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Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
Case 2 fmcg p17 nl cover
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Case 2 fmcg p17 nl cover

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  • 1.  
  • 2. Introduction <ul><ul><li>This document presents the results and conclusions of the market research organized by a company specialized in Beauty products and The Post in order to compare the impact of two different media mixes on awareness, perception and sales activation: </li></ul></ul><ul><ul><ul><li>Media mix n°1 = traditional media mix: TV + Press + POS </li></ul></ul></ul><ul><ul><ul><li>Media mix n°2 = traditional media mix + Direct Mail </li></ul></ul></ul><ul><ul><li>This marketing campaign was based on a new product, targeted to women > 55 years. </li></ul></ul><ul><ul><li>Market research has been conducted via phone interviews in September 2006 among 1000 women (500 x 2 groups) </li></ul></ul>
  • 3. Product Campaign goal Target customers Media mix Timing New product Try the product and buy it Women > 55 years Septembre 2006 Pilot set-up TV, Press, POS, DM Source: Team analysis
  • 4. Agenda <ul><ul><li>Impact of Direct Mail on Awareness </li></ul></ul><ul><ul><li>Impact on sales activation </li></ul></ul><ul><ul><li>The most powerful elements of a Direct Mail: Sample and Coupon </li></ul></ul><ul><ul><li>Impact on R.O.I. </li></ul></ul>
  • 5. Direct Mail significantly improves the top of mind awareness: from 8% to 14% Percentage of respondents Source: Market research on 1000 customers, September 2006 Top of Mind Spontaneous ‘ Which brands of Beauty products do you know?’ Traditional Media mix n = 500 Media mix + DM n = 500 + 76%
  • 6. One single Direct Mail has no particular impact on general criteria for th brand perception ‘ To which extent do you agree with the following statements concerning Brand X?’ Rating on a scale 1 to 10*; % agree (% of 8, 9 or 10) Percentage of respondents * 1: I completely disagree; 10: I completely agree Source: Market research on 1000 customers, September 2006 Effective products Trust Value for money Not too expensive Products I need A brand that offers … Close to me Clear advertising Realistic advertising Brand I would recommend Innovative products <ul><li>n = 244 </li></ul><ul><li>n = 233 </li></ul>
  • 7. Agenda <ul><ul><li>Impact of Direct Mail on Awareness </li></ul></ul><ul><ul><li>Impact on sales activation </li></ul></ul><ul><ul><li>The most powerful elements of a Direct Mail: Sample and Coupon </li></ul></ul><ul><ul><li>Impact on R.O.I. </li></ul></ul>
  • 8. The media mix is more efficient with Direct Mail at every step of the sales process 100 69 48 69 70 Media received Media recall Media funnel “ Do you remember seeing and ad/ receiving a mailing for a Beauty product of Brand X recently?” Media received * Recall of TV, Press, POS OR DM amongst Media mix + DM group (n=500) ** Recall of TV, Press OR POS amongst Media mix only group (n=500) Source: Market research on 1000 customers, September 2006 100 54 35 54 65 Percentage of respondents “ Can you describe the ad/mailing commercial for Beauty product of Brand X ?” * ** “ Have you already purchased the new product? / Do you intend to buy the new product ?” Purchase intention Recall content 29 59 18 51 + 61% of purchase intention for the media mix with DM Media mix Media mix + DM
  • 9. Direct Mail and TV have the same recall rate, higher than Press and POS &quot;Do you remember seeing an ad /receiving a mailing for a Beauty product of Brand X recently?&quot; Percentage of respondents ** ** ** * * Recall of DM amongst Media mix + DM group (n=500) ** Recall of ad amongst Media mix only group and Media mix + DM group (n=1000) Source: Market research on 1000 customers, September 2006 Statistically equivalent +16% +240%
  • 10. Direct Mail boosts intention to buy: +61% ‘ Have you already purchased the new product?’ / ‘ Do you intend to buy the new product ?’ Percentage of respondents Has already bought the product Will certainly buy the product Will probably buy the product Might buy the product Will probably not buy the product Will certainly not buy the product DNK 18% 29% Media Mix Media Mix + DM n = 500 n = 500 + 61%
  • 11. 50% of interviewees having bought the product for the first time have the intention to re-buy ‘ Have you already purchased the new product?’ / ‘ Do you intend to buy the new product ?’ ‘ Will you buy the product again?’ Have already purchased the product (n = 54) Percentage of respondents 83%
  • 12. Agenda <ul><ul><li>Impact of Direct Mail on Awareness </li></ul></ul><ul><ul><li>Impact on sales activation </li></ul></ul><ul><ul><li>The most powerful elements of a Direct Mail: Sample and Coupon </li></ul></ul><ul><ul><li>Impact on R.O.I. </li></ul></ul>
  • 13. The sample is extremely appreciated ‘ If you receive a sample for a Beauty product, what do you do with it?’ I use it ... Source: Market research on 1000 customers, September 2006 Percentage of respondents 76 n = 1000
  • 14. Since the price is an important decision criteia, coupons are also appreciated ‘ If you receive a coupon for a Beauty product, what do you do with it?’ I use it ... n = 1000 Percentage of respondents 52 Source: Market research on 1000 customers, September 2006
  • 15. Personalised mail is the most prefered medium to communicate information about beauty products Percentage of respondents + have answered * 1: I do not prefer this at all; 10: this is the best solution Source: Market research on 1000 customers, September 2006 ‘ How do you prefer to receive information about Beauty products?’ Rating on a scale 1 to 10*; % prefer this option (% of 8, 9 or 10) n = 990
  • 16. Therefore, its perception in this pilot is better than the perception of other media ‘ To which extent do you agree with the following statements concerning the Brand X campaign?’ Rating on a scale 1 to 10*; % agree (% of 8, 9 or 10) Percentage of respondents recalling the ad * 1: I completely disagree; 10: I completely agree Source: Market research on 1000 customers, September 2006 You like the ad The ad is interesting The ad appealed to you The ad improved your perception of Brand X The ad taught you something new about these products The ad incites you to buy the new product The ad incites you to go and discover the face care product range of Brand X n = 140 n = 370 n = 292 ** Media mix + DM group *** Media mix only group and Media mix + DM group ** *** ***
  • 17. Direct Mail is read by 79% of receivers recalling DM, and sample has th biggest impact Source: Market research on 1000 customers, September 2006 ‘ What did you do with the letter of Brand X?’ n = 180 Percentage of respondents recalling the DM (Media mix + DM group only) 79% ‘ Can you tell me what was in the envelop?’ n = 143
  • 18. Among all elements of the Direct Mail, the sample has the best recall rate ‘ Do you remember a sample / coupon / invitation for a contest in the letter of Brand X?’ Spontaneous Recall Total Recall Sample Coupon Contest Aided Recall Percentage of respondents having read the DM (Media mix + DM group only) ( n = 143) 92 83 64
  • 19. A spectacular 64% “already used” score for the sample, only 5 days after reception Yes, have already used it Sample Coupon Contest Yes, later ‘ Do you think you will use the sample / coupon / take part in contest ?’ Percentage of respondents that remember the sample / coupon / contest n = 132 n = 119 n = 91
  • 20. Agenda <ul><ul><li>Impact of Direct Mail on Awareness </li></ul></ul><ul><ul><li>Impact on sales activation </li></ul></ul><ul><ul><li>The most powerful elements of a Direct Mail: Sample and Coupon </li></ul></ul><ul><ul><li>Impact on R.O.I. </li></ul></ul>
  • 21. Introduction to ROI calculation <ul><ul><li>The Return On Investment calculation aims at comparing the effectiveness of two different media mixes in terms of financial impact, with the following formula: </li></ul></ul><ul><ul><ul><li>(Additional margin generated by the campaign – global costs of campaign) / global costs of campaign </li></ul></ul></ul><ul><ul><li>In this pilot, the conditions were particularly challenging: </li></ul></ul><ul><ul><ul><li>TV costs extremely low, due to the target (women>55 years) and the absence of creation costs (already done and paid by International department) </li></ul></ul></ul><ul><ul><ul><li>DM costs extremely high due to a particularly qualitative and attractive mailing </li></ul></ul></ul><ul><ul><li>In these challenging conditions, ROI of the media mix including DM is significantly higher.. </li></ul></ul>
  • 22. ROI of the media mix including DM is significantly higher, in spite of low ATL costs and high DM costs Sources: Market Research on 1000 customers - Sept 2006 / Nielsen figures from Brand X / Team analysis Media costs (K€) Total campaign return (K€) ROI Traditional Media Mix, North only Media Mix with DM, North only Incremental margin and cost incremental margin (K€) Coupon redemption Cost (K€) Campaign cost 115 ESTIMATES 98 100 -2 0 114 100 11 3 -2% 11%
  • 23. Decreasing DM costs would further improve the ROI of this global media mix Sources: Market Research on 1000 customers - Sept 2006 / Nielsen figures from Brand X / Team analysis Media costs (K€) Total campaign return (K€) ROI Traditional Media Mix, North only Media Mix with DM less expensive North only Incremental margin and cost incremental margin (K€) Coupon redemption Cost (K€) Campaign cost 115 ESTIMATES 98 100 -2 0 142 100 38 4 -2% 38%
  • 24. Conclusions <ul><ul><li>This pilot demonstrates that Direct Mail, added to the traditional Media Mix of Brand X, increases sales activation by 61%. This media is also the most appreciated to receive information on Beauty products. </li></ul></ul><ul><ul><li>Besides, DM seems to be a good way to distribute samples in an efficient way, since 91% of women recalling the sample have already used it (64%) or intend to use it later (27%) </li></ul></ul><ul><ul><li>The coupon is also a key incentive to buy a new product for the first time, and a good way to convert trials (via sample) into purchases (with coupon) in a very short period of time, with a minimum waste </li></ul></ul>

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