a u s t r a l i a the leading e dge a marketing research presentation prepared for: meat and...

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


3

LAMB TRACKING 2002

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ADVERTISING PERFORMANCE‘Hands Execution’




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


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


9

LAMB TRACKING 2002

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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


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)


MUMS (ALL AGE KIDS) SHOW SOME DECLINE IN LAST WAVE (CHOP TARGET WAS 5-12 YEARS)

BASE: MUMS WITH KIDS EACH PERIOD


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LAMB TRACKING 2002

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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)


LAMB FIRST PREFERENCE REMAINS FAIRLY STABLE, CHICKEN AND BEEF PLATEAUING

Preferred Meat Type - First Preference



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)


LAMB PREFERENCE DECLINING SLIGHTLY FOR MUMS IN THE LAST QUARTER (STRONGEST PREFERENCE W3 GOTH, FEB 2001)



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)


LAMB L7 DAYS APPROACHING W3 PEAK, BUT STILL BELOW 2000 FIGURES. CHICKEN AND BEEF SHOW SOME DECLINE



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)


ALL PROTEINS SHOWING SOME DECLINE FOR MUMS… PARTICULARLY BEEF AND CHICKEN



16

LAMB TRACKING 2002

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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



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



18

LAMB TRACKING 2002

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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


(n=492)(n=75) (n=473)


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)


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


20

LAMB TRACKING 2002

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edgeMagazine Unprompted Advertising Recall –Total sample

1819 19

1516

1311

17

0

5

10

15

20

25

30

Q1 Q2


ONLY TWO DATA POINTS FOR MAGAZINE RECALL… LAMB REMAINS STABLE, HOWEVER FAIRLY LOW LEVELS OF AWARENESS GENERALLY ACROSS PROTEINS


(n=492) (n=473)


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


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)


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


23

LAMB TRACKING 2002

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edge








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LAMB TRACKING 2002

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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)


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LAMB TRACKING 2002

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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



27

LAMB TRACKING 2002

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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



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LAMB TRACKING 2002

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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



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LAMB TRACKING 2002

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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



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


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


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



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



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


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


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


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


KPI

KPI

KPI

QTR 2


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



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)


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


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



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



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


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


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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….


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


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


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


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


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’


54

LAMB TRACKING 2002

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edge








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


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


58

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


59

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


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


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


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


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


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


CHOP


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


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


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


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LAMB TRACKING 2002

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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


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!

a u s t r a l i a the leading e dge a marketing research presentation prepared for: meat and...

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