Nestea Concept Test
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Nestea Concept Test

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Project Goal:...

Project Goal:
Conduct qualitative and quantitative marketing research in order to improve/ introduce new Nestea products or concepts

Prepared by:
Tomer Melman
Chadae Chang
Alexis Androulakis
Lauren Sornberger

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Nestea Concept Test Nestea Concept Test Presentation Transcript

  • NESTEA CONCEPT TEST FINAL QUANTITATIVE ANALYSIS Prepared by: ZooM Marketing Chadae Chang Tomer Melman Alexis Androulakis Lauren Sornberger Prepared For: Leslie Shifrin Research Methods in IMC AC 272: 25A December 15, 2008
  • METHODOLGY Page 3-5 KEY EVALUATIVE MEASURES Page 6 PURCHASE INTENT Page 7-8 LIKEABILITY Page 9-10 DIFFERENTIATION Page 11-12 PURCHASE FREQUENCY Page 13-14 ATTRIBUTE RATING Page 15 ATTRIBUTES Page 16-17 CONCLUSION & RECOMMENDATIONS Page 18 TABLE OF CONTENTS
    • As part of a comprehensive project to reinvigorate the Nestea Iced Tea brand, quantitative research was conducted and two potential Nestea concepts were identified as having potential to satisfy consumer needs.
    • The two new concepts presented were, Healthy and Delicious Energy and Tropical Relaxation.
    • Objectives
    • The specific objectives were to:
      • Determine which concepts generate greater levels of purchase intent and overall appeal
      • Assess how each performs on key distinguished dimensions
    Background on Quantitative Research METHODOLOGY
    • The Zoom Marketing Research Company must use market research to quantify key consumer insights that would make them more responsive to the new Nestea Brand concepts.
    • The research objectives set in order to:
    • Test the two new RTD Iced Tea concepts which were developed as a result of previous qualitative research.
    RESEARCH OBJECTIVES Continued METHODOLOGY
    • WHO: Primary drinkers male (46%) and females (54%), age 16-40 who have personally drank RTD ice tea in the past month, and will consider drinking more than one brand of RTD ice tea in the future.
    • WHAT: Respondents were separately expose to two concepts and asked about :
        • Purchase intent
        • Likeability
        • Differentiation
    • Expected Frequency of Purchase
    • Attributes Rating
    WHERE: Face to face interviews on New York, New Jersey and Connecticut WHEN: November 2008
  • Healthy and Delicious Energy! Healthy and delicious energy will allow you to drink the same fresh iced tea you crave, but will give you the afternoon boost necessary to get you through the day and all from natural ingredients. It comes in a convenient, tote-able, eco-friendly plastic bottle. Healthy and delicious energy will be available in a variety of great tasting flavors, including calorie-free diet. Introducing Tropical Relaxation! The new ice tea in tropical flavors to make you feel relaxed and refreshed. Tropical Relaxation ice tea will be available in new and unique tropical flavors with a great refreshing taste. It contains a high level of antioxidants and vitamins that are important to your body along with other natural ingredients that have been proven to help in protecting and relaxing the body for the daily stress. Healthy and Delicious Energy Tropical Relaxation Continued After exposure to Healthy and Delicious Energy, respondents were asked to rate their purchase intent, likeness of the concept, differentiation from current products. Respondents were then exposed to Tropical Relaxation and asked the same questions. METHODOLOGY
  • KEY EVALUATIVE MEASURES
  • The Tropical Relaxation concept is clearly superior on the key overall purchase intent measure. The concept generates much higher type two box positive purchase intent as well as top box definite intent to purchase. In addition more negative rejection is noted for the Healthy and Delicious Energy concept. Findings PURCHASE INTENT
  • PURCHASE INTENT Healthy and Delicious Energy Tropical Relaxation Base (50) (50) % % Definitely/Probably would buy 32 56 Definitely would buy 8 18 Probably would buy 24 38 Probably/Definitely would not buy 34 16
  • Findings Consistent with purchase intent, the Tropical Relaxation concept was found more likeable by consumers than the Healthy and Delicious Energy concept. It generates a considerably higher mean ratio as well as a considerably high top two box (Like Extremely/Like Very Much) with almost double the preference for Tropical Relaxation. LIKEABLITY
  • LIKEABLITY
    • Healthy and Delicious Energy Tropical Relaxation
    • Base (50) (50)
            • % %
    • Like 86 45
    • Like extremely/Very Much 14 22
    • Like extremely - 3
    • Like very much 14 8
    • Like somewhat 34 18
    • Like slightly 10 8
    • Neither like nor dislike 28 8
    • Dislike 14 5
    • Dislike slightly 6 3
    • Dislike somewhat 4 1
    • Dislike very much 2 1
    • Dislike extremely 2 -
    • Mean 5.92 6.44
  • Findings Again Tropical Relaxation outperformed Healthy Delicious Energy in the top two box category. Tropical Relaxation was noted by many respondents as different whereas Healthy Delicious energy was not seen as different at all. DIFFERENTIATION
  • Healthy and Delicious Energy Tropical Relaxation Base (50) (50) % % Extremely/Very different 28 42 Extremely different - 10 Very different 28 32 DIFFERENTIATION
  • Findings The Tropical Relaxation concept generated great intended purchase frequency with more than twice as many respondents claiming they would buy it frequently. PURCHASE FREQUENCY
  • Healthy and Delicious Energy Tropical Relaxation Base (50) (50) % % Often 12 28 Sometimes 64 62 PURCHASE FREQUENCY
  • Healthy and Delicious Energy Tropical Relaxation (50) (50) Completely/Very Well % % Will give you more energy 52 20 Will taste good 28 46 Will be refreshing 42 48 Will be product for someone like you 30 44 Will make you feel good 20 20 Would be a beverage you would drink 26 40 Will make you feel healthy 12 24 Will make you feel cool 12 16 Is something I would recommend to a friend 18 24 ATTRIBUTE RATING
  • Findings Healthy Delicious Energy is the clear winner in the energy category. Tropical Relaxation fared well in the taste category beating Healthy Delicious Energy by a wide margin of respondents. Both concepts were perceived as refreshing with a small margin of respondents claiming Tropical Relaxation would be more refreshing than Healthy and Delicious Energy. Tropical Relaxation was clearly the concept that respondents could relate to and associated more with themselves. ATTRIBUTES
  • Findings Continued Both concepts generated positive feedback as to whether or not the beverage would make them feel good. A much larger margin of respondents saw themselves drinking Tropical Relaxation as opposed to Healthy Delicious Energy. Tropical Relaxation was also the category leader in the healthy department. Respondents replied that neither concept will make them feel cool. Overall, respondents would be more likely to recommend Tropical Relaxation to friends as opposed to Healthy Delicious Energy. ATTRIBUTES
  • Healthy Delicious Energy, overall was not seen as a healthy beverage option. Tropical Relaxation is the clear favorite chosen as the better-tasting beverage consumers would be more likely to drink. Both concepts were not considered by respondents as products that would either make them feel good about themselves or cool. Respondents replied that they would be less likely to recommend to a friend for both concepts. We found that Tropical Relaxation was better received than Healthy Energy. In order to improve the taste concept, further research should be conducted regarding health associations and product image ie. how it reflects RTD Iced Tea drinkers self image. CONCLUSIONS+RECOMMENDATIONS