We
have seen in the above street interview videos that customers have a great knowledge
of Nespresso and Malongo brands. They are willing to talk with enthusiasm about
them, to define brands’ universe and they give a very positive feedback on
these two brands.
However,
if have a marketing approach and a deeper look on the brands image and
positioning: which positioning status
have these brands?
Are Nespresso and Malongo what Kevin Roberts (Saatchi & Saatchi CEO) called Commodity, Fad or Lovemark?
The "Lovemark Profiler" is going to provide us with a response! The survey lets the user evaluate by "Yes/No" question his level of Respect, Mystery, Sensuality, Intimacity, for each brand. You can find the survey on the facebook page: IAL Saatchi&Saatchi.
This
is how we get the brands positioning! But we decided to do another test in
order to confirm these first responses.
Let’s
now try the more specific “Lovemarker
survey”!
We have surveyed people on-line from November 25 to December 7,
2013.
If
you are interesting about results on this survey, you can find it under the
following link: https://docs.google.com/forms/d/115UYVfLz-_QGjxbIOXIqI3j5Dkm6MASIiu1rHY7gFBI/viewform
But
in order to be easier for you, we have make a summary of the results!
What
are they?
Nespresso
Respect Points Mean: 20,7
Malongo
Respect Points Mean: 12,9
So
from these results, what can we conclude? It seems neither Malongo nor
Nespresso are lovemarks regarding this Lovemarker survey!
Nespresso
is very close to get its 25 points required to be a lovemark….but doesn’t reach
the result! What make this brand “lost” its points?
Results show that Nespresso
is loosing a lot of points on criteria based on “Trust” notion and in
particular for the “sustainability” point. Interviews we conducted and analyses
tend to explain this result by the fact that customers don’t believe or are not
aware of the environmental involvment of Nespresso… Are we thus close to say
that the popular and sexy George Clooney is a liar?
Nevertheless,
because Nespresso is very close to its 25 points, we decided to focus in survey
responses regarding the 3 characteristics of lovemarks : Mystery,
Sensuality and Intimacy.
What are results on
these criteria?
Nespresso Love Points
Mean: 20,7 + 18,4 = 49,1
The result is thus
above of the minimum requiered for a brand to be call “Lovemark”! We think that
Nespresso should be considered as a
Lovemark.
And what about Malongo?
Roberts' five recommendations on how to evolve a Brand
into a Lovemark:
1. Increase Emotion
about the product
2. Add Mystery,
Sensuality and Intimacy
3.
Think in Paradoxes and exploit them.
4.
Replace Command and Control with Unleash and Inspire
5.
Make the World a Better Place
Based on street-interviews (video to be watched in the
previous article), we can see that Malongo
is very close to each of these recommendations. People surveyed are talking
with enthusiasm about emotions, feelings, intimacy, senses and environmental
involvement when they describe Malongo.
PDD
References:
Roberts, Kevin (2005). Lovemarks: The Future Beyond Brands
Elliott and Percy. Strategic Brand
Management
Street-interview (watch
video in the previous article)