mkt526 final final (1)
TRANSCRIPT
![Page 1: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/1.jpg)
Presented BY: DMZ Consulting Group
Zheng Zhong, Mei Zi, Mengdi Dai
Yoplait Light Ad Campaign
![Page 2: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/2.jpg)
2
Agenda
Background
Research Objective
Research Methods
Key Findings
Conclusion
Recommendations
![Page 3: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/3.jpg)
3
Executive Summary Four potential Yoplait Light TV ads were created to test consumers’reactions towards these advertisements.
Research was conducted among 5478 respondents to find out whether the ad campaign worth $25 million.
Four assumptions were tested in this study, the findings show that
• Respondents with positive evaluations are more likely to purchase the products.• Storyline conclusion drives the evaluation of the ads.• Positive ad metrics may lower consumers’ ability to recall the brand.• Respondents with positive evaluations to the ads are Yoplait’s target audience.
Conclusion: It worth it! Further research or investigation could conducted to measure the actual
purchase behavior , improve the brand recall and design relevant marketing activities to attract our target consumers.
![Page 4: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/4.jpg)
4
Yoplait
2010 2011 2012 20131250
1300
1350
1400
1450
1500
1550
1491.2 1499
1418.5
1352.6
Se-ries1
Net Sales in M
illion U.S. D
ollars
20102011 2013
2012
Yoplait
Dannon
Chobani
Stonyfield Farm
Private Label
Others
0% 5% 10% 15% 20% 25% 30%
Yogurt Market Share in U.S. (2012)
![Page 5: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/5.jpg)
5
Yoplait 2010
2011 20132012
• Dannon controls 27.8% of yogurt sales, compared with 25.8% for General Mills' Yoplait in 2013.
• Yoplait lost market share in the past few years due to the rise of Greek-style yogurt.
• General Mills’s new products including Yoplait Greek yogurt contributing to net sales growth in Q1, 2013 8%
• A big chunk of the profit decline in General Mills’ U.S. business came from its Yoplait division in 2014; while Yoplait Greek yogurt drives General Mills’s sales increased 34%.
![Page 6: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/6.jpg)
6
Yoplait Light Ads
![Page 7: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/7.jpg)
7
Research Objective & Assumptions
Examine the effectiveness of the Yoplait Light advertisements
Worth $25 Million?
1 . Respondents with positive evaluations are more likely to purchase the products.
2 . Storyline conclusion drives the evaluation of the ads.
3 . Positive ad appeal positively correlated with brand recall Negative ad appeal negatively correlated with brand recall.
4 . Respondents with positive evaluations to the ads are Yoplait’s target audience.
Female Between 25 to 49 Eat Yogurt At Least Once a Week
![Page 8: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/8.jpg)
8
Yoplait Light Ads
• The survey was conducted among 5478 respondents to gain insight regarding attitudes toward the 4 Yoplait ads.
• There are 1680 valid data after the data cleaning process. The respondents were asked to rate their moment to moment response on the 4 ads on a 0-10 scale, starting from neutral (5).
• Trace above 5 means the ad is positively appealing to the respondents and below 5 means the ad is negatively appealing,
![Page 9: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/9.jpg)
9
Research Methods1 Respondents with positive evaluations are more likely
to purchase the products.
2 Storyline conclusion drives the evaluation of the ads.
Positive Ad Appeal Brand Recall Negative Ad Appeal Brand Recall
Correspondence Analysis
Principal Component AnalysisMultiple Regression Analysis
3
Respondents with positive evaluations to the ads matches the characteristics of Yoplait’s target audience. Cluster Analysis
Factor AnalysisMultiple Regression Analysis
4
![Page 10: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/10.jpg)
10
No Change
Much More Likely
Somewhat More Likely Somewhat Less Likely
Much Less Likely
Rows and Columns Points ( Simmons)
Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration
Cluster 1 Cluster 2 Cluster 3 Cluster 4
![Page 11: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/11.jpg)
11
Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930310
1
2
3
4
5
6
7
8
9
10
1234
Moment in the Ad
Level of Aff
ect
Cluster Response of Yoplait ( Simmons) AdCluster 3
Cluster 2 Neutral GroupNo Yogurt PleaseYogurt LoversNo Richard Simmons
Richard Simmons
Appears Again
Richard Simmons Appears
Yoplait Yogurt Shows Up
![Page 12: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/12.jpg)
12
Rows and Columns Points ( Seamstress)
Much More Likely
No Change
Much Less Likely
Somewhat Less Likely
Somewhat More Likely
Correspondence Plot Shows The Association Between The Clusters and Purchase Intent
Cluster 1 Cluster 2 Cluster 3 Cluster 4
![Page 13: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/13.jpg)
13
Correspondence Plot Shows The Association Between The Clusters and Purchase Intent
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 310
1
2
3
4
5
6
7
8
9
10
1234
Moment in the Ad
Level of Aff
ect
Cluster Response of Yoplait ( Seamstress) Ad
Yogurt Lovers No Yogurt PleaseNeutral GroupPotential Yogurt Lovers
Yoplait Product Appears
Cluster 1
Cluster 4
Cluster 2
Cluster 4
![Page 14: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/14.jpg)
14
Rows and Columns Points ( Kitchen)
Somewhat Less Likely
No Change
Much Less Likely
Somewhat More Likely
Much More Likely
Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration
Cluster 1 Cluster 2 Cluster 3 Cluster 4
![Page 15: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/15.jpg)
15
Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 310
1
2
3
4
5
6
7
8
9
10
1234
Moment in the Ad
Level of A
ffect
Cluster Response of Yoplait ( Kitchen) Ad
Potential Yogurt LoversNo Yogurt PleaseYogurt Lovers Neutral Group
Husband Looks Through
RefrigeratorYoplait Product Appears
Cluster 3
Cluster 2
![Page 16: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/16.jpg)
16
Much Less Likely
Somewhat Less Likely
No Change
Somewhat More Likely
Much More Likely
Rows and Columns Points ( Knitter )
Correspondence Plot Shows The Association Between The Clusters and Purchase Intent
Cluster 1 Cluster 2 Cluster 3 Cluster 4
![Page 17: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/17.jpg)
17
Correspondence Plot Shows The Association Between The Clusters and Purchase Intent
1 2 3 4 5 6 7 8 9 10 11 12 13 14 150
1
2
3
4
5
6
7
8
9
10
1234
Level of Aff
ect
Moment in the Ad
Cluster Response of Yoplait ( Knitter) Ad
Yogurt Lovers No Yogurt PleaseNeutral GroupPotential Yogurt Lovers
Yoplait Product Appears
Cluster 1
Cluster 2
![Page 18: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/18.jpg)
18
Positive Ad Appeal vs. Brand Recall Summary Regression Explaining Retrospective Evaluations of
Yoplait ( Simmons) Ad with Principal Component Scores
Storyline Conclusion drives the evaluations
![Page 19: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/19.jpg)
19
Summary Regression Explaining Retrospective Evaluations of Yoplait
( Seamstress) Ad with Principal Component Scores
Positive Ad Appeal vs. Brand Recall Positive evaluation overshadow
brand recall Conclusion drives the evaluationsStoryline Conclusion drives the evaluations
![Page 20: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/20.jpg)
20
Summary Regression Explaining Retrospective Evaluations of Yoplait
( Kitchen) Ad with Principal Component Scores
Positive Ad Appeal vs. Brand Recall Storyline Conclusion drives the evaluations
![Page 21: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/21.jpg)
21
Summary Regression Explaining Retrospective Evaluations of Yoplait
( Knitter) Ad with Principal Component Scores
Positive Ad Appeal vs. Brand Recall Storyline Conclusion drives the evaluations
![Page 22: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/22.jpg)
22
Ad Appeals
Positive Ad Appeals Interesting , Eye-catching, Memorable, Give me more positive attitude, said something important, For someone like me, Told me something new, Funny, Unique, Engaging
Negative Ad Appeals Offensive, Confuse, Insult my Intelligence
Ad Appeal vs. Brand Recall
![Page 23: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/23.jpg)
23
Ad Appeal vs. Brand Recall
Yoplait Ads Independent Variable
Estimates Coefficients of
Consumers Purchase
Consideration
SimmonsPositive -0.47
Negative -0.322
SeamstressPositive -0.48
Negative -0.273
KitchenPositive -.497
Negative 0.282
KnitterPositive -0.431
Negative 0.317
Relationship Observed between Ad appeal and Brand Recall
![Page 24: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/24.jpg)
24
Cluster Profiling
Age 25-49
![Page 25: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/25.jpg)
25
Cluster Profiling
s1 s7 s13 s19 s25 s31 s37 s43 s49 s55 s61 s67 s73 s79 s85 s91 s97 s1030123456789
10
Cluster 1 Cluster 2 Cluster 3 Cluster 4
Cluster Response of the Yoplait AdsCluster 1
![Page 26: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/26.jpg)
26
Conclusion
Target consumers response positively to all 4 Yoplait Light ads.
Respondents with positive evaluations are more likely to purchase the products.
Positive ad appeal positive correlated with brand recall.Negative ad appeal negatively correlated with brand recall.
1 Conclusion drives the overall evaluation of the ads.
However , Positive ad metrics may lower consumers’ ability to recall the brand.
3
2
4
X
![Page 27: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/27.jpg)
27
Conclusion
Yes , It worth $25 Million
![Page 28: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/28.jpg)
28
Recommendations
1 . Planning a research design that helps to measure
impact on actual purchase behavior.
2 . Assuring brand image and product information are not overshadowed.
3. Designing follow up marketing campaigns to deliver
the right message to the right people.
![Page 29: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/29.jpg)
29
Thank you!
![Page 30: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/30.jpg)
30
Appendix
Simmons Ad
![Page 31: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/31.jpg)
31
Appendix
Seamstress Ad
![Page 32: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/32.jpg)
32
Findings
Kitchen Ad
![Page 33: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/33.jpg)
33
Findings
Knitter Ad
![Page 34: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/34.jpg)
34
Factor Analysis - Simmons
![Page 35: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/35.jpg)
35
Factor Analysis - Simmons
![Page 36: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/36.jpg)
36
Factor Analysis - Simmons
![Page 37: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/37.jpg)
37
Factor Analysis- Kitchen
![Page 38: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/38.jpg)
38
Factor Analysis- Kitchen
![Page 39: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/39.jpg)
39
Reliability
![Page 40: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/40.jpg)
40
Factor Analysis- Knitter
![Page 41: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/41.jpg)
41
Factor Analysis- Knitter
![Page 42: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/42.jpg)
42
Reliability
![Page 43: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/43.jpg)
43
Factor Analysis - Seamstress
![Page 44: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/44.jpg)
44
Factor Analysis - Seamstress
![Page 45: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/45.jpg)
45
Reliability
![Page 46: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/46.jpg)
46
Principal Component Analysis
Simmons Ad
![Page 47: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/47.jpg)
47
Principal Component Analysis
![Page 48: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/48.jpg)
48
Seamstress
Principal Component Analysis
Seamstress Ad
![Page 49: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/49.jpg)
49
Principal Component Analysis
![Page 50: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/50.jpg)
50
Principal Component AnalysisKitchen Ad
![Page 51: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/51.jpg)
51
Principal Component Analysis
![Page 52: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/52.jpg)
52
Principal Component AnalysisKnitter Ad
![Page 53: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/53.jpg)
53
Findings
![Page 54: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/54.jpg)
54
Cluster Profiling
![Page 55: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/55.jpg)
55
Findings
![Page 56: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/56.jpg)
56
Findings
![Page 57: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/57.jpg)
57
Multiple Regression
Seamstress Ad
![Page 58: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/58.jpg)
58
Knitter Ad
Multiple Regression
![Page 59: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/59.jpg)
59
Kitchen Ad
Multiple Regression
![Page 60: MKT526 FINAL FINAL (1)](https://reader036.vdocument.in/reader036/viewer/2022062401/58f194e01a28ab0d2e8b4601/html5/thumbnails/60.jpg)
60
Simmons Ad
Multiple Regression