wyndham estate bin 555 - quantitative label test - detailed report – november/ december 2007

Project WE Quant label test

1© arnold&bolingbroke ABA776 Project WE BIN 555 Label Test November 2007

Wyndham Estate Bin 555

- Quantitative Label Test -

Detailed Report – November/ December 2007



Methodology & Sampling

Survey instrument: A two-stage process:

- An initial screening process to ensure that all interviewees met requirements

- Respondents were then directed to a central location to complete a 20 minute online study

Target respondent: People aged 30 years and older who had bought bottled Shiraz red wine in the past 2 months

Scope: Sydney-only

Fieldwork: Recruiting: 5 to 28 November, 2007 Interviewing: 21 to 29 November, 2007

Sample composition: Total sample n=200 interviews- WE Bin 555 buyers, n=82

- Other Shiraz buyers, n=118



Conclusions

Business Issue: Should we adopt or reject the new pack (label)?

Research Conclusion: Adopt. There is no evidence to suggest the introduction of the new label would be a disaster. The new label is on par with the current label and in some cases offers some strengths

Strengths/Pros

• The new label is on par with the current label on key measures of:• Appeal• Likelihood of purchase• Preference• Representing expectations of the brand (with only minimal resistance from current brand users)• Readability• Impression of wine quality conveyed• Imagery and values communicated (but while mostly the same, the new label is seen as slightly more contemporary)

• When compared against Penfolds Koonunga Hill, the new BIN 555 label is the clear winner in preference• Verbatim responses suggest that the new label is more clean, clear and easy to read

Weaknesses/Cons

• There really are no weaknesses evident from the quantitative information captured. That said, qualitative verbatims point to a possible issue to be aware of, which is that the new label may not stand out, it may lack colour and life and may be boring to some (the same issue applies to the current label but to a lesser extent ). Note that the red of Koonunga Hill really stands out



Total sample Monadic Monadic Appeal

Key Measures: Label Appeal, Purchase Likelihood and Preference

[Using a scale of “1” which is dislike extremely to “10” which is like extremely, please tell us to what extent you like or dislike this label for Wyndham Estate Bin 555 ] [Assuming that this is the label on Wyndham Estate Bin 555, that it is available where you generally buy wine and that it is acceptably priced, how likely would you be to buy it?] [Please now look at the label of Wyndham Estate Bin 555 marked “TA” and compare it against the label of Wyndham Estate Bin 555 marked “VF”. Which of the two pack designs do you most prefer?]

9 + 10 (Like extremely)

7+8

4+5+6

1 (Dislike extremely) +2+3

10

46

41

3

14

60

22

4

New label Current label

Likelihood of purchase

Very likely

Likely

Neither likely nor unlikely

Somewhat or very unlikely

43

38

11

8

35

49

12

4


Preference

Prefer NEW label

Prefer CURRENT label

No preference/Both equally/Don't Know

46

45

10

New vs Current

CURRENT label appears the marginal winner in Appeal, but the difference is

not significant

No significant difference in likelihood of purchase of with either label

No significant difference in label preference

• NEW label Very Likely purchase likelihood is significantly higher among Bin 555 buyers (54%)• No other differences

No differences by Bin 555 Buyer, Gender or Age No differences by Bin 555 Buyer, Gender or Age

There is very little, if any, difference between the new and current labels in terms of appeal, purchase likelihood and preference. Based on these measures, introducing the new label is a safe bet and unlikely to lead to problems

Base: New label ratings n=108. Current label ratings n=92. Preference based on total sample n=200

% % %



Monadic Monadic Monadic Expectations

Expectations of Wine, Label Readability and Perceived Quality of Wine

[Looking at this label for Wyndham Estate Bin 555, to what extent does it represent what you expect of Wyndham Estate Bin 555?] [To what extent can you read this label for Wyndham Estate Bin 555 easily and clearly?] [Do you believe this label for Wyndham Estate Bin 555 gives the impression that the quality of the wine has changed? ]

Very much represents what I expect

Somewhat represents what I expect

Does NOT represent what I expect

Don’t know/Not sure

50

47

0

3

46

42

3

9


Readability

Can very easily and clearly read

Can read but not very easily

and clearly

I have difficulty reading the

label

77

19

5


Perceived Quality

Gives impression the wine has

improved

Gives impression the wine has

declined

No change in quality

No significant difference in expectations set by either label No significant difference in readability of

either labelNo significant difference in impression

of wine quality given by either label

• 9% of Bin 555 buyers say the NEW label does NOT represent what I expect (very low all considered)• CURRENT label Very much represents what I expect is significantly higher among those 40 years and up (65%), and lower for those 30-39 (31%). No difference for new label

No differences by Bin 555 Buyer, Gender or Age

There is very little, if any, difference between the new and current labels in terms of expectation of the wine, label readability and the impression of wine quality communicated. Based on these measures, it seems introducing the new

label is a safe bet and unlikely to lead to problems

Base: New label ratings n=108. Current label ratings n=92

79

21

0

50

5

45

51

3

46


No differences by Bin 555 Buyer, Gender or Age

%% %



Label Image AttributesNew vs Current

The labels are very similar in the imagery and values they communicate. Neither label is seen as dated and daggy or old fashioned, and both seem to meet expectations of the brand. There are no significant differences overall on any

dimension between new and current

Base: New label ratings n=108. Current label ratings n=92[To what extent do you agree or disagree that the label marked (“TA”/”VF”) for Wyndham Estate Bin 555 communicates the following to you?] NET Strongly Agree + Somewhat Agree shown (Top 2 box)



05

101520253035404550556065707580859095

100

Is a wine to savour and appreciate

Has a rich heritage

Is premium quality

Is distinctive

Is authentic

Has a look that suits this brand

Is for someone like me

Has a generous, intense flavourIs attractive

Is stylish and sophisticated

Has a sense of genuine craftsmanship

Is worth paying more for

Is modern and contemporary

Is old fashioned, formal and stuffy

Is dated and daggy

Bought WE Bin555

Has notbought WE Bin555

Male

Female

30-49

50+

Label Image AttributesNew Label: Profiled

Base: New label ratings n=20-88. Current label ratings n=13-79

Bin555 Buyers 79

Bin555 Buyers 77

Bin555 Buyers 81 50+ yrs 95*!small base

Non Bin555 Buyers 38

Results in Blue are significantly higher than rest of sample

In all, there are few differences in the perceived imagery of the new label across different groups. Differences that are evident simply favour those more likely to be in the category/brand: Some attributes of new label are naturally more vivid among Bin 555 buyers (for someone like me,

generous intense flavour, distinctive)

[To what extent do you agree or disagree that the label marked (“TA”/”VF”) for Wyndham Estate Bin 555 communicates the following to you?] NET Strongly Agree + Somewhat Agree shown (Top 2 box)



Label Image Applies Most To

Base: n=137-178 (Total sample less those responding ‘Don’t Know’ for a given attribute)

Label image comparison

Is premium

Is stylish

Is contemporary

Is authentic

Is distinctive

Is worth paying more for

Suits the brand

Applies most to: Current labelNew label

Contemporary is the only attribute significantly different overall: 60% of Shiraz drinkers say it

describes the NEW label more than the current. Other attributes evenly split the two labels with no significant

difference overall

[For each of the statements below, please tell us to which bottle it applies most]

Males are more likely to find the new label more authentic (55%) than females (39%)

No other differences on any other attribute by Bin 555 Buyer, Gender or Age

On a two-label preferred basis, Shiraz drinkers are evenly split between the new and current label in terms of attributes describing one more than the other (with the exception of Contemporary)



Current LabelNew Label

Likes (Strengths) of the New and Current Labels

48

36

28

21

13

11

10

6

Clean/clear/easy to read/simple design (easy to see what it is)

Classy/elegant/stylish/refined/ expensive looking (sense of high

quality)

Provides additional info/description to help guide choice - e.g.

aroma/taste/history/origins

Colours used

Traditional/vintage design (sense of high quality)

Font style (general)

Bold/eye-catching/distinctive design (it stands out)

Like the brand/like that it's from 'Wyndham Estate'

[What do you LIKE about this label for Wyndham Estate Bin 555?]

38

30

26

26

18

16

9

7

Clean/clear/easy to read/simple design (easy to see what it is)

Classy/elegant/stylish/refined/expensive looking (sense of high quality)

Traditional/vintage design (sense of high quality) - from an old/established winery

Colours used

Bold/eye-catching/distinctive design (it stands out)

Provides additional info/description to help guide choice - e.g.

aroma/taste/history/origins

The signature at the bottom

The presentation of 'Bin 555'

Shiraz drinkers like that the labels are clean, clear and easy to read, but this is even more liked in the new label. They appear equal in terms of class, elegance and style (a sentiment supported by the image attribute ratings). The current label

conveys more traditional/vintage/established qualities where additional information is a strength of the new one.

% %

Base: New label ratings n=108. Current label ratings n=92



Preference: New Label vs Competitor (Koonunga Hill)

Whilst there is no difference in preference between the New label and the Current label, there is a strong preference for the New label versus Koonunga Hill

Base: Total sample n=200

[Please now look at the bottle of Wyndham Estate Bin 555 {New label} and compare it against the bottle of Penfolds Koonunga Hill. Which of the two pack designs do you most prefer ?] [Please look again at the label of Wyndham Estate Bin 555 marked “TA”. If this label included the statement SOUTH EASTERN AUSTRALIA to highlight the wine's origin, would this addition make you think of BIN 555 more favourably, less favourably or in the same way you did previously?]

Preference vs Koonunga

Prefer NEW label

Prefer Penfolds Koonunga Hill

No preference/Both equally/Don't Know

65

28

8

New vs Koonunga Hill

No significant differences by Bin 555 Buyer, Gender or Age. However, Bin 555 Buyers do provide the highest preference for the new label over Koonunga Hill (70, despite this difference not being significant)

Bought WE Bin 555

Has not bought WE

Bin 555Male Female 30-49 50+

n=82 n=118 n=95 n=105 n=167 n=33

70 61 61 68 66 58

26 29 31 25 26 33

5 10 8 8 8 9

%



Prefer Koonunga Hill over New LabelPrefer New Label over Koonunga Hill

Reasons for Label PreferenceNew vs Koonunga Hill

51

26

22

13

10

8

6

Suggests a more classy / elegant/stylish/refined/expensive

wine (greater sense of quality)

Prefer some of the colours used

Is a more bold/eye-catching/distinctive design

Clean/simple/easier to read

Prefer the fonts used

Suggests a more traditional/vintage wine (greater sense of quality)

Is a more modern design

[Why do you say that? Please provide as much detail as possible]

Among consumers who prefer the new BIN 555 pack, it conveys more class & elegance than the Koonunga pack . Those preferring Koonunga are attracted to the colouring, finding it bolder, more eye-catching.

% %

Base: New over Koonunga n=129 . Koonunga over New n=55

56

33

29

25

9

7

4

Is a more bold/eye-catching/distinctive

design

Prefer some of the colours used

Clean/simple/easier to read

Suggests a more classy/elegant/stylish/refined/

expensive wine (greater sense of quality)

Prefer the fonts used

Suggests a more traditional/vintage wine (greater

sense of quality)

Provides more appropriate quantity of information on the label



Utility of Having ‘South Eastern Australia’ on Label

Base: Total sample n=200

[Please now look at the bottle of Wyndham Estate Bin 555 {New label} and compare it against the bottle of Penfolds Koonunga Hill. Which of the two pack designs do you most prefer ?] [Please look again at the label of Wyndham Estate Bin 555 marked “TA”. If this label included the statement SOUTH EASTERN AUSTRALIA to highlight the wine's origin, would this addition make you think of BIN 555 more favourably, less favourably or in the same way you did previously?]

Utility of Wine Origin

More favourably

Less favourably

In the same way as previously

42

9

50

Thoughts about Bin 555 with ‘South Eastern Australia’ added to the label…

No significant differences by Bin 555 Buyer or Gender. However, Bin 555 Buyers do provide a higher More favourably response at 48 (despite this difference not being significant). Bin 555 non-buyers 37. Those

aged 50+ years are more likely than those under 50 to think of it in the same way as previously

‘South Eastern Australia’ should be added to the new label: 2 in 5 Shiraz drinkers think of Bin 555 more favourably and half think it’s the same with these words added

Bought WE Bin 555

Has not bought WE

Bin 555Male Female 30-49 50+

n=82 n=118 n=95 n=105 n=167 n=33

48 37 40 43 44 30

9 9 13 6 10 3

44 53 47 51 46 67

%

wyndham estate bin 555 - quantitative label test - detailed report – november/ december 2007

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