Consumer Insights Research Qualitative Report February 2013 Prepared for AZ M anufacturing EAM Lowe Pimo 2 Presentation Outline Objectives 3 Methodology A qualitative study was conducted in Greater Beirut with ID: 339768
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Duvrai MayonnaiseConsumer InsightsResearch Qualitative ReportFebruary 2013
Prepared for AZ Manufacturing/ EAM/ Lowe PimoSlide2
2Presentation OutlineSlide3
Objectives
3Slide4
Methodology A qualitative study was conducted in Greater Beirut with:Females and malesBC social class consumers
Consumers of mayonnaiseDecision makers on brands of mayonnaiseIn total, 6 mini focus groups were conducted on February 6th till 11th 2012 as per the following sample:
4
MFGDs
FemalesMales
25-35 yrs2 groups-
35-45
yrs
1 groups
-
45-55 yrs
1 group
-
30-40
yrs
1 group
1 groupSlide5
Key Research FindingsConsumer InsightsSlide6
6
Mayonnaise Consumption Habits Brands awarenessCategory consumption habits
Purchasing habitsSlide7
Brands Awareness And Consumed 7
Brands aware ofLesieurKraftAl-
Wadi Al-
Akhdar
HeinzDolly’sMazolaChtouraReddy
Plein SoleilAl-MonaAl-Yamama
Brands Consumed
Lesieur
(most consumed)
Kraft
Al-
Wadi
Al-
Akhdar
Dolly’s
Mazola
Chtoura
Reddy
Plein Soleil
Al-MonaSlide8
Consumption HabitsHow is mayonnaise consumed
With chicken With Salad SaucesWith Sandwiches With Fast Food (Hamburger/ Chicken burger)With Sea Food (Tuna/ Crab)
Frequency of consumption
1 to 4 times per week
Eating occasionsLunch
Dinner Place of consumptionIn Home (Mostly)
Out of home (in trusted/ well known
places)
Mayonnaise Consumption Habits
8Slide9
9Normal vs. Light Mayonnaise People consume the normal Mayonnaise more than the light Mayonnaise for the below reasons:
A slight difference between the 2 variants is perceived, so the normal one is preferred The mayonnaise is mostly consumed with fast food/ fatty meals, so no matter if the mayonnaise was light or not The normal mayonnaise is more tasty than the light The light mayonnaise is healthier than the normal, but both of them are not healthy
The normal mayonnaise has a lighter color than the light mayonnaise Slide10
Category Purchase Habits10
Purchase HabitsWho purchaseHousewivesBrand decisionHousewives
Children
Place of purchase
Supermarket (most of the time)Minimarket (on shortage)Quantity of purchase4 to 8 small size per month (for the small family : 3-4 persons)4 to 6 medium
size per month (for the big family: more than 4 persons)1 to 2 large size per month (for big dinners)
People tend to purchase the small size of Mayonnaise since they consider it a delicate product :
Made from eggs
Quantity is suitable for single usage
Unable to store for a long time Slide11
Purchasing Parameters 11People look at the below parameters when they want to buy Mayonnaise (listed in qualitative hierarchy):
The Expiry date
The color of the mayonnaise
The promotions
The Price
The brand name
The taste
The expiry date is very important since it’s a delicate product and can be toxic
People look for the promotions made by the brand they used to consume or a similar famous brand
The color of mayonnaise is visible through the glass
Price indicates the quality of the product at less than 2500 LBPs mayonnaise is feared to be of low quality
The brand name is a matter of trust for such a product
People tend to purchase the mayonnaise they have tasted beforeSlide12
Category Consumption Habits- Verbatim12
I don’t like to take the risk of eating the mayonnaise out of home unless in a very famous place/ restaurant We like to eat the mayonnaise with grilled and fried foods such as hamburger and chicken burger
I use light mayonnaise when I have sophisticated guests for dinner
My kids like to eat mayonnaise with everything even in the morning Slide13
Purchasing Habits-Verbatim13
I usually consume the medium size of Mayonnaise but I keep 1 or 2 small packs for emergency cases I prefer to buy every week a new medium pack , because I don’t like to take the risk in stocking such delicate product
We prefer to buy mayonnaise with a reasonable price but not so cheap that we would suspect quality
We usually buy Mayonnaise from supermarket, and only in emergency cases we buy it from the nearest minimarket to the house Slide14
14Mayonnaise Consumption Habits-
ImplicationsSlide15
15Market Gap Assessment Product performanceUser imagery
Brand Evocation Slide16
Approach For Market Gaps Assessment
Look for what kind of Plus and Difference Duvrai mayonnaise can offer vs. competition through 2 steps:
Product Performance: What does it do for me
User Imagery: How does it make me look
16Slide17
What Does it Do For Me-Methodology-A list of key competitors and an ideal brand are consideredParticipants group brands according to their similarities and differences listing of the most discriminating attributes Results are represented on a perceptual map, which reads as per the saying: Birds of a feather flock together
The closer two brands are to each other the more likely they are to be similar, the closer a brand and an attribute are, and the more the attribute characterizes the brand, Conversely, the more distant two brands are or a brand and an attribute are and the less associated they are in the mind of the prospectThe advantage of the method: seeing beyond what is said the way the market is structured in the minds of the consumers
, and hence ability to detect the market gaps
These brands are: Lesieur, Heinz, Kraft, Al Wadi
al Akhdar & Dolly’s17Slide18
18
Light Taste
Good Texture
Good Quality
Demanded
Tasty
Not Salty
The Real Taste of Mayonnaise
Attractive Pack
Light Color
Well Known Brand Name
Locally made
Available anywhere
Availabilty
of Diet variant
Good smell
Trustworthy
Easy to open
Variety of Flavors
Specialist in Mayonnaise
variety of sizes
Attractive color
of
paper
Cover
Validity engraved on the pack
Information on
pack written in Arabic
Glass pack
Availability of squeezable tube/ Pack
Reasonable price
A well balanced taste
Lesieur
Dolly's
Kraft
Heinz
Al Wadi
Ideal
Mayonnaise
Performance
Mapping
Newcomer
Basic
Evolved
EstablishedSlide19
Horizontal: Goes from
Basic i.e. points of entry attributes to the market
reasonable price, glass pack, information on pack written in Arabic,
to
Evolved such as
availability of Diet variant, easy to open, variety of flavors
Vertical:
Goes from products that goes from
Established
such as available
everywhere, demanded by large public,
to
Newcomer;
that need validity engraved on the pack, and a visible difference from the established
The Axes
19
Newcomer
Basic
Evolved
EstablishedSlide20
The QuadrantsQuadrant 1: Includes Dolly’s, Al-Wadi, Kraft. Perceived to be as established brands addressing basic needs
Quadrant 2: is defined by basic need, newcomer and we do not find any brand in this quadrant. Apparently the public is not looking for a new brand that addresses basic needsQuadrant 3: Includes Ideal brand of Mayonnaise. Consumers are ready to welcome a new brand that addresses evolved needs through visible tangible differences Quadrant 4:
Groups established brands that addresses evolved needs and we find here Lesieur and Heinz
4
12
3
Established
Basic
Newcomer
Evolved
20Slide21
How Does It Make Me Look-Methodology-We buy a brand not just because of its features and benefits, but also because of how it makes us look in our own eyes and the eyes of others whose consideration we needA perceptual mapping is applied with a set of user imagery descriptors, some being highly desirable (high affinity), and some being less desirable (low affinity)
Duvrai was introduced into this exercise to see what kind of user imagery it induces in the mind of the consumers
21Slide22
laid backProactive
Inexperienced Experienced
22
Knowledgeable
Successful
Family caring
Smart
Middle- class
Upper class
Thrifty
Young
Middle-aged
Irresponsible
Busy
Open to newness
Traditional
Highly educated
Capable
Adventurous
Cautious
Lesieur
Dolly's
Kraft
Heinz
Al Wadi
Duvrai
Ideal
Mayonnaise User Imagery DescriptorsSlide23
The AxesHorizontal: Goes from Laid back taking anything that costs less effort or less money, to Proactive aiming at constant improvement
Vertical: progresses from Experienced people with maturity and knowledgebility to Inexperienced being adventurous and young
Laid Back
Proactive
Inexperience Experienced
23Slide24
The QuadrantsQuadrant 1: Includes Dolly’s and Al Wadi , user imagery is that of traditional, middle class, thrifty people, too busy to think of anything else
Quadrant 2: Includes Kraft where the user imagery is that of adventurous, irresponsible people who may take anything that doesn’t cost an effort or moneyQuadrant 3: where we can find Duvrai, being proactive and inexperienced in terms of user imagery Quadrant 4
: Includes Ideal, Heinz ,Lesieur
are very close to each other and almost substitutable in terms of user imagery
34
12
Laid Back
Experienced
Inexperienced
Proactive
24Slide25
25Market Gap Assessment -
ImplicationsSlide26
Mayonnaise Tasting Assessment26Slide27
Mayonnaise Taste Assessment- Methodology
27
GroupMeter
is
a
Technological
device
that
records
individual
answers
anonymously
and
instantly
It
conveys
them
directly
to a computer
screen
No contamination
effect
at
all
Group
can
discuss
after
the
w
hys
of the opinions
Participants
were
asked
to
evaluate
the
overall
liking
, taste,
color
,
thickness
,
aroma
As
a standard a score of 4
+ over 5
is considered to be a good
scoreSlide28
The Blind Test – Taste Evaluation MethodologyDuring the groups, participants were provided with unbranded bowls of mayonnaise. They were asked to taste and evaluate the product on the following parameters:Overall liking
TasteColorThicknessAroma
28Slide29
Tasting Test – Rotation OrderBrands rotation for tasting
Gr 1G2G3
G4
G5
G6Duvrai
14
3
2
3
1
Lesieur
2
1
4
3
1
4
Dolly’s
4
2
1
4
2
3
Al
Wadi
al
Akhdar
5
3
2
1
4
2
29Slide30
Mayonnaise Tasting - Overall30Slide31
Mayonnaise Tasting - Organoleptic Attributes31Slide32
Overall Liking “Blind Test” Evaluation
Duvrai
Lesieur
Dolly’s
Al
Wadi
Overall Score
3.4
3.4
3.6
2.6
Positives
Used to the taste
Strong vinegar taste
Suitable for salad
Used to this taste
Light taste
Adequate mayonnaise taste
Not rancid
Creamy taste
Well balanced taste of salt and lemon
Negatives
Strong taste
Oily (Males)
Strong lemon
taste
Salty
Strong
vinegar/ lemon taste
Fatty
Salty
Fatty
Yellowish color
Rancid
32
Scale based on 1-5, where 1 means least and 5 means mostSlide33
Taste “Blind Test” Evaluation
Duvrai
Lesieur
Dolly’s
Al
Wadi
Overall Score
3.4
3.4
3.7
2.6
Positives
Tasty
Light taste
Nice
taste of vinegar/ lemon
Well balanced
Not rancid
Nice taste
Smooth taste
Light taste not oily
Tasty
Right taste of mayonnaise
Good
Negatives
Fatty
Strong taste of egg (F 25-35)
Strong taste of oil (F, M)
Very oily (M)
Taste of egg (M)
Rancid taste (M)
Lemon taste
Heavy
Thick
Fatty
Rancid
Weird taste
Taste of fish
Not tasty
Taste
of lemon is obvious
Taste of garlic
33
Scale based on 1-5, where 1 means least and 5 means most
Items in red matches with requirements from ideal brandSlide34
Color “Blind Test” Evaluation
Duvrai
Lesieur
Dolly’s
Al
Wadi
Overall Score
4
4.3
4.3
2.3
Positives
Nice white color
Natural color of mayonnaise
Not yellowish
Nice white color
Natural color of mayonnaise
Nice color
Not yellowish
Negatives
Light color, need to be more concentrated (F, 35-45)
Not very much white
Yellowish
Not the color of adequate mayonnaise
34
Scale based on 1-5, where 1 means least and 5 means most
Items in red matches with requirements from ideal brandSlide35
Texture “Blind Test” Evaluation
Duvrai
Lesieur
Dolly’s
Al
Wadi
Overall Score
4
4.2
3.8
3.4
Positives
Good texture
Easy to mix/ spread
Balanced thickness
Easy to mix with salad
Adequate
Adequate thickness
Negatives
A bit thick (F 30-40)
Very soft (M)
Light,
not thick enough (F 35-45)
Thick
35
Scale based on 1-5, where 1 means least and 5 means mostSlide36
Aroma “Blind Test” Evaluation
Duvrai
Lesieur
Dolly’s
Al
Wadi
Overall Score
3.7
3.8
3.6
3.3
Positives
Nice smell
Not rancid
appetizing
Nice smell
Not rancid
Natural smell
of mayonnaise
Acceptable
Not rancid
Good smell
Negatives
Strong vinegar taste (F 35-45)
Strong smell of vinegar
Smell of rancid (M)
Strong smell of vinegar
Rancid
Smell of vinegar
36
Scale based on 1-5, where 1 means least and 5 means most
Items in red matches with requirements from ideal brandSlide37
Participants Suggestions “Blind Test” Evaluation
Duvrai
Lesieur
Dolly’s
Al
Wadi
Suggestions
Decrease the smell of vinegar
Change
the quality of oil in order not to be evident
Decrease the taste of vinegar/ lemon
Decrease the level of salt
Be less thick
Decrease the smell/ taste of vinegar/ lemon
Make the color more white
Remove the taste of garlic
Decrease the taste of lemon
Remove the rancid taste
37Slide38
Tasting Blind Test- Verbatim38
I like it, it’s light does not contain a lot of oil or lemon - Duvrai
I am used to this taste and the color is nice -
Lesieur
It has the taste of mayonnaise, everything is balanced, the oil, the lemon – Dolly’s
This taste confuses me, I don’t know it taste garlic –
Al
Wadi
Slide39
Implications-Tasting 39Slide40
Mayonnaise Package Assessment40Slide41
41The Noticed Elements of the Packs The color of the top cover
The material of the pack ( glass/ plastic )The picture on the cover paper The color of the mayonnaise in the jar The shape of the jar The written information on the packThe Expiry date Slide42
42Spontaneous Reactions to Brand Packaging- Most Attractive Packaging
Lesieur
Duvrai
Most Attractive Pack
Elements make the pack of Duvrai & Lesieur the most attractive ones :
Attractive Top Cover color
Attractive and delicious dishes on the paper cover
French Brand name
The light color of the mayonnaise Slide43
43Spontaneous Reactions to Brand Packaging- Least Attractive Packaging
Heinz
Dolly’s
Least Attractive Pack
Elements make the packs of Heinz and Dolly’s the least attractive ones:
Paper cover not well designed, poor (Dolly’s)
Plastic jar (Heinz) Slide44
The Most and the Least attractive Elements for A Pack of Mayonnaise
44The dark color
The absence of arabic information on the pack
The plastic jar
Unattractiv e Elements
The vibrant color of the top cover
A clear and engraved Expiry date on the pack rather than on the top cover
The delicious dishes on the cover paper
The glass jar
Example text
Attractive Elements Slide45
Spontaneous Reactions to Brand Packaging- Duvrai Pack-45
Attractive color (Fuchsia)
A feminine pack
Stylish
Made in France It looks like LesieurWould like to try it
Its texture looks good
I would like to try it, but I wish if there was a smaller jar for tasting before
The plate of vegetables is so attractive. And the coordination between the colors is so professional
It’s made in France. If it was made in Lebanon I cannot trust it Slide46
46
The Most and the Least attractive Elements Duvrai- Pack
The plate of vegetables
The French name
The color of mayonnaise
The sunflower
The Color(Fuchsia) of the top cover
Unclear country of origin
It looks like less thick texture than Lesieur
The color of the top cover(Fuchsia) attracts the respondents. Fuchsia is a sensual, exciting, bright, energetic and feminine color. Making females feel it’s their own product Slide47
Duvrai Taste Description as Perceived from the Pack47
Duvrai taste as perceived by the pack design was described as:A light taste mayonnaise Delicious The taste of oil is good since it’s the sunflower oil
A taste of Vinegar Similar to Lesieur
The color of the mayonnaise into the pack encourage us to try it, it looks delicious and not rancid
The mentioning of the sunflower oil in the ingredients makes us believe that is a good mayonnaise since it uses a tasty oil Slide48
Evaluation of the Name “Duvrai”48
Overall “Duvrai” name was highly appreciatedIt’s a French name suitable for mayonnaise productIt means: The right mayonnaise
The real mayonnaise A trusted mayonnaise
French name suggests us confidence especially that the best types of mayonnaise are French
Duvrai means it’s the right mayonnaise that we can trust since it’s a sensitive and delicate product Slide49
Implications- Pack49Slide50
Ad Assessment
50Slide51
51
Suits with all types of food
For all ages
Trustworthy
Liked by kids
A good texture
Availability of diet mayonnaise
Lesieur – TV Ad Evaluation
A well balanced taste Slide52
The Most Attractive Elements in the Ad52
Overall the ad was highly appreciated for the below reasonsThe cute boyThe light colorsThe way they put the mayonnaise on the food
The availability of diet variant
The family
We like Lesieur and we use so we like every thing in the TV ad
The presence of the boy with his mother reflects firstly a product liked by kids , & secondly a product that the parent trust to feed their kids
The colors used in the ad are so attractive and light, we do enjoy watching it Slide53
The Message of Lesieur TV ad 53
Overall the ad was well understood, below ideas represent the message reflected by the ad:It’s a healthy mayonnaise since the mother allowed her son to eat itIt’s the choice of the kids so your kids will like it It’s the only French mayonnaise in Lebanon so we can trust it more
It’s a mayonnaise for all kind of food
It’s a mayonnaise for all ages and everyone
There are different sizes and different variant suitable for everyone’s needs Slide54
Key Conclusions The Way AheadSlide55
What to Do to Attract The Consumers to “Duvrai”Safety is a key issue for mayonnaise consumption and hence needs to be put strongly into evidence otherwise trial may not occurPrice not to be too cheap as this affects perception of quality
Trial is the key challenge for a new entrant, and efforts should not be spared to this endOnce trial occurs brand is likely to be adopted as it performs as good as the market leaderHowever, people are in need of differentiators to make them leave their habitual brandsKey differentiators for Duvrai are:
Well balanced taste
Tasty
Consumed by highly educated and successful people55Slide56
Appendix56Slide57
Duvrai Tasting Test Results at a Glance
Overall ScoresFem35-45Fem25-35Fem45-55
Fem 30-40
Males
30-40Overall Liking3.443.14.23.8
2.4Taste3.44
3.1
4.2
3.4
2.6
Color
4
4.4
4.1
5
3.4
3.2
Texture
4
4.2
4.5
4.6
3.8
2.2
Aroma
3.7
3.8
3.5
4.6
4
2.8
57
Scale based on 1-5, where 1 means least and 5 means mostSlide58
Lesieur Tasting Test Results at a Glance58Scale based on 1-5, where 1 means least and 5 means most
Overall ScoresFem35-45
Fem
25-35
Fem45-55Fem 30-40Males30-40Overall Liking
3.43.63.534
3
Taste
3.4
3.6
3.6
3.4
3.8
2.6
Color
4.3
3.8
4.5
4.2
4.8
3.8
Texture
4.2
3.8
4.4
4.4
4.8
3.6
Aroma
3.8
3.6
4.1
4
4
3Slide59
Dolly’s Tasting Test Results at a Glance59Scale based on 1-5, where 1 means least and 5 means most
Overall ScoresFem35-45
Fem
25-35
Fem45-55Fem 30-40Males30-40Overall Liking
3.643.73.63
3.6
Taste
3.7
4
3.8
3.8
2.8
3.8
Color
4.3
4
4.2
4.6
4
4.6
Texture
3.8
4.2
3.9
4
3
3.8
Aroma
3.6
4
3.8
3.8
2.4
3.8Slide60
Al Wadi al Akhdar Tasting Test Results at a Glance
60Scale based on 1-5, where 1 means least and 5 means most
Overall Scores
Fem
35-45Fem25-35Fem45-55
Fem 30-40Males30-40
Overall Liking
2.6
2.6
2.9
3.4
2
2
Taste
2.6
2.2
2.8
3.6
2
2
Color
2.3
2
2.4
3.8
1.4
2
Texture
3.4
3.2
3.5
3.6
3
3.4
Aroma
3.3
3.4
3.3
3.4
3
3.4