Duvrai MayonnaiseConsumer Insights

Research

Qualitative ReportFebruary 2013

Prepared for AZ

Manufacturing/ EAM/ Lowe Pimo

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Presentation Outline

Background• Mayonnaise consumption habits: Brands awareness, category habits and purchasing habits

• Market gap identification: product performance, user imagery, evocations

• Tasting assessment • Package assessment• Ad assessmentObjectives & Methodology

Research Findings

Key Take outs

Appendix

Objectives

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Understand usage, attitudes and purchase behaviour of consumers regarding the mayonnaise category

Find out market gap Duvrai can take advantage of

Evaluate product and package performance vs. the competition

Assess competitive advertising to determine the concept that engages most the target audience

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Methodology

A qualitative study was conducted in Greater Beirut with: Females and males BC social class consumers Consumers of mayonnaise Decision makers on brands of mayonnaise

In total, 6 mini focus groups were conducted on February 6th till 11th 2012 as per the following sample:

MFGDs Females Males

25-35 yrs 2 groups -

35-45 yrs 1 groups -

45-55 yrs 1 group -

30-40 yrs 1 group 1 group

Key Research Findings

Consumer Insights

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1.Mayonnaise Consumption Habits Brands awareness Category consumption

habits Purchasing habits

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Brands Awareness And Consumed Brands aware of

1. Lesieur

2. Kraft

3. Al-Wadi Al-Akhdar

4. Heinz

5. Dolly’s

6. Mazola

7. Chtoura

8. Reddy

9. Plein Soleil

10. Al-Mona

11. Al-Yamama

Brands Consumed

1. Lesieur (most consumed)

2. Kraft

3. Al-Wadi Al-Akhdar

4. Dolly’s

5. Mazola

6. Chtoura

7. Reddy

8. Plein Soleil

9. Al-Mona

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Consumption Habits

How is mayonnaise consumed With chicken With Salad Sauces With Sandwiches With Fast Food (Hamburger/ Chicken burger) With Sea Food (Tuna/ Crab)

Frequency of consumption 1 to 4 times per week

Eating occasions Lunch Dinner

Place of consumption In Home (Mostly) Out of home (in trusted/ well known places)

Mayonnaise Consumption Habits

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Normal vs. Light Mayonnaise

People consume the normal Mayonnaise more than the light Mayonnaise for the below

reasons:

A slight difference between the 2 variants is perceived, so the normal one is preferred

The mayonnaise is mostly consumed with fast food/ fatty meals, so no matter if the

mayonnaise was light or not

The normal mayonnaise is more tasty than the light

The light mayonnaise is healthier than the normal, but both of them are not healthy

The normal mayonnaise has a lighter color than the light mayonnaise

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Category Purchase Habits

Purchase Habits

Who purchase Housewives

Brand decision Housewives Children

Place of purchase Supermarket (most of the time) Minimarket (on shortage)

Quantity of purchase 4 to 8 small size per month (for the small family : 3-4 persons) 4 to 6 medium size per month (for the big family: more than 4

persons) 1 to 2 large size per month (for big dinners)

People tend to purchase the small size of Mayonnaise since they consider it a delicate product :

Made from eggs Quantity is suitable for single usage Unable to store for a long time

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Purchasing Parameters People look at the below parameters when they want to buy Mayonnaise (listed in qualitative hierarchy):

The Expiry date

The color of the mayonnaise

The promotions

The Price

The brand name

The taste

The expiry date is very important since it’s a delicate product and can be toxic

People look for the promotions made by the brand they used to consume or a similar famous brand

The color of mayonnaise is visible through the glass

Price indicates the quality of the product at less than 2500 LBPs mayonnaise is feared to be of low quality

The brand name is a matter of trust for such a product

People tend to purchase the mayonnaise they have tasted before

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Category Consumption Habits- Verbatim

I don’t like to take the risk of eating the mayonnaise out of

home unless in a very famous place/ restaurant

We like to eat the mayonnaise with grilled and fried foods

such as hamburger and chicken burger

I use light mayonnaise when I have sophisticated guests for

dinner

My kids like to eat mayonnaise with everything even in the

morning

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Purchasing Habits-Verbatim

I usually consume the medium size of Mayonnaise but I keep 1 or 2 small packs for emergency

cases

I prefer to buy every week a new medium pack , because I

don’t like to take the risk in stocking such delicate product

We prefer to buy mayonnaise with a reasonable price but not

so cheap that we would suspect quality

We usually buy Mayonnaise from supermarket, and only in

emergency cases we buy it from the nearest minimarket to

the house

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Mayonnaise is a popular product that can be found in every house as it mixes with all kinds of food. It is frequently consumed and hence availability of the product needs to be high, mainly in supermarkets especially for middle size packs and in mini markets especially for the small size packs

Safety is a key issue for the purchase and consumption of the product, hence consumption occurs mostly at home, there is a fear of low price products, expiry date needs to be visible and brand name should inspire trustKey issue for Duvrai is to generate trial and confidence in the brand

Consumers tend to know a very large amount of brands as they seem to be knowledgeable of the market, however they consume mostly Lesieur because of the confidence the brand name conveys

Mayonnaise Consumption Habits-Implications

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2. Market Gap Assessment Product performance User imagery Brand Evocation

Approach For Market Gaps Assessment

Look for what kind of Plus and Difference Duvrai mayonnaise can offer vs. competition through 2 steps:

Product Performance: What

does it do for me

User Imagery: How does it

make me look

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What Does it Do For Me-Methodology-

A list of key competitors and an ideal brand are considered

Participants group brands according to their similarities and differences listing of the most

discriminating attributes Results are represented on a perceptual map, which reads as per the

saying: Birds of a feather flock together

The closer two brands are to each other the more likely they are to be similar, the closer a brand

and an attribute are, and the more the attribute characterizes the brand,

Conversely, the more distant two brands are or a brand and an attribute are and the less associated

they are in the mind of the prospect

The advantage of the method: seeing beyond what is said the way the market is structured in the

minds of the consumers, and hence ability to detect the market gaps

These brands are: Lesieur, Heinz, Kraft, Al Wadi al Akhdar & Dolly’s

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Light Taste Good Texture

Good Quality

Demanded

Tasty

Not Salty

The Real Taste of Mayonnaise

Attractive Pack

Light Color

Well Known Brand Name

Locally made

Available anywhere

Availabilty of Diet variant

Good smell

Trustworthy

Easy to open

Variety of Flavors

Specialist in Mayonnaise

variety of sizes

Attractive color of paper Cover

Validity engraved on the pack

Information on pack written in Arabic

Glass pack

Availability of squeezable tube/ Pack

Reasonable price

A well balanced taste

Lesieur

Dolly's

Kraft

HeinzAl Wadi

Ideal

Mayonnaise Performance Mapping

Newcomer

Basic Evolved

Established

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Horizontal: Goes from Basic i.e. points of

entry attributes to the market reasonable

price, glass pack, information on pack

written in Arabic, to Evolved such as

availability of Diet variant, easy to open,

variety of flavors

Vertical: Goes from products that goes

from Established such as available

everywhere, demanded by large public, to

Newcomer; that need validity engraved

on the pack, and a visible difference from

the established

The Axes

Light Taste Good Texture

Good Quality

Demanded

Tasty

Not Salty

The Real Taste of Mayonnaise

Attractive Pack

Light Color

Well Known Brand Name

Locally made

Available anywhere

Availibilty of Diet variant

Good smell

Trustworthy

Easy to open

Variety of Flavors

Specialist in Mayonnaise

variety of sizes

Attractive color for the Cover

Validity engraved on the pack

the information on the package must be written in Arabic too

Glass pack

Availability of squeezable tube/ Pack

Reasonable price

A well balanced taste

Lesieur

Dolly's

Kraft

HeinzAl Wadi

Ideal

Axis 2 33.2%

Newcomer

Basic Evolved

Established

The Quadrants

Quadrant 1: Includes Dolly’s, Al-Wadi, Kraft.

Perceived to be as established brands

addressing basic needs

Quadrant 2: is defined by basic need,

newcomer and we do not find any brand in this

quadrant. Apparently the public is not looking

for a new brand that addresses basic needs

Quadrant 3: Includes Ideal brand of

Mayonnaise. Consumers are ready to welcome

a new brand that addresses evolved needs

through visible tangible differences

Quadrant 4: Groups established brands that

addresses evolved needs and we find here

Lesieur and Heinz4

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Established

Basic

Newcomer

Evolved

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Light Taste Good Texture

Good Quality

Demanded

Tasty

Not Salty

The Real Taste of Mayonnaise

Attractive Pack

Light Color

Well Known Brand Name

Locally made

Available anywhere

Availibilty of Diet variant

Good smell

Trustworthy

Easy to open

Variety of Flavors

Specialist in Mayonnaise

variety of sizes

Attractive color for the Cover

Validity engraved on the pack

the information on the package must be written in Arabic too

Glass pack

Availability of squeezable tube/ Pack

Reasonable price

A well balanced taste

Lesieur

Dolly's

Kraft

HeinzAl Wadi

Ideal

Axis 2 33.2%

How Does It Make Me Look-Methodology-

• We buy a brand not just because of its features

and benefits, but also because of how it makes

us look in our own eyes and the eyes of others

whose consideration we need

• A perceptual mapping is applied with a set of

user imagery descriptors, some being highly

desirable (high affinity), and some being less

desirable (low affinity)

• Duvrai was introduced into this exercise to see

what kind of user imagery it induces in the mind

of the consumers

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laid back Proactive

Inexperienced

Experienced22

   Knowledgeable

  Successful

     Family caring

   Smart

   Middle- class

  Upper class

   Thrifty

  Young

  Middle-aged  Irresponsible

 Busy

Open to newness

  Traditional

   Highly educated

   Capable

   Adventurous

Cautious

Lesieur

Dolly's

Kraft

HeinzAl Wadi

Duvrai

Ideal

Mayonnaise User Imagery Descriptors

The Axes

• Horizontal: Goes from Laid back taking

anything that costs less effort or less

money, to Proactive aiming at constant

improvement

• Vertical: progresses from Experienced

people with maturity and

knowledgebility to Inexperienced

being adventurous and young

Laid BackProactive

Inexperience

Experienced

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Knowledgeable

Successful

Family caring

Smart

Middle- class

Upper class

Thrifty

Young

Middle-agedIrresponsible

Busy

Open to newness

Traditional

Highly educated

Capable

Adventurous

Cautious

Lesieur

Dolly's

Kraft

HeinzAl Wadi

Duvrai

Ideal

Axis 2 28.7%

The Quadrants• Quadrant 1: Includes Dolly’s and Al Wadi , user

imagery is that of traditional, middle class, thrifty

people, too busy to think of anything else

• Quadrant 2: Includes Kraft where the user

imagery is that of adventurous, irresponsible

people who may take anything that doesn’t cost

an effort or money

• Quadrant 3: where we can find Duvrai, being

proactive and inexperienced in terms of user

imagery

• Quadrant 4: Includes Ideal, Heinz ,Lesieur are

very close to each other and almost substitutable

in terms of user imagery

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2

Laid Back

Experienced

Inexperienced

Proactive

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Knowledgeable

Successful

Family caring

Smart

Middle- class

Upper class

Thrifty

Young

Middle-agedIrresponsible

Busy

Open to newness

Traditional

Highly educated

Capable

Adventurous

Cautious

Lesieur

Dolly's

Kraft

HeinzAl Wadi

Duvrai

Ideal

Axis 2 28.7%

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In terms of performance, there is an opportunity to position a new brand as consumers seems to be wary of the kind of performance provided by the well established brand. It needs to address, evolved needs through visible, tangible differences and make sure it has the validity date engraved on the pack

In terms of user imagery, Duvrai pack already conveys an image of proactive consumer. It needs to be associated with highly educated and successful people to come closer to the ideal brand and yet, remain differentiated from Heinz and Lesieur

Overall, there is an opportunity to introduce an new brand to the market that would stir the stagnant waters

Market Gap Assessment -Implications

3. Mayonnaise Tasting Assessment

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Mayonnaise Taste Assessment- Methodology

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GroupMeter is a Technological device

that records individual answers

anonymously and instantly

It conveys them directly to a computer

screen

No contamination effect at all

Group can discuss after the whys of the

opinions

Participants were asked to evaluate the

overall liking, taste, color, thickness,

aroma

As a standard a score of 4+ over 5 is

considered to be a good score

The Blind Test – Taste Evaluation Methodology During the groups, participants were provided with unbranded bowls of

mayonnaise. They were asked to taste and evaluate the product on the following parameters: Overall liking Taste Color Thickness Aroma

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Tasting Test – Rotation Order

Brands rotation for tasting Gr 1 G2 G3 G4 G5 G6

Duvrai 1 4 3 2 3 1

Lesieur 2 1 4 3 1 4

Dolly’s 4 2 1 4 2 3

Al Wadi al Akhdar 5 3 2 1 4 2

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Mayonnaise Tasting - Overall

Overall Females Males1.0

2.0

3.0

4.0

5.0

3.73.9

2.6

3.84.0

3.2

3.8 3.83.9

2.8 2.9

2.6

DuvraiLesieurDolly'sAl Wadi al Akhdar

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Mayonnaise Tasting - Organoleptic Attributes

Overall lik-ing

Taste Color Texture Aroma1.0

2.0

3.0

4.0

5.0

3.4 3.4

4.0 4.0

3.7

3.4 3.4

4.3 4.2

3.83.6 3.7

4.3

3.83.6

2.6 2.6

2.3

3.4 3.3DuvraiLesieurDolly'sAl Wadi al Akhdar

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Overall Liking “Blind Test” Evaluation

Duvrai Lesieur Dolly’s Al Wadi

Overall Score 3.4 3.4 3.6 2.6

Positives Used to the taste Strong vinegar

taste Suitable for salad

Used to this taste

Light taste

Adequate mayonnaise taste

Not rancid Creamy taste

Well balanced taste of salt and lemon

Negatives Strong taste Oily (Males)

Strong lemon taste

Salty

Strong vinegar/ lemon taste

Fatty

Salty Fatty Yellowish color Rancid

Scale based on 1-5, where 1 means least and 5 means most

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Taste “Blind Test” Evaluation

Duvrai Lesieur Dolly’s Al Wadi

Overall Score 3.4 3.4 3.7 2.6

Positives Tasty Light taste Nice taste of

vinegar/ lemon Well balanced Not rancid

Nice taste Smooth taste Light taste not

oily

Tasty Right taste of

mayonnaise

Good

Negatives Fatty Strong taste of

egg (F 25-35) Strong taste of

oil (F, M)

Very oily (M) Taste of egg (M) Rancid taste (M) Lemon taste Heavy

Thick Fatty

Rancid Weird taste Taste of fish Not tasty Taste of lemon is

obvious Taste of garlic

Scale based on 1-5, where 1 means least and 5 means most

Items in red matches with requirements from ideal brand

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Color “Blind Test” Evaluation

Duvrai Lesieur Dolly’s Al Wadi

Overall Score 4 4.3 4.3 2.3

Positives Nice white color Natural color of

mayonnaise Not yellowish

Nice white color Natural color of

mayonnaise

Nice color Not

yellowish

Negatives Light color, need to be more concentrated (F, 35-45)

Not very much white

Yellowish Not the color of

adequate mayonnaise

Scale based on 1-5, where 1 means least and 5 means most

Items in red matches with requirements from ideal brand

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Texture “Blind Test” Evaluation

Duvrai Lesieur Dolly’s Al Wadi

Overall Score 4 4.2 3.8 3.4

Positives Good texture Easy to mix/

spread

Balanced thickness

Easy to mix with salad

Adequate Adequate thickness

Negatives A bit thick (F 30-40)

Very soft (M)

Light, not thick enough (F 35-45)

Thick

Scale based on 1-5, where 1 means least and 5 means most

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Aroma “Blind Test” Evaluation

Duvrai Lesieur Dolly’s Al Wadi

Overall Score 3.7 3.8 3.6 3.3

Positives Nice smell Not rancid appetizing

Nice smell Not rancid Natural smell of

mayonnaise

Acceptable Not rancid

Good smell

Negatives Strong vinegar taste (F 35-45)

Strong smell of vinegar

Smell of rancid (M)

Strong smell of vinegar

Rancid Smell of vinegar

Scale based on 1-5, where 1 means least and 5 means most

Items in red matches with requirements from ideal brand

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Participants Suggestions “Blind Test” Evaluation

Duvrai Lesieur Dolly’s Al Wadi

Suggestions Decrease the smell of vinegar

Change the quality of oil in order not to be evident

Decrease the taste of vinegar/ lemon

Decrease the level of salt

Be less thick

Decrease the smell/ taste of vinegar/ lemon

Make the color more white

Remove the taste of garlic

Decrease the taste of lemon

Remove the rancid taste

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Tasting Blind Test- Verbatim

I like it, it’s light does not contain a lot of oil or lemon -

Duvrai

I am used to this taste and the color is nice - Lesieur

It has the taste of mayonnaise, everything is balanced, the oil,

the lemon – Dolly’s

This taste confuses me, I don’t know it taste garlic – Al Wadi

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Implications-Tasting

Duvrai is quite comparable in terms of performance to the market leader Lesieur

Duvrai can credibly claim 4 ideal performance attributes: well balanced taste, tasty, good smell and light color

Differentiates itself from other brands on well balanced and tasty

4. Mayonnaise Package Assessment

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The Noticed Elements of the Packs

The color of the top cover

The material of the pack ( glass/ plastic )

The picture on the cover paper

The color of the mayonnaise in the jar

The shape of the jar

The written information on the pack

The Expiry date

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Spontaneous Reactions to Brand Packaging- Most Attractive Packaging

•Lesieur •Duvrai •Most Attractive Pack

Elements make the pack of Duvrai & Lesieur the most attractive ones :

Attractive Top Cover color

Attractive and delicious dishes on the paper cover

French Brand name

The light color of the mayonnaise

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Spontaneous Reactions to Brand Packaging- Least Attractive Packaging

•Heinz •Dolly’s •Least Attractive Pack

Elements make the packs of Heinz and Dolly’s the least attractive ones:

Paper cover not well designed, poor (Dolly’s)

Plastic jar (Heinz)

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The Most and the Least attractive Elements for A Pack of Mayonnaise

1.The dark color

2.The absence of arabic information on the pack

3.The plastic jar

Unattractiv e Elements

1.The vibrant color of the top cover

2.A clear and engraved Expiry date on the pack rather than on the top cover

3.The delicious dishes on the cover paper

4.The glass jar

Example textAttractive Elements

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Spontaneous Reactions to Brand Packaging- Duvrai Pack-

Attractive color (Fuchsia)

A feminine pack

Stylish

Made in France

It looks like Lesieur

Would like to try it

Its texture looks good

I would like to try it, but I wish if there was a smaller jar for

tasting before

The plate of vegetables is so attractive. And the

coordination between the colors is so professional

It’s made in France. If it was made in Lebanon I cannot

trust it

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The Most and the Least attractive Elements Duvrai- Pack

The plate of vegetables

The French name

The color of mayonnaise

The sunflower

The Color(Fuchsia) of the top cover

Unclear country of origin

It looks like less thick texture than Lesieur

The color of the top cover(Fuchsia) attracts the respondents. Fuchsia is a sensual, exciting, bright, energetic and feminine color. Making females feel it’s their own product

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Duvrai Taste Description as Perceived from the Pack

Duvrai taste as perceived by the pack design was

described as:

A light taste mayonnaise

Delicious

The taste of oil is good since it’s the sunflower oil

A taste of Vinegar

Similar to Lesieur

The color of the mayonnaise into the pack encourage us to

try it, it looks delicious and not rancid

The mentioning of the sunflower oil in the

ingredients makes us believe that is a good mayonnaise

since it uses a tasty oil

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Evaluation of the Name “Duvrai”Overall “Duvrai” name was highly

appreciated

It’s a French name suitable for

mayonnaise product

It means:

The right mayonnaise

The real mayonnaise

A trusted mayonnaise

French name suggests us confidence especially that the best types of mayonnaise are

French

Duvrai means it’s the right mayonnaise that we can trust

since it’s a sensitive and delicate product

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Implications- Pack

Duvrai pack is believed to be as good as Lesieur the market leader pack

Duvrai cover is felt to be even more attractive to the female population as it looks quite feminine

The name was highly appreciated and related to trustworthiness and fresh cuisine

5. Ad Assessment

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Suits with all types of food

For all ages

Trustworthy Liked by kids A good texture

Availability of diet mayonnaise

Lesieur – TV Ad Evaluation

A well balanced taste

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The Most Attractive Elements in the Ad

Overall the ad was highly appreciated for the below reasons

The cute boy

The light colors

The way they put the mayonnaise on the food

The availability of diet variant

The family

We like Lesieur and we use so we like every thing in the TV

ad

The presence of the boy with his mother reflects firstly a product

liked by kids , & secondly a product that the parent trust to feed their

kids

The colors used in the ad are so attractive and light, we do

enjoy watching it

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The Message of Lesieur TV ad

Overall the ad was well understood, below ideas represent the message reflected by the ad:

It’s a healthy mayonnaise since the mother allowed her son to eat it

It’s the choice of the kids so your kids will like it

It’s the only French mayonnaise in Lebanon so we can trust it more

It’s a mayonnaise for all kind of food

It’s a mayonnaise for all ages and everyone

There are different sizes and different variant suitable for everyone’s

needs

Key Conclusions

The Way Ahead

What to Do to Attract The Consumers to “Duvrai”

Safety is a key issue for mayonnaise consumption and hence needs to be put strongly into evidence otherwise trial may not occur

Price not to be too cheap as this affects perception of quality

Trial is the key challenge for a new entrant, and efforts should not be spared to this end

Once trial occurs brand is likely to be adopted as it performs as good as the market leader

However, people are in need of differentiators to make them leave their habitual brands

Key differentiators for Duvrai are: Well balanced taste Tasty Consumed by highly educated and successful people

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Appendix

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Duvrai Tasting Test Results at a Glance

Overall Scores

Fem35-45

Fem25-35

Fem45-55

Fem 30-40

Males30-40

Overall Liking

3.4 4 3.1 4.2 3.8 2.4

Taste 3.4 4 3.1 4.2 3.4 2.6Color 4 4.4 4.1 5 3.4 3.2Texture 4 4.2 4.5 4.6 3.8 2.2Aroma 3.7 3.8 3.5 4.6 4 2.8

Scale based on 1-5, where 1 means least and 5 means most

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Lesieur Tasting Test Results at a Glance

Scale based on 1-5, where 1 means least and 5 means most

Overall Scores

Fem35-45

Fem25-35

Fem45-55

Fem 30-40

Males30-40

Overall Liking

3.4 3.6 3.5 3 4 3

Taste 3.4 3.6 3.6 3.4 3.8 2.6Color 4.3 3.8 4.5 4.2 4.8 3.8Texture 4.2 3.8 4.4 4.4 4.8 3.6Aroma 3.8 3.6 4.1 4 4 3

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Dolly’s Tasting Test Results at a Glance

Scale based on 1-5, where 1 means least and 5 means most

Overall Scores

Fem35-45

Fem25-35

Fem45-55

Fem 30-40

Males30-40

Overall Liking

3.6 4 3.7 3.6 3 3.6

Taste 3.7 4 3.8 3.8 2.8 3.8Color 4.3 4 4.2 4.6 4 4.6Texture 3.8 4.2 3.9 4 3 3.8Aroma 3.6 4 3.8 3.8 2.4 3.8

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Al Wadi al Akhdar Tasting Test Results at a Glance

Scale based on 1-5, where 1 means least and 5 means most

Overall Scores

Fem35-45

Fem25-35

Fem45-55

Fem 30-40

Males30-40

Overall Liking

2.6 2.6 2.9 3.4 2 2

Taste 2.6 2.2 2.8 3.6 2 2Color 2.3 2 2.4 3.8 1.4 2Texture 3.4 3.2 3.5 3.6 3 3.4Aroma 3.3 3.4 3.3 3.4 3 3.4