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
Fieldwork period: 19/10 – 23/10
Questionnaire length: 16 minutes
300
Group 3
Received magazine only
Fieldwork period: 19/10 – 23/10
Questionnaire length: 14 minutes
300
Group 4
Control group
Fieldwork period: 23/10 – 27/10
Questionnaire length: 9 minutes
300
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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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
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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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
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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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%
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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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)
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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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
Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk
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
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
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?“
Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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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)
Source: Market research on 1200 customers, October 2009 N = respondents that opened the magazine, excl. Dnk
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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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
Magazine + e-newsletter + active on site
n=300
Magazine + e-newsletter + not active on site
n=128
Magazine + no e-newsletter + not active on site
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
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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Measurements
1) Perception of magazine
2) Impact magazine on brands Awareness Activation Loyalty
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
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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
DISGUISED CLIENT EXAMPLE IN FMCG SECTOR
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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
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121 com has a positive impact on the awareness and consideration to buy, not on loyalty (brand B)
Awareness Familiarity Consideration TrialRegular use
Purchase funnel
LoyaltyLast media received
Control group (n=300) 66 44 91 20 30 679 6784 40
Magazine & e-newsletter & visit site (n=300) 74 50 91 21 31 686 6878 46
Magazine & e-newsletter (n=300) 75 54 88 25 27 788 7281 47
Magazine & no e-newsletter (n=300) 72 52 95 26 27 787 7283 50
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)
Awareness Familiarity Consideration TrialRegular use
Purchase funnel
LoyaltyLast media received
Control group (n=300) 69 47 95 20 31 679 6786 44
Magazine & e-newsletter & visit site (n=300) 68 46 94 26 32 987 6878 43
Magazine & e-newsletter (n=300) 75 52 93 29 31 985 6981 48
Magazine & no e-newsletter (n=300) 71 49 90 25 37 984 7083 45
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)
Awareness Familiarity Consideration TrialRegular use
Purchase funnel
LoyaltyLast media received
Control group (n=300) 74 53 95 31 50 1582 7388 40
Magazine & e-newsletter & visit site (n=300) 78 52 92 23 40 985 6779 46
Magazine & e-newsletter (n=300) 78 58 94 32 44 1487 7486 47
Magazine & no e-newsletter (n=300) 73 54 90 29 35 1087 7485 50
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)
Awareness Familiarity Consideration TrialRegular use
Purchase funnel
LoyaltyLast media received
Control group (n=300) 81 59 94 29 42 1284 7387 55
Magazine & e-newsletter & visit site (n=300) 82 62 95 39 44 1791 7582 59
Magazine & e-newsletter (n=300) 85 66 95 31 47 1591 7784 63
Magazine & no e-newsletter (n=300) 81 61 98 36 41 1590 7685 60
Source: Market research on 1200 customers, October 2009 N = all respondents
Regular use 29-39 is statistically significant difference
65
50
59
53
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Measurements
1) Perception of magazine
2) Impact magazine on brands Awareness Activation Loyalty
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