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Impact Survey Fmcg

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Impact Survey Fmcg

  1. 1. Results of DM pilot in FMCG sector CONFIDENTIAL IS-03
  2. 2. FMCG PILOT CAMPAIGN AND MARKET RESEARCH SETUP <ul><ul><li>Activate purchase </li></ul></ul><ul><ul><li>Hard discount shoppers </li></ul></ul><ul><ul><li>ATL only (reference group) </li></ul></ul><ul><ul><li>ATL + free press </li></ul></ul><ul><ul><li>ATL + unaddressed mailing </li></ul></ul><ul><ul><li>ATL + DM </li></ul></ul><ul><ul><li>1600 phone interviews </li></ul></ul>DISGUISED EXAMPLE IN FMCG SECTOR Source: Market research, 2005; Team analysis Campaign goal Target customers Media mix Market research method
  3. 3. KEY MESSAGES Source: Team analysis <ul><ul><li>The results presented in this document were obtained during a pilot in the FMCG sector (for player A); media involved were DM, unaddressed mailing, and Free Press, all with coupons; an ATL campaign (press) was running in parallel, focusing on brand equity building; target customers were Hard Discount shoppers </li></ul></ul><ul><ul><li>The results of the market research show that DM is a well suited medium to trigger coupon usage , as well as to build brand image. </li></ul></ul><ul><ul><ul><li>A Direct Mail campaign increases intention to use coupons compared to unaddressed and Free Press (+88% for DM versus Free Press) </li></ul></ul></ul><ul><ul><ul><li>Media with coupons improve brand perception on all brand attributes and help to bridge the gap with Hard Discounters products . </li></ul></ul></ul><ul><ul><ul><li>DM shows a better recall rate than ATL media </li></ul></ul></ul>
  4. 4. PILOT SET UP Group 2 Addressed mail + ATL Group 3a Unadressed Delta Media + ATL Group 1 Free press +ATL Group 4 Reference group (ATL only) Number of market research interviews Interviewed customers have a hard discount shoppers profile DISGUISED EXAMPLE IN FMCG SECTOR Group 3b Unadressed DistriPost + ATL 402 400 391 401 Total: 2001 interviews 407
  5. 5. KEY MESSAGES Source: Team analysis <ul><ul><li>The results presented in this document were obtained during a pilot in the FMCG sector (for player A); media involved were DM, unaddressed mailing, and Free Press, all with coupons; an ATL campaign (press) was running in parallel, focusing on brand equity building; target customers were Hard Discount shoppers </li></ul></ul><ul><ul><li>The results of the market research show that DM is a well suited medium to trigger coupon usage , as well as to build brand image. </li></ul></ul><ul><ul><ul><li>A Direct Mail campaign increases intention to use coupons compared to unaddressed and Free Press (+88% for DM versus Free Press) </li></ul></ul></ul><ul><ul><ul><li>Media with coupons improve brand perception on all brand attributes and help to bridge the gap with Hard Discounters products . </li></ul></ul></ul><ul><ul><ul><li>DM shows a better recall rate than ATL media </li></ul></ul></ul>
  6. 6. KEY MESSAGES Source: Team analysis <ul><ul><li>The results presented in this document were obtained during a pilot in the FMCG sector (for player A); media involved were DM, unaddressed mailing, and Free Press, all with coupons; an ATL campaign (press) was running in parallel, focusing on brand equity building; target customers were Hard Discount shoppers </li></ul></ul><ul><ul><li>The results of the market research show that DM is a well suited medium to trigger coupon usage , as well as to build brand image. </li></ul></ul><ul><ul><ul><li>A Direct Mail campaign increases intention to use coupons compared to unaddressed and Free Press (+88% for DM versus Free Press) </li></ul></ul></ul><ul><ul><ul><li>Media with coupons improve brand perception on all brand attributes and help to bridge the gap with Hard Discounters products . </li></ul></ul></ul><ul><ul><ul><li>DM shows a better recall rate than ATL media </li></ul></ul></ul>
  7. 7. COMPARED TO FREE PRESS, DM LEADS TO 88% INCREASE IN INTENTION TO USE COUPONS Source: Market research on 2001 customers; Team analysis Sales activation funnel Media received Percentage of respondents ‘ Do you remember seeing any ad in Free Press /receiving a mailing for player A recently?’ ‘ Did you notice the reduction coupons in the ad / mailing for player A?’ <ul><ul><li>Free Press + ATL </li></ul></ul>100 25 18 17 <ul><ul><li>Unaddressed + ATL </li></ul></ul>100 47 32 29 <ul><ul><ul><li>DistriPost </li></ul></ul></ul><ul><ul><ul><li>Delta Media </li></ul></ul></ul>100 32 23 22 <ul><ul><li>DM + ATL </li></ul></ul><ul><ul><li>100 </li></ul></ul>47 35 32 (x) Total sample size (400) (407) (391) (402) + 88% ‘ Do you have the intention to use at least one of the reduction coupons?’ DISGUISED EXAMPLE IN FMCG SECTOR 25 47 32 47 85 68 72 75 94 91 95 92 Media recall Coupon recall Intention to use at least one coupon Media recall Media received
  8. 8. KEY MESSAGES Source: Team analysis <ul><ul><li>The results presented in this document were obtained during a pilot in the FMCG sector (for player A); media involved were DM, unaddressed mailing, and Free Press, all with coupons; an ATL campaign (press) was running in parallel, focusing on brand equity building; target customers were Hard Discount shoppers </li></ul></ul><ul><ul><li>The results of the market research show that DM is a well suited medium to trigger coupon usage , as well as to build brand image. </li></ul></ul><ul><ul><ul><li>A Direct Mail campaign increases intention to use coupons compared to unaddressed and Free Press (+88% for DM versus Free Press) </li></ul></ul></ul><ul><ul><ul><li>Media with coupons improve brand perception on all brand attributes and help to bridge the gap with Hard Discounters products . </li></ul></ul></ul><ul><ul><ul><li>DM shows a better recall rate than ATL media </li></ul></ul></ul>
  9. 9. PLAYER A HAS BETTER BRAND PERCEPTION THAN HARD DISCOUNTERS ON ALL DIMENSIONS EXCEPT PRICE 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers, November 21 – November 30, 2005; Team analysis Percentage of respondents Player A Hard Discounter A Hard Discounter B DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B
  10. 10. MEDIA WITH COUPONS IMPROVE PLAYER A PERCEPTION ON SEVERAL KEY DIMENSIONS, WITH EVEN STRONGER IMPACT FOR DM, DISTRIPOST AND DELTAMEDIA… 'To which extent do you agree with the following statements concerning player A? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) DM DistriPost Percentage of respondents DeltaMedia Free Press ATL only * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR
  11. 11. DM REINFORCES PERCEPTION OF PLAYER A ON MOST ATTRIBUTES, ESPECIALLY PRICE WHERE IT BRIDGES THE GAP WITH HARD DISCOUNTERS 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 1594 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, DM Hard Discounter A Hard Discounter B Player A, ATL
  12. 12. …BRIDGING THE GAP WITH HARD DISCOUNTERS ON PRICE – DM 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, DM Hard Discounter A Hard Discounter B Player A, no media
  13. 13. …BRIDGING THE GAP WITH HARD DISCOUNTERS ON PRICE – DISTRIPOST 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, Distripost Hard Discounter A Hard Discounter B Player A, no media
  14. 14. …BRIDGING THE GAP WITH HARD DISCOUNTERS ON PRICE – DELTAMEDIA 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, Deltamedia Hard Discounter A Hard Discounter B Player A, no media
  15. 15. …BRIDGING THE GAP WITH HARD DISCOUNTERS ON PRICE – FREE PRESS 'To which extent do you agree with the following statements concerning the following brands? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) Percentage of respondents * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR Player A: customers from reference group who assessed Hard Discounter A or B Player A, Free press Hard Discounter A Hard Discounter B Player A, no media
  16. 16. KEY MESSAGES Source: Team analysis <ul><ul><li>The results presented in this document were obtained during a pilot in the FMCG sector (for player A); media involved were DM, unaddressed mailing, and Free Press, all with coupons; an ATL campaign (press) was running in parallel, focusing on brand equity building; target customers were Hard Discount shoppers </li></ul></ul><ul><ul><li>The results of the market research show that DM is a well suited medium to trigger coupon usage , as well as to build brand image. </li></ul></ul><ul><ul><ul><li>A Direct Mail campaign increases intention to use coupons compared to unaddressed and Free Press (+88% for DM versus Free Press) </li></ul></ul></ul><ul><ul><ul><li>Media with coupons improve brand perception on all brand attributes and help to bridge the gap with Hard Discounters products . </li></ul></ul></ul><ul><ul><ul><li>DM shows a better recall rate than ATL media </li></ul></ul></ul>
  17. 17. DM AND DISTRIPOST HAVE HIGHER RECALL RATE THAN OTHER MEDIA DM Distripost ATL (press)* Delta Media Free Press Internet banner** * Respondents from reference group to avoid influence of other media ** Respondents with internet connection at home or work recalling banner on website Source: Market research on 2001 customers; Team analysis Percentage of respondents DISGUISED EXAMPLE IN FMCG SECTOR +74% +90% &quot;Do you remember seeing any ad in Free Press /receiving a mailing for Player A recently?&quot;
  18. 18. MEDIA WITH COUPONS SCORE BETTER THAN ATL ON ALL DIMENSIONS 'To which extend do you agree with the following statements concerning the ad for Player A?* ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) The ad/mailing convinced me to purchase more often The ad/mailing provides credible information DM DistriPost DeltaMedia Free Press ATL only (press) The ad/mailing improves my perception of Player A The ad/mailing provides me with new information I like the ad/mailing * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree Source: Market research on 2001 customers; Team analysis Percentage of respondents recalling media DISGUISED EXAMPLE IN FMCG SECTOR
  19. 19. DM IS THE MEDIA WITH COUPONS WHICH IMPROVES BRAND PERCEPTION THE MOST 'To which extent do you agree with the following statements concerning player A? ' Rating on a scale 1 to 4*; % Completely or somewhat agree (% of 3 or 4) DM DistriPost Percentage of respondents DeltaMedia Free Press ATL only * 1: I completely disagree, 2: I somewhat disagree, 3: I somewhat agree, 4: I completely agree; Does not take into account respondents answering ‘Don’t know’ Source: Market research on 2001 customers; Team analysis Brand I trust Brand I feel close to Brand offering healthier products than other brands Attribute 4 Very tasty products Nutrition specialist Plays a role in our society Offers good value for money Brand bringing something more than other brands to my food Essential for my daily food DISGUISED EXAMPLE IN FMCG SECTOR

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