BUA 378: Marketing ResearchSection II Group V

December 2016

Background

Created by the Maine Department of Agriculture, Conservation and Forestry in 2000

Previous Marketing Strategies:- Aired 30 second television commercials statewide-“Focus on the Farm” cable/channel 6 series- Products; stickers, signage and logo sharing for printing- Special events with the Governor- Promotional Website

Benefits for Farmers using Brand:-Free postings on the brand website-Free promotion of the farm’s products/services- Rights to use the brand logo and other resources for promotion- Member only forums

Issue: New consumer interaction with the GRGM website has declined from 2014 to 2015

Purpose

Goal of Brand: Adding to the value of products coming from the farms that utilize the brand program

Purpose of Research:

1. Determine the effectiveness of the GRGM brand and logo in promoting Maine farmers

2. Understand consumer value perceptions of the brand and brand logo

Research Method

Casual Research

Qualtrics

Sample: 719 New Englanders;

● 314 Mainers● 405 Other New England States

Key Features of Survey:

● Measure of Importance● Measure of Perception● Recognition of Brands● Capturing Respondent Profile Data

Variables

Panel: 345 Panel: 729 Panel: 215

Findings

Panel 345: GRGM vs Blank Bag: Maine Sample

● GRGM ranks significantly higher than the blank bag in one perception: apples are locally grown

● Broadening to a 90% confidence level, GRGM scores higher than a blank bag in perception scores

for value, and freedom from preservative

Panel 215: GRGM vs New York State Bag: Maine Sample

● GRGM ranks significantly higher than the New York State bag in perceptions of value and of being locally grown

Findings

GRGM vs Blank Bag: New England Sample

● No statistically significant differences

GRGM vs New York State Bag: New England Sample

● No statistically significant differences

Market Segments

● Factor Analysis

Factor Structure of Concept Interest Ratings:

● Factor 1: Hedonics and Health Driven

● Factor 2: Authenticity Driven

● Factor 3: Brand Driven

● Factor 4: Value Driven

Market Segments Hedonics and Health DrivenImportance rating:

● Apples are fresh● Tastes good to eat● Apples are a healthy and nutritious food● Purchased at a clean location● Apples are clean● Having a crisp texture● Taste good in pies

Factor 3: Brand DrivenImportance rating:

● Purchased at a supermarket● Having a branded package● Apples are free from skin defects

Authenticity DrivenImportance rating:

● Apples are locally grown● Grown with environmentally friendly farming

methods● Purchased at a farm stand, pick your own orchard

or farmer’s market● Apples grown without pesticides

Factor 4: Value DrivenImportance rating:

● Apples are inexpensive● Apples are a good value for the money

Purchase IntentDefinite Purchase Intent

- Authenticity Driven 59.5%- Hedonics and Health Driven at 22.8%- Value Driven at 11.4%- Brand Driven at 6.3%

Indefinite Purchase Intent

- Authenticity Driven at 37.8%- Hedonics and Health Driven at 27.3%- Value Driven at 25.2%- Brand Driven at 9.8%

Importance Ratings

Mean Agreement Ratings

Purchase intent

Implications

● The GRGM label, among Mainers, successfully identifies the origin of the

product

● The GRGM label has no significant impact on product perceptions in the New

England Sample

● Authenticity driven & health and hedonics driven respondents have the

highest percentage of definite purchase interest

Recommendations Intro

● We have discovered “Get Real Get Maine” is lacking a consumer market that

is aware of the brand.

● This problem stems from a variety of problems which include lack funding

● Having an insufficient marketing campaign which has impacted the

effectiveness of the message GRGM is trying to establish.

● The logo’s message is currently not effectively communicating the message

of the organization to the consumers. Thus this perceived lack of effective

communication is resulting in a deficit of loyal customers.

RecommendationsScenario 1: Regional Brand

● Discontinue the GRGM brand and build a new brand that collaborates with similar organizations within the Northeast region and Maine. Allows for an aggressive expansion in the distribution of produce products which would allow to push Maine produce into new markets

● Promotes cost sharing between several organizations.

● Allow the organization to grow new networks and develop a support community within organizations who have a common goal of brand awareness and effective distribution to potential new markets.

RecommendationsScenario 2: Change of Logo

● To help solve the brand awareness issue is to start from the bottom up and build a new

logo. This scenario is the less expensive option but still holds a risk.

● If the logo is changed it would need to incorporate a clear message of what the mission

of the organization is and what they do. We found that “Get Real Get Maine” is very

broad and doesn’t convey a clear picture to what the brand actually does or means.

● The logo change may create a consumer base that is more aware of the mission and

substance of the products which could increase purchase intent.

RecommendationsScenario 3: New State Brand.

● More expensive

● Differentiated identity in the minds of consumers, investors, and competitors may give

overall better results.

● Developing a new brand/company can aim to distance itself from negative

connotations or misinterpretations of the previous branding.

● Changes made to the brand name, the logo, the perception, and other identity elements

will help redevelop this brand to overall communicate to consumers the main intentions

it has.

Conclusions“Get Real Get Maine” is missing a consumer market that is fully aware of the brand

These are our recommendations based on the data analysis our team conducted.

● Brand message could be better communicated with consumers.● Logo could be changed to a descriptive clear communicated logo.● Brand driven, value driven and authenticity driven people should be the focus

targets markets.● Should focus on distributing products grocery stores and farmers markets