…and my friend said to get a double electric because they are faster…Why is there such a difference in the prices? I don’t want the cheapest one but I probably shouldn’t buy the most expensive either, which is the Freestyle. Why is that so much more expensive? It’s too much to ask for on my registry. Maybe it’s the pump because that’s in a window…it kind of looks like an MP3 player or something that should play music.”

Interest in Freestyle – New Moms : 

Interest in Freestyle – New Moms Being able to pump hands-free was a feature that veteran moms knew to value but was not on the radar for inexperienced moms “One thing that I’ve noticed about pumping is that…it’s not like you can really stick them on and sit there and read a book – you have to hold the pumps. I didn’t know that before I had a kid. So if they could come up with something that would kind of help you so you didn’t have to hold them, that would be nice…just in case you want to read a magazine or read a book…or relax…or in today’s world, texting.” (veteran mom) “I thought all pumps were hands-free.” (mom-to-be) 43 PLAY: Hands-free Option

Interest in Freestyle – Veteran Moms : 

Interest in Freestyle – Veteran Moms Veteran moms also appreciated Freestyle’s timer and memory setting – but not inexperienced moms “The digital thing is kind of cool too. I don’t know exactly all what it does. But – well, it’s got a timer…This one just actually kind of seems just easier to use. I mean, this is just like one button, pretty much…. ‘Use the memory setting to automatically repeat your preferred pumping pattern.’ That’s kind of neat…I always remember having to have a little watch or stopwatch…on my little table…So this one’s nice, because then, if you’re doing it hands-free, you’re resting, you do take a nap. I mean, this has a timer and it will automatically shut off. So that’s kind of nice.” (veteran mom) Some veteran moms did not think they would need the “hands-free” feature, however “I’m not looking for (hands-free) because it’s not necessary. When I’m pumping, I’ll be concentrating on pumping, not reading. I won’t have people around. I think it’s kind of a private thing. I wouldn’t be on the phone – it would kind of seem weird to be talking on the phone and breastpumping.” “I’m more interested in a whole package of what I need for pumping…from the size of the box, I’m not getting as much (as in the other Medela offerings).” 44

Hands-free as Add-on Product : 

Hands-free as Add-on Product Women who already owned a Medela pump wondered if hands-free could be sold as an accessory… “If I could just buy the accessory part, you know, these other parts (of the Freestyle), then it would be pretty much the same as what I have.” - veteran mom …or thought they could create something themselves “There must be a way to connect the pumps to a bra. I think I could figure that out.” 45

Freestyle Front Panel : 

Freestyle Front Panel Many women missed “Freestyle” and/or “hands-free breastpump” on the package Seeing “hands-free” did not guarantee understanding of Freestyle’s main feature   “Yeah, I saw that it said ‘hands-free.’ Does it mean that I don’t have to turn the dials, it’s just automatic?... it’s like a Walkman, and – I mean, it looks like it’s the – what is the word? The trump of all breastpumps, to be honest. I question if there is something that is fancier than this, with all these fancy features. “ “ I thought this was the exact same product as the other Medelas. But now I see that it’s called freestyle, freehand. I understand now what it is, now that we’re talking about it more. See, now I think I would get this one.” 46

Freestyle Back Panel : 

Freestyle Back Panel Visuals on the back helped women understand that Freestyle came with many components (like some of its competitors) and features “It’s nice that they show these pictures. They show you all the other things you could be doing during the time. The power cord, so you could travel with it. The storage bottles are nice. That’s probably a freezer pack, I’m guessing. Yeah. That’s nice, too, to have, then you could leave it like that at work and you don’t have to go put it in the fridge at work or something.” Some moms remained confused about the features “I don’t know what all the parts do. There’s a timer: what does it time? …How do the breast shields work? Does the memory setting memorize various patterns? That might be useful but I don’t really know.” 47

Side Panel Explanation: Hands-free Feature : 

Side Panel Explanation: Hands-free Feature Image is: Important to moms (“This is what I was looking for”) worth a thousand words: how it fits what it looks like when worn where it would be used (“she is pretty much exposed, so you’d have to be in a private place”) who would use it (“they show a working woman”) what she is able to do (and not able to do) while pumping Some women reacted negatively to apparatus “…a contraption” “…odd…really mechanical.” “…a little funky…like ‘Meet the Fockers.’” Consideration: Is there a less mechanical-looking (and feeling?) way to deliver hands-free option? 48

Breastpump Help Chart : 

Breastpump Help Chart Chart is clearly important and useful, especially to inexperienced moms Moms understand its purpose when they see it (“I would look at this chart to pick the best pump for me”) Moms know how to use it (“you read across the lines to see where you fit in”) BUT inexperienced moms do not understand: all the features (especially performance-related) why the features are important 49

Breastpump Help Chart (cont’d) : 

50 Breastpump Help Chart (cont’d) Considerations: Are there more meaningful ways to describe features and/or uses? For working women For moms with other young children For fastest pumping For minimally sized carrying For very occasional use only etc. Should Symphony be included in chart as a retail option? Should names be clarified? (i.e., Swing – single electric) If all pumps satisfy use/have features, can row be eliminated? (occasional use, speed/vacuum) Should a help chart be offered as an interactive tool on website and/or at point of purchase? Is terminology consumer-friendly? (“vacuum”)

Pump in Style Advanced Backpack : 

Pump in Style Advanced Backpack Most women differentiated this product from other Medela products by the backpack (few noticed the motor was not removable) When told that the motor was not removable, several women thought this a negative “…would be a pain if you had to wash the bag” “You couldn’t change the bag (if you wanted to)” “…might be bulky in the bathroom” Moms with toddlers thought the backpack might “not be a bad idea…now that I have a toddler who I’m always having to pick up.” 51

Pump in Style Advanced : 

Pump in Style Advanced Most women saw the (only) difference between these products as being the design of the bag   “Who is Pump in Style for? For people who are very upper class…someone who just can really afford it and is going to buy that one… For example, the high def super plasma TV versus just the plain plasma TV does the job really good, too, you know? I can’t really tell the difference. So this seems like it’s really the same product (as the Playtex) with just a different display type.” – respondent explaining why she would choose Playtex over Medela 52

Pump in Style Side Panel : 

Pump in Style Side Panel Cross-reference of Medela products was not of interest to women (few even commented) 53

Swing : 

Swing Respondents understood that Swing was a single pump rather than a double To the extent women understood its reason for being, they thought Swing was: “…more on-the-go or travel” “…for use in the car” ”more compact” “…when it’s hard to use the double…because this would be more discreet” In comparison to other Medela products, Swing seemed less complete and/or less generous an offer (even at a lower price point): “…looks kind of flimsy, though…maybe you get what you pay for but, like, this one comes—it looks like a tote bag, unlike all this stuff, and this comes with, like, nothing…it comes with an adaptor and one bottle. I mean, unless they left a lot out (of the picture), you get that drawstring bag, but that looks like it, and it’s, like, way more expensive. This other Medela one comes with two pumps, which I really don’t care about, but it comes with an adaptor and a tote bag and, like, lids and bottles, storage bags. So you get a lot more things for a lot less money.” 54

Swing (cont’d) : 

Swing (cont’d) Some moms did not like Swing’s drawstring bag: “I’m not crazy about the bag… it could be awkward to carry around because it doesn’t have a strap.” “It looks like a gym bag.” “If you’re walking through a store, people (would be) going, ‘What’s in the bag?’… It almost looks like a gym bag, like you’d throw shoes in it.” 55

Claims : 

Claims Most women did not seem to notice “hospitals and doctors” claim (yellow on yellow?) Once asked, several women suggested that the claim could be more compelling if worded differently “Did I see ‘number one choice of hospitals and doctors?’ No, I didn’t even notice that until you just said it. I mean, by who? It would, but not – by, like Parents Magazine? By – the American Academy of Pediatrics? You know, something like that. Maybe if it had a little more credibility, then I think it would be good, but it’s like – anyone can say that.” “Saying ‘clinically researched’ sounds a little better…That could be a good option.” “’Clinically researched’ says that they actually did research on this. It would give me more confidence, but only a little. I’d really be relying on online reviews from other moms.” “I’m kind of neutral to ‘Swiss technology’…I don’t have any context for that.” 56

Potential Claim Areas : 

Potential Claim Areas Potential claim areas to develop: Quality (strength of suction, “most like baby”) Reliability (longevity of pumps/vs. competition) Success rate (moms able to breastfeed, longevity of breastfeeding) Positive experience (moms’ rating of comfort, overall liking) Efficiency (quantity of milk product, faster delivery) Quiet Ease of use (mom-rated) Endorsement (by moms, by independent review board, by organization like American Academy of Pediatrics) State of the art (clinically researched, design awards) Sales (“1 brand of breastpump”) RECOMMENDATION: Test claims against Medela’s target audience to determine most motivating on-pack communications Include competitive claims in testing (for benchmarking purposes) Test range of claims, including various ways to state each idea Strongest claim may be combination of ideas (i.e., “#1 brand of breastpump, highest rated by moms”) 57

Competitive products : 

Competitive products

Playtex : 

Playtex Playtex is a known brand “Playtex, I know about. I feel like it has… mixed options. It’s not one of the best brands, but it’s definitely not one of the worst general. It’s just a middle line, good brand. I don’t think there is anything poor about it or anything.”   “ I’m just trying to figure out – this one obviously looks a lot more basic…because on this (Playtex Embrace), you can go up and down with the speeds, up and down with the suction. And this one just has a dial…this one isn’t exciting me at all. And I’m assuming you have to use these special bottles (which is a negative).” 59

Playtex (cont’d) : 

Playtex (cont’d) Women noticed all that was included in this “system…” “This one…seems like it comes with a lot of stuff. Let’s see. Suction strength, speed, that’s adjusting, that’s good. Nothing to really help you, nothing for like the hands-free ease. No base for the bottles to not tip over. comes with more little bags and stuff like that.” “It says that it’s quiet: ‘You won’t even know that you’re pumping,’ ‘It ensures a proper fit,’ ‘Efficient,’ ‘Adjustable suction levels.’ It includes…a lot of stuff—pump-in double tubing, bottles, nipples, storage lids, protector, breast shield, valves… their tote bag…oh, it’s actually very cute…cooler bag. So this thing pretty much (complete).”  …and the emphasis on “comfort,” stated repeatedly in the text (claims and nomenclature) and supported by the visual 60 PLAY: Playtex

Lansinoh : 

Lansinoh Lansinoh was a brand that most respondents knew and liked “I know the brand. For the cream and the pads and stuff. So yes, I am familiar with the brand…I would just associate it with breastfeeding versus breastpumps.” Packaging was recognizable because of the color combination (purple and green) “I’m not interested…it seems cheap.” Many thought the product itself looked unappealing “Mm-hmm. It looks, not complicated, but it looks very medical… I don’t know if it’s the color or these little container things on the top…which I can see, that’s the part that prevents milk backup in the, in tubing and pump.” “The pumps look hard, like they wouldn’t be comfortable.” Some women liked the DVD and the bottle holding feature “This one has a DVD? That is kind of nice…you can just pop it in and just kind of watch it at your leisure, and rewatch it and rewatch it if you need to.” “Would I watch the DVD? Probably not.” (Veteran) “The one thing about this one’s feature that I kind of like is the bottle holders because I can’t tell you how many times when I was trying to take everything off, the bottles fell over. And with me, not getting very much (milk), it was like gold. So that was frustrating.” 61

New Lansinoh Affinity Product (not shown in interviews) : 

New Lansinoh Affinity Product (not shown in interviews) New Lansinoh product introduced subsequent to this research is modification from earlier model (product and communications): No video (instruction manual instead) Still no bag No longer bilingual packaging Less cumbersome, bulky holders Emphasis on breast comfort and fit (proprietary breast flanges) “Suction” rather than “vacuum” Some explanation for features (“guaranteed to prevent milk back…for greater hygiene and easier clean up”) Mentions application for “most baby bottles” BPA claim is still mentioned but less prominently “Dedicated to Breastfeeding Mothers” is removed (“#1 brand in breastfeeding” is mentioned on web site) Logo squiggle is gone 62 FROM WEB SITE: Lansinoh® Affinity™ Double Electric Breast Pump Introducing the Lansinoh® Affinity™ Double Electric Breast Pump - The pump that's easy to use, kind on your wallet and gentle on your breasts. Featuring our ComfortFit™ Breast Flanges for a soft, secure fit and our Custom Expression™ Technology for maximum milk flow, the Affinity™ is one of the most advanced and affordable breast pumps available, brought to you by the #1 brand in breastfeeding. Easy-to-use — easy-to-clean ComfortFit™ breast flanges for a soft, secure fit Custom Expression™ technology for maximum milk flow Speed and suction are separately adjustable up to 8 suction and 6 speed settings One-touch let-down button Guaranteed to prevent milk back up in tubing and pump for greater hygiene and easier clean up Designed to pump easily into most baby bottles Easy to read LCD screen Designed for everyday long term use at home or away Built-in bottle holders to help prevent spills AC adaptor or battery operated (6 AA batteries not included) BPA Free

Evenflo : 

Evenflo Evenflo was a recognized, established brand, but respondents were concerned about its quality level (in part because of its price point in comparison to Medela) “Evenflo has been around, I think, forever, so, obviously, they must know what they’re doing—they’ve got everything from, like, bottles, pacifiers, like, the whole nine yards.” “I’ve heard of Evenflo. That’s a popular brand, I feel like, for a lot of things, or maybe for baby products. It’s nice that they say without BPA on the box. That’s a big concern of people’s nowadays. That bag is horrible. It’s like a cheap camera case. I would never probably buy it because it’s sixty dollars, and I just don’t think you get the same quality. Maybe you don’t need to buy something that is $400, but I definitely would – I mean, that’s nice that they have them at that level for people, but I don’t think I’d ever be one to buy one that’s only $60..I’d be worried about the quality of it…just like the cheapest product, it seems, of its kind. But the box is cute, with the baby and the mom.” 63

Evenflo (cont’d) : 

Evenflo (cont’d) Some respondents did not at first recognize this pump as being an electric pump   “I mean, it’s nicely done, but it’s a manual pump. I don’t think a lot of people want a manual pump.” Although few “shoppers” lifted the package lid on their own, they found the viewing feature “nifty” when they were instructed to do so Seeing the size of the unit was an advantage Product itself was disappointing   “I’m confused on what this big thing is, to hold…You can’t really expect much for $40…Honestly, I didn’t know it was an automatic one, but it’s kinda bulky…the handle part…is like really big...that’s really cordless? So that’s actually kind of a cool thing…I might consider this one. I’d have to get over the whole handle. But, besides that, it’s cheap and it’s individual, but it doesn’t really say anything about… being quiet. I wish it did.” “My sister gave me this one…It’s good, it’s compact, it’s inexpensive, and it’s a little bit easier for travel.” 64

The First Years : 

The First Years First-time moms did not seem as familiar with this brand as were veteran moms (i.e., they are not yet as familiar with brands of children’s toys) Most assumed the quality would be lower than other breastpumps, with “no bells and whistles” “I mean, I feel like I’ve seen this. I’ve definitely not seen this brand, but I’ve definitely probably seen this brand. It just looks simple, and I think the bag is really ugly. It looks – it’s – well – now, you see you can tell I didn’t look at that, but you can tell by the price it probably is a lower-end one. Probably just no bells and whistles. Just it is what it is. I have no idea about the quality of it, though.” “Between the two of them, for twenty more dollars, I would go for the double electric miPump (not the single). And that looks like it’s exactly the same…But this one comes with pads and bags, this one doesn’t. Oh, that one comes with two bags. Cooler bag (but) it seems kind of big and bulky. A little bit.” 65

The First Years : 

The First Years Some women expressed concern about the quality of this pump, based mostly on its cost “The miPump…is the thing going to break in two months, you know? Does it look cheap? it doesn’t necessarily look cheap, but it is quite a bit less expensive than the other ones. So that would be my thought. Am I going to have to replace it in a couple of months?” However, the pump itself was reassuring to some because of its simplicity “You can actually see the pump, versus just see a picture of it. You can see that one much better than like the Medela because the picture of that (Medela) one is kind of set far back. So just from looking at it, it’s like it’s right there in your face, you can see it a little bit better.” “It looks very simple...which is probably good because I don’t think when you think about breastfeeding or pumps, you want it to look so hard that – you don’t want it to be intimidating…This dial has the up and the down. That’s all I really saw on it, the up and the down button. I mean, you know, it was like, ‘How hard can it be?’” (mom-to-be) 66

Conclusions/Recommendations : 


Conclusions/Recommendations : 

Conclusions/Recommendations Medela is well-positioned to meet needs of sophisticated, professional woman Product quality Brand equity and category dominance Presentation Thoughtful components Well-designed bags Reviews and word-of-mouth for brand is strong (and consumers are responding to it) What more can be done? What about husbands? What about employers? What about enlisting Medela veterans to help moms-to-be? 68

Conclusions/Recommendations (cont’d) : 

Conclusions/Recommendations (cont’d) Veterans and inexperienced moms have different perceptions, needs, levels of knowledge (or lack thereof) Moms-to-be don’t know what features to look for besides general quality perceptions, efficacy, appearance How can Medela help consumers make a more informed, affirmative purchase decision, based on important breastpump features and knowledge of Medela’s superiority? Communications need to work harder Address specific concerns (pain, fit, appearance) Educate on key features and Medela’s superiority Differentiate product line more clearly (beyond “style”) Change breastpump selection chart (on packaging and online) Promote help from friends/shop-alongs Role for boutique stores Point-of-purchase materials at big boxes (including product view? Display of actual pumps for size, weight, view of controls?) Eliminate packaging real estate that is not working hard: cross-selling, “orange burst” Engage dad 69

Conclusions/Recommendations (cont’d) : 

Conclusions/Recommendations (cont’d) Opportunity may exist to collapse Medela product line OR alter SKUs Hands-free, timer as add-ons? Bags as separate purchase? (backpack vs. briefcase) Moms may appreciate being able to personalize, upgrade (especially veterans) High/medium/lower price points? (Can price differences between Swing, Pump in Style, Freestyle be better optimized? or made more understandable to consumers?) 70

Conclusions/Recommendations (cont’d) : 

Conclusions/Recommendations (cont’d) Medela vs. competition (particularly Playtex, Lansinoh) Show (new) moms completeness of contents Address audience concerns specifically on the packaging Consider stronger on-package claims What can Medela say that is proprietary and motivating? POTENTIAL POSITIONING PLATFORM: Medela is for moms, other brands are (more) for baby? 71

Appendix : 

Appendix Screener Interview Guide Working Mom Best Practices document

Appendix : 

Appendix 73

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