WCF Taiwan Brand Tracking Study 2011 - updated report part 2 without picture

1、,Key Findings Brand Communication,Total Brand Communication TVC Diagnosis,Q8. Did you see this advertisement on TV? Q9. What brand was it for in this advertisement? Which product of this (mention brand name) can you think of?,TVC Awareness - Total,Benchmarking against competitor, WCF Quality copy ac

2、hieves higher salience with stronger brand linkage, It is of slightly lower awareness compared with Madam Chong copy which has been on air for years,Q8. Did you see this advertisement on TV? Q9. What brand was it for in this advertisement? Which product of this (mention brand name) can you think of?

3、,TVC Awareness by City,Q9a1.Please think about this TV advertisement of Wan Chai Ferry and tell me how much you agree the following statements? Q9b1.Please think about this TV advertisement of Bing Bing Hao Liao Li and tell me how much you agree the following statements? Q9c1.Please think about this

4、 TV advertisement of Tai Tang and tell me how much you agree the following statements?,Whether agree on the statements of TVC-Top2 Box Rating,WCF Quality copy achieves better performance in terms of both immediate persuasion and branding than Madam Chong copy, with comparable level versus competitor

5、 copies. Higher impact on immediate persuasion can be seen.,Brand Awareness and Usage among TVC Awarer,Trend wise, more usage in P12M and P6M among Quality copy awarers versus total respondents as well as Madam Chong copy awarers. The quality copy manages to trigger more trial.,Brand Awareness and U

6、sage among TVC and In-store activity Awarer,More usage in P12M and P6M among in-store awarers versus total respondents as well as Quality copy awarers. The in-store activities manages to trigger trial.,6:Ad in frozen food area of wholesale store/supermarket; 7:Product in the frozen food area of whol

7、esale store/ supermarket,8:Ad in non-frozen food area of wholesale store/supermarket 9:Introduced by promoter and trial tasting 10:Free sample and promotion activity,100%,100%,100%,100%,100%,100%,Impact on Brand Image,Among WCF user, TVC manages to communicate taste wise benefit, better and safe ing

8、redient, being innovative, share with family as well as paying attention like a mother. Among WCF non-user, TVC manages to communicate taste wise benefit as well as better and safe ingredient. Trend wise, stronger perception in terms of high quality among TVC awarer.,Significantly higher among aware

9、r,Impact on PI TVC Communication versus New Communication,Overall, the TVC communication has positive impact on PI as well as the new communication. Specific illustrations of quality/ingredient guarantee tend to have a greater impact on PI,Impact on PI TVC Communication versus New Communication WCF

10、User,Same trend can be seen among WCF user.,Impact on PI TVC Communication versus New Communication WCF Non-User,Though less impact compared with WCF user, TVC communication has positive impact among non-user as well as the new communication. Specific illustrations of quality/ingredient guarantee te

11、nd to have a greater impact on PI,Q9a2/9a3. Which one of these sentences give you the strongest impression about the Wan Chai Ferry Handmade dumpling?,Impression about the WCF TVC - Top2 impression,Q9b2/9b3. Which one of these sentences give you the strongest impression about the BBHLI Handmade dump

12、ling?,Impression about the BBHLI TVC - Top2 impression,Q9c2/9c3. Which one of these sentences give you the strongest impression about the TaiTanag Handmade dumpling?,Impression about the Tai Tang TVC - Top2 impression,WCF Quality Copy Summary,Benchmarking against competitor, WCF Quality copy achieve

13、s higher salience with stronger brand linkage, It is of slightly lower awareness compared with Madam Chong copy which has been on air for years Quality copy achieves better performance in terms of both immediate persuasion and branding than Madam Chong copy, with comparable level versus competitor c

14、opies. Higher impact on immediate persuasion can be seen. TVC communication has positive impact on PI The quality copy manages to trigger more trial. Trend wise, more usage in P12M and P6M among Quality copy awarer versus total respondents as well as Madam Chong copy awarer.,WCF Quality Copy Summary

15、,Image wise, the quality copy manages to communicate taste wise benefit, better and safe ingredient overall. Among WCF user, TVC manages to communicate taste wise benefit, better and safe ingredient, being innovative, share with family as well as paying attention like a mother. Among WCF non-user, T

16、VC manages to communicate taste wise benefit as well as better and safe ingredient. Trend wise, stronger perception in terms of high quality among TVC awarer. As for new quality chain communication, Specific illustrations of quality/ingredient guarantee tend to have a greater impact on PI.,Key Findi

17、ngs Madam Chong,Q.9a7 Do you know the lady in the advertisement?,Madam Chong Awareness,Yes No,Madam Chong/ Dont know/unsure,Half of the consumers know the heroine, while less correctly recall the name compared with last year.,Things About The Women You Know,Q9a9. What did you know about Madam Chong

18、Please tell us all things you know about her?,Half of the consumers associate Madam Chong as the founder of WCF. While limited acknowledge of her career story.,Q9a11. Overall, what is your impression towards this lady?,Impressions towards Madam Chong,Overall well acceptance. While less in Taichung.,

19、Whether influence to purchase WCF because of the woman,Q9a12. Did Miss Zang make you are more interested in WCF products or buy more WCF handmade dumplings? What aspects about her that make you are more interested in WCF products or buy more WCF handmade dumplings?,Yes Not Sure No,Overall positive impact on purchase.,Whether influence to purchase WCF because of the woman,Q9a12. Did Miss Zang make you are more interested in WCF products or buy more WCF handmade dumplings? What aspects about her that make you