品牌健康報(bào)告2015年1月30日

ReportofBrandHealthTracking-Changchun2014.DecCity:ChangchunInterviewMethod:Pen&Paper,CLTSampleSize:150FWPeriod:Quota:AgeGendere18-2930-55MaleFemaleHighHHIMediumHHILowHHI50%50%64%36%33%33%34%ProjectIntroduction20132014W1W1W2Dec.Jul.Dec.2KeyFindingssummary3KeySummaryxxx4SnowisdominantbrandandkeepsstableinChangchunwithleadingadawarenessandvisibilityacrossdifferentchannels.Ginsberisthe2ndbrand,butstillhasgapvs.Snow,especiallyintermsofusageandTop1favorite.ComparedwithSnow,thereisnoobviousbigdifferenceintermsofperceptualbrandimagebetweenthese2brandsinconsumer’smind.TsingtaoandHarbinhavebuilthighbrandawarenessbutconsumerdon’tfamiliarwiththebrandandusageofthese2brandisverylow.Thereisnonegativefeedbacktowardstheconceptof“co-branding”.KeyBrandsPerformance5KeyBrandsKPIsOverallkeybrandsusageandT1Fisstablein3waves.SnowisdominantbrandinChangchunwithstableperformance.Ginsberisthe2ndbrandbutstillhasgapvs.SnowintermsofusageandT1F.Harbinisstillinthebeginningstageandneedstoimproveconsiderationfirstly.Base:Totaldrinker,2013Dec.N=163,2014Jul/Dec.N=158/160AwarenessConsiderP4WUsageT1FAware->Consider81/84/8295/95/9750/47/5359/56/7236/32/36Consider->P4W70/68/6584/88/7745/38/2843/48/3711/19/30P4W->T1F47/49/5867/61/6638/35/2741/44/6548/73/5090%sig.higher/lowerthanlastwave6T1FProfilebybrandGenderAgeHHIGinsberT1Fhassomedirectionalupliftamongmaleand18-29yro.90%sig.higher/lowerthanlastwave7Base:Totaldrinker,2013Dec.N=163,2014Jul/Dec.N=158/160BrandImage8SnowalsoenjoysstrongbrandimageinChangchun,especiallyhastheadvantagesof‘drinkability’and‘sociability’.BrandImageBase:Respondentswhoawarethebrand,2013Dec,2014Jul/Dec,Ginsber=158/155/155,TT=153/139/139,HRB=140/130/119,Snow=163/155/159Shareofimage90%sig.higher/lowerthanlastwave9DrinkabilitySharing/BondingRoots/HeritageYoung/ContemporaryStatus/RewardOthersBrandImage–2014DecSnowenjoysanoverallstrongbrandperception,especiallyon“drinkability”.Snowisalsoperceivedasbringfunexperiencewithfriends.Base:Respondentswhoawarethebrand,2014Dec.Ginsber=155,TT=139,HRB=119,Snow=159Boxis90%sig.higherthanother3brandsShareofimage10DrinkabilitySharing/BondingRoots/HeritageYoung/ContemporaryStatus/RewardOthersBrandImage–GinsberGinsber’sbrandimagelargelykeepsstable,andisperceivedtobemore‘a(chǎn)uthentic’.Base:Respondentswhoawarethebrand,2013Dec2014Jul/Dec,Ginsber=158/155/155Shareofimage90%sig.higher/lowerthanlastwave11BrandImage–SnowComparedwiththeimageryofJuly,Snowiswithsomedirectionaldeclineon‘drinkability’.Base:Respondentswhoawarethebrand,2013Dec2014Jul/Dec,Snow=163/155/159Shareofimage90%sig.higher/lowerthanlastwave12DrinkabilitySharing/BondingRoots/HeritageYoung/ContemporaryStatus/RewardOthersBrandImage–HarbinHarbin’sbrandimageryisstable.Base:Respondentswhoawarethebrand,2013Dec2014Jul/Dec,HRB=140/130/119Shareofimage90%sig.higher/lowerthanlastwave13DrinkabilitySharing/BondingRoots/HeritageYoung/ContemporaryStatus/RewardOthersBrandImage–TsingtaoTsingtaolargelymaintainsitsimageryaswell.Base:Respondentswhoawarethebrand,2013Dec2014Jul/Dec,TT=153/139/139Shareofimage90%sig.higher/lowerthanlastwave14DrinkabilitySharing/BondingRoots/HeritageYoung/ContemporaryStatus/RewardOthersVisibilityandmarketbarrier15AdAwarenessGinsberandTsingtaogetsomedeclineontotaladawareness.Snowisstilltheleadingbrandonadawareness.Spot.AdawarenessTotalAdawarenessBase:Totaldrinker,2013Dec.N=163,2014Jul/Dec.N=158/16090%sig.higher/lowerthanlastwave16VisibilitySnowhasahighervisibilityacrossdifferentchannel.GinsbermeetssomedeclineonATLchannel.HarbinhastheopportunitytoincreasebothATLandBTLvisibility.90%sig.higher/lowerthanlastwaveBase:Totaldrinker,2013Dec.N=163,2014Jul/Dec.N=158/160ShareofVisibility17Evaluationon“Campaign”1819CampaignStimulusBase:TotalRespondents,2014Dec,N=160CampaignawarenessAwarecampaignNotawarecampaign59%41%CampaignAwarenessBase:Respondentswhoareawareofcampaign,2014Dec,N=95BrandlinkageGinsber73%Snow7%Tsingtao7%Bud1%Don'tknow12%Base:Respondentswhospont.awareofcampaign,2014Dec,N=95T1.Adrecognition;T2.Brandlinkage;T3.sourceofawarenessAlmost60%consumershasclaimedtheyawarethecampaignandmostconsumerrelatedthecampaigntothebrandofGinsber.20Evaluationon“Sametaste”21SameTasteConcept22LikeabilityofConceptBase163158160T2B556266Mean3.73.93.9B2B747Consumerhaspositivefeedbacktowardstheconcept.LikeabilityoftheconceptBase:Totaldrinker,2013Dec/2014Jul/Dec.N=163/158/16023Co-brandimpactonImpression&PurchaseIntentionT2B403042403541Mean3.53.33.43.53.43.5B2B1289765T2B373132353133Mean3.43.43.33.33.33.3B2B958966ImpressiontoGinsberImpressiontoHRBPurchaseIntentiontoGinsberPurchaseIntentiontoHRBBase:RespondentswhoawarebothHRBandthelocalbrand,2013Dec/2014Jul/Dec.N=138/128/118Theconceptdoesn’tbringnegativefeedbackonimpressionandpurchaseintentiontowardsGinsberandHarbin.90%sig.higher/lowerthanlastwave24EvaluationonSloganandconcept2526AwarenessofSloganBase:RespondentswhoawaretheGinsber,2014DecN=158Means90%sig.higherthanothers‘干杯金士百，世界靠過來’isthemostwellknownsloganofGinsber,followedby‘5A品質(zhì)綠色釀造’.Bothofthemareknownbyover50%consumers.StimulusofConcept27CA零距離，更新鮮CB純生領(lǐng)導(dǎo)者新鮮零距離CC金士百啤酒打造純生領(lǐng)導(dǎo)者CD金士百啤酒家鄉(xiāng)的新鮮味LikeabilityoftheConceptBase:TotalRespondents,2014DecN=160Means90%sig.higherthanothersT1FofConceptBase160160160160T2B64686382Mean3.813.883.884.24B2B7642‘金士百啤酒家鄉(xiāng)的新鮮味’isthemostpreferredoneamong4concepts.28InfluenceonPItoGinsberBase:TotalRespondents,2014DecN=160Means90%sig.higher/lowerthanothers29Base160160160160T2B74707678Mean3.923.923.964.14B2B8884T1FofConceptConsumeralsohashigherpurchaseintentiontowardsGinsberintroducedin‘金士百啤酒家鄉(xiāng)的新鮮味’thanother3concepts.Uniqueness&CreditabilityBase:TotalRespondents,2014DecN=160Means90%sig.higher/lowerthanothers30Base160160160160T2B53626569Mean3.623.803.833.99B2B11774‘金士百啤酒家鄉(xiāng)的新鮮味’alsoperformsdirectionalbetteronuniquenessandcreditability.Base160160160160T2B63666874Mean3.833.913.904.03B2B6452?2013Ipsos–Allrightsreserved.ThisproposalconstitutesthesoleandexclusivepropertyofIpsos.

Ipsosretainsallcopyrightsandotherrightsover,withoutlimitation,Ipsos'trademarks,technologies,methodologies,analysesandknowhowincludedorarisingoutofthisproposal.TheaddresseeofthisproposalundertakestomaintainitconfidentialandnottodiscloseallorpartofitscontenttoanythirdpartywithoutthepriorwrittenconsentofIpsos.Theaddresseeundertakestousethisproposalsolelyforitsownneeds(andtheneedsofitsaffiliatedcompaniesasthecasemaybe),onlyforthepurposeofevaluatingtheproposalforservicesofIpsos.Nootheruseispermitted.ThankYou!

31Appendix32MarketbarrierBase:2013Dec,2014Jul/Dec.N=157/130/130Base:2013Dec,2014Jul/Dec.N=152/81/101Base:2013Dec,2014Jul/Dec.N=138/61/64Base:2013Dec,2014Jul/Dec.N=163/147/15390%sig.higher/lowerthanlastwave33BrandMapping–2014DecBase:Respondentswhoawarethebrand,2014Dec.Ginsber=155,TT=139,HRB=119,Snow=15934BrandQuadrant-GinsberBase:Respondentswhoawarethebrands,2014Dec,Ginsber=155,GinsberShareofImageGinsberT1FDriver

35StrengthOpportunityOverdeliveredBrandQuadrant-HarbinBase:Respondentswhoawarethebrands,2014Dec,HRB=119HarbinShareofImageHarbinT1FDriver

36StrengthOpportunityOverdeliveredNote:T1FforHarbininlowbaseDrinkabilityYoung/ContemporaryStatus/RewardOthersBrandImage–2014DecBase:Respondentswhoawarethebrand,2014Dec.Ginsber=155,TT=139,HRB=119,Snow=159Boxis90%sig.higherthanother3brandsRawData37Sharing/BondingRoo