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JML Brand Review. Presentation of Research Findings November 2007. Agenda. Objectives and Method Main Findings Quantitative Appraisal of JML Brand Qualitative Perceptions of JML Brand Product Review Brand Stretch & New H&B Product Appraisal Conclusions & Recommendations. - PowerPoint PPT Presentation
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JML Brand Review
Presentation of Research Findings
November 2007
2
Agenda
Objectives and Method Main Findings
– Quantitative Appraisal of JML Brand– Qualitative Perceptions of JML Brand– Product Review– Brand Stretch & New H&B Product Appraisal
Conclusions & Recommendations
3
Research Objectives
Overall to provide health check on JML brand and how it sits with more health and beauty products
The research aimed to understand:
General awareness of the JML brand amongst consumers and evolution since 2004
Consumer perceptions of JML brand generally and on key performance criteria: value for money, innovation, quality, solving problems and availability
Views of a number of key products and their communication Whether the JML brand can stretch to more health and beauty
products especially hair removal cream, eye patches and anti-snoring product
Whether JML branding is needed and necessary on the new JML products before large-scale roll-out - or whether it acts as a barrier to purchase
4
Method & Sample (Quant)
Fieldwork conducted 27th September - 3rd October 2007
2,009 face to face interviews
•UK nation-wide omnibus•Sample representative of adult population of UK
5
Method & Sample (Qual)
4 x discussion groups (6-8 respondents for 90 mins):
• 2 with JML product purchasers, 2 with non-JML product purchasers• half sample purchasing anti-wrinkle cream, hair removal cream or anti-snoring products• spread of ages 25-55, BC1C2D, predominantly female• all regular shoppers at Boots, Asda or Woolworths• half sample Sky customers• groups conducted in London and Manchester
10 x accompanied shops (1 respondent each for 45 mins):
• 5 with JML product purchasers, 5 with non-JML product purchasers• all sample purchasing anti-wrinkle cream or hair removal cream• spread of ages 40+, BC1C2D, all female• all regular shoppers at Boots, Asda or Woolworths• half sample Sky customers• accompanied shops conducted in Woolworths Harrow (St Ann’s Road)
Fieldwork conducted w/c 5th November
Quantitative Appraisal of Brand Awareness & Perceptions
7
Awareness of JML
Awareness of JML (name and logo) has increased significantly since 2004
Awareness of JML (%)
Base: all (2,009)
Higher levels of Awareness of Name %25-34 5135-44 52Wales 38
30
4145
41
5256
0
10
20
30
40
50
60
Aware ofName
Aware of Logo Total Aware
20042007
Lower levels of Awareness of Name %55-64 3165plus 22London 21
8
Purchase of JML
Similarly, significant increase in penetration of JML products
Higher Incidence %35-44 2445-54 23Wales 25Yorks/Humb 22
11
17
0
5
10
15
20
25
2004 2007
Lower Incidence %16-24 1365plus 9London 7
Ever Purchased a JML Product (%)
Base: all (2,009)
9Sources of Household Gadgets & Convenience Products
Marginally ahead of Tesco, B&Q remains most popular source of household gadgets and convenience products
Source of Purchase (%)
6
9
14
30
37
37
38
49
52
6
6
17
40
45
46
50
0 10 20 30 40 50 60
Makro
Robert Dyas
Debenhams
Boots
Wilkinsons
Woolworths
Asda
Tesco
B&Q
20042007
Base: all (2,009)
10
Advertising and Promotions
TV ad most likely influence on purchase, ahead of mail order catalogue and demonstrations by sales people in store
Likelihood of Purchase (%)
3224 22
15 11
8
33
34
05
1015202530354045
Ad on TV Mail OrderCat.
DemoSales
Person
Video inShops
TVShoppingChannel
Very likelyFairly likely
Base: all (2,009)
11
Purchase Motivators
Purchase Motivators (%)
38 36 3832 30
13
58
1114
0
10
20
30
40
50
60
Goodquality
Good VFM Solves aProblem
EasilyAvailable
InnovativeIdea
Very likelyFairly likely
Quality, value and problem solving are all potent motivators to purchase - innovation less of an obvious influence
Base: all (2,009)
12
Image of JML
Image of JML (% apply)
66 6962
5660
29
1924
2829
0
10
20
30
40
50
60
70
80
VFM Availability Innovation SolvingProblems
Quality
PurchasersNon Purchasers
Purchase motivator ranking2nd 4th 5th 3rd 1st
Significant differences between those who have, and those who have not, purchased JML products - quality an issue for non purchasers
Base: all aware of JML (1,125)
13
25
30
35
40
45
50
55
60
65
30 40 50 60 70 80
QualitySolves problems
VFM
Availability
Innovative
Image vs Purchase Motivation - Buyers
JML Stronger Image
Stronger
Purchase
Motivator
Strong image amongst buyers of JML products
% applies to JML
% influence purchase
Base: all purchasers of JML (345)
JML Buyers
14
25
30
35
40
45
50
55
10 20 30 40 50
QualitySolves problems
VFM
Availability
Innovative
Image vs Purchase Motivation - Non Buyers
JML Stronger Image
Stronger
Purchase
Motivator
Suggestion that JML communications could work stronger throughout, but particularly to create quality and problem solving associations amongst non purchasers
% applies to JML
% influence purchase
Base: all aware but non purchasers of JML (713)
Non Buyers (Aware of JML)
Qualitative Perceptions of JML Brand
16Brand Associations - Customers
Channel-related• Pound shops, market stalls• Woolworths & Boots• Cheap shops• TV/shopping channel• website• Betterware & Lakeland
Product-related• Blue step, multi spanner• Gadgets• Unusual• To care for the home• Things you didn’t realise you needed/didn’t think of buying• Add usefulness to existing products• Good products• Old fashioned packaging
Marketing-related• TV & in-store ads• Eye catching & inspiring in-store activity• Ads demonstrate problem-solving & practicality of products• Good, straightforward ads• Sexy voice
Brand-related• Innovative• Solutions to HH problems• Easy and simple• Cheap/vfm• Reliable• Inferior quality• Excellent, different, original• Effective and practical/user friendly• Own brand• American (few)
Positive associations reaffirm core brand values: innovative, solving problems, available and vfm
17Brand Personality - Customers
• Middle aged• Middle of the road• Person with ideas• Practical
Not a safe personality - from consumer friendly (Branson) to slightly dodgy but finds safety in its accessible, middle of the road feel
18Brand Associations - Non-Customers
Channel-related• Woolworths, Boots & Debenhams• Betterware• Website
Product-related• Kitchen gadgets• Ironing cover• Bikini trimmer, stick on bras• Household products• HelpfulMarketing-related• In-store TV ads
Brand-related• Innovations• Not necessities• A bit of everything• Not a specialist• User friendly• Reliable• Concessions• Yellow and blue• Cheap• Not well known• American• A bit of everything
Views of JML brand amongst non-customers have formed through superficial perceptions of products they have noticed in-store
“It feels quite American rather than geared towards the UK. I’m not surprised
they have channels onSky”
[Male, Non-Cust, Manc]
Product Review
20
Doktor Power
• TV ad communicates easy, cleans all surfaces, one wipe, and all in one (saves having lots of different products)• Feels like would not have to work too hard• Buyers enthusiastic• Fiver OK since replaces a number of other products
• Some (males) cynical about TV ad• On handling product, some issues:
• sponge does not look like it will last• odour• harsh looking product • feels like it will be harder work
• Packaging too cheap• Expensive if it fails - would like trial size at trial price
Mixed reactions here - a minority of customers only would buy (influenced by existing buyer); for others, issues of trust and cost
+ -
“It almost looks too good to be true. You can clean almost anything with it”.
[Male, Customer, Manc]
21
Jumbo Eraser Block
• Research effect: • some in groups had purchased and influenced others• mini eraser shown impacted on perceptions of value
• Packaging disappointing, not solid enough, not impressive• Needs a container to be re-usable• Question whether is re-usable• Sense that will have to scrub hard so may only use for stains (so for young families)• TV ad lacks credibility for some
Such a departure from usual cleaning products makes this a more challenging product to sell
22Gem Styler & Fashion Magnets
Products are appealing and original but target market let down by price and/or packaging
• Gem Styler thought to be good gift for young end of teenagers• Unique• No adhesive so good for washing• Substantial packaging• Want to be able to order more studs so lasts longer• Fashion Magnets more of a stocking filler• Fun for kids • Like versatility• Innovative
• Gem Styler feels too costly (unless can re-order studs for some)• Concerns over quality: will it work on all materials including leather• Fashion magnets: weak packaging undermines product• Too cheap looking for real gift• Feels like pound shop purchase• Thus way too expensive
+ -
23
Classic Pen Set
Product was totally rejected by sample on the basis of lack of need, cheap and tacky looking, old fashioned
• Total rejection• Emphasis on fountain pen underlines old fashioned gift• Expensive• For older people
24
Oven Glove
Product with some potential, however pricing or number of gloves included would need reviewing
• TV ad did quite a good job of making the product seem attractive• Stocking filler for Gran or purchase for self• But disappointing when looked at product
• Only one glove• Too large - one size doesn’t fit all• Feels rough and unpleasant
• Too expensive for only one glove
25
MagniCard
Seemingly very successful product with genuine practical benefit, cheap enough to purchase
• TV ad sells Magnicard card well• creates sense of relevance & immediate usefulness• practical applications
• For more mature respondents, complete winner with high levels of claimed take-up
• for younger, some would buy as gift• Awareness of cheaper version in £ shops
• although some very poor experiences of quality
• Packaging misleading due to thickness• Feels good vfm at £4.99
Potential for Brand Stretch
27Categories Associated with JML
In the Kitchen• core JML territory• wide scope from cleaning to gadgets to electrical
Cleaning• core JML territory• no issue understanding what would go in here• BUT overlap with Around the House and In the Kitchen
Around the House• felt to be too vague a category, unsure of content• combination of other JML categories (cleaning, DIY, kitchen etc.)
DIY & Motors• good fit with brand• paint, brushes, ladders etc.• scope for imaginative solutions & efficient car cleaning products
Core categories relate to home solutions, especially cleaning, utensils & DIY
28Categories Associated with JML
Beautiful You• not associated with brand & poor fit with product portfolio (non-customers espec)• many unsure of content, some thought would include body suit, strapless bra etc.• could include cotton wool• name felt to overly focus on self
Fitness & Well Being• mixed views• for many, focus on eqpt (like Argos), some begin to develop concept of ingestible products (e.g. vitamin/body-building supplements)
H&B not obvious categories for JML & labeling on website will need to be more explicit
“I’d be nervous about buyinganything that touches my skin fromJML. But I might buy a razor”.
[Female, Non-cust, Manc]
29
Other Potential Categories
Pet Supplies
Room for brand stretch but ‘medical’ initially making customers / potential customers nervous - may need sub brand
Sports
Electrics
Gadgetry
Gardening
Hobbies & Crafts Children
Medical
• Fear of failure has high risks• Bad publicity re Chinese toys recently
30Purchasing Anti Wrinkle Products
Branded products dominate this market– Currently purchased include Boots own brand, Simple, Clarins, L’Oreal, Oil
of Olay– Brand is significant for consumers as reassuring of absence of potential
allergies/negative reactions as well as enhancing potential for effectiveness
Boots, Asda and Tescos are the main purchase points for these items On pack information is important
– Research tests adds to reassurance – Indication that the skin will not become inflamed, natural ingredients
(aloe, almond oil, vitamin E) – Words which appeal to consumers include ‘lifting’, ‘toning’ and
‘strengthening’– Quality packaging communicates quality of product
Price sensitivity weaker for this type of product but still sample not going > £20+
Recommendations from friends and family is important– As is marketing & celebrity endorsement to create desire and trial (e.g.
hype around No.7 Protect & Perfect serum)
Brand plays a driving role in selection of anti wrinkle products and marketing helps drive choice in a very busy marketplace
31
Radiance
Perceived as quite unique product so trust issues and need to trial Those most positive (older) perceived as top-up to usual anti-
wrinkle products– Likely to use on special occasions, e.g. when going out– £9.99 at limit of acceptability for occasional use– Both advertising and packaging enhanced appeal, felt scientific and easy to use– JML branding helpful in bringing belief and credibility to product– For non JML customers, helped with more positive view of brand– For JML customers just enhanced reassurance
Those more negative (younger) were generally sceptical– Advertising oversells product (miracle cure)– Very short term results at best– Makes similar claims to current product without recommendation or known
brand– Good look packaging (professional & fresh) though some preferred jar-
based– At fixture though, many confused for contact lens product– Requested testers – £9.99 feels expensive if everyday product
Crucially Radiance appeals to core target market but also succeeds in improving brand perceptions on quality through packaging for all
“The product looks interesting but at first glance I thought it was
contact lens cleaner”.[Female, Cust, Harrow]
32Purchasing Hair Removal Products
Once again, brands important to provide reassurance of not being damaging to skin and having good results– Brands currently purchased include Veet (Immac), Nair
and Jolene– Some had almost historical relationship with brand
Key critical success factors are:– Whether the product is good for sensitive skin
(fearing red blotchy skin) – Its efficacy – Ease of use/how messy
Boots and Tesco again main purchase points Price is deemed less importance because narrow
competitive price bracket
Once again, brand driven market though lack of true choice (e.g.few branded products, not many price points) not always top of mind
33
Liso
Mixed reactions to the promo– Some liked expert view whilst others were very cynical– Felt very repetitive but easy to use– However, differentiation from competitor products not always
obvious Product has appeal via perceived simplicity of
application, spray mechanism less messy than creams and less odour– Exfoliating action different and implying less harsh
Want to know whether relevant to sensitive skins But lack of brand reputation weakens appeal
– For some, JML would have helped Canister and to some extent packaging off putting
– Looked either too masculine or utilitarian Price too high for this type of product vs. competitors
– But bottle feels heavy so some thought it would be vfm
Product appealed but price put many off; packaging could be improved and JML branding would enhance trust
“The product looks good but the price is more than I normally pay, there’s no incentive to try it”.[Female, Non Cust, Harrow]
34
Snore Relief
Most see as potential solution to fairly common & aggravating problem
However, issue of credibility for many– Question why only works for 80% of cases– Perception of over claim and if it is as good as this it would
be a ‘wonder drug’– Though minority thought if price OK then could trial
Mention of natural ingredients very important for some– High visibility on packaging a positive
Also, reassurance & confidence built through mention of Fountain Health– But generally no issues with JML involvement in this ingestible– Branding discreet enough thus would not always have been noticed
Packaging has quality feel
Difficult to give proper feedback on product since audience was generally not buying anti snoring products
Note: very few buyers across sample thus more theoretical results– More likely to inform about category– Amongst buyers, some were totally rejecting of ingestible anti snoring products
35
Impact of Fixture
Location unpopular & unhelpful in generating credibility for products– Placed near household products slightly incongruous (but store
itself not a natural destination for category)– JML slimming needed to be closer to give greater sense of category– Critical to be sensitive to other product categories around
Respondents were drawn to the bright blue eye on Radiance – However, confusion with contact lenses product
Fixture looks unlike traditional health and beauty– Location in-store, samples, mirrors, testers, offers– For some skin product next to eye product was also unnatural– JML shelf edge strip feels more for tools or sports
Presence of JML logo at fixture critical to reinforce trust– Concept of big co. as recourse
Suggested improvements included samples, trial sizes and posters advertising products’ arrival
Good stand out of fixture and appeal of JML brand may have driven sales but much could be done to enhance fixture further by making it more H&B
36
JML Branding
JML customers seemed to reject in principle idea of JML branded health products
However, quality of packaging & advertising of products tested helped entice
Within this context JML brand (often equated with quality and trust for customers) helped to reassure thus was seen as key
Non JML customers however do not have similar associations with brand– Thus here JML branding generally more likely to bring product
quality down– However, those most interested in products felt that appeal and
quality feel of packaging did not need reassuring brand– JML then could benefit from being associated to these products
Some compared category to Atmosphere (Primark) and George (Asda)– Useful to have sub-brand which speaks to consumers
Issue of JML branding relates to whether JML wishes to broaden & increase market penetration or whether wishes to generate product sales
Conclusions & Recommendations
38
Conclusions (1)
Significant increase in awareness of JML brand since 2004 especially amongst younger market– Market penetration has also increased amongst this target
Brand perceptions are very strong amongst customers across all brand values– Non customers obviously provide a different picture– Whilst vfm, availability and innovation tend to be
associated with the brand, quality is suffering– Qualitative data essentially demonstrates that non
customers view JML as cheap and cheerful with some ‘tacky’ connotations
Thus surprising perhaps that product testing amongst non customers indicated that whilst the brand perceptions did not change, the products were seen as costly– Since lack trust in brand, would need testers or mini size
to trial– Customers generally more positive though packaging can let
down
JML has generated success over the last three years resulting in increased awareness and broader market reach
39
Conclusions (2)
The JML brand mostly associated with cleaning, DIY and other household products can stretch into electricals, pets, sports etc– But health is more complex category where fear of
failure is at forefront of consumers’ minds and more is at risk than money
However, all products tested researched reasonably well amongst a core audience and absence of credentials in this area does not diminish appeal– No doubt though that JML customers need trust and
reassurance enhancement provided by the brand– For non customers, it is actually the brand which would
benefit from being associated with the products The fixture in-store could however be improved to
bring it more in line with other similar products
JML branding should appear on the new health products - either reassures potential buyers or helps the brand grow
40
Recommendations
On products worth around £10+, packaging needs to look more expensive and substantial– Will help enhance quality feel– May create more appeal amongst those with no JML experience
Health/beauty category needs to have a unique & consistent in-store look and feel– Even in Woolworths, needs to be more feminine and allow for opened samples, mirrors, testers etc.
JML branding needs to appear on all products– Though more discreetly on health items