1 Prepared for: Győri KekszMarch 2003 Presentation on Concept test of Győri Édes

1Prepared for: Győri Keksz March 2003

Presentation onConcept test

ofGyőri Édes

2

Background

On the total biscuit market, Győri Édes is the clear No.1. with more than 23% value share and is present in three

categories: plain sweet biscuits, sandwich biscuits and bagged wafers. Győri Édes is the best-known biscuit brand

in the Hungarian market, its top of mind awareness is 33%, unprompted is 74%, prompted awareness is 99%.

For Hungarian consumers biscuits are only for pleasure, so biscuit market is to be expanded.

Győri Édes, a “good for you” brand in LU terminology, and needs to be vitalised by launching new products

underneath. Two local production candidates are available: Győri Édes Enriched with Milk (2 recipes) Győri Édes For Tea

LU Győri Marketing needs market research to assess the performance of each mix, based both on their concept

appeal and organoleptic performance.

3

Marketing Objectives

LU Győri wants to launch a successful extension of Győri Édes to increase penetration and

increase consumptio frequency.

Research Objectives

Action Standard

Both candidates to be launched provided they are in parity with benchmark (both in terms of concept and organoleptic performance). Overall appreciation after tasting should reach minimum that of before tasting.

To check the attractiveness of the concepts, including…- purchase intention- likes and dislikes- impact on brand perception

To evaluate the overall performance of the product flavours, including...

- overall appreciation- likes and dislikes- organoleptic attributes- the impact on purchase decision

4

Sample and set-up of the research

Method: Face-to-face in-hall tests, pure monadic approach

Sample size: 3*120 respondents

Sample composition:

Gender: 100% female Age: from 18-34 years 50%, 35-50 years 50% Location: Budapest (33.3%), Debrecen (33.3%), Pécs (33.3%) Category usage criterion: consumes any sweet biscuit brand at least

once in 4 weeks

Fieldwork date: March 2003

5

TESTED CONCEPTS, PRODUCTS

6

Tested concepts, products

Odafigyelek arra, hogy mit eszem és mit adok a családomnak.

Az új ‘Győri Édes Teához’ kekszek segítenek abban, hogy acsaládomnak finom és tápláló harapnivalót nyújtsa tea vagy más meleg ital fogyasztása mellé.

A ‘Győri Édes Teához’ kekszek ízletes és tápláló összetevője a gabona.

A hosszúkás alakú keksz könnyen mártogatható bármely meleg italba.

Győri Édes Teához

Egy csomag kb. 40 db kekszet tartalmaz, amely 200g, javasolt fogyasztói ára: 179 Ft

C1

7



Az új ‘Győri Édes’ kekszek segítenek abban, hogy tápláló módon nyújtsak örömöt a családomnak.

A ‘Győri Édes’ kekszek olyan kiváló minőségű, finom és tápláló összetevőkből készülnek, mint a gabona és a méz.

Győri Édes


C2

8



Az új ‘Győri Édes Tejjel dúsított’ kekszek segítenek abban, hogy a

Családomnak egy finom és tápláló harapnivalót nyújtsak

A ‘Győri Édes Tejjel dúsított’ kekszek olyan ízletes és tápláló összetevőket tartalmaznak, mint a tej és többféle gabona

(búzaliszt, búzakorpa, zabpehely)

Győri Édes Tejjel dúsított


C3

9

EVALUATION OF THE CONCEPT – before tasting

15

C4. How many packages of this biscuit, if any, would you buy for the first time you purchase it?

Amount of purchase

5%

64%73%72%

18%19%

19%

8%

3% 3%1%

3%2% 3% 3%

5 or more

4

3

2

1

(120) (119)Base: If buy brand

1.45 1.75Mean:

(120)

1.48

Győri Édes Teához Győri Édes Győri Édes Tejjel dúsított

27

EVALUATION OF THE PACKAGE

35

% just right

93

82

94

-6

-11

-2

difference size of the packaging %

Not at all big enough

% Too big

7

15

4

Sensory attributes - just right scale

% too big% not at all big enough

1

4

2

Base: Total sample

C16b. Concerning the packaging size, would you say it is …

Sign.diff. É

Sign.diff. É

Győri Édes TeáhozN=120

Győri Édes N=120

Győri Édes Tejjel dúsított N=120

36

% just right

95

73

86

-3

-27

-11

difference size of the packaging

Sensory attributes - just right scale

% Reallytoo many

% not enough at all

Base: Total sample

C16c. Concerning the number of products per pack, would you say there are... % Reallytoo many

% not enough at all

4

27

13

1

0

2


Győri Édes N=120


Sign.diff. É, Tej

Sign.diff. É,

37

TESTING THE PRODUCT

44

% just right

73

73

85

-27

-2

9

difference colour of the product

Sensory attributes - just right scale - before tasting

% Much too dark

% notat all dark enough

Base: If buying this product

P3a. Concerning the colour of the product, would you say it is …

27

15

4

% Much too dark

% notat all dark enough

0

13

13Sign.diff. Tea, É


Győri Édes N=120


45

% just right

96

92

96

-1

-7

-3

difference size of the product

Sensory attributes - just right scale - before tasting

% not at all big enough


P3b. Concerning the size of the product, would you say it is …

% much too big

% not at all big enough

% much too big

3

8

3

2

1

0


Győri Édes N=120


46

AFTER TASTING

53

% just right

89

90

93

-8

2

5

difference sweetness of the product

Sensory attributes - just right scale - after tasting

% not at all sweet enough


P8a. Concerning the sweetness of the product, would you say it is…

10

4

1

% much too sweet

% not at all sweet enough

% much too sweet

2

6

6


Győri Édes N=120


54

% just right

88

92

90

-10

0

-6

difference softness of the product


% not at all soft enough


P8b. Concerning the softness of the product, would you say it is…

11

0

8

% much too soft

% not at all soft enough

% much too soft

1

0

2


Győri Édes N=120


55

% just right

97

95

92

2

0

5

difference crunchiness of the product


% not at all chrunchy enough


P8e. Concerning the chrunchiness of the product, would you say it is…

1

3

2

% much too chrunchy

% not at all Chrunchy enough% much

too chrunchy

3

3

7


Győri Édes N=120


63

92%

58%

12%

20%

15%

22%

19%

42%

11%

2%

51%

9%

9%

7%

8%

3%

Consumption habits in the familyP15a. Would you say that this product would be consumed in your household by… ? P15b. And who would be most likely to consume it ?

Yourself

Your spouse / your partner

Your children under 06 years of age

Your children between 6-11 years of age



Guests

Others

96%

55%

14%

14%

14%

24%

16%

39%

10%

3%

53%

7%

11%

3%

6%

8%

93%

52%

8%

19%

18%

19%

13%

36%

11%

3%

50%

13%

9%

6%

3%

5%


(120) (118)(119)

Consume at all Consume most likely


64

42%

41%

36%

32%

25%

6%

21%

21%

0%

11%

20%

19%

14%

5%

25%

6%

Consumption habits in the familyP16a. And when do you think this product would be consumed ?

P16b. And when do you think it is most likely to be consumed ?

In the afternoon

In the evening

Whenever

At "uzsonna"

In the morning

At "tízórai"

At breakfast

At dinner

41%

37%

41%

39%

30%

5%

31%

29%

1%

15%

20%

13%

14%

9%

18%

8%

48%

44%

43%

33%

36%

10%

31%

27%

1%

11%

19%

20%

9%

5%

28%

7%


(120) (118)(119)



65

98%89%

98%90%

97%92%

66%10%

71%10% 68%

8%

At home

Consumption habits in the familyP17a. And where do you think this product would be consumed ?

P17b. And where do you think it is most likely to be consumed ?

Outside


(120) (118)(119)


(120) (118)(119)


66

P18. Which statement on the card best describes how often, if ever, you think you would buy this product if it were available where you shop?

Frequency of Purchase - after tasting

3% 7% 9%

17%16% 14%

52%52% 51%

24% 20% 24%

2%4%3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Daily or moreoften

Several times aweek

Once a week

Once every 2weeks

Once a month


(119) (120) (118)


67

P19. About how many packages of this product, if any, would you buy when you purchase it at the first time?

Number of packages respondent would buy for the first time

4%

41%47%

53%

40%29%

40%

10%9%10%

1%3%

4% 2% 3%

5

4

3

2

1

(119) (120) (118)Base: If buy brand

1.82 1.73 2.02Mean:


68

P20. What effect would have this product on your shopping habits if it was available in the places you use to shop ?

Change in consumption

53%

66%

60%

45%

32%

37%3%

3%

3%

It would totally replace thebrands or products that youcurrently buy

It would be used as analternative for the brands orproducts that you currently buy

It would be a totally newaddition that would not affectthe brands or products that youcurrently buy


(119)Győri Édes

Teához

(120)

(118)

Győri Édes

Győri Édes Tejjel dúsított

Base

69

SUMMARY AND RECOMMENDATION

70

Gy É Teához GyÉ Tejjel dúsított GyÉ Base 120 120 120

ConceptBuying intention 4.47 4.38 4.45Overall opinion about the product 4.61 4.57 4.53Evaluation of the price 3.28 3.17 3.28

Novelty and uniqueness3.53 Tej,

Édes 3.22 Édes 2.75Comparison with the usual consumed prod. 3.78 3.91 Édes 3.72This product is of high quality 4.63 4.71 4.66This product is rather for special occasions 2.33 2.26 2.08This product is rather for everyday consumption 4.36 4.45 4.48

This is a modern product 4.27 Édes 4.20 Édes 3.86This is a traditional product 3.33 3.58 4.05 Tea, TejThis is a new product 4.45 Édes 4.24 Édes 3.18This product has a good taste 4.39 4.4 4.57 Tea, TejThis product is for everybody 4.64 4.46 4.47

This product is rather for children 2.89 3.01 2.77This product is nourishing 4.46 4.58 4.59This product is made of natural ingredients 4.60 4.66 4.55This product is healthy 4.55 4.57 4.39Fits to the brand Győri Édes 3.33 3.47 Tea 3.51 TeaPackagingEvaluation of packaging 4.65 4.91 Tea 4.89 TeaRepresentation of the product on the pack 4.32 4.76 Tea 4.72 TeaEvaluation of the name of the product 4.22 4.47 Tea 4.67 Tea, Tej

Packaging size 4.82 Tej 4.5 4.88 Tej

Number of products per pack 4.88 Édes,Tej 4.32 4.70 Tej

Mean scores

71

Gy É Teához GyÉ Tejjel dúsított GyÉ Before tastingOverall evaluation 4.50 Tej 4.15 4.47 TejOverall appearance 4.59 Tej 4.1 4.51 TejScent ot the product 4.78 4.86 4.75

Colour of the product 4.37 4.424.68

Tea,TejSize of the product 4.92 4.83 4.93After tastingOverall evaluation 4.69 4.77 4.81Overall taste 4.74 4.74 4.89The sweetness of the product 4.73 4.78 4.85The softness of the product 4.72 4.83 4.78The crunchiness of the product 4.93 4.88 4.81This product is of high quality 4.63 4.71 4.75This product is rather for special occasions 2.12 2.14 2.05This product is rather for everyday consumption 4.47 4.49 4.54This is a modern product 4.28 Édes 4.25 Édes 3.89

This is a traditional product 3.45 3.634.03

Tea,TejThis is a new product 4.44 Édes 4.36 Édes 3.19This product is for everybody 4.69 4.52 4.64This product is rather for children 2.88 2.87 3.05This product is nourishing 4.48 4.63 4.55This product is made of natural ingredients 4.56 4.75 Tea,Édes 4.55Comparison with the usual consumed prod. 3.67 3.83 3.74Good value for money 3.33 3.25 3.29Buying intention 4.41 4.33 4.49

Mean scores

72

Summary- Concept level I.

The target group shows a strong, slightly higher intention to purchase the new “Tea” product and GyÉ

than the milky version. This latest is also perceived to provide a slightly lower value for money than the other

two biscuits. The most typical amount to buy is one pack. While the amount of the original version is a bit

higher than that of the others, its frequency of purchase stays behind that of the new variants.

Overall, all the tested biscuits are evaluated at the same, good level.

In terms of novelty and uniqueness, GyÉ Tea is found significantly more new and different than the other

two versions, however the milky one still significantly outperformed the benchmark. The original biscuit also

stayed dominantly behind the others at modernity due to its tradicionality.

All the concepts were found

of high quality

made of natural ingredients

nourishing

for everybody

healthy

for everyday consumption.

Regarding their perceived taste, the already known benchmark is thought significantly better than both the potential biscuits.

GyÉ as well as the milky version fit to brand Győri Édes significantly better than GyÉ Tea, very likely because its traditional biscuit shape.

73

Summary- Concept level II.

Package: The benchmark and the milky version are found significantly better than Tea version along:

package overall

product’s representation on the package

product name evaluation.

The traditional „Győri Édes” name is even siginificantly more liked than „Győri Édes Tejjel

dúsított”.

The packaging size is found just right in case of the new Tea variant and the benchmark, a bit

bigger is expected from the milky version.

Concerning the number of product per pack, Tea achieved outstandingly higher scores than the

others: while every 8th respondent share the opinion that the original GyÉ should contain more

biscuits, this score is significantly higer for the milky one (every 4th respondnent feels it).

74

Summary - Product level I. Before tasting: The target group found the Tea version significantly better than the benchmark concerning overall evaluation and overall apperance. The milky version stayed significantly behind the other two biscuits at these attributes.

The colour of the riginal GyÉ enjoys significantly higher acceptance than that of the others. The Tea version is thought not dark enough by more than quarter of the target audience.

Concerning their scent, the the milky version scored slightly better than the new products.

The size of the products are just right.

After tasting:Regarding the overall evaluation after tasting, all the products performed better than before tasting - especially the milky version.

The benchmark slightly outperfomed Tea and milky biscuits along overall evaluation and overall taste.

The biscuits were evaluated at the same, good level along the following attributes:

sweetness

softness

crunchiness.

Examining the image profile statements, the same picture can be seen as before tasting, except the natual ingredients content where the milky version scored significantly better than the others.

The target group shows a higher inention to buy the already know GyÉ than the others. The buying intention and the evaluation of the price stayed at the similar, high level as before tasting. The amount of purchase for the first time is dominantly higher after tasting than it was before.

75

Recommendation

Taking the findings into consideration, we would recommend

to launch the “Győri Édes Teához”

since:

it performed in line with the benchmark along all the tested attributes (except its

packaging achieved a lower enjoyment than that of the original GyÉ)

it is perceived significantly more modern, new and unique product than the benchmark

it is evaluated significantly better than the other potential version along overall opinion

and appearance before tasting, furthermore the Tea variant can elicit a slightly higher

purchase intention and provide a better value for money than the milky one.

76

DEMOGRAPHIC PROFILEBACKGROUND CHARTS

77

Product consumption

Győri Édes biscuit

Győri Háztartási biscuit

Pilóta Vaniliás karika

Pilóta töltött keksz

Pilóta Piskótatallér

Gyori édes Jó reggelt!

Győri Édes wafer

Albert

Parány

Győri Édes töltött keksz

Pilóta Mini

Korpovit

Hit

Detki biscuit

Madalenas / Magdalena

S10a Which biscuit brand have you eaten in the past 4 weeks ?

68%

53%

50%

46%

30%

34%

32%

32%

18%

14%

9%

9%

8%

12%

6%

61%

49%

48%

46%

41%

35%

25%

21%

23%

13%

12%

13%

9%

8%

3%

60%

59%

43%

40%

37%

35%

29%

27%

27%

12%

14%

12%

8%

5%

2%

Győri Édes Teához

Base : Total sample (120) (120) (120)

Győri Édes Győri Édes Tejjel dúsított

78

Product consumption

Győri Édes biscuit

Pilóta Piskótatallér

Győri édes Jó reggelt!

Pilóta Vaniliás karika

Győri Háztartási biscuit

Győri Édes wafer

Pilóta töltött keksz

Parány

Albert

S10b Which biscuit brand did you eat the last time? ?

27%

12%

10%

18%

8%

7%

8%

3%

4%

25%

14%

12%

6%

8%

7%

11%

8%

5%

23%

16%

12%

10%

14%

9%

3%

6%

2%

Base : Total sample (120) (120) (120)


79

Income / Educational background

Monthly income in household per head

78%

18%

5%

72%

23%

5%

7%

20%

73%35 000 -54 999HUF

55 000 -79 999HUF

80 000HUF orabove

6%

14%

58%

22%

8%

21%

53%

19%

51%

19%

18%

12%Primaryschool or

below

Vocationalschool

Secondaryschool

College /university

Highest education completed

Base : Total sample


Győri Édes N=120


Documents

1 Prepared for: Győri KekszMarch 2003 Presentation on Concept test of Győri Édes