brand tracking study of quebec markets july 2007
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Brand Tracking Study of Quebec MarketsJuly 2007
PurposePurpose
In order to benchmark the success of our Marketing efforts in key markets, we conducted an online tracking study through Zoomerang.com/Market Tools.
We wanted to understand the following:– Unaided and aided awareness levels– Awareness of competition– Perception of which products are cellular based– Relative appeal of product attributes– Purchase consideration
MethodologyMethodology
Online Study enabled fast execution and minimized cost. Used a qualified panel on Zoomerang.com
Panelist criteria Age: 25 – 54
Male/FemaleOwn automobile
DMAs: ( Goal N = 200 each) Quebec, CAN
QuestionsQuestions
When you think of car security products, which companies come to mind? (unaided)
How aware are you of the following security devices? (aided)
Viper AlarmsViper GPS Tracking System OnStar LoJack The Club BMW Assist
Mercedes TeleAid Guidepoint Vigil GPS Boomerang
Mobile IQ Etching Sherlock Marking OmniScout
QuestionsQuestions Do you currently or have you ever had any of the
following systems installed in your vehicle?
For the companies which you are aware of, which of these companies uses exclusively cellular technology to recover stolen vehicles? (select as many as apply)
Thinking about different security devices, please rank
the following in order of how important they are to you, with “1” being the most important and “8” being the least important.
– Makes me eligible for insurance discounts– Notifies me if someone moves my car without my
permission– Works everywhere, even in underground parking garages– Has hidden recovery system that uses cellular
technology, not satellite GPS– Reduces the chance of my car being successfully stolen– Is hidden in the vehicle so no one knows where it is
stored– Allows me to track my vehicle on the internet– Gets my stolen car back fast and minimizes the chance of
damage to my car
QuestionsQuestions
In your opinion, what technology is the most effective in the domain of vehicle security?
Have you heard about the Boomerang tracking system over the past 12 months? If so, where have you heard about the system? (select all that apply)
Which of the following is the most effective in the recovery of a stolen vehicle?
Have you ever been mandated by your insurance company to install an auto security device?
QuestionsQuestions
What is the make and model of the vehicle that you have been mandated to get a security device on?
Were you given a choice between several options to receive a rebate?
Did you choose based on?– Price– Brand– Recommendation / Mandate of Insurer– Recommendation of family or friends– Other
QuestionsQuestions
If not mandated would you be interested in installing a security device on your car?
If no, why would you not be interested?
37.72%
31.14%
15.57%
9.28%
3.89% 2.40%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
None Boomerang Other OnStar Sherlock Viper
Unaided Awareness
Key Findings: Unaided AwarenessKey Findings: Unaided Awareness
Unaided awareness for Boomerang is very high Boomerang has higher top-of-mind awareness than OnStar“Immobilizers” and “Alarms” primarily make up ‘Other’ category
78%73%
42%41%40%
28%23%
17%
10%7%
2% 2% 2% 1%0%
10%
20%
30%
40%
50%
60%
70%
80%
Key Findings: Aided AwarenessKey Findings: Aided Awareness
Boomerang hold strong 2nd behind OnStar.
0 1 2 3 4 5 6
Has Hidden recovery system that uses cellular technology
Allows me to track my car on the internet
Notifies me if my car is moved without my permission
Is hidden so no one knows where it is stored
Works Everyone, even underground
Eligilble for Insurance Discount
Gets my car back fast and minimizes the chance of damage
Reduces the chance my car will be stolen
Key Findings: Important product Key Findings: Important product featuresfeatures
No major disparity in feature importanceTheft prevention and Insurance Discount rank higherHidden Technology and Internet Tracking rank lower
Ranking of Importance of Product Ranking of Importance of Product FeaturesFeatures
Most compelling features seem to be Theft Prevention and Insurance Discount
Least compelling is “Allows me to track my vehicle on the internet”
0.00% 10.00% 20.00% 30.00% 40.00% 50.00%
Brand
Recommendation of family / friends
Product Benefit
Other
Price
Recommendation / Mandate of insurer
Not Mandated
Mandated
Key Findings: Mandated v. Non-Key Findings: Mandated v. Non-MandatedMandated
For those that are mandated to have a security device installed, a large amount go on there insurance recommendation or mandate
Consumers look to there insurance company even when they are not mandated.
20% of people are mandated to have a security device.
50% of those choose their security device based on their insurers recommendation.
That is 40,000 cars a year in Quebec that need a security device.
Sources of Awareness2%2%
4%4%5%6%6%
8%8%
16%16%
25%39%
0% 10% 20% 30% 40% 50%
Other car-related w ebsite
New s story or article in a magazine
Boomerang corporate w ebsite
Other
After-market Dealer
New spaper advertising
Car Dealer
Insurance Company or Broker
New s story or article in a new spaper
Radio Advertising
New s story on television
Word of mount, f riends and family
I have not heard about Boomerang
Key Findings: Sources of Key Findings: Sources of awarenessawareness
Awareness has a way to go yet!Radio Advertising (16%) and PR efforts (32%) correlate to 2006 effortsInterestingly, only 6% report becoming aware at a car dealership
52%
41%
19%
10%8% 7%
0%
10%
20%
30%
40%
50%
60%
OnStar Boomerang Viper GPS Vigil GPS Mobile IQ BMW Assist
For the companies which you are aware of, which of these companies uses exclusively cellular technology to recover stolen vehicles? (select as many as apply)
Key Findings: TechnologyKey Findings: Technology
LoJack AwarenessLoJack Awareness
LoJack awareness in the Quebec ranks as expected, with 0.0% (Boomerang 31.1%) unaided and 1% (73% Boomerang) aided awareness
LoJack was not anywhere near Boomerang levels. LoJack is not associated with vehicle security.
Key ObservationsKey Observations
Investment in brand advertising paying dividends, awareness at higher than expected levels
Theft prevention and Recovery speed important; latter should play role in ad messaging
– LBS/online services not a consumer perceived benefit
Technology not a major feature for consumers, many are completely unclear on differences and benefits of each
Implications/Next StepsImplications/Next Steps
We have ongoing work to do in terms of building both Brand awareness and purchase consideration within Quebec, while remaining realistic about what the 2007 advertising plan can and can’t do.
Unaided awareness is high, and will continue to grow with a committed investment to targeting advertising efforts
Advertising alone won’t move the purchase consideration needle; we all know from experience that the product has to be actively sold by the dealer
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