Impact study FMCG sector

Results pilot FMCG December 2009

Objectives of pilot
Assess perception and reading rate of magazine
Determine impact of magazine on brand perception, sales activation (coupon usage) and loyalty
Comparing impact of magazine versus website/newsletter

Media mix setup for pilot Group 1 Received magazine, e-newsletter and active use of site 300 Fieldwork period: 19/10 – 23/10 Questionnaire length: 17 minutes Number of market research interviews 1200 Group 2 Received magazine, e-newsletter and no active use of site Fieldwork period: 19/10 – 23/10 Questionnaire length: 16 minutes 300 Group 3 Received magazine only Fieldwork period: 19/10 – 23/10 Questionnaire length: 14 minutes 300 Group 4 Control group Fieldwork period: 23/10 – 27/10 Questionnaire length: 9 minutes 300 DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

Nearly 25% of the research population has no Internet access “ Do you have access to the internet'?” Control group n=300 No e-newsletter + not active on site n=300 E-newsletter + not active on site n=300 DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

Measurements
1) Perception of magazine
2) Impact magazine on brands
Awareness
Activation
Loyalty
3) Conclusions

The active website users recall better the magazine than the others DM funnel “ Did you receive the magazine'?" "What did you do with the last magazine you received – Did you read it*?" "Did you open the last issue of the magazine you received?" Magazine & e-newsletter 100 61 70 86 55 70 91 Magazine & no e-newsletter 100 38 43 50 86 50 88 n=300 n=300 Magazine & e-newsletter & visit site 100 78 85 92 69 85 88 n=300 * Did you read it = question 45 2 to 5 Source: Market research on 1200 customers, October 2009 N = all respondents Differences are statistically significant Received magazine Recall magazine Open magazine Read magazine DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

The magazine is appreciated by all groups, especially by the active website users Magazine + e-newsletter + active on site n=235 Magazine + e-newsletter + not active on site n=182 Magazine + no e-newsletter + not active on site n=126 Overall evaluation: general appreciation of the magazine Rating on a scale 1 to 10* *1: very bad, 10: very good Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk %8+9+10 73% %8+9+10 65% %8+9+10 64% DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

More than 9 to 10 respondents having opened the magazine, are positive about the magazine Appreciation of the magazine In general Content Design / style Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk % (Very) Positive 91% 91% 86% 90% 91% 86% 91% 94% 83% (N=237) (N=184) (N=130) (N=237) (N=184) (N=130) (N=237) (N=184) (N=130) DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

Coupons, recipes, useful tips and information about new products are most appreciated items N = respondents that evaluated magazine positively Source: Market research on 1200 customers, October 2009 What do you like about the magazine? Positive about magazine (n=492) 90% of all respondents having opened the magazine are positive about it (n=110) (n=168) (n=214) 4% 3% 0% 2% 2% 4% 1% 2% 2% 2% 2% 2% 1% 4% 1% 2% 1% 3% 4% 3% 2% 3% 5% 3% 8% 6% 10% 9% 7% 11% 16% 13% 15% 18% 21% 20% 17% 26% 21% 39% 31% 22% 45% 42% 47% Mag + no e-newsletter + not active Mag + e-newsletter + not active Mag + e-newsletter + active/site

All respondents feel positive about the magazine in terms of benefits, interests and reading fun “ To which extent do you agree with the following statements about the magazine? ” Rating on a scale 1 to 5* *1: I completely agree, 2: I agree, 3: I don't agree, nor disagree, 4: I disagree, 5: I completely disagree Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk Magazine + e-newsletter + active on site n=235 Magazine + e-newsletter + not active on site n=182 Magazine + no e-newsletter + not active on site n=126 %Agree total 94% 92% 82% 83% 70% 57% 61% 70% %Agree total %Agree total 91% 93% 85% 83% 74% 65% 59% 53% 88% 84% 79% 74% 70% 33% 65% 50% Agree Completely agree

Respondents having received the newsletter, spend more time reading the magazine Time spend reading magazine “ How much time did you spend reading/looking through the magazine?“ Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

Almost 90% of the brand X community (e and/or p) would mind if the paper magazine was suppressed “ How would you feel if you no longer received the magazine?“ (n=237) (n=184) (n=130) Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

65% of the e active users still prefers the paper magazine “ To what extent do you think the following statements apply to the internetsite?” Rating on a scale 1 to 4*, % Certainly + somewhat (%1+2) Magazine + e-newsletter + active on site n=300 Magazine + e-newsletter + not active on site n=128 Magazine + no e-newsletter + not active on site n=19 *1: Certainly, 2: Somewhat, 3: Not really, 4: Certainly not Source: Market research on 1200 customers, October 2009 N = respondents having visited the website DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

Measurements
Awareness
Activation
Loyalty
3) Conclusions

There are little differences in perception between the different target groups To which extent do you agree with the following statements concerning brand A? Rating on a scale 1 to 10*; % Agree completely or to great extent (% of score 8 to 10) *1: I completely disagree , 10: I completely agree Based on all respondents knowing the brand, except for people who answered ‘DKN on each statement’ Source: Market research on 1200 customers, October 2009

There are only few differences in the perception of brand B between different target groups To which extent do you agree with the following statements concerning brand B? Rating on a scale 1 to 10*; % Agree completely or to great extent (% of score 8 to 10) 1: I completely disagree , 10: I completely agree Based on all respondents knowing the brand, except for people who answered ‘don’t know on each statement’ Source: Market research on 1200 customers, October 2009 1 2 3 4 1-2

Sending an e-newsletter together with the magazine reinforces the coupon recall “ Do you remember receiving a booklet with coupons together with the latest edition of the magazine?” “ Did you use some coupons or do you plan to do so?" Coupon recall Intention to use coupons N = respondents having received magazine Source: Market research on 1200 customers, October 2009 Magazine & e-newsletter & visit site (n=300) Magazine & e-newsletter (n=300) Magazine & no e-newsletter (n=300) All the differences are statistically significant, except 57 - 64 conversion rate from recall to usage 95 97 88 DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

Loyalty is high amongst all groups Brand A is a strong market leader N = all respondents having a dishwasher Source: Market research on 1200 customers, October 2009 Purchase funnel Last media received Magazine & e-newsletter & visit site (n=300) 96 86 98 48 91 43 96 90 94 84 Control group (n=300) 91 77 99 41 92 38 94 84 90 76 Magazine & e-newsletter (n=300) 90 80 99 43 89 38 96 89 93 79 Magazine & no e-newsletter (n=300) 93 86 99 47 93 44 97 92 95 85 57 54 55 55 Awareness Familiarity Consideration Trial Regular use Loyalty

121 com has a positive impact on the awareness and consideration to buy , not on loyalty (brand B) Control group (n=300) 66 44 91 20 30 6 79 67 84 40 Magazine & e-newsletter & visit site (n=300) 74 50 91 21 31 6 86 68 78 46 Magazine & e-newsletter (n=300) 75 54 88 25 27 7 88 72 81 47 Magazine & no e-newsletter (n=300) 72 52 95 26 27 7 87 72 83 50 Source: Market research on 1200 customers, October 2009 N = all respondents Awareness ctrl vs other groups & consideration 44-54 are statistically significant differences 46 53 52 51 Awareness Familiarity Consideration Trial Regular use Purchase funnel Loyalty Last media received

121 com seems to have an impact on awareness and regular use (brand C) Control group (n=300) 69 47 95 20 31 6 79 67 86 44 Magazine & e-newsletter & visit site (n=300) 68 46 94 26 32 9 87 68 78 43 Magazine & e-newsletter (n=300) 75 52 93 29 31 9 85 69 81 48 Magazine & no e-newsletter (n=300) 71 49 90 25 37 9 84 70 83 45 Awareness ctrl vs other groups & regular use 20-29 are statistically significant differences N = all respondents Source: Market research on 1200 customers, October 2009 61 59 57 45 Awareness Familiarity Consideration Trial Regular use Purchase funnel Loyalty Last media received

No particular differences between groups (brand D) Control group (n=300) 74 53 95 31 50 15 82 73 88 40 Magazine & e-newsletter & visit site (n=300) 78 52 92 23 40 9 85 67 79 46 Magazine & e-newsletter (n=300) 78 58 94 32 44 14 87 74 86 47 Magazine & no e-newsletter (n=300) 73 54 90 29 35 10 87 74 85 50 Source: Market research on 1200 customers, October 2009 N = all respondents Trial 40-50, regular use 23-32 & 23-31 and loyalty 9-15 are statistically significant differences 49 58 59 61 Awareness Familiarity Consideration Trial Regular use Purchase funnel Loyalty Last media received

121 com seems to have an impact on regular use, not on loyalty (brand E) Control group (n=300) 81 59 94 29 42 12 84 73 87 55 Magazine & e-newsletter & visit site (n=300) 82 62 95 39 44 17 91 75 82 59 Magazine & e-newsletter (n=300) 85 66 95 31 47 15 91 77 84 63 Magazine & no e-newsletter (n=300) 81 61 98 36 41 15 90 76 85 60 Source: Market research on 1200 customers, October 2009 N = all respondents Regular use 29-39 is statistically significant difference 65 50 59 53 Awareness Familiarity Consideration Trial Regular use Purchase funnel Loyalty Last media received

Measurements
Awareness
Activation
Loyalty
3) Conclusions

1) The 121 program
The ‘e program’ and the ‘p program’ are reaching different social-demographical groups :
There’s a somewhat older population for the ‘magazine only group’
The families of the ‘magazine only group’ are smaller
The ‘e program’ helps boosting
the magazine recall and opening rate
the magazine awareness ,
the magazine appreciation
the magazine interest
the magazine reading time
All groups like the magazine , especially coupons, recipes, useful tips and information on (new) products

1) The 121 program
The ‘e community’ loves receiving the magazine :
90% would mind significantly if the magazine was suppressed
65% of the e active users still prefer the paper magazine
Still 1/3 of the e newsletter receivers have never visited the website
‘ P’ reinforces ‘E’ and even the ‘e addicts’ love to receive the magazine and appreciate the content and coupons

2) The 121 impact on the brand
Brand perception
The 121 program (e + p) has no significant impact on brand perception
Brand activation
Over 90% of consumers recalling the 121 program use or intent to use coupons
The more intense the 121 program (paper + e-newsletter + active visits), the more consumers are ready to act
Coupons remain a key activation tool
Brand loyalty
The 121 program has no significant impact on brand loyalty
The 121 program (both e and p) is a strong response and brand activator but has to be combined with other ATL media to have an impact on brand awareness and loyalty

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Impact study FMCG sector

by bpost on Apr 21, 2010

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Impact study FMCG sector — Presentation Transcript