Strategic options, priorities and choice

The research analysis consisted of two stages:

Ø Study 1. Association with name “Wissotzky tea”. Main Criteria for Positioning.

Ø Study 2. Finding new name. Construction of semantic space in a masstige- segment of tea.

The study 1 consist from main tasks as evaluation of significant criteria for tea selection, evaluation of satisfaction of this criteria like a conformity to the requirement of naturalness, also the main tasks include definition of the relation to variations of the name of tea and definition of associations with name “Wissotzky”.

For the decision of the given tasks as methodology E-questionary (it was placed on the survey-oriented web-site: http://virtualexs.ru/) of 158 respondents at the age of 20-50 years, both men, and women was used.

For research significant criteria have been defined at the tea choice, which respondents have estimated from the point of view of importance of criterion and satisfaction. In picture1 four areas of system of coordinates depending on a combination of two criteria are defined: Low\High Significance and Low\High Satisfaction. In quadrant Low Significance/High Satisfaction there are characteristics “Packaging” and “Experience in manufacturing” whereas in opposite quadrant, there were such characteristics, as Health benefits and Natural ingredients. These criteria characterize with high significance for respondents to tea selection and reflect value of “Wissotzky Tea”.

Picture 2 - Ratio of the significance of criteria and satisfaction

The next step was to measure of the sentiment to chosen brand-names “Wissotzky”, “W tea” and “Graph Wissotzky” with the question “What name do you like most?” (Picture 3).

Picture 3- Measuring of the sentiment to brand-names «Wissotzky», «W tea», «Graph Wissotzky»

Chosen brand-names have direct reference to the initial name, but almost 50 percent interrogated have chosen the answer "none of the names". Besides the question on associations with names has yielded not consoling results. So the most common associations with the name “Wissotzky Tea” are connected with Vladimir Vysotsky and guitars, vodka, cigarettes. Associations with the name “W included such answers as "no associations", "no sense";” Volkswagen”, “not clear, not interesting”. The name “Graph Wissotzky” wasn’t successful and suitable.

In study 2 it was a process of finding the new name and estimation the attitude to these names. Also main tasks consist from construction perception maps of key players in the segment choosing a place of our brand in the semantic space. In methodology were used E-questionary, associating test and semantic differential.

As a result of brain storm for the analysis such names as have been chosen “Wissday”, “Wiss-antique”, “Mellow tea” and “W tea”. From the variants of the name offered respondents the greatest quantity of voices has typed name “Mellow tea”.

Picture 4 - Estimation of New names

Association test (Table 2) has allowed to make a disclosure about criteria of a choice of this or that name. Picture 5 demonstrates positive and negative associations about brand-names. Apparently, brand-names “Wissday” and “Mellow tea” have only positive aspects of perceptions.

Table2 - Association test

	+(positive)	-(negative)
Wissday	ü «Let your wishes come true, start your day with Wissday» «Good day», «Good mood»	-
Mellow tea	ü tender, soft, gentle, calm ü fruits, melon, berries ü aromatic, flavored, sweet ü summer, sunshine, sun ü tonic, refreshing	-
Wiss-antique	ü romantic ü elegance, preciosity, delicacy	ü old, stale ü medicine
Glowville	ü The Great Britain ü calm, warm	ü glue ü rude, dark, dreary
Double you	ü Tea is part of you, your reflection ü Fine/good company	ü split personality, double personality

Construction of semantic space in a masstige-segment of tea includes four parameters. In the first case there are “Natural”, “Artificial”, “Funny” and “Serious”. The second map perception includes such definitions like “Serious”, “Funny”, “Feminine” and “Masculine”.

According to picture 4 Ahmad, Greenfield and Maitre characterized as natural and serious, Lipton and Tess as funny and artificial that corresponds to their positioning as tea for young and cheerful people.

Picture 5 – Map perception 1

According to Map perception, Maitre, Ahmad, Greenfield have more masculine nature than Tess and Lipton.

Funny

Masculine

Serious

Picture 6 – Map perception 2

Proceeding from Map perception two free zones are existed in the semantic space of perception: feminine/ serious area and masculine/funny area. Also as a result Mellow Tea is preferred brand-name and the basic emphasis in the positioning should be naturalness. So the positioning should be built in these semantic areas.

Дата добавления: 2015-11-13