Almas' Paper: Chapter Four - Analysis (Absurdity in Advertising: A Study on Ad Campaigns of Four Confectionary Brands by Perfetti Van Melle India )

                   CHAPTER 4

                      DATA & ANALYSIS
Chapter 4: Data and Analysis

4.1: Introduction

This chapter outlines the findings of the questionnaire survey conducted in Mangalore City. The survey is presented in tables and graphs and analysis of each table is given.

4.2: Data Analysis – Survey.

A Total of 200 questionnaires were distributed of which 191 were worth considering for the study. The findings through the survey respondents are follows:

TABLE 4.2 (1) TABLE AND GRAPH SHOWING AGE AND GENDER DISTRIBUTION

GENDER	15 - 25	25-35	TOTAL
FEMALE MALE TOTAL	77 85 162	18 11 23	95 96 191

191 respondents participated in the survey. i.e. 95.5 per cent. Of which 95 were female (49.73 percent) and 96 male (50.26 percent). Of which, 29 people were above 25 and below 30 of age (15 percent).  

TABLE 4.2 TABLE AND GRAPH SHOWING THE REASONS WHY RESPONDENTS PREFER TO BUY CONFECTIONERIES.

GENDER	WHY DO PEOPLE BUY CONFECTIONERIES
	MOUTH FRESHENER	FOR THE TASTE OF IT (FLAVOR)	LIKE SWEEETS	BECAUSE I LIKE THE ADS OF THE BRANDS	DONT BUY	TOTAL
FEMALE	24	43	29	5	4	105
MALE	46	34	20	1	6	107
TOTAL	70(36.64%)	77(40.31%)	49(25.65%)	6 (3.1%)	10(5%)	212(111%)

Only 10 per cent of respondents said they buy confectioneries because of the ads. Most youth buy confectioneries to use as a mouth freshener (35 per cent) and for taste and flavors (38 per cent). The research showed that males are more likely to use confectioneries as mouth freshener (46 per cent) while female prefer them for the taste and flavor (43 per cent). About 25 per cent of the people said they buy confectioneries because they like sweets. The confectionary market in has a huge potential, as 95.28 per cent of the sample size said that the buy confectioneries.           

TABLE 4.3: TABLE AND GRAPH  SHOWING THE TOP-OF-THE-MIND RECALL  OF THE RESPONDENTS  OF THE MINT CONFECTIONERIES.

GENDER	MENTOS	HAPPYDENT	CHLOR-MINT
MALE FEMALE	30 33	5 5	19 26
	63 (32.98)	10 (5.23%)	45 (23.56%)

Mentos and Chlor-mint together are in the top of the minds of 56.54 per cent of the respondents. Mentos seemed like the most preferred mint confectionery in 33 per cent of respondents, followed by Chlor-mint which was recalled by 45 people that is about 23.56 per cent approx. Happydent, as a Mint confectionery, was recalled instantly by only 5.23 per cent.

Mint confectionery market India is huge. There is a huge clutter of advertisements and products to choose from. Polo, Doublemint, Orbit, Halls are the other products recalled.

TABLE 4.4: TABLE AND GRAPH SHOWING TOP OF THE MIND RECALL OF THE CHEWING GUM BRANDS:

GENDER	CENTER FRESH	BOOMER	HAPPYDENT	CENTER FRUIT
MALE FEMALE	42 29	19 19	12 10	3 3
TOTAL	71(37.17%)	38 (19.89%)	22 (11.51%)	6

Center fresh was the most recalled brand (37.17per cent) in the chewing gum category. It is most famous in male respondents (43.75per cent of male) than in female (30.52per cent of female). Boomer was the second most preferred brand (20 percent). Happydent White suffers a considerable low recall (11.5 percent) even though it is an adult confectionery in comparison to center fresh and boomer.

Center Fruit is relatively a new product in the chewing industry.  Only 3 per cent of the sample could recall Center Fruit when they were asked about chewing gums.

TABLE 4.5 TABLE AND GRAPH SHOWING TOP OF THE MIND RECALL OF ALPENLIEBE IN COMPARISON TO OTHER PRODUCTS IN THE CATEGORY:

GENDER	ALPENLIEBE	ECLAIRS
MALE FEMALE	32 31	26 26
TOTAL	63 (32.98%)	52 (27.22%)

Alpenliebe and Eclairs are together are on the top of the mind of about 60.20 per cent of the total sample size. There is a close competition between the two brands. 33 per cent of the male respondent recalled Alpenliebe while 27 per cent recalled Eclairs (without referring to the company). Similarly, difference between the recall rates between Alpenliebe and Eclairs is almost the same in individual male around 30 percent and 25 percent in female.

TABLE 4.6 CALCULATING THE RECALL OF THE TAGLINE OF ALPENLIEBE

	JUBAHN PE LAGAAM	KHAO KAHI BHI	LAALACH AHAA LAPLAP	KUCH ALAG ACHANAK	TOTAL
MALE	5	6	81	4	96
FEMALE	0	1	90	4	95
TOTAL	5(2.6%)	7 (3.66%)	171 (89.53%)	8 (4.188%)	191 (100%)

About 89 per cent of the respondents could recall the Slogan of Alpenliebe.

TABLE 4.7:

TABLE AND GRAPH SHOWING THE NUMBER OF PEOPLE WHO RELATE THE NEW CAMPAIGN (‘MADARI’ 2010) OF THE ALPENLIEBE WITH THE BRAND.

	SOLANO		ALPENLIEBE	MELODY		2 IN 1 ECLAIRS	TOTAL
MALE	24		53	5		14	96
FEMALE	12		53	14		16	95
TOTAL	36 (18.84%)	106 (55.49%)		19 (9.94%)	30 (15.7%)		191 (100%)

55 per cent of the total sample size related the given theme to the brand Alpenliebe. About 55.78 per cent of female and 58.33 per cent male respondents could recall the brand when the theme was given to them.

TABLE: 4.8

TABLE AND GRAPH SHOWING THE CREATIVE RECALL AND BRAND RECALL OF THE ALPENLIEBE OLD COMMERCIAL (2007- 2010)

GENDER	NO RECALL	REMEMBER THE CREATIVE		TOTAL
		CREATIVE RECALL AND BRAND	CREATIVE  RECALL
MALE	6	90		96
		85	5
FEMALE	8	87		95
		82	5
	14( 7.32)	177(92.67%)		191(100%)

 92.67 per cent of the total sample size could recall the creative of which (85+82= 167) 87.43 per cent recalled both the creative and the brand.

 TABLE: 4.9

TABLE AND GRAPH SHOWING THE REASONS TO BUY ALPENLIEBE

	MALE	FEMALE	TOTAL
LIKING OF BRAND	48	41	89 (46.59%)
LIKING OF THE ADS	26	23	49 (25.65%)
AVAILABILITY IN SHOPS	14	15	29 (15.18%)
NEVER BOUGHT	8	16	24 (12.56%)
	96	95	191

50 per cent male respondents and 43 per cent of female respondents said that they bought Alpenliebe because they liked the product. That is about the 46.6 per cent of the total sample size. About 26 per cent of the total sample size said that their liking towards the ad made them buy the product. Alpenliebe was most recalled by the female respondents but 16 of 95 ie 16 per cent have never bought the product.

Happy dent white:

TABLE 4.10 AND GRAPH SHOWING THE CREATIVE RECALL AND BRAND RECALL OF THE HAPPYDENT WAVE COMMERCIAL (SEQUENCING)

GENDER	NO RECALL	REMEMBER THE CREATIVE			TOTAL
		CREATIVE & BRAND RECALL		CREATIVE RECALL ONLY
MALE	29	67			96
		49		18
FEMALE	26	69			95
		56		13
	56(29.31%)	136(71%)			191(100%)
		105 (54.97)	31(16.23)

About 71 per cent of the respondents could recall the sequence right. However, only 55 per cent could relate the creative to the brand. 29 per cent could not recall the ad or got the sequence wrong. About 16.23 per cent could not relate the brand to the commercial.

TABLE 4.11 TABLE AND GRAPH SHOWING THE CREATIVE RECALL OF TAGLINE JAGMAGALE MUSKURALE

GENDER	DOUBLE-MINT	HAPPYDENT WHITE	BUBBALOO	CENTER FRESH
MALE FEMALE	10 6	77 88	7 1	2 0
TOTAL	16(8.37%)	165 (86.38%)	8(4.18%)	2(1.05%)

About 86.38 per cent of respondents could recall the brand. The recall is higher in the female i.e. 95.63 per cent than male 80 per cent.

TABLE 4.12 TABLE AND GRAPH SHOWING THE CREATIVE RECALL OF THE HAPPYDENT AD. PALACE COMMERCIAL

GENDER	NO RECALL	REMEMBER THE CREATIVE			TOTAL
		CREATIVE AND BRAND RECALL		CREATIVE RECALL ONLY
MALE	7	89			96
		74		15
FEMALE	3	92			95
		79		13
	10(5.23%)	181(94.76%)			191(100%)
		153(80.10%)	28(14.66%)

The creative recall of the Happydent palace commercial is as high as 94.76 per cent. The creative and brand recall is higher in women (83.15 per cent) than in men (77.08 per cent).

TABLE 4.13 TABLE AND GRAHP SHOWING WHY PEOPLE BUY HAPPYDENT?

	MALE	FEMALE	TOTAL
LIKING OF BRAND	43	33	76 (39.79%)
LIKING OF THE ADS	43	34	77 (40.31%)
AVAILABILITY IN SHOPS	3	5	8 (4.19%)
NEVER BOUGHT	7	23	30 (15.70%)
	96	95	191

84.29 per cent of the respondents buy Happydent White. About 40 per cent of respondents like the brand. About 40 per cent said that they bought the product because they liked the ads. About 24 per cent of female respondents have not brought the brand at all. Male respondents (45 per cent) like the brand more than the female respondents (35 per cent)

TABLE 4.14 TABLE AND GRAPH SHOWING BRAND AWARENESS LEVEL (FIRST STAGE) CENTERFRUIT UNAIDED RECALL- TO FILL THE BLANKS AND TO RECALL THE AD OF THE BRAND.

GENDER	NO RECALL	REMEMBER THE BRAND			TOTAL
		BRAND RECALL ONLY		CREATIVE RECALL
MALE	12	84			96
		47		37
FEMALE	20	76			95
		50		26
	32(16.75%)	160(83.76%)			191(100%)
		97(50.79%)	63(33%)

About 83.76 per cent of the respondents could recall the brand. About 51 per cent could got the product right but did not recall any ad. The brand recall is higher in women (52.63 per cent) than the men (48.95per cent). When asked to produce a creative relating to the product only 33 per cent could recall the ad and the brand. The plot was recalled by 37 male respondents while only 26 female respondents could recall the ads.

TABLE 4.15 TABLE AND GRAPH SHOWING THE RECALL OF THE OLD CENTERFRUIT AD:

GENDER	NO RECALL	REMEMBER THE CREATIVE			TOTAL
		CREATIVE AND BRAND RECALL		CREATIVE RECALL ONLy
MALE	17	79			96
		53		26
FEMALE	30	65			95
		40		25
	10(5.23%)	144(75.39%)			191(100%)
		93(48.69%)	51(26.70%)

The old creative plot of Center Fruit was recalled by 75.39 per cent. Of the 79 male respondents only 26 could not recall the brand ad associated with the creative. That is about 27 per cent. In the female 65 respondents recalled the creative but 30 could not recall the brand associated with the creative i.e. about 31 per cent.  Therefore, 17 per cent could not relate the brand to the creative.

4.15 TABLE AND GRAPH SHOWING BRAND RECALL WHILE BEING SHOWN THE SNAPSHOT OF A COMMERCIAL (BRIEF SUMMARY)

GENDER	CHLOR-MINT	MINTO FRESH	CENTER FRUIT	KACCHA MANGO BITE	NO ANSWER
MALE FEMALE	7 5	3 15	81 61	2 4	3 10 13(6.8%)
TOTAL	12(6.28%)	18 (9.42%)	142(74.35%)	6(3.14%)

 

About 84 per cent of the male respondents recalled the brand looking that the snapshot. And only 61 respondents (64 per cent) could recall the brand. Totally, 74.35 per cent recalled the new ad.

TABLE: 4.16 TABLE AND GRAPH SHOWING RECALL OF THE PLOT OF THE COMMERCIAL IN RELATION TO THE GIVEN SNAP SHOT (CENTER FRUIT):

	MALE	FEMALE	TOTAL
REMEMBERED SEEING THE AD	17	16	33(17.28%)
PARTIAL RECALL	9	10	19(9.94%)
TOTAL RECALL	19	8	27(14.14%)
DID NOT REMMBER	51	61	112 (58.63%)
	96	95	191

About 58.63 per cent could not remember the ad at all. 10 per cent did recall the plot partially. And 17 per cent said they remember seeing the ad. Only a small number i.e. 14 per cent only could recall the ad.

TABLE 4.17 TABLE AND GRAPH SHOWING RECALL OF THE TAGLINE OF THE BRAND CENTERFRUIT AFTER VISUAL CLUE AND RECALL OF THE PLOT:

	ZUBAHN PE LAGAAM	KAISE JEEP LAPLAPAYE	EK DUM FRESH	THANDI SAAS KA BLAST	NO ANS	TOTAL
MALE	12	71	1	0	9	96
FEMALE	24	51	8	2	10	95
TOTAL	36(18.85%)	122 (63.87%)	9 (4.71%)	2(1.047)	19(9.95%)	191

The ones who identified the brand looking at the snapshot could recall the slogan of the product. About 63 per cent remembered the tagline. 73 per cent of the men got the tagline right while only 53 per cent could get it right.

TABLE 4.18 TABLE AND GRAPH SHOWING WHY PEOPLE BUY CENTER FRUIT

	MALE	FEMALE	TOTAL
LIKING OF BRAND	37	38	75 (39.26%)
LIKING OF THE ADS	29	26	55 (28.79%)
AVAILABILITY IN SHOPS	14	20	34(17.80%)
NEVER BOUGHT	16	11	27 (14.13%)
	96	95	191

About 39.26 per cent of respondents said they liked Center Fruit and that’s why they bought the product. About 29 per cent said that they bought Center Fruit because they liked the ads. About 14 per cent said they had not bought Center Fruit yet. 

TABLE 4.19 TABLE AND GRAPH SHOWING THE RECALL OF THE MENTOS AD:

GENDER	NO RECALL	REMEMBER THE CREATIVE			TOTAL
		CREATIVE AND BRAND RECALL		CREATIVE RECALL
MALE	4	92			96
		79		13
FEMALE	6	89			95
		74		15
	10(5.23%)	181(94.76%)			191(100%)
		153(80.10%)	28(14.65%)

The creative was recalled by 94 per cent of the respondents. And about 80 per cent recalled the creative and the brand.

TABLE 4.20 TABLE AND GRAPH SHOWING RECALL OF THE BRAND COMMERCIAL IN RELATION TO THE GIVEN SNAP SHOT (MENTOS):

	MALE	FEMALE	TOTAL
CENTER FRUIT	6	1	7(3.66%)
CANDYMAN	51	48	99(51.83%)
MENTOS	33	22	55(28.8%)
ORBIT	1	4	5(2.62%)
NO ANSWER	5	20	25(13.09)
	96	95	191

The snapshot was mistaken for Candyman by 99 respondents which is 51.83. Only 28.8 per cent could get the brand right.

TABLE 4.21 SHOWING WHY PEOPLE BUY MENTOS

	MALE	FEMALE	TOTAL
LIKING OF BRAND	51	49	100(52.36%)
LIKING OF THE ADS	30	38	68(35.60%)
AVAILABILITY IN SHOPS	9	3	12 (6.2%)
NEVER BOUGHT	6	5	11(5.75%)
	96	95	191

Mentos as a brand attracts 52.36 per cent of the sample size because of the product itself. It is famous in the boys (51 boys) than in females (49 females). About a 36 per cent said they bought Mentos because they liked the ad. The Mentos ads are the reason for purchase for 38 female respondents i.e. about 40 per cent. While 9 male respondents said they bought Mentos because it’s there in the shop.

Summary

The questionnaires were distributed to those who are exposed to television ads. Therefore, the percentage of respondents watching TV was 100.

Only 10 per cent of the respondents said that they did not buy confectioneries because ads. Most youth buy confectioneries for Mouth freshening (35 per cent) and for the taste and flavors (38 per cent). Mouth freshening seemed like a biggest reason in male (46 per cent) while in female it’s the taste and flavor (43 per cent). About 25 per cent said they buy confectioneries because they liked sweets. Therefore it can conclude that the Indian confectionery industry has a lot of potential.

Alpenliebe

The creative recall of Alpenliebe is quit high. About 89 per cent of the respondents could recall the Slogan of Alpenliebe. The new ‘Madaari’ commercial was recalled by 55 per cent of the total sample size, whereas the old commercial of the alligator ad was recalled in 92.67 per cent  and 87.43 per cent could relate the old creative to the brand.

About 87.43 per cent said they had bought the brand. In fact per cent said they liked the product.

Only 26 per cent said their liking towards the ad made them buy the product. Although Alpenliebe was most recalled by the female respondents there are about 17 per cent of women respondents who have never bought the product.

Happydent White

The research shows that Happydent is a popular product in youth as 84.29 per cent buy the product. Of the two ads of Happydent i.e. Happydent White palace commercial and Happydent Wave tuskers commercial, the palace ad seems to be very popular in the youth. About 94.76 per cent recalled the palace ad while only 71 per cent got the sequence right of the elephant commercial.

However, only 55 per cent could relate the elephant commercial to Happydent whereas about 80 per cent of the respondents could related the palace ad to the brand.

It may be noted that about 29 per cent could not recall the ad or got the sequence wrong in case of the elephant ad. About 24 per cent of female have not brought the brand at all. Male respondents (45 per cent) like the brand more than the female respondents (35 per cent).

However, the creative and brand recall is higher in women (83.15 per cent) than in men (77.08 per cent).

Center Fruit

Relatively newer product from the Perfetti family. The chewing gum is positioned as flavors gum that makes you lap your tongue. It was least mentioned when respondents were as to produce on paper the first chewing that comes to their mind. However, 84 respondents could identify the name of the brand without any aid. 33 per cent of the respondents could recall the advertisements of the brand (with aid). The old plot of center fruit was recalled by 75.39 per cent while only 48.69 per cent could recall the brand. Similarly, the 2010 commercial was shown with the help of a small snap shot about 80 per cent could identify the advertisement was of Center Fruit. About 59 per cent could not remember the plot of the ad while 14 per cent made the proper recall of the plot. Near 63 per cent of the respondents got the tagline right. Center fruit is more bought because respondents like the brand. Only 29 respondents said that they bought it because they liked the ads.

Mentos

The evolution creative was recalled by 94 per cent of the respondents. And about 80 per cent recalled the creative and the brand. About 14 per cent got the product wrong.

The snapshot of Mentos Orange was mistaken for Candyman by 99 respondents i.e. 51.83 per cent. Only 28.8 per cent could get the brand right.

Mentos as a brand attracts 52.36 per cent of the sample size because of the product itself. It is famous in the boys than in females. About a 36 per cent said they bought Mentos because they liked the ad.

Summary /Inference

The confectionary market in has a huge potential as 95.28 per cent of the sample size said that the bought confectioneries.

Alpenliebe: Super star Kajol is the brand ambassador. The brand is unique and one of its kind in the caramel category. As far as the commercials are concerned the ads are consistent in their delivery of the message i.e. “you cannot resist an Alpenliebe” using absurdities. In the case of Alpenliebe the creative recall does not outshine brand recall. About 87 per cent could relate the slogan of the creative to the brand.

Happydent: Both the ads are still aired on TV. The recall of the slogan of the brand is also quite high. About 40 per cent of respondents like the brand, while, 40 per cent said that they bought the product because they liked the ads.  Happydent commercials are consistent in their theme “teeth whiting/ brightening chewing gum”. The elephant commercial varies from the previous two commercials were human teeth is shown as source of light. In the case of the palace ad most respondents could relate the ad to the brand. Whereas in the case tusker creative about 16 per cent did not remember the brand while 29 per cent did not remember seeing the ad.

Center Fruit: There are two other commercials of Center Fruit for the grape variant centered around the same concept of tongue lapping. That’s why perhaps the brand recall is higher than the creative recall.

Secondly, the absurdity level is perhaps are not as unexpected as other Perfetti product. These ads show product in action. This is one of the reasons why Center Fruit beats other brands in brand recall over creative recall. However, total number of respondents recalling the Center Fruits ads is much less compared to other brands.

Mentos: The evolution of man- kind ad is still on air. The recall for the ad was really high. Respondents could relate the creative to the brand. In case of Mentos Orange the product is shown only in the end of the commercial that’s perhaps why respondents mistook the commercial to be of the Candyman.