wyndham estate bin 555 - quantitative label test - detailed report – november/ december 2007
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Wyndham Estate Bin 555 - Quantitative Label Test - Detailed Report – November/ December 2007. Methodology & Sampling. Survey instrument: A two-stage process: - PowerPoint PPT PresentationTRANSCRIPT
Project WE Quant label test
1© arnold&bolingbroke ABA776 Project WE BIN 555 Label Test November 2007
Wyndham Estate Bin 555
- Quantitative Label Test -
Detailed Report – November/ December 2007
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2© arnold&bolingbroke ABA776 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
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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
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Total sample Monadic 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?]
9 + 10 (Like extremely)
7+8
4+5+6
1 (Dislike extremely) +2+3
10
46
41
3
14
60
22
4
New label Current label
Likelihood of purchase
Very likely
Likely
Neither likely nor unlikely
Somewhat or very unlikely
43
38
11
8
35
49
12
4
New label Current label
Preference
Prefer NEW label
Prefer CURRENT label
No preference/Both equally/Don't Know
46
45
10
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 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
% % %
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Monadic Monadic 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
Don’t know/Not sure
50
47
0
3
46
42
3
9
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
77
19
5
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 labelNo 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 30-39 (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
79
21
0
50
5
45
51
3
46
New label Current label
No differences by Bin 555 Buyer, Gender or Age
%% %
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Label Image AttributesNew 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)
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05
101520253035404550556065707580859095
100
Is a wine to savour and appreciate
Has a rich heritage
Is premium quality
Is distinctive
Is authentic
Has a look that suits this brand
Is for someone like me
Has a generous, intense flavourIs attractive
Is stylish and sophisticated
Has a sense of genuine craftsmanship
Is worth paying more for
Is modern and contemporary
Is old fashioned, formal and stuffy
Is dated and daggy
Bought WE Bin555
Has notbought WE Bin555
Male
Female
30-49
50+
Label Image AttributesNew Label: Profiled
Base: New label ratings n=20-88. Current label ratings n=13-79
Bin555 Buyers 79
Bin555 Buyers 77
Bin555 Buyers 81 50+ 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)
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Label Image Applies Most To
Base: n=137-178 (Total sample less those responding ‘Don’t 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)
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Current LabelNew Label
Likes (Strengths) of the New and Current Labels
48
36
28
21
13
11
10
6
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?]
38
30
26
26
18
16
9
7
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
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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
65
28
8
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 555Male Female 30-49 50+
n=82 n=118 n=95 n=105 n=167 n=33
70 61 61 68 66 58
26 29 31 25 26 33
5 10 8 8 8 9
%
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Prefer Koonunga Hill over New LabelPrefer New Label over Koonunga Hill
Reasons for Label PreferenceNew vs Koonunga Hill
51
26
22
13
10
8
6
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
56
33
29
25
9
7
4
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
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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
42
9
50
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 it’s the same with these words added
Bought WE Bin 555
Has not bought WE
Bin 555Male Female 30-49 50+
n=82 n=118 n=95 n=105 n=167 n=33
48 37 40 43 44 30
9 9 13 6 10 3
44 53 47 51 46 67
%