Copyright © 2007 Kadence Research India Advertisement Concept Testing (Phase-II) TOPLINE FINDINGS Pr epared for: Abt. Associates Prepared by: Kadence Research India Kadence: Boston London Delhi Hong Kong Jakarta Kuala Lumpur Singapore Sydney Times of India Building, 23-A, Shivaji Marg, New Delhi Tel: Fax: Web: / Web:

Copyright © 2007 Kadence Research India 2 Running Order 1.0Objectives & Method 2.0Key Research Findings- 2.1 Overall Impression on the Concepts 2.2 Concept Preference 2.3 Overall impression on LOGOS 2.4 LOGO Preference 2.7 Overall Impression on the Radio Spots 2.8 Tagline Preference 3.0Overall Suggestions

Copyright © 2007 Kadence Research India Objectives and Method

Copyright © 2007 Kadence Research India Research Background & Objectives Research Background: In order to improve (KAP-Knowledge, Attitude & Practice) access to information/counselling and services for fertility regulation and contraception with a wide range of choice, by an planned & integrated way, Abt. Associates wants to intervene in the sector by targeting the youth under a new Youth Friendly Initiative. As a part of this initiative, Abt. along with their AD Agency have developed a few concepts. Kadence India has been appointed to test those concepts among SEC C and D youth (Married and Unmarried) in Lucknow (Uttar Pradesh) Primary Research Objectives: This study is designed to test & identify The most preferred Pictures The most preferred Text messages & Textual Information The most preferred Logos & Taglines The most preferred Brand names The most colour preference for different concepts & Logos & To give suggestions for developing an the Ideal Concept in key association with Message, Picture, name, Logo and tagline

Copyright © 2007 Kadence Research India Methodology Qualitative Survey: 4 Focus Groups Discussions Among C & D SEC Among the Youth of 20 to 24 Years of Age (Married) Data Collection FGD Held 19 th September –20 th September, 2007 Respondents Male-Married Years for Group No-I Male-Married Years for Group No-II Female- Married Years for Group No-III Female-Married Years for Group No-IV

Copyright © 2007 Kadence Research India Overall Impression of the Concept 2. Research Findings Notes: Green in Colour= Positive Reactions Red in Colour = Negative Reactions Blue In colour = Suggestions

Copyright © 2007 Kadence Research India 7 Concepts Tested The Concepts Concept-IConcept-II

Copyright © 2007 Kadence Research India 8 Concept –I: Reactions of Participants-I Picture Evaluation: Elicits confused reactions Across the board the daughter felt to be too old in relation to the mother The daughter seems more matured and coy and in need of guidance The mother portrays the desired look – not too old or grandmotherly Picture Evaluation through Graphs -Quantitative Findings: Graphical evaluation of the Picture of the Concept -I shows that accross groups respondents did not appreciate the picture Percent people discarded by calling it as cheap where as percent regarded it as common nothing new in it. It is because of the fact that The pair looks like sisters rather mother and daughter It is hard to identify the daughter Some opined that though the mother has Sindoor & Mangal Sutra but the daughter does have only Sindoor on her temple but no Mangal sutra. A few remarked them as aunti - aunti Clearly shows a need to rework the image

Copyright © 2007 Kadence Research India 9 Concept –I: Reactions of Participants-II Kind of Person -Evaluation: Across groups, respondents did not appreciate the daughters depiction The current visual shows the age to be about 30 + and does not come across as someone who is unsure about family planning methods or sexual concerns Age gap between the daughter & mother figured in this concept is very less. Colour Evaluation: Lukewarm responses – neither dislikes nor excites Colour Evaluation through Graphs -Quantitative Findings: Graphical evaluation of the Colour of the Concept -I shows that accross groups respondents gave mix response on the color. Though around 50 percent participants appreciated the over all color scheme percent discarded by calling it as cheap. About 40 percent participants regarded it as average.

Copyright © 2007 Kadence Research India 10 Concept –I: Reactions of Participants-III LOGO Evaluation: The logo used in this ad has been appreciated by most of the participants. But they also felt that the Sathiya as a brand name will be more suitable for this concept. Tagline Evaluation: Positive reactions Felt to be very simple Views on the Textual Information-Sentence-1: Parivar niyojan aur……. The text communicates guidance on sexual problems (for the males) and family planning advice and guidance (for females) Women also felt that the convenience of this service would enable them to get access to the right family planning methods, helping them care or their own health, provide for the children in a planned manner and hence have a good life. Everybody appreciated the sentence for its simplicity and clarity Text Message/Slogan Evaluation: Maa hi meree…… ACB strikes an instant positive response from the women participants The ACB felt it to be very true in nature The married males too liked the text message/slogan depicted in this ad. They opined that they would show it to their wives - its more relevant to the women

Copyright © 2007 Kadence Research India 11 Concept –I: Reactions of Participants-IV Views on the Timing-Sentence-1: Pratah 10 baje she sham 8 baje tak Female registered no complain about the timings. The male participants viewed that as they are working they wont be able to avail the facilities during this proposed time. Thus, they suggested to extend the time in the night for a couple of hours or more They will appreciate if it will be for 24*7 Views on the Toll free Number: Toll free no……. Most understood the concept of toll free number, while some had to be explained. Most of them would prefer Nishulk in place of Toll free Views on the Textual Information- Last Sentence : Par Mahilayen…. Convenience of getting guidance (at our time) and the privacy of the same felt to be a major benefit The service was felt to do away with the basic barrier of embarrassment due to the privacy offered oThe idea of Saathiya saheli and Saathiya MItra appreciated by the Female participants where as the male counterparts failed to understand the message clearly. Views on the Textual Information-Sentence-2: Lucknow mein apne…. The information on chemists, females doctors and physicians also well registered – but felt to be in the Saathiya centers to take the calls or advice face to face No. of centers (350 at Lucknow ) felt to be independent Saathiya centers

Copyright © 2007 Kadence Research India 12 Concept –I: Reactions of Participants-V Overall Text Evaluation: (Common for both concepts) Information as per the respondents view considered to be good However the information lacks the ability to convey the true / intended network format of Saathiya Text Evaluation through Graphs -Quantitative Findings: Graphical evaluation of the text of the Concept -I shows that accross groups respondents had mix response. Most of them Percent people regarded it as good where as percent regarded it as common nothing new in it. But no body has discarded the textual part. Most of them appreciated the points the concept tries to convey but they had complaints on the way the message has been conveyed. (especially a few) Thus, it clearly shows a need to rework the image

Copyright © 2007 Kadence Research India 13 Concept –I: Suggestions By Participants-VI Suggestions on Text Information : (Timing, Toll free Number…) Need to clarify the word centre as everybody thinks it as there will be independent centres for the counselling purpose. Need to hint at how the service will work Need to increase the timings from 8 pm to 10 pm (women) or 12 pm (men) at least. They would appreciate if it can be for 24*7 Substituting toll free with nishulk would aid in better understanding The last sentence need to be reframed as a good number of participants failed to understand the message that wants to give. Hypothesis of alienating / antagonizing the mother – NEGATIVE Most women felt that the mother would be relieved that the daughter would have an avenue for guidance if she cannot talk to her freely on these matter, as a mother always wants the best for her daughter Only a couple in a group felt that some mothers may feel that the advice would be the modern school of thought and may be apprehensive that the daughters consult such centers Suggestions On Picture: Respondents empathically suggest the daughter to be shown as a young newly married daughter in the age group of 20 – 25 years Needs to be coy and naïve to suggest her need for guidance and advice

Copyright © 2007 Kadence Research India 14 Concept –I: Quotes By Participants-VII who is the mother and who is the daughter? this daughter seems as if she only can teach the mother a thing or two (women) are they sisters? …what is the meaning of this? …jabardasti they have shown mangalsutra in one and not on the other to show one is daughter…this is not proper at all (men) this is true to an extent….it will be for my wife…I will show this to her (men) we can talk to them face to face and also call if you want to keep your privacy… (women) but the timings are too short…not for us..we can think of calling up for such things only late in the night (men) the wordings are the best.This is what we feel anyway. that they have rightly said (women)

Copyright © 2007 Kadence Research India 15 Concept –II: Reactions of Participants-I Picture Evaluation: The visual liked in all groups No major negatives noted The visual related to very well in all groups However, in the women groups it was felt to be necessary to clearly depict the couple in the early 30s with a child and contemplating family planning hereon (current visual indirectly conveys the same due to the look and clothes of the models) Picture Evaluation through Graphs -Quantitative Findings: Graphical evaluation of the Picture of the Concept -II shows that with a few exceptions accross groups respondents appreciate the picture Percent people regarded it as attractive where as percent regarded it as beautiful. A few regarded it as common but not exacting. However, it has not come across as a cheap visual.

Copyright © 2007 Kadence Research India 16 Concept –II: Reactions of Participants-II Kind of Person -Evaluation: The visual drew positive reaction - no dislikes Some males felt the couple to be a newly married couple wanting to delay pregnancy Colour Evaluation: Lukewarm responses – neither dislikes nor excites Colour Evaluation through Graphs -Quantitative Findings: Graphical evaluation of the Colour of the Concept -II shows that accross groups respondents gave mix response on the color. Though around 65 percent participants appreciated the over all color scheme 35 percent discarded by calling it as old fashioned and common. Thus look needs to be improved.

Copyright © 2007 Kadence Research India 17 Concept –II: Reactions of Participants-III LOGO Evaluation: The logo used in this ad has been appreciated by most of the participants. But they also felt that the Sathiya as a brand name will be more suitable for this concept. Tagline Evaluation: Mainly intended at the newly married people Felt to be appropriate and suitable to the concepts Views on the Textual Information-Sentence-1: Parivar niyojan aur……. The text communicates guidance on sexual problems (for the males) and family planning advice and guidance (for females) Women also felt that the convenience of this service would enable them to get access to the right family planning methods, helping them care or their own health, provide for the children in a planned manner and hence have a good life. Everybody appreciated the sentence for its simplicity and clarity Text Message/Slogan Evaluation: Jeevan sathi ki…… ACB strikes an instant positive response from the male participants The ACB felt it to be very true in nature The married females too liked the text message/slogan depicted in this ad. A few opined that these two sentences doesnt match appropriately.

Copyright © 2007 Kadence Research India 18 Concept –II: Reactions of Participants-IV Views on the Timing-Sentence-1: Pratah 10 baje she sham 8 baje tak Female registered no complain about the timings. The male participants viewed that as they are working they wont be able to avail the facilities during this proposed time. Thus, they suggested to extend the time in the night for a couple of hours or more They will appreciate if it will be for 24*7 Views on the Toll free Number: Toll free no……. Most understood the concept of toll free number, while some had to be explained. Most of them would prefer Nishulk in place of Toll free Views on the Textual Information- Last Sentence : Par Mahilayen…. Convenience of getting guidance (at our time) and the privacy of the same felt to be a major benefit The service was felt to do away with the basic barrier of embarrassment due to the privacy offered oThe idea of Saathiya saheli and Saathiya MItra appreciated by the Female participants where as the male counterparts failed to understand the message clearly. Views on the Textual Information-Sentence-2: Lucknow mein apne…. The information on chemists, females doctors and physicians also well registered – but felt to be in the Saathiya centers to take the calls or advice face to face No. of centers (350 at Lucknow ) felt to be independent Saathiya centers

Copyright © 2007 Kadence Research India 19 Concept –II: Reactions of Participants-V Overall Text Evaluation: (Common for both concepts) Information as per the respondents view considered to be good However the information lacks the ability to convey the true / intended network format of Saathiya Text Evaluation through Graphs -Quantitative Findings: Graphical evaluation of the text of the Concept -I shows that accross groups respondents had mix response. Most of them Percent people regarded it as good where as percent regarded it as common nothing new in it. But no body has discarded the textual part. Most of them appreciated the points the concept tries to convey but they had complaints on the way the message has been conveyed. (especially a few) Thus, it clearly shows a need to rework the image

Copyright © 2007 Kadence Research India 20 Concept –I: Suggestions By Participants-VI Suggestions on Text Information : (Timing, Toll free Number…) Need to clarify the word centre as everybody thinks it as there will be independent centres for the counselling purpose. Need to hint at how the service will work Need to increase the timings from 8 pm to 10 pm (women) or 12 pm (men) atleast. They would appreciate if it can be for 24*7 Substituting toll free with nishulk would aid in better understanding The last sentence need to be reframed as a good number of participants failed to understand the message that wants to give. Suggestions On Picture: Retaining the current early 30s look – need to make the visual more lively and exciting Currently too drab May indirectly hint at a child at home connoting the need for family planning

Copyright © 2007 Kadence Research India 21 Concept –II: Quotes By Participants-VII the picture is good…but too common like..also it should be shown as they have a child and now want to go for family planning…no one will delay first child (women) The wordings (of the tagline) are all very nice…very suitable (men) nishulk is a better word…all will understand…but we need to know if we can call from mobile as well as landline (women)

Copyright © 2007 Kadence Research India 22 Where do they Stand? Overall Evaluation (Concept-I) Information as per the Participants view percent dont like the concept because of its Picture and a few textual errors. Only a few participants have liked the concept. Overall Evaluation: (Concept No-II) Information as per the Participants view Percept participants like the concept very much where as have given an average rating to it. They have a comments. (Given)

Copyright © 2007 Kadence Research India Overall Impression on The LOGOs 2. Research Findings Notes: Green in Colour= Positive Reactions Red in Colour = Negative Reactions Blue In colour = Suggestions

Copyright © 2007 Kadence Research India 24 Overall Impression on LOGOs Design not so appealing and likeable However, no cues from the design register Design not so appealing and likeable However, no cues from the design register Lukewarm responses Design not felt to be very impacting or interesting Mediocre Lukewarm responses Design not felt to be very impacting or interesting Mediocre Positive responses However appeal restricted in some married men groups Not felt to be unique or attention arresting in the female groups. Positive responses However appeal restricted in some married men groups Not felt to be unique or attention arresting in the female groups. Generated successful appeal among both the genders Design indicates specific aspect of the service The colour combination and font however liked in most groups Generated successful appeal among both the genders Design indicates specific aspect of the service The colour combination and font however liked in most groups LOGO-1LOGO-2LOGO-3 LOGO- 4

Copyright © 2007 Kadence Research India Logo Preference--Ranking LOGO EVALUATION THROUGH QUANTI Logo No-IV Stands at No.I among these 4 logo Designs Logo No-III Stands at No-II Logo No-II Stands at No-III Logo No-I Stands at No-IV Rank-IRank-IIRank-IIIRank-IV

Copyright © 2007 Kadence Research India Logo Preference--Ranking LOGO EVALUATION THROUGH QUANTI Logo No-II Stands at No.I among these Two logo Designs Logo No-I Stands at No-II Thus, the Sathiya logo which has been in use in different concepts is the most preferred one among all the logo designs tested so far. Rank-IRank-II No. I Logo Among 4 Logos VS The Previous LOGO which is in the Concept

Copyright © 2007 Kadence Research India 27 Aapno si aasan salaah(1) Positive reactions Connected well with the concept idea Its Simple But it lacks appeal of a tagline Nai jindgi ki behtar shuruaat (2) Mainly intended at the newly married people Felt to be appropriate and suitable to the concepts It has tagline appeal 2.7 Overall Impression on Taglines Tagline EVALUATION Though participants have expressed their positive feeling on these taglines but most of them prefer the second one i.e. Naye Jindgi ki behtar suruat

Copyright © 2007 Kadence Research India Overall Impression on RADIO SPOTS 2. Research Findings Notes: Green in Colour= Positive Reactions Red in Colour = Negative Reactions Blue In colour = Suggestions

Copyright © 2007 Kadence Research India 29 Overall Impression on Radio Spots Both spots felt to receive positive reactions Well communicated the message as in the concepts Some males felt the spot to be lengthy and hence may not retain attention No such issues in female groups However, here too the format of the service / network unclear as in case of the concepts The spot for the couple concept did not bring forth the mans concern very effectively – the use of a male voice and a female voice as well as the dialogues do not leave back a clear understanding of the consumer belief – leaves the respondents somewhat muddled in the head the spot for the mother daughter concept however succeeds in striking a chord with the dialogues and establishes the womans concern very effectively Elements that clearly get registered Free number (however wish the number to be mentioned slowly and in single digits 350 centres Sathiya – guidance centres for family planning and sexual problems Sathiya saheli and Sathiya mitra Timings

Copyright © 2007 Kadence Research India Overall Suggestions

Copyright © 2007 Kadence Research India 31 Overall Suggestions Need to Change the Picture of the concept –I (especially the picture of Daughter) and to improve Picture Quality of the Concept-II. Need to extend the timings up to midnight (at least) or 24*7(most of them prefer it to be from 24*7) Need to improve the the textual Information as under:- Need to clarify the word centre as everybody thinks it as there will be independent centres for the counselling purpose. Need to hint at how the service will work Need to increase the timings from 8 pm to 10 pm (women) or 12 pm (men) atleast. They would appreciate if it can be for 24*7 Substituting toll free with nishulk would aid in better understanding The last sentence par mahilayen apni sathiya… need to be reframed as a good number of participants failed to understand the message that wants to give. This can be like Mahilayon ke liye mahila salahkar aur purushon ke liye purush salahkar uplabdh hain or something good…. Need to improve the Radio spots by making it short, improving the voice quality and adding background music.

Copyright © 2007 Kadence Research India In case of any Query Please Contact: Dr. Partha Sarathi Das Research Director (E) (T) (W) Times of India Building, 23A Shivaji Marg, New Delhi Tel: Fax: Web: Kadence: Boston – London – Delhi – Kuala Lumpur – Singapore – Sydney