Brand Trends - April '11 - Sample Report

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BrandTrendsE n t e r t a i n m e n t & S p o r t s


Tracking the Hottest Entertainment Brands &

Characters amongst KidsApril 2011



BrandTrendsE n t e r t a i n m e n t & S p o r t s Agenda

• BrandTrends, Objective & Methodology

• A Snapshot of Some of the Results• Appendix

No part of this publication may be reproduced or disclosed in

any form without the written permission of Kidz Global.

13 April 2011

Key

Shoot any question in the course of the presentation, I’ll

make a final call at the end of it anyway




The comprehensive review of Entertainment

brands amongst kids and their parents



13 April 2011

•Researches have shown brand

awareness to have a high correlation

with purchase intent, market share

and other important brand equityand business metrics.

•BrandTrends tracks brand

awareness, brand attitudes and

preferences, ownership and

purchase intent up to 16 product

categories.Appeal

Awareness

Popularity






13 April 2011

Awareness

Brand awareness

consists of both brand

recognition and

brand recall.

Recall, or even better

“Unaided awareness”,

shows how much

space does your

brand “own” in terms

of space of

Entertainment brandsamong your target!

Popularity

Awareness does not

necessarily mean they

prefer your brand,

attach a high value to,or associate any

superior attributes to

your brand.

Popularity measures

the attitudes of your

target towards your

brands, and determines

the brand they preferand the one they favor...

Plus UNIQUE measure

through the Brand

Popularity Index (BPI), a

composite factor

Merch. Appeal

The purpose of these

measures is to

evaluate the extent to

which brand

popularity translates

into interest in

purchasing

merchandise, and in

which categories (on

16 different product

categories

, from

clothing to PC Games)

Plus Retail visitation

by channel

The comprehensive review of Entertainment

brands amongst kids and their parents

Trends: to evaluate the impact of

new property launches

Syndication: to downsize budgets andmake this service affordable

International: same methodology inall countries to allow comparison






13 April 2011

Awareness

Top of Mind

Unaided

Awareness

Tested

Awareness - Total

Popularity

Brand Popularity

Index (composite

index of brandpopularity)

Attitudes

towards Brand

Top 3 Favourites

Top 1st

Favourite

Merch. Appeal

Own or Purchased

Consider

Purchasing

Demand Gap

Merchandise

appeal by category

(16 catégories)

Retail visitation

by channel forpurchasing

products with

Entertainment

brands on them

This translates into 12 unique measures on

Brand Popularity & Merchandise Appeal

Demographics

(household size andcomposition …)

Full brand description:

Target Market (primary &secondary), Brand Values,

Description, Owner,Licensing Agent

R e p or t s

al s oi n c l u d e



BrandTrendsE n t e r t a i n m e n t & S p o r t s Reports available in several countries

Australia GermanyFrance Great Britain

China India

Japan

ItalySpain Portugal

H2’11




New 2011Brands & PropertiesSample Size

Methodology

13 April 2011 No part of this publication may be reproduced or disclosed in


• N = 5,000/year

(1,250/quarter)

• 50% Boys & 50%Girls.

• This is a

placeholder text.

• This text can be

replaced with

your own text.

Web interviewing.

Selected panelists are

sent an email containing

an introduction text and

a link to the survey.

Clicking on this link will

launch their survey.

Data Collection

• This is a

placeholder

text.

• Over 330 brands

tested every quarter

• This is a

placeholder text.


replaced with

your own text.

• Nationwide:

Australia, UK,

France, Germany,

Sapin, Italy, Japan.

• Major Cities: China,

India.

Geography

• This is a

placeholder

text.

• Household profiles.

• This is a

placeholder text.


replaced with

your own text.

4 age groups perquarter:

•Infants: 0-2 Years.

•Preschoolers: 3-6 Years.

•Children: 7-9 Years.

•Tweens & young teens:

10-14 Years.

Sample composition




A Snapshot of Some of the Results






86%

90%

76%

56%

74%

54%

32%

53%

43%

81%91%

Target 3-6

Target 7-9

Target 10-…

Target 3-6

Target 7-9

Target 10-…

Target 3-6

Target 7-9

Target 10-…

Target 3-6Target 7-9

Awareness of Brand B

January'11 - % Age Group

Brand B is a well known brand in the UK and

Spain, as well as among 7-9 French target



9




57

41

20

40

37

23

28

33

26

4758

Target 3-6

Target 7-9

Target 10-…

Target 3-6

Target 7-9

Target 10-…

Target 3-6

Target 7-9

Target 10-…

Target 3-6Target 7-9

Popularity of Brand B

January'11 - BPI

Brand B is very popular in Spain as well as the UK

amongst Target 3 to 6 years old



10

Rank:

#3

#18

#33

#15

#26

#34

#24

#23

#21

#7

#3

Note: BPI is calculated by applying weightings to four measures – unaided awareness, aided

awareness, brand attitudes and top three favourites. The BPI score has a theoretical maximum

of 100 and minimum of 20. BPI is a convenient way of comparing the overall awareness and

liking of each tested brand.



BrandTrendsE n t e r t a i n m e n t & S p o r t s Brand 5 in a Snapshot

5% 6% 1%

75%92% 90%

0%

20%

40%

60%

80%

100%

Girls 3-6 Girls 7-9 Girls 10-14

Awareness

Aided

Unaided



1113 April 2011

33% 36%21%

45% 37%

16%

-4% -7% -16%-5%-11%


Attitudes towards the brand

Dislike a lot

Dislike a

little

Like a lot

Like it a

little

75%

92% 90%

45%

63%55%

0%

20%

40%

60%

80%

100%


Ownership

Aware of

Owne

13%

-7%

-40%


Demand Gap




Brand 1 lacks in awareness but is more appreciated than

Brand 2 & Brand 3. Although more popular among its

base, transformation on owning Brand 1 (32/60=53%)

does not reach Brand 3’s level (60%)



13 April 2011

Brand Awareness, Popularity & Merchandise AppealBrand 1 vs. Brand 2 & Brand 3

Awareness Popularity Merch. Appeal

3% 31% 34%(33)

Unaid. Total Like Lot Top 3 Top 1 Owne Cons. GapTested

51%(15) 23%(3) 4% 15% 18% 3%Brand 1

53%(12) 16%(9) 7% 25% 34% 9%Brand 2

55%(18) 16%(10) 5% 26% 27% 1%Brand 3

42%(24) 18%(6) 6% 32% 42% 10%Brand 1

53%(13) 14%(10) 4% 36% 45% 9%Brand 2

1% 53% 54%(25)

4% 44% 48%(27)

3% 57% 60%(28)

2% 72% 74%(23)

BPI BPI BPI BPI

39%(20) 13%(11) 5% 44% 46% 2%Brand 3 4% 69% 73%(24)

Demo 3-6

Demo 7-9






Brand Matrix, Boys 7-9 Years(Brand Popularity vs. Merchandise Appeal)

Popular brands with high merchandise demand

Less popular brands with low merchandise demand

Nintendo Wii which tops the

popularity index shows

substantial, but not leading

merchandise appeal

Popular brands which show

highest merchandise interest are

Mario Bros, Nintendo Wii and

Pokemon

Wii and Mario Bros running hot; Wii could record

improvement in its merchandise appeal




Brand 2 is one of the most popular Entertainment brand

among 7 to 9 years old Australian Boys



14

Appeal

Awareness

98% Awareness

(incl. 34% Unaided/ 16% T.O.M)

Popularity

81% Like the brand

21% put it as Top 3 Fav.

(incl. 12% as N°1)

•77% of the boys aware of Brand 2 own the brand

•71% of Brand 2’s owners consider buying•28% of non-Brand 2’s owners consider buying, but

50% like the brand

BrandTrends Brand 2 Recap, - Boys 7-9 Years

Consider buying

DVDs and Videos 89%

Clothing 61%

Toys and Games 55%

PC / Video Games 52%

Books, Magazines and Comics 49%

Kids meal at a fast food 39%

Stationery 34%

Brand 2 Toys intended buyers would likely come from




Brand 2 Toys intended buyers would likely come from

small-medium households, with low income. They would also

place Brand 2 as one of their favourite brands, and their

mothers would more likely be regular Kmart visitors



15

30% 24%

63%

50%

8%26%

Toys & Non-Toys Non-Toys only

Household Size per Group Composition

6 + Pers

4-5 Pers

2-3 Pers

BrandTrends Brand 2 Recap, - Boys 7-9 YearsToys & other categories intended buyers vs. Other categories only intended buyers

50%33%

25%

39%

25% 29%


Household Income per Group Composition

$100,000 and

above

$60,000 -

$99,999

Less than$59,999

85%

30%

67%

13%

Like it a lot Top Fav

Attitudes per Group Composition

Toys & Non-Toys

Non-Toys only

5%

20%

10%13%

20%

15%

19%

6%

11%

22%

Target Kmart Big W TRU InternetNews Agents

Retail Visitation er Group Composition







All tested brands known by at least 70%,

top 16 by more than 90%

The top 5 tested brands known

by most girls 7-9 years are Barbie,

Shrek, Toy Story, Ice Age, and

Winnie the Pooh.

All BT tested brands on the

chart are known by at least 70%of girls, and the top 16 by more

than 90%.

Hannah Montana, known by

93%, is mentioned unaided by a

noteworthy 27%, well ahead of all

other brands.




72%64%

64%

58%

48%

46%

38%

41%

52%

36%

40%36%

36%

36%

43%

33%

37%

27%

29%

30%

31%

23%26%

36%

20%

24%

26%

21%

32%

17%

The Simpsons (1.6)Nintendo Wii (1.5)

Sony Playstation (1.4)

Microsoft Xbox (1.4)

Top Gear (1.1)

Harry Potter (1.1)

Shrek (1.1)

Mario Bros (1.1)

Family Guy (1.1)

Ice Age (1.1)

Need For Speed (1.1)

Toy Story (1.1)

Lego (1)

Transformers (1)

Dr Who (1)

Avatar (1)

Facebook (1)

Sonic the Hedgehog (0.9)

Scooby Doo (0.9)

American Dad! (0.9)

Star Wars/Clone Wars (0.9)

Looney Tunes (0.8)Prank Patrol (0.8)

South Park (0.8)

NERF (0.8)

Marvel (0.7)

Futurama (0.7)

Monopoly (0.7)

Spongebob Squarepants (0.7)

Batman (0.6)

Brand Attitudes – Boys 10-14 Years(% Respondents, Dislike Strongly to Like Strongly)

Like it a

little

Like it a

lot

Dislike it

a little

Dislike it

a lot



72% like The Simpsons ‘a lot’

The best liked brands overall

are The Simpsons, then Nintendo

Wii, Sony PlayStation and

Microsoft Xbox.

The Simpsons is liked ‘a lot’ by a

noteworthy 72%. Wii, PlayStation

and Xbox are also ‘liked a lot’ with

scores of 58% to 64%.

Spongebob Squarepants

records the largest ‘disliking’

score.






Note:

* indicates that brand has not been tested for this age and gender group Excludes brands mentioned by less than 4% of

respondents 1st mention values less than 4% not l abeled

Nintendo Wii and Lego lead as brand

favourites

Nintendo Wii comes 1st,

nominated in their top 3 favourites

by 25% of the boys who have an

awareness of the brand.

Lego ranks 2nd (24%), and The

Simpsons 3rd (23%).For ‘Top 1’ Favourite, The

Simpsons with Ben 10 lead the

table (both 12%) followed by AFL

(11%), then Lego (10%), Xbox (9%)

and Wii (7%).

Base: Respondents

aware of brand




69%63%

61%

61%

60%

58%

55%

55%

53%

53%

52%52%

52%

52%

50%

49%

48%

48%

44%

41%

39%

38%38%

37%

37%

36%

36%

35%

35%

34%

Nintendo WiiHannah Montana

Littlest Pet Shop

Shrek

The Simpsons

Barbie

Ice Age

My Little Pony

Monopoly

Madagascar

Disney Fairies/TinkerbellDisney Princess

Hello Kitty

Tweety

High School Musical

Looney Tunes

P!nk

Scooby Doo

Bratz / Li'l Bratz

Tom & Jerry

Harry Potter

iCarlySpongebob Squarepants

Bindi the Jungle Girl

Sony Playstation

Total Girl

Winnie the Pooh

Camp Rock

The Veronicas

Alice in Wonderland

Brand Merchandise Appeal – Girls 7-9 Years(% Respondents, Consider Buying in Future vs. Own or Purchased in Past)

Own Or Purc hased Something

With Brand On ItConsider Buying Something In The

Future With Brand On It



In brand merchandise appeal,

Nintendo Wii tops the chart.

Hannah Montana takes 2nd

place.

Littlest Pet Shop, Shrek and The

Simpsons round out the top 5brands with most purchase

interest.

16 of the 30 brands show

unmet purchase interest.

Nintendo Wii tops the chart for

purchase interest




-22%

-20%

-20%

-20%

-19%

-14%

-9%

-7%-4%

-2%

-2%

-2%

-1%

-1%

-1%

0%

2%

7%

8%9%

12%

12%

13%

17%

17%

18%

22%

24%

24%29%

Pokemon

Shrek

Yu-Gi-Oh!

Monopoly

Ice Age

Harry Potter

Spongebob Squarepants

Ben 10Batman

Sonic the Hedgehog

Star Wars/Clone Wars

World Wrestling Entertainment (WWE)

Transformers

Need For Speed

Marvel

The Simpsons

Looney Tunes

NERF

Avatar

Facebook

Dr Who

South Park

Crusty Demons

How to Train Your Dragon

Family Guy

Nintendo Wii

Top Gear

Microsoft Xbox

FuturamaSony Playstation

Demand-Gap – Boys 10-14 Years(% Respondents, Consider Buying in Future vs. Own or Purchased in Past)



14 brands record demand

surpluses (where demand exceeds

current ownership), 1 is neutral,

and 15 register demand shortfalls.

Sony PlayStation posts the

highest demand surplus (29%).Monopoly, Yu-Gi-Oh!, Shrek and

Pokémon show the largest demand

shortfalls (≤-20%).

Almost half the brands show demand surplus






Brand Merchandise Appeal by Product Category – Boys 10-14 Years(% Respondents, Consider Buying in Future)

Strong Interest (25%- 50%)Very Strong Interest (> 50%)

DVDs and Videos the leading category

DVDs and Videos is the top licensing

category (with most brands scoring ‘very

strong interest’), followed by PC Software

and Console-based Video Games.

Outstanding performers in the topcategory are film based licenses which all

obtain extremely strong purchase interest

scores (>95%) from large proportions of

the survey sample (>50%).

Except The Simpsons, all top properties

are considered mono category




7%

4%

4%

6%

2%

4%

1%

3%

2%

1%

1%

2%

1%

1%

2%

1%

1%

1%1%

1%

1%

1%

1%

1%

1%

24%

33%

23%

21%

20%

18%

19%

9%

17%

23%

13%

7%

21%

20%

7%

7%

8%

6%9%

4%

6%

4%

4%

2%

3%

Marchands de Journaux (4.7)

Vente sur Internet (3.1)

Librairies / Papeteries (3.1)

Leclerc (2.9)

Carrefour (2.7)

Auchan (2.4)

FNAC (2)

Autres magasins de

Vente directe ou par

Magasins specialises sport et

Magasins d'informatique et

Cora (1.5)

Magasins de vetements…

Magasins d'accessoires de mode

Magasins de cadeaux et gadgets…

Autres Grands Magasins (0.9)

Virgin Stores (0.9)

Toys"R"Us (0.8)

Geant (0.7)

Autre magasin de jeux et jouets

King Jouet et/ou Joupi (0.6)

La Grand Recre (0.6)

Galeries Lafayette (0.5)

Maxitoys (0.5)

Le Printemps (0.4)

Retail Visitation by Channel – Parents Boys 10-14 Years(% Respondents, Frequency of Visitation)

Weekly or every few weeks

Monthly or every few months



Av. VisitsPer Year

Newsagents get most visits, Online channels

most customers

Newsagents are the retail

channel that boys 10-14 years

visit most often.

Online channels are all used by

much higher percentages of boys

than Newsagents, but lessfrequently.

Newsagents and leclerc attract

visits from more boys weekly or

every few weeks than do the big

hypermarket store chains.






1

2

3

4

Boys 7 to 9 years old is the normal age group target for Brand 2 and its direct

competition Brand 4. The trend is to quickly slide to younger age group though.

Brand 2 is one of the most popular Entertainment brand among 7 to 9 years old

Australian Boys, and the most popular among boys 3 to 6 years old; however much

less popular than Brand 4 among boys 10-14.

Amongst 7 to 9 years old, Brand 2 is more widely known and more appreciated by

boys than Brand 4 or Brand 5. In fact, Brand 2’s popularity is very close to Lego’s.

However, Brand 2 is below in intent (merchandise appeal) vs. its popularity in all agegroups; while Brand 4 benefit from a positive demand gap. This mainly comes from

current owners not willing to consider buying more.

Lego demonstrates a brand can have a strong ownership and still recruit new users

(positive demand gap). Brand 7 is on a positive spin.

Brand 2 has some potential to develop in the boys population, as about a fourth of the

boys aware of the brand do not own a product of it, while half of them like the brand.

Although less boys 7 to 9 would consider buying a product with the Brand 2 brand onit (vs. Brand 4), they would consider the brand for more categories than Brand 4.

The Quarter in 5 PointsBrand 2

5Brand 2 Toys intended buyers would likely come from small-medium households, with

low income. They would also place Brand 2 as one of their favourite brands, and their

mothers would more likely be regular Kmart visitors






1

2

Brand 2 Boys 7-9 (main target):

Developing ownership among its aware base.

Duplicating the brand to Toys & Games as well as PC/Video-games.

In-store displays and special box palettes could support these objectives. For instance,

a specific box palette with “impulse” products (≤ $10) could be set up in stores every 6

months, to encourage recruitment on the brand.

Mixing in store Toys & DVDs (existing seasons), and Games through special other box

palettes could support the ownership objective.

Instituting a frequent buyers reward program, offering a unique “non-sold at retail”

product (like a collectable) when reaching $XX, or exclusive access to a Brand 2 show.

Use social networks to promote the programme.

Brand 2 Boys 10-14:

Gaining in awareness.

Although not the priority target, offering specific products, especially on games, would

support the brand development amongst initial Brand 2 owners, switching to new

product categories.

Directions for RecommendationsBrand 2




Thank you for

your attention!

Any Last Questions?



BrandTrendsE n t e r t a i n m e n t & S p o r t s Thank you!


Kidz Global

Mr. Philippe Guinaudeau

Contact

Phone: +33 6 7786 6720

Email: [email protected]

www.kidzglobal.com

13 April 2011

http://www.kidzglobal.com/

http://www.kidzglobal.com/

Brand Trends - April '11 - Sample Report

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