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Project WE Quant label test 1 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Wyndham Estate Bin 555 - Quantitative Label Test -

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Presentation on theme: "Project WE Quant label test 1 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Wyndham Estate Bin 555 - Quantitative Label Test -"— Presentation transcript:

1 Project WE Quant label test 1 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Wyndham Estate Bin Quantitative Label Test - Detailed Report – November/ December 2007

2 Project WE Quant label test 2 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Methodology & Sampling Survey instrument: A two-stage process: - An initial screening process to ensure that all interviewees met requirements - Respondents were then directed to a central location to complete a 20 minute online study Target respondent: People aged 30 years and older who had bought bottled Shiraz red wine in the past 2 months Scope: Sydney-only Fieldwork: Recruiting: 5 to 28 November, 2007 Interviewing: 21 to 29 November, 2007 Sample composition:Total sample n=200 interviews - WE Bin 555 buyers, n=82 - Other Shiraz buyers, n=118

3 Project WE Quant label test 3 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Conclusions Business Issue: Should we adopt or reject the new pack (label)? Research Conclusion: Adopt. There is no evidence to suggest the introduction of the new label would be a disaster. The new label is on par with the current label and in some cases offers some strengths Strengths/Pros The new label is on par with the current label on key measures of: Appeal Likelihood of purchase Preference Representing expectations of the brand (with only minimal resistance from current brand users) Readability Impression of wine quality conveyed Imagery and values communicated (but while mostly the same, the new label is seen as slightly more contemporary) When compared against Penfolds Koonunga Hill, the new BIN 555 label is the clear winner in preference Verbatim responses suggest that the new label is more clean, clear and easy to read Weaknesses/Cons There really are no weaknesses evident from the quantitative information captured. That said, qualitative verbatims point to a possible issue to be aware of, which is that the new label may not stand out, it may lack colour and life and may be boring to some (the same issue applies to the current label but to a lesser extent ). Note that the red of Koonunga Hill really stands out

4 Project WE Quant label test 4 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Total sample Monadic Appeal Key Measures: Label Appeal, Purchase Likelihood and Preference [Using a scale of 1 which is dislike extremely to 10 which is like extremely, please tell us to what extent you like or dislike this label for Wyndham Estate Bin 555] [Assuming that this is the label on Wyndham Estate Bin 555, that it is available where you generally buy wine and that it is acceptably priced, how likely would you be to buy it?] [Please now look at the label of Wyndham Estate Bin 555 marked TA and compare it against the label of Wyndham Estate Bin 555 marked VF. Which of the two pack designs do you most prefer?] (Like extremely) (Dislike extremely) +2+3 New label Current label Likelihood of purchase Very likely Likely Neither likely nor unlikely Somewhat or very unlikely New label Current label Preference Prefer NEW label Prefer CURRENT label No preference/Both equally/Don't Know New vs Current CURRENT label appears the marginal winner in Appeal, but the difference is not significant No significant difference in likelihood of purchase of with either label No significant difference in label preference NEW label Very Likely purchase likelihood is significantly higher among Bin 555 buyers (54%) No other differences No differences by Bin 555 Buyer, Gender or Age There is very little, if any, difference between the new and current labels in terms of appeal, purchase likelihood and preference. Based on these measures, introducing the new label is a safe bet and unlikely to lead to problems Base: New label ratings n=108. Current label ratings n=92. Preference based on total sample n=200 % % %

5 Project WE Quant label test 5 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Monadic Expectations Expectations of Wine, Label Readability and Perceived Quality of Wine [Looking at this label for Wyndham Estate Bin 555, to what extent does it represent what you expect of Wyndham Estate Bin 555?] [To what extent can you read this label for Wyndham Estate Bin 555 easily and clearly?] [Do you believe this label for Wyndham Estate Bin 555 gives the impression that the quality of the wine has changed?] Very much represents what I expect Somewhat represents what I expect Does NOT represent what I expect Dont know/Not sure New label Current label Readability Can very easily and clearly read Can read but not very easily and clearly I have difficulty reading the label New label Current label Perceived Quality Gives impression the wine has improved Gives impression the wine has declined No change in quality No significant difference in expectations set by either label No significant difference in readability of either label No significant difference in impression of wine quality given by either label 9% of Bin 555 buyers say the NEW label does NOT represent what I expect (very low all considered) CURRENT label Very much represents what I expect is significantly higher among those 40 years and up (65%), and lower for those (31%). No difference for new label No differences by Bin 555 Buyer, Gender or Age There is very little, if any, difference between the new and current labels in terms of expectation of the wine, label readability and the impression of wine quality communicated. Based on these measures, it seems introducing the new label is a safe bet and unlikely to lead to problems Base: New label ratings n=108. Current label ratings n=92 New label Current label No differences by Bin 555 Buyer, Gender or Age % % %

6 Project WE Quant label test 6 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Label Image Attributes New vs Current The labels are very similar in the imagery and values they communicate. Neither label is seen as dated and daggy or old fashioned, and both seem to meet expectations of the brand. There are no significant differences overall on any dimension between new and current Base: New label ratings n=108. Current label ratings n=92 [To what extent do you agree or disagree that the label marked (TA/VF) for Wyndham Estate Bin 555 communicates the following to you?] NET Strongly Agree + Somewhat Agree shown (Top 2 box)

7 Project WE Quant label test 7 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Label Image Attributes New Label: Profiled Base: New label ratings n= Current label ratings n=13-79 Bin555 Buyers 79 Bin555 Buyers 77 Bin555 Buyers yrs 95*!small base Non Bin555 Buyers 38 Results in Blue are significantly higher than rest of sample In all, there are few differences in the perceived imagery of the new label across different groups. Differences that are evident simply favour those more likely to be in the category/brand: Some attributes of new label are naturally more vivid among Bin 555 buyers (for someone like me, generous intense flavour, distinctive) [To what extent do you agree or disagree that the label marked (TA/VF) for Wyndham Estate Bin 555 communicates the following to you?] NET Strongly Agree + Somewhat Agree shown (Top 2 box)

8 Project WE Quant label test 8 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Label Image Applies Most To Base: n= (Total sample less those responding Dont Know for a given attribute) Label image comparison Is premium Is stylish Is contemporary Is authentic Is distinctive Is worth paying more for Suits the brand Applies most to:Current labelNew label Contemporary is the only attribute significantly different overall: 60% of Shiraz drinkers say it describes the NEW label more than the current. Other attributes evenly split the two labels with no significant difference overall [For each of the statements below, please tell us to which bottle it applies most] Males are more likely to find the new label more authentic (55%) than females (39%) No other differences on any other attribute by Bin 555 Buyer, Gender or Age On a two-label preferred basis, Shiraz drinkers are evenly split between the new and current label in terms of attributes describing one more than the other (with the exception of Contemporary)

9 Project WE Quant label test 9 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Current Label New Label Likes (Strengths) of the New and Current Labels Clean/clear/easy to read/simple design (easy to see what it is) Classy/elegant/stylish/refined/ expensive looking (sense of high quality) Provides additional info/description to help guide choice - e.g. aroma/taste/history/origins Colours used Traditional/vintage design (sense of high quality) Font style (general) Bold/eye-catching/distinctive design (it stands out) Like the brand/like that it's from 'Wyndham Estate' [What do you LIKE about this label for Wyndham Estate Bin 555?] Clean/clear/easy to read/simple design (easy to see what it is) Classy/elegant/stylish/refined/expensive looking (sense of high quality) Traditional/vintage design (sense of high quality) - from an old/established winery Colours used Bold/eye-catching/distinctive design (it stands out) Provides additional info/description to help guide choice - e.g. aroma/taste/history/origins The signature at the bottom The presentation of 'Bin 555' Shiraz drinkers like that the labels are clean, clear and easy to read, but this is even more liked in the new label. They appear equal in terms of class, elegance and style (a sentiment supported by the image attribute ratings). The current label conveys more traditional/vintage/established qualities where additional information is a strength of the new one. % Base: New label ratings n=108. Current label ratings n=92

10 Project WE Quant label test 10 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Current Label New Label Dislikes (Weaknesses) of the New and Current Labels Doesn't stand out/not eye catching/ uses dull colours/is boring Fonts used are too small (for the front of the bottle) Too much text/too wordy (for the front of the bottle) Looks old fashioned Issues with 'BIN 555' Looks cheap The serrated edge of the label Other Nothing/don't dislike anything [What do you DISLIKE about this label for Wyndham Estate Bin 555?] Many shiraz drinkers find that the new label lacks a stand-out/eye-catching quality – more than for the current label % Base: New label ratings n=108. Current label ratings n=92 Doesn't stand out/not eye catching/ uses dull colours/is boring Fonts used - too small/unattractive Looks cheap - too 'commercial'/'production line' Issues with 'BIN 555' Issues with presentation of 'Wyndham Estate' Attempt to make it look old is not convincing Size of labelling Other Nothing/don't dislike anything

11 Project WE Quant label test 11 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Preference: New Label vs Competitor (Koonunga Hill) Whilst there is no difference in preference between the New label and the Current label, there is a strong preference for the New label versus Koonunga Hill Base: Total sample n=200 [Please now look at the bottle of Wyndham Estate Bin 555 {New label} and compare it against the bottle of Penfolds Koonunga Hill. Which of the two pack designs do you most prefer ?] [Please look again at the label of Wyndham Estate Bin 555 marked TA. If this label included the statement SOUTH EASTERN AUSTRALIA to highlight the wine's origin, would this addition make you think of BIN 555 more favourably, less favourably or in the same way you did previously?] Preference vs Koonunga Prefer NEW label Prefer Penfolds Koonunga Hill No preference/Both equally/Don't Know New vs Koonunga Hill No significant differences by Bin 555 Buyer, Gender or Age. However, Bin 555 Buyers do provide the highest preference for the new label over Koonunga Hill (70, despite this difference not being significant) Bought WE Bin 555 Has not bought WE Bin 555 MaleFemale n=82n=118n=95n=105n=167n= %

12 Project WE Quant label test 12 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Prefer Koonunga Hill over New Label Prefer New Label over Koonunga Hill Reasons for Label Preference New vs Koonunga Hill Suggests a more classy / elegant/stylish/refined/expensive wine (greater sense of quality) Prefer some of the colours used Is a more bold/eye- catching/distinctive design Clean/simple/easier to read Prefer the fonts used Suggests a more traditional/vintage wine (greater sense of quality) Is a more modern design [Why do you say that? Please provide as much detail as possible] Among consumers who prefer the new BIN 555 pack, it conveys more class & elegance than the Koonunga pack. Those preferring Koonunga are attracted to the colouring, finding it bolder, more eye-catching. % Base: New over Koonunga n=129. Koonunga over New n=55 Is a more bold/eye- catching/distinctive design Prefer some of the colours used Clean/simple/easier to read Suggests a more classy/elegant/stylish/refined/ expensive wine (greater sense of quality) Prefer the fonts used Suggests a more traditional/vintage wine (greater sense of quality) Provides more appropriate quantity of information on the label

13 Project WE Quant label test 13 © arnold&bolingbrokeABA776 Project WE BIN 555 Label Test November 2007 Utility of Having South Eastern Australia on Label Base: Total sample n=200 [Please now look at the bottle of Wyndham Estate Bin 555 {New label} and compare it against the bottle of Penfolds Koonunga Hill. Which of the two pack designs do you most prefer ?] [Please look again at the label of Wyndham Estate Bin 555 marked TA. If this label included the statement SOUTH EASTERN AUSTRALIA to highlight the wine's origin, would this addition make you think of BIN 555 more favourably, less favourably or in the same way you did previously?] Utility of Wine Origin More favourably Less favourably In the same way as previously Thoughts about Bin 555 with South Eastern Australia added to the label… No significant differences by Bin 555 Buyer or Gender. However, Bin 555 Buyers do provide a higher More favourably response at 48 (despite this difference not being significant). Bin 555 non-buyers 37. Those aged 50+ years are more likely than those under 50 to think of it in the same way as previously South Eastern Australia should be added to the new label: 2 in 5 Shiraz drinkers think of Bin 555 more favourably and half think its the same with these words added Bought WE Bin 555 Has not bought WE Bin 555 MaleFemale n=82n=118n=95n=105n=167n= %


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