1 project dairy a consumer research programme to test and promote awareness of health and...

1

Project Dairy

A consumer research programme to test and promote awareness of health and nutritional advantages and preferences of milk and other dairy products

2

Product positioning and loyalty

3

Performanceratings

Impact

Performance measures how well the touch point delivers on an attribute. Impact identifies which attributes have the most effect on overall loyalty. The impact scores show where efforts need to be targeted to make the MOST IMPROVEMENT on the brand loyalty.

Performance measures how well a product delivers on an attribute and can be asked

directly to respondents

Impact identifies which attributes have the most effect on overall

product loyalty. This is statistically derived as

we CANNOT expect respondents to unpack this!

Focused improvement: Combining performance and impact drivers

4

The loyalty model is a proprietary tool of the Walker Information Global Network.

Experiences

Attitudes

(Formative)Brand Loyalty

Business Enhancing Behaviours

Business Success

Make improvements here

To effect changes here

To drive business success

The Brand Relationship Model

5

(Formative) Brand Loyalty

Business Success

The loyalty model is a proprietary tool of the Walker Global Network.

Taking the time to truly understand customers’ perceptions and attitudes is important in measuring consumers’ loyalty to a product, which is most important for business success today.

ImageValue for money

Quality

Product visuals

Buy another product

Recommend Buy more in the future

Go to another store

Prices

Utility Olfactory PackagingAds, promos,

availability

Occasions

The Brand Relationship Model

Emotions Benefits Drawbacks

6

Loyalty drives the right behaviours

(Formative) Brand Loyalty

Buy another Dairy product

RecommendBuy more in the future

Go to another store

0.62 0.510.64 0.14

Product loyalty correlates highly with intended increase in future consumption, and also in consumers’ propensity to recommend the product and search for the right product by going from store to store. However, there is some likelihood that consumers will substitute their favourite dairy product for another should the occasion or need arise.

7

Total effect on loyalty TOTAL

Fresh milk - full cream

Maas/Amasi/Inkomaas/sour milk

UHT/Long-life milk - full cream

Normal yoghurt

Gouda and Cheddar cheese Butter

Fresh milk - low fat or 2% milk

Likelihood to buy

more in the future76 85 83 85 71 72 67 80

Likelihood to

recommend 86 93 90 91 81 87 80 88

Likelihood to go to another store to

find it75 72 74 58 57 45 63 75

Likelihood to buy another dairy

product instead41 44 36 56 36 38 39 52

Likelihood to continue buy on a

regular basis85 93 88 92 82 87 75 91

0.620.62

0.140.14

0.510.51

0.640.64

% Top Two box score

(Pop. (wt.) (‘000s) =31540 )Behavioural outcomes – looking at consumers’ stated future intentions and correlation with loyalty by product (slide 1 of 3)

Significantly above average Significantly below average

Both fresh and UHT full cream milk are good candidates for future increased consumption, but UHT is much more likely to be substituted, and consumers won’t necessarily search around for this product. Yoghurt, Gouda/Cheddar and butter will also not be searched, and butter seems to suffer from declining future interest and lack of commitment.

Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.

8

Total effect on loyalty TOTAL

Drinking yoghurt

Sweetened condensed milk Cream

Cheese spread

Baby milk powder

Flavoured milk

UHT/ Long-life milk - low fat or 2%milk

Likelihood to buy

more in the future76 68 40 58 63 72 55 69

Likelihood to

recommend 86 77 60 71 77 82 81 81

Likelihood to go to another store to

find it75 53 39 48 44 70 49 52

Likelihood to buy another dairy

product instead41 33 32 29 29 40 30 61

Likelihood to continue buy on a

regular basis85 78 57 65 76 79 72 83

0.620.62

0.140.14

0.510.51

0.640.64

% Top Two box score

(Pop. (wt.) (‘000s) = 31540 )Behavioural outcomes – looking at consumers’ stated future intentions and correlation with loyalty by product (slide 2 of 3)



All these products show low to negative behavioural intentions in the total population. Sweetened condensed milk is the weakest , followed by flavoured milk and cream. However, there is some resistance to substituting other dairy for cream or cheese spread, whereas UHT 2% milk is extremely likely to be substituted.

9

Total effect on loyalty TOTAL Feta cheese Buttermilk

Cottage cheese

Fresh milk - fat free milk or skimmed milk

Likelihood to buy

more in the

future

76 56 53 54 77

Likelihood to

recommend 86 79 75 76 82

Likelihood to go to another store

to find it65 53 46 44 74

Likelihood to buy another dairy product

instead41 36 38 37 41

Likelihood to continue buy on a regular

basis85 69 69 70 91

0.620.62

0.140.14

0.510.51

0.640.64

% Top Two box score

(Pop. (wt.) (‘000s) =31540 )Behavioural outcomes – looking at consumers’ stated future intentions and correlation with loyalty by product (slide 3 of 3)



In the total population, feta cheese, buttermilk and cottage cheese face similar fates as butter and other cheeses (see previous slide). These products appeal to niche markets.

10

Likely substitutes for unavailable dairy products (slide 1 of 3)

Significantly higher than average

Most likely substitute; and significantly higher than average

(Mentions of 1% or higher, where appropriate, shown; products with raw bases of 50+ shown)

TOTALFresh milk - full cream Maas


Gouda and

Cheddar cheese

Normal yoghurt

Fresh milk - low fat or

2% milk

Pop (wt.) (000's) 52932 13383 8348 7804 4818 4956 1896

% % % % % % %

UHT/Long-life milk - full cream 19 52 21 2 4 6

Fresh milk - full cream 19 35 55 4 9 29

Drinking yoghurt 8 1 4 1 2 61 0


7 11 0 10 2 9 2

Normal yoghurt 6 2 10 2 2 2

Fresh milk - low fat or 2% milk 5 14 1 2 0 1

Cheese spread 4 0 0 0 33 1 0


4 1 1 9 0 0 40

Other cheese 3 0 0 0 29 1 0


2 2 1 1 0 0 14

11

TOTAL Butter

Drinking yoghurt

Sweetened condensed milk Cream

Cheese spread


Pop (wt.) (000's) 52932 1828 1615 1470 949 772 709

% % % % % % %

UHT/Long-life milk - full cream 19 1 3 20 3 0 17

Fresh milk - full cream 19 4 7 25 12 8 5

Drinking yoghurt 8 1 5 6 0 1


7 5 10 11 18 1 4

Normal yoghurt 6 1 64 4 26 0 1

Fresh milk - low fat or 2% milk 5 0 1 1 0 1 41

Cheese spread 4 9 1 0 2 2

Powdered Creamer 4 0 0 11 2 0 7


4 0 0 1 0 0

Gouda and Cheddar cheese 3 5 2 1 4 69 2

Margarine 3 63 0 0 0 3 0

UHT/ Long-life milk - fat free or skimmed milk

1 0 0 2 0 0 14

Likely substitutes for unavailable dairy products (slide 1 of 3)

(Mentions of 1% or higher, where appropriate, shown; products with raw bases of 50+ shown)

12

Key facts about product rejection and substitution

Should a favourite dairy product not be available, the likely substitutes will be:• Fresh full-cream milk: UHT full-cream milk, and vice versa• Maas: Fresh full-cream milk• Gouda/cheddar: Cheese spread or other cheese, and vice versa• Normal yoghurt: Drinking yoghurt, and vice versa• Fresh 2% fat milk: UHT 2% fat milk, and vice versa• Butter: margarine• Cream: Normal yoghurt

When any dairy product is not available, it would most likely be replaced by another dairy product, except in the case of butter. There is high interchange ability between fresh and UHT for similar levels of fat content, between cheeses of various consistency and between yoghurts. Surprisingly, normal yoghurt will often stand in for cream

13

Consumers buy brands for different reasons:

Ought to stay - the consumer feels obligated to buy (Normative Commitment)

Need to stay - the consumer is trapped in their relationship (Continuance Commitment)

Wants to stay - the consumer feels personally attached to the brand (Affective Commitment)

A stakeholder loyalty measurement tool that does not distinguish stakeholders according to their felt desire, need, and sense of obligation to the company will omit information that is critical to the accurate prediction of retention.

Product loyalty:Challenging the concepts of satisfaction & retention

14

Consumers feeling personally attached to the product and wanting to stay in the relationship is the kind of loyalty organisations want to achieve

Wanting to stay hinges on more than mere satisfaction

Satisfaction is good, but is a minimum requirement and is not predictive of retention

Retention alone is also not sufficient since some customers are trapped

Therefore, we need to measure and manage loyalty - properly conceptualised

Product loyalty:Challenging the concepts of satisfaction & retention

15

Measuring satisfaction has evolved to managing loyalty

SatisfactionQuality and

Value Commitment Loyalty

In an holistic measurement, all of these elements contribute to a complete understanding of consumer relationships.

1970s to 1980s 1980s to 1990s 1990 to present

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COMMITMENT LOYALTY

Attitudinal: sentiment tends to the

positive

Attitudinal Commitment PLUS

Behavioural intention to stay

What on earth is the difference between commitment and loyalty?

Remember: value can only be created by changes in consumer behaviour. Changes in consumer attitudes are important, but in and of themselves, they don’t generate future cash flow.


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17

How does the dairy industry as a whole measure up in terms of consumer loyalty?

- Behaviour +

3%

Accessible

67%

Truly Loyal

Essentially satisfied

18%

At Risk

11%–

A

ttit

ud

e

+Intervene and

re-direct

If profitable, save

Address concerns to retain or enhance

Maintain and grow relationship

• Matrix classifications are based on a proprietary statistical algorithm developed by Walker Global Network.

• Theoretical model framework is credited to Dick and Basu, Journal of the Academy of Marketing Science, 1994.

18

Comparing loyalty (slide 1 of 3)

11 8 615 20

1815 14

253

4

3

6780

7363

49

74

510 7

19

26

13

23

3

2

57

78

TOTAL Fresh milk - fullcream

Maas UHT - full cream Normal yoghurt Gouda andCheddar cheese

Butter Fresh milk - lowfat or 2% milk

High Risk Essentially satisfied Accessible Truly Loyal

%

(Pop. (wt.) (‘000s) =31540 )

Fresh milk (full cream and 2%), UHT (full cream) and maas are loyalty leaders. Yoghurt, Gouda/Cheddar and butter have low loyalty, but many essentially satisfied users. Butter is particularly at risk of future lapsing (i.e. people will stop using butter).


19


1124

17 1628

18

2628

17

3

4

5

6761

4634

4253

15

41

22

2323

22

23

3

2

63

50

TOTAL UHT/ Long-lifemilk - low fat or

2%milk

Flavoured milk Drinking yoghurt Baby milkpowder

Sweetenedcondensed milk

Cream Cheese spread


%

(Pop. (wt.) (‘000s) =31540 )

Baby milk powder and UHT 2% have loyalty status that is on par with the average.

Future lapsing is extremely likely for sweetened condensed milk, whilst flavoured milk, drinking yoghurt and cream have high numbers of essentially satisfied to attitudinally negative users – also recall that these products have niche markets.


20


11

29 27

18

14

36

3

2

67 71

55

9

19

0

34

TOTAL Fresh milk - fat free milk orskimmed milk

Buttermilk Cottage cheese


%

(Pop. (wt.) (‘000s) =31540 )

Baby milk powder and UHT 2% have loyalty status that is on par with the average.

Future lapsing is extremely likely for sweetened condensed milk, whilst flavoured milk, drinking yoghurt and cream have high numbers of essentially satisfied to attitudinally negative users – also recall that these products have niche markets.


21

Identifying the attitudinal drivers of loyalty

The next focus is on key drivers of loyalty.

Consumer Attitudes

Consumer Attitudes

LoyaltyLoyalty

Business Success

22

Loyalty drives the right behaviours

(Formative) Brand Loyalty(Formative) Brand Loyalty

•Impact scores >0.1 are significant

•NS = not significant

QualityValue for money

Image Prices

Market model NS0.32 0.31 0.10

Quality and image are key drivers of loyalty to dairy products. We saw earlier that prices are likely reasons why people would stop using a product or not try it at all, thus it is no surprise that prices have an impact on loyalty. Value for money is not a key driver in the dairy market per se, although this could look different if brands are introduced.

Is a product that you trust

Is popular with everyone

Is a product that you grew up with

Is natural

Is suitable for a modern lifestyle

Is environmentally friendly

Comes straight from the cow

Depends on the brand for its quality

23

TOTAL

Fresh milk - full cream Maas

UHT - full cream

Normal yoghurt

Gouda/ Cheddar Butter

Fresh milk - 2% milk

Is a product that you trust 91 96 94 96 90 90 86 89

Is popular with everyone 81 92 87 88 81 84 73 73


74 89 87 70 60 69 75 61

Is natural 80 91 85 85 73 83 69 76

Is suitable for a modern lifestyle 85 89 81 90 88 90 78 86

Is environmentally friendly 82 86 83 81 83 87 77 79

Comes straight from the cow 57 74 64 66 45 47 36 54


74 78 76 75 74 70 72 76

You will buy this product only in a particular brand

63 68 66 62 63 56 58 67

Does not involve any cruelty to animals

78 82 78 78 78 80 76 75

Needs to be pasteurised to be fit for use

67 75 64 68 69 73 59 68

% Top Two box score

Attitudinal level – Image ranked by effect on loyalty (slide 1 of 3)

0.380.38

(Pop. (wt.) (‘000s) =31540 )

0.330.33

0.240.24

0.230.23

0.180.18

0.140.14

0.140.14

0.140.14

NSNS

NSNS

NSNS



Not significantNSNS

24

TOTALDrinking yoghurt

Swtnd. Cndnsd. Cream

Cheese spread

Baby milk powder

Flav. milk

UHT - 2%milk

Is a product that you trust 91 81 71 81 83 89 79 87

Is popular with everyone 81 72 46 62 68 62 67 63


74 50 69 55 46 68 58 45

Is natural 80 64 39 72 64 65 54 74

Is suitable for a modern lifestyle 85 87 60 81 82 76 81 78

Is environmentally friendly 82 76 68 75 83 81 76 82

Comes straight from the cow 57 40 20 44 36 28 41 52


74 67 57 70 70 74 70 71


63 59 56 58 50 70 62 49


78 77 71 75 75 67 79 76


67 62 45 63 58 49 61 71

% Top Two box score


0.380.38

(Pop. (wt.) (‘000s) =31540 )

0.330.33

0.240.24

0.230.23

0.180.18

0.140.14

0.140.14

0.140.14

NSNS

NSNS

NSNS

Lowest score in all categories; and significantly lower than average

Second lowest score in all categories; and significantly lower than average

Not significantNSNS Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.

25

TOTAL Feta cheese ButtermilkCottage cheese


Is a product that you trust 91 81 79 77 85

Is popular with everyone 81 60 56 52 76


74 52 77 36 63

Is natural 80 70 70 66 79

Is suitable for a modern lifestyle 85 83 69 75 86

Is environmentally friendly 82 82 74 79 81

Comes straight from the cow 57 49 39 25 58


74 74 67 56 76


63 66 55 43 62


78 86 71 68 82


67 69 55 70 80

% Top Two box score


0.380.38

(Pop. (wt.) (‘000s) =31540 )

0.330.33

0.240.24

0.230.23

0.180.18

0.140.14

0.140.14

0.140.14

NSNS

NSNS

NSNS

Lowest score in all categories; and significantly lower than average

Second lowest score in all categories; and significantly lower than average

Not significantNSNS Results are based on consumers who have ever used or tried a product. Only products with unweighted bases of at least 50 are shown.

26

TOTALFresh milk - full cream Maas


Normal yoghurt

Gouda and

Cheddar cheese Butter

Fresh milk - low fat or

2% milk

How would you rate the overall quality of the product?

72 77 74 75 70 69 70 73

How would you rate the price of this product (cheap/very cheap)?

18 25 21 15 20 7 12 14

How would you rate the overall quality of the brand in relation to its price?

48 56 48 49 44 41 41 53

% Top Two box score

Attitudinal level – quality, price and value for money ranked by effect on loyalty (slide 1 of 3)

0.320.32

n/sn/s

0.100.10

(Pop. (wt.) (‘000s) =31540 )



Not significantNSNS

27

% Top Two box score


Sweetened condensed

milk CreamCheese spread

Baby milk

powderFlavoured milk



72 69 55 66 65 76 64 62


18 14 21 10 10 12 13 13


48 47 40 36 44 47 45 56

0.320.32

n/sn/s

0.100.10

(Pop. (wt.) (‘000s) =31540 )Attitudinal level – quality, price and value for money ranked by effect on loyalty (slide 2 of 3)



Not significantNSNS

28

TOTAL Buttermilk Cottage cheese

Fresh milk - fat free milk or

skimmed milk


72 64 64 80


18 13 4 12


48 39 50 54

% Top Two box score

0.320.32

n/sn/s

0.100.10

(Pop. (wt.) (‘000s) =31540 )Attitudinal level – quality, price and value for money ranked by effect on loyalty (slide 3 of 3)



Not significantNSNS

29

Product experiences that drive loyaloty

Is a product we always have in home

Is just right for me

Has an attractive colour

Goes a long way

Has a pleasant smell

Is suitable for the whole family

Is good for growing children

Enhances the taste of food it is added to

Comes in a variety of pack sizes and types

Boosts your energy

Has a smooth taste

Adds variety to one’s daily diet

Is versatile, that is, it can be used in a variety of ways

Is healthy and nutritious

(Formative) Brand Loyalty(Formative) Brand Loyalty

•Impact scores >0.1 are significant

•NS = not significant

0.10

n/s

Drawbacks

Emotions

Ads/Promotions/Availability

Utility

Packaging

Benefits

Ollfactory impact

Occasion

Product Visuals

0.120.42

n/s

0.11

Market model

0.18

n/s0.10

Is packaged in good-quality material

Gives you strong bones and healthy teeth

Is a product that children love

Has a rich and creamy taste

Is an important part of your daily diet

Is a convenient meal replacement

Helps one’s digestion

Protects one against diseases

Gives you a healthy mind

Helps me feel in control of my life

Is rich in calcium

Has packaging that contains enough information about the nutritional value of the product

Contains too much harmful fat

30

Touch Point 1

The process area with the most significant impact on Loyalty is:

Advertising, promotions and availability

Impact on Loyalty is 0.42

31

Is a product we always

have in home

Is often promoted or on special

Is always available where I shop

Has advertising that I like

0.290.29

n/sn/s

n/sn/s

n/sn/s

Advertising, promotions and availability, with contributing attributes ranked according to their respective overall effect on loyalty

32

TOTAL

Fresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk

UHT/Long-life milk – full cream

Normal yoghurt

Gouda

and

Cheddar

cheese Butter

Fresh milk – low fat or 2% milk

Is a product we always

have in home 69 83 73 78 64 64 62 76

Is often promoted or on special 46 52 46 46 55 42 38 34

Is always available where I shop 84 89 87 88 85 83 79 79

Has advertising that I like 49 59 49 51 56 42 40 48

Advertising, promotions and availability (slide 1 of 3) (Pop. (wt.) (‘000s) =31540 )



33


Sweetened

condensed

milk Cream

Cheese

spread

Baby milk

powderFlavoure

d milk

UHT/ Long-life milk - low

fat or 2%milk

Is a product we always have in home 69 42 38 41 50 73 40 67

Is often promoted or on special 46 41 29 38 33 30 46 39

Is always available where I shop 84 73 63 70 73 86 81 81

Has advertising that I like49 41 27 42 40 36 53 43

Advertising, promotions and availability (slide 2 of 3)



(Pop. (wt.) (‘000s) =31540 )

34

TOTALFeta cheese Buttermilk

Cottage

cheese

Fresh milk – fat free milk or skimmed milk

Is a product we always have in home 69 48 45 43 76

Is often promoted or on special 46 27 43 37 34

Is always available where I shop 84 77 61 76 79

Has advertising that I like 49 52 23 29 48

Advertising, promotions and availability (slide 3 of 3)



(Pop. (wt.) (‘000s) =31540 )

35

Touch Point 2

The process area with the second most significant impact on Loyalty is:

Utility


36

Utility, with contributing attributes ranked according to their respective overall effect on loyalty

0.160.16

0.140.14

0.140.14

0.220.22

0.130.13

n/sn/s

n/sn/s

n/sn/s

0.120.12

0.110.11

0.130.13

n/sn/s

Is just right for me

Goes a long way







Is good for babies

Is suitable for vegetarians

Is for rich people

37

TOTAL

Fresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk


Normal yoghurt

Gouda

and

Cheddar

cheese Butter


Is just right for me 84 90 87 87 84 87 77 82

Goes a long way 83 87 88 86 81 82 77 80


87 92 91 92 88 91 85 84


54 61 60 61 68 40 30 42


74 78 76 78 78 81 53 71


77 86 72 84 72 85 69 81


82 89 85 84 90 86 66 73


66 67 84 64 75 66 37 51

Is suitable for vegetarians 72 76 70 71 77 78 73 74

Is for rich people 31 30 29 35 33 34 39 21

Is good for babies 54 61 60 61 68 40 30 42

Utility (slide 1 of 3)



(Pop. (wt.) (‘000s) =31540 )

Significant driver of loyalty

38


Sweetened

condensed

milk Cream

Cheese

spreadBaby milk powder

Flavoured milk


fat or 2%milk

Is just right for me 84 78 69 71 69 60 71 71

Goes a long way 83 74 70 69 72 86 67 69

Is suitable for the whole family 87 82 72 75 82 55 72 83

Is good for growing children 54 54 21 31 40 87 41 47

Adds variety to one’s daily diet 74 75 41 59 71 59 65 71

Is versatile, that is, it can be used in a variety of ways 77 63 62 73 62 55 54 67

Is a product that children love 82 82 47 64 85 90 83 68

Is a convenient meal replacement 66 69 31 50 55 67 56 46

Is suitable for vegetarians 72 68 47 58 69 53 64 72

Is for rich people 31 34 23 43 27 32 28 19

Is good for babies 54 54 21 31 40 87 41 47




(Pop. (wt.) (‘000s) =31540 )


39

TOTALFeta

cheese Buttermilk

Cottage

cheese


Is just right for me 84 76 77 72 82

Goes a long way 83 80 73 66 75

Is suitable for the whole family 87 78 73 75 84

Is good for growing children 54 17 35 24 45

Adds variety to one’s daily diet 74 83 68 77 77

Is versatile, that is, it can be used in a variety of ways 77 80 67 67 77

Is a product that children love 82 55 67 67 71

Is a convenient meal replacement 66 61 65 57 57

Is suitable for vegetarians 72 83 70 82 81

Is for rich people 31 41 31 39 21

Is good for babies 54 17 35 24 45




(Pop. (wt.) (‘000s) =31540 )


40

Touch Point 3

The process area with the third most significant impact on Loyalty is:

Product Visuals


41

Product Visuals, with contributing attributes ranked according to their respective overall effect on loyalty

Has an attractive colour

Looks thick and creamy

Looks watery and thin

0.170.17

n/sn/s

n/sn/s

42

TOTALFresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk

UHT/Long-

life milk – full cream

Normal yoghurt

Gouda

and

Cheddar

cheese Butter

Fresh milk – low fat or 2%

milk

Has an attractive colour 82 84 83 84 87 83 76 75

Looks thick and creamy 74 63 92 67 89 68 67 51

Looks watery and thin 25 35 17 31 16 10 13 40


Sweetened

condensed

milk Cream

Cheese


Flavoured milk


fat or 2%milk

Has an attractive colour 82 82 72 73 81 81 83 74

Looks thick and creamy 74 81 82 82 82 57 65 49

Looks watery and thin 25 19 9 13 8 16 12 30


Cottage

cheese


Has an attractive colour 82 79 70 68 76

Looks thick and creamy 74 73 86 72 49

Looks watery and thin 25 14 17 3 53

Product Visuals



(Pop. (wt.) (‘000s) =31540 )


43

Touch Point 4

The process area with the fourth most significant impact on Loyalty is:

Olfactory Impact

Impact on Loyalty is n/s

44

Olfactory Impact, with contributing attributes ranked according to their respective overall effect on loyalty

0.150.15

0.130.13

0.140.14

0.130.13

0.120.12

n/sn/s

n/sn/s

n/sn/s

n/sn/s

Has a pleasant smell

Enhances the taste of food it is added to

Has a smooth taste


Contains the right amount of salt

Has a strong taste

Has a sweet taste

Has a variety of flavours to choose from

Has a pleasant, sour taste

45

TOTAL

Fresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk


Normal yoghurt

Gouda

and

Cheddar

cheese Butter


Has a pleasant smell 78 81 77 80 89 77 73 71

Enhances the taste of food

it is added to76 82 79 76 69 85 77 74

Has a smooth taste 83 86 84 88 87 79 79 78


80 79 90 79 87 78 69 56


61 61 59 55 57 75 77 61


54 50 48 46 85 59 37 38

Has a pleasant, sour taste 44 31 82 27 51 42 22 23

Has a strong taste 53 51 62 51 55 59 41 41

Has a sweet taste 42 39 32 33 74 31 23 29

Olfactory Impact (slide 1 of 3)



(Pop. (wt.) (‘000s) =31540 )


46


Sweetened

condensed

milk Cream

Cheese


Flavoured milk


fat or 2%milk

Has a pleasant smell 78 84 71 70 76 78 79 74


it is added to76 58 67 76 71 62 51 73

Has a smooth taste 83 83 74 74 72 79 84 73


80 81 78 82 80 69 73 54


61 48 39 57 73 52 52 57


54 85 32 44 58 46 81 34

Has a pleasant, sour taste 44 43 21 47 45 33 32 31

Has a strong taste 53 51 50 50 49 45 46 47

Has a sweet taste 42 69 83 34 27 62 79 29




(Pop. (wt.) (‘000s) =31540 )


47


Cottage

cheese


Has a pleasant smell 78 65 68 52 76


it is added to76 83 83 74 73

Has a smooth taste 83 71 79 67 65

Has a rich and creamy taste 80 66 79 69 56

Contains the right amount of salt 61 79 66 68 54


54 67 61 49 50

Has a pleasant, sour taste 44 57 59 58 35

Has a strong taste 53 60 60 41 46

Has a sweet taste 42 24 41 11 42




(Pop. (wt.) (‘000s) =31540 )


48

Touch Point 5

The process area with the fifth most significant impact on Loyalty is:

Packaging


49

Packaging, with contributing attributes ranked according to their respective overall effect on loyalty

0.140.14

0.130.13

0.100.10

n/sn/s

n/sn/s

n/sn/s

Comes in a variety of pack sizes and types



Has packs that are easy to store

Has hygienic packaging

Has attractive packaging

50

TOTAL

Fresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk


Normal yoghurt

Gouda

and

Cheddar

cheese Butter


Comes in a variety of pack

sizes and types84 89 86 86 88 85 73 80


86 89 89 92 86 78 79 85


76 82 72 78 80 67 68 81


88 91 89 90 90 86 77 90

Has hygienic packaging 85 88 85 87 85 82 76 86

Has attractive packaging 81 84 81 86 90 69 76 75

Packaging (slide 1 of 3)



(Pop. (wt.) (‘000s) =31540 )


51


Sweetened

condensed

milk Cream

Cheese


Flavoured milk

UHT/ Long-life milk -

low fat or

2%milk


sizes and types84 82 56 75 75 85 74 71


86 81 79 81 85 87 81 84


76 74 65 63 74 78 71 83


88 84 77 85 86 83 89 83

Has hygienic packaging 85 83 78 77 87 86 87 84

Has attractive packaging 81 83 70 75 85 78 83 76




(Pop. (wt.) (‘000s) =31540 )


52

TOTALFeta

cheese Buttermilk

Cottage

cheese



sizes and types84 78 65 77 89

Is packaged in good-quality material 86 89 75 76 93


76 84 77 66 82

Has packs that are easy to store 88 88 81 86 88

Has hygienic packaging 85 91 77 77 89

Has attractive packaging 81 84 67 70 86




(Pop. (wt.) (‘000s) =31540 )


53

Touch Point 6

The process area with the sixth most significant impact on Loyalty is:

Occasions


54

Occasions, with contributing attributes ranked according to their respective overall effect on loyalty

0.110.11

0.130.13

n/sn/s

n/sn/s

n/sn/s

Is an important part of your daily diet

Is good to have when exercising or participating in sport

Goes well with spicy food

Is good to have on-the-go

Is suitable for any occasion

55

TOTAL

Fresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk


Normal yoghurt

Gouda

and

Cheddar

cheese Butter

Fresh milk – low fat or 2%

milk

Is an important part of

your daily diet70 81 68 77 71 72 56 82


65 79 60 72 69 64 39 74

Goes perfectly with a meal

77 87 85 85 66 81 68 73


74 81 67 78 78 85 61 75

Is good to have on-the-go 68 76 63 71 80 72 43 67

Goes well with spicy food 39 46 31 41 35 52 39 40

Occasions (slide 1 of 3)



(Pop. (wt.) (‘000s) =31540 )


56


Sweetened

condensed

milk Cream

Cheese


Flavoured milk


low fat or

2%milk


your daily diet70 66 33 48 58 55 52 67

Goes perfectly with a meal

77 55 36 63 67 57 57 67


65 68 27 45 58 42 67 62


74 75 49 62 67 51 72 68

Is good to have on-the-go 68 79 37 44 62 54 82 58

Goes well with spicy food 39 32 18 34 38 24 36 43




(Pop. (wt.) (‘000s) =31540 )


57

TOTALFeta

cheese Buttermilk

Cottage

cheese



your daily diet70 58 52 51 83

Goes perfectly with a meal 77 82 63 69 72


65 44 41 44 68

Is suitable for any occasion 74 77 61 71 79

Is good to have on-the-go 68 45 51 44 76

Goes well with spicy food 39 53 33 38 40




(Pop. (wt.) (‘000s) =31540 )


58

Touch Point 7

The process area with the seventh most significant impact on Loyalty is:

Emotions


59

Emotions, with contributing attributes ranked according to their respective overall effect on loyalty

n/sn/s

n/sn/s

n/sn/s

Helps me feel in control of

my life

Is a reward or treat

Is for a quiet moment in a hectic day

Is for people who care about others

Is for people who live life for today

Is for having in moments I share with others

0.100.10

n/sn/s

n/sn/s

60

TOTAL

Fresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk


Normal yoghurt

Gouda

and

Cheddar

cheese Butter



my life68 75 74 71 69 68 50 66

Is a reward or treat 72 75 72 73 79 76 54 61


69 74 72 74 73 69 41 66


77 81 80 80 78 80 59 78


65 70 63 67 69 72 53 66


77 82 79 81 79 83 64 78

Emotions (slide 1 of 3)



(Pop. (wt.) (‘000s) =31540 )


61


Sweetened

condensed

milk Cream

Cheese


Flavoured milk


low fat or

2%milk


my life68 67 46 55 56 63 65 55

Is a reward or treat 72 81 56 69 75 58 86 62


69 73 45 54 60 64 80 63


77 76 62 66 66 75 67 76


65 66 43 63 59 59 66 57


77 74 61 69 66 66 66 72




(Pop. (wt.) (‘000s) =31540 )


62

TOTALFeta

cheese Buttermilk

Cottage

cheese



my life68 47 54 44 79

Is a reward or treat 72 65 64 60 66

Is for a quiet moment in a hectic day 69 46 59 41 76

Is for people who care about others 77 75 61 56 83

Is for people who live life for today65 65 54 53 61


77 73 61 65 80




(Pop. (wt.) (‘000s) =31540 )


63

Touch Point 8

The process area with the eighth most significant impact on Loyalty is:

Benefits


64

Benefits, with contributing attributes ranked according to their respective overall effect on loyalty

0.110.11

0.170.17

0.150.15

0.140.14

0.130.13

0.130.13

Boosts your energy

Is healthy and nutritious


Helps one’s digestion

Protects one against diseases

Gives you a healthy mind

Is rich in calcium

Is an excellent source of protein

Is filling

Is an excellent source of vitamins and minerals

Contains no artificial ingredients or additives

Is a good source of beneficial fats or fatty acids

Contains healthy bacteria

0.100.10

n/sn/s

n/sn/s

n/sn/s

n/sn/s

n/sn/s

n/sn/s

65

TOTAL

Fresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk


Normal yoghurt

Gouda

and

Cheddar

cheese Butter


Boosts your energy 82 89 89 88 84 80 62 82

Is healthy and nutritious 89 94 91 92 92 90 74 91


84 92 85 88 84 89 63 89

Helps one’s digestion 71 81 73 79 74 67 46 70

Protects one against

diseases74 83 75 78 75 76 49 75

Gives you a healthy mind 80 87 83 85 81 80 59 80

Is rich in calcium 83 90 81 85 82 88 66 87


83 88 85 85 84 89 66 85

Is filling 73 73 87 74 80 77 44 58


84 89 85 87 87 88 68 87


68 77 70 70 65 71 54 74


69 75 71 67 68 74 60 74

Contains healthy bacteria 70 75 72 67 74 74 58 75

Benefits (slide 1 of 3)



(Pop. (wt.) (‘000s) =31540 )


66


Sweetened

condensed

milk Cream

Cheese


Flavoured milk


low fat or

2%milk

Boosts your energy 82 79 55 59 73 74 79 74

Is healthy and nutritious 89 88 55 67 87 86 82 87


84 74 45 67 78 87 75 85

Helps one’s digestion 71 67 34 54 52 67 55 63


diseases74 61 42 57 73 78 70 71

Gives you a healthy mind 80 79 49 63 74 77 73 76

Is rich in calcium 83 81 54 68 82 81 78 77


83 77 47 68 83 82 72 81

Is filling 73 72 42 55 62 74 78 53


84 82 51 70 82 78 73 82


68 59 41 63 52 58 55 63


69 64 45 60 70 62 67 64

Contains healthy bacteria 70 63 41 57 66 60 65 65




(Pop. (wt.) (‘000s) =31540 )


67


Cottage

cheese


Boosts your energy 82 66 63 57 84

Is healthy and nutritious 89 89 76 82 82


84 81 74 76 90

Helps one’s digestion 71 48 58 43 70


diseases74 60 59 60 73

Gives you a healthy mind 80 64 66 70 83

Is rich in calcium 83 84 74 71 87

Is an excellent source of protein 83 82 73 85 84

Is filling 73 74 80 56 62


84 80 82 88 86


68 54 60 51 76


69 69 69 60 70

Contains healthy bacteria 70 72 72 70 83




(Pop. (wt.) (‘000s) =31540 )


68

Touch Point 9

The process area with the ninth most significant impact on Loyalty is:

Drawbacks


69

Drawbacks, with contributing attributes ranked according to their respective overall effect on loyalty

-0.11-0.11

n/sn/s

n/sn/s

n/sn/s

Contains too much harmful fat

Is high in cholesterol

Gives you diarrhea

Gives you headaches

70

TOTAL

Fresh milk –

full cream

Maas/Amasi/

Inkomaas/sour milk


Normal yoghurt

Gouda

and

Cheddar

cheese Butter


Contains too much

harmful fat 13 13 16 11 12 13 17 6

Is high in cholesterol 16 16 15 14 14 23 28 9

Gives you diarrhea 7 8 8 6 7 5 6 3

Gives you headaches 6 6 8 5 5 6 6 3

Drawbacks (slide 1 of 3)



(Pop. (wt.) (‘000s) =31540 )


71


Sweetened

condensed

milk Cream

Cheese


Flavoured milk


low fat or

2%milk

Contains too much

harmful fat 13 10 13 17 10 16 4 8

Is high in cholesterol 16 13 15 21 13 11 14 9

Gives you diarrhea 7 8 6 6 5 6 5 6

Gives you headaches 6 6 5 6 4 3 4 5




(Pop. (wt.) (‘000s) =31540 )


72


Cottage

cheese


Contains too much

harmful fat 13 13 13 6 13

Is high in cholesterol 16 18 13 13 11

Gives you diarrhea 7 8 8 3 14

Gives you headaches 6 7 3 4 9




(Pop. (wt.) (‘000s) =31540 )


73

Depends on brand for quality

Chs. Spread Buttermilk

Condensed

Cream

Maas

Gouda/Chedar

Market model Has a variety of flavours Is reward or treat

Is filling

Good for growing children

Convenient meal replacement Product that children love

Is good for babies

Often promoted

Boosts your energy Buy it only as particular brand

Price For a quiet moment

Good to have on-the-goHelps me feel in control

Popular with everyone Is not for rich people For moments I share Gives you healthy mind

For people who care


Helps one’s digestion Good to have when exercising

Protects against diseasesFor people who live life

Suitable for any occasion Always available where I shop

Gives you strong bonesNo artificial ingredients

Excellent source of vitamins Excellent source of proteins

Important part of daily diet

Suitable for modern life Needs to be pastereurised

Gives you diarrheaValue for money Goes well with spicy food

Product we always have in homeIs natural

Adds variety to one’s diet Source of beneficial fats/fatty acidsContains healthy bacteria

Is rich in calciumComes straight from the cow

Goes perfectly with meal Gives you headaches

Variety of pack sizes/typesHas pleasant smell

Has attractive packaging Product you grew up with

Attractive colour

Has pleasant, sour tasteHas rich and creamy taste

Has strong tasteLooks thick and creamy

Has smooth taste Looks watery and thin


No cruelty to animals

Product that you trust

Packaged in good-quality material

Goes a long way

Packs are easy to store

Environmentally friendly Suitable for the whole family

High in cholesterol Just right for me

Enhances taste of food Is healthy and nutritiousSuitable for vegetarians

Is versatile

Overall quality Does not have sweet taste

Right amount of salt Contains too much harmful fatPackaging contains enough info

FlavouredYoghurt Dr

Yoghurt Nr

Baby Pwd

Organic

Cottage

Fresh FFr

FetaUHT FCr

Fresh FCr

UHT LFt

Fresh LFt

UHT FFr

Butter

VOLUME LEADERS

NICHE TREATSLITTLE

KNOWN; LOSING

FOOTHOLD

74



Condensed

Cream

Maas

Gouda/Chedar

Market model for full-cream fresh milk

Has a variety of flavours Is reward or treat

Is filling



Is good for babies

Often promoted





For people who care









Gives you diarrhea





Goes perfectly with meal



Attractive colour






Product that you trust Packaged in good-quality

materialGoes a long way





Is versatile

Does not have sweet taste


FlavouredYoghurt Dr

Yoghurt Nr

Baby Pwd

Organic

Cottage

Fresh FFr

FetaUHT FCr

Fresh FCr

UHT LFt

Fresh LFt

UHT FFr

Butter

75


Chs. Spread

Buttermilk

Condensed

Cream Maas

Gouda/Chedar

Market model for maas Has a variety of flavours

Is reward or treat Is filling



Is good for babies

Often promoted





For people who care









Gives you diarrheaValue for money







Attractive colour












Is versatile



FlavouredYoghurt Dr

Yoghurt Nr

Baby Pwd


Organic

Cottage

Fresh FFr

FetaUHT FCr

Fresh FCr

UHT LFt

Fresh LFt

UHT FFr

Butter

76


Chs. Spread

Buttermilk

Condensed

Cream Maas

Gouda/Chedar

Market model for UHT full-cream milk Has a variety of flavours




Is good for babies

Often promoted





For people who care
















Attractive colour












Is versatile



FlavouredYoghurt Dr

Yoghurt Nr

Baby Pwd

Organic

Cottage

Fresh FFr

FetaUHT FCr

Fresh FCr

UHT LFt

Fresh LFt

UHT FFr

Butter

77



Condensed

Cream

Maas

Gouda/Chedar

Market model for yoghurt Has a variety of flavours


Good for growing children Convenient meal replacement

Product that children love

Is good for babies





For people who care









Gives you diarrhea






Variety of pack sizes/types

Has pleasant smell Has attractive packaging

Product you grew up withAttractive colour











Is healthy and nutritiousSuitable for vegetarians

Is versatile



FlavouredYoghurt Dr

Yoghurt Nr

Baby Pwd

Enhances taste of food

Value for money

Often promoted

Organic

Cottage

Fresh FFr

FetaUHT FCr

Fresh FCr

UHT LFt

Fresh LFt

UHT FFr

Butter

78



Condensed

Cream

Maas

Gouda/Chedar

Market model for Gouda/cheddar Has a variety of flavours




Is good for babies

Often promoted


For a quite moment


Popular with everyone Is for rich people For moments I share Gives you healthy mind

For people who care









Gives you diarrhea







Attractive colour






Product that you trust Packaged in good-

quality material

Goes a long way





Is versatile



FlavouredYoghurt Dr

Yoghurt Nr

Baby Pwd


Price

Value for money

Organic

Cottage

Fresh FFr

FetaUHT FCr

Fresh FCr

UHT LFt

Fresh LFt

UHT FFr

Butter

79


Chs. Spread

Buttermilk

Condensed

Cream Maas

Gouda/Chedar

Market model for butter Has a variety of flavours




Is good for babies

Often promoted


Price For a quiet moment in a hectic day



For people who care

Has advertising that I likeHelps one’s digestion

Good to have when exercising

For people who live life








Source of beneficial fats/fatty acidsContains healthy bacteria





Attractive colour












Is versatile

Overall quality Has a sweet taste

Right amount of salt

Contains too much harmful fatPackaging contains enough info

FlavouredYoghurt Dr

Yoghurt Nr

Baby Pwd

Protects against diseases

Adds variety to one’s diet

Organic

Cottage

Fresh FFr

FetaUHT FCr

Fresh FCr

UHT LFt

Fresh LFt

UHT FFr

Butter

80



Condensed

Cream

Maas

Gouda/Chedar

Market model for 2% fat fresh milk

Has a variety of flavours Is reward or treat

Is filling



Is good for babies

Often promoted





For people who care






Excellent source of vitamins Excellent source of proteins Important part of daily diet


Value for money Goes well with spicy food







Attractive colourHas pleasant, sour taste

Has rich and creamy taste

Has strong taste

Has smooth taste



Product that you trust

Packaged in good-quality material

Goes a long way





Is versatile



FlavouredYoghurt Dr

Yoghurt Nr

Baby Pwd

Organic

Cottage

Fresh FFr

FetaUHT FCr

Fresh FCr

UHT LFt

Fresh LFt

UHT FFr

Butter

Looks watery and thin

Looks thick and creamy

Gives you diarrhea

Gives you headaches

1 project dairy a consumer research programme to test and promote awareness of health and...

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