hempz brand: theory and research mock presentation
TRANSCRIPT
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Overview• Issue Identification • Potential Causes to Research • New Message Proposal • New Message Goals • Research Methodology • Data Collection Methodology • Recommendations
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Issue Identification • Hempz brand products failed to generate sales goals for 2015• 35% of brand’s total revenue dedicated to “Smokin’ Hot Skin
Care” campaign• 15% market share not obtained • $10 million not maintained
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Potential Causes to Research• Limited understanding among target audience• Social stigma/Marijuana association • Lack of consumer sentiment, product appeal, or general
reception
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New Message Proposal • A “Higher Quality” campaign will replace the previous • Visual Message: elegant, informative, and serious • Stated Message: “A higher quality of skin care”: • Message portrays line as results-driven, organic skin care with
hemp
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New Message Goals• Improve target perception • Diminish negative sentiment • Inspire attention/Motivate purchase
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Secondary Research• Information uncovered through database research
• Target audience sentiment toward hemp-related products
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Sources: www.collective-evolution.com/2013/07/17/hemp-vs-cotton-the-ultimate-showdown/ www.hempbenefits.org/hemp-for-body-care/
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Sources: www.collective-evolution.com/2013/07/17/hemp-vs-cotton-the-ultimate-showdown/ www.hempbenefits.org/hemp-for-body-care/
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Focus Group Construction• Screening selection process
• Regular users of organic skin care products • Participants requested via social media networks • Participants contacted by phone
• Discussion Guide Construction • Consent forms/confidentiality • Digital recordings/deletion • Introduction • Explanation/logistics • Ground rules • Questions: Initial, Situational, Corrective, and Conceptual • Probes
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Focus Group Results• Brand familiarity
• A majority: Somewhat familiar • A mixed minority: Split between familiarity and product users • Remainder: Unaware
• Most common response: “I’ve seen it in the store, but don’t know much about it.”
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Focus Group Results• How participants discovered/learned about similar products
• A majority: In-store shopping • A mixed minority: Divided among websites, online shopping, and
friends • Most common response:
“I learned about my hemp-based skin care product while shopping at my local co-op.”
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Focus Group Results• Participants’ perceptions of hemp-based products
• Most participants: Effective • A few participants: Unaware
• Most common response: “It’s my understanding that products with hemp are very effective and beneficial.”
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Focus Group Results• How participants research hemp/organic products
• Most participants: Online shopping • A mixed few: Divided among websites, in-store shopping, and
friends • Most common response:
“I search various shopping sites and read consumer reviews.”
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Focus Group Results• Where advertising for hemp products is commonly seen
• Most participants: Split between nowhere and online • A few participants: In-store
• Most common responses: “I don’t recall seeing any advertising for hemp products.” “Unless you look it up, you won’t find any advertising.”
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Focus Group Results• Participants’ perceptions of ads (when seen)
• A majority: Indifferent • A minority: Ineffective • Remainder: Stereotypical-I
• Most common responses: “I don’t feel one way or the other about them.” “Some of them seem phony, tacky, and over-the-top.”
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Focus Group Results• When asked if hemp product marketing is effective
• Most participants: No • A few participants: Maybe • Remainder: Split between unsure and yes
• Most common response: “As I’ve seen hardly any ads – and the ones I have seen are typical pot culture nonsense - I’d say no.”
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Focus Group Results• Participants’ thoughts
• Opinion was mixed: Between ineffective and stereotypical-I
• Most common responses: “Cigarette smoke and skin care doesn’t go together.” “A lack of information doesn’t inspire more research.”
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Focus Group Results• Participants’ thoughts
• Most participants: Ineffective • Remainder: Stereotypical-I
• Most common responses: “Seems a bit busy considering the limited information.” “Psychedelic and trippy.”
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Focus Group Results• Participants’ thoughts
• Everyone: Ineffective • Most common responses:
“A pretty ad; elegant but with no information.” “Good vibe, not too loud, lacks information.”
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Focus Group Results• When asked if there’s anything to add
• A majority: Split between adjust imagery and adjust message • A minority: More information • Remainder: Adjust format
• Most common responses: “Consider toning the imagery down and making the message clearer.” “Shouldn’t use imagery that reinforces the marijuana stereotype.” “Varied and inconsistent.”
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Focus Group Results• Do the previous ads inspire additional research
• A majority: No • A minority: Very little • Remainder: Perhaps
• Most common response: “The poor messaging is a major turn-off.”
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Focus Group Results• Could anything be presented differently
• A majority: More information • A minority: Split between adjust message and adjust imagery • Remainder: No input
• Most common responses: “A clearer message and more realistic images are needed.” “There needs to be more descriptive language.” “Remove marijuana references and focus on health benefits.”
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Focus Group Results• Participants’ thoughts
• Most participants: Effective • A few participants:
Innovative-E • Most common responses:
“This encourages me to learn more.” “Effectively promotes the hemp qualities without being cartoonish.”
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Focus Group Results• Participants’ thoughts
• Opinion was mixed: Between effective and innovative-E
• Most common responses: “Organic, yet edgy at the same time – good message.” “Definitely reaches out to a younger group and shows the line – good example.”
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Focus Group Results• Participants’ thoughts
• Most participants: Effective • A few participants: Innovative-E
• Most common responses: “Attractive model appealing to those in their mid-20s.” “Good use of imagery – shows the products and has a good message.”
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Focus Group Results• Which ad concepts is most appealing
• A majority: Advertisement C • A minority: Advertisement A
• Most common responses: “This ad conveys an elegant nature for hemp-based products.” “The imagery, colors, and message is spot-on.”
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Focus Group Results• Could any of the new ads be effective in marketing the line
• Virtually everyone: Absolutely • Remainder: Very likely
• Most common responses: “Yes, this is how hemp skin care should be marketed to get people’s attention. People want to make an intelligent buy; this is intelligent.”
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Recommendations • Follow through with similar concepts
• Avoid marijuana stereotypes • Keep imagery consistent across platforms • Make sure message aligns with imagery • Add pertinent information • Consider format similar to concept material • Expand media exposure (print and online)
• Create and implement a follow-up survey • Check consumer perception • Make sure advertising is getting proper exposure • See if results match company objectives
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Questions?