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Wyndham Estate Bin 555 - Quantitative Label Test - Detailed Report – November/ December 2007

Wyndham Estate Bin 555 - Quantitative Label Test - Detailed Report – November/ December 2007. Methodology & Sampling. Survey instrument: A two-stage process:

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Wyndham Estate Bin 555 - Quantitative Label Test - Detailed Report – November/ December 2007

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  1. Wyndham Estate Bin 555 - Quantitative Label Test - Detailed Report – November/ December 2007

  2. Methodology & Sampling • Survey instrument: A two-stage process: • - An initial screening process to ensure that all interviewees met requirements - Respondents were then directed to a central location to complete a 20 minute online study • Target respondent: People aged 30 years and older who had bought bottled Shiraz red wine in the past 2 months • Scope: Sydney-only • Fieldwork: Recruiting: 5 to 28 November, 2007 Interviewing: 21 to 29 November, 2007 • Sample composition:Total sample n=200 interviews • - WE Bin 555 buyers, n=82 • - Other Shiraz buyers, n=118

  3. Conclusions Business Issue: Should we adopt or reject the new pack (label)? Research Conclusion:Adopt. There is no evidence to suggest the introduction of the new label would be a disaster. The new label is on par with the current label and in some cases offers some strengths Strengths/Pros • The new label is on par with the current label on key measures of: • Appeal • Likelihood of purchase • Preference • Representing expectations of the brand (with only minimal resistance from current brand users) • Readability • Impression of wine quality conveyed • Imagery and values communicated (but while mostly the same, the new label is seen as slightly morecontemporary) • When compared against Penfolds Koonunga Hill, the new BIN 555 label is the clear winner in preference • Verbatim responses suggest that the new label is more clean, clear and easy to read Weaknesses/Cons • There really are no weaknesses evident from the quantitative information captured. That said, qualitative verbatims point to a possible issue to be aware of, which is that the new label may not stand out, it may lack colour and life and may be boring to some (the same issue applies to the current label but to a lesser extent ). Note that the red of Koonunga Hill really stands out

  4. Monadic Monadic Key Measures: Label Appeal, Purchase Likelihood and Preference There is very little, if any, difference between the new and current labels in terms of appeal, purchase likelihood and preference. Based on these measures, introducing the new label is a safe bet and unlikely to lead to problems Appeal Preference Likelihood of purchase Total sample Current label New label New vs Current Current label New label % % % CURRENT label appears the marginal winner in Appeal, but the difference is not significant No significant difference in likelihood of purchase of with either label No significant difference in label preference • NEW label Very Likely purchase likelihood is significantly higher among Bin 555 buyers (54%) • No other differences No differences by Bin 555 Buyer, Gender or Age No differences by Bin 555 Buyer, Gender or Age Base: New label ratings n=108. Current label ratings n=92. Preference based on total sample n=200 [Using a scale of “1” which is dislike extremely to “10” which is like extremely, please tell us to what extent you like or dislike this label for Wyndham Estate Bin 555] [Assuming that this is the label on Wyndham Estate Bin 555, that it is available where you generally buy wine and that it is acceptably priced, how likely would you be to buy it?] [Please now look at the label of Wyndham Estate Bin 555 marked “TA” and compare it against the label of Wyndham Estate Bin 555 marked “VF”. Which of the two pack designs do you most prefer?]

  5. Monadic Monadic Monadic Expectations of Wine, Label Readability and Perceived Quality of Wine There is very little, if any, difference between the new and current labels in terms of expectation of the wine, label readability and the impression of wine quality communicated. Based on these measures, it seems introducing the new label is a safe bet and unlikely to lead to problems Expectations Perceived Quality Readability Current label New label Current label Current label New label New label % % % No significant difference in expectations set by either label No significant difference in impression of wine quality given by either label No significant difference in readability of either label • 9% of Bin 555 buyers say the NEW label does NOT represent what I expect(very low all considered) • CURRENT label Very much represents what I expect is significantly higher among those 40 years and up (65%), and lower for those 30-39 (31%). No difference for new label No differences by Bin 555 Buyer, Gender or Age No differences by Bin 555 Buyer, Gender or Age Base: New label ratings n=108. Current label ratings n=92 [Looking at this label for Wyndham Estate Bin 555, to what extent does it represent what you expect of Wyndham Estate Bin 555?] [To what extent can you read this label for Wyndham Estate Bin 555 easily and clearly?] [Do you believe this label for Wyndham Estate Bin 555 gives the impression that the quality of the wine has changed?]

  6. Label Image AttributesNew vs Current The labels are very similar in the imagery and values they communicate. Neither label is seen as dated and daggy or old fashioned, and both seem to meet expectations of the brand. There areno significant differences overall on any dimension between new and current [To what extent do you agree or disagree that the label marked (“TA”/”VF”) for Wyndham Estate Bin 555 communicates the following to you?] NET Strongly Agree + Somewhat Agree shown (Top 2 box) Base: New label ratings n=108. Current label ratings n=92

  7. Label Image AttributesNew Label: Profiled In all, there are few differences in the perceived imagery of the new label across different groups. Differences that are evident simply favour those more likely to be in the category/brand: Some attributes of new label are naturally more vivid among Bin 555 buyers (for someone like me, generous intense flavour, distinctive) Non Bin555 Buyers 38 Bin555 Buyers 81 50+ yrs 95*!small base Results in Blueare significantly higher than rest of sample Bin555 Buyers 79 Bin555 Buyers 77 [To what extent do you agree or disagree that the label marked (“TA”/”VF”) for Wyndham Estate Bin 555 communicates the following to you?] NET Strongly Agree + Somewhat Agree shown (Top 2 box) Base: New label ratings n=20-88. Current label ratings n=13-79

  8. Label Image Applies Most To On a two-label preferred basis, Shirazdrinkers are evenly split between the new and current label in terms of attributes describing one more than the other (with the exception of Contemporary) Label image comparison Applies most to: New label Current label Contemporary is the only attribute significantly different overall: 60% of Shiraz drinkers say it describes the NEW label more than the current.Other attributes evenly split the two labels with no significant difference overall Males are more likely to find the new label more authentic (55%) than females (39%) No other differences on any other attribute by Bin 555 Buyer, Gender or Age Base: n=137-178 (Total sample less those responding ‘Don’t Know’ for a given attribute) [For each of the statements below, please tell us to which bottle it applies most]

  9. Likes (Strengths) of the New and Current Labels Shiraz drinkers like that the labels are clean, clear and easy to read, but this is even more liked in the new label. They appear equal in terms of class, elegance and style (a sentiment supported by the image attribute ratings). The current label conveys more traditional/vintage/established qualities where additional information is a strength of the new one. Current Label New Label % % [What do you LIKE about this label for Wyndham Estate Bin 555?] Base: New label ratings n=108. Current label ratings n=92

  10. Preference: New Label vs Competitor (Koonunga Hill) Whilst there is no difference in preference between the New label and the Current label, there is a strong preference for the New label versus Koonunga Hill Preference vs Koonunga New vs Koonunga Hill % No significant differences by Bin 555 Buyer, Gender or Age. However, Bin 555 Buyers do provide the highest preference for the new label over Koonunga Hill (70, despite this difference not being significant) Base: Total sample n=200 [Please now look at the bottle of Wyndham Estate Bin 555 {New label} and compare it against the bottle of Penfolds Koonunga Hill. Which of the two pack designs do you most prefer ?] [Please look again at the label of Wyndham Estate Bin 555 marked “TA”. If this label included the statement SOUTH EASTERN AUSTRALIA to highlight the wine's origin, would this addition make you think of BIN 555 more favourably, less favourably or in the same way you did previously?]

  11. Reasons for Label PreferenceNew vs Koonunga Hill Among consumers who prefer the new BIN 555 pack, it conveys more class & elegance than the Koonunga pack. Those preferring Koonunga are attracted to the colouring, finding it bolder, more eye-catching. Prefer New Label over Koonunga Hill Prefer Koonunga Hill over New Label % % [Why do you say that? Please provide as much detail as possible] Base: New over Koonunga n=129 . Koonunga over New n=55

  12. Utility of Having ‘South Eastern Australia’ on Label ‘South Eastern Australia’ should be added to the new label: 2 in 5 Shiraz drinkers think of Bin 555 more favourably and half think it’s the same with these words added Utility of Wine Origin Thoughts about Bin 555 with ‘South Eastern Australia’ added to the label… % No significant differences by Bin 555 Buyer or Gender. However, Bin 555 Buyers do provide a higher More favourably response at 48 (despite this difference not being significant). Bin 555 non-buyers 37. Those aged 50+ years are more likely than those under 50 to think of it in the same way as previously Base: Total sample n=200 [Please now look at the bottle of Wyndham Estate Bin 555 {New label} and compare it against the bottle of Penfolds Koonunga Hill. Which of the two pack designs do you most prefer ?] [Please look again at the label of Wyndham Estate Bin 555 marked “TA”. If this label included the statement SOUTH EASTERN AUSTRALIA to highlight the wine's origin, would this addition make you think of BIN 555 more favourably, less favourably or in the same way you did previously?]

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