77106096 c&c cf cleanser 'cheer leader 2' link report

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77106096 c&c cf cleanser 'cheer leader 2' link report

  1. 1. C&C CF Cleanser “Cheer Leader 2” Link Report Kelly Chan November 2011 Job No. 77106096 November 2008
  2. 2. TABLE OF CONTENTS 1. Research Overview 2. Key Findings 3. Detailed Report 3.1 General Findings 3.2 Age Group Comparison 3.3 C&C User & Non-User Comparison 4. Research Summary
  3. 3. RESEARCH OVERVIEW 1. Introduction  In 2006, C&C test launched Clear Fairness Campaign with competitive product benefits and achieved over 100% growth, showing the good product performance and high potential.  Now the ad “Cheer Leader 2” is produced to support CF cleanser dedicatedly to further build CF cleanser awareness, and superiority to convert current competitor brand users. 2. The Ad “Cheer Leader 2” I want to be the focus of group; the dull skin makes me unconfident to show off. I want to have healthy pinkish skin with nature glory and can be more confident to stand out.  Targets: (Core) female teens aged 13-18 (main: 15-18); (Secondary) young female 19-24 with whitening skin needs  Communication Points: delivery of C&C equity (healthy pinkish skin, with confidence; fun, experimental freedom, self-expression)  Key Messages: make skin pinkish white /fair  Key Benefits: Give you pinkish fair skin so that you are more confidence to experience the possibilities 3. Objectives  Ad Intrusiveness - What people’s attitudes to the advertising are - Whether the message being communicated is on strategy - Whether the content is memorable  Brand Equity - Whether it is well branded - The effectiveness of building C&C brand image to be “Fun, Experimental, Freedom, Self-expression”  Persuasion - The effectiveness of persuading target consumers to try the product
  4. 4. RESEARCH OVERVIEW Research Design  Methodology: F2F  Fieldwork Period: 2008  Location: Shanghai, China Sample Definition  Sample Source: interviewees who have been invited into a hall  Respondent Type: - Main Sample: Female, aged from 13-18, with monthly household income 3100 RMB or above - Additional Sample: Female, aged from 19-24, with monthly household income 3100 RMB or above  Quota Main (Base: 100) RMB 3100 - 3999 RMB 4000 - 4999 RMB 5000 or above Aged 13-15 (base: 50) Aged 16-18 (base: 50) Total (base: 100) 30 20 50 Additional (Base: 50) RMB 3100 - 3999 RMB 4000 - 4999 RMB 5000 or above Aged 19-24 (base: 50)
  5. 5. Key Findings
  6. 6. KEY FINDINGS  In general, the enjoyment of the ad is with high ratings (mean score: 4.01). 75% of respondents answered that “enjoy it a lot” or “quite enjoy it”.  The ad is easy to be understood (mean score: 3.65) and new information is acceptable (mean score: 3.12). The communication points of healthy pinkish fair skin is gotten by consumers.  Content is good enough for memorable. Young girls with pinkish fair skin won more confidence to experience the possibilities.  Brand awareness is caught by consumers (99% respondents). Brand image of “confidence, fun, experimental, freedom, self-expression” is well branded in the advert.  The advert has the effectiveness to persuade young girls of aged 13-18 to try the product, and non users are willing to consider the brand for trial.
  7. 7. Detailed Report  General Findings  Age Group Comparison  C&C User & Non-User Comparison
  8. 8. GENERAL FINDINGS 1. Advert Intrusiveness – Enjoyment & Involvement 17 21 28 54 54 47 24 20 23 4 5 2 Shanghai Skin Care Average Shanghai Average Cheer Leader 2 (Q6) How much would you enjoy watching this ad each time you see it on TV? (5) A lot (4) Quite (3) Would not mind (2) Not much Mean 4.01 3.90 3.84 Base 100 1082 132 0 2 12 26 31 18 10 1 1 1 2 3 4 5 6 7 8 9 (Q7/Q8/Q9) Which one of these words do you think applies most to the advert? Cheer Leader 2 (5.70) Average (5.34) 0 10 20 30 40 50 60 70 (10) Interesting (10) Distinctive (10) Involving (10) Imitating (10) Unpleasant (10) Disturbing (0) Pleasant (0) Soothing (0) Gentle (0) Boring (0) Ordinary (0) Weak Main Most of people (75%) enjoy the ad, with response of “Enjoy a lot” or “Quite enjoy”. Compared with the average mean score 3.90, “Cheer Leader 2” is up to 4.01. People thought that it was “Involving”, “Distinctive”, “Interesting” and “Pleasant”. Compared with the average active passive mean score 5.34, “Cheer Leader 2” is 5.70.
  9. 9. GENERAL FINDINGS 1. Advert Intrusiveness – Understanding & New Information 21 71 7 1Main (Q27) How much new information does the ad give you about C&C CF cleanser? (4) A lot of new information (3) Some new information (2) No new information (1) No information at all 68 30 11Main (Q24) How easy was it to understand what was going on in the advert? (4) Very easy (3) Quite easy (2) Quite hard (1) Very hard Mean: 3.12 Mean: 3.65 43 49 68 56 48 30 2 3 1 0 0 1 Shanghai Skin Care Average Shanghai Average Cheer Leader 2 (4) Very easy (3) Quite easy (2) Quite hard (1) Very hard Mean 3.65 3.45 3.53 Base 100 1076 131 The ad is easily to be understood, with 98% of responses of “Very easy” or “Quite easy”. Compared with the average Shanghai skin care mean score 3.53, “Cheer Leader 2” is 3.65. In the meantime, new information is given about C&C CF cleanser, with 92% of responses of “A lot” or “Quite”, and mean score is up to 3.12.
  10. 10. GENERAL FINDINGS 1. Advert Intrusiveness – Message Communication 81 82 82 83 86 90 90 92 Wipe off dullness White VC beads wipe off dullness first and brighten Give me healthy beauty white skin and let me show myself Contain white VC beads Make me whiten /fair, wonderful Make skin pinkish whiten /fair Whiten skin /brighten skin Let skin be whiten and show out pinkish (Q28) How strongly does the advert give you the impression that C&C CF Cleanser... Top 2 Box Mean 3.37 3.41 3.41 3.34 3.22 3.22 3.14 3.18 Key message of “healthy pinkish skin” is accepted – C&C CF cleanser makes skin pinkish, white /fair. 92% of respondents thought it let skin be whiten and show out pinkish; 90% of respondents thought it can whiten skin /brighten skin; 90% of respondents thought it makes skin pinkish whiten /fair;
  11. 11. GENERAL FINDINGS 1. Advert Intrusiveness – Content Impressions (Q22A) Impression (n=229) Background (NET) 53 KB: make skin pinkish 6 Whitening (NET) 46 Whitening 32 After using the product, girl's face /skin is white 8 Clear fairness .deep clean fairness 7 Brand /Product Image (NET) 42 Effective /Works very well 12 A brand for young 12 Young 10 Pay off (NET) 20 After using the product, girl's 8 Effects of girl using the product other positive mentions 7 After using the product, girl's face /skin is pinkish 4 Skin Improved (NET) 19 After using the product, girl's 8 Effects of girl using the product other positive mentions 7 After using the product, girl's face /skin is pinkish 4 (Q20) Likes (n=218) Any Likes C&C CF Cleanser (NET) 80 All Reference To Girl (NET) 39 Girl is lively /energetic /healt 12 Girl's clothing 10 Girl is young 8 Ending (NET) 30 Girls dance /cheer leaders perform 24 Skin Improved (NET) 19 After using the product, girl's face /skin is white 10 Ad Image (NET) 12 Ad is young /fit young people /is lively 4 Communication Points (NET) 10 Whitening 5 (21) Dislikes (n=121) Any Dislikes (NET) 14 Ad Image (NET) 10 Ad is artificial 4 Ad is uncreative 2 Ad is boring /not interesting /dull/ does not catch my 2 Story (NET) 5 too fast /product effect is too fast 3 Product feature (pinkish fair skin) is well branded, young energetic girls are impressed. The ad meets the point. But people think the ad is ordinary and uncreative.
  12. 12. GENERAL FINDINGS 2. Brand Evaluation – Branding 99 94 54 51 42 99 95 55 52 42 C&C C&C Cleanser Clean Cleanser C&C Fairness Cleanser C&C Clean Fairness Cleanser (Q10a) What was the full name of the brand and product being advertised? (Q10b) The advert was for C&C facial cleanser. Exactly what kind function of C&C facial cleanser was being advertised? Unaided Aided 1 1 10 39 36 12 1 3.25 3.5 3.75 4 4.25 4.5 4.75 (Q11a) You've just watched an advert for C&C facial cleanser. Which one of the phrases below applies to this advert? Branding Average “Cheer Leader 2” (4.06) Average (4.01) (Q18) Brand Cues (N=149) All Reference To Girl (NET) 21 Girl is young 14 Girl is lively /energetic /heat 9 Set Up (NET) 20 Appear two girls/two cheer leaders/two girls 17 Ad Image (NET) 12 Good ad/likes ad (all other references) 4 Ad features a group of young girls 3 Color of the ad is light/refreshing/beautiful/white/pink 3 Communication Points (NET) 6 Product contains pinkish beads 3 C&C is well branded in the ad, whatever unaided or aided, people can figure out that is C&C product. C&C is for young girls, C&C cleanser let girls lively, energetic and heat, and let the skin pinkish fair, which is reflecting on the key communication point – healthy pinkish skin.
  13. 13. GENERAL FINDINGS 2. Brand Evaluation – Index 3.93 3.08 (QJ&J2) Uniqueness (QJ&J1) Relevance (QJ&J1) When you hear about C&C, how do you feel about it? (QJ&J2) How strongly do you agree or disagree that this ad is very different from other brand ad? Mean 4.1 2.96 2.84 (Q15A) Appealing (Q12) Establishing (Q26) Credibility (Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert Mean 0 20 40 60 80 Attracted Confident Surprised Contented Affectionate Inspired Excited Proud Annoyed Repelled Inadequate Unimpressed Sad Hatred Guilty Disappointed (E3) Which of these emotions did you feel strongly? (E4) And, which of these emotions did you feel at all? Endorsement From emotion test, “Attracted”, “Confident”, “Surprised” etc are reflecting on people’s mind, which is well to build the brand image of “fun, experimental, freedom, self-expression”. In addition, C&C is a growth brand (Uniqueness > Relevance). And people is willing to pay for the brand (Appealing > Establishing > Credibility). AVG Positive: 62 AVG Negative: 5
  14. 14. GENERAL FINDINGS 3. Persuasion 29 47 24 28 34 16 Users Trialists Non Trialists (Q13) Which of these phrases applies to your use of C&C CF Cleanser? (Q14) Thinking about the advert you have seen for C&C CF Cleanser, how do you think the advert will affect your use of C&C CF Cleanser? Base Potential Buyer Users 29% Trialists 47% Non Trialists 24% Potential Buyers 78% Others 22% Affected by the ad, there will be 78% of potential buyers who responded “will buy /try the product”. Users (97%) have loyalty for C&C products, while trialists (72%) will consider the product. Non trialists (67%) are willing to try. Persuasion Users: 97% Trialists: 72% Non Trialists: 67% Mean (1-4) Users: 3.48 Trialists: 2.94 Non Trialists: 2.79
  15. 15. Detailed Report  General Findings  Age Group Comparison  C&C User & Non-User Comparison
  16. 16. AGE GROUP COMPARISON 1. Brand Evaluation 4.1 4.22 3.98 2.96 2.92 32.84 2.84 2.84 Main Aged 16-18 Aged 13-15 (Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert (Q15A) Appealing (Q12) Estability (Q26) Credibility 3.93 3.98 3.88 3.08 3.12 3.04 Main Aged 16-18 Aged 13-15 (QJ&J1) When you hear about C&C, how do you feel about it? (QJ&J2) How strongly do you agree or disagree that this ad is very different from other brand ad? (QJ&J2) Uniqueness (QJ&J1) Relevance 0 20 40 60 80 100 Attracted Confident Surprised Contented Affectionate Inspired Excited Proud Annoyed Inadequate Hatred Unimpressed Sad Disappointed Repelled Guilty (E3) Which of these emotions did you feel strongly? (E4) And, which of these emotions did you feel at all? Main Aged 16-18 Aged 13-15 Endorsement Main: 57 Aged 16-18: 59 Aged 13-15: 55 Compared with the groups between aged 16-18 and aged 13-15, the main target group aged 16-18 is more appealed. Endorsement (Positive - Negative): Aged 16-18 (59) > Aged 13-15 (55) Brand Strength (Uniqueness * Relevance): Aged 16-18 (12.4) > Aged 13-15 (11.8) Brand Status (Appealing * Estability * Credibility): Aged 16-18 (35.0) > Aged 13-15 (33.9) Brand Strength Main: 12.1 Aged 16-18: 12.4 Aged 13-15: 11.8 Brand Status Main: 34.5 Aged 16-18: 35.0 Aged 13-15: 33.9
  17. 17. AGE GROUP COMPARISON 2. Persuasion 97 94 100 72 73 7167 50 75 Main Aged 16-18 Aged 13-15 (Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert Users Trialists Non Trialists Mean Main: 3.59 Aged 16-18 3.92 Aged 13-15: 3.52 Potential Buyers 76% Others 24% Potential Buyers 80% Others 20% Aged 16-18 Aged 13-15 Compared with the groups between aged 16-18 and aged 13-15, the persuasion for aged 16-18 is less than aged 13-15. Potential Buyers: Aged 16-18 (76%) > Aged 13-15 (80%)
  18. 18. Detailed Report  General Findings  Age Group Comparison  C&C User & Non-User Comparison
  19. 19. C&C USER & NON-USR COMPARISON 1. Brand Evaluation 4.1 4.33 3.91 2.96 3.24 2.732.84 3.13 2.6 Main C&C Users Non Users (Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert (Q15A) Appealing (Q12) Estability (Q26) Credibility Brand Status Main: 34.5 C&C Users: 43.9 Non Users: 27.8 3.93 4.24 3.67 3.08 3.44 2.78 Main C&C Users Non Users (QJ&J1) When you hear about C&C, how do you feel about it? (QJ&J2) How strongly do you agree or disagree that this ad is very different from other brand ad? (QJ&J2) Uniqueness (QJ&J1) Relevance Brand Strength Main: 12.1 C&C Users: 14.6 Non Users: 10.2 0 20 40 60 80 100 Attracted Confident Surprised Contented Affectionate Inspired Excited Proud Annoyed Inadequate Hatred Unimpressed Sad Disappointed Repelled Guilty (E3) Which of these emotions did you feel strongly? (E4) And, which of these emotions did you feel at all? Main C&C Users Non Users Endorsement Main: 57 C&C Users: 70 Non Users: 47 C&C users are with high praise for the brand, brand loyalty looks good (C&C User Endorsement: 70). Non users don’t know very much about C&C (Brand Status of Non Users: 27.8). Whatever C&C users or Non user, brand strength has the room for growth.
  20. 20. C&C USER & NON-USR COMPARISON 2. Persuasion 97 96 1 72 92 6467 83 61 Main C&C Users Non Users (Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert Users Trialists Non Trialists Mean Main: 3.06 C&C Users: 3.33 Non Users: 2.84 Potential Buyers 58% Others 42% Potential Buyers 65% Others 35% C&C Users Non Users C&C has capacity to persuade Non Users to try its products. Potential Buyers Comparison: Non Users (65%) > Users (58%)
  21. 21. Research Summary
  22. 22. RESEARCH SUMMARY  The ad “Cheer Leader 2” is good enough for running, communication message of “healthy pinkish skin, with confidence; fun, experimental, freedom, self- expression” is acceptable for consumers.  Brand image of “more confidence to experience the possibilities” is well presented in the advert. Brand strength shows that C&C is a growing brand, while brand status figured that C&C is the potential option for consumers.  Consumers would like to consider and try C&C products, non users are willing to buy, and they will be the potential users of C&C.
  23. 23. THANK YOU Kelly Chan

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