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MAKING THE SALE BEFORE THE SALE
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  1. MAKING THE SALE BEFORE THE SALE

  2. IN NOVEMEBER 2011 TVNZ worked with our Agency Partners, Retailers and Colmar Brunton to design a piece of research that would allow us to understand: – When purchase decisions occur – The role of brand and – How each media influences behaviour

  3. THE RESEARCH APPROACH ONLINE SURVEY OF RECENT PURCHASERS : LAST 3 MONTHS : n=912 1 : high involvement 2 3 :mid involvement :low involvement Purchase behaviours and timelines. Influences on purchase and retailer decisions (incl. media). *Sample sourced from CBClique Panel Fieldwork conducted 24 Nov – 5 Dec 2011. 20 minute interview. C. 300 sample in each category. Total n=912

  4. THE RESEARCH APPROACH CHOICE-BASED CONJOINT APPROACH Consumers were shown a number of different competitive pricing scenarios and are asked to make a preference or choice between the competing options / retailers. THE 3 PRODUCTS TESTED WERE; BBQ Kettle TV A Masport 6 Burner BBQ Priced between $539–$599 A Breville 1.7L Cordless Electric Kettle Priced between $120–$139 A Sony 40” TV with Freeview Priced between $850–$999

  5. EXAMPLE OF CHOICE-BASED CONJOINT APPROACH

  6. Insight One

  7. REASON FOR STORE CHOICE CAN BE BROKEN INTO DISTINCT TYPES OF INFLUENCE Price perceptions Previous experience/ recommendations Staff/service Range Location Loyalty programmes PRE-DEMAND INFLUENCES Perceptions prior to and distinct from specific price messaging. ACTIVATION INFLUENCES Direct influence as a result of exposure to a price/advertising offer. Price/promo Specific price advertising

  8. MORE THAN HALF OF STORE DECISIONS ARE DRIVEN BY PRE DEMAND INFLUENCES Main reasons for store choice KETTLE/TOASTER TELEVISION OUTDOOR ITEM PRE-DEMAND INFLUENCES ACTIVATION INFLUENCES

  9. THE LEVEL OF PRE-DEMAND DIFFERS SIGNIFFICANTLY FROM RETAILER TO RETAILER TV Purchase – main reason for store choice BRAND A BRAND B BRAND C PRE-DEMAND INFLUENCES ACTIVATION INFLUENCES Base: Bought TV from Retailer. Brand A (n=60); Brand B (n=61); Brand C (n=30)

  10. Insight Two

  11. FOR THE TV CATEGORY PRE-DEMAND CLOSELY MIRROR STORE VISITATION PRE-DEMAND FOR STORES CONVERSION STORES VISITED & PURCHASED FROM Base: Product Purchasers; TV (n=308) – Strong pre-demand is my first choice of store or one of several stores I would strongly consider shopping at.

  12. Insight Three

  13. BUYER AWARENESS IS HIGH – THEY KNOW WHO THEY ARE GOING TO BUY FROM WHEN THEY LEAVE THE HOUSE KNEW WHICH STORE TO BUY FROM BEFORE LEAVING HOME Base: product bought; TV (n=308), Outdoor (n=296), Kettle/toaster (n=308);

  14. PRE DEMAND DRIVES DECISIONS. RETAILER DECISIONS ARE MADE UP TO A MONTH OUT FROM PURCHASE – MORE SO FOR HGH INVOLVEMENT PRODUCT DECIDED WHICH STORES TO VISIT Base: product bought; TV (n=308), Outdoor (n=296), Kettle/toaster (n=308);

  15. Insight Four

  16. BRANDS WITH HIGHER PRE DEMAND ACHIEVES HIGHER PRICE POINTS PRICE ELASTICITY – 40” TV Base: product bought; TV (n=308), CBC Modelling

  17. IN THINGS REMAINING EQUAL – THERE WAS 6% DIFFERENCE IN THE ‘ACCEPTABLE’ PRICE POINT BETWEEN BRAND A AND BRAND C PRICE ELASTICITY – 40” TV Base: product bought; TV (n=308), CBC Modelling

  18. Insight 5

  19. HYGIENE FACTOR – ALL MEDIUMS COMMUNICATION EFFECTIVELY ON PRICE Information noticed Price/sale information by medium Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising (n=78)

  20. EMOTIVE COMMUNICATION - TV IS THE MOST EFFECTIVE MEDIUM AT BUILDING PRE DEMAND Press Ads noticed for: - Which store has the best price- General store info (hours, location) TV Ads noticed for: - Store benefits - Which store to visit - Which stores deliver an enjoyable experience- Which stores are for people like me- General Sales EMOTIONAL FUNCTIONAL Both noticed for: - Sale of specific product- Stores offering lowest prices in general- Product info- Best range- Best staff / service- Stores I can trust- Stores that are experts / leaders Base: purchase TV (n=308); noticed TV advertising in lead up to purchase (n=45); noticed newspaper advertising in lead up to purchase (n=78)

  21. EMOTIVE COMMUNICATION – TV IS THE BEST MEDIUM IN WHICH TO COMMUNICATE EMOTIONAL BENEFIT Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising (n=78)

  22. EMOTIVE COMMUNICATION – TV IS THE BEST MEDIUM IN WHICH TO COMMUNICATE EMOTIONAL BENEFIT Base: product purchasers; TV (n=308) – Kettles/Toasters tend to be more price driven and less involved so not used, noticed TV advertising (n=45); noticed newspaper advertising (n=78)

  23. Insight Six

  24. PROGRAMME INTEGRATION HAS BEEN PROVEN TO SHOW STRONG LIFTS IN PRE- DEMAND MEASURES Colmar Brunton Post Analysis around Noel Leeming integration into Wheel of Fortune – September 2008