Final Unifrutti Brand Health Evaluation - Phase 2 PPT

1Confidential & Proprietary ● Copyright © 2006 ACNielsen ● a VNU business

Brand Health EvaluationPhase 2 - Presentation of Findings

Prepared for

June, 2006

2

Confidential & Proprietary ● Copyright © 2006 ACNielsen ● a VNU business

Agenda

Campaign Details

Background

Research Objectives & Design

Research Findings

Conclusions & Way Forward

3


Background

● Unifrutti branded fruits have been present in the GCC for more than 15 years.

● Earlier this year Unfrutti has launched an advertising campaign to increase

awareness and preference of its branded fruits among fresh fruit consumers.

● Unifrutti’s advertising agency : Saatchi & Saatchi approached ACNielsen to conduct

a market research to assess the impact of the marketing initiatives on Unfrutti brand

health & perceptions.

● The research was conducted in two phases to understand

– Phase 1 : Conducted in (KSA : Sep – Oct 2005 , UAE : Jan – Feb 2006)

– Phase 2 : Conducted in (KSA and UAE : Apr-May 2006)

● This is a presentation of findings of Phase 2 of the study.

4


Agenda

Campaign Details

Background


Research Findings


5


Research Objectives

● Two Phased Approach

– Phase 1: Pre-campaign phase

– Understanding the category

– Awareness & usage

– Factors that drive purchase of branded fruits

– Brand Awareness & usage

– Source of awareness & recall of any advertising

– Brand perceptions & imagery

– Phase 2: Post-campaign phase

– Assess shifts on brand’s performance on key indicators.

– Understanding the efficacy of the ad campaign.

– Determine brand equity using the Winning Brands approach for Unifrutti and Competition.

6


Research Instrument

Face-to-face interviews with the target respondents.

Using a structured questionnaire with a mix of close and open-ended questions to

elicit rich responses.

Interviews were conducted with an estimated length of around 30 to 40 minutes.

7


Sample Break-up & Target Respondent

● UAE – 250 Interviews

– Abu Dhabi – 110

– Dubai – 90

– Sharjah – 50

● KSA – 225 Interviews

– Jeddah – 100

– Riyadh – 80

– Dammam – 45

● Target Respondent Profile

– Age Groups: Mothers in the age group 21-45 years

– SEC: B, C1, C2

– Nationality: Nationals, Expat Arabs & Asians (Only UAE)

– Should have bought branded fresh fruits themselves in the

last 1 month

9


Agenda

Campaign Details

Background


Research Findings


10


Pan–Arab Multi-Media Campaign

● Basic objectives of the campaign was to create awareness and positive associations for the brand.

● Common theme was selected for different fruits across all media vehicles.

Main Message

TV ADs

•Slogan was supported by complete text to educate consumer about the underlying theme

• For Apple, Orange & Grapes i.e. Unifrutti sticker is stick on the best fruit, an incident occurs and the fruits gets damaged then the Unifrutti sticker peels off from that fruit and glued to another best fruit kept aside”

Print and Outdoor ADs

•Separate ads were shown for each product.

•A common theme was adopted across all the print ads showing the Unifrutti sticker on the best fruit with underlying message that this sticker is “found only on the deserving fruit”

•Print ads were published in all the leading newspapers and magazines. Posters were placed across

Media Weight

Nov 2005 Jan – Apr 2006

TV 30% 80%

Print 16% 20%

Outdoor 53% Nil

11


Agenda

Campaign Details

Background


Research Findings


12


● Flow of Findings

– Impact on the Brand Health Measures for Unifrutti.

– Understanding the efficacy of the communication.

– Understanding Unifrutti’s position in sub-categories.

– Understanding the Brand Equity for Unifrutti and Competition.


Impact on the Brand Health Measures for Unifrutti.

14


Q. When it comes to branded fresh fruits, what brands can you think of?First mention – TOM, Other mention – Spontaneous Q. Now look at this card and tell me, are there any other brand of fresh fruits that you might have heard of?

Did the Unifrutti campaign help in building awareness for the brand?

TOM Awareness Total Spont Awareness Total Brand Awareness

4

8

14

23

52

81

0 50 100

Phase 1

Phase2

4

12

19

48

52

81

0 50 100

Phase 1

Phase2

Unifrutti - KSA

Unifrutti - UAE

● Salience has grown for

Unifrutti in both the

countries. The impact

is bigger in UAE with

significant

improvement in the

spontaneous score.

Base: UAE 250, KSA 225

78

61

88

75

99

98

0 50 100

Phase 1

Phase2

66

63

83

90

95

97

0 50 100

Phase 1

Phase2

Sharbataly - KSA

Chiquita - UAE● However the

established brands

Sharbataly and

Chiquita are quite

ahead on salience.

Dent made in

Sharbataly’s salience.

15


Ever Tried – Which of these branded fresh fruits have you ever tried?, Used in last 1 month – Which of these branded fresh fruits have you used in last 1 month?, Most Often – Which of the these branded fresh fruits do you consume most often.

Ever Tried Used in the last 1 month Use Most Often

42

75

25

60

4

21

0 50 100

Phase 1

Phase2

33

66

24

53

8

17

0 50 100

Phase 1

Phase2

95

100

92

92

82

71

0 50 100

Phase 1

Phase2

92

98

87

97

62

56

0 50 100

Phase 1

Phase2

Unifrutti - KSA

Unifrutti - UAE

Sharbataly - KSA

Chiquita - UAE

● Consumption for Unifrutti

increases across usage

measures. What do

sales figures indicate?

Has increase in brand awareness led to increase in trials?


● “Most often”

consumption for both

the key players has

dropped.

16


Q. Now thinking about the brands of branded fresh fruits that you use, for each of the following brand names that I read out, I want you to tell me which of these 3 statements best describe your buying pattern?

Buy Regularly Would Consider Definitely Won't Consider No Opinion

23

55

39

45

11

0

27

0 50 100

Phase 1

Phase2

23

60

50

35

8

0

19

5

0 50 100

Phase 1

Phase2

89

88

9

12

0

0

2

0 50 100

Phase 1

Phase2

86

93

12

7

0

0

2

0 50 100

Phase 1

Phase2

Unifrutti - KSA

Unifrutti - UAE

Sharbataly - KSA

Chiquita - UAE

● Regular purchases +

Consideration for

Unifrutti has increased

Thus consumer

disposition towards

Unifrutti is much more

positive.


Has the consumer disposition become more positive towards Unifrutti?

● Positive Disposition for

the leading brands

remains strong.

17


Impact on the Brand Health Measures for Unifrutti – A Summary

Post the media burst, significant improvement seen in • Awareness of the brand,• Trials for the brand• Positive disposition towards the brand.

The future challenge is to maintain the upward trends and close the gap with the leading brands.


Understanding the efficacy of the communication

19


40

17

10

4

6

3

45

23

12

10

8

7

Chiquita

Unifrutti

Del Monte

Goldland

BlueWhale

Royal Gala

Phase 1 Phase 2

Ad Recall

Total Advertising Awareness

53

9

16

12

30

17

7

3

Sharbataly

Unifrutti

Chiquita

Al Watania

Phase 1 Phase 2

KSA UAE

● Improvement in ad recall for Unifrutti.

● TV and Outdoor mainly contributing in an increase in the ad awareness scores for Unifrutti in KSA

Base: All Respondents – 225 each phase Base: All Respondents – 250 each phase

Phase 1 Phase 2Base All 225 225TV 1 12Outdoor 0 5Print 6 0In-store Promos 1 3Radio 0 0

Source of Recall for Unifrutti

Phase 1 Phase 2Base All 250 250TV 1 12Outdoor 8 11Print 2 8In-store Promos 8 8Radio 0 2

Source of Recall for Unifrutti

● Improvement in ad recall for Unifrutti.

● TV, Print and Outdoor mainly contributing in an increase in the ad awareness in UAE

20


Media Habits of Mothers (Target Audience)

Activities done daily KSA UAE

Base 225 250

% %

Read Print 19 53

Watch TV 90 95

Listen to radio 15 37

Surf the net 1 13

● TV is prime media across countries.

● Other media - Print, Radio and Internet popularity much lower in Saudi vis a vis UAE.

21


Four measures are important when evaluating an ad’s performance - EEPPIICC::

Empathy Empathy do consumers like the ad and is it relevant?

PersuasionPersuasion has the ad been successful in shifting consumers behaviour?

ImpactImpact is the ad being noticed and is it unique?

CommunicationCommunication has the ad been able to convey the key brand messages?

Ad Evaluation – ACNielsen Framework

22


Advertising task...

Persuasion (overall effect of Empathy, Impact and Communication)

Empathy

Impact

Your advertising should focus on one or two key objectives and on these you should measure your advertising.

Communication

No single measure of effectiveness is adequate to evaluate all ads at all times. “Effectiveness” can only be evaluated against what you and your agency intend the advertising to do.

23


Definitions

Empathy

● Personal Relevance - ‘Ad. is relevant to me as an individual’

● Absolute Likability - Likability of the ad. tested

● Relative Likability - Likability of the ad. tested in comparison to other ads. in the

fresh fruits category

Impact

● Visibility - Number of people who have seen the ad.

● Recognition - Brand recognition of the ad. tested

● Differentiation - ‘Is different to other fresh fruits ads.”

Communication

● Comprehension - ‘Most people would find easy to follow’

● Main message - Prompted communication

25


Unifrutti Apple Ad Description

“Shot opens in the fruit section of a supermarket. We see a pile of apples. As a woman’s

hand reaches for an apple from the top, another goes tumbling down the pile and onto the

floor. The woman picks the apple up from the floor and places it back into the pile and we

see the sticker that was on it peel off and float away, landing onto another undamaged,

fresh and healthy apple sitting nearby.”

26


How does the Unifrutti Apple Ad perform?

4

4.62.9

4.1

4 4.3

Unifrutti Apple Ad Norms

3.75.1

5

4.34

4.1

Unifrutti Apple Ad Norms

KSA UAE

● On 2 measures – Empathy and Communication - the ad performs on par with the norms in

KSA, and above norms in UAE

● The ad performs below norms across both the countries on Impact.

EmpathyEmpathy

ImpactImpact CommunicationCommunication

EmpathyEmpathy

ImpactImpact

CommunicationCommunication

27


58 58

1013

4

617

8

12 12Yes definitely seen it

Yes I think I've seen it

Unsure whether I'veseen it

Don't think I've seen it

Definitely haven't seenit

What has caused the low Impact scores for the ad?

Base: KSA 225, UAE 250

%KSA UAE

Visibility

Visibility (Definitely + Think I have seen it)

Branded Recognition (Correct Brand associated with the ad)

Differentiation

Norms 47 80 71

KSA Scores 20 53 47

UAE Scores 29 77 78

● Low scores on Impact driven by low visibility (cut through) and low branded recognition in both markets, differentiation low in KSA

%KSA UAE

37

15

10

8

53

77

Correct recall -Brand only

Incorrect recall

Don’t know/Can'trecall

Branded Recognition

%

63

2

33

21

20

15

27

63

Agree very strongly (5)

4

3

2

Not at all (1)

Don’t know

KSA UAEDifferentiation

Base: All Who Have Seen Ad = KSA 64, UAE 48 Base: All Who Have Seen Ad = KSA 64, UAE 48

30


Impact

(Branded Cut –

Through)

Empathy

(Appeal to Relevant

Target Audience)

Communication

(Right message)

Understanding the role of the communication – A Summary

End objective of the any campaign is to make consumers aware of the brand & persuade them to buy

Adequate Media Support Good Advertising Efficacy

+ =

Low Impact ability of the brand will have to be tackled by 1) Strengthening Branding of TV Commercial2) More media support / Intelligent media support to the communication. (Efficiencies can be brought into media planning as follows by using the more popular media, KSA : TV + Outdoor, UAE : TV + Print + Radio)


Understanding the Unifrutti’s Position in various sub-categories

32


Specific Probe : Which fruit is driving brand’s awareness scores?

Any Fresh Fruits (23%)

Apples (54%) Oranges (37%) Grapes (23%)



Unifrutti

KSA

Sharbataly

● Unifrutti derives awareness from mainly apples in KSA, apples and oranges in UAE.

● Sharbataly stronger on apples in KSA

Base: All Respondents – 225





Unifrutti

UAE

Del Monte

Base: All Respondents – 250

Spontaneous Brand Awareness



Understanding the way forward

Analyzing the Brand Equity for Unifrutti and Competition

35


Our belief on - What is Brand Equity

What consumers

do

What consumers

know

“The differential effect that knowledge about the brand has on consumer response to the marketing of that brand” (re: Professor Kevin Keller, The Fuqua School of Business, Duke University, US)

How Consumer Knowledge impacts What They Do

36


Consumer Based Brand Equity

Positive customer-based brand equity results when consumers respond more favorably to the marketing activities when the brand is identified that when it is not

The Pepsi Challenge” where consumers prefer

Pepsi in a blind taste test but choose Coke when the brand is exposed

Evian mineral water where consumers are willing to pay price premium as compared to ordinary tap water

Classic Examples:

37


The Winning Brands Model Identifies the Key Drivers of The Branded Fresh Fruit Category

What people do with brands (basedon their knowledge about the brand)

What people knowabout brands

PricePremium

Brand Loyalty

BrandEquity Index

BrandEquity Index

Awareness

Consideration

Association A

Association B

Association C

A strategy for a brand is then to see how well the brand performs on the things that really matter in the category. In order to increase the brand equity for that brand it should strengthen its associations on these, relative to other brands

38


7.93

4.16

2.34

1.36 1.11

0

1

2

3

4

5

6

7

8

9

10

Sharbataly Unifruiti Chiquita Al watania Del monte

Very Strong Brands

Strong Brands

Weak Brands

Sharbataly in KSA while Chiquita in UAE has very strong brand equity.Unifrutti is No.2 with a strong equity index in both markets

KSA UAE

6.74

3.86

2.622.02

1.53

0

1

2

3

4

5

6

7

8

9

10

Chiquita Unifruiti Del monte Goldland Dole

Brand Equity Index (Norms)

34%

41%

13%

12%

0% 10% 20% 30% 40% 50%

Less than 1.0

1.0 - 3.0

3.1 - 5.0

5.0 and above

Based on 2000 studies

39


Currently, in Saudi, Core Benefits and Awareness are important drivers in the category, In UAE creating awareness is very important.

Base: All Respondents

SAUDI

Awareness ( 28%)

Total = 100%

Consideration (0%)

Core Benefits(32%)

Believe in Brand (15%)

Mass Offerings (15%)

Familiarity (9%)

UAE

Awareness ( 55%)

Consideration (6%)

Believe in Brands(17%)

Core Benefits(11%)

Reputation (2%)

Visibility (9%)

Total = 100%

40


Currently, the needs are very basic, by only addressing these will makes ‘me too brand’ – We need to develop our own USP outside the arena of hygiene

factors… take initiatives in evolving the consumer

Core Benefits (32%)


Mass Offerings(15%)

Overall a good quality brand, 0.64

Is a Brand I can relate to, 0.58 Healthy , Nutritious, 0.57 Fruits are fresh, 0.57 Good Taste, 0.55 Good quality of fruits, 0.54 Is recommended by friends,

relatives, 0.54 Is a premium brand, 0.53 Good for the whole family, 0.52 Good value for money, 0.51 Has good packaging. 0.50 Energizing , revives you

physically, 0.47

Attributes as Drivers of Brand Equity

Familiarity (9%)

Brand I can trust, 0.56 Takes good care of fruits from

harvesting stage to customers, 0.52 Is preferred by children, 0.49 Natural, no artificial additives, 0.48

Is reputed, well-known brand, 0.52 Is easily available, 0.47 Has a large range of fruits, 0.45

Have good experience with the brand in the past, 0.50

Believe in Brand(17%)

Reputation (2%)

Visibility (9%)

Is a Brand I can relate to, 0.40 Have good experience with the brand

in the past, 0.40 Is preferred by children, 0.40 Natural, no artificial additives, 0.39 Brand I can trust, 0.38 Takes good care of fruits from

harvesting stage to customers, 0.38 Is recommended by friends, relatives,

0.37

Is a premium brand, 0.38 Is easily available, 0.35 Is reputed, well-known brand, 0.34

Has good packaging, 0.30 Modern , Trendy, 0.24 Has advertising that appeals to me,

0.18

KSA

UAECore Benefits

(11%)

Good Taste, 0.41 Overall a good quality brand,

0.41 Good value for money, 0.39 Good for the whole family, 0.37 Good quality of fruits, 0.36 Energizing , revives you

physically, 0.36 Healthy , Nutritious, 0.35 Fruits are fresh, 0.34

41


Let’s see our performance on the category drivers

BrandBrandEquityEquity

Brand Brand AwarenessAwareness

Brand Brand AssociationsAssociations

42


Mind Share vs Brand Equity – An ACNielsen Framework

Brand Equity Index

Bra

nd

Sal

ien

cy

(%

)

0

5

10

15

20

25

30

35

0 1 2 3 4 5

Awareness DrivenNeed to focus on strengthening brand’s image

Image DrivenNeed to focus on

strengthening quality of awareness

Brand 1

Brand 3

Brand 5

Brand 4 Brand 2

43


Mind Share vs Brand Equity

Brand Equity Index

Bra

nd

Sa

lie

nc

y

(%

)

-10

0

10

20

30

40

50

60

70

0 2 4 6 8 10




Sharbataly

Unifrutti

Del Monte

Al Watania Chiquita

-10

0

10

20

30

40

50

60

70

0 2 4 6 8




Chiquita

GoldlandDoleDel Monte

Unifrutti

Brand Equity Index

Bra

nd

Sa

lie

nc

y

(%

)

KSA

UAE

● Unifrutti needs to focus on increasing

quality of awareness – generate more

spontaneous awareness amongst the

consumers in both markets.

44


HighLow

High

LOYALTY

PE

NE

TR

AT

ION

REPERTOIREREPERTOIRE LEADERSLEADERS

NICHENICHEUNDEVELOPEDUNDEVELOPED

Leaders: These are brands that have a high penetration and have high level of commitment among their users.

Repertoire: brands with a high penetration, but lower loyalty. These brands are part of a consumer’s repertoire, but ones they buy occasionally.

Niche: These are brands that have lower penetration, but high loyalty among its users. These brands may be niche brands, either because of their positioning or because they fulfill a regional niche.

Undeveloped: These are brands that currently have lower penetration and lower loyalty.

Penetration: Users who ever tried the brandLoyalty: Proportion of Dependables (main brand) as a percentage of Trialists

Positioning – An ACNielsen Framework

45


Positioning

Brand Positioning Quadrant Analysis – KSA

Low

High

Sharbataly

Al Watania

Chiquita

Del Monte

Unifrutti

REPERTOIREREPERTOIRE

UNDEVELOPEDUNDEVELOPED

LEADERSLEADERS

NICHENICHE

PE

NE

TR

AT

ION

Brand Positioning Quadrant Analysis – UAE

Low

High

Chiquita

Goldland Del Monte

Dole

Unifrutti

REPERTOIREREPERTOIRE

UNDEVELOPEDUNDEVELOPED

LEADERSLEADERS

NICHENICHE

PE

NE

TR

AT

ION

Base: KSA 225, UAE 250

● While Unifrutti has clearly established itself as

the No. 2 brand in both markets, It needs to

increase the existing levels of loyalty (convert

occasional purchase to regular purchase) by

developing a strong positioning.


What is our brand’s unique proposition & positioning in consumers’ minds?

47


Let’s see our performance on the category drivers

BrandBrandEquityEquity

Brand Brand AwarenessAwareness

Brand Brand AssociationsAssociations

48


Currently, the needs are very basic, by only addressing these will makes ‘me too brand’ – We need to develop our own USP outside the arena of hygiene

factors… take initiatives in evolving the consumer

Core Benefits (32%)


Mass Offerings(15%)

Overall a good quality brand, 0.64

Is a Brand I can relate to, 0.58 Healthy , Nutritious, 0.57 Fruits are fresh, 0.57 Good Taste, 0.55 Good quality of fruits, 0.54 Is recommended by friends,

relatives, 0.54 Is a premium brand, 0.53 Good for the whole family, 0.52 Good value for money, 0.51 Has good packaging. 0.50 Energizing , revives you

physically, 0.47

Attributes as Drivers of Brand Equity

Familiarity (9%)

Brand I can trust, 0.56 Takes good care of fruits from

harvesting stage to customers, 0.52 Is preferred by children, 0.49 Natural, no artificial additives, 0.48

Is reputed, well-known brand, 0.52 Is easily available, 0.47 Has a large range of fruits, 0.45

Have good experience with the brand in the past, 0.50

Believe in Brand(17%)

Reputation (2%)

Visibility (9%)

Is a Brand I can relate to, 0.40 Have good experience with the brand

in the past, 0.40 Is preferred by children, 0.40 Natural, no artificial additives, 0.39 Brand I can trust, 0.38 Takes good care of fruits from

harvesting stage to customers, 0.38 Is recommended by friends, relatives,

0.37

Is a premium brand, 0.38 Is easily available, 0.35 Is reputed, well-known brand, 0.34

Has good packaging, 0.30 Modern , Trendy, 0.24 Has advertising that appeals to me,

0.18

KSA

UAECore Benefits

(11%)

Good Taste, 0.41 Overall a good quality brand,

0.41 Good value for money, 0.39 Good for the whole family, 0.37 Good quality of fruits, 0.36 Energizing , revives you

physically, 0.36 Healthy , Nutritious, 0.35 Fruits are fresh, 0.34

49


Importance

KSA – Brands show similar trends on imagery, market not differentiated, At absolute levels Sharbataly scores are higher

ImportanceImportance Performance (Top Box)67

83

73

79

73

79

77

64

68

71

76

68

77

62

77

72

68

81

83

72

55

50

54

55

51

54

52

41

54

39

45

58

39

51

52

42

39

42

39

33

29

35

35

38

38

33

33

37

25

26

34

40

32

32

38

22

37

33

37

54 Sharbataly

Unifrutti

Chiquita

Core Benefits (32%)

Believe in brand (15%)

Mass offerings (15%)

Familiarity (9%)

Energizing , revives you physicallyOverall a good quality brand

Good TasteFruits are fresh

Good for the whole family

Good value for money

Healthy, Nutritious

Good quality of fruits

Is a brand I can relate to

Has good packaging

Is recommended by friends, relatives

Is a premium brand

Natural, no artificial additives

Is preferred by childrenBrand I can trust

Takes good care of fruits from harvesting stage till endHas large range of fruits

Is easily availableIs reputed, well known brand

Have good experience with the brand in the past

50


ImportanceImportanceImportance Performance (Top Box)88

82

90

89

90

88

82

94

82

86

85

81

83

88

89

87

92

88

33

72

76

72

65

75

69

73

74

59

73

60

55

55

63

65

67

65

66

68

29

71

68

59

51

61

53

60

61

49

55

43

51

46

42

54

55

59

54

54

54

18

55

56

56

Chiquita

Unifrutti

Del Monte

Core Benefits (11%)

Believe in brand (17%)

Reputation (2%)

Visibility (9%)

Fruits are fresh

Overall good quality brand

Energizing, revives you physicallyHealthy & Nutritious

Good taste

Good quality of fruitsGood for the whole family


Have good experience with the brand in past

Is recommended by friends, relatives

Is preferred by children

Is a brand I can relate to

Takes good care of fruits from harvesting stage to customersBrand I can trust


Is reputed, well know brandIs easily available

Is a premium brand

Has advertising that appeals to me

Has good packaging

Modern, Trendy

In UAE as well – Brands show similar trends on imagery, market not differentiated, At absolute levels Chiquita scores are higher

51


Derived Importance Chart – KSA

0.64

0.58

0.57

0.57

0.56

0.55

0.54

0.54

0.53

0.53

0.52

0.52

0.51

0.50

0.50

0.49

0.48

0.47

0.47

0.45

0.27

0.26

0.21

Overall a good quality brand

Is a Brand I can relate to

Healthy , Nutritious

Fruits are fresh

Brand I can trust

Good Taste


Is recommended by friends,relatives

Is reputed, well-known brand

Is a premium brand

Takes good care of fruits from harvesting stage to customers



Has good packaging




Energizing , revives you physically

Is easily available

Has a large range of fruits

Has good promotions, offers

Modern , Trendy


52


Derived Importance Chart – UAE

0.41

0.41

0.40

0.40

0.40

0.39

0.39

0.38

0.38

0.38

0.37

0.37

0.36

0.36

0.35

0.35

0.34

0.34

0.31

0.24

0.18

0.10

0.09

Good Taste

Overall a good quality brand

Is a Brand I can relate to





Brand I can trust

Takes good care of fruits from harvesting stage to customers

Is a premium brand


Is recommended by friends,relatives


Energizing , revives you physically

Healthy , Nutritious

Is easily available

Fruits are fresh

Is reputed, well-known brand

Has good packaging

Modern , Trendy


Has a large range of fruits

Has good promotions, offers

53


Agenda

Campaign Details

Background


Research Findings


54


UAE

KSA

Conclusions

• Large Market (Higher

population)• Awareness and Core

Benefits like Freshness are

the current drivers• Consumers : mainly Arabs, • TV and outdoor are the

main media for

communication

Market and Consumer

Understanding

• Smaller market • Awareness is main driver.• Consumers : Large Expat

population• Multimedia – TV, Print,

Radio, Outdoor all effective

• Sharbataly a strong

heritage brand. • Strong across fruits• Brand not differentiated on

imagery.

Key Competition

• Chiquita a strong brand,

however thrives only on

bananas as a category.

Not as strong a Sharbataly

in KSA. Brand not

differentiated

• DelMonte an upcoming

(No.3) brand seems ready

to challenge the leaders

• No. 2 brand • Significant improvement on

awareness, trials and

positive disposition. • Drives equity from apples,• Currently a repertoire brand

with high trials but low

loyalty

Unifrutti Brand Status

• No. 2 brand • Significant improvement on

awareness, trials and

positive disposition. • Drives equity from apples

and oranges• Currently a repertoire brand

with high trials but low

loyalty

55


Way Forward for both Countries

Short Term : • Continue the ad support to increase familiarity with the brand.• Improve branding in the communication. • Media Selection : KSA - TV + Outdoor UAE – TV +Print + Radio + Outdoor

Long Term : • Understand the higher order needs for consumers and evolve the category. This is likely to also create more consumer loyalty.

• Drift away from activities that will boost short term sales but may impact brand equity.

• Sale Promotions on small sized bananas in Carrefour.

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Building Better Brands

Documents

Final Unifrutti Brand Health Evaluation - Phase 2 PPT