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Presented BY: DMZ Consulting Group
Zheng Zhong, Mei Zi, Mengdi Dai
Yoplait Light Ad Campaign
2
Agenda
Background
Research Objective
Research Methods
Key Findings
Conclusion
Recommendations
3
Executive Summary Four potential Yoplait Light TV ads were created to test consumers’reactions towards these advertisements.
Research was conducted among 5478 respondents to find out whether the ad campaign worth $25 million.
Four assumptions were tested in this study, the findings show that
• Respondents with positive evaluations are more likely to purchase the products.• Storyline conclusion drives the evaluation of the ads.• Positive ad metrics may lower consumers’ ability to recall the brand.• Respondents with positive evaluations to the ads are Yoplait’s target audience.
Conclusion: It worth it! Further research or investigation could conducted to measure the actual
purchase behavior , improve the brand recall and design relevant marketing activities to attract our target consumers.
4
Yoplait
2010 2011 2012 20131250
1300
1350
1400
1450
1500
1550
1491.2 1499
1418.5
1352.6
Se-ries1
Net Sales in M
illion U.S. D
ollars
20102011 2013
2012
Yoplait
Dannon
Chobani
Stonyfield Farm
Private Label
Others
0% 5% 10% 15% 20% 25% 30%
Yogurt Market Share in U.S. (2012)
5
Yoplait 2010
2011 20132012
• Dannon controls 27.8% of yogurt sales, compared with 25.8% for General Mills' Yoplait in 2013.
• Yoplait lost market share in the past few years due to the rise of Greek-style yogurt.
• General Mills’s new products including Yoplait Greek yogurt contributing to net sales growth in Q1, 2013 8%
• A big chunk of the profit decline in General Mills’ U.S. business came from its Yoplait division in 2014; while Yoplait Greek yogurt drives General Mills’s sales increased 34%.
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Yoplait Light Ads
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Research Objective & Assumptions
Examine the effectiveness of the Yoplait Light advertisements
Worth $25 Million?
1 . Respondents with positive evaluations are more likely to purchase the products.
2 . Storyline conclusion drives the evaluation of the ads.
3 . Positive ad appeal positively correlated with brand recall Negative ad appeal negatively correlated with brand recall.
4 . Respondents with positive evaluations to the ads are Yoplait’s target audience.
Female Between 25 to 49 Eat Yogurt At Least Once a Week
8
Yoplait Light Ads
• The survey was conducted among 5478 respondents to gain insight regarding attitudes toward the 4 Yoplait ads.
• There are 1680 valid data after the data cleaning process. The respondents were asked to rate their moment to moment response on the 4 ads on a 0-10 scale, starting from neutral (5).
• Trace above 5 means the ad is positively appealing to the respondents and below 5 means the ad is negatively appealing,
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Research Methods1 Respondents with positive evaluations are more likely
to purchase the products.
2 Storyline conclusion drives the evaluation of the ads.
Positive Ad Appeal Brand Recall Negative Ad Appeal Brand Recall
Correspondence Analysis
Principal Component AnalysisMultiple Regression Analysis
3
Respondents with positive evaluations to the ads matches the characteristics of Yoplait’s target audience. Cluster Analysis
Factor AnalysisMultiple Regression Analysis
4
10
No Change
Much More Likely
Somewhat More Likely Somewhat Less Likely
Much Less Likely
Rows and Columns Points ( Simmons)
Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration
Cluster 1 Cluster 2 Cluster 3 Cluster 4
11
Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration
1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930310
1
2
3
4
5
6
7
8
9
10
1234
Moment in the Ad
Level of Aff
ect
Cluster Response of Yoplait ( Simmons) AdCluster 3
Cluster 2 Neutral GroupNo Yogurt PleaseYogurt LoversNo Richard Simmons
Richard Simmons
Appears Again
Richard Simmons Appears
Yoplait Yogurt Shows Up
12
Rows and Columns Points ( Seamstress)
Much More Likely
No Change
Much Less Likely
Somewhat Less Likely
Somewhat More Likely
Correspondence Plot Shows The Association Between The Clusters and Purchase Intent
Cluster 1 Cluster 2 Cluster 3 Cluster 4
13
Correspondence Plot Shows The Association Between The Clusters and Purchase Intent
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 310
1
2
3
4
5
6
7
8
9
10
1234
Moment in the Ad
Level of Aff
ect
Cluster Response of Yoplait ( Seamstress) Ad
Yogurt Lovers No Yogurt PleaseNeutral GroupPotential Yogurt Lovers
Yoplait Product Appears
Cluster 1
Cluster 4
Cluster 2
Cluster 4
14
Rows and Columns Points ( Kitchen)
Somewhat Less Likely
No Change
Much Less Likely
Somewhat More Likely
Much More Likely
Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration
Cluster 1 Cluster 2 Cluster 3 Cluster 4
15
Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 310
1
2
3
4
5
6
7
8
9
10
1234
Moment in the Ad
Level of A
ffect
Cluster Response of Yoplait ( Kitchen) Ad
Potential Yogurt LoversNo Yogurt PleaseYogurt Lovers Neutral Group
Husband Looks Through
RefrigeratorYoplait Product Appears
Cluster 3
Cluster 2
16
Much Less Likely
Somewhat Less Likely
No Change
Somewhat More Likely
Much More Likely
Rows and Columns Points ( Knitter )
Correspondence Plot Shows The Association Between The Clusters and Purchase Intent
Cluster 1 Cluster 2 Cluster 3 Cluster 4
17
Correspondence Plot Shows The Association Between The Clusters and Purchase Intent
1 2 3 4 5 6 7 8 9 10 11 12 13 14 150
1
2
3
4
5
6
7
8
9
10
1234
Level of Aff
ect
Moment in the Ad
Cluster Response of Yoplait ( Knitter) Ad
Yogurt Lovers No Yogurt PleaseNeutral GroupPotential Yogurt Lovers
Yoplait Product Appears
Cluster 1
Cluster 2
18
Positive Ad Appeal vs. Brand Recall Summary Regression Explaining Retrospective Evaluations of
Yoplait ( Simmons) Ad with Principal Component Scores
Storyline Conclusion drives the evaluations
19
Summary Regression Explaining Retrospective Evaluations of Yoplait
( Seamstress) Ad with Principal Component Scores
Positive Ad Appeal vs. Brand Recall Positive evaluation overshadow
brand recall Conclusion drives the evaluationsStoryline Conclusion drives the evaluations
20
Summary Regression Explaining Retrospective Evaluations of Yoplait
( Kitchen) Ad with Principal Component Scores
Positive Ad Appeal vs. Brand Recall Storyline Conclusion drives the evaluations
21
Summary Regression Explaining Retrospective Evaluations of Yoplait
( Knitter) Ad with Principal Component Scores
Positive Ad Appeal vs. Brand Recall Storyline Conclusion drives the evaluations
22
Ad Appeals
Positive Ad Appeals Interesting , Eye-catching, Memorable, Give me more positive attitude, said something important, For someone like me, Told me something new, Funny, Unique, Engaging
Negative Ad Appeals Offensive, Confuse, Insult my Intelligence
Ad Appeal vs. Brand Recall
23
Ad Appeal vs. Brand Recall
Yoplait Ads Independent Variable
Estimates Coefficients of
Consumers Purchase
Consideration
SimmonsPositive -0.47
Negative -0.322
SeamstressPositive -0.48
Negative -0.273
KitchenPositive -.497
Negative 0.282
KnitterPositive -0.431
Negative 0.317
Relationship Observed between Ad appeal and Brand Recall
24
Cluster Profiling
Age 25-49
25
Cluster Profiling
s1 s7 s13 s19 s25 s31 s37 s43 s49 s55 s61 s67 s73 s79 s85 s91 s97 s1030123456789
10
Cluster 1 Cluster 2 Cluster 3 Cluster 4
Cluster Response of the Yoplait AdsCluster 1
26
Conclusion
Target consumers response positively to all 4 Yoplait Light ads.
Respondents with positive evaluations are more likely to purchase the products.
Positive ad appeal positive correlated with brand recall.Negative ad appeal negatively correlated with brand recall.
1 Conclusion drives the overall evaluation of the ads.
However , Positive ad metrics may lower consumers’ ability to recall the brand.
3
2
4
X
27
Conclusion
Yes , It worth $25 Million
28
Recommendations
1 . Planning a research design that helps to measure
impact on actual purchase behavior.
2 . Assuring brand image and product information are not overshadowed.
3. Designing follow up marketing campaigns to deliver
the right message to the right people.
29
Thank you!
30
Appendix
Simmons Ad
31
Appendix
Seamstress Ad
32
Findings
Kitchen Ad
33
Findings
Knitter Ad
34
Factor Analysis - Simmons
35
Factor Analysis - Simmons
36
Factor Analysis - Simmons
37
Factor Analysis- Kitchen
38
Factor Analysis- Kitchen
39
Reliability
40
Factor Analysis- Knitter
41
Factor Analysis- Knitter
42
Reliability
43
Factor Analysis - Seamstress
44
Factor Analysis - Seamstress
45
Reliability
46
Principal Component Analysis
Simmons Ad
47
Principal Component Analysis
48
Seamstress
Principal Component Analysis
Seamstress Ad
49
Principal Component Analysis
50
Principal Component AnalysisKitchen Ad
51
Principal Component Analysis
52
Principal Component AnalysisKnitter Ad
53
Findings
54
Cluster Profiling
55
Findings
56
Findings
57
Multiple Regression
Seamstress Ad
58
Knitter Ad
Multiple Regression
59
Kitchen Ad
Multiple Regression
60
Simmons Ad
Multiple Regression