a u s t r a l i a the leading e dge a marketing research presentation prepared for: meat and...
TRANSCRIPT
A U S T R A L I A
the leading
edge
A MARKETING RESEARCH PRESENTATION
PREPARED FOR:Meat and Livestock Australia
CLIENT CONTACTS:David Thomason, Karen Judson, Carryn Watson
TLE CONSULTANTS:Marika Lind, Jamie Yong
TLE 32588January 2002
LAMB TRACKING 2002
LAMB TEAM PRESENTATION Q2
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
2
LAMB TRACKING 2002
the leading
edge
BACKGROUND AND OBJECTIVES
BRAND HEALTH SUMMARYAll Meats
MEAT PERFORMANCELamb
ADVERTISING PERFORMANCE‘Hands’ Execution
Brand v’s Tactical Assessment
SUMMARY AND NEXT STEPS
Agenda
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
3
LAMB TRACKING 2002
the leading
edge
BACKGROUND AND OBJECTIVES
BRAND HEALTH SUMMARYAll Meats
MEAT PERFORMANCELamb
ADVERTISING PERFORMANCE‘Hands Execution’
Brand v’s Tactical Assessment
SUMMARY AND NEXT STEPS
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
6
LAMB TRACKING 2002
the leading
edgeSampling
Continuous Sample
N= 1200 face to face interviews per year
n=24 interviews per week for 50 weeks (n= 8 per week in each city Syd/Melb/Bris)
Main grocery buyers and meal preparers
Aged 18- 64
Note: approx n=385 (32%) of continuous sample will be Mums with kids
TOTAL SAMPLE N=1200 CONTINUOUS PLUS APPROX 4 X n=200 BOOSTS PER YEAR
Core Measures
Boosts/ Ad hoc
JULY 2001 JULY 2002
Continuous Sampling
Boost BOOSTBOOSTBOOSTBOOST
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
7
LAMB TRACKING 2002
the leading
edgeTracking
PRE
11-19 Sept 1999
N=239
Pre ‘Brand’ campaign
Utilised as a benchmark pre-activity
First TLE dipstick
POST
13 Nov – 18 Dec 1999
N=362
Post ‘Brand’ campaign
Utilised as assessment of ‘Brand’ execution
WAVE 1
6-18 Sept 2000
N=201
Post assessment of ‘Sundays’ and ‘Footy Finals’ activity
WAVE 2
18 Nov – 1 Dec 2000
N=260
Post assessment of ‘Goth’ activity
Boost of n=60 mums with kids
WAVE 4
12-18 May 2001
N=201
Post assessment of ‘Mother’s Day’ activity
Q1
7 July-19 Oct 2001N=492
Post assessment of mince activity and continuous meat monitor begins
WAVE 3
3-11 Feb 2001
N=209
Post assessment of ‘Goth’ and Australia Day activity
Q2
20 Oct – 16 Dec 2001
N=473
Q2 continuous meat monitor plus chop boost
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
9
LAMB TRACKING 2002
the leading
edge
BACKGROUND AND OBJECTIVES
BRAND HEALTH SUMMARYAll Meats
MEAT PERFORMANCELamb
ADVERTISING PERFORMANCE‘Hands’ Execution
Brand v’s Tactical Assessment
SUMMARY AND NEXT STEPS
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
10
LAMB TRACKING 2002
the leading
edgeTop of Mind – All Meats
5356
49 48
62
5451 52
1614 15 14
23 24 25
5 4 4 5 32 4
18
22
17 202015
221919
52
52 22
6
0
10
20
30
40
50
60
70
Pre(n=239)
Post(n=239)
Wave 1(n=201)
Wave 2(n=206)
Wave 3(n=209)
Wave 4(n=201)
Q1(n=492)
Q2(n=473)
Beef Lamb Chicken Fish Pork Mutton
LAMB TOP OF MIND DECLINING SLIGHTLYCHICKEN GROWING SHARE OF MENTIONS SINCE W4
BASE: TOTAL SAMPLE EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
11
LAMB TRACKING 2002
the leading
edgeTop of Mind – All Meats (Mums with kids)
58 59
50 49
61
4846 47
16 16 17
11
21
28 2730
48 7
5 5 31
5
16 1814
1915
212021
26
22 35
0
10
20
30
40
50
60
70
Pre(n=111)
Post(n=157)
Wave 1(n=76)
Wave 2(n=138)
Wave 3(n=74)
Wave 4(n=75)
Q1(n=298)
Q2(n=250)
Beef Lamb Chicken Fish Pork Mutton
MUMS (ALL AGE KIDS) SHOW SOME DECLINE IN LAST WAVE (CHOP TARGET WAS 5-12 YEARS)
BASE: MUMS WITH KIDS EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
12
LAMB TRACKING 2002
the leading
edge
34
30 31
13
9
1311
34
3835
37
4542 41
1417
13
912
4 3 4
0.42 1 0.4
32
39
26
34
33
1314
1514
34
1211
565
0.50
5
10
15
20
25
30
35
40
45
50
Pre(n=239)
Post(n=362)
Wave 1(n=201)
Wave 2(n=206)
Wave 3(n=209)
Wave 4(n=204)
Q1(n=492)
Q2(n=473)
Beef Lamb Chicken Fish Pork Mutton
LAMB FIRST PREFERENCE REMAINS FAIRLY STABLE, CHICKEN AND BEEF PLATEAUING
Preferred Meat Type - First Preference
BASE: TOTAL SAMPLE EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
13
LAMB TRACKING 2002
the leading
edgePreferred Meat Type – Mums With Kids
2825
29 29
24
8
1311
4339
55
43
50
1511
40.4
35 34
12
161412
8
4244
36
812
1312
3
11
35533
78
10
10
20
30
40
50
60
Pre(n=111)
Post(n=157)
Wave 1(n=76)
Wave 2(n=138)
Wave 3(n=74)
Wave 4(n=75)
Q1(n=298)
Q2(n=250)
Beef Lamb Chicken Fish Pork Mutton
LAMB PREFERENCE DECLINING SLIGHTLY FOR MUMS IN THE LAST QUARTER (STRONGEST PREFERENCE W3 GOTH, FEB 2001)
BASE: MUMS WITH KIDS EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
14
LAMB TRACKING 2002
the leading
edgeRecency of Purchase – Last Seven Days
7167
58
68 66
4447
42 4346
7471
77
6874
8175
3429
4338
19 21 2327 25
1 3 1 1 2 1
697271
35
50
57
72
404035
28 3025
0
10
20
30
40
50
60
70
80
90
Pre(n=239)
Post(n=287)
Wave 1(n=160)
Wave 2(n=207)
Wave 3(n=165)
Wave 4(n=204)
Q1(n=492)
Q2(n=473)
Beef Lamb Chicken Fish Pork Mutton
LAMB L7 DAYS APPROACHING W3 PEAK, BUT STILL BELOW 2000 FIGURES. CHICKEN AND BEEF SHOW SOME DECLINE
BASE: TOTAL SAMPLE EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
15
LAMB TRACKING 2002
the leading
edgeLast 7 Days Purchase – Mums With Kids
83
3835
27
43 43
3634
26
79
61
7169
64
7381
52
4347
5150
38
60
37
78
868582
72
8881
26 34 2629
1822
24
2213
0
10
20
30
40
50
60
70
80
90
Pre(n=111)
Post(n=157)
Wave 1(n=76)
Wave 2(n=138)
Wave 3(n=74)
Wave 4(n=75)
Q1(n=298)
Q2(n=250)
Beef Lamb Chicken Fish Pork Mutton
ALL PROTEINS SHOWING SOME DECLINE FOR MUMS… PARTICULARLY BEEF AND CHICKEN
BASE: MUMS WITH KIDS EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
16
LAMB TRACKING 2002
the leading
edgeMean Frequency of Purchase – Total Sample
3.12.8
3.6
1.6
2.2 2.3 2.2
3.5
1.5 1.6 1.6 1.6
0.60.2 0.1
3.13.13.23
1.7 1.41.5
3.6
2
2.52.3
0.2 0.2
0
2
4
6
Pre(n=239)
Post(n=362)
Wave 1(n=201)
Wave 2(n=260)
Wave 3(n=209)
Wave 4(n=201)
Q1(n=492)
Q2(n=473)
Beef Lamb Chicken Pork Mutton
MEAN FREQUENCY OF LAMB PURCHASE FAIRLY STABLE SINCE W4, BUT STILL HIGHER THAN WHEN TRACKING COMMENCED
Purc
hase
s pe
r mon
th
BASE: TOTAL SAMPLE EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
17
LAMB TRACKING 2002
the leading
edgeMean Frequency of Purchase – Mums with Kids
3.32.9
4.5
3.2
1.6
2.32.1
1.5 1.6 1.6 1.6
0.2 0.2
3
3.33.1
2.11.8
1.41.5 1.5
2.82.5 2.5
1.5
0.2
3.1
0
2
4
6
Pre(n=111)
Post(n=157)
Wave 1(n=76)
Wave 2(n=138)
Wave 3(n=74)
Wave 4(n=75)
Q1(n=298)
Q2(n=250)
Beef Lamb Pork Mutton Chicken
LITTLE CHANGE FOR LAMB SINCE W4, ALL OTHERS STABLE OR IN SLIGHT DECLINE
Purc
hase
s pe
r mon
th
BASE: MUMS WITH KIDS EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
18
LAMB TRACKING 2002
the leading
edgeTVC Unprompted Advertising Recall -Total Sample
17
23
13
2325
23
18
41
2219
9
15
11
30
16
1411
2122
19
151113
10
24
2926
0
5
10
15
20
25
30
35
40
45
Post Wave 1 Wave 2 Wave 3 Wave 4 Quarter 1 Quarter 2
Beef Lamb Chicken Pork
(n=362) (n=201) (n=260) (n=209)
STRONG RESPONSE TO MOTHERS DAY EXECUTION IN W4, Q2 (CHOP) RESULTS LOWER THAN PREVIOUS PERIODS
BASE: TOTAL SAMPLE EACH PERIOD
(n=492)(n=75) (n=473)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
19
LAMB TRACKING 2002
the leading
edgeTVC Unprompted Advertising Recall – Mums with Kids
16
10 11
24
30 30
48
2522
8
15
10
29
17
1212
22
25
2021
1511
1723
24
31 33
0
10
20
30
40
50
60
Post(n=157)
Wave 1(n=76)
Wave 2(n=138)
Wave 3(n=74)
Wave 4(n=75)
Quarter 1(n=298)
Quarter 2(n=250)
Beef Lamb Chicken Pork
DECLINE IN AWARENESS FOR MUMS SINCE THE MOTHERS DAY CAMPAIGN, BUT DECLINES ALSO RECORDED ACROSS ALL MEATS. LAMB STILL LEADS THE WAY
BASE: ALL MUMS WITH KIDS IN EACH PERIOD
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
20
LAMB TRACKING 2002
the leading
edgeMagazine Unprompted Advertising Recall –Total sample
1819 19
1516
1311
17
0
5
10
15
20
25
30
Q1 Q2
Beef Lamb Chicken Pork
ONLY TWO DATA POINTS FOR MAGAZINE RECALL… LAMB REMAINS STABLE, HOWEVER FAIRLY LOW LEVELS OF AWARENESS GENERALLY ACROSS PROTEINS
BASE: TOTAL SAMPLE EACH PERIOD
(n=492) (n=473)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
21
LAMB TRACKING 2002
the leading
edgeMagazine Unprompted Advertising Recall–Mums with Kids
2121
17
13
17
12
15
22
0
5
10
15
20
25
30
Q1 Q2
Beef Lamb Chicken Pork
SLIGHTLY HIGHER LEVELS OF MAGAZINE AWARENESS FOR MUMS. BEEF RESULTS SHOW STRONG DECLINE
BASE: ALL MUMS WITH KIDS IN EACH PERIOD
(n=250)(n=298)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
22
LAMB TRACKING 2002
the leading
edgeSummary- Meat Overview
Quarter two results highlight difficulties for most proteins
Beef shows a decline in preference amongst mums over the last period, with this shift going strongly to Chicken (seasonal?)
Of concern is the Last 7 days purchase decline amongst Mums for all proteins, with frequency of purchase also plateauing
Declining TV advertising awareness is also evident for the latest period across all meats, although Lamb still leads the way with higher levels of awareness amongst the total sample and mums targets
For Lamb, Quarter 2 shows an overall dampening of brand health results amongst the mums segment, while the total sample indicators remaining fairly stable
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
23
LAMB TRACKING 2002
the leading
edge
BACKGROUND AND OBJECTIVES
BRAND HEALTH SUMMARYAll Meats
MEAT PERFORMANCELamb
ADVERTISING PERFORMANCE‘Hands’ Execution
Brand v’s Tactical Assessment
SUMMARY AND NEXT STEPS
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
25
LAMB TRACKING 2002
the leading
edge
17 1822 20
16 14 15
82
68 6965
61
75
14
747977
13
17
58
0
10
20
30
40
50
60
70
80
90
Pre(n=239)
Post(n=362)
Wave 1(n=201)
Wave 2(n=260)
Wave 3(n=209)
Wave 4(n=201)
Q1(n=492)
Q2(n=473)(n=181)
Top of mind Total unaided Top of mind (M+K) Total unaided (M+K)
Lamb Awareness – Total & Mums With Kids 6-11
TOP OF MIND SALIENCE DOWN SLIGHTLY, HOWEVER SPONTANEOUS AWARENESS DECLINING MOST STRONGLY AMONGST THE MUMS SEGMENT
FOR Q2
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
26
LAMB TRACKING 2002
the leading
edge
53 52
42 44 43 4246
27
45
36343631
3836 33
43
52
37
28
0
10
20
30
40
50
60
70
80
90
Pre(n=239)
Post(n=362)
Wave 1(n=201)
Wave 2(n=260)
Wave 3(n=209)
Wave 4(n=201)
Q1(n=492)
Q2(n=473)(n=181)
Disposition (% very positive) Total Disposition (% somewhat positive) Total
Disposition (% very positive) M+K Disposition (% somewhat positive) M+K
Lamb Disposition – Total & Mums With Kids 6-11
DISPOSITION TRENDING UP SLIGHTLY FOR THE TOTAL SAMPLE, HOWEVER SOME EROSION FROM TOP BOX AMONGST MUMS OF 6-11’s
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
27
LAMB TRACKING 2002
the leading
edge
80 79
7578
8284
79 80 8080
60
70
80
90
Pre(n=239)
Post(n=362)
Wave 1(n=201)
Wave 2(n=260)
Wave 3(n=209)
Wave 4(n=201)
Q1(n=492) (n=130)
Q2(n=473)(n=181)
Nett positive Total Nett positive (M+K)
Lamb Nett Disposition – Total & Mums With Kids 6-11
NETT RESULTS- MUMS WITH KIDS DISPOSITION UNCHANGED
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
28
LAMB TRACKING 2002
the leading
edge
57
45 44
35
4742 43 46
54
43
0
10
20
30
40
50
60
Pre(n=239)
Post(n=362)
Wave 1(n=201)
Wave 2(n=260)
Wave 3(n=209)
Wave 4(n=201)
Q1(n=492)(n=130)
Q2(n=473)(n=181)
Lamb Purchased last 7 days -Total Lamb Purchased last 7 days - M+K
Lamb Purchase - Total & Mums With Kids 6-11
TOTAL SAMPLE PURCHASE FAILRY STABLE SINCE THE POST READ (DEC 99). MUMS DECLINING IN LAST QUARTER
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
29
LAMB TRACKING 2002
the leading
edge
1315 14 15
13
8
20 20
1113
21
16
2026
19
31
131517
19
0
5
10
15
20
25
30
35
40
45
Pre(n=239)
Post(n=362)
Wave 1(n=201)
Wave 2(n=260)
Wave 3(n=209)
Wave 4(n=201)
Q1(n=492)
Q2(n=473)(n=181)
1st Choice- Total 2nd Choice- Total 1st Choice- M+K 2nd Choice- M+K
Lamb Preference - Total & Mums With Kids 6-11
FIRST AND SECOND PREFERENCE DECLINING SLIGHTLY IN Q2 FOR THE MUMS SEGMENT
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
30
LAMB TRACKING 2002
the leading
edgeLamb Positioning - Total
MOST IMAGERY ATTRIBUTES STABLE OR IMPROVING
BASE: TOTAL SAMPLE IN EACH PERIOD
Versatility/PreparationVery versatile 40 52 36 35 35 40 37 39Easy to cook and prepare 39 52 38 45 36 40 42 47Fits with modern food 32 43 19 35 23 25 34 41Not sure of best cooking methods 14 20 15 18 18 17 N/A N/AAustralia PrideAn important part of Australian life 53 61 45 48 44 55 54 51I’m proud to buy and serve this 49 59 41 43 44 49 48 51It’s the Australian meat 46 57 55 52 47 57 52 53FlavourIt’s delicious to eat 50 55 49 44 46 44 49 54It’s normally juicy and tender 46 53 45 46 43 51 47 48Carries flavour of my cooking well 39 53 34 36 37 43 44 43It’s uniquely flavoursome 39 47 32 42 41 40 42 44
(n=239) (n=362) (n=201) (n=260) (n=209) (n=201) (n=492) (n=473)% % % % % % % %
PRE POST WAVE 1 WAVE 4 QTR 1WAVE 2 WAVE 3
KPI
QTR 2
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
31
LAMB TRACKING 2002
the leading
edge
Family
It’s well liked in our household 44 55 40 42 42 43 46 47It’s a children’s favourite 14 20 13 18 12 15 21 30
Health
I think it’s quite fatty 33 39 35 30 33 29 31 32It can make healthy meals 32 39 26 35 29 33 35 44It can make light meals 18 26 12 17 15 14 20 25
Stocking
Automatically buy lamb whenever I shop 35 37 31 30 31 23 36 32
Lamb Positioning - Total
CONTINUING IMPROVEMENT ON KPI’s AGAINST THE TOTAL SAMPLE. . . HEALTHY AND LIGHT ALSO IMPROVING
BASE: ALL RESPONDENTS IN EACH PERIOD
(n=239) (n=362) (n=201) (n=260) (n=209) (n=201) (n=492) (n=473)% % % % % % % %
PRE POST WAVE 1 WAVE 4 QTR 1WAVE 2 WAVE 3
KPI
KPI
QTR 2
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
32
LAMB TRACKING 2002
the leading
edgeLamb Positioning – Mums with Kids 6-11 years
MODERNITY IMPROVING SIGNIFICANTLY IN Q2, HOWEVER SIGNIFICANT DECLINES IN TWO FLAVOUR ATTRIBUTES
Versatility/PreparationVery versatile 43 40Easy to cook and prepare 50 46Fits with modern food 37 45Australia PrideAn important part of Australian life 57 49I’m proud to buy and serve this 53 55It’s the Australian meat 53 53FlavourIt’s delicious to eat 53 53It’s normally juicy and tender 56 43Carries flavour of my cooking well 45 40It’s uniquely flavoursome 52 42
(n=130) (n=181)% %
QTR 1
KPI
QTR 2
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
33
LAMB TRACKING 2002
the leading
edge
Family
It’s well liked in our household 48 45It’s a children’s favourite 19 34
Health
I think it’s quite fatty 27 38It can make healthy meals 37 44It can make light meals 14 27
Stocking
Automatically buy lamb whenever I shop 37 34
Lamb Positioning – Mums with Kids 6-11 years
STRENGTHENING OF ‘CHILDREN’S FAVOURITE’ KPI AMONGST MUMS
(n=130) (n=181)% %
QTR 1
KPI
KPI
QTR 2
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
34
LAMB TRACKING 2002
the leading
edgeCorrespondence Analysis Map
BASE: ALL RESPONDENTS QUARTER 2 (N=473)
PRODUCT ATTRIBUTES STRENGTHENING FOR LAMB (PREPARATION, FLAVOUR AND JUICINESS), BEEF GAINING MORE ‘AUSTRALIAN HERITAGE’ STATUS
Is delicious to eat
Quite fatty
Healthy meals
Juicy and tender
Carries f lavour of cooking
Light meals
Proud to buy and serveChildren's favourite
Fits w ith modern food
Uniquely f lavoursomeEasy to cook and prepare
Versatile
Well liked in HH
The Australian meat
Automatically buyHeavy and f illing
Important part of Aust lifeBeef
ChickenFish
Lamb
Pork
Dimension 1 (57.28%)
Dim
en
sio
n 2
(26.7
4%
)
AUSTRALIAN/HERITAGE
FUNCTIONAL MEAT ATTRIBUTES
LIGHT/ CONTEMPORARY
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
35
LAMB TRACKING 2002
the leading
edge
21
1024
0
-5-3
-8-14
0-25
47
-10-20
-3
-1
22
Normalised ImageryBEEF
DeliciousQuite fattyCan make healthy mealsJuicy and tenderCarries flavours of cooking wellCan make light mealsProud to buy and serveChildren’s favouriteFits with modern foodUniquely flavoursomeEasy to cook/prepareVery versatileWell liked in our householdThe Australian meatAutomatically buyHeavy and fillingImportant part of Aust. life -21
15-26
8
5-8
11
-318
1-3
1-23
-3
15
-18
CHICKEN
12
-417
-1
-46
-3-1
2-15
-18
-811
-8
-2
LAMB
BEEF STRENGTHENING ON AUSTRALIAN HERITAGE VALUES… LAMB WEAKENING ON DIFFERENTIATING ATTRIBUTES V’S KEY COMPETITORS
31
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
36
LAMB TRACKING 2002
the leading
edge
-7
-9-15
-1
566
-45
-2-8
23-21
6
-4
-11
Normalised ImageryFISH
DeliciousQuite fattyCan make healthy mealsJuicy and tenderCarries flavours of cooking wellCan make light mealsProud to buy and serveChildren’s favouriteFits with modern foodUniquely flavoursomeEasy to cook/prepareVery versatileWell liked in our householdThe Australian meatAutomatically buyHeavy and fillingImportant part of Aust. life -2
-2-1
-3
-2-2
-4-3-3-2-2-3-1
-1
-4
4
MUTTON
-3
-90
-4
11
-2-9
-1-7
1-1
-4
0
2
5
PORK
MUTTON REMAINS FATTY. STILL THE LEAST DIFFERENTIATED OF ALL MEATS
34 29
31
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
37
LAMB TRACKING 2002
the leading
edgeLamb Emotional Territory – Total
CONTINUED GAINS ON MOST EMOTIONAL ATTRIBUTES, AND BOTH OCCASION KPI’s
(n=201) (n=492) (n=473)% % %
OccasionsEncourages the warmth of sharing and togetherness 39 43 49Makes each meal a celebration 35 35 40Makes an everyday meal occasion a little special 31 37 40LifestyleFits a modern and sophisticated lifestyle 23 35 41Fits a fast paced lifestyle 16 28 35Emotional BenefitIs loved by Australians 55 52 52Brings back memories that comfort me 36 39 41Is something I can rely on 30 35 41Makes me feel in control of meals in the household 21 43 43PhysicalGives power and stamina 29 31 34Makes you feel energetic and on the go 18 29 33
Wave 4 QTR 1
BASE: ALL RESPONDENTS IN EACH PERIOD
KPI
KPI
KPI
QTR 2
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
38
LAMB TRACKING 2002
the leading
edgeLamb Emotional Territory – Mums with Kids 6-11 years
GAINS ON THE MORE FUNCTIONAL ATTRIBUTES…
(n=130) (n=181)% %
OccasionsEncourages the warmth of sharing and togetherness 49 44Makes each meal a celebration 42 37Makes an everyday meal occasion a little special 39 40LifestyleFits a modern and sophisticated lifestyle 42 43Fits a fast paced lifestyle 32 39Emotional BenefitIs loved by Australians 57 49Brings back memories that comfort me 42 43Is something I can rely on 35 43Makes me feel in control of meals in the household 46 46PhysicalGives power and stamina 33 41Makes you feel energetic and on the go 31 37
QTR 1
KPI
KPI
KPI
QTR 2
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
39
LAMB TRACKING 2002
the leading
edge
Fits a modern / sophisticated lifestyle
Encourages w armth + sharing of togetherness
Fits into a fast paced lifestyle
Makes each meal a celebration
Is something I can rely onIs loved by Australians
Brings back memories that comfort me
Makes an everyday meal a little special
Gives pow er and stamina
Makes you feel energetic and on the go
Makes me feel in control of meals in the HH
Beef
Chicken
Fish
Lamb
Mutton Pork
Dimension 1 (65.09%)
Dim
en
sio
n 2
(21.4
2%
)
Correspondence Analysis Map
EMOTIONAL TERRITORY NOW WELL ESTABLISHED FOR LAMB. . . BEEF MORE ‘RATIONAL’
CONVENIENCE AND RELIABILITY
NOSTALGIA
SHARING OCCASIONS
STRENGTH
BASE: ALL RESPONDENTS QUARTER 2 (N=473)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
40
LAMB TRACKING 2002
the leading
edge
-4
13
-2
-5
-1
-1
-13
0
-11
7
16
Normalised ImageryBEEF
Makes each meal a celebration
Fits a modern/ sophisticated lifestyle
Is something I can rely on
Encourages warmth & sharing
Makes an everyday meal a little special
Is loved by Australians
Brings back memories that comfort me
Fits into a fast paced lifestyle
Makes you feel energetic and on the go
Makes me feel in control of meal in household
Gives power and stamina
7
-9
-4
-4
14
-6
20
-5
9
-5
-17
CHICKEN
-4
-6
3
9
-2
4
-10
7
-5
9
-6
LAMB
LAMB CHALLENGED ON HEARTLAND BY BEEF. OVERALL, BEEF AND CHICKEN SERVING HIGHLY FUNCTIONAL ROLES
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
42
LAMB TRACKING 2002
the leading
edge
23 25 2318
41
19
22 21
31
0
10
20
30
40
50
60
70
80
90
Post(n=362)
Wave 1(n=201)
Wave 2(n=260)
Wave 3(n=209)
Wave 4(n=201)
Q1 (n=492)(n=130)
Q2 (n=473)(n=181)
Total Mums with Kids 6-11 years
Lamb TVC Unprompted Recall
LOWER RECALL IN Q2 (CHOPS) FOR THE TARGET. MOTHERS DAY STILL THE STRONGEST PERFORMER
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
43
LAMB TRACKING 2002
the leading
edge
19
19
16
21
0
5
10
15
20
25
30
Q1 (n=492) (n=130) Q2 (n=473) (n=181)
Total Mums with Kids 6-11 years
Lamb Magazine Unprompted Advertising Recall
MUMS RECALL OF MAGAZINE DOWN SLIGHTLY
BASE: TOTAL SAMPLE AND MUMS WITH KIDS 6-11 YEARS IN EACH PERIOD (NOTE: SAMPLE SIZE OF MUMS, KIDS 6-11 TOO SMALL FOR PRE TO W4 SAMPLE)
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
44
LAMB TRACKING 2002
the leading
edgeSummary- Lamb Performance
Softening results for lamb have been most felt within the target of Mums with kids 6-11 (broadening to Mums + kids 5-12 next quarter)
Lamb salience has declined slightly, corresponding with a decline in TVC and Magazine recall over the period for both segments
While disposition and purchase recency remain reasonably stable for the total sample, the mums with kids segment also shows some decline
Image wise, a strengthening of rational attributes has given way to an erosion in Australian Heritage values- although we could expect a strong recovery post Aust Day!
Emotional benefits for Lamb remain strong
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
45
LAMB TRACKING 2002
the leading
edgeProfile of Lamb Purchase
7
2
2
2
2
4
17
4
15
14
32
Never
Less Frequency
Every four to six months
Every three to four months
About once every 3 months
About once every 2 months
About once a month
About once every 3 weeks
About once a fortnight
More than once a fortnight
Once a week or more often
WHAT ARE THE OPPRTUNITIES TO TRADE UP MEDIUM CONSUMERS TO HEAVY?
HEAVY
MEDIUM
LIGHT
NEVER
BASE: Q1 – Q2 DATA N=965
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
46
LAMB TRACKING 2002
the leading
edgeProfiling Lamb Purchase
HEAVY
More likely to be…
Mid to older age (75% 34+)
Female (87%)
Dependent children (70%)
Have younger children aged 6-11 (35%) 0-5 (29%)
Have very strong disposition (67% very positive)
One quarter rank as first choice meat, over 50% as first or second
OUR STRONG ENDORSERS – WHAT DO THEY ‘BELIEVE’ ABOUT
LAMB?
MEDIUM
More likely to be …
Mid to older
Female (87%)
Dependent children (71%)
Have younger children
Reasonable disposition (50% very positive)
Lower first choice, 30% rank as first or second choice
SOME SIMILARITIES … HOW TO INCREASE
FREQUENCY?
LIGHT
More likely to be…
Younger (34% 18-34)
Slightly more likely to be male (82% female)
Less likely to have dependent children (64%)
If they do have dependent children … more likely to be 0-5
Have lower (but still positive disposition – 28% very positive, 45% somewhat positive)
MORE LIKELY OUTSIDE OUR FAMILY TARGET,
BUT STILL HAVE POTENTIAL….
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
47
LAMB TRACKING 2002
the leading
edge
CORE ATTRIBUTES REPRESENTED ACROSS HEAVY AND MEDIUM SEGMENTS (ALBEIT LOWER IN MEDIUM)AUSTRALIAN CUES REINFORCED BY LIGHT, BUT MUCH WEAKER OVERALL
Heavy Medium Light Nevern=309 n=283 n=305 n=68
% % % %
Is delicious to eat 72 54 40 4Important part of Australian life 68 58 39 15Proud to buy and serve 66 56 36 4Well liked in household 66 51 33 2The Australian meat 65 58 41 22Juicy and tender 63 51 35 7Carries flavour of cooking 58 48 34 6Automatically buy 58 32 18 3Uniquely flavoursome 57 45 33 10Easy to cook and prepare 57 48 37 9Healthy meals 54 41 32 6Fits with modern food 51 36 31 7Versatile 51 42 29 4Children’s favourite 38 27 15 3Light meals 31 23 17 3Quite fatty 27 32 33 34Heavy and filling 24 26 21 13
Exploring Lamb Beliefs
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
48
LAMB TRACKING 2002
the leading
edge
CORE ‘HEAVY’ USER ATTRIBUTES REFLECTED IN OTHER GROUPS. CONTROL OF MEALS AND RELIABILITY LOWER FOR MEDIUM AND LIGHT USERS – EMOTIONAL
CONNECTION IN GENERAL LOW AMONGST LIGHT
Heavy Medium Light Nevern=309 n=283 n=305 n=68
% % % %
Is loved by Australians 64 59 40 18
Encourages warmth and sharing of togetherness 60 53 33 4
Makes me feel in control of meals in the household 60 47 30 3
Is something I can rely on 56 39 25 4
Brings back memories that comfort me 53 46 30 0
Fits a modern / sophisticated lifestyle 51 41 29 2
Makes an everyday meal a little special 51 41 29 6
Makes each meal a celebration 49 40 30 4
Gives power and stamina 45 33 26 3
Fits into a fast paced lifestyle 44 33 24 3
Makes you feel energetic and on the go 43 34 22 3
Exploring Lamb Beliefs
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
49
LAMB TRACKING 2002
the leading
edge
Rank Disposition Rank Purchase% %
I think its quite fatty 1 14 3 11It’s well liked in our household 2 13 17 1It’s delicious to eat 3 12 4 7I’d always automatically buy some whenever I shop 4 11 1 27I’m proud to buy and serve 5 9 15 1It can make light meals 6 8 12 2It’s an important part of Australian life 7 7 2 13It’s normally juicy and tender 8 6 14 2It carries flavours of my cooking well 9 5 11 3It can make healthy meals 10 4 9 4It’s very versatile, lots of different ways to cook it 11 4 8 5It fits with more modern food 12 2 13 2I find it heavy and filling 13 2 10 4Its uniquely flavoursome 14 1 16 1It’s a children's favourite 15 1 7 5It’s easy to cook and prepare 16 1 6 6Is the Australian meat 17 1 5 6
Lamb Drivers- Functional
FATTINESS IS THE KEY ASPECT TO CONTINUALLY CHALLENGE.DELICIOUS, PRIDE AND LIKED IN HOUSEHOLD REINFORCED
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
50
LAMB TRACKING 2002
the leading
edge
Rank Disposition Rank Purchase% %
Is loved by Australians 1 16 3 11
Brings back memories that comfort me 2 16 2 12
Makes me feel in control of meals in the household 3 12 5 7
Gives power and stamina 4 11 9 5
Makes you feel energetic and on the go 5 11 4 10
Encourages the warmth of sharing and togetherness 6 9 11 3
Is something I can rely on 7 8 1 29
Fits into a fast paced lifestyle 8 7 8 6
Makes each meal a celebration 9 5 10 4
Makes an everyday meal occasion a little special 10 4 6 7
Fits a modern and sophisticated lifestyle 11 1 7 7
Lamb Drivers- Emotional
‘LOVED’ AND MEMORIES AND CONTROL OF MEALS ALSO KEY
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
53
LAMB TRACKING 2002
the leading
edgeSummary- Driving Growth
Fattiness remains a core aspect to continually challenge
Other drivers reinforce the ‘Australian Pride’ aspect of Lamb
Importance to Australian life, pride in serving, ‘The Australian meat’, ‘loved by Australians’
Convenience elements to be reinforced are ‘In control of meals’ and ‘reliability’
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
54
LAMB TRACKING 2002
the leading
edge
BACKGROUND AND OBJECTIVES
BRAND HEALTH SUMMARYAll Meats
MEAT PERFORMANCELamb
ADVERTISING PERFORMANCE‘Hands’ Execution
Brand v’s Tactical Assessment
SUMMARY AND NEXT STEPS
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
55
LAMB TRACKING 2002
the leading
edgeReach And Branded Reach – ‘Hands’
BASE: TOTAL SAMPLE WAVE 5 N=189 BASE: ALL CLAIMING TO RECOGNISE TVC (N=87)
Lamb= 91%
Don’t know = 6%
Beef = 1%
Pork = 2%
SEEN MEAT BRANDED
SOLID RECALL FOR CHOP AMONGST MUMS, AND STRONG BRANDING
BRANDEDREACH= 42%
56%not seen
46% seen
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
57
LAMB TRACKING 2002
the leading
edgeAdvertising Diagnostics– ‘Hands’
HIGH LIKEABILITY AND FOR A QUARTER PROMPTS A RESPONSE
(N= 189)%
I enjoyed the ad 48
Think about serving in the near future 26
It makes the meat seem much more appealing 15
It could be for any type of meat 14
Message was relevant to me 9
DIAGNOSTICS
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
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LAMB TRACKING 2002
the leading
edgeAdvertising Take Out – ‘Hands’
ON TARGET- KEY MESSAGES KIDS CONVENIENCE AND LIKEABILITY
BASE: SEEN AD
(N=189 ) %
Easy to eat with hands/fingers 44
Children like lamb / good for them 26
Makes a tasty / wholesome meal 23
Good / healthy for you 16
Everyone loves lamb 11
Easy / fast to cook 7
Buy / eat more lamb 6
Good for BBQ’s 6
KEY MESSAGES
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
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LAMB TRACKING 2002
the leading
edgeLamb Positioning/Imagery – ‘Hands’
SIGNIFICANT GAINS ON ‘VERSTATILITY’,’AUSTRALIAN LIFE’ AND ‘FLAVOUR’
(n=87) (n=96)% %
Versatility/PreparationVery versatile 43 31Easy to cook and prepare 53 46Fits with modern food 44 42
Australia PrideAn important part of Australian life 56 46I’m proud to buy and serve this 49 52It’s the Australian meat 48 52
FlavourIt’s delicious to eat 51 50It’s normally juicy and tender 43 45It carries the flavour of my cooking well 37 39It’s uniquely flavoursome 49 33
‘Hands’ ‘Hands’Seen Not Seen
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
60
LAMB TRACKING 2002
the leading
edgeLamb Positioning/Imagery – ‘Hands’
FamilyIt’s well liked in out household 47 43It’s the children’s favourite 35 33HealthI think it’s quite fatty 28 29It can make healthy meals 41 44It can make light meals 29 23Find it heavy & filling 15 20
StockingI automatically buy lamb whenever I shop 40 24
(n=87) (n=96)% %
Wave 5 Wave 5Seen Not Seen
AUTOSTOCKING IMPROVEMENT
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
61
LAMB TRACKING 2002
the leading
edgeReach and Branded Reach - Lamb Magazine
1111
11
67
(N=189)Yes5%
No94%
(N=9)
20
80
(N=189)
Yes3%
No97%
(N=5)
Lamb Beef Chicken Don’t knowPork
LOW REACH FOR EACH EXECUTION AMONGST MUMS WITH KIDS 5-12. THE GIRL WITH CHOP AND GOTH MAGAZINE BOTH ACHIEVED 12% REACH
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
62
LAMB TRACKING 2002
the leading
edgeSummary- ‘Hands’
Good reach and excellent branding for ‘Hands’ amongst the Mums + kids 5-12 segment
Enjoyment of the ad was also strong, with nearly half claiming to have enjoyed the ad, call to action was also reasonable (26%)
Message takeout was on track, and imagery showed significant shifts on ‘Versatility’, ‘Australian life’ and ‘flavour’
We have seen however from the overall salience results that the execution did not translate as strongly for the brand as previous executions
There is a need to examine the impact of brand and tactical performance
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
63
LAMB TRACKING 2002
the leading
edgeImpact of Tactical vs Brand ads (March 2001)
BASE: TOTAL SAMPLE WAVES 1-3
PREVIOUS RESULTS SHOWED GENERALLY STRONGER PERFORMANCE OF BRAND EXECUTIONS ON KEY MEASURES (ALSO HIGHER SPEND- $630k v’s $359k)
(n=239) (n=670)% %
AwarenessTop of mind 17 18Total unaided 70 73
DispositionDisposition (% very positive) 35 43Disposition (% somewhat positive) 42 35Net positive 77 78
UsagePurchased last 7 days 38 41
Image ShiftsVersatile 26 34Australian meat 37 46Liked in our Household 27 35
SEEN TACTICAL ADS SEEN BRAND ADS
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
64
LAMB TRACKING 2002
the leading
edgeBranding / Reach Efficiency
50
55
60
65
70
75
80
85
90
95
0 10 20 30 40 50 60 70 80 90 100
% C
orre
ctly
Bra
ndin
g
Reach (% seen)
AUSTRALIA DAY $179K
GOTH $520K
SUNDAY ROAST $110KFINALS $180K
WE LOVE OUR LAMB 1999
MINCE $935K
MOTHER’S DAY $173K
BASE: ALL RESPONDENTS IN EACH PERIOD
CHOP
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
65
LAMB TRACKING 2002
the leading
edgeDiagnostics - All Executions
CHOP LOWER ENJOYMENT THAN MOTHER’S DAY, BUT GOOD CALL TO ACTION. SUNDAYS THE STRONGEST BRAND PERFORMER ON ENJOYMENT, MOTHERS DAY THE STRONGEST TACTICAL
BASE: THOSE WHO HAVE SEEN EACH AD * CAUTION: LOW BASE.
Mother’s Aust. BrandMince Day Day Sundays Goth Finals ’99 Hands(n=80) (n=164) (n= 28)* (n=51) (n=84) (n=41)* (n=101) (n=189)
% % % % % % % %
I enjoyed the ad 45 67 15 59 33 34 42 48
Makes the meat seem much more appealing 15 15 23 43 18 30 34 15
Message was relevant to me 15 12 5 8 4 7 21 9
Think about serving in the near future 18 15 10 18 9 19 17 26
It could be for any typeof meat 13 23 0 26 8 17 14 14
DIAGNOSTICS
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
66
LAMB TRACKING 2002
the leading
edge
Seen Mother’s Day* Seen ‘Hands’*n=68 n=87
% %
ExecutionsExecutional cut-through (seen) 91 46Correct branding 59 91Branded cut-through (seen and branded) 54 42
Brand HealthTop of mind 18 12Total spontaneous 71 62Nett positive disposition 72 80Very positive 40 45First or second preference 32 39
PurchaseHeavy purchasers (once a week+) 31 36Medium purchasers (fortnightly) 27 29Last 7 days 52 44
*NOTE: SAMPLING AND SEASONAL DIFFERENCES. MOTHERS DAY (N=68 MUMS WITH KIDS ANY AGE, SEEN AD) CHOP BOOST (N=200 MUMS WITH KIDS 5-12, SEEN AD
Brand V’s Tactical – Mums with Kids
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
67
LAMB TRACKING 2002
the leading
edge
Seen Mother’s Day* Seen ‘Hands’*n=68 n=87
% %
Execution Diagnostics
I enjoy this ad 81 48
Makes the meat seem more appealing 32 15
Makes you think about serving again 25 26
Could be an ad for any meat 23 14
The message was relevant to me 17 9
Brand V’s Tactical – Mums with Kids
CHOP EQUALLY EFFECTIVE AT DRIVING (PERCEIVED) CONSIDERATION / SALIENCY HOWEVER SIGNIFICANTLY LOWER APPEAL, ENJOYMENT AND RELEVANCE FOR
TARGET
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
69
LAMB TRACKING 2002
the leading
edge
BACKGROUND AND OBJECTIVES
BRAND HEALTH SUMMARYAll Meats
MEAT PERFORMANCELamb
ADVERTISING PERFORMANCE‘Hands’ Execution
Brand v’s Tactical Assessment
SUMMARY AND NEXT STEPS
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
70
LAMB TRACKING 2002
the leading
edgeSummary
Recent tactical is working well for us in terms of driving salience and interest- even more so after Australia day!
Our strongest tactical so far, ‘Mothers Day’ significantly out-performed other tacticals in terms of salience and likeability however
Our recent brand execution ‘Hands’, while being seen, didn’t strongly impact brand salience- impact of using a cut focussed execution?
Caution on the loss to Beef of Australian heritage values
They, along with emotional sharing cues, form some of the core drivers of disposition and purchase frequency
G/MLA/32588 TRACKING 2001/Meat Tracking Presentation Jan 2002 – Q2 Lamb
71
LAMB TRACKING 2002
the leading
edgeNext Steps
Exploring the impact of the Australia Day execution
Opportunity to add onto next Nutrition boost- importance of all imagery and diagnostics
Is all publicity good publicity!