Post on 30-Dec-2015
transcript
Duvrai MayonnaiseConsumer Insights
Research
Qualitative ReportFebruary 2013
Prepared for AZ
Manufacturing/ EAM/ Lowe Pimo
2
Presentation Outline
Background• Mayonnaise consumption habits: Brands awareness, category habits and purchasing habits
• Market gap identification: product performance, user imagery, evocations
• Tasting assessment • Package assessment• Ad assessmentObjectives & Methodology
Research Findings
Key Take outs
Appendix
Objectives
3
Understand usage, attitudes and purchase behaviour of consumers regarding the mayonnaise category
Find out market gap Duvrai can take advantage of
Evaluate product and package performance vs. the competition
Assess competitive advertising to determine the concept that engages most the target audience
4
Methodology
A qualitative study was conducted in Greater Beirut with: Females and males BC social class consumers Consumers of mayonnaise Decision makers on brands of mayonnaise
In total, 6 mini focus groups were conducted on February 6th till 11th 2012 as per the following sample:
MFGDs Females Males
25-35 yrs 2 groups -
35-45 yrs 1 groups -
45-55 yrs 1 group -
30-40 yrs 1 group 1 group
Key Research Findings
Consumer Insights
6
1.Mayonnaise Consumption Habits Brands awareness Category consumption
habits Purchasing habits
7
Brands Awareness And Consumed Brands aware of
1. Lesieur
2. Kraft
3. Al-Wadi Al-Akhdar
4. Heinz
5. Dolly’s
6. Mazola
7. Chtoura
8. Reddy
9. Plein Soleil
10. Al-Mona
11. Al-Yamama
Brands Consumed
1. Lesieur (most consumed)
2. Kraft
3. Al-Wadi Al-Akhdar
4. Dolly’s
5. Mazola
6. Chtoura
7. Reddy
8. Plein Soleil
9. Al-Mona
8
Consumption Habits
How is mayonnaise consumed With chicken With Salad Sauces With Sandwiches With Fast Food (Hamburger/ Chicken burger) With Sea Food (Tuna/ Crab)
Frequency of consumption 1 to 4 times per week
Eating occasions Lunch Dinner
Place of consumption In Home (Mostly) Out of home (in trusted/ well known places)
Mayonnaise Consumption Habits
9
Normal vs. Light Mayonnaise
People consume the normal Mayonnaise more than the light Mayonnaise for the below
reasons:
A slight difference between the 2 variants is perceived, so the normal one is preferred
The mayonnaise is mostly consumed with fast food/ fatty meals, so no matter if the
mayonnaise was light or not
The normal mayonnaise is more tasty than the light
The light mayonnaise is healthier than the normal, but both of them are not healthy
The normal mayonnaise has a lighter color than the light mayonnaise
10
Category Purchase Habits
Purchase Habits
Who purchase Housewives
Brand decision Housewives Children
Place of purchase Supermarket (most of the time) Minimarket (on shortage)
Quantity of purchase 4 to 8 small size per month (for the small family : 3-4 persons) 4 to 6 medium size per month (for the big family: more than 4
persons) 1 to 2 large size per month (for big dinners)
People tend to purchase the small size of Mayonnaise since they consider it a delicate product :
Made from eggs Quantity is suitable for single usage Unable to store for a long time
11
Purchasing Parameters People look at the below parameters when they want to buy Mayonnaise (listed in qualitative hierarchy):
The Expiry date
The color of the mayonnaise
The promotions
The Price
The brand name
The taste
The expiry date is very important since it’s a delicate product and can be toxic
People look for the promotions made by the brand they used to consume or a similar famous brand
The color of mayonnaise is visible through the glass
Price indicates the quality of the product at less than 2500 LBPs mayonnaise is feared to be of low quality
The brand name is a matter of trust for such a product
People tend to purchase the mayonnaise they have tasted before
12
Category Consumption Habits- Verbatim
I don’t like to take the risk of eating the mayonnaise out of
home unless in a very famous place/ restaurant
We like to eat the mayonnaise with grilled and fried foods
such as hamburger and chicken burger
I use light mayonnaise when I have sophisticated guests for
dinner
My kids like to eat mayonnaise with everything even in the
morning
13
Purchasing Habits-Verbatim
I usually consume the medium size of Mayonnaise but I keep 1 or 2 small packs for emergency
cases
I prefer to buy every week a new medium pack , because I
don’t like to take the risk in stocking such delicate product
We prefer to buy mayonnaise with a reasonable price but not
so cheap that we would suspect quality
We usually buy Mayonnaise from supermarket, and only in
emergency cases we buy it from the nearest minimarket to
the house
14
Mayonnaise is a popular product that can be found in every house as it mixes with all kinds of food. It is frequently consumed and hence availability of the product needs to be high, mainly in supermarkets especially for middle size packs and in mini markets especially for the small size packs
Safety is a key issue for the purchase and consumption of the product, hence consumption occurs mostly at home, there is a fear of low price products, expiry date needs to be visible and brand name should inspire trustKey issue for Duvrai is to generate trial and confidence in the brand
Consumers tend to know a very large amount of brands as they seem to be knowledgeable of the market, however they consume mostly Lesieur because of the confidence the brand name conveys
Mayonnaise Consumption Habits-Implications
15
2. Market Gap Assessment Product performance User imagery Brand Evocation
Approach For Market Gaps Assessment
Look for what kind of Plus and Difference Duvrai mayonnaise can offer vs. competition through 2 steps:
Product Performance: What
does it do for me
User Imagery: How does it
make me look
16
What Does it Do For Me-Methodology-
A list of key competitors and an ideal brand are considered
Participants group brands according to their similarities and differences listing of the most
discriminating attributes Results are represented on a perceptual map, which reads as per the
saying: Birds of a feather flock together
The closer two brands are to each other the more likely they are to be similar, the closer a brand
and an attribute are, and the more the attribute characterizes the brand,
Conversely, the more distant two brands are or a brand and an attribute are and the less associated
they are in the mind of the prospect
The advantage of the method: seeing beyond what is said the way the market is structured in the
minds of the consumers, and hence ability to detect the market gaps
These brands are: Lesieur, Heinz, Kraft, Al Wadi al Akhdar & Dolly’s
17
18
Light Taste Good Texture
Good Quality
Demanded
Tasty
Not Salty
The Real Taste of Mayonnaise
Attractive Pack
Light Color
Well Known Brand Name
Locally made
Available anywhere
Availabilty of Diet variant
Good smell
Trustworthy
Easy to open
Variety of Flavors
Specialist in Mayonnaise
variety of sizes
Attractive color of paper Cover
Validity engraved on the pack
Information on pack written in Arabic
Glass pack
Availability of squeezable tube/ Pack
Reasonable price
A well balanced taste
Lesieur
Dolly's
Kraft
HeinzAl Wadi
Ideal
Mayonnaise Performance Mapping
Newcomer
Basic Evolved
Established
19
Horizontal: Goes from Basic i.e. points of
entry attributes to the market reasonable
price, glass pack, information on pack
written in Arabic, to Evolved such as
availability of Diet variant, easy to open,
variety of flavors
Vertical: Goes from products that goes
from Established such as available
everywhere, demanded by large public, to
Newcomer; that need validity engraved
on the pack, and a visible difference from
the established
The Axes
Light Taste Good Texture
Good Quality
Demanded
Tasty
Not Salty
The Real Taste of Mayonnaise
Attractive Pack
Light Color
Well Known Brand Name
Locally made
Available anywhere
Availibilty of Diet variant
Good smell
Trustworthy
Easy to open
Variety of Flavors
Specialist in Mayonnaise
variety of sizes
Attractive color for the Cover
Validity engraved on the pack
the information on the package must be written in Arabic too
Glass pack
Availability of squeezable tube/ Pack
Reasonable price
A well balanced taste
Lesieur
Dolly's
Kraft
HeinzAl Wadi
Ideal
Axis 2 33.2%
Newcomer
Basic Evolved
Established
The Quadrants
Quadrant 1: Includes Dolly’s, Al-Wadi, Kraft.
Perceived to be as established brands
addressing basic needs
Quadrant 2: is defined by basic need,
newcomer and we do not find any brand in this
quadrant. Apparently the public is not looking
for a new brand that addresses basic needs
Quadrant 3: Includes Ideal brand of
Mayonnaise. Consumers are ready to welcome
a new brand that addresses evolved needs
through visible tangible differences
Quadrant 4: Groups established brands that
addresses evolved needs and we find here
Lesieur and Heinz4
1
23
Established
Basic
Newcomer
Evolved
20
Light Taste Good Texture
Good Quality
Demanded
Tasty
Not Salty
The Real Taste of Mayonnaise
Attractive Pack
Light Color
Well Known Brand Name
Locally made
Available anywhere
Availibilty of Diet variant
Good smell
Trustworthy
Easy to open
Variety of Flavors
Specialist in Mayonnaise
variety of sizes
Attractive color for the Cover
Validity engraved on the pack
the information on the package must be written in Arabic too
Glass pack
Availability of squeezable tube/ Pack
Reasonable price
A well balanced taste
Lesieur
Dolly's
Kraft
HeinzAl Wadi
Ideal
Axis 2 33.2%
How Does It Make Me Look-Methodology-
• We buy a brand not just because of its features
and benefits, but also because of how it makes
us look in our own eyes and the eyes of others
whose consideration we need
• A perceptual mapping is applied with a set of
user imagery descriptors, some being highly
desirable (high affinity), and some being less
desirable (low affinity)
• Duvrai was introduced into this exercise to see
what kind of user imagery it induces in the mind
of the consumers
21
laid back Proactive
Inexperienced
Experienced22
Knowledgeable
Successful
Family caring
Smart
Middle- class
Upper class
Thrifty
Young
Middle-aged Irresponsible
Busy
Open to newness
Traditional
Highly educated
Capable
Adventurous
Cautious
Lesieur
Dolly's
Kraft
HeinzAl Wadi
Duvrai
Ideal
Mayonnaise User Imagery Descriptors
The Axes
• Horizontal: Goes from Laid back taking
anything that costs less effort or less
money, to Proactive aiming at constant
improvement
• Vertical: progresses from Experienced
people with maturity and
knowledgebility to Inexperienced
being adventurous and young
Laid BackProactive
Inexperience
Experienced
23
Knowledgeable
Successful
Family caring
Smart
Middle- class
Upper class
Thrifty
Young
Middle-agedIrresponsible
Busy
Open to newness
Traditional
Highly educated
Capable
Adventurous
Cautious
Lesieur
Dolly's
Kraft
HeinzAl Wadi
Duvrai
Ideal
Axis 2 28.7%
The Quadrants• Quadrant 1: Includes Dolly’s and Al Wadi , user
imagery is that of traditional, middle class, thrifty
people, too busy to think of anything else
• Quadrant 2: Includes Kraft where the user
imagery is that of adventurous, irresponsible
people who may take anything that doesn’t cost
an effort or money
• Quadrant 3: where we can find Duvrai, being
proactive and inexperienced in terms of user
imagery
• Quadrant 4: Includes Ideal, Heinz ,Lesieur are
very close to each other and almost substitutable
in terms of user imagery
3
41
2
Laid Back
Experienced
Inexperienced
Proactive
24
Knowledgeable
Successful
Family caring
Smart
Middle- class
Upper class
Thrifty
Young
Middle-agedIrresponsible
Busy
Open to newness
Traditional
Highly educated
Capable
Adventurous
Cautious
Lesieur
Dolly's
Kraft
HeinzAl Wadi
Duvrai
Ideal
Axis 2 28.7%
25
In terms of performance, there is an opportunity to position a new brand as consumers seems to be wary of the kind of performance provided by the well established brand. It needs to address, evolved needs through visible, tangible differences and make sure it has the validity date engraved on the pack
In terms of user imagery, Duvrai pack already conveys an image of proactive consumer. It needs to be associated with highly educated and successful people to come closer to the ideal brand and yet, remain differentiated from Heinz and Lesieur
Overall, there is an opportunity to introduce an new brand to the market that would stir the stagnant waters
Market Gap Assessment -Implications
3. Mayonnaise Tasting Assessment
26
Mayonnaise Taste Assessment- Methodology
27
GroupMeter is a Technological device
that records individual answers
anonymously and instantly
It conveys them directly to a computer
screen
No contamination effect at all
Group can discuss after the whys of the
opinions
Participants were asked to evaluate the
overall liking, taste, color, thickness,
aroma
As a standard a score of 4+ over 5 is
considered to be a good score
The Blind Test – Taste Evaluation Methodology During the groups, participants were provided with unbranded bowls of
mayonnaise. They were asked to taste and evaluate the product on the following parameters: Overall liking Taste Color Thickness Aroma
28
29
Tasting Test – Rotation Order
Brands rotation for tasting Gr 1 G2 G3 G4 G5 G6
Duvrai 1 4 3 2 3 1
Lesieur 2 1 4 3 1 4
Dolly’s 4 2 1 4 2 3
Al Wadi al Akhdar 5 3 2 1 4 2
30
Mayonnaise Tasting - Overall
Overall Females Males1.0
2.0
3.0
4.0
5.0
3.73.9
2.6
3.84.0
3.2
3.8 3.83.9
2.8 2.9
2.6
DuvraiLesieurDolly'sAl Wadi al Akhdar
31
Mayonnaise Tasting - Organoleptic Attributes
Overall lik-ing
Taste Color Texture Aroma1.0
2.0
3.0
4.0
5.0
3.4 3.4
4.0 4.0
3.7
3.4 3.4
4.3 4.2
3.83.6 3.7
4.3
3.83.6
2.6 2.6
2.3
3.4 3.3DuvraiLesieurDolly'sAl Wadi al Akhdar
32
Overall Liking “Blind Test” Evaluation
Duvrai Lesieur Dolly’s Al Wadi
Overall Score 3.4 3.4 3.6 2.6
Positives Used to the taste Strong vinegar
taste Suitable for salad
Used to this taste
Light taste
Adequate mayonnaise taste
Not rancid Creamy taste
Well balanced taste of salt and lemon
Negatives Strong taste Oily (Males)
Strong lemon taste
Salty
Strong vinegar/ lemon taste
Fatty
Salty Fatty Yellowish color Rancid
Scale based on 1-5, where 1 means least and 5 means most
33
Taste “Blind Test” Evaluation
Duvrai Lesieur Dolly’s Al Wadi
Overall Score 3.4 3.4 3.7 2.6
Positives Tasty Light taste Nice taste of
vinegar/ lemon Well balanced Not rancid
Nice taste Smooth taste Light taste not
oily
Tasty Right taste of
mayonnaise
Good
Negatives Fatty Strong taste of
egg (F 25-35) Strong taste of
oil (F, M)
Very oily (M) Taste of egg (M) Rancid taste (M) Lemon taste Heavy
Thick Fatty
Rancid Weird taste Taste of fish Not tasty Taste of lemon is
obvious Taste of garlic
Scale based on 1-5, where 1 means least and 5 means most
Items in red matches with requirements from ideal brand
34
Color “Blind Test” Evaluation
Duvrai Lesieur Dolly’s Al Wadi
Overall Score 4 4.3 4.3 2.3
Positives Nice white color Natural color of
mayonnaise Not yellowish
Nice white color Natural color of
mayonnaise
Nice color Not
yellowish
Negatives Light color, need to be more concentrated (F, 35-45)
Not very much white
Yellowish Not the color of
adequate mayonnaise
Scale based on 1-5, where 1 means least and 5 means most
Items in red matches with requirements from ideal brand
35
Texture “Blind Test” Evaluation
Duvrai Lesieur Dolly’s Al Wadi
Overall Score 4 4.2 3.8 3.4
Positives Good texture Easy to mix/
spread
Balanced thickness
Easy to mix with salad
Adequate Adequate thickness
Negatives A bit thick (F 30-40)
Very soft (M)
Light, not thick enough (F 35-45)
Thick
Scale based on 1-5, where 1 means least and 5 means most
36
Aroma “Blind Test” Evaluation
Duvrai Lesieur Dolly’s Al Wadi
Overall Score 3.7 3.8 3.6 3.3
Positives Nice smell Not rancid appetizing
Nice smell Not rancid Natural smell of
mayonnaise
Acceptable Not rancid
Good smell
Negatives Strong vinegar taste (F 35-45)
Strong smell of vinegar
Smell of rancid (M)
Strong smell of vinegar
Rancid Smell of vinegar
Scale based on 1-5, where 1 means least and 5 means most
Items in red matches with requirements from ideal brand
37
Participants Suggestions “Blind Test” Evaluation
Duvrai Lesieur Dolly’s Al Wadi
Suggestions Decrease the smell of vinegar
Change the quality of oil in order not to be evident
Decrease the taste of vinegar/ lemon
Decrease the level of salt
Be less thick
Decrease the smell/ taste of vinegar/ lemon
Make the color more white
Remove the taste of garlic
Decrease the taste of lemon
Remove the rancid taste
38
Tasting Blind Test- Verbatim
I like it, it’s light does not contain a lot of oil or lemon -
Duvrai
I am used to this taste and the color is nice - Lesieur
It has the taste of mayonnaise, everything is balanced, the oil,
the lemon – Dolly’s
This taste confuses me, I don’t know it taste garlic – Al Wadi
39
Implications-Tasting
Duvrai is quite comparable in terms of performance to the market leader Lesieur
Duvrai can credibly claim 4 ideal performance attributes: well balanced taste, tasty, good smell and light color
Differentiates itself from other brands on well balanced and tasty
4. Mayonnaise Package Assessment
40
41
The Noticed Elements of the Packs
The color of the top cover
The material of the pack ( glass/ plastic )
The picture on the cover paper
The color of the mayonnaise in the jar
The shape of the jar
The written information on the pack
The Expiry date
42
Spontaneous Reactions to Brand Packaging- Most Attractive Packaging
•Lesieur •Duvrai •Most Attractive Pack
Elements make the pack of Duvrai & Lesieur the most attractive ones :
Attractive Top Cover color
Attractive and delicious dishes on the paper cover
French Brand name
The light color of the mayonnaise
43
Spontaneous Reactions to Brand Packaging- Least Attractive Packaging
•Heinz •Dolly’s •Least Attractive Pack
Elements make the packs of Heinz and Dolly’s the least attractive ones:
Paper cover not well designed, poor (Dolly’s)
Plastic jar (Heinz)
44
The Most and the Least attractive Elements for A Pack of Mayonnaise
1.The dark color
2.The absence of arabic information on the pack
3.The plastic jar
Unattractiv e Elements
1.The vibrant color of the top cover
2.A clear and engraved Expiry date on the pack rather than on the top cover
3.The delicious dishes on the cover paper
4.The glass jar
Example textAttractive Elements
45
Spontaneous Reactions to Brand Packaging- Duvrai Pack-
Attractive color (Fuchsia)
A feminine pack
Stylish
Made in France
It looks like Lesieur
Would like to try it
Its texture looks good
I would like to try it, but I wish if there was a smaller jar for
tasting before
The plate of vegetables is so attractive. And the
coordination between the colors is so professional
It’s made in France. If it was made in Lebanon I cannot
trust it
46
The Most and the Least attractive Elements Duvrai- Pack
The plate of vegetables
The French name
The color of mayonnaise
The sunflower
The Color(Fuchsia) of the top cover
Unclear country of origin
It looks like less thick texture than Lesieur
The color of the top cover(Fuchsia) attracts the respondents. Fuchsia is a sensual, exciting, bright, energetic and feminine color. Making females feel it’s their own product
47
Duvrai Taste Description as Perceived from the Pack
Duvrai taste as perceived by the pack design was
described as:
A light taste mayonnaise
Delicious
The taste of oil is good since it’s the sunflower oil
A taste of Vinegar
Similar to Lesieur
The color of the mayonnaise into the pack encourage us to
try it, it looks delicious and not rancid
The mentioning of the sunflower oil in the
ingredients makes us believe that is a good mayonnaise
since it uses a tasty oil
48
Evaluation of the Name “Duvrai”Overall “Duvrai” name was highly
appreciated
It’s a French name suitable for
mayonnaise product
It means:
The right mayonnaise
The real mayonnaise
A trusted mayonnaise
French name suggests us confidence especially that the best types of mayonnaise are
French
Duvrai means it’s the right mayonnaise that we can trust
since it’s a sensitive and delicate product
49
Implications- Pack
Duvrai pack is believed to be as good as Lesieur the market leader pack
Duvrai cover is felt to be even more attractive to the female population as it looks quite feminine
The name was highly appreciated and related to trustworthiness and fresh cuisine
5. Ad Assessment
50
51
Suits with all types of food
For all ages
Trustworthy Liked by kids A good texture
Availability of diet mayonnaise
Lesieur – TV Ad Evaluation
A well balanced taste
52
The Most Attractive Elements in the Ad
Overall the ad was highly appreciated for the below reasons
The cute boy
The light colors
The way they put the mayonnaise on the food
The availability of diet variant
The family
We like Lesieur and we use so we like every thing in the TV
ad
The presence of the boy with his mother reflects firstly a product
liked by kids , & secondly a product that the parent trust to feed their
kids
The colors used in the ad are so attractive and light, we do
enjoy watching it
53
The Message of Lesieur TV ad
Overall the ad was well understood, below ideas represent the message reflected by the ad:
It’s a healthy mayonnaise since the mother allowed her son to eat it
It’s the choice of the kids so your kids will like it
It’s the only French mayonnaise in Lebanon so we can trust it more
It’s a mayonnaise for all kind of food
It’s a mayonnaise for all ages and everyone
There are different sizes and different variant suitable for everyone’s
needs
Key Conclusions
The Way Ahead
What to Do to Attract The Consumers to “Duvrai”
Safety is a key issue for mayonnaise consumption and hence needs to be put strongly into evidence otherwise trial may not occur
Price not to be too cheap as this affects perception of quality
Trial is the key challenge for a new entrant, and efforts should not be spared to this end
Once trial occurs brand is likely to be adopted as it performs as good as the market leader
However, people are in need of differentiators to make them leave their habitual brands
Key differentiators for Duvrai are: Well balanced taste Tasty Consumed by highly educated and successful people
55
Appendix
56
57
Duvrai Tasting Test Results at a Glance
Overall Scores
Fem35-45
Fem25-35
Fem45-55
Fem 30-40
Males30-40
Overall Liking
3.4 4 3.1 4.2 3.8 2.4
Taste 3.4 4 3.1 4.2 3.4 2.6Color 4 4.4 4.1 5 3.4 3.2Texture 4 4.2 4.5 4.6 3.8 2.2Aroma 3.7 3.8 3.5 4.6 4 2.8
Scale based on 1-5, where 1 means least and 5 means most
58
Lesieur Tasting Test Results at a Glance
Scale based on 1-5, where 1 means least and 5 means most
Overall Scores
Fem35-45
Fem25-35
Fem45-55
Fem 30-40
Males30-40
Overall Liking
3.4 3.6 3.5 3 4 3
Taste 3.4 3.6 3.6 3.4 3.8 2.6Color 4.3 3.8 4.5 4.2 4.8 3.8Texture 4.2 3.8 4.4 4.4 4.8 3.6Aroma 3.8 3.6 4.1 4 4 3
59
Dolly’s Tasting Test Results at a Glance
Scale based on 1-5, where 1 means least and 5 means most
Overall Scores
Fem35-45
Fem25-35
Fem45-55
Fem 30-40
Males30-40
Overall Liking
3.6 4 3.7 3.6 3 3.6
Taste 3.7 4 3.8 3.8 2.8 3.8Color 4.3 4 4.2 4.6 4 4.6Texture 3.8 4.2 3.9 4 3 3.8Aroma 3.6 4 3.8 3.8 2.4 3.8
60
Al Wadi al Akhdar Tasting Test Results at a Glance
Scale based on 1-5, where 1 means least and 5 means most
Overall Scores
Fem35-45
Fem25-35
Fem45-55
Fem 30-40
Males30-40
Overall Liking
2.6 2.6 2.9 3.4 2 2
Taste 2.6 2.2 2.8 3.6 2 2Color 2.3 2 2.4 3.8 1.4 2Texture 3.4 3.2 3.5 3.6 3 3.4Aroma 3.3 3.4 3.3 3.4 3 3.4