mkt526 final final (1)

Presented BY: DMZ Consulting Group

Zheng Zhong, Mei Zi, Mengdi Dai

Yoplait Light Ad Campaign

2

Agenda

Background

Research Objective

Research Methods

Key Findings

Conclusion

Recommendations

3

Executive Summary Four potential Yoplait Light TV ads were created to test consumers’reactions towards these advertisements.

Research was conducted among 5478 respondents to find out whether the ad campaign worth $25 million.

Four assumptions were tested in this study, the findings show that

• Respondents with positive evaluations are more likely to purchase the products.• Storyline conclusion drives the evaluation of the ads.• Positive ad metrics may lower consumers’ ability to recall the brand.• Respondents with positive evaluations to the ads are Yoplait’s target audience.

Conclusion: It worth it！ Further research or investigation could conducted to measure the actual

purchase behavior , improve the brand recall and design relevant marketing activities to attract our target consumers.

4

Yoplait

2010 2011 2012 20131250

1300

1350

1400

1450

1500

1550

1491.2 1499

1418.5

1352.6

Se-ries1

Net Sales in M

illion U.S. D

ollars

20102011 2013

2012

Yoplait

Dannon

Chobani

Stonyfield Farm

Private Label

Others

0% 5% 10% 15% 20% 25% 30%

Yogurt Market Share in U.S. (2012)

5

Yoplait 2010

2011 20132012

• Dannon controls 27.8% of yogurt sales, compared with 25.8% for General Mills' Yoplait in 2013.

• Yoplait lost market share in the past few years due to the rise of Greek-style yogurt.

• General Mills’s new products including Yoplait Greek yogurt contributing to net sales growth in Q1, 2013 8%

• A big chunk of the profit decline in General Mills’ U.S. business came from its Yoplait division in 2014; while Yoplait Greek yogurt drives General Mills’s sales increased 34%.

6

Yoplait Light Ads

7

Research Objective & Assumptions

Examine the effectiveness of the Yoplait Light advertisements

Worth $25 Million?

1 . Respondents with positive evaluations are more likely to purchase the products.

2 . Storyline conclusion drives the evaluation of the ads.

3 . Positive ad appeal positively correlated with brand recall Negative ad appeal negatively correlated with brand recall.

4 . Respondents with positive evaluations to the ads are Yoplait’s target audience.

Female Between 25 to 49 Eat Yogurt At Least Once a Week

8

Yoplait Light Ads

• The survey was conducted among 5478 respondents to gain insight regarding attitudes toward the 4 Yoplait ads.

• There are 1680 valid data after the data cleaning process. The respondents were asked to rate their moment to moment response on the 4 ads on a 0-10 scale, starting from neutral (5).

• Trace above 5 means the ad is positively appealing to the respondents and below 5 means the ad is negatively appealing,

9

Research Methods1 Respondents with positive evaluations are more likely

to purchase the products.

2 Storyline conclusion drives the evaluation of the ads.

Positive Ad Appeal Brand Recall Negative Ad Appeal Brand Recall

Correspondence Analysis

Principal Component AnalysisMultiple Regression Analysis

3

Respondents with positive evaluations to the ads matches the characteristics of Yoplait’s target audience. Cluster Analysis

Factor AnalysisMultiple Regression Analysis

4

10

No Change

Much More Likely

Somewhat More Likely Somewhat Less Likely

Much Less Likely

Rows and Columns Points ( Simmons)

Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration

Cluster 1 Cluster 2 Cluster 3 Cluster 4

11

Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration

1 2 3 4 5 6 7 8 9 101112131415161718192021222324252627282930310

1

2

3

4

5

6

7

8

9

10

1234

Moment in the Ad

Level of Aff

ect

Cluster Response of Yoplait ( Simmons) AdCluster 3

Cluster 2 Neutral GroupNo Yogurt PleaseYogurt LoversNo Richard Simmons

Richard Simmons

Appears Again

Richard Simmons Appears

Yoplait Yogurt Shows Up

12

Rows and Columns Points （ Seamstress)

Much More Likely

No Change

Much Less Likely

Somewhat Less Likely

Somewhat More Likely

Correspondence Plot Shows The Association Between The Clusters and Purchase Intent

Cluster 1 Cluster 2 Cluster 3 Cluster 4

13

Correspondence Plot Shows The Association Between The Clusters and Purchase Intent

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 310

1

2

3

4

5

6

7

8

9

10

1234

Moment in the Ad

Level of Aff

ect

Cluster Response of Yoplait ( Seamstress) Ad

Yogurt Lovers No Yogurt PleaseNeutral GroupPotential Yogurt Lovers

Yoplait Product Appears

Cluster 1

Cluster 4

Cluster 2

Cluster 4

14

Rows and Columns Points ( Kitchen)

Somewhat Less Likely

No Change

Much Less Likely

Somewhat More Likely

Much More Likely

Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration

Cluster 1 Cluster 2 Cluster 3 Cluster 4

15

Correspondence Analysis Shows the Association Between Cluster Created and Post Purchase Consideration

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 310

1

2

3

4

5

6

7

8

9

10

1234

Moment in the Ad

Level of A

ffect

Cluster Response of Yoplait ( Kitchen) Ad

Potential Yogurt LoversNo Yogurt PleaseYogurt Lovers Neutral Group

Husband Looks Through

RefrigeratorYoplait Product Appears

Cluster 3

Cluster 2

16

Much Less Likely

Somewhat Less Likely

No Change

Somewhat More Likely

Much More Likely

Rows and Columns Points （ Knitter ）

Correspondence Plot Shows The Association Between The Clusters and Purchase Intent

Cluster 1 Cluster 2 Cluster 3 Cluster 4

17

Correspondence Plot Shows The Association Between The Clusters and Purchase Intent

1 2 3 4 5 6 7 8 9 10 11 12 13 14 150

1

2

3

4

5

6

7

8

9

10

1234

Level of Aff

ect

Moment in the Ad

Cluster Response of Yoplait ( Knitter) Ad

Yogurt Lovers No Yogurt PleaseNeutral GroupPotential Yogurt Lovers

Yoplait Product Appears

Cluster 1

Cluster 2

18

Positive Ad Appeal vs. Brand Recall Summary Regression Explaining Retrospective Evaluations of

Yoplait ( Simmons) Ad with Principal Component Scores

Storyline Conclusion drives the evaluations

19

Summary Regression Explaining Retrospective Evaluations of Yoplait

( Seamstress) Ad with Principal Component Scores

Positive Ad Appeal vs. Brand Recall Positive evaluation overshadow

brand recall Conclusion drives the evaluationsStoryline Conclusion drives the evaluations

20

Summary Regression Explaining Retrospective Evaluations of Yoplait

( Kitchen) Ad with Principal Component Scores

Positive Ad Appeal vs. Brand Recall Storyline Conclusion drives the evaluations

21

Summary Regression Explaining Retrospective Evaluations of Yoplait

( Knitter) Ad with Principal Component Scores

Positive Ad Appeal vs. Brand Recall Storyline Conclusion drives the evaluations

22

Ad Appeals

Positive Ad Appeals Interesting , Eye-catching, Memorable, Give me more positive attitude, said something important, For someone like me, Told me something new, Funny, Unique, Engaging

Negative Ad Appeals Offensive, Confuse, Insult my Intelligence

Ad Appeal vs. Brand Recall

23

Ad Appeal vs. Brand Recall

Yoplait Ads Independent Variable

Estimates Coefficients of

Consumers Purchase

Consideration

SimmonsPositive -0.47

Negative -0.322

SeamstressPositive -0.48

Negative -0.273

KitchenPositive -.497

Negative 0.282

KnitterPositive -0.431

Negative 0.317

Relationship Observed between Ad appeal and Brand Recall

24

Cluster Profiling

Age 25-49

25

Cluster Profiling

s1 s7 s13 s19 s25 s31 s37 s43 s49 s55 s61 s67 s73 s79 s85 s91 s97 s1030123456789

10

Cluster 1 Cluster 2 Cluster 3 Cluster 4

Cluster Response of the Yoplait AdsCluster 1

26

Conclusion

Target consumers response positively to all 4 Yoplait Light ads.

Respondents with positive evaluations are more likely to purchase the products.

Positive ad appeal positive correlated with brand recall.Negative ad appeal negatively correlated with brand recall.

1 Conclusion drives the overall evaluation of the ads.

However , Positive ad metrics may lower consumers’ ability to recall the brand.

3

2

4

X

27

Conclusion

Yes , It worth $25 Million

28

Recommendations

1 . Planning a research design that helps to measure

impact on actual purchase behavior.

2 . Assuring brand image and product information are not overshadowed.

3. Designing follow up marketing campaigns to deliver

the right message to the right people.

29

Thank you!

30

Appendix

Simmons Ad

31

Appendix

Seamstress Ad

32

Findings

Kitchen Ad

33

Findings

Knitter Ad

34

Factor Analysis - Simmons

35

Factor Analysis - Simmons

36

Factor Analysis - Simmons

37

Factor Analysis- Kitchen

38

Factor Analysis- Kitchen

39

Reliability

40

Factor Analysis- Knitter

41

Factor Analysis- Knitter

42

Reliability

43

Factor Analysis - Seamstress

44

Factor Analysis - Seamstress

45

Reliability

46

Principal Component Analysis

Simmons Ad

47

Principal Component Analysis

48

Seamstress

Principal Component Analysis

Seamstress Ad

49

Principal Component Analysis

50

Principal Component AnalysisKitchen Ad

51

Principal Component Analysis

52

Principal Component AnalysisKnitter Ad

53

Findings

54

Cluster Profiling

55

Findings

56

Findings

57

Multiple Regression

Seamstress Ad

58

Knitter Ad

Multiple Regression

59

Kitchen Ad

Multiple Regression

60

Simmons Ad

Multiple Regression