SPAM Driver Eval 1-23-14

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SPAM Driver Evaluation February, 2014 9619 Stonebridge Place, Tomball, TX 77375. doug@executenow.net

Background And Purposes:

How do advertisers know what to put in their commercials? How do they know to what consumers will respond? If you were shopping for a new cell phone, which of these features would be important to you? Long battery life Small, compact size Looks cool, with new colors/ cases Connects to the internet faster Background And Purposes 2

Background And Purposes:

Background And Purposes 3 Here’s an ad for Samsung. In this ad, the company takes on its key competitor, the Apple iPhone. How did Samsung determine what these “hot buttons” are? http://www.youtube.com/watch?v=DateFKa5j_c

Background And Purposes:

Background And Purposes 4 How did Samsung develop advertising that… Takes on the iPhone in a meaningful way? Makes the Galaxy more technologically advanced? Positions Galaxy users as cooler than iPhone users?

Background And Purposes:

Background And Purposes 5 How did Samsung develop advertising that… Takes on the iPhone in a meaningful way? Makes the Galaxy more technologically advanced? Positions Galaxy users as cooler than iPhone users? DRIVERS: What’s important to consumers Communicating these drivers creates effective advertising and builds brand equity.

Background And Purposes:

Background And Purposes 6 What are the drivers? What should SPAM say about the brand that will resonate with the target audience? How to talk about the brand in advertising? Proposed new television advertising campaign…

Background And Purpose:

Background And Purpose 7

Background And Purpose:

Background And Purpose 8 What is important to consumers– why should they buy SPAM? What motivates them? This translates into improving brand equity.

Methodology:

Methodology 9 Design: Online interviewing Respondent Eligibility: 300 interviews: have purchased canned meat in the past six months

Questionnaire:

Questionnaire 10

Questionnaire:

Questionnaire 11 Importance of different factors. Why are consumers buying? What’s the overall assessment of SPAM? Strengths/ weaknesses of SPAM relative to drivers?

Questionnaire:

Thank you for participating in our research about canned meats. Your opinions are important. Listed below are several statements that may or may not be important to you as you decide which brand of canned meat t o purchase. Please indicate how important each statement is to you when purchasing peanut butter: Questionnaire 12   (RANDOMIZE) Extremely Important Very Important Somewhat Important Not Very Important Not Important At All Is a good source of protein 5 4 3 2 1 Is something my whole family likes 5 4 3 2 1 Is good for me 5 4 3 2 1 Is affordable 5 4 3 2 1 Is a good value for protein 5 4 3 2 1 Is convenient 5 4 3 2 1 Tastes good 5 4 3 2 1 Is a brand I trust 5 4 3 2 1 Comes in many different varieties 5 4 3 2 1 Is very similar to other canned meat brands 5 4 3 2 1 Has a good texture 5 4 3 2 1 Is a high quality product 5 4 3 2 1 Tastes fresh 5 4 3 2 1 Is a low cost brand 5 4 3 2 1 Is versatile 5 4 3 2 1 Is fun 5 4 3 2 1 Is nutritious 5 4 3 2 1

Analysis:

Analysis 13

Results:

We’re going to focus on just a couple of imagery/ performance areas today… Taste: the most important driver– advertising needs to stress taste. Secondarily, value is quite important, telling us that the brand has little latitude on price within the canned meat category Other driver areas (not as compelling as taste): nutrition. Not important to consumers: good to serve to guest, and usage outside the home (picnics) Results 14 Importance: % Extremely Important Taste Value Is nutritious for my family Good to serve to guests Suitable for picnics Category Users

Results:

Now that we have the Drivers– what’s important to consumers– we need to know how SPAM performs on these drivers. This will tell us areas of strengths and weaknesses for the brand. Results 15 Drivers Versus SPAM Performance Taste Value Is nutritious for my family Good to serve to guests Suitable for picnics Driver Score SPAM Performance +/- Difference

Analysis: SPAM Versus Drivers :

Analysis: SPAM Versus Drivers 16 Importance Performance

Analysis: SPAM Versus Drivers :

Analysis: SPAM Versus Drivers 17 Importance Performance Area of strength: stress in advertising

Analysis: SPAM Versus Drivers :

Analysis: SPAM Versus Drivers 18 Importance Performance Area of strength: stress in advertising This is an important area that SPAM does not deliver. More advertising weight needed here

Analysis: SPAM Versus Drivers :

Analysis: SPAM Versus Drivers 19 Importance Performance Area of strength: stress in advertising This is an important area that SPAM does not deliver. More advertising weight needed here Misplaced advertising: SPAM is communicating this, but it isn’t important.

Analysis: SPAM Versus Drivers :

Analysis: SPAM Versus Drivers 20 Importance Performance Area of strength: stress in advertising This is an important area that SPAM does not deliver. More advertising weight needed here Misplaced advertising: SPAM is communicating this, but it isn’t important. Unimportant, SPAM does not deliver. Who cares?

Analysis: SPAM Versus Competition:

Analysis: SPAM Versus Competition 21

Next Steps:

Next Steps 22

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