Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential SA Beef Research...

Marketta / SA Beef research Feb 2008 All copyrights ReservedStrictly Confidential

SA Beef Research ReportAdvertising reach/effectiveness 2007

• Objectives, methodology, samples• Executive Summary• Insight and Opportunities• Aspects to be addressed• Workshop for the road ahead

Relook at specific aspects• Brief Summary of Results


Objectives, Methodology / Samples

• Research Objectives:i) Levels of awareness of SA Beef advertising.ii) Levels of exposure … frequency of seeing/

hearing.iii) Identify if the campaign is conveying key

message of versatility of beef.iv) Message recall and perceptions of beef/SA Beef.v) Media impact

Message content … visual content.vi) Overall effectiveness of the campaign, and

aspects for enhancement/improvement.


Small scale research including:

2 focus group discussions (Black female and White emale/Male)

140 personal interviews

Gauteng; Urban; LSM 5-7

25 - 40 years old; “Black and White”

Black - 54% Female - 64%

White - 46% Male - 36%

Income range R4000.00pm - R14 000pm = 87%

R14 000 plus = 13%

Methodology and Samples


• Research successfully completed, analysed and evaluated against objectives.

• Results and …….. Benchmarks• Two aspects to bear in mind

– Coverage and frequency - is the campaign reaching the target market?

– Effectiveness in conveying key messages and building positive influence on image perceptions, and usage of beef.

Executive Summary


• “Reach/Frequencies”– Unaided awareness of SA Beef advertising

Approximately 40 - 50%• Perceived “frequency” level among the “aware”

Approximately 30%• Sufficient exposure to inform you regarding beef

45%

Executive Summary (Cont.)


• Effectiveness of the advertising.– Various measures were used at “Unaided” and “Aided”

levels to gauge effectiveness.– Research results related to influence of the campaign,

message recall, perceptions of beef etc. - indicate that the advertising in 2007 has been largely effective.



• Effectiveness of the advertising (cont.)This is especially positive considering low budget allocation, off set by media deals, and the low frequency levels achieved at customer level.

The product itself remains attractive and interesting to the market - and this positive pre-disposition should be exploited.



• Effectiveness of the advertising (cont.)– There are minor aspects that can be improved/enhanced in

the campaign content itself - BUT these are of secondary importance to increasing reach and frequency

• Increase budget/expenditure

• Relook at the media mix

• Include POS materials/In store.



• Black and White (still) at different stages of life cycle/learning curve regarding:

• Advertising …… exposure/response• Usage of beef• Exposure to variety …. Information …

• Frequency is important• Black respondents want more information/education.• White want reminders/stimulation to keep up beef usage.

• Medie Type … Instore POS• Those whp prepare/cook meals don’t like to have to think about what to

cook tonight ….– Meal planner– More info on beef, cuts, how to prepare– More POS material to interest/attract

Insight and Opportunities


• Location, convenience is a major factor regarding “where to buy”

• Linked with “when” they buy … monthly, weekly, daily.

• Advertising in SA 2007 well over R20 billion … top 100 advertisers accounting for approximately 60%.

• Television and print at approximately R10 billion each.

• “Share of voice” ……

• “Affordability” and “Accessibility” distribution availability

• Stretchability of beef ….

Insights and Opportunities (Cont.)


– Normally: with results of this nature.– Especially: in SA 2008 context.– Increase advertising awareness … must achieve greater

reach, coverage of the middle mass market.– Increase advertising frequency

• Information/education aspect (Black)

• Reminder aspect (White)

– Message enhancement/optimising

(at minimum production cost).– Media type/mix.

Aspects to be addressed


• Frequency of flighting/exposure of SA Beef campaign.Get targets and measures for:

– Unaided awareness

– Frequency level

– Influence level

• “Black” market … versus “White” market specifics … subtleties.• Media, type and mix, and usage for specific reasons.• “Protecting”, as well as “Growing” beef demand.

Workshop for Road Ahead - Relook at specific aspects


Claimed Consumption of Beef

Consuption Number of

Times pm

TOTAL140

Black

76

White

64

Female

90

Male

50

R4000 to R9000

83

R9001 +

57

% % % % % % %

1 – 4 times pm 31 36 25 34 24 35 23

5 - 8 times pm 21 18 23 16 30 21 25

9 – 12 times pm 21 20 22 24 14 21 21

13 or more times pm 27 26 30 14 32 23 35


Summary of Selection of responses : Messages Recalled (Unaided Level)

%

“makes me starving for steak … .really good!”“the tenderness of the braai steak”“beef has great taste; and is nutritious…”

33

“builds muscle and bodies… little boy’s muscles “beef gives you extra strength”“good for children and adults… pregnant woman”

39

“plenty of variety of beef”“the stew looked good…. And the boy had a cute face!”“the little boys muscles”“there was a cute little boy eating stew” “beef is good for you”“many types of beef you can use”

42

“White Females”


Summary of Selection of responses : Messages Recalled(Unaided Level)

“Males (Black and white)”%

“looked like a great, appealing meal” 23

“beef steaks are great for braaing”“the guy braaing steaks … people enjoying themselves”“people come together around a good meal”“meat / beef brings people together”“enjoying socialising around a braai or steak”“delicious braaied beef steak!”

29

“all about building and having a healthy, strong body”“builds your body… shows the pregnant woman, and the little boy showing his muscles”“builds muscles and confidence”“eat beef and you will be strong as an ox”

44

“how easy it is to prepare beef beef meals”“the variety of ways you can take your beef”

21

“something about lean beef”“its about the quality and nutrition of beef”“South African beef is pure, and nutritious”

18


Unaided: Has the advertising for Beef influenced you….

% of sample ware of the advertising

Improved perceptions of beef 60

Confidence, assurance in

using beef 62

Overall enjoyment of using beef 70

Better understanding versatility of beef 79

Increasing use, variety of beef 45


Selections of “Reasons Why” people claim to be Influenced / or not really Influenced

Those (two-thirds) who claim to be influenced by the advertising for beef:

“because it shows other ways to enjoy beef …. Including kids meals”“I can enjoy it in many ways”“they show different types of beef served”“it’s a quality product from the way they show it”“its South African beef, and good quality”“it has influenced my eating habits”“the advertising makes you love beef, and eat even more of it”“I now include regular purchasing of beef with my groceries”“we now eat beef at least 3 times a week in different ways”(mince; steak; roast; sausage)“beef is good and nutritious … it builds bodies”“beef makes you stronger and able to cope”“it has iron and vitamins which you need”“its so tempting … you can’t resist!”“after seeing the ads I want to run out and buy a steak immediately!”“it’s really great for a braai”


Selections of “Reasons Why” people claim to be Influenced / or not really Influenced

Those (one-third) who claim not to be influenced by the advertising for beef:

“mainly because I don’t eat red meat”“there is the perception that beef or red meat is not good for you”

“beef is a normal part of our diet, with or without the advertising”“we are a family that eat all types of meat anyway”“I grew up eating beef, and its always in my diet”

“the advertising is dull / same old things …. Nothing new or grabbing attention”“advertising does not influence me generally”“it didn’t catch my attention”“I can’t remember anything from the ads”“the ads haven’t caught my attention to tell me something about beef“its not educative about beef”“I haven’t gained any knowledge on beef itself”


Typical “Top of Mind” responses (60 Face to Face interviews)

%

“its all about the tastiness of juicy beef“makes me hungry / want to eat beef now!”“makes me think of my next meal for the family”“looks very appealing – let’s eat”

49%

“interesting – shows reasons to eat more beef”“it looks great / delicious for any time of day, and different occasions”

“many ways to prepare and serve it”

30%

“beef appeals to a broad spectrum of people”“it’s great social food!”“I love the social aspect – people happy and enjoying beeffood together”

16%

“it’s part of everyone’s diet“good for all ages … even school lunch!””beef is good for adults and kids"

14%


Summary of messages recalled

• Beef is good for you … and for everyone, young and old.• Beef is healthy, nutritious.• Beef builds strong bodies … muscles…. Makes you a man.• Promoting SA Beef … pure … pride.• Benefits of beef are many …• Many cuts/varieties of beef…

– To suit the occasion

– To suit your taste

– To suit your pocket

• Beef is tasty, delicious, tender, juicy, tempting.• You can entertain with beef … its accepted.


Rating of the Advertising

Rated Highly Rated Low

8, 9, 10 5 or below

Likeability 35 18

Impact 38 14

Informative (re beef) 37 12

Informative (re versability) 45 12

Ability to influence purchase/

usage of beef 25 37

To use more/different cuts, variety 32 28


Probe: Perceptions

i) Is the Advertising doing a “good job” for beef?

Sample Total

60

%

Black

%

White

%

Female

%

Male

%

“Yes definitely” 22 21 24 23 21

“Yes” 49 44 54 52 46

Sub-total: 71 65 78 75 67

Somewhat / Not really

22 26 17 20 23

No 7 10 5 5 10

Notes: i) 70% positive that the advertising is doing a good job for beef. ii) Lower among Blacks respondents (65% vs 75% White)


Probe: What could be done to improve / increase the effectiveness of advertising for beef?

• Spontaneous answers have been analysed and can be grouped easily into 3 categories:

%Increase the numbers of ads / 74advertising frequency

Include more Black lifestyle 13 (Black 24%)

Include more information on regular 13basis on ways to prepare beef /new ways, interesting, different 13

• At focus group level ……….


What more could be done in advertising terms?

%

Advertise beef more

Greater frequency / exposure of advertising

Must increase the advertising

People need information … education

57

Show more / interesting ways to prepare something new

25

Include beef in more Black lifestyle settings and with Black style pap, vegetables

24


What more could be done in advertising terms?

%

Use more recipes, keep showing them regularly to keep beef exciting / interesting

24

Help with meal selection – give a typical week or month with rice variety so we can follow it more or less

(Reduce problem of thinking what to cook …)

19

Advertise specific specials 16

Advertise specific specials

Inform / educate people on different cuts of beef

16


Probe: Is the Advertising Convincing in Conveying the Message of the Versatility of Beef and that this is Valuable Benefit in Use?

• Respondents in the focus groups and personal interviews were asked to rate the advertising for beef on a score out of 10 for its ability to achieve the above. (10 = excellent; 9=very good; 8=good; 7/6 Average; below 6=poor – very poor) Focus Groups * Black females (9) very good

White females / males (9) very good

Personal Interviews

Scoring

Total

%

Black

%

White

%

Female

%

Male

%

10 Excellent 9 Very Good

21 18 24 23 17

8 Good 32 27 39 34 29

7 Average 6

26 31 21 25 28

5 / Below 21 24 16 18 26

Note: i) 21% Excellent / Very Good ii) Black lower at 45% 32% Good

53% A good score


Do you feel confidence / assured when using beef, that the product is wholesome, safe, healthy, nutritious?

Total140

%

Black

%

White

%

Female

%

Male

%

Yes definitelyYes

43

36

46

36

39

36

45

35

40

38

“Indifferent” 16 14 19 14 20

No

Not at all

4

1

4

1

5

1

4

2

2

1

Note: i) 80% yes16% Indifferent (makes higher)

ii) Only 5% negative about the product / beef


Where do Respondents Purchase Beef?

Total140

%

Black

%

White

%

Female

%

Male

%

Butcher“favourite” butcher

24

9

23

5

26

12

19

11

48

4

Supermarket 62 67 56 68 40

Indifferent traderOther*

2

3

3

2

-

5

-

2

4

4

• Abattoir; spaza; agent

•Notes: i) 33% “butcher” (Higher male; white)62% supermarket (Higher Black)

ii) The above is consistent with focus group output iii) Black middle mass market has limited access to butchers of acceptable standard.


Why they purchase where they do?

“Butcher” %It is much fresher/Fresher meat / beef 44(Prefer to watch them cutting portions for me)

Specialise in meat 16Focus on quality / variety

Convenient location 20

Very helpful in making up the order you want 14

You can phone order and pick up later 9

Know them personally and get good cuts 5

Cut to what you need 5

Friendlier than supermarket 4

Sometimes need their advice on type of beef ./ size, etc 4

Other 13


Why they purchase where they do?

“Supermarket”%

Convenient to buy meat there (as part of grocery shopping) 36

It’s the nearest / closest 18

There are not butcher shops convenient for me 15

Always clean, healthy / hygienic to buy there. Cleaner environment 34Trust the supermarket brand that they keep high level of hygienic/ handling ofmeat

Fresh and affordable 12

Fresh from a clean place 10

The food chain is controlled and quality assured by the supermarket 8

You know what you are getting is healthy and safe 8

Displayed well – easy to look and select the one for your needs 19

Offer variety of meats and cuts; and size of packets to suit your pocket 15


Has the advertising for beef influenced you positively regarding the safety aspect of beef (when you purchase beef it is fresh and hygenically marketed)

Total140

%

Black

%

White

%

Female

%

Male

%

Yes definitelyYes

31

40

30

36

32

46

32

42

24

36

Not sure 12 14 10 10 16

No 17 20 12 16 24

Note: i) 71% Yes 29% “No” Higher: Black 34%

Males 40%ii) “Safety” aspect currently not perceived to be a priority or problem aspect for respondents

Related more to butcher location and cleanliness / hygiene


Image Perceptions of Beef

%

Delicious/tasty/scrumptious

Unbeatable for taste

Succulent and juicy steaks, roast

Tasty, nice, cant live without it

Tender and tasty

Tempting smell and taste

Soft and juicy

66

Makes you a man

Gives you strength

Builds muscles

Builds body

Gives nutrients

Full of vitamins / iron

Full of proteins

48


Image Perceptions of Beef

%

It has benefits you body needs

Good for you / your body

Its healthy

Part of healthy diet

You need beef

39

Love beef biltong

Great for braai

Makes good stew / curry

Nice cold sliced

Sausages great

Mince very useful / versatile

Very good roasts

38

Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential SA Beef Research...

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Transcript of Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential SA Beef Research...