1. Unilever: Strategic objectives Unilever program
1. Increase sales
2. Improve consumers’ perceptions of brand benefits
3. Strengthen consumers’ commitment to brands
4. Increase consumers’ response to mainstream advertising.
The combined sales show a continuing build, peaking at +8.4% after 23 weeks.
The sales effect was underplayed because measurements of actual sales were in two grocery stores only – Kwik Save & Tesco. As quoted by the Vice-Chairman of Initiative Media "The sales test was designed to be tough.... I have spent millions on regular advertising and never seen results like this based on one exposure to TAG" There were continuous increases in sales for all six brands over a 24 week period. Despite being 6 iconic Unilever brands there were increases in awareness, advertising, message comprehension.
Initiative Media went on to say "The technique is platform independent and could be applied to a number of other media. In particular with the developments in digital television and the Internet there is great potential for its use in new media."
Oats So Simple Launch of new brand into the "hot" breakfast cereal market
Actual Sales Measured by iri Infoscan
Volume Change over six months TV & Sample 17.7% TAG 37.6%
Ratio of TV & Sample Expenditure vs. TAG Cost:
For every £5 spent in television advertising and sampling £1 was spent on TAG.
NOP observations: "there was a very positive ROI"
iri Infoscan said " There was a 29% difference in sales between those who saw the event and those who were subjected to 'the other activity' only. Through Asda stores the difference was 42%. TAG generated a rapid rise that was increasing and sustained".
Research had established that among P&G; Mars Pedigree Petfoods, Nestle, Unilever was regarded as "Old fashioned’, "Slow to respond" "were inflexible in their demands" and "Difficult to get a human response" and were positioned at the bottom of the table as a company "nice to do business with".
The findings were from an important segment of TV sellers from the respective sales houses responsible for informing clients of special offers etc. Initiative/Unilever had tried traditional methods to improve relationships with no great success. Unilever commissioned TAG to produce "Events" to try and change attitudes. TAG devised "In Pursuit of Excellence" a magazine that encouraged greater understanding of Initiative Media/Unilever and to alter negative perceptions of both companies.
After only four issues of IPE Unilever was repositioned at the top of the table as "A nice company to do business with". The concept of IPE was fully understood and overall receivers of IPE had overall very positive perceptions of Unilever and their working relationships.
When asked "Have you noticed any change" 61% said "Yes for the better" and 92% "Enjoyed the opportunity to give their opinion", 88% would "Like to see further editions of IPE 2" whilst 69% "Felt that it is producing results".
TAG was commissioned to increase awareness and comprehension of the overall brand proposition and to encourage trial, range usage and repeat purchase, and generate net additional sales. NOP were retained to execute the research study. The results were on a) There was an increase of 17% in advertising awareness b) an increase of 67% in claimed purchase c) an increase of 45% in customers who will definitely but Quorn next time NOP then summarised "All measurement criteria show significant increases with TAG. Claimed purchase and purchase intent show very encouraging increases. TAG enhanced advertising comprehension.