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A MARKETING RESEARCH PRESENTATION PREPARED FOR: Meat and Livestock Australia CLIENT CONTACTS:

A presentation prepared for Meat and Livestock Australia, analyzing brand health, meat performance, and advertising performance of lamb.

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A MARKETING RESEARCH PRESENTATION PREPARED FOR: Meat and Livestock Australia CLIENT CONTACTS:

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  1. LAMB TRACKING 2002 A MARKETING RESEARCH PRESENTATION PREPARED FOR: Meat and Livestock Australia CLIENT CONTACTS: David Thomason, Karen Judson, Carryn Watson TLE CONSULTANTS: Marika Lind, Jamie Yong TLE 32588 January 2002 LAMB TEAM PRESENTATION Q2

  2. Agenda BACKGROUND AND OBJECTIVES BRAND HEALTH SUMMARY All Meats MEAT PERFORMANCE Lamb ADVERTISING PERFORMANCE ‘Hands’ Execution Brand v’s Tactical Assessment SUMMARY AND NEXT STEPS

  3. BACKGROUND AND OBJECTIVES BRAND HEALTH SUMMARY All Meats MEAT PERFORMANCE Lamb ADVERTISING PERFORMANCE ‘Hands Execution’ Brand v’s Tactical Assessment SUMMARY AND NEXT STEPS

  4. Sampling • Continuous Sample • N= 1200 face to face interviews per year • n=24 interviews per week for 50 weeks (n= 8 per week in each city Syd/Melb/Bris) • Main grocery buyers and meal preparers • Aged 18- 64 • Note: approx n=385 (32%) of continuous sample will be Mums with kids JULY 2001 JULY 2002 Core Measures Boosts/ Ad hoc Continuous Sampling BOOST BOOST BOOST BOOST Boost TOTAL SAMPLE N=1200 CONTINUOUS PLUS APPROX 4 X n=200 BOOSTS PER YEAR

  5. PRE 11-19 Sept 1999 N=239 POST 13 Nov – 18 Dec 1999 N=362 WAVE 1 6-18 Sept 2000 N=201 WAVE 2 18 Nov – 1 Dec 2000 N=260 WAVE 3 3-11 Feb 2001 N=209 WAVE 4 12-18 May 2001 N=201 Q1 7 July-19 Oct 2001 N=492 Q2 20 Oct – 16 Dec 2001 N=473 Pre ‘Brand’ campaign Utilised as a benchmark pre-activity First TLE dipstick Post ‘Brand’ campaign Utilised as assessment of ‘Brand’ execution Post assessment of ‘Sundays’ and ‘Footy Finals’ activity Post assessment of ‘Goth’ activity Boost of n=60 mums with kids Post assessment of ‘Goth’ and Australia Day activity Post assessment of ‘Mother’s Day’ activity Post assessment of mince activity and continuous meat monitor begins Q2 continuous meat monitor plus chop boost Tracking

  6. BACKGROUND AND OBJECTIVES BRAND HEALTH SUMMARY All Meats MEAT PERFORMANCE Lamb ADVERTISING PERFORMANCE ‘Hands’ Execution Brand v’s Tactical Assessment SUMMARY AND NEXT STEPS

  7. Top of Mind – All Meats LAMB TOP OF MIND DECLINING SLIGHTLY CHICKEN GROWING SHARE OF MENTIONS SINCE W4 BASE: TOTAL SAMPLE EACH PERIOD

  8. Top of Mind – All Meats (Mums with kids) MUMS (ALL AGE KIDS) SHOW SOME DECLINE IN LAST WAVE (CHOP TARGET WAS 5-12 YEARS) BASE: MUMS WITH KIDS EACH PERIOD

  9. Preferred Meat Type - First Preference LAMB FIRST PREFERENCE REMAINS FAIRLY STABLE, CHICKEN AND BEEF PLATEAUING BASE: TOTAL SAMPLE EACH PERIOD

  10. Preferred Meat Type – Mums With Kids LAMB PREFERENCE DECLINING SLIGHTLY FOR MUMS IN THE LAST QUARTER (STRONGEST PREFERENCE W3 GOTH, FEB 2001) BASE: MUMS WITH KIDS EACH PERIOD

  11. Recency of Purchase – Last Seven Days LAMB L7 DAYS APPROACHING W3 PEAK, BUT STILL BELOW 2000 FIGURES. CHICKEN AND BEEF SHOW SOME DECLINE BASE: TOTAL SAMPLE EACH PERIOD

  12. Last 7 Days Purchase – Mums With Kids ALL PROTEINS SHOWING SOME DECLINE FOR MUMS… PARTICULARLY BEEF AND CHICKEN BASE: MUMS WITH KIDS EACH PERIOD

  13. Mean Frequency of Purchase – Total Sample Purchases per month MEAN FREQUENCY OF LAMB PURCHASE FAIRLY STABLE SINCE W4, BUT STILL HIGHER THAN WHEN TRACKING COMMENCED BASE: TOTAL SAMPLE EACH PERIOD

  14. Mean Frequency of Purchase – Mums with Kids Purchases per month LITTLE CHANGE FOR LAMB SINCE W4, ALL OTHERS STABLE OR IN SLIGHT DECLINE BASE: MUMS WITH KIDS EACH PERIOD

  15. TVC Unprompted Advertising Recall -Total Sample (n=362) (n=201) (n=260) (n=209) (n=75) (n=492) (n=473) STRONG RESPONSE TO MOTHERS DAY EXECUTION IN W4, Q2 (CHOP) RESULTS LOWER THAN PREVIOUS PERIODS BASE: TOTAL SAMPLE EACH PERIOD

  16. TVC Unprompted Advertising Recall – Mums with Kids DECLINE IN AWARENESS FOR MUMS SINCE THE MOTHERS DAY CAMPAIGN, BUT DECLINES ALSO RECORDED ACROSS ALL MEATS. LAMB STILL LEADS THE WAY BASE: ALL MUMS WITH KIDS IN EACH PERIOD

  17. Magazine Unprompted Advertising Recall –Total sample (n=492) (n=473) ONLY TWO DATA POINTS FOR MAGAZINE RECALL… LAMB REMAINS STABLE, HOWEVER FAIRLY LOW LEVELS OF AWARENESS GENERALLY ACROSS PROTEINS BASE: TOTAL SAMPLE EACH PERIOD

  18. Magazine Unprompted Advertising Recall–Mums with Kids (n=298) (n=250) SLIGHTLY HIGHER LEVELS OF MAGAZINE AWARENESS FOR MUMS. BEEF RESULTS SHOW STRONG DECLINE BASE: ALL MUMS WITH KIDS IN EACH PERIOD

  19. Summary- Meat Overview • Quarter two results highlight difficulties for most proteins • Beef shows a decline in preference amongst mums over the last period, with this shift going strongly to Chicken (seasonal?) • Of concern is the Last 7 days purchase decline amongst Mums for all proteins, with frequency of purchase also plateauing • Declining TV advertising awareness is also evident for the latest period across all meats, although Lamb still leads the way with higher levels of awareness amongst the total sample and mums targets • For Lamb, Quarter 2 shows an overall dampening of brand health results amongst the mums segment, while the total sample indicators remaining fairly stable

  20. BACKGROUND AND OBJECTIVES BRAND HEALTH SUMMARY All Meats MEAT PERFORMANCE Lamb ADVERTISING PERFORMANCE ‘Hands’ Execution Brand v’s Tactical Assessment SUMMARY AND NEXT STEPS

  21. Lamb Awareness – Total & Mums With Kids 6-11 TOP OF MIND SALIENCE DOWN SLIGHTLY, HOWEVER SPONTANEOUS AWARENESS DECLINING MOST STRONGLY AMONGST THE MUMS SEGMENT FOR Q2 BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  22. Lamb Disposition – Total & Mums With Kids 6-11 DISPOSITION TRENDING UP SLIGHTLY FOR THE TOTAL SAMPLE, HOWEVER SOME EROSION FROM TOP BOX AMONGST MUMS OF 6-11’s BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  23. Lamb Nett Disposition – Total & Mums With Kids 6-11 NETT RESULTS- MUMS WITH KIDS DISPOSITION UNCHANGED BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  24. Lamb Purchase - Total & Mums With Kids 6-11 TOTAL SAMPLE PURCHASE FAILRY STABLE SINCE THE POST READ (DEC 99). MUMS DECLINING IN LAST QUARTER BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  25. Lamb Preference - Total & Mums With Kids 6-11 FIRST AND SECOND PREFERENCE DECLINING SLIGHTLY IN Q2 FOR THE MUMS SEGMENT BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  26. Lamb Positioning - Total PRE POST WAVE 1 WAVE 2 WAVE 3 WAVE 4 QTR 1 QTR 2 (n=239) (n=362) (n=201) (n=260) (n=209) (n=201) (n=492) (n=473) % % % % % % % % Versatility/Preparation Very versatile 40 52 36 35 35 40 37 39 Easy to cook and prepare 39 52 38 45 36 40 42 47 Fits with modern food 32 43 19 35 23 25 34 41 Not sure of best cooking methods 14 20 15 18 18 17 N/A N/A Australia Pride An important part of Australian life 53 61 45 48 44 55 54 51 I’m proud to buy and serve this 49 59 41 43 44 49 48 51 It’s the Australian meat 46 57 55 52 47 57 52 53 Flavour It’s delicious to eat 50 55 49 44 46 44 49 54 It’s normally juicy and tender 46 53 45 46 43 51 47 48 Carries flavour of my cooking well 39 53 34 36 37 43 44 43 It’s uniquely flavoursome 39 47 32 42 41 40 42 44 KPI MOST IMAGERY ATTRIBUTES STABLE OR IMPROVING BASE: TOTAL SAMPLE IN EACH PERIOD

  27. Lamb Positioning - Total PRE POST WAVE 1 WAVE 2 WAVE 3 WAVE 4 QTR 1 QTR 2 (n=239) (n=362) (n=201) (n=260) (n=209) (n=201) (n=492) (n=473) % % % % % % % % Family It’s well liked in our household 44 55 40 42 42 43 46 47 It’s a children’s favourite 14 20 13 18 12 15 21 30 Health I think it’s quite fatty 33 39 35 30 33 29 31 32 It can make healthy meals 32 39 26 35 29 33 35 44 It can make light meals 18 26 12 17 15 14 20 25 Stocking Automatically buy lamb whenever I shop 35 37 31 30 31 23 36 32 KPI KPI CONTINUING IMPROVEMENT ON KPI’s AGAINST THE TOTAL SAMPLE. . . HEALTHY AND LIGHT ALSO IMPROVING BASE: ALL RESPONDENTS IN EACH PERIOD

  28. Lamb Positioning – Mums with Kids 6-11 years QTR 1 QTR 2 (n=130) (n=181) % % Versatility/Preparation Very versatile 43 40 Easy to cook and prepare 50 46 Fits with modern food 37 45 Australia Pride An important part of Australian life 57 49 I’m proud to buy and serve this 53 55 It’s the Australian meat 53 53 Flavour It’s delicious to eat 53 53 It’s normally juicy and tender 56 43 Carries flavour of my cooking well 45 40 It’s uniquely flavoursome 52 42 KPI MODERNITY IMPROVING SIGNIFICANTLY IN Q2, HOWEVER SIGNIFICANT DECLINES IN TWO FLAVOUR ATTRIBUTES BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  29. Lamb Positioning – Mums with Kids 6-11 years QTR 1 QTR 2 (n=130) (n=181) % % Family It’s well liked in our household 48 45 It’s a children’s favourite 19 34 Health I think it’s quite fatty 27 38 It can make healthy meals 37 44 It can make light meals 14 27 Stocking Automatically buy lamb whenever I shop 37 34 KPI KPI STRENGTHENING OF ‘CHILDREN’S FAVOURITE’ KPI AMONGST MUMS BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  30. Correspondence Analysis Map LIGHT/ CONTEMPORARY FUNCTIONAL MEAT ATTRIBUTES AUSTRALIAN/ HERITAGE PRODUCT ATTRIBUTES STRENGTHENING FOR LAMB (PREPARATION, FLAVOUR AND JUICINESS), BEEF GAINING MORE ‘AUSTRALIAN HERITAGE’ STATUS BASE: ALL RESPONDENTS QUARTER 2 (N=473)

  31. Normalised Imagery BEEF LAMB CHICKEN Delicious Quite fatty Can make healthy meals Juicy and tender Carries flavours of cooking well Can make light meals Proud to buy and serve 31 Children’s favourite Fits with modern food Uniquely flavoursome Easy to cook/prepare Very versatile Well liked in our household The Australian meat Automatically buy Heavy and filling Important part of Aust. life BEEF STRENGTHENING ON AUSTRALIAN HERITAGE VALUES… LAMB WEAKENING ON DIFFERENTIATING ATTRIBUTES V’S KEY COMPETITORS

  32. Normalised Imagery MUTTON FISH PORK Delicious 34 29 Quite fatty Can make healthy meals Juicy and tender Carries flavours of cooking well 31 Can make light meals Proud to buy and serve Children’s favourite Fits with modern food Uniquely flavoursome Easy to cook/prepare Very versatile Well liked in our household The Australian meat Automatically buy Heavy and filling Important part of Aust. life MUTTON REMAINS FATTY. STILL THE LEAST DIFFERENTIATED OF ALL MEATS

  33. Lamb Emotional Territory – Total Wave 4 QTR 1 QTR 2 (n=201) (n=492) (n=473) % % % Occasions Encourages the warmth of sharing and togetherness 39 43 49 Makes each meal a celebration 35 35 40 Makes an everyday meal occasion a little special 31 37 40 Lifestyle Fits a modern and sophisticated lifestyle 23 35 41 Fits a fast paced lifestyle 16 28 35 Emotional Benefit Is loved by Australians 55 52 52 Brings back memories that comfort me 36 39 41 Is something I can rely on 30 35 41 Makes me feel in control of meals in the household 21 43 43 Physical Gives power and stamina 29 31 34 Makes you feel energetic and on the go 18 29 33 KPI KPI KPI CONTINUED GAINS ON MOST EMOTIONAL ATTRIBUTES, AND BOTH OCCASION KPI’s BASE: ALL RESPONDENTS IN EACH PERIOD

  34. Lamb Emotional Territory – Mums with Kids 6-11 years QTR 1 QTR 2 (n=130) (n=181) % % Occasions Encourages the warmth of sharing and togetherness 49 44 Makes each meal a celebration 42 37 Makes an everyday meal occasion a little special 39 40 Lifestyle Fits a modern and sophisticated lifestyle 42 43 Fits a fast paced lifestyle 32 39 Emotional Benefit Is loved by Australians 57 49 Brings back memories that comfort me 42 43 Is something I can rely on 35 43 Makes me feel in control of meals in the household 46 46 Physical Gives power and stamina 33 41 Makes you feel energetic and on the go 31 37 KPI KPI KPI GAINS ON THE MORE FUNCTIONAL ATTRIBUTES… BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  35. Correspondence Analysis Map NOSTALGIA SHARING OCCASIONS CONVENIENCE AND RELIABILITY STRENGTH EMOTIONAL TERRITORY NOW WELL ESTABLISHED FOR LAMB. . . BEEF MORE ‘RATIONAL’ BASE: ALL RESPONDENTS QUARTER 2 (N=473)

  36. Normalised Imagery LAMB BEEF CHICKEN Fits a modern/ sophisticated lifestyle Encourages warmth & sharing Fits into a fast paced lifestyle Makes each meal a celebration Is something I can rely on Is loved by Australians Brings back memories that comfort me Makes an everyday meal a little special Gives power and stamina Makes you feel energetic and on the go Makes me feel in control of meal in household LAMB CHALLENGED ON HEARTLAND BY BEEF. OVERALL, BEEF AND CHICKEN SERVING HIGHLY FUNCTIONAL ROLES

  37. Lamb TVC Unprompted Recall LOWER RECALL IN Q2 (CHOPS) FOR THE TARGET. MOTHERS DAY STILL THE STRONGEST PERFORMER BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  38. Lamb Magazine Unprompted Advertising Recall MUMS RECALL OF MAGAZINE DOWN SLIGHTLY BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)

  39. Summary- Lamb Performance • Softening results for lamb have been most felt within the target of Mums with kids 6-11 (broadening to Mums + kids 5-12 next quarter) • Lamb salience has declined slightly, corresponding with a decline in TVC and Magazine recall over the period for both segments • While disposition and purchase recency remain reasonably stable for the total sample, the mums with kids segment also shows some decline • Image wise, a strengthening of rational attributes has given way to an erosion in Australian Heritage values- although we could expect a strong recovery post Aust Day! • Emotional benefits for Lamb remain strong

  40. Profile of Lamb Purchase HEAVY MEDIUM LIGHT NEVER WHAT ARE THE OPPRTUNITIES TO TRADE UP MEDIUM CONSUMERS TO HEAVY? BASE: Q1 – Q2 DATA N=965

  41. HEAVY MEDIUM LIGHT More likely to be… • Mid to older age (75% 34+) • Female (87%) • Dependent children (70%) • Have younger children aged 6-11 (35%) 0-5 (29%) • Have very strong disposition (67% very positive) • One quarter rank as first choice meat, over 50% as first or second More likely to be … • Mid to older • Female (87%) • Dependent children (71%) • Have younger children • Reasonable disposition (50% very positive) • Lower first choice, 30% rank as first or second choice More likely to be… • Younger (34% 18-34) • Slightly more likely to be male (82% female) • Less likely to have dependent children (64%) • If they do have dependent children … more likely to be 0-5 • Have lower (but still positive disposition – 28% very positive, 45% somewhat positive) OUR STRONG ENDORSERS – WHAT DO THEY ‘BELIEVE’ ABOUT LAMB? SOME SIMILARITIES … HOW TO INCREASE FREQUENCY? MORE LIKELY OUTSIDE OUR FAMILY TARGET, BUT STILL HAVE POTENTIAL…. Profiling Lamb Purchase

  42. Exploring Lamb Beliefs Heavy Medium Light Never n=309 n=283 n=305 n=68 % % % % Is delicious to eat 72 54 40 4 Important part of Australian life 68 58 39 15 Proud to buy and serve 66 56 36 4 Well liked in household 66 51 33 2 The Australian meat 65 58 41 22 Juicy and tender 63 51 35 7 Carries flavour of cooking 58 48 34 6 Automatically buy 58 32 18 3 Uniquely flavoursome 57 45 33 10 Easy to cook and prepare 57 48 37 9 Healthy meals 54 41 32 6 Fits with modern food 51 36 31 7 Versatile 51 42 29 4 Children’s favourite 38 27 15 3 Light meals 31 23 17 3 Quite fatty 27 32 33 34 Heavy and filling 24 26 21 13 CORE ATTRIBUTES REPRESENTED ACROSS HEAVY AND MEDIUM SEGMENTS (ALBEIT LOWER IN MEDIUM) AUSTRALIAN CUES REINFORCED BY LIGHT, BUT MUCH WEAKER OVERALL

  43. Exploring Lamb Beliefs Heavy Medium Light Never n=309 n=283 n=305 n=68 % % % % Is loved by Australians 64 59 40 18 Encourages warmth and sharing of togetherness 60 53 33 4 Makes me feel in control of meals in the household 60 47 30 3 Is something I can rely on 56 39 25 4 Brings back memories that comfort me 53 46 30 0 Fits a modern / sophisticated lifestyle 51 41 29 2 Makes an everyday meal a little special 51 41 29 6 Makes each meal a celebration 49 40 30 4 Gives power and stamina 45 33 26 3 Fits into a fast paced lifestyle 44 33 24 3 Makes you feel energetic and on the go 43 34 22 3 CORE ‘HEAVY’ USER ATTRIBUTES REFLECTED IN OTHER GROUPS. CONTROL OF MEALS AND RELIABILITY LOWER FOR MEDIUM AND LIGHT USERS – EMOTIONAL CONNECTION IN GENERAL LOW AMONGST LIGHT

  44. Lamb Drivers- Functional RankDisposition Rank Purchase % % I think its quite fatty 1 14 3 11 It’s well liked in our household 2 13 17 1 It’s delicious to eat 3 12 4 7 I’d always automatically buy some whenever I shop 4 11 1 27 I’m proud to buy and serve 5 9 15 1 It can make light meals 6 8 12 2 It’s an important part of Australian life 7 7 2 13 It’s normally juicy and tender 8 6 14 2 It carries flavours of my cooking well 9 5 11 3 It can make healthy meals 10 4 9 4 It’s very versatile, lots of different ways to cook it 11 4 8 5 It fits with more modern food 12 2 13 2 I find it heavy and filling 13 2 10 4 Its uniquely flavoursome 14 1 16 1 It’s a children's favourite 15 1 7 5 It’s easy to cook and prepare 16 1 6 6 Is the Australian meat 17 1 5 6 FATTINESS IS THE KEY ASPECT TO CONTINUALLY CHALLENGE. DELICIOUS, PRIDE AND LIKED IN HOUSEHOLD REINFORCED

  45. Lamb Drivers- Emotional RankDisposition Rank Purchase % % Is loved by Australians 1 16 3 11 Brings back memories that comfort me 2 16 2 12 Makes me feel in control of meals in the household 3 12 5 7 Gives power and stamina 4 11 9 5 Makes you feel energetic and on the go 5 11 4 10 Encourages the warmth of sharing and togetherness 6 9 11 3 Is something I can rely on 7 8 1 29 Fits into a fast paced lifestyle 8 7 8 6 Makes each meal a celebration 9 5 10 4 Makes an everyday meal occasion a little special 10 4 6 7 Fits a modern and sophisticated lifestyle 11 1 7 7 ‘LOVED’ AND MEMORIES AND CONTROL OF MEALS ALSO KEY

  46. Summary- Driving Growth • Fattiness remains a core aspect to continually challenge • Other drivers reinforce the ‘Australian Pride’ aspect of Lamb • Importance to Australian life, pride in serving, ‘The Australian meat’, ‘loved by Australians’ • Convenience elements to be reinforced are ‘In control of meals’ and ‘reliability’

  47. BACKGROUND AND OBJECTIVES BRAND HEALTH SUMMARY All Meats MEAT PERFORMANCE Lamb ADVERTISING PERFORMANCE ‘Hands’ Execution Brand v’s Tactical Assessment SUMMARY AND NEXT STEPS

  48. Reach And Branded Reach – ‘Hands’ MEAT BRANDED SEEN BRANDED REACH = 42% Lamb= 91% 56% not seen 46% seen Beef = 1% Pork = 2% Don’t know = 6% BASE: TOTAL SAMPLE WAVE 5 N=189 BASE: ALL CLAIMING TO RECOGNISE TVC (N=87) SOLID RECALL FOR CHOP AMONGST MUMS, AND STRONG BRANDING

  49. Advertising Diagnostics– ‘Hands’ (N= 189) % DIAGNOSTICS I enjoyed the ad 48 Think about serving in the near future 26 It makes the meat seem much more appealing 15 It could be for any type of meat 14 Message was relevant to me 9 HIGH LIKEABILITY AND FOR A QUARTER PROMPTS A RESPONSE

  50. Advertising Take Out – ‘Hands’ (N=189 ) % KEY MESSAGES Easy to eat with hands/fingers 44 Children like lamb / good for them 26 Makes a tasty / wholesome meal 23 Good / healthy for you 16 Everyone loves lamb 11 Easy / fast to cook 7 Buy / eat more lamb 6 Good for BBQ’s 6 ON TARGET- KEY MESSAGES KIDS CONVENIENCE AND LIKEABILITY BASE: SEEN AD

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