Results pilot3 sanitized

Results pilot FMCG

December 2009

2

Objectives of pilot

Assess perception and reading rate of magazine

Determine impact of magazine on brand perception, sales activation (coupon usage) and loyalty

Comparing impact of magazine versus website/newsletter

3

Media mix setup for pilot

Group 1

Received magazine, e-newsletter and active use of site

300

Fieldwork period: 19/10 – 23/10

Questionnaire length: 17 minutes

Number of market research interviews

1200

Group 2

Received magazine, e-newsletter and no active use of site



300

Group 3

Received magazine only



300

Group 4

Control group



300

DISGUISED CLIENT EXAMPLE IN FMCG SECTOR

4

Nearly 25% of the research population has no Internet access

97%

27%

6%

2%

At home

At work (personal use)

Somewhere else(personal use)

None

79%

10%

5%

20%

74%

18%

4%

24%

“Do you have access to the internet'?”

Control group

n=300No e-newsletter + not active on

site

n=300

E-newsletter + not active on site

n=300


5

Measurements

1) Perception of magazine

2) Impact magazine on brands Awareness Activation Loyalty

3) Conclusions

6

The active website users recall better the magazine than the others

DM funnel

Received magazine

Recall magazine

Open magazine

Read magazine

“Did you receive the magazine'?"

"What did you do with the last magazine you received

– Did you read it*?"

"Did you open the last issue of the magazine you

received?"

Magazine & e-newsletter 100 6170 8686 557070 9191

Magazine & no e-newsletter 100 384350 86865050 8888

n=300

n=300

Magazine & e-newsletter & visit site

100 7885 9292 698585 8888n=300

*Did you read it = question 45 2 to 5

Source: Market research on 1200 customers, October 2009 N = all respondentsDifferences are statistically significant


7

The magazine is appreciated by all groups, especially by the active website users

105%

719%

64%

1-53%

921%

847%

109%

726%

64%

1-56%

917%

839%

106%

728%

65%

1-53%

917%

842%

Magazine + e-newsletter + active on site

n=235

Magazine + e-newsletter + not active on site

n=182

Magazine + no e-newsletter + not active on site

n=126

Overall evaluation: general appreciation of the magazineRating on a scale 1 to 10*

*1: very bad, 10: very good

Source: Market research on 1200 customers, October 2009N = respondents that opened the magazine, excl. Dnk

%8+9+10

73%

%8+9+10

65%

%8+9+10

64%


8

More than 9 to 10 respondents having opened the magazine, are positive about the magazineAppreciation of the magazine

27% 29%14%

65% 63%

71%

9% 9% 14%

1%

E-newsletter

+active/site

E-newsletter

+ notactive

No e-newsletter

+ notactive

Negative

Neutral

Positive

Very positive 23% 22%12%

68% 69%74%

10% 8% 14%

1% 1%

E-newsletter

+active/site

E-newsletter

+ notactive

No e-newsletter

+ notactive

27% 24%15%

63% 70%

67%

9% 6%17%

1% 1%

E-newsletter

+active/site

E-newsletter

+ notactive

No e-newsletter

+ notactive

In general Content Design / style

Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk

% (Very) Positive

91% 91% 86% 90% 91% 86% 91% 94% 83%

(N=237) (N=184) (N=130) (N=237) (N=184) (N=130) (N=237) (N=184) (N=130)


9

Coupons, recipes, useful tips and information about new products are most appreciated items

Mag + e-newsletter + active/site

Mag + e-newsletter + not active

Mag + no e-newsletter + not

active(n=214) (n=168) (n=110)

47% 42% 45%

22% 31% 39%

21% 26% 17%

20% 21% 18%

15% 13% 16%

11% 7% 9%

10% 6% 8%

3% 5% 3%

2% 3% 4%

3% 1% 2%

1% 4% 1%

2% 2%

2% 2%

2% 1%

4% 2% 2%

0% 3% 4%

N = respondents that evaluated magazine positivelySource: Market research on 1200 customers, October 2009

9%

8%

4%

3%

2%

2%

2%

2%

1%

3%

2%

15%

20%

22%

29%

45%Coupons

Recipes

Useful tips& facts

Info on (new) products

interesting articles/themes

Variation, different subjects

Easy and pleasant to read

Lay-out, colors, ...

Interesting (general)

Clear, well explained

Modern, contemporary, young, ...

For women

Contests

Format (small, practical)

Other

Dnk

What do you like about the magazine?

Positive about magazine (n=492)

90% of all respondents having opened the magazine are positive about it

10

All respondents feel positive about the magazine in terms of benefits, interests and reading fun

8%

14%

10%

26%

52%

40%

17%

25%

21%

30%

37%

52%

48%

58%

54%

51%

20%

13%

10%

45%

46%

43%

15%

27%

26%

31%

42%

58%

56%

60%

62%

49%

“To which extent do you agree with the following statements about the magazine? ” Rating on a scale 1 to 5*

*1: I completely agree, 2: I agree, 3: I don't agree, nor disagree, 4: I disagree, 5: I completely disagree


26%

14%

11%

44%

43%

51%

15%

24%

23%

32%

39%

55%

59%

59%

60%

55%I get benefits out of it

Fun to read

Corresponds to my interests

Made for and by women like me

Inspires me

Motivates me to visit website

Different from other women's magazines

Suprises me


n=235


n=182


n=126

Agree

Completely agree

%Agree total

94%

92%

82%

83%

70%

57%

61%

70%

%Agree total

%Agree total

91%

93%

85%

83%

74%

65%

59%

53%

88%

84%

79%

74%

70%

33%

65%

50%

11

Respondents having received the newsletter, spend more time reading the magazine

11% 10% 6%

22%15%

7%

31%31%

30%

35%43%

54%

3%1%1%

E-newsletter +active/site

E-newsletter + notactive

No e-newsletter +not active

Dnk

0 to 10 minutes

Between 10 and 20 minutes

Between 20 and 30 minutes

More than 30 minutes

Time spend reading magazine “How much time did you spend reading/looking through the magazine?“



12

Almost 90% of the brand X community (e and/or p) would mind if the paper magazine was suppressed

33% 30%19%

58% 59%67%

9% 11% 13%

1% 2%

E-newsletter +active/site

E-newsletter + notactive

No e-newsletter +not active

Dnk

I would not mind

I would mind somewhat

I would mind a lot

“How would you feel if you no longer received the magazine?“

(n=237) (n=184) (n=130)



13

65% of the e active users still prefers the paper magazine

73%

69%

79%

58%

60%

69%

60%

55%

“To what extent do you think the following statements apply to the internetsite?”

Rating on a scale 1 to 4*, % Certainly + somewhat (%1+2)

57%

57%

65%

49%

I use the website as anaddition to the paper

magazine

The website is goodsubstitute to the

magazine

I prefer the papermagazine

I prefer the website


n=300


n=128


n=19

*1: Certainly, 2: Somewhat, 3: Not really, 4: Certainly not

Source: Market research on 1200 customers, October 2009 N = respondents having visited the website


14

Measurements



3) Conclusions

15

There are little differences in perception between the different target groups

0

20

40

60

80Makes my life easier

Modern and attractive packaging

Innovative and modern brand

Convenient to use

Brand continuously improving itsproducts

Has complete product range givingbest results for each need

Is expert in its field

Is environment friendly

Control group (n=139)

E-newsletter + active/site (n=189)

E-newsletter + not active (n=201)

No e-newsletter + not active (n=177)

To which extent do you agree with the following statements concerning brand A?

Rating on a scale 1 to 10*; % Agree completely or to great extent (% of score 8 to 10)

*1: I completely disagree, 10: I completely agree

Based on all respondents knowing the brand, except for people who answered ‘DKN on each statement’

Source: Market research on 1200 customers, October 2009

16

There are only few differences in the perception of brand B between different target groups

0

20

40

60

80Has attractive packaging

Is an authentic brand

Is available for acceptable price

Is a pleasure to use Is soft

Really improves the condition and feelof hair and skin

Keeps promises

Control group (n=255)

E-newsletter + active/site (n=272)

E-newsletter + not active (n=275)

No e-newsletter + not active (n=271)

To which extent do you agree with the following statements concerning brand B?

Rating on a scale 1 to 10*; % Agree completely or to great extent (% of score 8 to 10)

1: I completely disagree, 10: I completely agree

Based on all respondents knowing the brand, except for people who answered ‘don’t know on each statement’

Source: Market research on 1200 customers, October 2009

1

2

3

4

1-2

17

Sending an e-newsletter together with the magazine reinforces the coupon recall

57

64

78

50

61

74

“Do you remember receiving a booklet with coupons together with the latest edition of the magazine?”

“Did you use some coupons or do you plan to do so?"

Coupon recall Intention to use coupons

N = respondents having received magazineSource: Market research on 1200 customers, October 2009

Magazine & e-newsletter & visit site (n=300)

Magazine & e-newsletter (n=300)

Magazine & no e-newsletter (n=300)

conversion rate from recall to usage

95

97

88

All the differences are statistically significant, except 57 - 64


18

Loyalty is high amongst all groupsBrand A is a strong market leader

N = all respondents having a dishwasherSource: Market research on 1200 customers, October 2009

Awareness Familiarity Consideration TrialRegular use

Purchase funnel

LoyaltyLast media received

Magazine & e-newsletter & visit site (n=300) 96 86 98 48 91 4396 9094 84

Control group (n=300) 91 77 99 41 92 3894 8490 76

Magazine & e-newsletter (n=300) 90 80 99 43 89 3896 8993 79

Magazine & no e-newsletter (n=300) 93 86 99 47 93 4497 9295 85

57

54

55

55

19

121 com has a positive impact on the awareness and consideration to buy, not on loyalty (brand B)


Purchase funnel


Control group (n=300) 66 44 91 20 30 679 6784 40




Source: Market research on 1200 customers, October 2009N = all respondents

Awareness ctrl vs other groups & consideration 44-54 are statistically significant differences

46

53

52

51

20

121 com seems to have an impact on awareness and regular use (brand C)


Purchase funnel


Control group (n=300) 69 47 95 20 31 679 6786 44




Awareness ctrl vs other groups & regular use 20-29 are statistically significant differences

N = all respondentsSource: Market research on 1200 customers, October 2009

61

59

57

45

21

No particular differences between groups (brand D)


Purchase funnel


Control group (n=300) 74 53 95 31 50 1582 7388 40




Source: Market research on 1200 customers, October 2009 N = all respondents

Trial 40-50, regular use 23-32 & 23-31 and loyalty 9-15 are statistically significant differences

49

58

59

61

22

121 com seems to have an impact on regular use, not on loyalty (brand E)


Purchase funnel


Control group (n=300) 81 59 94 29 42 1284 7387 55




Source: Market research on 1200 customers, October 2009 N = all respondents

Regular use 29-39 is statistically significant difference

65

50

59

53

23

Measurements



3) Conclusions

24

1) The 121 program

The ‘e program’ and the ‘p program’ are reaching different social-demographical groups:

There’s a somewhat older population for the ‘magazine only group’ The families of the ‘magazine only group’ are smaller

The ‘e program’ helps boosting the magazine recall and opening rate the magazine awareness, the magazine appreciation the magazine interest the magazine reading time

All groups like the magazine, especially coupons, recipes, useful tips and information on (new) products

25

1) The 121 program

The ‘e community’ loves receiving the magazine: 90% would mind significantly if the magazine was suppressed 65% of the e active users still prefer the paper magazine

Still 1/3 of the e newsletter receivers have never visited the website

‘P’ reinforces ‘E’ and even the ‘e addicts’ love to receive the magazine and appreciate the content and coupons

26

2) The 121 impact on the brand

Brand perception The 121 program (e + p) has no significant impact on brand perception

Brand activation Over 90% of consumers recalling the 121 program use or intent to use coupons The more intense the 121 program (paper + e-newsletter + active visits), the more

consumers are ready to act Coupons remain a key activation tool

Brand loyalty The 121 program has no significant impact on brand loyalty

The 121 program (both e and p) is a strong response and brand activator but has to be combined with other ATL media to have an impact on brand awareness and loyalty

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Results pilot3 sanitized

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