2008 MMNPL Executive Summary

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Most Memorable New Product Survey Executive Summary - 2008

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2008 MMNPL Executive Summary

  1. 1. EXECUTIVE SUMMARY
  2. 2. Survey Objectives <ul><li>This survey was designed to: </li></ul><ul><ul><li>Identify most memorable new products of 2008 among 50 new products selected by Schneider Associates, Mintel and IRI Inc. </li></ul></ul><ul><ul><li>Measure new product awareness and purchase </li></ul></ul><ul><ul><li>Identify where consumers obtain new product information </li></ul></ul><ul><ul><li>Identify trends that influence purchase behavior </li></ul></ul>
  3. 3. Survey Methodology <ul><li>Conducted an online survey of 1,000 respondents aged 18+ who are primary household shoppers in one of the following categories: </li></ul><ul><ul><li>Grocery </li></ul></ul><ul><ul><li>Personal and beauty care shopping </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Toys </li></ul></ul><ul><li>Final respondent count was census-balanced based on the following demographic markers: </li></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Income </li></ul></ul><ul><ul><li>Geographic region </li></ul></ul><ul><li>Conducted in September 2008 </li></ul>
  4. 4. Ten Most Memorable New Products of 2008 (Aided Recall) <ul><li>Nintendo Wii Fit </li></ul><ul><li>iPod Touch </li></ul><ul><li>Bud Light Lime </li></ul><ul><li>McDonald’s Southern Style Chicken Biscuit & Sandwich </li></ul><ul><li>Kraft Mac & Cheese Crackers </li></ul><ul><li>KY Yours + Mine Couples Lubricant </li></ul><ul><li>Gatorade G2 </li></ul><ul><li>7. Yoplait Fiber One </li></ul><ul><li>9. MacBook Air </li></ul><ul><li>9. Rock Band </li></ul><ul><li>9. Burger King Apple Fries </li></ul><ul><li>9. Neosporin Neo To Go! </li></ul><ul><li>9. Kraft Bagel-fuls </li></ul>
  5. 5. 69% 41% 35% <ul><li>69% of survey respondents could not remember a single new product launched in 2008. </li></ul>
  6. 6. <ul><li>96% of respondents could not name a single new product from the top 50 new product launch list complied by Schneider Associates, Mintel and IRI. </li></ul>96% 77% 81% 57% 56% 50% 33%
  7. 7. Top 10 Sources of New Product Information <ul><li>Consumers most often used TV-based communication to learn about new products. </li></ul><ul><li>However, in-store displays/signage also seem to play an important role in the communication process. </li></ul>
  8. 8. New Product Attribute Influence <ul><li>Brand name is the most influential attribute for consumers buying a new product. </li></ul><ul><li>For food and beverage products, no trans fat and functional health benefits are very important—especially for women. </li></ul><ul><li>Products that were made locally or were environmentally-friendly scored high across the board, showing that consumers pay attention to where their purchases come from and their impact on the world. </li></ul>#1
  9. 9. New Product Early Adopters <ul><li>The new product category plays a role in what percentage of consumers are early adopters. </li></ul><ul><li>Age and gender clearly play a role in the likelihood of a consumer being an early adopter. </li></ul><ul><ul><li>Women are more likely to be early adopters in the grocery and personal and beauty care product categories. </li></ul></ul><ul><ul><li>Men and consumers under 45 are more likely to be technology early adopters. </li></ul></ul>

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