Set the scene with the JAMES STREET MARKETS DVD.
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Transcript of Set the scene with the JAMES STREET MARKETS DVD.
6
Small Seed
No Strings
Firm Flesh
Subtle Flavour
Highly Coloured
Original Marketing StrategyIncrease Penetration ….attract new users
Subtle Aroma
Voyage of Discovery
“We shall not cease from explorationAnd the end of all our exploring
Will be to arrive where we startedAnd know the place for the first time”
T.S.Eliot
Research Method
PART 1: Qualitative
Purpose
Understand current mango purchasing & consumption behaviour
Method
9 Focus Groups Bris/Syd/Melb with regular & occasional buyers
Conducted
Dec 2008
BE
HA
VIO
UR
& A
TIT
TU
DE
S
PART 2: Quantitative
Purpose
Determine the incidence of buying & provide a profile of buyers
Method
Newspoll Omnibus of Adults 18+ across Australia
Sample n = 1200
Conducted
Jan 2009
INC
IDE
NC
E
Part 3: Quantitative Online Survey with Mango Buyers
Purpose
Quantify the insights developed qualitatively
Method
Online customised survey 15 minutes in length
Sample n = 900
QLD/ NSW/ VIC
Conducted
Feb 2009V
AL
IDA
TIO
N
Confidential & Proprietary Copyright © 2010 The Nielsen Company
One Harvest – Mango Review 09
Insights into Purchasing Behaviour of Mango HouseHolds Summer 2008/9
Where they purchase
Frequency
AWOP
Av. spend per occasion
Av. HH spend
10
TropicalVisibly Beautiful
Bursting with Flavour
VelvetyVery Special
“Yeah. It’s a unique fruit. If you love it, like we all do...it’s something that you put in your mouth and ... it sort of conjures up a very good feeling as you eat it.”
Exotic
Unique
King of Fruits
Sensual
Treat
Emotional
No Substitute
Market Overview Who’s Buying?
58% or 9.4 M Australian adults bought mangoes in the 08/09 season
42% or 6.7M Australian adults did not buy mangoes
Opportunity
Drive Purchase FrequencyConvert fortnightly purchasers to weekly = 17 million mangoes @ $3 = $51 M
Convert occasional purchasers to fortnightly = 16 million mangoes @ $3 = $48M
$100 M Prize
Opportunity
Drive Average Weight of PurchaseMango consumers have a number of ‘Eating Occasions’ to satisfy and providing a ‘Deeper Offer’ will drive AWOP
use Sizes and Price Points to differentiate eating occasions
$100 M Prize
Market OverviewWhere are they buying?
80%
62%
30%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Supermarkets
Green Grocers
Farmers Markets/ Markets
Other
Q3 Please select all the places that you usually purchase mangoes from. Select all that apply. (n=904)
Market Overview
63%14%
23%When at store
Before Store
Sometimes before &sometimes at store
When do they decide to buy?
Total Buyers
IMPULSE is KING 2 in 3 mango buyers claim to decide to buy mangoes at POP
A further 23% claim to sometimes decide before & sometimes at POP
ONLY 14% plan to buy mangoes
“I’m a weekly shopper with the groceries & stuff, but I just noticed I never ever put mangoes on my “to buy” list. But it always seems to capture my attention whenever I’m in the fruit & vegie aisle, and if they look good, I can’t resist but to take four or five of them home.”
Mango sales are heavily dependent on
IMPULSE PURCHASE
with a higher incidence in Supermarket ONLY Shoppers 73% and
Occasional Buyers 72%
Key Insight
Market OverviewWhat influences their purchase?
The biggest influencer on Mango purchasing is QUALITY. A huge 88% claim it has a MAJOR INFLUENCE
Price of mangoes is second BUT is intrinsically linked to quality i.e. VALUE
91% claim having a display full of fresh mangoes impacts purchase
Market Overview What prevents them from purchasing?
QUALITY MATTERS
Whilst price is important it is linked to the true ‘VALUE’ of the mangoes on offer
Reflecting the quality driver 76% claim finding it difficult to ‘pick’ a good mango as a barrier to purchase
and 69% of mango buyers are inhibited by poor in store displays
Only 13% of buyers claim lack of awareness as an influencer
21
Firm
Orange Flesh
Sweet
Visibly Beautiful
Small Seed
No StringsFirm Flesh
Juicy
King of Fruits
Mango Aroma
Unique Mango Flavour
QUALITY
MARKETTarget the Primary Market i.e. 58% of the adult population who are currently buying mangoes. Non users are a Secondary Market & the potential size & cost of access needs future investigation.
Align the Calypso experience with consumer expectations of a good / great mango - targeting a consistent 8 out of 10, across all purchasing & eating criteria, within 3 years.
IMPULSECapitalise on the impulse purchase behaviour by strengthening our in store presence with large luscious displays of good quality fruit in prominent positions & multiple locations.
FREQUENCYIncrease purchase frequency by broadening customer base. Consumers purchased mangoes on an average of 2.6 occasions during the 08/09 season. Target a base increase of 35% taking average purchase occasion to 3.5 09/10 season. TARGET ACHIEVED SOURCE: Neilsen Australia Scan Track 2009 (357726)
Introduce a “deeper offer” and “multi buys” to drive AWOP. Increase the average weight of purchase by 25% from 1.2 pieces per occasion to 1.5 pieces. TARGET EXCEEDED SOURCE: Neilsen Australia Scan Track 2009 (357726)
Marketing Objectives
AWOP