1 Hashtag on Twitter: #MMNPL 1 · 6 Apple Improves Launch Recall But Nearly Half of Consumers...

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Hashtag on Twitter: #MMNPL 1 1

Transcript of 1 Hashtag on Twitter: #MMNPL 1 · 6 Apple Improves Launch Recall But Nearly Half of Consumers...

Page 1: 1 Hashtag on Twitter: #MMNPL 1 · 6 Apple Improves Launch Recall But Nearly Half of Consumers Can’t Remember a Single New Product Launch 45 % Almost half (45% percent) of consumers

Hashtag on Twitter: #MMNPL 1 1

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Research Design – Study #1

Survey #1 Online interview with 1,014 respondents ages 18+. Margin of error: +/- 3.1% Respondents are either a primary shopper or share in shopping decisions for at least one of the following categories: • Grocery shopping • Personal and beauty care shopping • Technology shopping • Toy shopping Respondent data was census-balanced based on the following demographic markers: • Gender • Age • Income • Geographic region Conducted in October 2010

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Research Design – Study #2

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Survey #2 Online interview with 802 respondents ages 18+. Margin of error: +/- 3.5% Respondents are either a primary shopper or share in shopping decisions for at least one of the following categories: • Grocery shopping • Personal and beauty care shopping • Technology shopping • Toy shopping Respondent data was census-balanced based on the following demographic markers: • Gender • Age • Income • Geographic region Conducted in October 2010

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Apple Out Shines Microsoft and Americans start to take “Quick-cost Breaks”

Tech Takes Over: The Apple iPad and Windows 7 claim the top two spots, a rematch similar to 2007. As well, Motorola Droid (#4), Apple IPod Nano (#6) and Samsung 3D-TV (#8) made technology top of mind for consumers in 2010.

Quick-cost Breaks: Consumers indulged in quick and cost effective breaks in 2010, naming Pretzel M&M’s the third most memorable new product launch, McDonald’s Smoothies (#5) and Starbucks Via Instant Coffee (#7).

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Most Memorable New Product Launches of 2010

Based on Survey #1 N=1,014 Dataset 5

Total

1) Apple iPad 42%

2) Windows 7 34%

3) Pretzel M&Ms 27%

4) Droid (Motorola) 22%

5) McDonald's Smoothies 17%

6) New iPod Nano 11%

7) Starbucks VIA Instant coffee 11%

8) Samsung 3D TV 8%

9) Huggies Jeans Diapers 8%

10) Kleenex Hand Towels (tied for 10th) 7%

10) KFC Double Down Sandwich (tied for 10th) 7%

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Apple Improves Launch Recall But Nearly Half of Consumers Can’t Remember a Single New Product Launch

45 % Almost half (45% percent) of consumers could not recall a single new product launch from 2010. While recall is still low this was a dramatic improvement over 2008 (69%) and 2009 (51%).

Apple Affect: The “Apple Affect” came back to prominence in 2010 as 25% of respondents named a new product launch from the top 50 launches of the year, up from 7% in 2009. This level of unaided recall had not been matched since Apple iPhone took the MMNPL top spot in 2007.

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Unaided New Product Recall

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70%

75% 96%

81%

57% 56% 50%

33%

93%

75%*

*The “Apple Affect” (iPhone and iPad) Based on year-over-year statistics from the MMNPL survey

Q: Please name up to five new products you can recall being introduced in the past twelve months?

77%*

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Aided New Product Recall (from list of 50 top launches for each given year)

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69%*

41% 35%

51%

45%

* Election Year Based on year-over-year statistics from the MMNPL survey

Q: Which of the following new product launches do you most remember?.

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Consumers Seek More Product Info and Savvy Seniors Seek One More Source in 2010

More Media Please: Our research shows that consumers on average look for 5.62 sources of information about new products. This was up from 4.89 sources in 2009. Additionally, 18-34 year old consumers seek out 6.56 sources.

Seniors Seeking New Media Sources: Senior citizens or those 65+ years-old sought out 4.83 media sources for new product information, up one media source (3.74) from 2009.

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Number of Sources for New Products in 2010

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Total Male Female 18-24 25-34 35-44 45-54 55-64 65+

2010 Average number of media sources

5.62 5.78 5.51 6.89 6.43 6.00 5.00 4.99 4.83

2009 Average number of media sources

4.89 5.06 5.05 4.00* 6.06 5.01 4.28 4.82 3.74

Q: Please select all the ways by which you learned about a new product in the past 12 months?

Based on Survey #1 & #2 N=1,803 Dataset

* Sample size for 18-24 year-olds in 2009 was too small

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Ads are the Most Sourced Media but Samples, Coupons, WOM and PR Influence Purchase

TV Commercials Are Still The #1 Source: For new product information sources, television commercials still reign king by a large margin over in-store displays/signage and articles in a magazine or newspaper.

Paid Media Has Very Little Influence on Purchase: Paid media (advertising) did not show up in the top 10 most influential sources of information when consumers look to purchase a new product. Free samples (86%), receiving a coupon (82%), recommendations from friends and family (82%) and an array of public relations tactics topped the list.

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Sources of Information to Learn About New Products in 2010

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Q: Please select all the ways by which you learned about a new product in the past 12 months?

Based on Survey #1 & #2 N=1,803 Dataset

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Influence of Information Sources for New Product Purchase Decisions in 2010

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Q: How influential were the following sources of information in your decision to buy a new product? | Among respondents who used source

Based on Survey #1 & #2 N=1,803 Dataset - Top 2 Box

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What’s the Best Marketing Mix? MMNPL Dove Into Consumers’ Subconscious To Find Out In the 2010 MMNPL survey, we used a subconscious study to obtain data that tells us which combinations of media are most effective in connecting with consumers at an emotional level and affecting likelihood to purchase. With this data, we were able to gain additional insights into whether advertising, public relations, social media or other media are more effective in influencing consumer purchasing decisions, as well as which combination of tactics is more effective (see the next slide for a definition of categories of paid, earned, social and other media) The media that people say influences them the most when it comes to purchasing decisions is supported by evidence gleaned from the consumer subconscious, giving marketers more reliable insights into what media trigger the likelihood of purchase. For example, among respondents who were highly familiar with a selection of the top twenty products, "other" marketing tactics like free samples and coupons had by far the most impact on positive subconscious associations and self-identification with products. Earned media also trumped paid media in the study, where exposure to “earned/social/other” media sources had a significantly stronger impact on positive subconscious associations than exposure to “paid/social/other” media sources (any gap in score greater than 1.7 constitutes a significant difference). Although paid media is rated highly as a source of information that consumers use to learn about new products, it is evident in this subconscious study that the three other categories of media (earned, social, other) actually rate higher in positive and self identification with a product. Aaron Reid, Chief Behavioral Scientisit Sentient Decision Science

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Marketing Mix Definitions

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1. Paid (Ad)""1. TV Commercials""2. Magazine Ads""3. Infomercials""4. Combo (online banner ads &

Online video ads)""5. In store Ads and programming"

 "2. Social/WOM1. Blog or Video blog 2. Online forums3. Combo (Facebook, Twitter & MySpace)4. Podcast5. Recommendation from friend or family""

3.  Earned/PR 1. Online news articles2. Product reviews online 3. Article in magazine or newspaper4. Product review in magazine or newspaper5. Product mentions in TV news story"

 "4.  Other/Marketing

(Traditionally not outsourced) 1. Free Samples2. Receive a coupon 3. In store display signage"

"

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Consumers Subconsciously Don’t Respond As Positively to Paid Media

Consumers Better Self Identify with Products When They Use PR, Social Media & Other Marketing: Although paid media is rated highly as a source of information that consumers use to learn about new products, the three other categories of media (earned, social, other marketing) actually rate higher in consumers self identification with a product.

Get More Positive Bang for Your Buck: If you don’t have the money for a fully integrated marketing campaign the marketing mix that could result in the most positive product associations is Earned/PR and Other Marketing (Coupons/Sampling) .

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Optimal Marketing Mix

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Self-Identification Subconscious Product Associations"

Subconscious associations among those extremely or very

familiar with a product, compared by different

combinations of media exposure

Based on Survey #2 N=802 Dataset

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Optimal Marketing Mix

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Positive Subconscious Product Associations"

Subconscious associations among those extremely or very

familiar with a product, compared by different

combinations of media exposure

Based on Survey #2 N=802 Dataset

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Available For Interviews

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Brands • Microsoft - Windows 7 (schedule dependent) • McDonald’s - Smoothies (schedule dependent) • Mars - Pretzel M&M’s • Kimberly-Clarke – Huggies Jean Diapers • Kimberly-Clarke – Kleenex Hand Towels • Starbucks – Via Instant Coffee • Yum Brands – KFC Double Down Partners • Joan Schneider, Launch Expert, Schneider Associates • Julie Hall, Launch Expert, Schneider Associates • John McIndoe, VP Marketing, SymphonyIRI Group • Aaron Reid, President, Sentient Decision Science

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Graphics

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Apple iPad

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1

*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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Windows 7

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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Pretzel M&M’s

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3

*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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Motorola Droid

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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McDonald’s Smoothies

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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iPod Nano

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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Starbucks Instant Coffee

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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Samsung 3D TV

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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Huggies Jean Diapers

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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Kleenex Hand Towels

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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KFC Double Down

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*All artwork was sourced from the internet and all partners of MMNPL have not received permissions for use photos in any format.

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Logos

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Trophic Levels 13.3-4. Producers Primary Consumers Secondary Consumers Tertiary Consumers.

Trophic Levels 13.3-4. Producers Primary Consumers Secondary Consumers Tertiary Consumers.

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Asian American Consumers: Food & Beverage Indians Filipinos Vietnamese Koreans Japanese ... heritage and traditions. Half of Asian Americans connect to their culture through cooking

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