APPENDIX

APPENDIX AGENDATable of Tables

Table of Figures

Exhibit 1: Brand Identity Definition

Exhibit 2: Store Observation Grid

Exhibit 3: Pre-Recruiting Requirements

Exhibit 4: Interview Guide

Exhibit 5: Store Layouts

Exhibit 6: Consumer Decision Journey

Exhibit 7: Social Class Matrix

Exhibit 8: Brand Perception of Pantene

Exhibit 9: How Do Trends Develop?

Exhibit 10: Questionnaire • Nestlé Fitness Rebranding

References

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APPENDIX

TABLE OF FIGURES 1. Kapferer’s Identity Prism……………………………………………………......…… 4

2. Continente Antas layout……………………………………………………………. 11

3. Continente Norteshopping layout………………………………………………... 11

4. Continente Amadora layout………………………………………………………. 12

5. Continente Bom Dia Laranjeiro layout…………………………………………… 12

6. Continente C.C. Colombo layout………………………………………………… 13

7. Consumer decision journey………………………………………………………… 14

8. Research findings for Pantene in terms of brand perceptions……………… 16

9. Timeline of a trend adoption in a market……………………………………….. 17

10. Sample Overview…………………………………………………………………… 19

TABLE OF TABLES 1. Store observation grid……………………………………………………......……… 5

2. Pre-recruiting questionnaire to address the first research question………… 6

3. Pre-recruiting questionnaire to address the second research question…... 7

4. Matrix of attribution of social class………………………………………………... 15

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EXHIBIT 1BRAND IDENTITY DEFINITION • KAPFERER’S IDENTITY PRISM

According to Kapferer, Europe’s leading authority on brands, a brand identity comes from six elements that are represented in the hexagonal prismbelow. This prism is divided in two sides. The left side is about externalization of the brand (physical, relationship and customer reflection) which meanssocial aspects that define the brand’s external expression. The right side is about its internalization (personality, culture and self-image), it is saying theincorporated aspects into the brand itself (Kapferer, 2008).

CULTURESet of values feeding the brandinspiration. Core of the brand.

SELF-IMAGEBrand aspired target’s internal mirror.What managers expect consumers to feelwhen purchasing/ using the brand.

PERSONALITYIf the brand was a person, what kind ofperson would it be?

RELATIONSHIPCounterpart given by the brand to

its consumers/ users

PHYSICALMain brand features

CUSTOMER REFLECTIONBrand “projected/ desired” consumer type

EXTE

RNA

LIZA

TION IN

TERNA

LIZATIO

N

Figure 1: Kapferer’s Identity PrismSource: Kapferer, 2008

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EXHIBIT 2STORE OBSERVATION GRID

*Only for Millennial consumers, age approximated to 18-35 years.

STORE TIMMING OF THE VISIT INSIGHTS ABOUT THE STOREContinente From ... am to ... pm Haircare area right in the entrance

CUSTOMER IDENTIFICATION EXPLANATIONAGE Estimation

GENDER F/MCOMPANY With whom they are goingLIFESTYLE Hints given by the products they have in the shopping cart (healthy/non-healthy, etc)

STYLE* How they are dressedHAIR TYPE* Natural, Damaged, etc

CONCERN FOR CATEGORY Categories considered (do they choose the ones matching with the hair category of the person?)CUSTOMER BEHAVIOR EXPLANATION

DECISION JOURNEY

Is the person barehanded or does she have a car or a basket?In which moment of the shopping task is the consumer? (just started, already have some things in

the shopping cart, it full…)Does the person come on purpose to buy a determined product?

PROMOTION SENSIBILITY If they look at the yellow labels/promotion aisles

BRANDS CONSIDERED Which of the brands do they look at first, secondly, thirdly...#1#2#3

CONTACT WITH PRODUCT "Read the label", "Smelled", "Just Looked", "No Contact"FINAL PURCHASE What they bought and in which amount

DECISION MAKING TIME How long they took to pick the productMore… More information

The following grid was built in order to register and structure the observations conducted in stores:

Table 1: Store observation gridSource: Original Content

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EXHIBIT 3.1PRE-RECRUITING REQUIREMENTS (1/ 2)

*Research Question 1: How do Millennials behave within the Portuguese hair care market?

PRE-RECRUITING REQUIREMENTS MILLENNIALS18-25Y

MILLENIALS26-35Y

Aged between 18-35

Have lived in Portugal for the last 5 years

Categorized as social class A, B or C (see exhibit 7)

Buys haircare products at supermarkets or hypermarkets at least once per year

Recognize the brand Fructis

Table 2: Pre-recruiting questionnaire to address the first research questionSource: Original Content

In order to select the right interviewees to approach the first research question*, we elaborated the following pre-recruiting questionnaire:

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EXHIBIT 3.2

7

PRE-RECRUITING REQUIREMENTS (2/ 2)

*Research Question 2: Why has Fructis lost so much market share?

PRE-RECRUITING REQUIREMENTS FRUCTIS USERS FRUCTIS DROPPERS

Have lived in Portugal for the last 5 years

Categorized as social class A, B or C (see exhibit 7)

Buys haircare products at supermarkets or hypermarkets at least once per year

Have bought Fructis at least once in the past 7 years

Have bought Fructis at least once in the past 4 months

In order to select the right interviewees to approach the second research question*, we elaborated the following pre-recruiting questionnaire:

Table 3: Pre-recruiting questionnaire to address the second research questionSource: Original Content

EXHIBIT 4INTERVIEW GUIDE (1/3)

The in-depth interviews were conducted with the following interview guide as a support:WARM-UP“Good morning/ afternoon/ evening. My name is ______________ and I’m currently a Management Masters Student doing my thesis at the NOVA Schoolof Business and Economics. For the purpose of my thesis, me and my colleagues are conducting a research about the Portuguese haircare market. Forthis purpose, I would like to interview you for approximately 45 to 60 minutes, by means of an in-depth interview, which means that I will ask you severalquestions, to which there are no right or wrong answers and you are free to say whatever comes to your mind on the subject. For the purpose ofanalyzing our interviews later, I would like to record our conversation, would that be ok? It will remain anonymous and you will not be contacted furtherpast this interview.”INITIAL QUESTION“The last time you bought a haircare product in either a supermarket or hypermarket in Portugal such as shampoo, conditioner, hairspray or mask, couldyou tell me the brand and product you bought and why? “

SECTION 1. USAGE AND BEHAVIOR|USAGE• The last time the person bought a person: was it for herself? • Brand used the longest• Product sharing with other people at home• Brands currently in the bathroom• Special needs of individual hair• Frequency of usage (Shampoo, conditioners, etc.)• Features sought:

• Smell• Type of hair that the product is for• Price • Packaging size, shape and color• Formula (preference for liquid/thicker formulas, etc.)

• Satisfaction drivers

|PURCHASE BEHAVIOR• Who is making the purchase? • Who is the prescriptor?• Who is the user?• Reasons to buy or not the same brand for all haircare products

bought • Value proposition evaluation criteria/Reason for buying (price,

promotion, peers/recommendation, etc.)• Information Channels (advertising, blogs, peers, hairdressers, mobile

search on the spot)• Relationship with haircare products and brands • Decision moment (if in front of the shelf or at home when doing the

shopping list)

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EXHIBIT 4INTERVIEW GUIDE (2/3)

SECTION 2. BRAND IMAGE - FOR FRUCTIS CONSUMERS AND DROPPERSTo explore the brand image of Fructis versus 2 other brands used and previously referred by the respondent.

|BLOCK 1. Personal History with the brand• How did they discover the brand?• When did they discover the brand?• Why did they discover the brand?

|BLOCK 2. Image of the brand today - Projective technique“Now we will use a technique called projective technique. I will be showing you three shopping lists and will ask you to describe the person who could bethe one who goes shopping with this list:• What would his/her age be?• Gender?• How does he/she dress?

• When did they first use it? Or did they ever use it?• How long have they used this brand?• What did they like in the brand; What they disliked with the brand…

• Where does he/she live?• Are there other features you would like to highlight?• Job?

Shopping List 1 ü Cereals Nestléü 1kg of Tomatoesü Yoghurt Danoneü Shampoo Garnier Fructisü Toothpaste Colgate

Shopping List 2ü Cereals Nestléü 1kg of Tomatoesü Yoghurt Danoneü [Name of one of the 2 most

mentioned brands by the respondent]

ü Toothpaste Colgate

Shopping List 3 ü Cereals Nestléü 1kg of Tomatoesü Yoghurt Danoneü [Name of the shampoo brand

they are currently using]ü Toothpaste Colgate

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EXHIBIT 4INTERVIEW GUIDE (3/3)

SECTION 2. BRAND IMAGE - FOR MILLENNIALSTo explore the brand image of Fructis versus 2 other brands used and previously referred by the respondent.

|BLOCK 1. Personal History with the brand• How did they discover the brand?• When did they discover the brand?• Why did they discover the brand?

|BLOCK 2. Image of the brand today - Projective technique“If Fructis / Pantene /_______ (the most mentioned brand (s) in the beginning of the interview by the respondent) was a person, how would you describe that person?”• Which gender does this person have?• How old is he/she?• Which personality traits does this person have?• Which kind of clothes is he/she wearing=• What job is this person have? • Which hobbies does he/she have?• Which care is he/she driving?

SECTION 3. PERSONAL INFORMATION - FOR BOTH GROUPS• Nationality• Nº of people in the household (partner? #of children?)• Frequency of shopping in the supermarket and hypermarket (#times per month?)

• When did they first use it? Or did they ever use it?• How long have they used this brand?• What did they like in the brand; What they disliked with the brand…

• Lifestyle in terms of nutrition • Lifestyle in terms of environment• Gender (observation)

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EXHIBIT 5

11

STORE LAYOUTS (1/3)

Source: Primary Research, Store Observations.

CONTINENTE ANTAS CONTINENTE NORTESHOPPING

ENTRANCE

Haircare area is located in the third corridor to the left after theentrance and right next to the check out area.

Haircare area is located immediately to the right of the entrance, on thefarthest right wall, in front of a manicure/pedicure booth.There are also other shampoo stands close by, within the personal carearea.

ENTRANCE

MANI/PEDI BOOTH

Below we can find the layouts of the stores where we conducted our observations:

Figure 2: Continente Antas layout; Source: Original Content Figure 3: Continente Norteshopping layout; Source: Original Content

EXHIBIT 5

12

STORE LAYOUTS (2/3)

*This shelf only represents the most important brands’ position in the big haircare area in the fifth corridor.Source: Primary Research, Store Observations.

ENTRANCE

CHECK OUT

Haircare area is placed in the fifth corridor and in the seventh one to theleft after the entrance of the hypermarket, right in front of the check outarea. It is divided in four different areas:1) A big one with all the brands targeted for women and few ones for

men à fifth corridor.2) A smaller one with brands targeted only for men à seventh corridor.3) Linear top in the corner of the fifth corridor à only for Fructis products.4) Linear top in the corner of the seventh corridor à only for Elvive

conditioners.

*

Haircare area is placed in the fourthcorridor to the left after the entranceand the check out area. Thesupermarket only have a small andnon-diversified haircare area.

ENTRANCESELF PAYMENTS

CHECK OUT

CONTINENTE AMADORA CONTINENTE BOM DIA LARANJEIRO

Figure 4: Continente Amadora layout; Source: Original Content

Figure 5: Continente Bom Dia Laranjeiro layout; Source: Original Content

EXHIBIT 5

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STORE LAYOUTS (3/3)

Source: Primary Research, Store Observations.

The haircare area is located right next to the main entrance of thesupermarket, on the right side.It’s part of an area dedicated to products of the categories ‘personalcare’, ‘beauty’ and ‘haircare’.Most of the haircare products are placed the same corridor that isinterrupted by a corner.The furniture is well treated and well illuminated, providing a premiumlook to the shelves.Apart from this area, there are several haircare islands within thesupermarket, that were not part of the observation.

BEAUTY AREA

ENTRANCE

CONTINENTE C. C. COLOMBO

Figure 6: Continente C.C. Colombo layout; Source: Original Content

EXHIBIT 6

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CONSUMER DECISION JOURNEY

“Consumers add and/or subtract brands they evaluate.”

LOYALTY LOOP“If consumers’ bond with a brand is strong enough, they repurchase it without cycling through the earlier decision-journey stages.”

2.  EVALUATE

3.  BUY

4.  BOND

Advocate

Enjoy

“Consumers consider an initial setof brands, based on brandperceptions and exposure torecent touch points.• USA + Europe: 4 brands• China: 3 brands”

“Ultimately, consumers select a brand at themoment of the purchase.Buy one of the brands from the initial set:• USA + Europe: 35%• China: 60%”

1.  CONSIDER

According to McKinsey (2012) and Harvard (2010) studies, the purchasing behavior of a consumer can be explained by the following four stages:

Figure 7: Consumer decision journeySource: Catherine da Silveira’s Brand Management Course Slides

EXHIBIT 7SOCIAL CLASS MATRIX

The Social Class of each respondent was defined according to the “Table of Attribution of Social Class” by Marktest, which crosses the level of educationwith occupation. In the cases that the respondent was not financially independent, his/her parents’ occupation was considered.

Marktest “Table of Attribution of Social Class”

Table 4: Matrix of attribution of social classSource: Marktest

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EXHIBIT 8

16

BRAND PERCEPTION OF PANTENE

“More established, who is no longer in a transitional,discovery phase (like the Fructis person)”

Student, 21, Male

“A more strict person, less creative(than the Fructis person)”

Student, 22, Female

Figure 8: Research Findings for Pantene in terms of Brand PerceptionsSource: Original Content

EXHIBIT 9

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HOW DO TRENDS DEVELOP?According to Coberlíni & Saviolo (2009), a trend penetrates a market through different stages. First, it arrives to the market by the Innovators (the oneswho co-create the trend, as the fashion bloggers). Secondly, Opinion Leaders are adopting the trend (VIP’s, small groups of consumers and distributorswho want to look different from the mainstream). Thirdly, the Masses, the larger segment of the market (generally supported by an aspirational element)are embracing the trend. Only after this, the Late Adopters and Laggards are adopting the trend.

Figure 9: Timeline of a trend adoption in a marketSource: Catherine da Silveira’s Luxury and Fashion Marketing Course Slides

Innovators

Opinion Leaders

Masses

Late Adopters

Laggards

Number of Adopters

Time

EXHIBIT 10.1

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QUESTIONNAIRE • NESTLÉ FITNESS REBRANDINGQ1. Peço que visualize os seguintes dois vídeos (30 segundos cada) Vídeo 1: https://www.youtube.com/watch?v=JnfluwemTskVídeo 2: https://www.youtube.com/watch?v=1sIU13xVXk8

Notou alguma diferença entre os dois produtos? ❏ Sim ❏ Não ❏ Teria de voltar a visualizar ambos os vídeos.

Q2. Quais foram as diferenças que notou? [RESPOSTA ABERTA]

Q3. Notou alguma diferença em relação à composição dos cereais? (ingredientes utilizados)?❏ Sim ❏ Não

Q4. Qual dos dois produtos considera ser mais “saudável”?

Q5. Notou À PRIMEIRA, alguma diferença nas embalagens dos dois produtos?❏ Sim ❏ Não

Q6. Nesta parte é lhe pedida a sua caracterização pessoal e profissional: Género?

❏F ❏ MQ7. Nesta parte é lhe pedida a sua caracterização pessoal e profissional:Idade? ❏ <18 ❏ 18-25 ❏ 26-35 ❏ 36-50 ❏ >50

Q8. Nesta parte é lhe pedida a sua caracterização pessoa e profissional: Formação académica?

❏ 9º ano unificado ou 5º ano dos liceus (completo)❏ 11º/12º unificados ou antigo 7º dos liceus (completo) ❏ Curso profissional❏ Curso universitário incompleto❏ Licenciatura❏ Mestrado/Pós Graduação❏ Doutoramento

Q9. Nesta parte é lhe pedida a sua caracterização pessoa e profissional: Qual é a sua ocupação?❏ Estudante ❏ Sem Ocupação Profissional❏ Trabalho a tempo parcial ❏ Trabalho a tempo inteiro❏ Outra

EXHIBIT 10.2

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9%

59%

30%

2%

AGES OF THE RESPONDENTS

<18 18-­‐25 26-­‐35 >50

0 5 10 15 20 25 30 35 40

Licenciatura

Mestrado/Pós  Graduação

11º/12º

9º

Curso  universitário  incompleto

Curso  Profissional

EDUCATION

3%

3%

3%

5%

60%

26% 0 10 20 30 40 50 60

Student

Full-­‐Time  Worker

Part-­‐time  Worker

OCUPATION

12,5%

2%

85.5%

The invitation to respond to a survey online was sent to our friends on Facebook (mainly targeting respondents aged between 18 to 35 year olds). Convenience sampling was used for speed and convenience.

Moreover, the online survey is mainly designed with dichotomous (yes or no answers) and multiple choice questions.A total of 48 women and 16 men responded to the questionnaire and the demographic makeup of the sample is depicted through the figures in this page. The responses having been collected from the 1st to the 4th of December.

QUESTIONNAIRE • NESTLÉ FITNESS REBRANDING

Figure 10: Sample OverviewSource: Original Content

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REFERENCES

• Court, David; Elzinga, Dave; Mulder, Susan; Vetvik, Ole Jørgen. 2009. “The consumer decision journey”. McKinsey Quaretly: pages 1-11.• Da Silveira, Catherine. 2015. “Consumer Decision Journey”. Brand Management Lecture, Slides Session 6+7: p. 66-70.• Da Silveira, Catherine. 2015. “How do trends develop?”. Luxury and Fashion Marketing Lecture, 6+7c: p. 31-32.• Edelman, David. 2010. “The Digital Age - You’re Spending Your Money In All the Wrong Places”. Harvard Business Review: p. 64-69.• Kapferer, Jean-Noël. 2008. “The New Strategic Brand Management, Creating and Sustaining Brand Equity Long Term”. Kogan Page: 5th edition.• Marktest. (n.d.) ”Documentação Técnica”: p. 11.

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