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Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential SA Beef Research Report Advertising reach/effectiveness 2007 Objectives,

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Presentation on theme: "Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential SA Beef Research Report Advertising reach/effectiveness 2007 Objectives,"— Presentation transcript:

1 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential SA Beef Research Report Advertising 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

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

3 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Small scale research including: 2 focus group discussions (Black female and White emale/Male) 140 personal interviews Gauteng; Urban; LSM years old; Black and White Black - 54%Female - 64% White - 46%Male - 36% Income range R pm - R14 000pm = 87% R plus = 13% Methodology and Samples

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

5 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Reach/Frequencies –Unaided awareness of SA Beef advertising Approximately % Perceived frequency level among the aware Approximately 30% Sufficient exposure to inform you regarding beef 45% Executive Summary (Cont.)

6 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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. Executive Summary (Cont.)

7 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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. Executive Summary (Cont.)

8 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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. Executive Summary (Cont.)

9 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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 dont 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

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

11 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential –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

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

13 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Claimed Consumption of Beef Consuption Number of Times pm TOTAL 140 Black 76 White 64 Female 90 Male 50 R4000 to R R %%%% 1 – 4 times pm times pm – 12 times pm or more times pm

14 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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 boys 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

15 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Summary of Selection of responses : Messages Recalled (Unaided Level) Males (Black and white) % looked like a great, appealing meal23 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

16 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Unaided: Has the advertising for Beef influenced you…. % of sample ware of the advertising Improved perceptions of beef60 Confidence, assurance in using beef62 Overall enjoyment of using beef70 Better understanding versatility of beef79 Increasing use, variety of beef45

17 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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 its 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 cant resist! after seeing the ads I want to run out and buy a steak immediately! its really great for a braai

18 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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 dont 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 didnt catch my attention I cant remember anything from the ads the ads havent caught my attention to tell me something about beef its not educative about beef I havent gained any knowledge on beef itself

19 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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 – lets 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 its great social food! I love the social aspect – people happy and enjoying beef food together 16% its part of everyones diet good for all ages … even school lunch! beef is good for adults and kids" 14%

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

21 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Rating of the Advertising Rated HighlyRated Low 8, 9, 105 or below Likeability3518 Impact3814 Informative (re beef)3712 Informative (re versability)4512 Ability to influence purchase/ usage of beef2537 To use more/different cuts, variety3228

22 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Probe: Perceptions i) Is the Advertising doing a good job for beef? SampleTotal 60 % Black % White % Female % Male % Yes definitely Yes Sub-total: Somewhat / Not really No71055 Notes: i) 70% positive that the advertising is doing a good job for beef. ii) Lower among Blacks respondents (65% vs 75% White)

23 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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 /74 advertising frequency Include more Black lifestyle13(Black 24%) Include more information on regular13 basis on ways to prepare beef / new ways, interesting, different13 At focus group level ……….

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

25 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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 specials16 Advertise specific specials Inform / educate people on different cuts of beef 16

26 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential 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 Good Average / Below Note: i) 21% Excellent / Very Good ii) Black lower at 45% 32% Good 53% A good score

27 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Do you feel confidence / assured when using beef, that the product is wholesome, safe, healthy, nutritious? Total 140 % Black % White % Female % Male % Yes definitely Yes Indifferent No Not at all Note: i) 80%yes 16% Indifferent (makes higher) ii) Only 5% negative about the product / beef

28 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Where do Respondents Purchase Beef? Total 140 % Black % White % Female % Male % Butcher favourite butcher Supermarket Indifferent trader Other* 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.

29 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Why they purchase where they do? Butcher % It is much fresher/ Fresher meat / beef44 (Prefer to watch them cutting portions for me) Specialise in meat16 Focus on quality / variety Convenient location20 Very helpful in making up the order you want14 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 Other13

30 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Why they purchase where they do? Supermarket % Convenient to buy meat there (as part of grocery shopping)36 Its the nearest / closest18 There are not butcher shops convenient for me15 Always clean, healthy / hygienic to buy there. Cleaner environment34 Trust the supermarket brand that they keep high level of hygienic/ handling of meat Fresh and affordable12 Fresh from a clean place10 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 needs19 Offer variety of meats and cuts; and size of packets to suit your pocket15

31 Marketta / SA Beef research Feb 2008All copyrights Reserved Strictly Confidential Has the advertising for beef influenced you positively regarding the safety aspect of beef (when you purchase beef it is fresh and hygenically marketed) Total 140 % Black % White % Female % Male % Yes definitely Yes Not sure No Note:i) 71% Yes 29% NoHigher: Black34% Males40% ii) Safety aspect currently not perceived to be a priority or problem aspect for respondents Related more to butcher location and cleanliness / hygiene

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

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


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