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Word of Mouth & Soft Drinks: A Report by The Keller Fay Group June 2014
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Transcript of Word of Mouth & Soft Drinks: A Report by The Keller Fay Group June 2014
© 2014 Keller Fay Group | Not to be quoted or distributed without written permission
Word of Mouth & Soft Drinks
June 2014
Key Findings
2
Soft drink word of mouth (WOM) volume declined since 2011, while sentiment remained stable.
Teens & Hispanics contributed most to the decline.
Offline soft drink WOM went down, while social media-based WOM grew since 2011.
Coca-Cola lost its WOM lead to Apple & Walmart.
Soft Drink WOM Declined Since 2011
3
40 38 36
34
20
25
30
35
40
45
2011 2012 2013 2014(Projected)
Bill
ion
s
Annual Beverage WOM Impressions
Soft Drinks Beverage Alcohol Still Beverages Sport/Energy Drinks Coffee
17 19 19
16
7.6 7.3 6.9 5.0
3.8 3.6 3.5 3.2 1.0 1.2 1.1 1.0 0
5
10
15
20
25
2011 2012 2013 2014(Projected)
Bill
ion
s
Note a smaller
scale than left chart
© 2014 Keller Fay Group, Source: TalkTrack®
Change in WOM
Change in Sales*
2011 vs. 2012 -3% -1.2%
2012 vs. 2013 -6% -3%
*According to Beverage-Digest
A steeper decline was noted in soft drink WOM than sales.
WOM for Most Soft Drink Brands Decreased Since 2011; Fanta is the Sole Exception
Brand Change vs.
2011
-7%
-9%
-15%
-8%
-10%
-17%
-14%
-26%
+11%
-23%
Change in WOM Volume Among Top 10 Most Discussed Soft Drinks
2011 vs. 2013
4 © 2014 Keller Fay Group, Source: TalkTrack®
Apple Replaced Coca-Cola as the Most Talked About Brand in America, Starting in 2013; Among Key Demo Segments, Apple or Walmart Are #1 in 2012 and 2013.
© 2014 Keller Fay Group, Source: TalkTrack®
2010 2011 2012 2013
Total Public
Men
Women
Teens
Millennials (18-34)
35-44 year olds
45-69 year olds
Hispanics
African-American
Affluent (+75K)
Dads
Moms
5
#1 Most Talked About Brand Among Segments
The findings are generally consistent
with 2014 in-progress. However, Coca-Cola
reclaimed the lead in the beginning of 2014
among those 35+, Hispanics & dads.
The Biggest Declines in CSD WOM is Seen Among Teens & Hispanics
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CSD talk also dropped by double digits for women, those 35-44, & Affluents
Key Contributors to the Decrease?
0
5
10
15
20
25
Men Women Millennials18-34
45-69 Moms 13-17 Affluent($75K+)
35-44 Dads Hispanic AfricanAmerican
Bill
ion
s
2011 2013
-12% -6%
-28% -10% -26% -4% -4% -14%
Boxes show % change
since 2011
Annual Soft Drink WOM Impressions Among Segments
© 2014 Keller Fay Group, Source: TalkTrack®
Offline Soft Drink WOM Down; Social Media Up
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Soft Drinks
Face-to-Face -8% -6% -9%
Social Media +23% +39% +31%
Changes in Projected WOM Impressions Since 2011
Face-to-Face, 84%
Phone, 9%
IM/Text, 3%
Social Media,
2%
Email, 2%
Other, 1%
Mode of Soft Drink Conversations, 2013 Steep declines in soft drink WOM were noted by all
modes of conversation, with the one exception being social media which grew by 23%.
© 2014 Keller Fay Group, Source: TalkTrack®
Soft Drink Sentiment Stable Since 2011
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70% 70% 71%
0%
15%
30%
45%
60%
75%
Soft Drink Positive WOM
2011 2012 2013
19% 20% 20%
0%
15%
30%
45%
60%
75%
Soft Drink Negative & Mixed WOM
2011 2012 2013
Sentiment of Soft Drink WOM - % Positive & % Negative/Mixed
© 2014 Keller Fay Group, Source: TalkTrack®
TalkTrack® Methodology
• Keller Fay Group’s TalkTrack®, a national syndicated
program measuring word of mouth in all forms –
face-to-face, over the phone, and through the
Internet.
– Over three-quarters of all conversations occur
face-to-face, as depicted in the pie chart.
• The study involves 36,000 online consumers
annually, yielding approximately 360,000
conversational mentions of brands.
• Respondents are representative of the US
population aged 13 to 69, use a diary to keep track
of their brand conversations, then complete an
online survey to gather detailed information about
these conversations.
Face-to-Face 77%
Phone 15%
Online 6%
Other 2%
Mode of Conversations Across All Categories
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© 2014 Keller Fay Group | Not to be quoted or distributed without written permission
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