Gourmania Vkusno do bezumia TV ad campaign (20 +4*30) Outdoor Campaign and Calendar Russia November 2004 STC Prepared for Mars. - презентация

1 Gourmania Vkusno do bezumia TV ad campaign (20 +4*30) Outdoor Campaign and Calendar Russia November 2004 STC Prepared for Mars

2 STC, Gourmania Post Test 2 Table of contents ASI Philosophy5 INTRODUCTION11 - Background and objectives 12 - Research objectives14 METHODOLOGY16 - Design / methodological details17 - Research Diagram18 SUMMARY20 - Performance versus Action Standards21 TV ADS22 TV AD RECALL29 - Ipsos Score Definitions 30 - TV ad awareness31 - Related and specific recall32 - Recognition 33 - Brand linkage34 - Response curves : Impact35 - Summary of Findings39

3 STC, Gourmania Post Test 3 Table of contents (contd) TV AD RECALL CONTENTS40 - Message Elements, Key Copy Points vs Execution Elements41 - Recall Contents/Main Idea/Understanding : KCP42 - Recall Verbatims : examples44 - Summary of Findings 46 TV AD DIAGNOSTIC (Communication/comprehension after projection)47 - Likeability & Purchase Potential 48 - Response Curves52 - Summary of Findings 54 TV AD ATTRIBUTION RATINGS55 - TV Ad 56 - Response Curves57 - Summary of Findings 59 TV ADS COMPARISON60 - Understanding61 - Verbatims68 - Recognition77 - Likeability78 - Heroes/Music/Difference Evaluation 83 - Summary of Findings86

4 STC, Gourmania Post Test 4 Table of contents (contd) OUTDOOR87 - Recognition89 - Understanding 91 - Understanding verbatims 95 - Summary of Findings 98 - Likes and dislikes 99 - Likes and dislikes. Verbatims106 - Likeability and Purchase Intent Summary of Findings 116 BRAND ATTRIBUTE RATINGS FOR THE WHOLE CAMPAIGN117 - Image of Gourmania. Brand Equity Response Curves Image of Gourmania Summary of Findings 126 CALENDAR127 PURCHASE INTENT (OVERALL CAMPAIGN)132 CATEGORY PURCHASE AND CONSUMPTION IN PAST 4 WEEKS 134 CONCLUSIONS AND RECOMMENDATIONS138

5 ASI Philosophy

6 STC, Gourmania Post Test 6 Our Mission To help our clients to build healthy brands, and to efficiently maximize their advertising investment."

7 STC, Gourmania Post Test 7 ASI philosophical principles Creative is the King! There cant be a long term effect without a short term one! The ad must influence positively onto the Brand Equity and Overall Brand Health!

8 STC, Gourmania Post Test 8 The Cost of Copy Weak copy costs more than the production cost: The media can be wasted The opportunity to drive sales is lost Your equity can decline You can become vulnerable to your competition

9 STC, Gourmania Post Test 9 How Ads Work ? Persuasion AND REACHRESPONSE The ad needs to cut through the clutter to get noticed and the brand must get credit ! The ad needs to trigger a rational and/or emotional consumer reaction to the brand EFFECTIVE ADVERTISING Short Term Response on Sales and/or Brand Equity

10 STC, Gourmania Post Test 10 REACH X RESPONSE EFFECTIVE ADVERTISING Measures that Matter = Equity Perceptions Persuasion X = Brand Equity Building Short Term Sales Recall Visibility (get noticed) X Brand Linkage (be associated)

11 Introduction

12 Background & Objectives

13 STC, Gourmania Post Test 13 Advertising Background and Objectives Ipsos-ASI was briefed by Mars on conducting a post-test for Gourmania campaign – 5 TV ads, 2 Outdoor posters and a Calendar which supported the brand launch in 2004 in the Russian market. Main objectives: The commercials need to be tested on performing the following: Generating good recall Motivating the target Communicating the key message and main idea Assessing the media investment efficacy on TV in terms of ad measures elasticity to the OTS Ipsos-ASI proposed an STC methodology as best fitting the above mentioned objectives

14 STC, Gourmania Post Test 14 *- measured on the whole TV campaign ** - measured on each of 5 ads Research Objectives of the TV ad post test The objective of the TV ad post-test is to evaluate the performances of Gourmania ads in real market conditions, in terms of their: Impact* (possibility to evoke and sustain interest, stand out from the clutter, build strong brand attribution, etc) Communication * ** (Ideas Comprehension, Key Copy Points communication) Purchase Potential* (motivate the purchase or change the attitude to the brand) Contribution of the media plan* (how media weights (OTS) affect elasticity of Impact, Persuasion, attributes performances)

15 STC, Gourmania Post Test 15 Research Objectives of the Outdoor ad post-test The objective of the Outdoor ad post-test is to evaluate the performances of Gourmania in real market conditions, in terms of its: Ad recognition Main Idea Comprehension Likes and Dislikes Key Copy Points communication Purchase Potential

16 Methodology

17 STC, Gourmania Post Test 17 Sample definition :Main sample: Men and women (50/50), aged Moscow and St.Petersburg (300 interviews per city), household size 2+, income –medium + Carried out in Russia: Moscow and St.Petersburg, September 2004 STC Multimedia : face to face, in-hall, projection to the tested ad (on TV), outdoor poster and calendar during the interview. Design / Methodological Details

18 STC, Gourmania Post Test 18 Recognition*, Likeability & Intent to buy* Understanding, Likes/Dislikes, Attitude to Ads heroes Research Diagram * Standard indicators After the campaign: interviews in-hall TO ALL TV viewing habits TO ALL OVERALL TV Ads Likeability, Attributes, Purchase Intent and Purchase Frequency TO ALL = Brand and Ad awareness (Spontaneous and Aided ), CLAIMED RECALL Recall content (Specific & Related Scores *) TO ALL TV Ads Exposure (3 ads per respondent)

19 STC, Gourmania Post Test 19 Research Diagram * Standard indicators TO ALL Recognition*, Likeability & Intent to buy* Understanding Likes/Dislikes TO ALL =Outdoor Ads Exposure (Branded photo boards) TO ALL Brand profile TO ALL Category Consumption and Purchase, Demography TO ALL Calendar Campaign Awareness, Likeability, Attributes TO ALL Overall Purchase Intent

20 SUMMARY

21 STC, Gourmania Post Test 21 Performance versus Action Standards significantly lower/at par/ higher (Better) than Norm at 95% confidence

22 TV ads

23 STC, Gourmania Post Test 23 TV Storyboards. Ad #1.Mania

24 STC, Gourmania Post Test 24 TV Storyboards. Ad #2. Erotomania

25 STC, Gourmania Post Test 25 TV Storyboards. Ad #3. Pyromania

26 STC, Gourmania Post Test 26 TV Storyboards. Ad #4. Gigantomania

27 STC, Gourmania Post Test 27 TV Storyboards. Ad #5. Kleptomania

28 STC, Gourmania Post Test 28 Executional summary – Allocation of Time Gourmania campaign '' In Seconds : (Note : earlier is better) ManiaErotomaniaPyromaniaGigantomaniaKleptomania Ad duration 20''30'' Product/Brand First Mentioned 6''17'' Times Product/Brand Mentioned Product First Shown 6''16'' Total Time Product /Name on Screen 4''3'' Number of shots

29 TV AD RECALL

30 STC, Gourmania Post Test 30 Ipsos Score Definitions Brand Linkage Ratio between Related Recall and Recognition : capacity of the ad to be linked to the brand Brand Linkage Ratio between Related Recall and Recognition : capacity of the ad to be linked to the brand Related Recall % of respondents who are able to play back at least one memorized item either specific to the ad, or general but truly related to the ad. Of which Specific Score Related Recall % of respondents who are able to play back at least one memorized item either specific to the ad, or general but truly related to the ad. Of which Specific Score Recognition score % of respondents who claim having seen the commercial after exposure to the commercial Recognition score % of respondents who claim having seen the commercial after exposure to the commercial IMPACT : UNDERSTANDING CAMPAIGN IMPACT POTENTIAL Based on Claimed Ad Awareness (spontaneous or prompted):

31 STC, Gourmania Post Test 31 Base ALL (600/300/300) Significant at 95% Maggi is the leader in terms of Spontaneous Ad awareness. While when prompted, no clear leader is observed in the category. Each third respondent mentions seeing Gourmania ad when prompted. Spontaneous Prompted normative level TV Ads Awareness (Spontaneous and Prompted)

32 STC, Gourmania Post Test 32 Related Recall is above norm, as well as its constituent – Specific one. The campaign receives a sufficient level of attention and memorization of the audience. Base ALL (600/300/300) * Significant at 95% with Norm Play back true elements of the execution either general or specific Play back any ad elements, exclusive to this particular execution * * * * * * Gourmania TV Ads Related & Specific TV Recalls

33 STC, Gourmania Post Test 33 Gourmania TV Ad. (Branded) Recognition Base ALL (600/300/300) * Significant at 95% with Norm The recognition of the TV reels is significantly above the Norm among the Total sample and St. Petersburg sub-sample specifically. * *

34 STC, Gourmania Post Test 34 Gourmania TV Ad. Brand Linkage (Related/Recognition) Base ALL (600/300/300) * Significant at 95% with Norm The execution is well linked with the brand. The audience clearly attributes the commercial with the brand advertised, which is to support the short term sales at POS. * * *

35 STC, Gourmania Post Test 35 Gourmania TV Ad. Response Curves : Impact 1 NMC Total = 29 Moscow = 25.6 St.Petersburg = 32.9 The campaign is well-recognized by the audience, showing gradual elasticity to the media investments behind the campaign.

36 STC, Gourmania Post Test 36 Gourmania TV Ad. Response Curves : Impact. Total Sample

37 STC, Gourmania Post Test 37 Gourmania TV Ad. Response Curves : Impact. Moscow

38 STC, Gourmania Post Test 38 Gourmania TV Ad. Response Curves : Impact. St. Petersburg

39 STC, Gourmania Post Test 39 TV AD IMPACT. Summary of Findings IMPACT The campaign produces sufficient IMPACT onto the target audience. The campaign is well-noticed and clearly attributed to the brand, which is to back up the initial purchase decision at POS in a short- term perspective. The comparative analysis of Moscow and St. Petersburg sub-samples do not show significant difference, though Recognition score is a bit higher for the audience in St. Petersburg. A gradual elasticity to the media-weights is observed. Nearly all the audience (95%) has been exposed to the campaign, and the average of OTS (29 in Total, 26 in Moscow, 33 in St.Petersburg) can be considered as sufficient and quite balanced for the geography covered. There is traced a slight saturation of the key Impact measures in response to the media investments (around 90% with more OTS).

40 TV AD RECALL CONTENTS

41 STC, Gourmania Post Test 41 % TV AD RECALL CONTENTS: Message Elements, Key Copy Points vs Execution Elements Base ALL (600/300/300) * Significant at 95% Executional elements of the campaign are recalled slightly better than the Message elements. The Main Idea elements are quite successfully delivered, being at a normative level, though taken independently, they need to be re-enforced in future communication.

42 STC, Gourmania Post Test 42 TV AD Recall Contents: KCP and Message Elements In %TotalMoscowSt.Petersburg KCP (NET) 9910.JUST HEAT IT (SNET) Just heat it Ready to eat 334.VKUSNO DO BEZUMIA (SNET) Tasty/ good taste 335 MESSAGE ELEMENTS (NET) READY SOUP (SNET) Just heat it Ready to eat 334.QUICKNESS (SNET) Quick to prepare 435.TASTY (SNET) Tasty/ good taste 335.PRODUCT IN GENERAL (SNET) Name `Gourmania` 323 Base

43 STC, Gourmania Post Test 43 TV AD Recall Contents: Executional Elements TotalMoscowSt.Petersburg EXECUTIONAL ELEMENTS (NET) VISUAL ELEMENTS (SNET) CHARACTERS (SSNET) THE GUY (SSSNET) YOUNG WOMAN (SSSNET) OTHER (SSSNET) 221..SETTING (SSNET) 333..PRODUCT (SSNET) Advertising of borshch Plate with soup Orange packing 220.AUDIO ELEMENTS (SNET) TEXT (SSNET) Mania-Gour-mania 223.CREATIVE STYLE(SNET) 333..POSITIVE (SSNET) 223 Base

44 STC, Gourmania Post Test 44 TV AD Understanding verbatims: examples. (2001) The packaging of "Gourmania". The boy has stolen soup from his grandmother.. (2004) It is very tasty. A thin soup - it needs only heating. There are various tastes. Grandmother with a young man are going to eat soup. The young man lights gas-stove. They ask: Erotomania? No, Gourmania.. (2010) The girl undresses and eats soup. Tasty soups.. (2013) People eat soup with a spoon - appetizing. It is shown how to prepare this soup. Just heat it, and it is ready.. (2033) The grandmother set a table. The granddaughter. Gourmania, kleptomania.. (2023) It is quickly to prepare, and that it is a tasty soup. A packaging is colorful and bright. It is the domestic manufacturer; and that soup is made from high quality raw ingredients.

45 STC, Gourmania Post Test 45 TV AD Understanding verbatims: examples. (1017) A hot borsch which doesn't need cooking.. (1029) The soup of fast preparation has been shown, it was in a packing used for a juice. It is already ready, in a packing, it is not necessary to cook and fill in with water.. (1030) A word combination gigantomania. The girl with Teddy bear. The grandmother with the plates which the grandson takes away.. (1008) There were some erotic associations, communication between sexes on the basis of the soup. Appetizing look of soup (borsch).. (2042) It is very tasty. The small girl with the bear. The man eats soup. The bags with soup in plates and soup in bags.. (1022) There were several different packings of the soups: borsch, peas. The large pieces of the content. The girl pours the soup.

46 STC, Gourmania Post Test 46 Summary of Findings COMMUNICATION CONTENTS The campaign shows a higher level of Executional elements memorization vs. Message ones, which is natural for the campaign of 5 different executions. The main KCPs of the campaign are delivered at a normative level, but some care should be taken with each separate copy point delivery, as Vkusno do bezumia and Just heat it viewed apart remain slightly underdelivered. Nonetheless, the elements inside Message are quite balanced, such as ready soup, quickness and tasty. Product placement scores directionally higher than the others in Execution.

47 TV AD DIAGNOSTICS

48 Likeability and Purchase Potential (after projection)

49 STC, Gourmania Post Test 49 TV AD Likeability Rating The execution drives predominantly positive emotions and attitudes, showing high likeability. TotalMoscowSt. Petersburg Base Recognition: * * * * * * * * *

50 STC, Gourmania Post Test 50 Ipsos Score Definitions Buying incentive value Differential between positive likeability and positive intention to buy. It measures the potential of persuasion of the commercial and is calculated in relation with the level of likeability achieved by the commercial. The smaller is this differential, the more convincing the ad is. Buying incentive value Differential between positive likeability and positive intention to buy. It measures the potential of persuasion of the commercial and is calculated in relation with the level of likeability achieved by the commercial. The smaller is this differential, the more convincing the ad is. Likeability score % of respondents who claim they like/dislike the commercial Likeability score % of respondents who claim they like/dislike the commercial Buying Incentive score % of respondents who claim the ad makes them more/less likely to buy the product. Buying Incentive score % of respondents who claim the ad makes them more/less likely to buy the product. After projection :

51 STC, Gourmania Post Test 51 Gourmania. TV AD Purchase Potential % The Persuasiveness of the ad is better than the normative level - those who like the ad do report a serious purchase intent, which is really critical for the new category and brand. TotalMoscowSt. Petersburg Base Recognition: * * * * * * * * *

52 STC, Gourmania Post Test 52 Gourmania TV AD. Purchase Potential Response Curves NMC Total = 29 Moscow = 25.6 St.Petersburg = 32.9

53 STC, Gourmania Post Test 53 Gourmania TV AD. Purchase Potential Response Curves NMC Total = 29 Moscow = 25.6 St.Petersburg = 32.9

54 STC, Gourmania Post Test 54 Likeability and Purchase Potential. Summary of Findings The campaign receives very high Likeability scores, which is to influence positively the purchase decision of the target. The Persuasiveness is significantly higher the normative level, which in conjunction with high Impact scores is to effect positively the short term sales and support the awareness and interest of the target. The Response Curves remain stable for the above mentioned parameters.

55 TV Advertising Attribute Ratings

56 STC, Gourmania Post Test 56 TV Advertising Attribute Ratings on Recognition Top 1 (3-point scale: totally agree = 1, somewhat agree = 2, totally disagree = 3) TotalMoscowSt.Petersburg Base: Recognition

57 STC, Gourmania Post Test 57 TV Advertising Response Curves NMC Total = 29 Moscow = 25.6 St.Petersburg = 32.9

58 STC, Gourmania Post Test 58 TV Advertising Response Curves NMC Total = 29 Moscow = 25.6 St.Petersburg = 32.9

59 STC, Gourmania Post Test 59 TV Ad Attributes. Summary of Findings COPY PROFILING (After re-exposure to 3 ads) The overall attitude to the campaign is positive, no strong negation or irritation are reported. The campaign is balanced among originality, uniqueness, and informativeness. The ads effectively deliver main benefits – ready-to-eat soup (both only heating and not dried statements). Every second respondent states that the ad makes him/her try the new product on a statement level.

60 TV ADS COMPARISON

61 STC, Gourmania Post Test 61 Base ALL (300/150/150/150/150) Mania Erotomania Pyromania Gigantomania Kleptomania TV ADS COMPARISON Understanding

62 STC, Gourmania Post Test 62 TV ADS COMPARISON Understanding. KCP and Message Elements. Total Sample Base ALL (300/150/150/150/150) The ads vary in delivering Key Copy Points of the campaign. Kleptomania succeeds in KCP delivery, mainly for Vkusno do bezumia. Just Heat it is slightly underdelivered in comparison to the Tastiness element.. In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania KCP (NET) 59 G G M,E,P,G.JUST HEAT IT (SNET) 17 E,P,G,K 6 10 G 3 7 G.VKUSNO DO BEZUMIA (SNET) M,E,P,G MESSAGE ELEMENTS (NET) E 88.HEALTHY (SNET) M,E,P 6 E,P.READY SOUP (SNET) 18 E,P,G,K 6 10 G 3 7 G.QUICKNESS (SNET) 34 E,P,G,K E,G 1520.SIMPLE TO PREPARE (SNET) 18 E,P,G,K 3 11 E,G 6 10 E.TASTY (SNET) M,E,P,G.QUALITY (SNET) 22 E,P,G,K E,P 11 E,P.PRODUCT IN GENERAL (SNET) 15 K VARIETY (SNET) 10 E 47 8 E 10 E.TARGET (SNET)1 8 M 21 M,E,K 61 M,E,P,K 13 M,E.ADVANTAGES (SNET)1 12 M,P,G,K 101.MOMENT / WAY OF CONSUMPTION (SNET)4 20 M,G 25 M,G 8 M 26 M,G Base Answering

63 STC, Gourmania Post Test 63 TV ADS COMPARISON Understanding. Execution Elements Total Sample Base ALL (300/150/150/150/150) Mania naturally enjoys the highest level of product-related mentions among all five ads after re-exposure. In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania EXECUTIONAL ELEMENTS (NET) 55 P,G 51 P,G37 50 P,G.VISUAL ELEMENTS (SNET) 37 E,P,G 29 P16 23 P 31 P,G..CHARACTERS (SSNET)0 11 M,P5 9 M 13 M,P...THE GUY (SSSNET) M,E,G...YOUNG WOMAN (SSSNET)0 9 M,P,G,K000...GIRL (SSSNET) OTHER (SSSNET) SETTING (SSNET)6 7 P,G,K333..PRODUCT (SSNET) 34 E,P,G,K 15 P P.AUDIO ELEMENTS (SNET) TEXT (SSNET) CREATIVE STYLE(SNET) 13 G 17 P,G G..POSITIVE (SSNET) 10 P,G 12 P,G55 10 P,G..NEGATIVE (SSNET)35513 Base Answering

64 STC, Gourmania Post Test 64 TV ADS COMPARISON Understanding. KCP and Message Elements. Moscow Base ALL (300/150/150/150/150) In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania KCP (NET) G.JUST HEAT IT (SNET) 20 E,P,G,K 7 12 G 49.VKUSNO DO BEZUMIA (SNET) M,G MESSAGE ELEMENTS (NET) HEALTHY (SNET) M,E,P 7 E,P.SATISFIES HUNGER (SNET)24525.READY SOUP (SNET) 20 E,P,G,K 7 12 G 49.QUICKNESS (SNET) 35 E,G,K G 1723.SIMPLE TO PREPARE (SNET) 17 E,G 2 12 E,G 4 11 E,G.TASTY (SNET) QUALITY (SNET) 26 E,P,G,K E,P 12.PRODUCT IN GENERAL (SNET) DIFFERENT AND NEW PRODUCT (SNET)42511.VARIETY (SNET) 12 E E 12 E.TARGET (SNET)1 7 M 19 M,E 61 M,E,P,K 14 M,E.ADVANTAGES (SNET)1 12 M,P,G,K 101.MOMENT / WAY OF CONSUMPTION (SNET)4 23 M,G 27 M,G 7 29 M,G Base Answering

65 STC, Gourmania Post Test 65 TV ADS COMPARISON Understanding. Execution Elements Moscow Base ALL (300/150/150/150/150) In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania EXECUTIONAL ELEMENTS (NET) 57 P,G 53 P,G P,G.VISUAL ELEMENTS (SNET) 40 P,G 33 P,G P,G..CHARACTERS (SSNET)0 13 M,P 4 8 M 16 M,P,G...THE GUY (SSSNET) M,E,P,G...YOUNG WOMAN (SSSNET)0 11 M,P,G,K OLD LADY (SSSNET) GIRL (SSSNET) OTHER (SSSNET) SETTING (SSNET)6 8 P,G 223..PRODUCT (SSNET) 37 E,P,G,K AUDIO ELEMENTS (SNET) TEXT (SSNET) CREATIVE STYLE(SNET)13 17 G G..POSITIVE (SSNET)10 13 P,G NEGATIVE (SSNET)44513 Base Answering

66 STC, Gourmania Post Test 66 TV ADS COMPARISON Understanding. KCP and Message Elements. St. Petersburg Base ALL (300/150/150/150/150) In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania KCP (NET) 51 G M,E,P,G.JUST HEAT IT (SNET) 11 E,G,K 3 6 K 21.VKUSNO DO BEZUMIA (SNET) M,E,P,G MESSAGE ELEMENTS (NET) 84 E E 84 E.HEALTHY (SNET)30151.READY SOUP (SNET) 11 E,G,K 3 6 K 21.QUICKNESS (SNET) 31 E,P,G,K G 1114.SIMPLE TO PREPARE (SNET) 19 E,P,G,K TASTY (SNET) M,E,P,G.QUALITY (SNET) 13 E,P PRODUCT IN GENERAL (SNET) 17 E,P,G,K 9799.VARIETY (SNET) 7 G 3425.TARGET (SNET)3 11 M 26 M,E,K 61 M,E,P,K 11 M.ADVANTAGES (SNET)1 11 M,P,G,K 101.MOMENT / WAY OF CONSUMPTION (SNET)3 13 M 18 M,G 9 M 21 M,G Base Answering

67 STC, Gourmania Post Test 67 TV ADS COMPARISON Understanding. Execution Elements St. Petersburg Base ALL (300/150/150/150/150).Mania, Kleptomania, Gigantomania and Erotomania look slightly better than Pyromania in St.Pb as well. Mania is stronger with product mentions and Execution elements overall. In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania EXECUTIONAL ELEMENTS (NET) 51 P,G,K 44 P VISUAL ELEMENTS (SNET) 31 E,P,K CHARACTERS (SSNET)04 7 M 11 M,E 7 M...THE GUY (SSSNET)00 6 M,E,G 03...GIRL (SSSNET) OTHER (SSSNET)011 8 M,E,P 3..SETTING (SSNET) PRODUCT (SSNET) 28 E,P,G,K AUDIO ELEMENTS (SNET) G..TEXT (SSNET) G.CREATIVE STYLE(SNET) 12 G 16 P,G POSITIVE (SSNET) 11 P,G 9 G 437..NEGATIVE (SSNET)1 8 M 333 Base Answering

68 STC, Gourmania Post Test 68 (1003) That it is tasty and easy to use. Beautiful beet, green apple - attractive colours. (1022) This soup is much better than other soups of fast preparation, different soups. Borsch. (1017) It is easy to prepare, a variety (soup, rassolnik). It contains many products. (1008) It is tasty and easy to prepare. (1005) That it is possible to prepare it quickly and tasty; heat it, and it is ready. It is from natural products - the cut beet. (1001) It is easy to prepare, it does not take a lot of time, it is a very tasty product. (1002) The product is qualitative, soup is tasty, the perfect taste, it is nutritious. (1025) It is tasty, soup looks like prepared at home. TV ADS COMPARISON Understanding verbatims: Mania

69 STC, Gourmania Post Test 69 (2207) It is from fresh products. (1055) It is tasty, quickly to prepare, from natural products, it looks appetizing. (2220) It is possible to prepare soup very quickly - less inputs. (2212) It is tasty and quickly to prepare, it can be given to children. (1061) Qualitative product. It is fast, it is ready, it needs only heating. (1035) Soup contains fresh vegetables, an apple. That soup is made of good natural products. (1033) Different tastes: borsch, rassolnik - national cuisine. It is tasty, easy to prepare, quickly. (2217) It is appetizing, tasty. TV ADS COMPARISON Understanding verbatims: Mania

70 STC, Gourmania Post Test 70 (2137) It is tasty, fragrant, home-made; heat it, and you can eat. (2071) Gourmania fits everyone. The appetizing products. (2176) Excellent taste, it doesn't need cooking, a convenient packing. (2175) It is quickly, reliably, tasty. (2074) That it is from natural products, that it is a ready product. (2221) Soup is tasty, without heroes. It is not important who will eat it. (2078) It is tasty, wholesome, fast to prepare; there are a lot of various ingredients. (2271) Soup tempts the appetite, it is easy and convenient to prepare. TV ADS COMPARISON Understanding verbatims: Mania

71 STC, Gourmania Post Test 71 (1055) It is tasty, appetizing, quickly to prepare. Taste of soup surpasses sex. (1125) Very tasty and appetizing soup. Beautiful set of a table. (1003) That soup is better than sex. (1203) That it is tasty soup, it takes minimum time to prepare. It makes want to eat it. (1137) The most tasty product from a category of "ready soups. (1124) A product of fast preparation, it contains vegetables, it looks appetizing in a plate. (1157) Woman is attracted by soup stronger, than by the man. Very tasty soup, tempting. (1081) Soup is tasty up to madness. (1009) Beautiful girls love soup Gourmania. TV ADS COMPARISON Understanding verbatims: Erotomania

72 STC, Gourmania Post Test 72 (2130) It is not clear what they have tried to tell, but the underwear and soup have nothing in common. (1025) It is tasty, it is possible to forget about everything when you eat this borsch, the girl is nice, her eyes are beautiful. (2142) It is erotic, tasty. (2144) It is good, tasty. Eat soup instead of sex. (2081) Wonderful taste, it is convenient and fast. (1164) The taste and sensation from this soup are compared with erotic sensations. (2080) This soup is consumed by an attractive women. (1050) Gourmania is quickly to prepare, soup is tasty. The charming girl ate soup greedily, with appetite. TV ADS COMPARISON Understanding verbatims: Erotomania

73 STC, Gourmania Post Test 73 (2162) Soup is very tasty, an effect from soup. (2012) The new wave has captured all adult people. (2275) It attracts. It is for young people who does not have time to cook. (2037) It is not clear. The plot is not connected to a product which was introduced. (2047) This is a convenient product for youth. (2228) There is nothing particular about soup there. The commercial is more likely about underwear or even condoms rather than soup. (2241) Very tasty soup. Beautiful worthy people eat this soup. (2108) A product for everyone; convenience in preparation. TV ADS COMPARISON Understanding verbatims: Erotomania

74 STC, Gourmania Post Test 74 (1002) It is a modern product for youth, an actual product, it is tasty and nutritious. (1027) It can help in a difficult situation when one has no time to cook. (1028) It is quick to cook, and they say: " It is tasty up to madness". (1099) It is possible to eat it at day and night, any time, any place. (1145) It is quick to prepare, it is convenient in use, tasty. (1005) That it is possible to prepare it quickly and tasty; heat it, and it is ready. It is from natural products - the cut beet. (1004) It is convenient, it needs only heating. It is wholesome, the variety: borsch, rassolnik, noodles. Practical portions - there are small and big ones. TV ADS COMPARISON Understanding verbatims: Pyromania

75 STC, Gourmania Post Test 75 (2221) That it is tasty soup; people become maniacs because of this soup. (2182) It is focused on students who do not have time on cooking. (2188) That it is very tasty, that it is not necessary to cook, just to heat it, and that's all. (2181) It is quick to prepare. It is tasty up to madness. It is convenient for youth who does not like to cook.. (2126) Soup is so tasty that the young man runs to the kitchen with wild desire. (1094) They have tried to show the taste of soup, how quickly it is prepared. It looks appetizing. (1021) Soup Gourmania is for youth, it is good in any situation. (1129) This soup is for all generations. TV ADS COMPARISON Understanding verbatims: Pyromania

76 STC, Gourmania Post Test 76 (2115) It is easy to use; the ways of preparation, even a fireworker can prepare it. (2222) They have said nothing, the commercial not clear. (2200) The accent is made not on a product - I have not understood the sense. (2072) I have not understood the idea of this commercial. It told about some manias instead of soup. (2273) Everyone is mad for it. (2237) It is tasty up to madness, it is possible to eat the night, the taste fits everyone. (2036) It is compatible with such extreme kinds of music and occupations as this nervously sick boy has. (2247) It is very tasty soup, it fits for youth, it is easy to prepare, only to heat it. TV ADS COMPARISON Understanding verbatims: Pyromania

77 STC, Gourmania Post Test 77 Campaign Recognition Base ALL (300/150/150/150/150) The overall campaign recognition reached the normative level and significantly exceeded it. The executions targeted to various audiences proved efficient for the whole campaign evaluation, whereas individual recognition is a bit behind the normative level. normative level

78 STC, Gourmania Post Test 78 Campaign Likeability Pyromania seems to show the lowest level of likeability both in Moscow and StPb. Base Recognition normative level

79 STC, Gourmania Post Test 79 TV ADS COMPARISON Likes. KCP and Message Elements. Total Sample In % ManiaErotomaniaPyromania Gigantomani a Kleptomania KCP (NET) G.VKUSNO DO BEZUMIA (SNET) G MESSAGE ELEMENTS (NET) 32 E,G,K QUICKNESS (SNET) 6 G,K 3 02.TASTY (SNET) P.QUALITY (SNET) 8 E,P,G,K 0211.PRODUCT IN GENERAL (SNET) 7 E,K 2443.VARIETY (SNET)75366.TARGET (SNET)103 6 M,E,K 1.MOMENT / WAY OF CONSUMPTION (SNET)14 7 M,G 14 Base Answering

80 STC, Gourmania Post Test 80 TV ADS COMPARISON Likes. Execution Elements Total Sample In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania EXECUTIONAL ELEMENTS (NET) M,G.VISUAL ELEMENTS (SNET)74 88 M,P,K M,P,K 73..CHARACTERS (SSNET)2 74 M,P,K 38 M 77 M,P,K 59 M,P...THE GUY (SSSNET)00 35 M,E,G 0 30 M,E,G...YOUNG WOMAN (SSSNET)0 70 M,P,G,K OLD LADY (SSSNET) M,E,P,G...GIRL (SSSNET) M,E,P,K 0...OTHER (SSSNET) M,E,P,K 16 M,E,P..SETTING (SSNET) 36 K K PRODUCT (SSNET) 56 E,P,G,K 29 P,G,K AUDIO ELEMENTS (SNET)14 22 M,G 23 M,G G..MISIC (SSNET)9 17 M,G 16 M,G 9 15 M..TEXT (SSNET)34 7 M 35.CREATIVE STYLE(SNET) 57 E M,E,P,G..POSITIVE (SSNET) 57 E M,E,P,G Base Answering

81 STC, Gourmania Post Test 81 In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania..POSITIVE (SSNET) 57 E M,E,P,G....Humorous/funny0 6 M 10 M 11 M 32 M,E,P,G....Bright / colourful 26 E,P,G,K Unique/unusual/original2 10 M,G,K 16 M,G,K44....Clear/understandable 16 E,P,G,K Short/to the point/concise 15 E,P,G,K2 8 E45....Informative 11 E,P,G,K Convincing 11 E,P,G Entertaining0 9 M,G53 7 M....Cheerful M,E,P,G....Clever23 6 M,G25....Calm/peaceful E....Good commercial Lively Appealing Good atmosphere Warm/friendly Easy to memorize/memorable Youthfull01400 Base Answering TV ADS COMPARISON Likes. Creative Style Total Sample

82 STC, Gourmania Post Test 82 TV ADS COMPARISON Dislikes. Total Sample In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania KCP (NET)23152.VKUSNO DO BEZUMIA (SNET)23152 MESSAGE ELEMENTS (NET) M,P,K 6.TARGET (SNET)000 8 M,E,P,K 1 EXECUTIONAL ELEMENTS (NET) M 9697.VISUAL ELEMENTS (SNET)39 90 M,P,G,K 74 M,G M,G..CHARACTERS (SSNET)10 40 M 44 M 33 M 58 M,E,P,G...THE GUY (SSSNET)12 39 M,E,G 0 34 M,E,G...YOUNG WOMAN (SSSNET)0 38 M,P,G,K OLD LADY (SSSNET) M,E,P,G...GIRL (SSSNET) M,E,P,K 0...OTHER (SSSNET) 9 E 0 7 E 25 M,E,P 18 M,E,P..SETTING (SSNET)22 63 M,P,G,K 42 M,G,K PRODUCT (SSNET) AUDIO ELEMENTS (SNET) M,E M,E..VOICE OVER (SSNET) MISIC (SSNET)63 31 M,E,G,K 64..TEXT (SSNET) M,E,P 24 M,E,P.CREATIVE STYLE(SNET) 80 K 77 K K 61 Base Answering

83 STC, Gourmania Post Test 83 Heroes Evaluation Base ALL (300/150/150/150/150)

84 STC, Gourmania Post Test 84 Music Evaluation Base ALL (300/150/150/150/150)

85 STC, Gourmania Post Test 85 Difference Evaluation Base ALL (300/150/150/150/150)

86 STC, Gourmania Post Test 86 TV ADS EVALUATION Summary of Findings The total campaign recognition is effective, having benefited from 4 executions addressed to various targets + 1 image copy. The individual level of executions analysis after exposure proves the effective delivery of key communication measures, both message ones, executional ones and KCPs. The prompting of all 5 ads boosts heavily the Message delivery and KCP for Vkusno do bezumia element. All the executions are directionally comparable for the above- mentioned measures, but for Pyromania, which reports weaker performance on Execution memorization both in Moscow and St.Pb. All the executions are perceived quite positively, evoking no negation or irritation, though Pyromania seems to be weaker for Recognition, Likeability, Heroes and Music elements among all copies.

87 OUTDOOR

88 STC, Gourmania Post Test 88 OUTDOOR ADS

89 OUTDOOR AD RECOGNITION

90 STC, Gourmania Post Test 90 Gourmania Outdoor Ad (Branded). Recognition Base ALL (600/300/300) Significant at 95% The recognition of the branded photoboard of the outdoor ads is slightly below the Norm throughout the sample. * * *

91 Outdoor Ad. Understanding after projection to branded photoboard

92 STC, Gourmania Post Test 92 Outdoor Ad. Understanding The KCP idea predominantly consists of Vkusno do bezumia mentions, while the major idea of just heat it is played back by only 6% of sample.

93 STC, Gourmania Post Test 93 In % TotalMoscowSt.Petersburg KCP (NET) JUST HEAT IT (SNET)665.VKUSNO DO BEZUMIA (SNET)49 50 MESSAGE ELEMENTS (NET) 78 S 81 S 69.HEALTHY (SNET)341.SATISFIES HUNGER (SNET)231.READY SOUP (SNET)675.QUICKNESS (SNET) 14 S 15 S 9.SIMPLE TO PREPARE (SNET)554.TASTY (SNET)45 44.QUALITY (SNET)8 10 S 5.PRODUCT IN GENERAL (SNET)8 10 S 5.DIFFERENT AND NEW PRODUCT (SNET)5 6 S 2.VARIETY (SNET) 10 S 12 S 4.TARGET (SNET)10 8.ADVANTAGES (SNET)101.MOMENT / WAY OF CONSUMPTION (SNET)13 12 Outdoor Ad. Understanding (KCP and Message Elements) Message elements are comprehended better crosswise in Moscow than in St.Pb. Base ALL (600/300/300) Significant at 95%

94 STC, Gourmania Post Test 94 Outdoor Ad. Understanding (Execution Elements) Execution Elements consist predominantly of Product and Text mentions. In % TotalMoscowSt.Petersburg EXECUTIONAL ELEMENTS (NET) 48 S 51 S41.VISUAL ELEMENTS (SNET) 21 S 23 S15..CHARACTERS (SSNET)555...THE GUY (SSSNET)111...YOUNG WOMAN (SSSNET)332...OTHER (SSSNET)222..SETTING (SSNET)342..PRODUCT (SSNET) 15 S 17 S9.AUDIO ELEMENTS (SNET) TEXT (SSNET)20 18.CREATIVE STYLE(SNET) POSITIVE (SSNET)10 8..NEGATIVE (SSNET)452 Base Base ALL (600/300/300) Significant at 95%

95 STC, Gourmania Post Test 95 Print AD Understanding verbatims: examples (2024) It is tasty, quick, simple. (2031) It is very tasty. It is fast: pour and heat it. (2109) Soup is fast to prepare; it is tasty up to madness; it is possible to eat it everywhere. (2083) A variety of kinds. (2177) They have tried to deceive and push for using borsch with drugs. (2159) Whether the addiction to soups or low IQ of this person. (2294) It is a commercial of dry borsch. (2047) It is tasty, for people of different age, the simple solution of a problem of eating.

96 STC, Gourmania Post Test 96 Print AD Understanding verbatims: examples (2052) It is tasty, attractive, for youth. (1042) A very tasty product, it induces to forget about everything. (1024) Soups of this brand are for the young people who are busy with work. (1108) It is for people who search for pungent sensations and for the spoiled parents. (2044) It brings pleasure. It is tasty. It is hard to keep away from buying. (2055) It is very tasty. The expression of the heroes' faces says about the taste. (2154) All these manias are close to a disease. (1025) It is tasty, appetising, it is possible to swallow a spoon.

97 STC, Gourmania Post Test 97 Print AD Understanding verbatims: examples (1036) About some originality of this product - about the best flavouring qualities. (1069) Soup associates with a strong inclination (mania). It is home- style and it is extraordinary attractive. (1043) It is tasty, nourishing, qualitative product. (1087) The product is tasty "up to madness", it is for men and women. (1031) Try and be surprised with the taste. The appetizing soup, it looks attractive. (1065) It is wholesome, tasty up to madness. Fresh vegetables are used in borsch. (1090) The product of high quality, it is very tasty, simple in preparation.

98 STC, Gourmania Post Test 98 The recognition of the branded photoboard of the outdoor ads is below the Norm throughout the sample. The KCP idea mainly consists of Vkusno do bezumia mentions, while the major idea of just heat it is played back by only 6% of sample. Execution Elements consist predominantly of Product and Text mentions. OUTDOOR ADS RECOGNITION AND UNDERSTANDING. Summary of Findings

99 Outdoor Ad. Likes and dislikes

100 STC, Gourmania Post Test 100 Likes & Dislikes Outdoor Ad. (KCP) There is a high portion of dislikes observed, (Total 57%, Moscow 53%, St. Petersburg 70%), which serve a definite barrier to the overall likeability of the ad, which slightly unbalances the likes reported (81%, 87% and 70% correspondingly). LikesDislikes TotalMoscowSt.PetersburgTotalMoscowSt.Petersburg TOTAL MENTIONS 81 S 87 T,S T,M KCP (NET) MESSAGE ELEMENTS (NET) EXECUTIONAL ELEMENTS (NET) 80 S 84 S T,M.CREATIVE STYLE(SNET) EVERYTHING NOTHING14 39 S 46 T,S 21 Base

101 STC, Gourmania Post Test 101 Likes & Dislikes Outdoor Ad. (KCP) Overall attitude to the KCP is rather neutral. LikesDislikes In %TotalMoscowSt.PetersburgTotalMoscowSt.Petersburg KCP (NET) JUST HEAT IT (SNET) Just heat it Ready to eat VKUSNO DO BEZUMIA (SNET) Tasty/ good taste Awfully tasty Tastes home-made Gives pleasure Base

102 STC, Gourmania Post Test 102 Likes & Dislikes Outdoor Ad. (Message Elements) LikesDislikes In %TotalMoscowSt.PetersburgTotalMoscowSt.Petersburg MESSAGE ELEMENTS (NET) SATISFIES HUNGER (SNET) Satisfies hunger READY SOUP (SNET) QUICKNESS (SNET) Quick to prepare TASTY (SNET) QUALITY (SNET) Good product Qualitative Natural ingredients PRODUCT IN GENERAL (SNET) Name `Gourmania` Memorable name VARIETY (SNET) Wide range Noodles Borsh Base

103 STC, Gourmania Post Test 103 Likes & Dislikes Outdoor Ad. (Execution elements) LikesDislikes In %TotalMoscowSt.PetersburgTotalMoscowSt.Petersburg EXECUTIONAL ELEMENTS (NET) 80 S 84 S T,M.VISUAL ELEMENTS (SNET) 69 S 76 T,S T,M..CHARACTERS (SSNET) T,M...THE GUY (SSSNET) The guy The guy sets fire with a match YOUNG WOMAN (SSSNET) Young woman Young woman licks the spoon Young woman closes eyes with pleasure OTHER (SSSNET) 14 S 16 S Actors / faces of people13 15 S9658 Base

104 STC, Gourmania Post Test 104 Likes & Dislikes Outdoor Ad. (Execution elements) LikesDislikes In %... continuedTotalMoscowSt.PetersburgTotalMoscowSt.Petersburg..SETTING (SSNET) Elements of erotics Color scale Dark paints Burning match PRODUCT (SSNET) 38 S 45 T,S M....Advertising of soup Plate with borshch Plate with soup 9 S 11 S Appetizing appearance of a first dish 15 S 19 S Beautiful appearance of a prepared dish Packing Bright packing Soup AUDIO ELEMENTS (SNET) TEXT (SSNET) Erotomania1217 S 8 S4....Piromania222 7 S 8 S3 Base

105 STC, Gourmania Post Test 105 Likes & Dislikes Outdoor Ad. (Creative Style) Top 14 Scores are shown LikesDislikes In %TotalMoscowSt.PetersburgTotalMoscowSt.Petersburg.CREATIVE STYLE(SNET) Bright / colourful/Not…11 12 S /Does not match the product Clear/understandable/Not… Unique/Not T,M Calm/peaceful/Not… Attracts attention/Not Convincing/Not… Warm/friendly/Not… Informative/Not… Good commercial/Not Humorous/Not Clever/Not… Good atmosphere/Not… Appealing/Not… Base Creative style likeability is based on the positive attitude to the ads brightness and uniqueness, while dislikes are mainly covering does not match the product and not understandable.

106 STC, Gourmania Post Test 106 Print AD Likes: examples (1022) Pleasant commercial of soup, it is appetizing. (1005) A packing and a plate of borsch. (1026) The faces of people - the girl has closed eyes due to pleasure taken in this soup. (1025) Borsch and noodle soup in a plate look very appetizing - it induces to try. (1020) The image of soup is bright. (1012) The faces are beautiful, the colour is rich, red, black, it looks harmoniously. (1011) Modern heroes of the commercial. (1016) A large box of soup "Gourmania" next to a plate with soup. (1004) It is clearly said about the brand, and it is convincing that it is tasty and should be eaten. The close eyes due to pleasure.

107 STC, Gourmania Post Test 107 Print AD Likes: examples (1027) Borsch is appetizing, it induces to try. (1038) Fashionable style of heroes, their external style. Soup in a plate looks beautifully. (1040) The girl greedy licks the spoon. The plate with borsch and noodle soup looks appetizing. (1039) The expression of the girl's face: a successful connection of a sensuality and taste – pleasure. (1049) The rich colour of borsch, the girl with a spoon. (1036) The faces of heroes are nice. (1031) The appearance of soup. The girl is thoughtful. The mysterious man. (2236) "Only a packing".

108 STC, Gourmania Post Test 108 Print AD Likes: examples (2254) It is very unusual, something new in the commercials of soup. (2276) The girl, the young man. (2237) The fragment with a packing and a plate. (2258) The young man looks intriguing. (2264) It is unusually, original. (2283) The girl with a spoon is nice. (2279) Soup is beautiful, the natural products. (2290) The girl licks a spoon, it means it is tasty. (2302) The look of soup; the commercial draws attention, brightness. (2232) The inscriptions, the woman, the faces.

109 STC, Gourmania Post Test 109 Print AD Dislikes: examples (1099) The obsessed look of the man, the sleepy look of the girl. The disgusting inscriptions - pyromania, erotomania. (1104) The man spoils appetite completely by his aggressive, mad look. (1111) The left part: it is not concrete, unsuccessful colour range. "Erotomania" is vulgar, and "pyromania" - is unclear. (1127) Nothing is clear about soup, what erotomania is here for. (1136) The characters: the girl sleeps, the man on some reason highlights something using a match. (1149) The faces and soup-borsch can not be combined. (1123) "Pyromania" and "erotomania" are madness (addictions), and they are put equal to the consumption of this soup. (1132) The black tone. The shots are merged, and it is unclear what is advertised.

110 STC, Gourmania Post Test 110 Print AD Dislikes: examples (1082) It is gloomy, the words are not clear, it lacks a zest, it is not memorable. (1283) The word "mania" is repulsive, the unpleasant associations, "erotomania" is not clear what for, the unnecessary associations. (1265) It is not clear what mania to a sensuality is here for? The sense of the commercial is reported unclear. (1155) The dark colour of the commercial. (1153) A comparison of meal and erotomania and pyromania. (2004) The dark background. The first poster is not relevant to soup. (2005) Neither the girl, nor the young man do not tempt the appetite. (2070) The girl with a spoon (the picture suits a sex-shop better), the man with a match does not fit the commercial of soup as well.

111 STC, Gourmania Post Test 111 Print AD Dislikes: examples (2006) The names: erotomania, pyromania. (2012) The bright background of one commercial. A dark background of the other commercial. (2017) That she pokes a spoon in a mouth. (2027) The commercial with the girl irritates. A question "erotomania". There is no such soup that would force the girl to behave in this way. (2021) The disgusting look of soup and people. (2029) The slogan slightly irritates (it is tasty up to madness). (2032) The black background and the man with a match. (2034) The strange man. Fire and soup are not connected. (2069) There are unnecessary things for soup (the faces of the man and the woman), it is too complicated.

112 STC, Gourmania Post Test 112 Likeability. Summary of Findings COMMUNICATION CONTENTS Overall attitude to the KCP is rather neutral. Executional Elements are naturally prevailing when respondents share their likes and dislikes for the Outdoor campaign. Visual Elements (characters, product) are most often mentioned sharing both negative and positive attitudes of the ad. Creative style likeability is based on the positive attitude to the ads brightness and uniqueness, while dislikes are mainly covering does not match the product and not understandable. There is quite a substantial portion of dislikes observed, (Total 57%, St. Petersburg 70%), which might serve a definite barrier to the overall likeability of the outdoor campaign. Overall, St.Petersburg audience reports significantly higher (compared to Total and Moscow) level of dislikes, being in line with the citys attitude to the TV ads with the same name (Erotomania and Pyromania).

113 Outdoor Ad. Likeability and Purchase Intent

114 STC, Gourmania Post Test 114 Outdoor Ad Likeability Rating Base ALL (600/300/300) Significant at 95% The Likeability of the execution is at the average level in St.Petersburg and above Norm for total sample and Moscow. * * * * * *

115 STC, Gourmania Post Test 115 Gourmania. Outdoor Ad Purchase Potential Base ALL (600/300/300) Significant at 95% Purchase Intent for Gourmania is observed to be above the Norm. * * * * * * * *

116 STC, Gourmania Post Test 116 Summary of Findings LIKEABILITY & PURCHASE POTENTIAL The overall likeability (after the ad was shown in the form of the photoboard) is 65%, which in itself can be qualified as good performance, with the exception to StP, which reports an average level of likeability. The Persuasion Ratio (Likeability vs. Intent to Buy) is very positive, as 55% out of 65% would strongly intend to purchase Gourmania. The gap is only 10% vs. normative 16%. Those who like the ad declare strong determination of purchase (even in StP). Nevertheless, it should be stressed that there are elements which either drive negative attitudes to the execution or cause some discomfort, which are better be addressed in future communication.

117 Brand Attribute Ratings for the whole campaign

118 STC, Gourmania Post Test 118 Image of Gourmania. Brand Equity (5-point scale: Strongly Agree = 1, Somewhat agree = 2, Neither Agree Nor Disagree = 3, Somewhat Disagree = 4, Strongly Disagree = 5) Is appropriate and fits my lifestyle and needs Has unique or distinctive features, or a distinct image other brands in this category do not have I am familiar with and understand what this brand is about Has consistent high quality Is a popular brand TOP 2 BOX Base ALL (600/300/300)

119 STC, Gourmania Post Test 119 Image of Gourmania. Brand Equity Response curves Base ALL (600/300/300)

120 STC, Gourmania Post Test 120 Image of Gourmania. Brand Equity Response curves Base ALL (600/300/300)

121 STC, Gourmania Post Test 121 Image of Gourmania. Brand Equity Response curves Base ALL (600/300/300)

122 STC, Gourmania Post Test 122 Image of Gourmania. Brand Equity Response curves Base ALL (600/300/300)

123 STC, Gourmania Post Test 123 Image of Gourmania. Brand Equity Response curves Base ALL (600/300/300)

124 STC, Gourmania Post Test 124 Image of Gourmania. (5-point scale: Strongly Agree = 1, Somewhat agree = 2, Neither Agree Nor Disagree = 3, Somewhat Disagree = 4, Strongly Disagree = 5) TOP 2 BOX Base ALL (600/300/300)

125 STC, Gourmania Post Test 125 TOP 2 BOX Base ALL (600/300/300) Image of Gourmania. (5-point scale: Strongly Agree = 1, Somewhat agree = 2, Neither Agree Nor Disagree = 3, Somewhat Disagree = 4, Strongly Disagree = 5)

126 STC, Gourmania Post Test 126 Brand Attributes. Summary of Findings COPY AND BRAND PROFILING Despite the high level of Recognition of the Campaign the Familiarity element of Equity has still to go a long way. The Brand Awareness, though heavily boosted by the campaign, is around 55% on a prompted level. The Brand Image is quite strong for Relevance and Uniqueness Equity Elements, which is the sign of strong potential for the brand, as its perceived as fitting the behavioral patterns of the target and satisfying the needs, enjoying at the same time its first launch leadership and uniqueness. The majority of the audience agree that this product is time- saving and they want to try it, thus helping to boost first trial and future loyalty.

127 Calendar

128 STC, Gourmania Post Test 128 * Calendar. Recognition

129 STC, Gourmania Post Test 129 Calendar Characters (5-point scale: Strongly Agree = 1, Somewhat agree = 2, Neither Agree Nor Disagree = 3, Somewhat Disagree = 4, Strongly Disagree = 5) TOP 2 BOX

130 STC, Gourmania Post Test 130 TOP 2 BOX Calendar Characters (5-point scale: Strongly Agree = 1, Somewhat agree = 2, Neither Agree Nor Disagree = 3, Somewhat Disagree = 4, Strongly Disagree = 5)

131 STC, Gourmania Post Test 131 Calendar Characters Summary of Findings The audience is almost not aware of the calendar campaign. When exposed, the calendar receives positive scores for the creativity: nine in ten respondents agree that it is modern, unusual, beautiful, and it draws attention. This promo-action, naturally a supportive tool for the whole campaign, can be viewed in positive light, and might need more emphasis placed in future communication planning.

132 Purchase Intent Overall campaign

133 STC, Gourmania Post Test Overall campaign. Purchase intent

134 Category Purchase and Consumption in Past 3 months

135 STC, Gourmania Post Test 135 Brand Awareness (Unprompted vs Prompted) Base ALL (600/300/300) Nine in ten respondents know Gallina Blanca, Maggi, Rollton, Doshirak and Knorr when prompted, while Gourmania is familiar to each second respondent only.

136 STC, Gourmania Post Test 136 Brand Purchase in Past 3 months Base ALL (600/300/300) Significant at 95% Doshirak and Rollton are leading among the eight brands prompted in both purchase and consumption. Gourmania and Podravka are the least mentioned.

137 STC, Gourmania Post Test 137 Brand Consumption in Past 3 months Base ALL (600/300/300) Significant at 95% Doshirak and Rollton are leading among the eight brands prompted in both purchase and consumption. Gourmania and Podravka are the least mentioned.

138 Conclusions and recommendations

139 STC, Gourmania Post Test 139 Conclusions on Gourmania campaign performance All 5 TV executions successfully invested into the overall campaign efficacy at this brand launch stage. The TV ads performance shows high level of Impact and Persuasion. The campaign succeeds to generate a sufficient level of new brand awareness and is sure to drive short-term sales. The campaign succeeds to stand out from the clutter, get noticed and remembered, possess a strong brand linkage. It drives empathy and interest of the target.

140 STC, Gourmania Post Test 140 Conclusions on Gourmania campaign performance The Main Idea in its globality is communicated at par with the norm. But respondents grasp one of the KCP components either just heat it or vkusno do bezumia. Just heat it element lags a bit behind its counterpart, and might be further stressed with more vigor, if found necessary. The overall attitude to the brand can be considered positive and having a strong potential, given the further investment into its Familiarity and Relevance. The campaign is viewed as modern, original and with elements of humor.

141 STC, Gourmania Post Test 141 Conclusions on Gourmania campaign performance No heavy negation or irritation has been observed to the total campaign, but on the ad level, Pyromania receives less positive attitudes than other executions, especially taken into account the amount of GRPs behind it in comparison to other executions. The Response Curves for the campaign depict a certain level of saturation, as most of the curves are flat, and the average OTS is high. There is a slight sign of excessive media weights used for the campaign, especially taking into account the outdoor campaign and calendar promotions as supportive vehicles.

142 STC, Gourmania Post Test 142 Conclusions on Gourmania campaign performance Outdoor campaign is found quite successful as well, as its enjoyed by the audience and is quite motivating in terms of the purchase decision. But it also receives some criticism for executional elements and is not recognized to the level anticipated. Calendar promotion is enjoyed as well, but might have been insufficiently representative.

143 STC, Gourmania Post Test 143 Recommendations Ipsos-ASI recommends to take into account the following in the future communication: The media-weights behind the campaign might be qualified slightly excessive as most of the curves find saturation at an earlier stage of OTS. Ipsos-ASI would recommend to optimize the investments into TV by: halting for a certain period of time the media activity with the existing executions, launching a new creative that would invigorate the interest of the target gradually rotate the existing executions on-air. Additional care should be taken with Pyromania as its less effective than the other 4 copies Just heat it component, if under strategy, has to be addressed additionally, as it remained under-delivered.

144 Appendices

145 STC, Gourmania Post Test 145 TV ADS COMPARISON Likes. KCP and Message Elements. Moscow Base ALL (300/150/150/150/150) In % ManiaErotomaniaPyromania Gigantomani a Kleptomania KCP (NET) JUST HEAT IT (SNET)41501.VKUSNO DO BEZUMIA (SNET) MESSAGE ELEMENTS (NET) 34 E,G,K READY SOUP (SNET)41501.QUICKNESS (SNET) 6 G 4503.TASTY (SNET) P.QUALITY (SNET) 9 E,G,K 0311.PRODUCT IN GENERAL (SNET) 7 E 1534.VARIETY (SNET)86488.MOMENT / WAY OF CONSUMPTION (SNET)14 9 M,G 05 Base Answering

146 STC, Gourmania Post Test 146 TV ADS COMPARISON Likes. Execution Elements Moscow In % ManiaErotomaniaPyromania Gigantomani a Kleptomania EXECUTIONAL ELEMENTS (NET) 96 P,K 98 P,K P,K 100.VISUAL ELEMENTS (SNET)78 89 M,P,K M,P,K 78..CHARACTERS (SSNET)2 77 M,P 41 M 79 M,P,K 66 M,P...THE GUY (SSSNET)00 36 M,E,G 0 35 M,E,G...YOUNG WOMAN (SSSNET)0 72 M,P,G,K OLD LADY (SSSNET) M,E,P,G...GIRL (SSSNET) M,E,P,K 0...OTHER (SSSNET) M,E,P,K 19 M,E,P..SETTING (SSNET) 40 K PRODUCT (SSNET) 60 E,P,G,K 32 G,K AUDIO ELEMENTS (SNET)15 23 G MISIC (SSNET)9 19 M,G TEXT (SSNET)34835.CREATIVE STYLE(SNET) M,E,P,G..POSITIVE (SSNET) M,E,P,G Base Answering

147 STC, Gourmania Post Test 147 TV ADS COMPARISON Likes. KCP and Message Elements. St. Petersburg Base ALL (300/150/150/150/150) In % ManiaErotomaniaPyromania Gigantomani a Kleptomania KCP (NET)83533.VKUSNO DO BEZUMIA (SNET)63433 MESSAGE ELEMENTS (NET) 27 E,G,K QUICKNESS (SNET) 6 K 1621.TASTY (SNET)61422.QUALITY (SNET)51100.PRODUCT IN GENERAL (SNET) 6 K 4141.VARIETY (SNET) 6 P,G 1012.TARGET (SNET) M,E 5 Base Answering

148 STC, Gourmania Post Test 148 TV ADS COMPARISON Likes. Execution Elements St. Petersburg In % ManiaErotomaniaPyromania Gigantomani a Kleptomania EXECUTIONAL ELEMENTS (NET) VISUAL ELEMENTS (SNET)63 84 M,P,K M,P,K 61..CHARACTERS (SSNET)2 66 M,P,K 31 M 72 M,P,K 42 M...THE GUY (SSSNET)01 30 M,E,G,K 0 16 M,E,G...YOUNG WOMAN (SSSNET)0 63 M,P,G,K OLD LADY (SSSNET) M,E,P,G...GIRL (SSSNET) M,E,P,K 0...OTHER (SSSNET) M,E,P,K 10 M,P..SETTING (SSNET) M 28..PRODUCT (SSNET) 46 E,P,G,K 21 P AUDIO ELEMENTS (SNET) M,G M,G..MISIC (SSNET) M,G 914..TEXT (SSNET) M.CREATIVE STYLE(SNET) 66 E,G E,G E,G..POSITIVE (SSNET) 66 E,G E,G E,G Base Answering

149 STC, Gourmania Post Test 149 TV ADS COMPARISON Dislikes. KCP and Message Elements. Moscow In % ManiaErotomaniaPyromania Gigantomani a Kleptomania KCP (NET)15162.VKUSNO DO BEZUMIA (SNET)15162 MESSAGE ELEMENTS (NET) P 7.PRODUCT IN GENERAL (SNET)12105.TARGET (SNET) M,E,P,K 0.MOMENT / WAY OF CONSUMPTION (SNET)45162 Base Answering

150 STC, Gourmania Post Test 150 TV ADS COMPARISON Dislikes. Execution Elements Moscow In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania EXECUTIONAL ELEMENTS (NET) 92 E,K M,E,K 97 E,K 100.VISUAL ELEMENTS (SNET)40 93 M,P,G,K 79 M,G M,G..CHARACTERS (SSNET)10 37 M 47 M,G M,E,G...THE GUY (SSSNET)12 43 M,E,G 0 36 M,E,G...YOUNG WOMAN (SSSNET)0 35 M,P,G,K OLD LADY (SSSNET) M,E,P,G...GIRL (SSSNET) M,E,P,K 0...OTHER (SSSNET) E 18 E..SETTING (SSNET)26 72 M,P,G,K 46 M,G,K PRODUCT (SSNET) AUDIO ELEMENTS (SNET)21 37 M VOICE OVER (SSNET) SLOGAN (SSNET)3 7 P 002..MISIC (SSNET)72 32 M,E,G,K 65..TEXT (SSNET) M,P 23 M,P.CREATIVE STYLE(SNET)81 86 K P,K 66..NEGATIVE (SSNET)81 86 K P,K 66 Base Answering

151 STC, Gourmania Post Test 151 TV ADS COMPARISON Dislikes. Message and Executional Elements. St. Petersburg In % ManiaErotomaniaPyromaniaGigantomaniaKleptomania MESSAGE ELEMENTS (NET) E 4.HARMFUL (SNET)000 6 M,E,P 0 EXECUTIONAL ELEMENTS (NET) M,K 9491.VISUAL ELEMENTS (SNET)37 87 M,P,G,K 62 M 65 M 62 M..CHARACTERS (SSNET)11 45 M 35 M 56 M,P 51 M...THE GUY (SSSNET)11 27 M,E,G 0 30 M,E,G...YOUNG WOMAN (SSSNET)0 42 M,P,G,K OLD LADY (SSSNET) M,E,P...GIRL (SSSNET) M,E,P,K 0...OTHER (SSSNET) 10 E 0 8 E 44 M,E,P,K 17 E..SETTING (SSNET)13 51 M,P,G,K 30 M,G 615..PRODUCT (SSNET) AUDIO ELEMENTS (SNET) M,E 26 E 30 M,E..VOICE OVER (SSNET)104 6 E 0..MISIC (SSNET)54 28 M,E,G,K 64..TEXT (SSNET) E 26 M,E,P.CREATIVE STYLE(SNET) 80 E,P,G,K NEGATIVE (SSNET) 80 E,P,G,K Base Answering