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1Prepared for: Győri Keksz March 2003
Presentation onConcept test
ofGyőri Édes
2
Background
On the total biscuit market, Győri Édes is the clear No.1. with more than 23% value share and is present in three
categories: plain sweet biscuits, sandwich biscuits and bagged wafers. Győri Édes is the best-known biscuit brand
in the Hungarian market, its top of mind awareness is 33%, unprompted is 74%, prompted awareness is 99%.
For Hungarian consumers biscuits are only for pleasure, so biscuit market is to be expanded.
Győri Édes, a “good for you” brand in LU terminology, and needs to be vitalised by launching new products
underneath. Two local production candidates are available: Győri Édes Enriched with Milk (2 recipes) Győri Édes For Tea
LU Győri Marketing needs market research to assess the performance of each mix, based both on their concept
appeal and organoleptic performance.
3
Marketing Objectives
LU Győri wants to launch a successful extension of Győri Édes to increase penetration and
increase consumptio frequency.
Research Objectives
Action Standard
Both candidates to be launched provided they are in parity with benchmark (both in terms of concept and organoleptic performance). Overall appreciation after tasting should reach minimum that of before tasting.
To check the attractiveness of the concepts, including…- purchase intention- likes and dislikes- impact on brand perception
To evaluate the overall performance of the product flavours, including...
- overall appreciation- likes and dislikes- organoleptic attributes- the impact on purchase decision
4
Sample and set-up of the research
Method: Face-to-face in-hall tests, pure monadic approach
Sample size: 3*120 respondents
Sample composition:
Gender: 100% female Age: from 18-34 years 50%, 35-50 years 50% Location: Budapest (33.3%), Debrecen (33.3%), Pécs (33.3%) Category usage criterion: consumes any sweet biscuit brand at least
once in 4 weeks
Fieldwork date: March 2003
5
TESTED CONCEPTS, PRODUCTS
6
Tested concepts, products
Odafigyelek arra, hogy mit eszem és mit adok a családomnak.
Az új ‘Győri Édes Teához’ kekszek segítenek abban, hogy acsaládomnak finom és tápláló harapnivalót nyújtsa tea vagy más meleg ital fogyasztása mellé.
A ‘Győri Édes Teához’ kekszek ízletes és tápláló összetevője a gabona.
A hosszúkás alakú keksz könnyen mártogatható bármely meleg italba.
Győri Édes Teához
Egy csomag kb. 40 db kekszet tartalmaz, amely 200g, javasolt fogyasztói ára: 179 Ft
C1
7
Tested concepts, products
Odafigyelek arra, hogy mit eszem és mit adok a családomnak.
Az új ‘Győri Édes’ kekszek segítenek abban, hogy tápláló módon nyújtsak örömöt a családomnak.
A ‘Győri Édes’ kekszek olyan kiváló minőségű, finom és tápláló összetevőkből készülnek, mint a gabona és a méz.
Győri Édes
Egy csomag kb. 46 db kekszet tartalmaz, amely 180g, javasolt fogyasztói ára: 169 Ft
C2
8
Tested concepts, products
Odafigyelek arra, hogy mit eszem és mit adok a családomnak.
Az új ‘Győri Édes Tejjel dúsított’ kekszek segítenek abban, hogy a
Családomnak egy finom és tápláló harapnivalót nyújtsak
A ‘Győri Édes Tejjel dúsított’ kekszek olyan ízletes és tápláló összetevőket tartalmaznak, mint a tej és többféle gabona
(búzaliszt, búzakorpa, zabpehely)
Győri Édes Tejjel dúsított
Egy csomag kb. 34 db kekszet tartalmaz, amely 135g, javasolt fogyasztói ára: 169 Ft
C3
9
EVALUATION OF THE CONCEPT – before tasting
15
C4. How many packages of this biscuit, if any, would you buy for the first time you purchase it?
Amount of purchase
5%
64%73%72%
18%19%
19%
8%
3% 3%1%
3%2% 3% 3%
5 or more
4
3
2
1
(120) (119)Base: If buy brand
1.45 1.75Mean:
(120)
1.48
Győri Édes Teához Győri Édes Győri Édes Tejjel dúsított
27
EVALUATION OF THE PACKAGE
35
% just right
93
82
94
-6
-11
-2
difference size of the packaging %
Not at all big enough
% Too big
7
15
4
Sensory attributes - just right scale
% too big% not at all big enough
1
4
2
Base: Total sample
C16b. Concerning the packaging size, would you say it is …
Sign.diff. É
Sign.diff. É
Győri Édes TeáhozN=120
Győri Édes N=120
Győri Édes Tejjel dúsított N=120
36
% just right
95
73
86
-3
-27
-11
difference size of the packaging
Sensory attributes - just right scale
% Reallytoo many
% not enough at all
Base: Total sample
C16c. Concerning the number of products per pack, would you say there are... % Reallytoo many
% not enough at all
4
27
13
1
0
2
Győri Édes TeáhozN=120
Győri Édes N=120
Győri Édes Tejjel dúsított N=120
Sign.diff. É, Tej
Sign.diff. É,
37
TESTING THE PRODUCT
44
% just right
73
73
85
-27
-2
9
difference colour of the product
Sensory attributes - just right scale - before tasting
% Much too dark
% notat all dark enough
Base: If buying this product
P3a. Concerning the colour of the product, would you say it is …
27
15
4
% Much too dark
% notat all dark enough
0
13
13Sign.diff. Tea, É
Győri Édes TeáhozN=120
Győri Édes N=120
Győri Édes Tejjel dúsított N=120
45
% just right
96
92
96
-1
-7
-3
difference size of the product
Sensory attributes - just right scale - before tasting
% not at all big enough
Base: If buying this product
P3b. Concerning the size of the product, would you say it is …
% much too big
% not at all big enough
% much too big
3
8
3
2
1
0
Győri Édes TeáhozN=120
Győri Édes N=120
Győri Édes Tejjel dúsított N=120
46
AFTER TASTING
53
% just right
89
90
93
-8
2
5
difference sweetness of the product
Sensory attributes - just right scale - after tasting
% not at all sweet enough
Base: If buying this product
P8a. Concerning the sweetness of the product, would you say it is…
10
4
1
% much too sweet
% not at all sweet enough
% much too sweet
2
6
6
Győri Édes TeáhozN=120
Győri Édes N=120
Győri Édes Tejjel dúsított N=120
54
% just right
88
92
90
-10
0
-6
difference softness of the product
Sensory attributes - just right scale - after tasting
% not at all soft enough
Base: If buying this product
P8b. Concerning the softness of the product, would you say it is…
11
0
8
% much too soft
% not at all soft enough
% much too soft
1
0
2
Győri Édes TeáhozN=120
Győri Édes N=120
Győri Édes Tejjel dúsított N=120
55
% just right
97
95
92
2
0
5
difference crunchiness of the product
Sensory attributes - just right scale - after tasting
% not at all chrunchy enough
Base: If buying this product
P8e. Concerning the chrunchiness of the product, would you say it is…
1
3
2
% much too chrunchy
% not at all Chrunchy enough% much
too chrunchy
3
3
7
Győri Édes TeáhozN=120
Győri Édes N=120
Győri Édes Tejjel dúsított N=120
63
92%
58%
12%
20%
15%
22%
19%
42%
11%
2%
51%
9%
9%
7%
8%
3%
Consumption habits in the familyP15a. Would you say that this product would be consumed in your household by… ? P15b. And who would be most likely to consume it ?
Yourself
Your spouse / your partner
Your children under 06 years of age
Your children between 6-11 years of age
Your children between 12-17 years of age
Your children between 18-25 years of age
Guests
Others
96%
55%
14%
14%
14%
24%
16%
39%
10%
3%
53%
7%
11%
3%
6%
8%
93%
52%
8%
19%
18%
19%
13%
36%
11%
3%
50%
13%
9%
6%
3%
5%
Base: If buying this product
(120) (118)(119)
Consume at all Consume most likely
Győri Édes Teához Győri Édes Győri Édes Tejjel dúsított
64
42%
41%
36%
32%
25%
6%
21%
21%
0%
11%
20%
19%
14%
5%
25%
6%
Consumption habits in the familyP16a. And when do you think this product would be consumed ?
P16b. And when do you think it is most likely to be consumed ?
In the afternoon
In the evening
Whenever
At "uzsonna"
In the morning
At "tízórai"
At breakfast
At dinner
41%
37%
41%
39%
30%
5%
31%
29%
1%
15%
20%
13%
14%
9%
18%
8%
48%
44%
43%
33%
36%
10%
31%
27%
1%
11%
19%
20%
9%
5%
28%
7%
Base: If buying this product
(120) (118)(119)
Consume at all Consume most likely
Győri Édes Teához Győri Édes Győri Édes Tejjel dúsított
65
98%89%
98%90%
97%92%
66%10%
71%10% 68%
8%
At home
Consumption habits in the familyP17a. And where do you think this product would be consumed ?
P17b. And where do you think it is most likely to be consumed ?
Outside
Base: If buying this product
(120) (118)(119)
Consume at all Consume most likely
(120) (118)(119)
Győri Édes Teához Győri Édes Győri Édes Tejjel dúsított
66
P18. Which statement on the card best describes how often, if ever, you think you would buy this product if it were available where you shop?
Frequency of Purchase - after tasting
3% 7% 9%
17%16% 14%
52%52% 51%
24% 20% 24%
2%4%3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Daily or moreoften
Several times aweek
Once a week
Once every 2weeks
Once a month
Base: If buying this product
(119) (120) (118)
Győri Édes Teához Győri Édes Győri Édes Tejjel dúsított
67
P19. About how many packages of this product, if any, would you buy when you purchase it at the first time?
Number of packages respondent would buy for the first time
4%
41%47%
53%
40%29%
40%
10%9%10%
1%3%
4% 2% 3%
5
4
3
2
1
(119) (120) (118)Base: If buy brand
1.82 1.73 2.02Mean:
Győri Édes Teához Győri Édes Győri Édes Tejjel dúsított
68
P20. What effect would have this product on your shopping habits if it was available in the places you use to shop ?
Change in consumption
53%
66%
60%
45%
32%
37%3%
3%
3%
It would totally replace thebrands or products that youcurrently buy
It would be used as analternative for the brands orproducts that you currently buy
It would be a totally newaddition that would not affectthe brands or products that youcurrently buy
Base: If buying this product
(119)Győri Édes
Teához
(120)
(118)
Győri Édes
Győri Édes Tejjel dúsított
Base
69
SUMMARY AND RECOMMENDATION
70
Gy É Teához GyÉ Tejjel dúsított GyÉ Base 120 120 120
ConceptBuying intention 4.47 4.38 4.45Overall opinion about the product 4.61 4.57 4.53Evaluation of the price 3.28 3.17 3.28
Novelty and uniqueness3.53 Tej,
Édes 3.22 Édes 2.75Comparison with the usual consumed prod. 3.78 3.91 Édes 3.72This product is of high quality 4.63 4.71 4.66This product is rather for special occasions 2.33 2.26 2.08This product is rather for everyday consumption 4.36 4.45 4.48
This is a modern product 4.27 Édes 4.20 Édes 3.86This is a traditional product 3.33 3.58 4.05 Tea, TejThis is a new product 4.45 Édes 4.24 Édes 3.18This product has a good taste 4.39 4.4 4.57 Tea, TejThis product is for everybody 4.64 4.46 4.47
This product is rather for children 2.89 3.01 2.77This product is nourishing 4.46 4.58 4.59This product is made of natural ingredients 4.60 4.66 4.55This product is healthy 4.55 4.57 4.39Fits to the brand Győri Édes 3.33 3.47 Tea 3.51 TeaPackagingEvaluation of packaging 4.65 4.91 Tea 4.89 TeaRepresentation of the product on the pack 4.32 4.76 Tea 4.72 TeaEvaluation of the name of the product 4.22 4.47 Tea 4.67 Tea, Tej
Packaging size 4.82 Tej 4.5 4.88 Tej
Number of products per pack 4.88 Édes,Tej 4.32 4.70 Tej
Mean scores
71
Gy É Teához GyÉ Tejjel dúsított GyÉ Before tastingOverall evaluation 4.50 Tej 4.15 4.47 TejOverall appearance 4.59 Tej 4.1 4.51 TejScent ot the product 4.78 4.86 4.75
Colour of the product 4.37 4.424.68
Tea,TejSize of the product 4.92 4.83 4.93After tastingOverall evaluation 4.69 4.77 4.81Overall taste 4.74 4.74 4.89The sweetness of the product 4.73 4.78 4.85The softness of the product 4.72 4.83 4.78The crunchiness of the product 4.93 4.88 4.81This product is of high quality 4.63 4.71 4.75This product is rather for special occasions 2.12 2.14 2.05This product is rather for everyday consumption 4.47 4.49 4.54This is a modern product 4.28 Édes 4.25 Édes 3.89
This is a traditional product 3.45 3.634.03
Tea,TejThis is a new product 4.44 Édes 4.36 Édes 3.19This product is for everybody 4.69 4.52 4.64This product is rather for children 2.88 2.87 3.05This product is nourishing 4.48 4.63 4.55This product is made of natural ingredients 4.56 4.75 Tea,Édes 4.55Comparison with the usual consumed prod. 3.67 3.83 3.74Good value for money 3.33 3.25 3.29Buying intention 4.41 4.33 4.49
Mean scores
72
Summary- Concept level I.
The target group shows a strong, slightly higher intention to purchase the new “Tea” product and GyÉ
than the milky version. This latest is also perceived to provide a slightly lower value for money than the other
two biscuits. The most typical amount to buy is one pack. While the amount of the original version is a bit
higher than that of the others, its frequency of purchase stays behind that of the new variants.
Overall, all the tested biscuits are evaluated at the same, good level.
In terms of novelty and uniqueness, GyÉ Tea is found significantly more new and different than the other
two versions, however the milky one still significantly outperformed the benchmark. The original biscuit also
stayed dominantly behind the others at modernity due to its tradicionality.
All the concepts were found
of high quality
made of natural ingredients
nourishing
for everybody
healthy
for everyday consumption.
Regarding their perceived taste, the already known benchmark is thought significantly better than both the potential biscuits.
GyÉ as well as the milky version fit to brand Győri Édes significantly better than GyÉ Tea, very likely because its traditional biscuit shape.
73
Summary- Concept level II.
Package: The benchmark and the milky version are found significantly better than Tea version along:
package overall
product’s representation on the package
product name evaluation.
The traditional „Győri Édes” name is even siginificantly more liked than „Győri Édes Tejjel
dúsított”.
The packaging size is found just right in case of the new Tea variant and the benchmark, a bit
bigger is expected from the milky version.
Concerning the number of product per pack, Tea achieved outstandingly higher scores than the
others: while every 8th respondent share the opinion that the original GyÉ should contain more
biscuits, this score is significantly higer for the milky one (every 4th respondnent feels it).
74
Summary - Product level I. Before tasting: The target group found the Tea version significantly better than the benchmark concerning overall evaluation and overall apperance. The milky version stayed significantly behind the other two biscuits at these attributes.
The colour of the riginal GyÉ enjoys significantly higher acceptance than that of the others. The Tea version is thought not dark enough by more than quarter of the target audience.
Concerning their scent, the the milky version scored slightly better than the new products.
The size of the products are just right.
After tasting:Regarding the overall evaluation after tasting, all the products performed better than before tasting - especially the milky version.
The benchmark slightly outperfomed Tea and milky biscuits along overall evaluation and overall taste.
The biscuits were evaluated at the same, good level along the following attributes:
sweetness
softness
crunchiness.
Examining the image profile statements, the same picture can be seen as before tasting, except the natual ingredients content where the milky version scored significantly better than the others.
The target group shows a higher inention to buy the already know GyÉ than the others. The buying intention and the evaluation of the price stayed at the similar, high level as before tasting. The amount of purchase for the first time is dominantly higher after tasting than it was before.
75
Recommendation
Taking the findings into consideration, we would recommend
to launch the “Győri Édes Teához”
since:
it performed in line with the benchmark along all the tested attributes (except its
packaging achieved a lower enjoyment than that of the original GyÉ)
it is perceived significantly more modern, new and unique product than the benchmark
it is evaluated significantly better than the other potential version along overall opinion
and appearance before tasting, furthermore the Tea variant can elicit a slightly higher
purchase intention and provide a better value for money than the milky one.
76
DEMOGRAPHIC PROFILEBACKGROUND CHARTS
77
Product consumption
Győri Édes biscuit
Győri Háztartási biscuit
Pilóta Vaniliás karika
Pilóta töltött keksz
Pilóta Piskótatallér
Gyori édes Jó reggelt!
Győri Édes wafer
Albert
Parány
Győri Édes töltött keksz
Pilóta Mini
Korpovit
Hit
Detki biscuit
Madalenas / Magdalena
S10a Which biscuit brand have you eaten in the past 4 weeks ?
68%
53%
50%
46%
30%
34%
32%
32%
18%
14%
9%
9%
8%
12%
6%
61%
49%
48%
46%
41%
35%
25%
21%
23%
13%
12%
13%
9%
8%
3%
60%
59%
43%
40%
37%
35%
29%
27%
27%
12%
14%
12%
8%
5%
2%
Győri Édes Teához
Base : Total sample (120) (120) (120)
Győri Édes Győri Édes Tejjel dúsított
78
Product consumption
Győri Édes biscuit
Pilóta Piskótatallér
Győri édes Jó reggelt!
Pilóta Vaniliás karika
Győri Háztartási biscuit
Győri Édes wafer
Pilóta töltött keksz
Parány
Albert
S10b Which biscuit brand did you eat the last time? ?
27%
12%
10%
18%
8%
7%
8%
3%
4%
25%
14%
12%
6%
8%
7%
11%
8%
5%
23%
16%
12%
10%
14%
9%
3%
6%
2%
Base : Total sample (120) (120) (120)
Győri Édes Teához Győri Édes Győri Édes Tejjel dúsított
79
Income / Educational background
Monthly income in household per head
78%
18%
5%
72%
23%
5%
7%
20%
73%35 000 -54 999HUF
55 000 -79 999HUF
80 000HUF orabove
6%
14%
58%
22%
8%
21%
53%
19%
51%
19%
18%
12%Primaryschool or
below
Vocationalschool
Secondaryschool
College /university
Highest education completed
Base : Total sample
Győri Édes TeáhozN=120
Győri Édes N=120
Győri Édes Tejjel dúsított N=120