SAXONVILLE SAUSAGE COMPANY
SAXONVILLE SAUSAGE COMPANY
QUANTITATIVE RESEARCH TECHNIQUES
Uses various types of scale que. Researchers draw numerical representation and summaries
Helps us to better assess the depth and breadth of brand awareness, the strength, uniqueness of the brand.
BRAND AWARENESS BRAND IMAGE
BRAND RESPONSE
BRAND RELATIONSHIP
BRAND AWARENESS
Strength of brand in the memory
Two components: Recognition
Recall Unaided recall: when u think of chocolate, which brand comes to your mind? Aided recall : much narrower & more specific.
EXERCISE
1)
D_,_,A,C_,_,_ G_L_,_T_,_ H_LL_,_,_,_ H_A_T
2)
3)
4)
CORRECTIONS FOR GUESSING
Also spurious awareness
E.g. one study conducted for the awareness of beauty products showed spurious awareness, one fictitious company was included which got response of about 16%, showed presence of spurious awareness.
BRAND IMAGE
Imp aspect of brand Considering 3 components: strength favorability uniqueness Example of Brand Association Ratings in terms of strength, favorability and uniqueness
1)
To what extent do you feel the following product characteristics are descriptive of Lipton ice tea (where 1= strongly disagree & 7= strongly agree)?
___________ convenient ___________ refreshing & thirst quenching ___________ tasting good ___________ relevant ___________ used by young professionals
BRAND RELATIONSHIPS
Behavioral loyalty: E.g. brand manager of Duracell batteries might ask:
Which brand of batteries do you usually buy?
Which brand of batteries did you buy last time? Which brands of batteries did you consider buying? Which brand of batteries will you next time?
QUALITATIVE RESEARCH TECHNIQUES
Help
identify possible brand associations and sources of brand equity. Unstructured measurement approaches. Ernest Dichter, first applied these research techniques.
Free
Association Projective Techniques Zaltman Metaphor Elicitation Technique Brand personality and values Experiential Methods
FREE ASSOCIATION
Simplest
and most powerful technique. Used mainly to identify the range of possible brand associations. Coding free association responses, gives a rough measure of the strength.
Things
to be considered in conducting free association tasks Types of probes given How to interpret the results
PROJECTIVE TECHNIQUES
Diagnostic
tools to uncover true opinion and feelings of consumers when they are unwilling or otherwise unable to express themselves.
and Interpretation Tasks uses incomplete or ambiguous stimuli to elicit consumer though. Comparison Tasks comparing brands to people, countries, animals, cars, and many more.
Completion
ZALTMAN METAPHOR ELICITATION TECHNIQUE
Based on the belief that consumers have subconscious motives for their purchasing behavior. A technique for eliciting interconnected constructs that influence thought and behavior.
Starts with a group of participants; select 12 images. Followed by one-on-one personal interview. Participants use a computer program to create a collage. Researchers compile the findings.
Means to understand consumer images of brands; for consumer insights
BRAND PERSONALITY AND VALUES
The
Big Five Assesses brand personality through adjective checklists or training. Sincerity, Excitement, Competence, Sophistication,Rugedness
EXPERIENTIAL METHODS
Reach
to the consumers in their natural environment.
SAXONVILLES BACKGROUND
Saxonville Sausage Company is a 70-years old, Sausage company based in Ohio In 2005, the revenue approximately $ 1.5 billion. Produced a variety of pork sausage products: fresh sausage as opposed to smoked or semi-dried
COMPANY PRODUCT
The business consisted of branded products:
Product Bratwurst Breakfast Sausage Italian Sausage Vivio Store brand products Market Flat No Growth Decline revenues Growth Revenues 70% 20% 5% 5%
Revenue Percentage Contribution
5% 5% 20% 70% Bratwurst Breakfast sausage Italian sausage "Vivio" Store brand product
ISSUES
What is the ideal name for Saxonvilles line of italian sausage? Should a national entrant continue with the Vivio brand name or have a different Italian name? Or use the Saxonville name to leverage the companys heritage and brand equity?
Research the Italian Opportunity
STEP ONE : PLANNING NEW RESEARCH ON THE TARGET CUSTOMER
Phase I : To confirm some of the basic information presented in the Attitude and Usage data. Phase II : To understand current behaviors Triggers to purchase, and unmet needs To get a clear understanding of product benefit
STEP TWO : BUILDING ON LEARNING FROM THE FOCUS GROUPS
6 potential bases for positioning : Family Connection Clever Cooking Confidence Appreciation Quick and Easy Tradition
STEP THREE : BUILDING POSITIONING CONCEPTS
Family Connection Out of 256 respondents 81% were interested to purchase it on the Family Connection brand image Clever Cooking Out of 250 respondents 72% respondents were interested to purchase it on the Family Connection brand image
STEP FOUR : ADDITIONAL RESEARCH DELIVERS A VERDICT OR TWO
Family Connection had scored better and receiving the most first-place votes. Discuss how advertising look and feel, packaging, product attribute, name, considering sub-branding. Picked the winner from the two final concepts.
Customer Analysis
TARGET MARKET
Working out of the home and working at home Head of household: female and male Age: 20-50 Household income level: middle and high Consumer group: heavy, medium, and light users Loyalist and competitive users
CURRENT MARKET CONSIDERATIONS
Behavior Considerations Vivio loyalist Competitive brand Degree of price sensitivity Frequency of every day dinner preparation Use of other product within company Geographic Considerations Currently in strong Italian sausage markets Strong Bratwurst markets where Saxonville well developed Strong Saxonville markets where Italian sausage is distributed Strong Saxonville markets where vivio is distributed
