Consumer Insight

Consumer Insight Checklist:

  1. Identify the motivation behind the purchase: Rational / Habitual / Emotive; Learning Based / Post-Modern (consider Motivational Model)
  2. What was the question we asked before conducting insight and what was the theory that drove subsequent action (i.e. do people prefer the taste of milk to dairy milk – theory: is a split preference need to improve perceived taste of CDM)
  3. PESTEL analysis (overlaps with other areas)
  4. Ongoing Insight – are we building this on as a broad continuous activity as part of the pitch
  5. How will this activity impact all stakeholders – stakeholder impact matrix (purpose to boost value to shareholders – remember the importance of the language of finance)
  6. Pre-Project Assessment; Potential Value Identified; Actual Value Realised (insight as part of the value chain)
  7. Consider the Customer Mirror – customers rational experience; current experience (effect of operations); expectations / perception
  8. Analyse data and move to value in terms of the customer and the company (liyanages value pyramid)
  9. Clearly state disclaimer relating to representative segment and assumptions drawn.
  10. What are the external influencers on the financier or /and decision maker
  11. What is the emotional perception and experience behind consumption – how this insight drives value adding action i.e. ‘remove guilt associations’
  12. How do we support Cadbury’s CRM programme
  13. How are we feeding back to Cadbury customer insight

Keynotes highlighted some key customer trends, in particular the preference for staying in and sharing, the increased importance of quality and fairtrade chocolate and with 9 out of 10 adults already buying chocolates it is clear that Cadbury’s is not about targeting non-chocolate eaters but converting chocolate eaters to their brands increasing their market share.

YellowPurpleBrown Survey

Beyond the results from whitepapers we conducted an independent survey to get a snapshot of the consumers and build qualitative data. We conducted our research in busy shopping areas of Southampton on 1st December from 9am till 11:30am. These results were also added to our results from our online survey – in total we collected information from 60 different respondents, of this group 56.7% were female and 43.3% were male. The age of participants ranged from 16 to 61. Our key findings were:

  • 40% (24/60)of respondents recalled Cadbury’s as the first chocolate brand that comes to mind when they think of chocolate.
  • When asked how they feel when they eat chocolate 66.1% reported feeling happy, 35.6% said they felt sad and 22% said other.
  • When asked about what they thought about Cadbury Dairy Milk there was a mix of questions however the following themes were common:

Nice but offered a preferred option i.e. Galaxy
Cheap / affordable
OK
Too Sweet
Remembered from Childhood

(https://www.dropbox.com/home#/Maria/Survey%20audio%20notes:name-sorter,1::24002057)

Our small survey supports the wider consumer view of quality chocolates taking preference. However we can see a strong recall of the brand showing that Cadbury has a high attitudinal share but not so strong operational share.

Taking into consideration the findings we recognised the importance of retaining and re-enforcing Dairy Milk with the 9 out of 10 adults who buy chocolate, whilst building on that memorable Cadbury association and sharing this with future generations. We discussed our target market and agreed that the primary objective was not to exclude anyone, however  our primary focus is on 18-25 year olds. This age group are often the early adopters and influencers, there is a strong ripple effect generated by this age group, it also allows for a broad marketing campaign.

This group still retains the memory of Cadbury from  Childhood so it is a matter of re-enforcing not cold-selling, this is a broad market share encompassing key life transitions (college to work, single to married, children). It allows us to really push the creative boundaries without getting restricted to a narrow target market also allowing for greater product choices. This demographic also create a ‘ripple’ effect where there opinions and buying behaviour influence both older and younger generations, therefore Cadbury’s is indirectly exposing Dairy Milk to a much wider demographic.

Target Market Matrix:

Population demographics and specific leisure activities were researched to gain insight into how and where we communicate with our target market. Some key information that was derived from the stats and our subsequent actions are detailed below:

  • Our demographic directly reaches 12,000,000 (15-29 yo) which constitute 20% of the UK population (total (61,000,000)
  • The principle metropolitan and non-metropolitan cities will be directly targeted as part of the launch day campaign, these are the most densely populated areas of the UK and will therefore maximise our reach.
  • The average expenditure on food and non-alcoholic drinks in the UK is £74.50, (16% of total expenditure) this figure will drive our decisions on product pricing.
  • With nearly 8million members of the population being active Sun readers, there is a strong preference for tabloid papers over broadsheets, with this in mind the campaign needs to be tailored to the different readership.
  • TV viewing for our demographic shows a preference for films and comdies, with documentaries, news and and politics programme growing in popularity with older age groups. The constant high viewing across all demographics is films and soaps, with this in mind TV ads need to be aired at key viewing times. In addition movie and comedy channels on freeview and sky need to be incorporated into our distribution channel.
  • The preferred leisure activity is watching television, which meets with our TV campaign, followed by spending time with family and friends hence the importance of promoting our share box. The cinema also occupies a large proportion of leisure time (with approximately 164,200,000 admissions in 2005) which re-iterates the importance of advertising with product placement in cinemas.

    Chocolate Test Survey:

Galaxy vs. Dairy Milk taste test:

  • Among 20 Male and 20 Female, 20 prefer galaxy, 17 Dairy milk and 3 neither.
  • Men and women slighty prefer Galaxy because it is smoother.
  • People recognised more easily Galaxy chocolate with the shape and the taste.

Galaxy is Cadbury Dairy Milk’s closest competitor. Our chocolate test survey between the two brands was testament to this theory as both brands (on taste alone) were equally weighted. For Dairy Milk it is important to clearly differentiate from Galaxy based on brand, not product.

Milka vs. Dairy Milk taste test:

  • Among 14 Male and 17 Female, 15 prefer galaxy, 10 Dairy milk and 6 neither.
  • Men and women slightly prefer Dairy Milk because it is taster, less creamy but cocoa stronger than Milka.
  • People recognised more easily Dairy Milk  with the taste.

Compared with previous study, more people (6) consider that Dairy Milk and Milka taste the same while Milka is made with milk powder and Dairy Milk fresh milk!

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