National Pork Board Report on Pork Cut Nomenclature National Pork Producers Council 9/4/2009 1
Background - NPPC continually seeks and implements programs designed to augment pork consumption. - One such program under investigation is to introduce new cuts of pork. - Research was recommended to gain consumer insight in regards to the best nomenclature to be used for this new pork cut. National Pork Producers Council 9/4/2009 2
Objectives - Identify the salient benefits and features ( hot buttons ) for creating the most compelling nomenclature for a new pork product. - Provide strategic direction for consumer ad communication based on current relevant consumer interest. - Provide direction in terms of retail market communication. National Pork Producers Council 9/4/2009 3
Methodology - Each respondent was exposed to and evaluated a total of 80 concepts of a total of 150 on a computer screen. - Each concept included one element from each package category: Category Retail Cut Name Fanciful Name Starbursts Banners Example Center Cut Roast Shish-kabobs Fresh Juicy National Pork Producers Council 9/4/2009 4
Methodology, continued - A total of 113 respondents were pre-recruited based on:» must have purchased, prepared and eaten fresh pork at home during past two months» head of household» does all or most of grocery shopping» male/female mix aged 25-65 - Fielded in four geographically-dispersed cities:» Chicago, LA, Jacksonville and New York National Pork Producers Council 9/4/2009 5
150 concepts tested utilizing the following: Retail Cut Names Bottom Roast Bottom Round Center Cut Roast Center Roast Eye Roast Knuckle Roast Rump Roast Shank Roast Sirloin Tip Roast Thigh Tip Roast Top Roast Top Round Tri Tip Roast Fanciful Names Brisket Chop Cube kabob Cube Stew Cutlet Filet Roast Round Scaloppini Shish-kabobs Steaks Stir Fry Strips Tenders Starbursts Chicken Alternative Economical Everyday Meals Family Favorite Fresh Lean Quick and Easy Today s Families Versatile Banners Authentic Family Style Healthy Heart Healthy Hearty Juicy Tasty Tender National Pork Producers Council 9/4/2009 6
Key Attributes - Quality is the key pork product characteristic Characteristics Looked For In A Pork Package Quality Value Size Packaging Tastiness Convenience Occasion Menu suggestions Availability Variety 22% 19% 16% 15% 32% 56% 54% 48% 45% 66% 0% 10% 20% 30% 40% 50% 60% 70% National Pork Producers Council 9/4/2009 7
Out of the 150 tested concepts, the following received the highest consumer interest ratings % score on top 3-box on a 9-point consumer interest scale ID Banner Starburst Fanciful Retail Cut % Score #156 Heart healthy Economical Chop Sirloin tip roast 69% #102 Heart healthy Chicken Alt. Roast Sirloin tip roast 68% #109 Lean Tenders Tri tip roast 67% #180 Quick&Easy Filet Center cut of roast 67% #171 Hearty Quick&Easy Steak Sirloin tip roast 67% #128 Fresh Filet Sirloin tip roast 67% #250 Heart healthy Roast Bottom round 65% #176 Quick&Easy Round Rump roast 65% #148 Hearty Everyday meals Cutlets Sirloin tip roast 64% #127 Hearty Chop Tip roast 64% #145 Tasty Quick&Easy Steak Tip roast 64% #179 Economical Roast Eye roast 63% #174 Versatile Steak Tip roast 63% #120 Hearty Roast Bottom roast 63% #149 Versatile Filet Top round 62% #162 Juicy Lean Stir fry Tip roast 61% National Pork Producers Council 9/4/2009 8
Concepts with lowest consumer interest ratings % score on top 3-box on a 9-point consumer interest scale ID Banner Starburst Fanciful Retail Cut % Score #232 Economical Cutlet Knuckle roast 27% #220 Juicy Stir fry Knuckle roast 27% #248 Family favorite Filet Knuckle roast 28% #197 Today s families Tenders Rump roast 31% #227 Family favorite Roast Knuckle roast 34% #159 Family favorite Stir fry Knuckle roast 34% #216 Versatile Cutlet Knuckle roast 35% #231 Hearty Versatile Cutlet Bottom round 35% #121 Everyday meals Steak Thigh 36% #199 Family style Brisket Thigh 36% #154 Authentic Filet Shank roast 37% #141 Lean Cube steak Center roast 38% #186 Authentic Brisket Eye roast 38% #236 Heart healthy Filet Thigh 38% #208 Chicken Alt. Shish-kebobs Tri tip roast 38% #213 Economical Tenders Shank roast 39% National Pork Producers Council 9/4/2009 9
Analysis - Further statistical analysis was conducted to measure to what degree each category element was increasing or decreasing product appeal. National Pork Producers Council 9/4/2009 10
Retail Cut Names Results - Sirloin Tip has significantly more equity than do Top Round, Eye Roast or Center Roast Contibution to Overall Interest Sirloin Tip Roast 3% Center Cut Roast Tri Tip Roast Tip Roast -5% -5% Eye Roast Top Round -7% Center Roast -10% -5% 0% 5% National Pork Producers Council 9/4/2009 11
Retail Cut Names Results, continued - Cuts that describe the anatomy, like Rump, Bottom, Shank, Thigh and Knuckle, detract markedly from overall interest. Contibution to Overall Interest Sirloin Tip Roast 3% -8% Bottom Round -8% -10% Top Roast Rump Roast -15% -16% -13% Bottom Roast Shank Roast Thigh -39% Knuckle Roast -40% -35% -30% -25% -20% -15% -10% -5% 0% 5% National Pork Producers Council 9/4/2009 12
Fanciful Names Results - Roast had the only fanciful name contribution to the Hind Leg, significantly better than Chop, Steak or Filet Contibution to Overall Interest Roast 7% Round 0% -5% Chop -7% Steaks -8% Filet -10% -5% 0% 5% 10% National Pork Producers Council 9/4/2009 13
Fanciful Names Results, continued - Hind Leg convenience cuts detracted from overall interest versus the whole muscle. Contibution to Overall Interest -13% -13% -15% -16% -16% -16% -18% -21% -23% Roast Cutlet Scaloppini Cube Kebob Tenders Strips Stir Fry Shish-Kebobs Brisket Cube Stew 7% -25% -20% -15% -10% -5% 0% 5% 10% National Pork Producers Council 9/4/2009 14
Starbursts Results - Consumers want a product that is quick and easy, fresh, and lean, but other descriptors may promise too much for an unfamiliar pork cut. Contibution to Overall Interest Quick and Easy Fresh Lean Economical Today s Families Versatile Everyday Meals -3% Family Favorite -3% Chicken Alternative 2% 2% 8% 10% 10% -5% 0% 5% 10% National Pork Producers Council 9/4/2009 15
Banner Results - Banners describing texture work the best, but other descriptors may again promise too much for an unfamiliar pork cut. Contibution to Overall Interest Tender 8% Hearty 7% Juicy 5% Family Style Heart Healthy 3% 3% -3% -3% -3% Authentic Tasty Healthy -5% 0% 5% 10% National Pork Producers Council 9/4/2009 16
Concept Optimization Optimal Category Element Starburst Quick and Easy Banners Tender Fanciful Name Roast Cut Name Sirloin Tip Roast Projected Top 3 Box Score of 79% National Pork Producers Council 9/4/2009 17
Concept Optimization Optimal Category Element Starburst Quick and Easy Banners Tender Fanciful Name Round Cut Name Sirloin Tip Roast Projected Top 3 Box Score of 75% National Pork Producers Council 9/4/2009 18
Conclusions/Implications - Optimizing the cut s starbursts, banners and fanciful names will increase purchase interest much more than concentrating on the primal or retail names. High degree in which consumers favored the Fanciful Name roast to other names. Consumers favor texture-related banners of hearty, juicy and tender, consistent with roasts. There were no differences among different targets (male/female, income). National Pork Producers Council 9/4/2009 19
Conclusions/Implications, continued Optimal elements emphasize quality, the key pork package characteristic: Starbursts: Quick and Easy Fresh Lean Banners: Tender Hearty Juicy Retail Cut Name: Roast National Pork Producers Council 9/4/2009 20