77106096 c&c cf cleanser 'cheer leader 2' link report

C&C CF Cleanser “Cheer Leader 2” Link Report

Kelly Chan

November 2011

Job No. 77106096 November 2008

TABLE OF CONTENTS

1. Research Overview

2. Key Findings

3. Detailed Report

3.1 General Findings

3.2 Age Group Comparison

3.3 C&C User & Non-User Comparison

4. Research Summary

RESEARCH OVERVIEW

1. Introduction

In 2006, C&C test launched Clear Fairness Campaign with competitive product benefits and achieved over 100% growth,

showing the good product performance and high potential.

Now the ad “Cheer Leader 2” is produced to support CF cleanser dedicatedly to further build CF cleanser awareness,

and superiority to convert current competitor brand users.

2. The Ad “Cheer Leader 2”

I want to be the focus of group; the dull skin makes me unconfident to show off. I want to have healthy pinkish skin with

nature glory and can be more confident to stand out.

Targets: (Core) female teens aged 13-18 (main: 15-18);

(Secondary) young female 19-24 with whitening skin needs

Communication Points: delivery of C&C equity

(healthy pinkish skin, with confidence; fun, experimental freedom, self-expression)

Key Messages: make skin pinkish white /fair

Key Benefits: Give you pinkish fair skin so that you are more confidence to experience the possibilities

3. Objectives

Ad Intrusiveness

- What people’s attitudes to the advertising are

- Whether the message being communicated is on strategy

- Whether the content is memorable

Brand Equity

- Whether it is well branded

- The effectiveness of building C&C brand image to be “Fun, Experimental, Freedom, Self-expression”

Persuasion

- The effectiveness of persuading target consumers to try the product

RESEARCH OVERVIEW

Research Design

Methodology: F2F

Fieldwork Period: 2008

Location: Shanghai, China

Sample Definition

Sample Source: interviewees who have been invited into a hall

Respondent Type:

- Main Sample: Female, aged from 13-18, with monthly household income 3100 RMB or above

- Additional Sample: Female, aged from 19-24, with monthly household income 3100 RMB or above

Quota

Main (Base: 100)

RMB 3100 - 3999 RMB 4000 - 4999 RMB 5000 or above

Aged 13-15 (base: 50)

Aged 16-18 (base: 50)

Total (base: 100) 30 20 50

Additional (Base: 50)

RMB 3100 - 3999 RMB 4000 - 4999 RMB 5000 or above

Aged 19-24 (base: 50)

Key Findings

KEY FINDINGS

In general, the enjoyment of the ad is with high ratings (mean score:

4.01). 75% of respondents answered that “enjoy it a lot” or “quite enjoy it”.

The ad is easy to be understood (mean score: 3.65) and new information

is acceptable (mean score: 3.12). The communication points of healthy

pinkish fair skin is gotten by consumers.

Content is good enough for memorable. Young girls with pinkish fair skin

won more confidence to experience the possibilities.

Brand awareness is caught by consumers (99% respondents). Brand

image of “confidence, fun, experimental, freedom, self-expression” is well

branded in the advert.

The advert has the effectiveness to persuade young girls of aged 13-18

to try the product, and non users are willing to consider the brand for trial.

Detailed Report

General Findings

Age Group Comparison

C&C User & Non-User Comparison

GENERAL FINDINGS

1. Advert Intrusiveness – Enjoyment & Involvement

17

21

28

54

54

47

24

20

23

4

5

2

Shanghai Skin Care Average

Shanghai Average

Cheer Leader 2

(Q6) How much would you enjoy watching this ad each time you see it on TV?

(5) A lot (4) Quite (3) Would not mind (2) Not much

Mean

4.01

3.90

3.84

Base

100

1082

132

0

2

12

26

31

18

10

1

1

1

2

3

4

5

6

7

8

9

(Q7/Q8/Q9) Which one of these words do you think applies most to the advert?

Cheer Leader 2 (5.70)

Average (5.34)

0 10 20 30 40 50 60 70

(10) Interesting

(10) Distinctive

(10) Involving

(10) Imitating

(10) Unpleasant

(10) Disturbing

(0) Pleasant

(0) Soothing

(0) Gentle

(0) Boring

(0) Ordinary

(0) Weak

Main

Most of people (75%) enjoy the ad, with response of “Enjoy a

lot” or “Quite enjoy”. Compared with the average mean score

3.90, “Cheer Leader 2” is up to 4.01.

People thought that it was “Involving”, “Distinctive”,

“Interesting” and “Pleasant”. Compared with the average active

passive mean score 5.34, “Cheer Leader 2” is 5.70.

GENERAL FINDINGS

1. Advert Intrusiveness – Understanding & New Information

21 71 7 1 Main

(Q27) How much new information does the ad give you about C&C CF cleanser?

(4) A lot of new information (3) Some new information

(2) No new information (1) No information at all

68 30 1 1 Main

(Q24) How easy was it to understand what was going on in the advert?

(4) Very easy (3) Quite easy (2) Quite hard (1) Very hard

Mean: 3.12

Mean: 3.65

43

49

68

56

48

30

2

3

1

0

0

1

Shanghai Skin Care Average

Shanghai Average

Cheer Leader 2

(4) Very easy (3) Quite easy (2) Quite hard (1) Very hard

Mean

3.65

3.45

3.53

Base

100

1076

131

The ad is easily to be understood, with 98% of

responses of “Very easy” or “Quite easy”. Compared

with the average Shanghai skin care mean score 3.53,

“Cheer Leader 2” is 3.65.

In the meantime, new information is given about C&C

CF cleanser, with 92% of responses of “A lot” or “Quite”,

and mean score is up to 3.12.

GENERAL FINDINGS

1. Advert Intrusiveness – Message Communication

81

82

82

83

86

90

90

92

Wipe off dullness

White VC beads wipe off dullness first and brighten

Give me healthy beauty white skin and let me show myself

Contain white VC beads

Make me whiten /fair, wonderful

Make skin pinkish whiten /fair

Whiten skin /brighten skin

Let skin be whiten and show out pinkish

(Q28) How strongly does the advert give you the impression that C&C CF Cleanser...

Top 2 Box Mean

3.37

3.41

3.41

3.34

3.22

3.22

3.14

3.18

Key message of “healthy pinkish skin” is accepted – C&C CF cleanser makes skin pinkish, white /fair.

92% of respondents thought it let skin be whiten and show out pinkish;

90% of respondents thought it can whiten skin /brighten skin;

90% of respondents thought it makes skin pinkish whiten /fair;

GENERAL FINDINGS

1. Advert Intrusiveness – Content Impressions

(Q22A) Impression

(n=229)

Background (NET) 53

KB: make skin pinkish 6

Whitening (NET) 46

Whitening 32

After using the product, girl's face /skin is white 8

Clear fairness .deep clean fairness 7

Brand /Product Image (NET) 42

Effective /Works very well 12

A brand for young 12

Young 10

Pay off (NET) 20

After using the product, girl's 8

Effects of girl using the product other positive

mentions 7

After using the product, girl's face /skin is pinkish 4

Skin Improved (NET) 19

After using the product, girl's 8

Effects of girl using the product other positive

mentions 7

After using the product, girl's face /skin is pinkish 4

(Q20) Likes

(n=218)

Any Likes C&C CF Cleanser (NET) 80

All Reference To Girl (NET) 39

Girl is lively /energetic /healt 12

Girl's clothing 10

Girl is young 8

Ending (NET) 30

Girls dance /cheer leaders perform 24

Skin Improved (NET) 19

After using the product, girl's face /skin is white 10

Ad Image (NET) 12

Ad is young /fit young people /is lively 4

Communication Points (NET) 10

Whitening 5

(21) Dislikes

(n=121)

Any Dislikes (NET) 14

Ad Image (NET) 10

Ad is artificial 4

Ad is uncreative 2

Ad is boring /not interesting /dull/ does not catch

my 2

Story (NET) 5

too fast /product effect is too fast 3

Product feature (pinkish fair skin) is well branded, young

energetic girls are impressed. The ad meets the point.

But people think the ad is ordinary and uncreative.

GENERAL FINDINGS

2. Brand Evaluation – Branding

99 94

54 51 42

99 95

55 52 42

C&C C&C Cleanser Clean Cleanser

C&C Fairness Cleanser

C&C Clean Fairness Cleanser

(Q10a) What was the full name of the brand and product being advertised? (Q10b) The advert was for C&C facial cleanser. Exactly what kind function of C&C facial cleanser was being advertised?

Unaided Aided

1

1

10

39

36

12

1

3.25

3.5

3.75

4

4.25

4.5

4.75

(Q11a) You've just watched an advert for C&C facial cleanser. Which one of the phrases below applies to this advert?

Branding Average

“Cheer Leader 2” (4.06)

Average (4.01)

(Q18) Brand Cues

(N=149)

All Reference To Girl (NET) 21

Girl is young 14

Girl is lively /energetic /heat 9

Set Up (NET) 20

Appear two girls/two cheer leaders/two girls 17

Ad Image (NET) 12

Good ad/likes ad (all other references) 4

Ad features a group of young girls 3

Color of the ad is

light/refreshing/beautiful/white/pink 3

Communication Points (NET) 6

Product contains pinkish beads 3

C&C is well branded in the ad, whatever unaided or

aided, people can figure out that is C&C product.

C&C is for young girls, C&C cleanser let girls lively,

energetic and heat, and let the skin pinkish fair, which

is reflecting on the key communication point –

healthy pinkish skin.

GENERAL FINDINGS

2. Brand Evaluation – Index

3.93

3.08

(QJ&J2) Uniqueness (QJ&J1) Relevance

(QJ&J1) When you hear about C&C, how do you feel about it? (QJ&J2) How strongly do you agree or disagree that this ad is very different from other brand ad?

Mean

4.1

2.96 2.84

(Q15A) Appealing (Q12) Establishing (Q26) Credibility

(Q12) If the logo and package/product were taken out of this advert, how easily could you tell it was for C&C CF Cleanser? (Q15A) How did the advert make you feel about C&C CF Cleanser? (Q26) How believable did you find the points made in the advert

Mean

0

20

40

60

80 Attracted

Confident

Surprised

Contented

Affectionate

Inspired

Excited

Proud Annoyed

Repelled

Inadequate

Unimpressed

Sad

Hatred

Guilty

Disappointed

(E3) Which of these emotions did you feel strongly? (E4) And, which of these emotions did you feel at all?

Endorsement

From emotion test, “Attracted”, “Confident”,

“Surprised” etc are reflecting on people’s mind, which

is well to build the brand image of “fun, experimental,

freedom, self-expression”.

In addition, C&C is a growth brand (Uniqueness >

Relevance). And people is willing to pay for the brand

(Appealing > Establishing > Credibility).

AVG Positive: 62

AVG Negative: 5

GENERAL FINDINGS

3. Persuasion

29

47

24 28

34

16

Users Trialists Non Trialists

(Q13) Which of these phrases applies to your use of C&C CF Cleanser? (Q14) Thinking about the advert you have seen for C&C CF Cleanser, how do you think the advert will affect your use of C&C CF Cleanser?

Base Potential Buyer

Users 29%

Trialists 47%

Non Trialists 24%

Potential Buyers 78%

Others 22%

Affected by the ad, there will be 78% of potential buyers who

responded “will buy /try the product”.

Users (97%) have loyalty for C&C products, while trialists (72%)

will consider the product. Non trialists (67%) are willing to try.

Persuasion

Users: 97%

Trialists: 72%

Non Trialists: 67%

Mean (1-4)

Users: 3.48

Trialists: 2.94

Non Trialists: 2.79

Detailed Report

General Findings



AGE GROUP COMPARISON

1. Brand Evaluation

4.1 4.22 3.98

2.96 2.92 3 2.84 2.84 2.84

Main Aged 16-18 Aged 13-15


(Q15A) Appealing (Q12) Estability (Q26) Credibility

3.93 3.98 3.88

3.08 3.12 3.04




0

20

40

60

80

100 Attracted

Confident

Surprised

Contented

Affectionate

Inspired

Excited

Proud

Annoyed

Inadequate

Hatred

Unimpressed

Sad

Disappointed

Repelled

Guilty


Main

Aged 16-18

Aged 13-15

Endorsement

Main: 57

Aged 16-18: 59

Aged 13-15: 55

Compared with the groups between aged 16-18 and

aged 13-15, the main target group aged 16-18 is

more appealed.

Endorsement (Positive - Negative):

Aged 16-18 (59) > Aged 13-15 (55)

Brand Strength (Uniqueness * Relevance):

Aged 16-18 (12.4) > Aged 13-15 (11.8)

Brand Status (Appealing * Estability * Credibility):

Aged 16-18 (35.0) > Aged 13-15 (33.9)

Brand Strength

Main: 12.1

Aged 16-18: 12.4

Aged 13-15: 11.8

Brand Status

Main: 34.5

Aged 16-18: 35.0

Aged 13-15: 33.9

AGE GROUP COMPARISON

2. Persuasion

97 94 100

72 73 71 67

50

75




Mean

Main: 3.59

Aged 16-18 3.92

Aged 13-15: 3.52

Potential Buyers

76%

Others 24%

Potential Buyers

80%

Others 20%

Aged 16-18

Aged 13-15

Compared with the groups between aged 16-18 and aged 13-15,

the persuasion for aged 16-18 is less than aged 13-15.

Potential Buyers:

Aged 16-18 (76%) > Aged 13-15 (80%)

Detailed Report

General Findings



C&C USER & NON-USR COMPARISON

1. Brand Evaluation

4.1 4.33

3.91

2.96 3.24

2.73 2.84 3.13

2.6

Main C&C Users Non Users


(Q15A) Appealing (Q12) Estability (Q26) Credibility

Brand Status

Main: 34.5

C&C Users: 43.9

Non Users: 27.8

3.93 4.24

3.67

3.08 3.44

2.78




Brand Strength

Main: 12.1

C&C Users: 14.6

Non Users: 10.2

0

20

40

60

80

100 Attracted

Confident

Surprised

Contented

Affectionate

Inspired

Excited

Proud Annoyed

Inadequate

Hatred

Unimpressed

Sad

Disappointed

Repelled

Guilty


Main

C&C Users

Non Users

Endorsement

Main: 57

C&C Users: 70

Non Users: 47

C&C users are with high praise for the brand, brand

loyalty looks good (C&C User Endorsement: 70).

Non users don’t know very much about C&C (Brand

Status of Non Users: 27.8).

Whatever C&C users or Non user, brand strength

has the room for growth.

C&C USER & NON-USR COMPARISON

2. Persuasion

97 96

1

72

92

64 67

83

61




Mean

Main: 3.06

C&C Users: 3.33

Non Users: 2.84

Potential Buyers 58%

Others 42%

Potential Buyers

65%

Others 35%

C&C Users

Non Users

C&C has capacity to persuade Non Users to try its products.

Potential Buyers Comparison:

Non Users (65%) > Users (58%)

Research Summary

RESEARCH SUMMARY

The ad “Cheer Leader 2” is good enough for running, communication message

of “healthy pinkish skin, with confidence; fun, experimental, freedom, self-

expression” is acceptable for consumers.

Brand image of “more confidence to experience the possibilities” is well

presented in the advert. Brand strength shows that C&C is a growing brand,

while brand status figured that C&C is the potential option for consumers.

Consumers would like to consider and try C&C products, non users are willing

to buy, and they will be the potential users of C&C.

THANK YOU

Kelly Chan

Data & Analytics

77106096 c&c cf cleanser 'cheer leader 2' link report