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Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
SA Beef Research ReportAdvertising reach/effectiveness 2007
• Objectives, methodology, samples• Executive Summary• Insight and Opportunities• Aspects to be addressed• Workshop for the road ahead
Relook at specific aspects• Brief Summary of Results
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Objectives, Methodology / Samples
• Research Objectives:i) Levels of awareness of SA Beef advertising.ii) Levels of exposure … frequency of seeing/
hearing.iii) Identify if the campaign is conveying key
message of versatility of beef.iv) Message recall and perceptions of beef/SA Beef.v) Media impact
Message content … visual content.vi) Overall effectiveness of the campaign, and
aspects for enhancement/improvement.
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Small scale research including:
2 focus group discussions (Black female and White emale/Male)
140 personal interviews
Gauteng; Urban; LSM 5-7
25 - 40 years old; “Black and White”
Black - 54% Female - 64%
White - 46% Male - 36%
Income range R4000.00pm - R14 000pm = 87%
R14 000 plus = 13%
Methodology and Samples
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
• Research successfully completed, analysed and evaluated against objectives.
• Results and …….. Benchmarks• Two aspects to bear in mind
– Coverage and frequency - is the campaign reaching the target market?
– Effectiveness in conveying key messages and building positive influence on image perceptions, and usage of beef.
Executive Summary
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
• “Reach/Frequencies”– Unaided awareness of SA Beef advertising
Approximately 40 - 50%• Perceived “frequency” level among the “aware”
Approximately 30%• Sufficient exposure to inform you regarding beef
45%
Executive Summary (Cont.)
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
• Effectiveness of the advertising.– Various measures were used at “Unaided” and “Aided”
levels to gauge effectiveness.– Research results related to influence of the campaign,
message recall, perceptions of beef etc. - indicate that the advertising in 2007 has been largely effective.
Executive Summary (Cont.)
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
• Effectiveness of the advertising (cont.)This is especially positive considering low budget allocation, off set by media deals, and the low frequency levels achieved at customer level.
The product itself remains attractive and interesting to the market - and this positive pre-disposition should be exploited.
Executive Summary (Cont.)
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
• Effectiveness of the advertising (cont.)– There are minor aspects that can be improved/enhanced in
the campaign content itself - BUT these are of secondary importance to increasing reach and frequency
• Increase budget/expenditure
• Relook at the media mix
• Include POS materials/In store.
Executive Summary (Cont.)
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
• Black and White (still) at different stages of life cycle/learning curve regarding:
• Advertising …… exposure/response• Usage of beef• Exposure to variety …. Information …
• Frequency is important• Black respondents want more information/education.• White want reminders/stimulation to keep up beef usage.
• Medie Type … Instore POS• Those whp prepare/cook meals don’t like to have to think about what to
cook tonight ….– Meal planner– More info on beef, cuts, how to prepare– More POS material to interest/attract
Insight and Opportunities
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
• Location, convenience is a major factor regarding “where to buy”
• Linked with “when” they buy … monthly, weekly, daily.
• Advertising in SA 2007 well over R20 billion … top 100 advertisers accounting for approximately 60%.
• Television and print at approximately R10 billion each.
• “Share of voice” ……
• “Affordability” and “Accessibility” distribution availability
• Stretchability of beef ….
Insights and Opportunities (Cont.)
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
– Normally: with results of this nature.– Especially: in SA 2008 context.– Increase advertising awareness … must achieve greater
reach, coverage of the middle mass market.– Increase advertising frequency
• Information/education aspect (Black)
• Reminder aspect (White)
– Message enhancement/optimising
(at minimum production cost).– Media type/mix.
Aspects to be addressed
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
• Frequency of flighting/exposure of SA Beef campaign.Get targets and measures for:
– Unaided awareness
– Frequency level
– Influence level
• “Black” market … versus “White” market specifics … subtleties.• Media, type and mix, and usage for specific reasons.• “Protecting”, as well as “Growing” beef demand.
Workshop for Road Ahead - Relook at specific aspects
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Claimed Consumption of Beef
Consuption Number of
Times pm
TOTAL140
Black
76
White
64
Female
90
Male
50
R4000 to R9000
83
R9001 +
57
% % % % % % %
1 – 4 times pm 31 36 25 34 24 35 23
5 - 8 times pm 21 18 23 16 30 21 25
9 – 12 times pm 21 20 22 24 14 21 21
13 or more times pm 27 26 30 14 32 23 35
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Summary of Selection of responses : Messages Recalled (Unaided Level)
%
“makes me starving for steak … .really good!”“the tenderness of the braai steak”“beef has great taste; and is nutritious…”
33
“builds muscle and bodies… little boy’s muscles “beef gives you extra strength”“good for children and adults… pregnant woman”
39
“plenty of variety of beef”“the stew looked good…. And the boy had a cute face!”“the little boys muscles”“there was a cute little boy eating stew” “beef is good for you”“many types of beef you can use”
42
“White Females”
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Summary of Selection of responses : Messages Recalled(Unaided Level)
“Males (Black and white)”%
“looked like a great, appealing meal” 23
“beef steaks are great for braaing”“the guy braaing steaks … people enjoying themselves”“people come together around a good meal”“meat / beef brings people together”“enjoying socialising around a braai or steak”“delicious braaied beef steak!”
29
“all about building and having a healthy, strong body”“builds your body… shows the pregnant woman, and the little boy showing his muscles”“builds muscles and confidence”“eat beef and you will be strong as an ox”
44
“how easy it is to prepare beef beef meals”“the variety of ways you can take your beef”
21
“something about lean beef”“its about the quality and nutrition of beef”“South African beef is pure, and nutritious”
18
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Unaided: Has the advertising for Beef influenced you….
% of sample ware of the advertising
Improved perceptions of beef 60
Confidence, assurance in
using beef 62
Overall enjoyment of using beef 70
Better understanding versatility of beef 79
Increasing use, variety of beef 45
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Selections of “Reasons Why” people claim to be Influenced / or not really Influenced
Those (two-thirds) who claim to be influenced by the advertising for beef:
“because it shows other ways to enjoy beef …. Including kids meals”“I can enjoy it in many ways”“they show different types of beef served”“it’s a quality product from the way they show it”“its South African beef, and good quality”“it has influenced my eating habits”“the advertising makes you love beef, and eat even more of it”“I now include regular purchasing of beef with my groceries”“we now eat beef at least 3 times a week in different ways”(mince; steak; roast; sausage)“beef is good and nutritious … it builds bodies”“beef makes you stronger and able to cope”“it has iron and vitamins which you need”“its so tempting … you can’t resist!”“after seeing the ads I want to run out and buy a steak immediately!”“it’s really great for a braai”
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Selections of “Reasons Why” people claim to be Influenced / or not really Influenced
Those (one-third) who claim not to be influenced by the advertising for beef:
“mainly because I don’t eat red meat”“there is the perception that beef or red meat is not good for you”
“beef is a normal part of our diet, with or without the advertising”“we are a family that eat all types of meat anyway”“I grew up eating beef, and its always in my diet”
“the advertising is dull / same old things …. Nothing new or grabbing attention”“advertising does not influence me generally”“it didn’t catch my attention”“I can’t remember anything from the ads”“the ads haven’t caught my attention to tell me something about beef“its not educative about beef”“I haven’t gained any knowledge on beef itself”
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Typical “Top of Mind” responses (60 Face to Face interviews)
%
“its all about the tastiness of juicy beef“makes me hungry / want to eat beef now!”“makes me think of my next meal for the family”“looks very appealing – let’s eat”
49%
“interesting – shows reasons to eat more beef”“it looks great / delicious for any time of day, and different occasions”
“many ways to prepare and serve it”
30%
“beef appeals to a broad spectrum of people”“it’s great social food!”“I love the social aspect – people happy and enjoying beeffood together”
16%
“it’s part of everyone’s diet“good for all ages … even school lunch!””beef is good for adults and kids"
14%
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Summary of messages recalled
• Beef is good for you … and for everyone, young and old.• Beef is healthy, nutritious.• Beef builds strong bodies … muscles…. Makes you a man.• Promoting SA Beef … pure … pride.• Benefits of beef are many …• Many cuts/varieties of beef…
– To suit the occasion
– To suit your taste
– To suit your pocket
• Beef is tasty, delicious, tender, juicy, tempting.• You can entertain with beef … its accepted.
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Rating of the Advertising
Rated Highly Rated Low
8, 9, 10 5 or below
Likeability 35 18
Impact 38 14
Informative (re beef) 37 12
Informative (re versability) 45 12
Ability to influence purchase/
usage of beef 25 37
To use more/different cuts, variety 32 28
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Probe: Perceptions
i) Is the Advertising doing a “good job” for beef?
Sample Total
60
%
Black
%
White
%
Female
%
Male
%
“Yes definitely” 22 21 24 23 21
“Yes” 49 44 54 52 46
Sub-total: 71 65 78 75 67
Somewhat / Not really
22 26 17 20 23
No 7 10 5 5 10
Notes: i) 70% positive that the advertising is doing a good job for beef. ii) Lower among Blacks respondents (65% vs 75% White)
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Probe: What could be done to improve / increase the effectiveness of advertising for beef?
• Spontaneous answers have been analysed and can be grouped easily into 3 categories:
%Increase the numbers of ads / 74advertising frequency
Include more Black lifestyle 13 (Black 24%)
Include more information on regular 13basis on ways to prepare beef /new ways, interesting, different 13
• At focus group level ……….
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
What more could be done in advertising terms?
%
Advertise beef more
Greater frequency / exposure of advertising
Must increase the advertising
People need information … education
57
Show more / interesting ways to prepare something new
25
Include beef in more Black lifestyle settings and with Black style pap, vegetables
24
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
What more could be done in advertising terms?
%
Use more recipes, keep showing them regularly to keep beef exciting / interesting
24
Help with meal selection – give a typical week or month with rice variety so we can follow it more or less
(Reduce problem of thinking what to cook …)
19
Advertise specific specials 16
Advertise specific specials
Inform / educate people on different cuts of beef
16
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Probe: Is the Advertising Convincing in Conveying the Message of the Versatility of Beef and that this is Valuable Benefit in Use?
• Respondents in the focus groups and personal interviews were asked to rate the advertising for beef on a score out of 10 for its ability to achieve the above. (10 = excellent; 9=very good; 8=good; 7/6 Average; below 6=poor – very poor) Focus Groups * Black females (9) very good
White females / males (9) very good
Personal Interviews
Scoring
Total
%
Black
%
White
%
Female
%
Male
%
10 Excellent 9 Very Good
21 18 24 23 17
8 Good 32 27 39 34 29
7 Average 6
26 31 21 25 28
5 / Below 21 24 16 18 26
Note: i) 21% Excellent / Very Good ii) Black lower at 45% 32% Good
53% A good score
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Do you feel confidence / assured when using beef, that the product is wholesome, safe, healthy, nutritious?
Total140
%
Black
%
White
%
Female
%
Male
%
Yes definitelyYes
43
36
46
36
39
36
45
35
40
38
“Indifferent” 16 14 19 14 20
No
Not at all
4
1
4
1
5
1
4
2
2
1
Note: i) 80% yes16% Indifferent (makes higher)
ii) Only 5% negative about the product / beef
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Where do Respondents Purchase Beef?
Total140
%
Black
%
White
%
Female
%
Male
%
Butcher“favourite” butcher
24
9
23
5
26
12
19
11
48
4
Supermarket 62 67 56 68 40
Indifferent traderOther*
2
3
3
2
-
5
-
2
4
4
• Abattoir; spaza; agent
•Notes: i) 33% “butcher” (Higher male; white)62% supermarket (Higher Black)
ii) The above is consistent with focus group output iii) Black middle mass market has limited access to butchers of acceptable standard.
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Why they purchase where they do?
“Butcher” %It is much fresher/Fresher meat / beef 44(Prefer to watch them cutting portions for me)
Specialise in meat 16Focus on quality / variety
Convenient location 20
Very helpful in making up the order you want 14
You can phone order and pick up later 9
Know them personally and get good cuts 5
Cut to what you need 5
Friendlier than supermarket 4
Sometimes need their advice on type of beef ./ size, etc 4
Other 13
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Why they purchase where they do?
“Supermarket”%
Convenient to buy meat there (as part of grocery shopping) 36
It’s the nearest / closest 18
There are not butcher shops convenient for me 15
Always clean, healthy / hygienic to buy there. Cleaner environment 34Trust the supermarket brand that they keep high level of hygienic/ handling ofmeat
Fresh and affordable 12
Fresh from a clean place 10
The food chain is controlled and quality assured by the supermarket 8
You know what you are getting is healthy and safe 8
Displayed well – easy to look and select the one for your needs 19
Offer variety of meats and cuts; and size of packets to suit your pocket 15
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Has the advertising for beef influenced you positively regarding the safety aspect of beef (when you purchase beef it is fresh and hygenically marketed)
Total140
%
Black
%
White
%
Female
%
Male
%
Yes definitelyYes
31
40
30
36
32
46
32
42
24
36
Not sure 12 14 10 10 16
No 17 20 12 16 24
Note: i) 71% Yes 29% “No” Higher: Black 34%
Males 40%ii) “Safety” aspect currently not perceived to be a priority or problem aspect for respondents
Related more to butcher location and cleanliness / hygiene
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Image Perceptions of Beef
%
Delicious/tasty/scrumptious
Unbeatable for taste
Succulent and juicy steaks, roast
Tasty, nice, cant live without it
Tender and tasty
Tempting smell and taste
Soft and juicy
66
Makes you a man
Gives you strength
Builds muscles
Builds body
Gives nutrients
Full of vitamins / iron
Full of proteins
48
Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential
Image Perceptions of Beef
%
It has benefits you body needs
Good for you / your body
Its healthy
Part of healthy diet
You need beef
39
Love beef biltong
Great for braai
Makes good stew / curry
Nice cold sliced
Sausages great
Mince very useful / versatile
Very good roasts
38