Brand Health Evaluation

Phase 2 - Presentation of Findings

Prepared for

June, 2006

1
 Agenda

Background

Research Objectives & Design

Campaign Details

Research Findings

Conclusions & Way Forward

2
 Background

● Unifrutti branded fruits have been present in the GCC for more than 15 years.

● Earlier this year Unfrutti has launched an advertising campaign to increase

awareness and preference of its branded fruits among fresh fruit consumers.

● Unifrutti’s advertising agency : Saatchi & Saatchi approached ACNielsen to conduct

a market research to assess the impact of the marketing initiatives on Unfrutti brand

health & perceptions.

● The research was conducted in two phases to understand

– Phase 1 : Conducted in (KSA : Sep – Oct 2005 , UAE : Jan – Feb 2006)

– Phase 2 : Conducted in (KSA and UAE : Apr-May 2006)

● This is a presentation of findings of Phase 2 of the study.

3
 Agenda

Background

Research Objectives & Design

Campaign Details

Research Findings

Conclusions & Way Forward

4
 Research Objectives

● Two Phased Approach

– Phase 1: Pre-campaign phase

– Understanding the category
– Awareness & usage
– Factors that drive purchase of branded fruits
– Brand Awareness & usage
– Source of awareness & recall of any advertising
– Brand perceptions & imagery

– Phase 2: Post-campaign phase

– Assess shifts on brand’s performance on key indicators.
– Understanding the efficacy of the ad campaign.
– Determine brand equity using the Winning Brands approach for Unifrutti and Competition.

5
 Research Instrument

• Face-to-face interviews with the target respondents.

• Using a structured questionnaire with a mix of close and open-ended questions to

elicit rich responses.

• Interviews were conducted with an estimated length of around 30 to 40 minutes.

6
 Sample Break-up & Target Respondent

● UAE – 250 Interviews

– Abu Dhabi – 110

● Target Respondent Profile
– Dubai – 90
– Age Groups: Mothers in the age group 21-45 years
– Sharjah – 50
– SEC: B, C1, C2
● KSA – 225 Interviews
– Nationality: Nationals, Expat Arabs & Asians (Only UAE)
– Jeddah – 100
– Should have bought branded fresh fruits themselves in the
– Riyadh – 80
last 1 month
– Dammam – 45

7
 Sample Composition – UAE & Saudi

● A total of 225 respondents were interviewed in KSA while 250 interviewed in the UAE
KSA
Age Nationality SEC Location
44% 36%
26% 21-25 KSA Jeddah
19% B
33% National
26-30 20% Riyadh
C1
31-35 Expat Arab Dam m am
C2
36-40
6%
41-45 33%

27% 23%
22%
67% 44%

UAE
Age Nationality SEC Location
60% 50%
UAE
36%
25% 21-25 National Abu Dhabi
16% B
26-30 Expat Arab 20% Dubai
C1
31-35 Sharjah
Asians C2
9% 36-40
41-45
16%
30% 20%
31% 19% 24%
44%

8
 Agenda

Background

Research Objectives & Design

Campaign Details

Research Findings

Conclusions & Way Forward

9
 Pan–Arab Multi-Media Campaign

● Basic objectives of the campaign was to create awareness and positive associations for the brand.
● Common theme was selected for different fruits across all media vehicles.

TV ADs Print and Outdoor ADs

• For Apple, Orange & Grapes i.e. Unifrutti sticker is stick on the best fruit,
an incident occurs and the fruits gets damaged then the Unifrutti sticker
peels off from that fruit and glued to another best fruit kept aside”

•Separate ads were shown for each product.

•A common theme was adopted across all the print ads
showing the Unifrutti sticker on the best fruit with
underlying message that this sticker is “found only on the
deserving fruit”
•Print ads were published in all the leading newspapers and
magazines. Posters were placed across

Main Message Media Weight

Nov 2005 Jan – Apr 2006

TV 30% 80%

Print 16% 20%

•Slogan was supported by complete text to educate Outdoor 53% Nil

consumer about the underlying theme

10
 Agenda

Background

Research Objectives & Design

Campaign Details

Research Findings

Conclusions & Way Forward

11
● Flow of Findings
– Impact on the Brand Health Measures for Unifrutti.

– Understanding the efficacy of the communication.

– Understanding Unifrutti’s position in sub-categories.

– Understanding the Brand Equity for Unifrutti and Competition.

12
Impact on the Brand Health Measures for Unifrutti.

13
 Did the Unifrutti campaign help in building awareness for
the brand?
TOM Awareness Total Spont Awareness Total Brand Awareness

0 50 100 0 50 100
● Salience has grown for
4 Unifrutti in both the Sharbataly - KSA
78
Phase 1 14 Unifrutti - KSA Phase 1 88
52 countries. The impact 99
is bigger in UAE with
8 61
Phase2 23
significant
Phase2 75
81 improvement in the 98

spontaneous score.

0 50 100 0 50 100

● However the Chiquita - UAE

4 66
Phase 1 19 Unifrutti - UAE established brands Phase 1 83
52 95
Sharbataly and
12 Chiquita are quite 63
Phase2 48 Phase2 90
81
ahead on salience.
97
Dent made in
Sharbataly’s salience.

Q. When it comes to branded fresh fruits, what brands can you think of?
First mention – TOM, Other mention – Spontaneous Base: UAE 250, KSA 225
Q. Now look at this card and tell me, are there any other brand of fresh fruits that you might have heard of?

14
 Has increase in brand awareness led to increase in trials?
Ever Tried Used in the last 1 month Use Most Often

0 50 100 0 50 100

42 Sharbataly - KSA
Unifrutti - KSA ● Consumption for Unifrutti
95
Phase 1 25 Phase 1 92
4 increases across usage 82
measures. What do sales
75 100
Phase2 60 figures indicate?
Phase2 92
21 71

0 50 100 0 50 100

Chiquita - UAE
33 92
Phase 1 24 Unifrutti - UAE Phase 1 87
8 ● “Most often” 62

consumption for both

66 98
Phase2 53 the key players has Phase2 97
17 56
dropped.

Ever Tried – Which of these branded fresh fruits have you ever tried?, Used in last 1 month – Which of these branded fresh fruits have you used in last 1 month?, Most Often – Which of the
these branded fresh fruits do you consume most often.
Base: UAE 250, KSA 225

15
 Has the consumer disposition become more positive
towards Unifrutti?
Buy Regularly Would Consider Definitely Won't Consider No Opinion

0 50 100 0 50 100

23 ● Regular purchases + Sharbataly89- KSA

Phase 1 39 Unifrutti - KSA Consideration for Phase 1
9
11 0
27 2
Unifrutti has increased
55 Thus consumer 88
45 12
Phase2 0 Phase2
disposition towards 0

Unifrutti is much more

positive. 0 50 100
0 50 100
Chiquita
86 - UAE
23
50Unifrutti 12
Phase 1 - UAE Phase 1 0
8
19 ● Positive Disposition for 2

60
the leading brands 93
35 7
Phase2 remains strong. Phase2 0
0
5

Q. Now thinking about the brands of branded fresh fruits that you use, for each of the following brand names that I read out, I want you to tell me which of these 3 statements best describe
your buying pattern?
Base: UAE 250, KSA 225

16
Impact on the Brand Health Measures for Unifrutti – A Summary

Post the media burst, significant improvement seen in

• Awareness of the brand,
• Trials for the brand
• Positive disposition towards the brand.

The future challenge is to maintain the upward trends and

close the gap with the leading brands.

17
Understanding the efficacy of the communication

18
 Ad Recall

Total Advertising Awareness

KSA UAE
40
53 Chiquita
Sharbataly 45
30
17
Unifrutti
23
9
Unifrutti 10
Source of Recall for Unifrutti Del Monte
17 Phase 1 Phase 2
Base All 225 225 12
TV 1 12 Source of Recall for Unifrutti
Outdoor 0 5 4 Phase 1 Phase 2
16 Print 6 0 Goldland Base All 250 250
Chiquita In-store Promos 1 3 10 TV 1 12
Radio 0 0 Outdoor 8 11
7
Print 2 8
Blue 6
In-store Promos 8 8
Whale Radio 0 2
8
12
● Improvement in ad recall for Unifrutti.
Al Watania 3
3 ● TV and Outdoor mainly contributing Royal Gala
● Improvement in ad recall for Unifrutti.
7
in an increase in the ad awareness
scores for Unifrutti in KSA ● TV, Print and Outdoor mainly
Phase 1 Phase 2 Phase 1 Phase 2
contributing in an increase in the ad
awareness in UAE

Base: All Respondents – 225 each phase Base: All Respondents – 250 each phase

19
 Media Habits of Mothers (Target Audience)

● TV is prime media across countries.

● Other media - Print, Radio and Internet popularity much lower in Saudi vis a vis UAE.

Activities done daily KSA UAE

Base 225 250

% %
Read Print 19 53
Watch TV 90 95
Listen to radio 15 37
Surf the net 1 13

20
 Ad Evaluation – ACNielsen Framework

Four measures are important when evaluating an ad’s performance -

EPIC:

 Empathy
- do consumers like the ad and is it relevant?
 Persuasion
- has the ad been successful in shifting consumers behaviour?
 Impact
- is the ad being noticed and is it unique?
 Communication
- has the ad been able to convey the key brand messages?

21
 Advertising task...

No single measure of effectiveness is adequate to evaluate all

ads at all times. “Effectiveness” can only be evaluated against
Your advertising should focus
what you and your agency intend the advertising to do.
on one or two key objectives
and on these you should
measure your advertising. Empathy

Impact Communication

Persuasion (overall effect of Empathy, Impact and Communication)

22
 Definitions

Empathy
● Personal Relevance - ‘Ad. is relevant to me as an individual’
● Absolute Likability - Likability of the ad. tested
● Relative Likability - Likability of the ad. tested in comparison to other ads. in the
fresh fruits category

Impact
● Visibility - Number of people who have seen the ad.
● Recognition - Brand recognition of the ad. tested
● Differentiation - ‘Is different to other fresh fruits ads.”

Communication
● Comprehension - ‘Most people would find easy to follow’
● Main message - Prompted communication

23
 EPIC Framework – An Example

Summary of EIC Measures

Empathy
3.4 The ad is performing
6
below norms on all
the 3 parameters
42.5

2.7 3.3

3.5 3.9

Impact
Brand Ad Norms
Communication

Source: Winning Brands Ad Track projects (Communications Effectiveness Module) Nov. 1998 - Feb 2006 (nearly 400 cases)

24
 Unifrutti Apple Ad Description

“Shot opens in the fruit section of a supermarket. We see a pile of apples. As a woman’s

hand reaches for an apple from the top, another goes tumbling down the pile and onto the

floor. The woman picks the apple up from the floor and places it back into the pile and we

see the sticker that was on it peel off and float away, landing onto another undamaged,

fresh and healthy apple sitting nearby.”

25
 How does the Unifrutti Apple Ad perform?
● On 2 measures – Empathy and Communication - the ad performs on par with the norms in
KSA, and above norms in UAE
● The ad performs below norms across both the countries on Impact.

KSA UAE
4.1 Empathy 4.1
Empathy
5
4

2.9
4.6 3.7
5.1
Impact
4 4.3 4 4.3
Unifrutti Apple Ad Norms Communication
Impact Unifrutti Apple Ad NormsCommunication

26
 What has caused the low Impact scores for the ad?

● Low scores on Impact driven by low visibility (cut through) and low branded recognition in both markets,
differentiation low in KSA

Visibility Branded Recognition Differentiation

KSA UAE
KSA % UAE KSA % UAE %
Agree very strongly (5)
12 12
Yes definitely seen it 27
8
17 Correct recall - 4
6 63
Yes I think I've seen it Brand only
4 53
13 20
10 3
77
Unsure whether I've
seen it Incorrect recall 2
10
33 15
Don't think I've seen it
58 58 Not at all (1)

37 8 21
Definitely haven't seen 3
Don’t know/Can't Don’t know 6
it 15 2
recall

Base: KSA 225, UAE 250 Base: All Who Have Seen Ad = KSA 64, UAE 48 Base: All Who Have Seen Ad = KSA 64, UAE 48

Visibility (Definitely + Think I have Branded Recognition (Correct Brand associated with Differentiation
seen it) the ad)
Norms 47 80 71
KSA Scores 20 53 47
UAE Scores 29 77 78

27
 Unifrutti Ad Evaluation

Empathy Measures – {Apple Ad}

Norms = 90% Norms = 78% Norms = 67%
KSA % UAE KSA % UAE KSA % UAE
Liked this ad a lot
Like it very much more than most Agree very strongly
fresh fruits ads (5)
34
Like this ad a little 33
Like it a little more than most 4
75 fresh fruits ads 65 60

Neither like nor 81 Feel it’s equal to 3

dislike other fresh fruits
ads
Dislike it a little 16 2 47
I like other fresh
fruits ads slightly
16 more than this ad
Dislike it a lot 19 Not at all (1) 25
I like other fresh 17
8 fruits ads much 9
Don’t know 15 more than this ad 15 Don’t know
2
20 5 0 13
2 8
4 2
0 Relative Personal
Absolute Liking Relevance
Liking

Base: All Who Have Seen Ad = KSA 64, UAE 48

28
 Unifrutti Ad Evaluation

Communication Measures – {Apple Ad}

Norms = 78% Norms = 88%
KSA % UAE KSA % UAE
Agree very
Agree very strongly strongly (5)
(5)
4
4
63 61 67
3
3
77

2
2

Not at all (1)

16 20
Not at all (1) 21
8 Don’t know 9
14
Don’t know 6 9 10
8 8 2
Comprehen
Main sion
Message

Base: All Who Have Seen Ad = KSA 64, UAE 48

29
 Understanding the role of the communication – A Summary

End objective of the

any campaign is to
Adequate Media Support Good Advertising Efficacy make consumers
aware of the brand &
persuade them to buy

+ =

Impact Empathy
Communication
(Branded Cut – (Appeal to Relevant
(Right message)
Through) Target Audience)

Low Impact ability of the brand will have to be tackled by

1) Strengthening Branding of TV Commercial
2) More media support / Intelligent media support to the communication. (Efficiencies can be
brought into media planning as follows by using the more popular media, KSA : TV + Outdoor,
UAE : TV + Print + Radio)

30
Understanding the Unifrutti’s Position in various sub-
categories

31
 Specific Probe : Which fruit is driving brand’s awareness scores?

● Unifrutti derives awareness from mainly apples in KSA, apples and oranges in UAE.
● Sharbataly stronger on apples in KSA

Spontaneous Brand Awareness

KSA UAE

Unifrutti Any Fresh Fruits (23%) Unifrutti Any Fresh Fruits (48%)

Apples (54%) Oranges (37%) Grapes (23%) Apples (48%) Oranges (51%) Grapes (24%)

Sharbataly Any Fresh Fruits (75%) Del Monte Any Fresh Fruits (33%)

Apples (72%) Oranges (59%) Grapes (41%) Apples (32%) Oranges (21%) Grapes (16%)

Base: All Respondents – 225 Base: All Respondents – 250

32
33
Understanding the way forward
Analyzing the Brand Equity for Unifrutti and Competition

34
 Our belief on - What is Brand Equity

What consumers What

know consumers do

How Consumer Knowledge impacts

What They Do
“The differential effect that knowledge about the brand has on
consumer response to the marketing of that brand” (re: Professor
Kevin Keller, The Fuqua School of Business, Duke University, US)

35
 Consumer Based Brand Equity

 Positive customer-based brand equity results when

consumers respond more favorably to the marketing
activities when the brand is identified that when it is not
Classic Examples:

The Pepsi Challenge” where consumers prefer

Pepsi in a blind taste test but choose Coke
when the brand is exposed

Evian mineral water where consumers are willing

to pay price premium as compared to ordinary
tap water

36
The Winning Brands Model Identifies the Key Drivers of
The Branded Fresh Fruit Category

What people know What people do with

about brands A strategy for a brand is then to brands (based
see how well the brand performs on their knowledge
Awareness
on the things that really matter in about the brand)
the category. In order to increase
the brand equity for that brand it
should strengthen its associations
on these, relative to other brands
Consideration Brand
Loyalty
Brand
Brand
Association A EquityIndex
Equity Index
Price
Premium
Association B

Association C

37
 Sharbataly in KSA while Chiquita in UAE has very strong brand equity.
Unifrutti is No.2 with a strong equity index in both markets

10 10

9 9

8
7.93 KSA 8 UAE
6.74
7 7

6 6

5 5
4.16
3.86
4 4

3 2.34 3 2.62
2.02
2 1.36 2 1.53
1.11
1 1

0 0
Sharbataly Unifruiti Chiquita Al watania Del monte Chiquita Unifruiti Del monte Goldland Dole

Brand Equity Index (Norms)

5.0 and above 12% Very Strong Brands

3.1 - 5.0 13%
Strong Brands
1.0 - 3.0 41%

Less than 1.0 34%

Weak Brands
0% 10% 20% 30% 40% 50%

Based on 2000 studies

38
 Currently, in Saudi, Core Benefits and Awareness are important drivers in the
category, In UAE creating awareness is very important.

SAUDI UAE

Awareness Awareness
( 28%) ( 55%)
Consideration Consideration
(0%) (6%)
Core Benefits Believe in Brands
(32%) (17%)
Believe in Brand Core Benefits
(15%) (11%)
Mass Offerings Visibility
(15%) (9%)
Familiarity Reputation
(9%) (2%)

Total = 100% Total = 100%

Base: All Respondents

39
 Currently, the needs are very basic, by only addressing these will makes ‘me too
brand’ – We need to develop our own USP outside the arena of hygiene factors…
take initiatives in evolving the consumer
Attributes as Drivers of Brand Equity KSA
Core Benefits Believe in Brand Mass Offerings Familiarity
(32%) (15%) (15%) (9%)
 Overall a good quality brand,  Brand I can trust, 0.56  Is reputed, well-known brand, 0.52  Have good experience with the
0.64  Takes good care of fruits from  Is easily available, 0.47 brand in the past, 0.50
 Is a Brand I can relate to, 0.58 harvesting stage to customers, 0.52  Has a large range of fruits, 0.45
 Healthy , Nutritious, 0.57  Is preferred by children, 0.49
 Fruits are fresh, 0.57  Natural, no artificial additives, 0.48
 Good Taste, 0.55
 Good quality of fruits, 0.54
 Is recommended by friends,
relatives, 0.54
 Is a premium brand, 0.53
 Good for the whole family, 0.52
 Good value for money, 0.51
 Has good packaging. 0.50
 Energizing , revives you
physically, 0.47
UAE
Believe in Brand Core Benefits Visibility Reputation
(17%) (11%) (9%) (2%)
 Is a Brand I can relate to, 0.40  Good Taste, 0.41  Has good packaging, 0.30  Is a premium brand, 0.38
 Have good experience with the brand  Overall a good quality brand,  Modern , Trendy, 0.24  Is easily available, 0.35
0.41  Has advertising that appeals to me,  Is reputed, well-known brand, 0.34
in the past, 0.40
 Is preferred by children, 0.40  Good value for money, 0.39 0.18
 Good for the whole family, 0.37
 Natural, no artificial additives, 0.39
 Good quality of fruits, 0.36
 Brand I can trust, 0.38  Energizing , revives you
 Takes good care of fruits from physically, 0.36
harvesting stage to customers, 0.38  Healthy , Nutritious, 0.35
 Is recommended by friends, relatives,  Fruits are fresh, 0.34
0.37

40
Let’s see our performance on the category drivers

Brand
Awareness

Brand
Equity

Brand
Associations

41
 Mind Share vs Brand Equity – An ACNielsen Framework

35
Awareness Driven Brand 1
30
Need to focus on strengthening
(%)

25 brand’s image

20
Brand Saliency

15 Brand 4 Brand 2

10
Brand 3
5 Brand 5 Image Driven
Need to focus on
0
strengthening quality of
0 1 2 3 4 5
awareness

Brand Equity Index

42
 Mind Share vs Brand Equity

70
KSA
Awareness Driven Sharbataly
(%)

60
Need to focus on ● Unifrutti needs to focus on increasing
50 strengthening brand’s image
quality of awareness – generate more
Brand Saliency

40
30 spontaneous awareness amongst the
20
Image Driven consumers in both markets.
10
Need to focus on
0 Chiquita strengthening quality of
Al Watania Unifrutti awareness
-10 0 2 4 6 8 10
Del Monte
70 UAE
60 Awareness Driven Chiquita
Need to focus on

(%)
Brand Equity Index 50 strengthening brand’s image
40

Brand Saliency
30
20
10 Image Driven
Unifrutti Need to focus on
0
Del4Monte strengthening quality of
-10 0 Dole2 Goldland
6 8 awareness

Brand Equity Index

43
 Positioning – An ACNielsen Framework

 Leaders: These are brands that have REPERTOIRE LEADERS

a high penetration and have high level High

of commitment among their users.

 Repertoire: brands with a high

penetration, but lower loyalty. These
brands are part of a consumer’s

PENETRATION
repertoire, but ones they buy
occasionally.

 Niche: These are brands that have

lower penetration, but high loyalty
among its users. These brands may
be niche brands, either because of
their positioning or because they fulfill
UNDEVELOPED NICHE
a regional niche.
Low High
LOYALTY
 Undeveloped: These are brands that
Penetration: Users who ever tried the brand
currently have lower penetration and
Loyalty: Proportion of Dependables (main brand)
lower loyalty.
as a percentage of Trialists

44
 Positioning
High Brand Positioning Quadrant Analysis – KSA
Sharbataly LEADERS
REPERTOIRE
● While Unifrutti has clearly established itself as the
Unifrutti No. 2 brand in both markets, It needs to increase
the existing levels of loyalty (convert occasional
PENETRATION

purchase to regular purchase) by developing a

Chiquita
strong positioning.
Al Watania

Del Monte

UNDEVELOPED NICHE
Low
High Brand Positioning Quadrant Analysis – UAE

REPERTOIRE
Chiquita LEADERS

Unifrutti
PENETRATION

Del Monte
Goldland

Base: KSA 225, UAE 250 Dole

UNDEVELOPED NICHE
Low 45
What is our brand’s unique proposition & positioning in
consumers’ minds?

46
 Let’s see our performance on the category drivers

Brand
Awareness

Brand
Equity

Brand
Associations

47
 Currently, the needs are very basic, by only addressing these will makes ‘me too
brand’ – We need to develop our own USP outside the arena of hygiene factors…
take initiatives in evolving the consumer
Attributes as Drivers of Brand Equity KSA
Core Benefits Believe in Brand Mass Offerings Familiarity
(32%) (15%) (15%) (9%)
 Overall a good quality brand,  Brand I can trust, 0.56  Is reputed, well-known brand, 0.52  Have good experience with the
0.64  Takes good care of fruits from  Is easily available, 0.47 brand in the past, 0.50
 Is a Brand I can relate to, 0.58 harvesting stage to customers, 0.52  Has a large range of fruits, 0.45
 Healthy , Nutritious, 0.57  Is preferred by children, 0.49
 Fruits are fresh, 0.57  Natural, no artificial additives, 0.48
 Good Taste, 0.55
 Good quality of fruits, 0.54
 Is recommended by friends,
relatives, 0.54
 Is a premium brand, 0.53
 Good for the whole family, 0.52
 Good value for money, 0.51
 Has good packaging. 0.50
 Energizing , revives you
physically, 0.47
UAE
Believe in Brand Core Benefits Visibility Reputation
(17%) (11%) (9%) (2%)
 Is a Brand I can relate to, 0.40  Good Taste, 0.41  Has good packaging, 0.30  Is a premium brand, 0.38
 Have good experience with the brand  Overall a good quality brand,  Modern , Trendy, 0.24  Is easily available, 0.35
0.41  Has advertising that appeals to me,  Is reputed, well-known brand, 0.34
in the past, 0.40
 Is preferred by children, 0.40  Good value for money, 0.39 0.18
 Good for the whole family, 0.37
 Natural, no artificial additives, 0.39
 Good quality of fruits, 0.36
 Brand I can trust, 0.38  Energizing , revives you
 Takes good care of fruits from physically, 0.36
harvesting stage to customers, 0.38  Healthy , Nutritious, 0.35
 Is recommended by friends, relatives,  Fruits are fresh, 0.34
0.37

48
 KSA – Brands show similar trends on imagery, market not
differentiated, At absolute levels Sharbataly scores are higher
Core
Benefits Importance Performance (Top Box)
(32%) Energizing , revives you physically 33 55 67

29 50 83
Overall a good quality brand
35 54 73
Good Taste 35 55 79
Fruits are fresh 38 51 73

Good for the whole family 38 54 79

Healthy, Nutritious 33 52 77

41
33 64
Good quality of fruits
37 54 68
Good value for money
25 39 71
Has good packaging 26 45 76

Is a brand I can relate to 34

54
68
Sharbataly
Is recommended by friends, relatives 40 58 77 Unifrutti
C hiquita
39
32 62
Is a premium brand
32 51 77

Believe in brand (15%) Natural, no artificial additives 38 52 72

Is preferred by children 22 42 68

Brand I can trust 39 37 81

Takes good care of fruits from harvesting stage till end 42

33 83

Has large range of fruits 39 37 72

Mass offerings (15%)
Is easily available
Is reputed, well known brand
Have good experience with the brand in the past
Familiarity
(9%)

49
 In UAE as well – Brands show similar trends on imagery, market not
differentiated, At absolute levels Chiquita scores are higher
Believe in
brand (17%) Performance (Top Box)
Importance
Is a brand I can relate to 59
72 88

5165 82
Have good experience with the brand in past
Is preferred by children 6175 90

53 69 89
Natural, no artificial additives 60
73 90

Brand I can trust 61

74 88

Takes good care of fruits from harvesting stage to customers 59

49 82

55 73 94
Is recommended by friends, relatives
43 60 82

Core Good taste 51 86

56
Benefits Overall good quality brand 55
46 85

(11%) Good value for money 42

55 81
C hiquita

Good for the whole family 63

54 83 Unifrutti
Del M onte
Good quality of fruits 65
55 88

6759 89
Energizing, revives you physically
54
65 87
Healthy & Nutritious 54
66 92
Fruits are fresh 5468 88
Has good packaging
Visibility 2933
18

Modern, Trendy
(9%) 55 71
72

Has advertising that appeals to me 56

68 76

Reputation Is a premium brand

Is easily available
(2%)
Is reputed, well know brand

50
 Derived Importance Chart – KSA
Overall a good quality brand 0.64
Is a Brand I can relate to 0.58
Healthy , Nutritious 0.57
Fruits are fresh 0.57
Brand I can trust 0.56
Good Taste 0.55
Good quality of fruits 0.54
Is recommended by friends,relatives 0.54
Is reputed, well-known brand 0.53
Is a premium brand 0.53
Takes good care of fruits from harvesting stage to customers 0.52
Good for the whole family 0.52
Good value for money 0.51
Has good packaging 0.50
Have good experience with the brand in the past 0.50
Is preferred by children 0.49
Natural, no artificial additives 0.48
Energizing , revives you physically 0.47
Is easily available 0.47
Has a large range of fruits 0.45
Has good promotions, offers 0.27
Modern , Trendy 0.26
Has advertising that appeals to me 0.21

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 Derived Importance Chart – UAE
Good Taste 0.41
Overall a good quality brand 0.41
Is a Brand I can relate to 0.40
Have good experience with the brand in the past 0.40
Is preferred by children 0.40
Natural, no artificial additives 0.39
Good value for money 0.39
Brand I can trust 0.38
Takes good care of fruits from harvesting stage to customers 0.38
Is a premium brand 0.38
Good for the whole family 0.37
Is recommended by friends,relatives 0.37
Good quality of fruits 0.36
Energizing , revives you physically 0.36
Healthy , Nutritious 0.35
Is easily available 0.35
Fruits are fresh 0.34
Is reputed, well-known brand 0.34
Has good packaging 0.31
Modern , Trendy 0.24
Has advertising that appeals to me 0.18
Has a large range of fruits 0.10
Has good promotions, offers 0.09

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 Agenda

Background

Research Objectives & Design

Campaign Details

Research Findings

Conclusions & Way Forward

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 Conclusions
Market and
Consumer Unifrutti Brand
Understanding Key Competition Status

• Sharbataly a strong
KSA • Large Market (Higher
heritage brand. • No. 2 brand
population)
• Strong across fruits • Significant improvement on
• Awareness and Core
• Brand not differentiated on awareness, trials and
Benefits like Freshness are
imagery. positive disposition.
the current drivers
• Drives equity from apples,
• Consumers : mainly Arabs,
• Currently a repertoire brand
• TV and outdoor are the
with high trials but low
main media for
loyalty
communication

• Chiquita a strong brand, • No. 2 brand

UAE • Significant improvement on
however thrives only on
• Smaller market
bananas as a category. awareness, trials and
• Awareness is main driver.
Not as strong a Sharbataly positive disposition.
• Consumers : Large Expat
in KSA. Brand not • Drives equity from apples
population
differentiated and oranges
• Multimedia – TV, Print,
• Currently a repertoire brand
Radio, Outdoor all effective
• DelMonte an upcoming with high trials but low
(No.3) brand seems ready loyalty
to challenge the leaders

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 Way Forward for both Countries

Short Term :
• Continue the ad support to increase familiarity with the brand.
• Improve branding in the communication.
• Media Selection :
KSA - TV + Outdoor
UAE – TV +Print + Radio + Outdoor

Long Term :
• Understand the higher order needs for consumers and evolve the
category. This is likely to also create more consumer loyalty.

• Drift away from activities that will boost short term sales but may impact
brand equity.
• Sale Promotions on small sized bananas in Carrefour.

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Building Better Brands

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 Brand Selection
● In KSA brand is not given much significant…what matters is the look of the fruit/availability.
– 1 out of 2 has responded in the above manner

● However the situation is slightly different in the UAE

KSA Jeddah Riyadh Dammam

Base 226 100 81 45

I pick any fresh fruit regardless of it being branded or not. More 52 65 35 53
depend on what looks good/is available
I pick any branded fresh fruit regardless of the brand 31 20 43 31
I look for specific brand of branded fresh fruits 18 15 22 16

UAE Abu Dhabi Dubai Sharjah

Base 250 110 89 50

I pick any fresh fruit regardless of it being branded or not. More 38 48 35 20

depend on what looks good/is available
I pick any branded fresh fruit regardless of the brand 36 34 39 36
I look for specific brand of branded fresh fruits 26 18 26 44

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How strong is our brand’s leverage?

58
Brand Leverage Analysis – Framework

Recommenders – Will recommend

Recommenders 37
the brand to others
Preferrers 52 Preferrers – Favorite brand

Dependables 50 Dependables – Use most often

Regulars – Used in last 2 weeks

Regulars 50
Trialists – Used in last one year
Trialists 79
Considerers – All considering to
use the brand in the future
Considerers 62
Aware – All those who are aware of
Aware 57 41 199 the brand

Non Consideration – Not Aware /

Not Consider 21
Not consider in the future

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 Brand Leverage Analysis – UAE
● Chiquita leads on both saliency and loyalty.

● Interestingly conversion ratio are very healthy for all the fruits

12
Recommenders 56
Chiquita 20
Unifrutti Del Monte
19
77 41
Preferrers 8
56 17

41
Dependables 93 60

51
Regulars 98 66

89
99 95
Trialists 7 26 35 68
63 27 7 97 12 35 33 81
Considerers
Aware 5

Non Consider

Recommenders Dole Goldland

1 5 Conversion Chiquita Unifrutti Del Monte Dole Goldland
Preferrers 4 8

Dependables
2 2 % % % % %
17 37
Regulars Aware to trialist 100 81 71 46 67
22 46

Trialists 76 84
Trialist to regular 95 91 80 77 80
Considerers 17 40 48 2 20 39 61

Aware Regular to 60 28 20 12 5
9
dependable
2

Non Consider

Base: All respondents (n=250)

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 Brand Leverage Analysis – KSA
● Sharbataly is distinct leader on all the brand leverage attributes

● Unifrutti has healthy scores compare all other players in the market (except Sharbataly)

Recommenders 70 Sharbataly 19
Unifrutti 7
Chiquita
58 24
Preferrers 93
21 7
71
Dependables 45 25
86
Regulars 100
75 49

100 93
Trialists 100
815 58 81 8 7 44 59
Considerers 61 15 23 99

Aware 4

Non Consider

Recommenders1 Del Monte 1

Al Watania Conversion Sharbataly Unifrutti Chiquita Del Monte Al Watania
8
Preferrers4
0

Dependables
0
% % % % %
12
4
Regulars 31 Aware to trialist 100 93 83 52 65
19

Trialists 80
88

Considerers
0
2 34 36
38 38 48 Trialist to regular 86 60 51 21 38

Aware
3
3 Regular to 83 47 28 0 0
dependable
Non Consider

Base: All respondents (n=225)

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 Brand Leverage Analysis – By Cities
Unifrutti – Saudi n=225 Jeddah n=100 Riyadh n=81 Dammam n=45
Recommenders 19
12 30 18

Preferrers 58
54 75 36

13 33 18
Dependables 21

31 67 36
45

Regulars 75 65 27 67

Trialists 100 43 100 40

74
Considerers 815 58 81 6 28 40 114 79 94 7 9 60 76

Aware

Non Consider
Unifrutti – UAE n=250 Abu Dhabi n=110 Dubai n=90 Sharjah n=50
Recommenders 20
20 18 26

Preferrers 41 39 37 50

Dependables 17 17 13 24

60 59 60 64
Regulars
66 63 65 76
Trialists 90
95 99 100

Considerers 12 35 33 81 10 45 33 88 1322 40 75 16 38 32 86

Aware
1

Non Consider

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