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Hecto Grow Launch Evaluation. Case Study Hecto Grow, a growing up milk (GUM) product, was launched into the Joka market in April Y3. As the brand’s manager,

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Presentation on theme: "Hecto Grow Launch Evaluation. Case Study Hecto Grow, a growing up milk (GUM) product, was launched into the Joka market in April Y3. As the brand’s manager,"— Presentation transcript:

1 Hecto Grow Launch Evaluation

2 Case Study Hecto Grow, a growing up milk (GUM) product, was launched into the Joka market in April Y3. As the brand’s manager, you are required to assess Hecto Grow’s performance, chalk out plans and initiatives, and set objectives and targets for the brand for the next financial year. The questions to address include: ­ How effective was the brand’s launch and what is its market potential? ­ What needs to be done to further grow the brand and enhance its equity?

3 Background: Growth Opportunities for Hecto Grow

4 White Malt Drinks Market

5 Growing Up Milks – some basic market measures Year 3

6 Launch of Hecto Grow Launch Evaluation

7 Advertising Spend – Growing Up Milk Media (%) TV Spend (%) Year 3 Media Spend: $ 17.3M (All Growing Up Milks)

8 Advertising Awareness % Share of Voice (% $ spent) Y3 (full year) 28% 28% 19% 12% 5% End Year 3 (Dec Y3) See explanation of Share of Voice in notes below

9 Brand Awareness % End Year 3 (Dec Y3)

10 Value Share

11 Hecto Grow Packs – Sales in Kg in Supermarkets and Hypermarkets Week 32 Deep price off at leading Supermarket Wk41 Y3: Hecto Grow GUM 400gm + Hectomalt 400gm C.Storage: FP: $9.50 Weeks 14 to 47 of Year 3 Supermarket / Hypermarket - Sales (kg)

12 Hecto Grow: Source of Growth in volume Hecto Grow Gain Gain-loss analysis (% volume) Jan -Jun Y3 vs Jul-Dec Y3 Neslac Nespray Pediasure Grow 18.5% 6.9% 5.4% 6.5% 2.7% Dumex 48.4% All Others 11.6%

13 Gains (Interaction) index of Hecto Grow with Neslac, Dumex and Gain Hecto Grow: % Switching Gain (volume) Gain Index Jan -Jun Y3 vs Jul-Dec Y3.

14 Hecto Grow: Ever Tried (based on Households buying Growing Up Milks) Trial (%): Cumulative Penetration as % of Category Buyers

15 Repeat Buyers: % trialists who repeat buy Hecto Grow % conversion from trial to repeat purchase

16 Repeat Buying Rate (RBR) for Hecto Grow Repeat Buying Rate for Hecto Grow (GUM%) Buying Index = 105% period after initial trial Refer notes pane for explanation

17 What consumers dislike about Hecto Grow Product (any) Child does not like taste Limited choice of flavours Child not like sweetness level Child prefers regular brand Does not dissolve easily Expensive / Regular brand is cheaper Nothing Not as nourishing as regular brand Too malty TotalLapsed Buyers Repeat Buyers What (if anything) do you dislike about Hecto Grow? (open-ended question) Refer notes pane for explanation

18 Hecto Grow and Hectomalt To what extent does it help grow Hecto heritage and brand equity

19 Perceptions of Hecto’s range of drinks, after launch of Hecto Grow “prefer Hecto drinks more now” Strongly Agree % Base : All who are aware of Hecto Grow Strongly Disagree “meets child’s nourishment needs better” “healthier now” “better health throughout life” “confused by what Hecto stands for” “better suited for growing children” Agree Neither agree, nor disagree Disagree Refer notes pane for explanation

20 Brand Equity Indices Health Food Drinks and Growing Up Milks NA Health Food Drinks Growing Up Milks

21 Top of mind awareness – for Hectomalt in Health Food Drinks over the years Hectomalt: Top of Mind Awareness in Health Food Drinks Y(-3): 3 years before Y0

22 Hecto Grow and Hectomalt Drinkers – Usage Overlap Analysis Duplicators Hectomalt 78% Hecto Grow 37% Hecto Grow Year 3 Duplication Analysis Base: All households consuming Hectomalt/Hecto Grow Hectomalt & Hecto Grow = 100%

23 Total Chinese S$4,000 & below * Hecto Grow * Race H/H Income Mixed Family Older Family Demographics (Index) Hectomalt and Hecto Grow Malt Drinkers Demographic profile Hectomalt S$4,001 & above Adult Households Young Family Life Stage * small base Other Year 3 (full year analysis) Young family – Families with children aged below 10 years Mixed family – Some children aged below 10, some above 10 Older family – Families with children aged above 10 years

24 Growing Up Milk Brands bought by Hectomalt Drink buyers Cross-Purchase analysis: Jul-Dec Y3 What brands of Growing Up Milks do Hectomalt buyers purchase? % buying Base: Hectomalt buyers in homes with one or more child aged below 10 years % share

25 Evaluation of Hecto Grow’s launch

26 Plans and Initiatives to strengthen Hecto Grow

27 Objectives and Targets for Y4

28


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