Submiitted to Janani, Patna September 2009 CG 184, Salt Lake, Sector II, Kolkata 700 064, #+91 33 40077620
Summary The brand awareness study was conducted amongst 1005 respondents from all socio-economic classes spread across all town / village classes in seven districts of &. The study was conducted by Indic Knowledge Operations Network (ikonet), Kolkata on behalf of Janani. The study findings are presented below. Survey findings Query Overall finding Generally low unaided Majority recall Many are unaware recall. males other local service of service providers comparatively better, 8% providers recall Surya Clinic Unaided recall of organization referred for FP services Unaided recall of organization providing - Obstetric Services Unaided recall of organization providing - Maternal & Child Health Care Unaided recall of organization providing - Menopausal Care Recall of Organisations from a list of FP service providers Verbally aided recall of Organization for specific FP services Visually aided recall of Surya Clinic logo Generally low unaided recall. comparatively better at 10% recall Generally low unaided recall. comparatively better at 5% Generally low unaided recall. comparatively better at 3% Goverment Hospitals, Surya clinics & other voluntary org are highest three recalled service providers Recall of Surya Clinic is very high across all socioeconomic and geographic sub samples Recall reaches 50% with visual aid, very high across all gender, socio-economic groups and geographic areas. The importance of visual support or dependence on logo is Unaware of service providers Unaware of service providers Unaware of service providers 28% of respondents recalled Surya clinics, similar recall of goverment hospitals, followed by VO 52% recall of Surya clinics 48% identified. More male respondents correctly identify the logo Recall of other local service providers Recall of other local service providers Recall of other local service providers 45% recall of government hosp, followed by VO (30%) & 19% in knew about Surya 35% recall of Surya clinics 52% identified the correct logo of Surya Clinic, especially the urban male 2
Query Overall finding extremely high Attributes associated with Surya Clinic Sources of information regarding Surya clinics Impression of advertisement of Surya Clinic Rating of the quality of advertisement of Surya Clinic Familiarity with Surya Clinic Awareness regarding Surya Clinic services Knowledge of organization managing Surya Clinic (Unaided) Knowledge of Janani - a Voluntary organization (Aided) Affordable, Dependable & Reliable have highest association with Surya Clinic Source of information on Surya clinic was from billboards, local doctors / agents, public transports and neighbor and family members. Precise, Colourful & memorable are the three most used impressions for recall of advertisements Quality of advertisement was perceived to be good. Over 75% of the respondents who identified the logo, have heard of Surya Clinic, but never visited the clinic Tubal Ligation, MTP, Injectable contraceptive are the three main services for which Surya Clinic is known had better awareness compared to Even after aiding, is more aware than. Affordable & Dependable with highest association with Surya Clinic 13% from Local doctor and 14% from public transports and 22% from neighbour and family members. Colourful & memorable Half of the sample feels the ad was good. Familiarity with SC for rural is higher than urban MTP, Ligation followed by vesectomy 8% felt they knew about the organisation Awareness at 18% Affordable, Dependable, Reliable and clean environment have high association with Surya Clinic 38% from billboards and 29% from local doctors / agents. Precise and informative Three fourth felt the ad was good. The overall rural & urban familiarity is relatively similar Tubal Ligation, MTP, Injectable contraceptive are the three main services Around 48% knew about the organisation Half of the male aware 3
Suggestions 1. The low unaided recall of organization for FP services across all socioeconomic groups and geographic areas depict low level of competition from branded service providers. A market to be tapped. 2. For Surya Clinic, Obstetric Services had the highest top of mind recall followed by Maternal & Child Health Care & Menopausal Care. This trend should ideally match with the future growth strategy of the brand. 3. Surya Clinic reported high recall in but the main completion is from the other local service providers. On contrary in, the main competition is from the Government Hospitals 4. Verbally aided recall of Surya Clinic for specific FP services is impressive across both states, especially in. 5. Visually aided recall of Surya Clinic logo resulted in an even higher recall. This also corroborates that the dependence on the logo very high. Hence any change in logo has to be administered with utmost care and caution. 6. Attributes associated with Surya Clinic were affordable, dependable & reliable, these to be effectively used for brand building to compete with Government Hospital and other Voluntary Organisation 7. The sources of information regarding Surya clinics were the word of mouth publicity through neighbour, family members and peers. This finding is any marketers delight. Any unpaid publicity is the most effective and dependable form of promotion. may require some attention on this regard. 8. Impression of advertisement of Surya Clinic is of Precise, Colourful & memorable. These feedback are the cue to new logo and the brand building exercise. 9. Rating of the existing quality of advertisement of Surya Clinic is good, suggesting no drastic change in the communication campaign. 10.Familiarity with Surya Clinic was very high - over 75%. Further consolidation of existing services would ensure the growth trajectory 11. Surya Clinic is known for Tubal Ligation, MTP, and Injectable contraceptive. In MTP seems important, whereas is more preventive and preemptive 12.Both unaided and aided knowledge of Janani as the organization managing Surya Clinic in needs further reinforcement. As other voluntary organisations are also the main competitors of Surya Clinic, emphasis on the voluntary nature of the institution would help market consolidation. 4
Background of the Study Janani, a non-profit Indian Society that implements a large service delivery programme in three of the poorest states of India. Janani works toward providing better family planning services managed by qualified doctors, under the Surya brand. The organisation now intends to modify its logo to make it more contemporary. This study, aims to gauge the existing awareness and recall of the brand Surya, especially the sun logo among the existing and potential service recipients, prior to the Surya logo changes its manifestation. Janani required a quick feedback from its service users on the need for an advertisement campaign to communicate with them regarding the change in logo. In keeping with the aim, it is thus important to find out the significance or the extent of association of the Surya logo with the Surya brand. The research thus needs to gauge the brand awareness amongst its service users. The task is to assess the proportion of target users that recalled the brand, implying the realization by a consumer of the existence and availability of the particular service package. Brand awareness is a common measure of marketing communications effectiveness. Unaided awareness is spontaneous; aided or prompted awareness is when the name is recognized among others that are listed or identified. And finally, visual or pictorial depiction of the brand in the form of the logo, assuming that portion of the potential target consumers could be illiterate or visual cognition to aid recall of brand. 5
Methodology Keeping the time constraint in mind a sample size was conducted amongst 1000 male and female respondents, covering the following seven districts of &. Number of respondents State Pop Strata Patna Gaya W. Chama paran Muzaffar pur Ranchi Hazari bagh Purbi Singh bhum Total Urban 500 I 200 100 300 II 50 50 III 80 80 IV 20 30 50 V 20 20 Rural 505 500 20 20 40 500-999 25 25 25 75 1000-4999 35 35 35 105 5000-9999 45 45 45 135 >10000 50 50 50 150 Total 245 105 135 160 145 100 115 1005 In order to capture the variation of responses of the different population strata - the town and village class within the catchments of old Surya clinics, were surveyed. While sampling within the town / village, the gender, marital status, education level, religion, socio-economic class, age and geographic dispersion were all considered. A structured questionnaire was used for data collection. Subsequently the data was checked and analyzed. It was initiated with a total unaided spontaneous probing technique to finally support the recall process by a visual aiding in the form of a show card depicting five forms of Surya logo along with the actual logo. The findings are presented below in the sequence as it was administered. 6
Unaided recall of Organization for family planning services In order to assess the top-of-mind recall of organization which is likely to be referred for family planning services, an unaided question Name the organization that you will refer in case of family planning services? was asked. Only 3.4% of male and female 3.1% referred to Surya Clinics in, 8.2% male and 5.2% female respondents in recalled Surya. Respondents (%) 100 90 80 70 60 50 40 30 20 10 0 SURYA CLINIC OTHER LOCAL NO RESPONSE Male Female Male Female Unaided recall of Surya Clinics There is no perceptible change in recall levels between married and unmarried respondents across the states. Across the sample, mostly the respondents from the middle and lower economic strata could spontaneously recall Surya Clinic barring Ranchi where even higher income group could recall the brand. Irrespective of any religion bias, the Hindus were found to be more aware than Muslims. Exceptionally in Patna 9.8% of Muslims were aware in comparison to 4.9% of Hindus. Unaided recall of Organization for specific FP services After assessing the recall of totally unaided of FP service providing organisation, when asked to recall the organization for Obstetric Services, Maternal & Child Health Care & Menopausal Care, there was a slight improvement. It was observed that in all the three cases the respondents across all the geographic area, genders and socioeconomic strata, the recall of any organisation without being prompted was still low (maximum 10%) The response pattern for the three services areas are depicted below: 7
70.0 80.0 N u m b e r o f R e s p o n d e n t ( % ) 60.0 50.0 40.0 30.0 20.0 10.0 0.0 SURYA CLINIC OTHER LOCAL NO RESPONSE Obsteric Services N u m b e r o f R e s p o n d e n t ( % ) 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 SURYA CLINIC OTHER LOCAL NO RESPONSE Maternal and Child Health Recall on Obstetric services Recall on Maternal and child care services 100.0 N u m b e r o f R e s p o n d e n t ( % ) 90.0 80.0 70.0 60.0 50.0 40.0 30.0 20.0 10.0 0.0 SURYA CLINIC OTHER LOCAL NO RESPONSE A gradual decline in recall of Surya clinic, with highest for Obstetric services and lowest for Menopausal care services. A possible indication of importance of services sought. Menopausal Care Recall on Menopausal care services Recall of Organisations from a list of FP service providers When asked which of the organisations can provide family planning services? - 27% of respondents in mentioned government hospitals, 28% of respondents recalled Surya clinics. In, 30% respondents mentioned of voluntary organization and 45% recalled government hospitals and 19% in mentioned of Surya clinics providing family planning services. 8
Number of Respondent (%) 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Government Hospital Municipal Hospital Health Sub Centre CHC/ PHC / Rural hospital Other governmental medical Private Hospital Surya Clinics Voluntary organisation Other medical centre Recall of Organisations from a list of FP service providers The recall nearly increases three times with a bit of aiding regarding Surya as one of the organisations amongst a list of six types of FP service provider. Verbally aided recall of Organization for specific FP services When asked have you heard of Surya Clinics? supported by direct aiding. With the help of the aid, 35% of the respondents from could recall Surya clinics among them male respondents were highest to respond. 70.0 60.0 Resp % 50.0 40.0 30.0 20.0 10.0 0.0 Yes No Recall of Surya Clinic Verbally aided recall of Organization for specific FP services Between districts in both the states irrespective of marital status Patna respondents showed better recall than other districts. In 54% of respondents cutting across all sub-groups recalled of Surya. Irrespective of the socio-economic strata verbal aid helped recall of Surya from all the classes. A maximum of 100% response came from Patna, W Champaran and Gaya. 9
Visually aided recall of Surya Clinic logo After accessing the top-of-mind recall for organization which is likely to be referred for family planning services, this was for the first time respondents were given a visual aid with the help of flash cards to identify the correct logo of the brand Surya. The flash card contained five dummy logos of Surya along with the actual logo. 52% 48% Out of 645 respondents in 48% identified the Surya clinic logo. Out of 360 respondents 52% identified the correct logo of Surya Clinic in. Identified Surya Clinic logo The Logo used for visual aiding. The word clinic in the logo was masked. In both the states irrespective of region male respondents, especially those from urban were recalled Surya logo after visual aid. Female respondents unvaryingly lacked in visual recall across states. Table: State and gender wise identification of Surya logo Correct Identification Incorrect Identification Figures in percentage Rural Urban Rural Urban Male Female Male Female Male Female Male Female 52.3 43.7 51.7 43.7 48.8 21.8 84.5 62.1 47.7 56.3 48.3 56.3 51.2 78.2 15.5 37.9 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 10
Similar trends were noticed across the districts too. Recognition of Surya logo has little or no dependence on marital status. Table: Identification of Surya logo by economic Strata Figures in percentage Districts Economic Strata Higher Middle Lower Patna 50.0 25.5 17.4 W. Champaran 100.0 64.3 81.5 Muzaffarpur 100.0 82.3 93.5 Gaya 50.0 11.1 3.4 Ranchi 85.7 70.1 36.6 Hazaribag 0.0 62.3 46.8 Purbi Singhbhum 40.0 51.5 23.8 The Surya logo identification was found to be high for all respondent categories belonging to the three economic strata. Respondents from higher class in all the districts of both the states were among the maximum that could identify the correct Surya logo, barring Hazaribagh. Attributes associated with Surya Clinic Immediately after the visual aid respondents were asked about the attributes such as affordability, usage of modern technology, whether the staff was well trained and if the services were provided in a cleaner environment and so on. 35% 30% % % 25% 20% 15% 10% 5% 0% Affordable Modern technology usage Dependable Reliable Clean environment Well trained staff Others Table Attribute associated to Surya clinic. 11
In distinctively 55% attributed Surya clinics having dependable and are cost effective to afford services. In respondents found the services reasonably priced where services could be relied upon providing clean environment and has well trained staff. State wise attribute associated to Surya clinic Figures in percentage Attributes Affordable 30% 13% Modern technology usage 4% 2% Dependable 25% 15% Reliable 1% 16% Clean environment 0% 9% Well trained staff 0% 2% Others 0% 20% Affordable, Dependable, Reliable, Clean environment being the four best attributes associated with Surya brand. These could be the cue to the design of the next campaign. Sources of information of Surya clinics As the popular source of information through which Surya clinics are known to the respondents, 38% in reported billboards and 29% from local doctors / agents. 40% 35% 30% 25% 20% 15% 10% 5% 0% Leaflets Pamphlets Billboards Television Local doctor Magazines Newspapers Online Public transportation Neighbours / family members / Peer Outreach Workers Others Sources of information of Surya clinics 12
In 13% came to know from Local doctors / agents and 14% from material pasted on public transports and 22% knew from neighbor and family members. In most popular source of Surya clinic information comes from billboards and local doctors / agents. Whereas in information from family members is common source other than advertisement in public transport. Billboards, hoardings and word of mouth from local doctors and neighbour / peers are to be promoted and supported. Impression of advertisement of Surya Clinic In 54% of the respondents found the advertisement colorful. 14% indicated Surya clinic advertisement as easy to remember, 10% felt it was appropriate and 8% found it informative. In the awareness of the urban population was higher compared their rural counterparts. Table: Impression of the Advertisement Figures in percentage Rural Urban Rural Urban Male Female Male Female Male Female Male Female Precise 8.7 25.3 13.2 66.7 68.4 77.5 65.9 Informative 2.2 16.5 9.2 18.3 10.5 7 2.4 Memorable 16.3 15.4 9.9 15.8 5.3 Appropriate 7.6 9.6 8.8 14.5 5.3 4.2 2.4 Colorful 65.2 75 39.6 44.7 3.3 2.4 Others 2.6 11.7 10.5 11.3 26.8 100 100 100 100 100 100 100 100 In, a negligible percentage found the advertisement colorful and memorable. Most of them, 71% of the respondents reported the advertisement to be short and precise. Among male female respondents in both rural and urban region majority of them found the advertisement to be precise. A significant difference in response is seen in comparison to and. Rating of the quality of advertisement of Surya Clinic The quality of advertisement to the Surya clinic service was rated between good and average 44% and 40% respectively. Only 4.8% of the respondents called for improvement of the advertisement quality in. 13
In, about three quarter of the respondent graded Surya clinic advertisement as good. 6.8% called for improvement of the advertisement quality. Table: Rating of Advertisement Figures in percentage Rural Urban Rural Urban Male Female Male Female Male Female Male Female Excellent 5.4 3.8 13.2 18.4 5.3 2.8 2.4 Good 40.2 38.5 47.3 42.1 73.3 68.4 83.1 65.9 Average 51.1 55.8 28.6 28.9 13.3 5.6 2.4 Needs improvement 3.3 1.9 11.0 10.5 100 100 100 100 100 100 100 100 Male female in both rural and urban geographic location have similar views about the advertisement quality in. In the responses for the rating of advertisement by women resemble that of men respondents. Familiarity with Surya Clinic To probe on familiarity of the respondents with the name Surya Clinic, the respondents were asked if ever they have visited the clinic and availed any services. In both among male and female around 88% have reported of having heard about the Surya clinic but never visited them. A negligible amount 1.6% reported to have not heard about the Surya clinic. Irrespective of rural urban location and gender bias, majority of the respondents had heard about the Surya clinics but never visited them. In, around 76% had heard about the Surya clinic but never visited them. Only 8.4% of the respondents had visited the clinic to avail services, a negligible 0.5% of the respondents reported to have not heard about the Surya clinic. s female respondents are more familiar than the male both in rural and urban localities. Awareness regarding Surya Clinic services After finding the familiarity of the Clinics respondents were asked about the reasons for which Surya clinics are known. The respondents were queried on various services such as Tubal Ligation / MTPs / Abortion/ Injectable contraceptive /IUDs /No-Scalpel Vasectomy. 14
Services provided by Surya clinic Tubal Ligation 18% 43% Medical Termination of Pregnancy 41% 27% Injectable contraceptive 2% 20% Intrauterine contraceptive device 3% 2% No-Scalpel Vasectomy 9% 1% Others 2% 6% Figures in percentage It was noted that had an idea that Surya clinics only provides MTPs, few knew about Tubal Ligation. In most knew about Tubal Ligation where as relatively fewer people were aware of MTPs and Injectable contraceptive as services offered. Knowledge of organization managing Surya Clinic (Unaided) After the probing on Surya clinic, logos and quality of services it was necessary to assess the awareness regarding the organization managing Surya clinics. This again was an unaided query. Can't say No Yes 0.0 10.0 20.0 30.0 40.0 50.0 60.0 Number of Respondent (%) Organization managing Surya clinic Out of the above 48% of the respondents of who could recognize Surya symbol more tan half did not know which organization manages Surya Clinic. Aware of the organization managing Surya clinic 15
Figures in percentage Rural Urban Rural Urban Male Female Male Female Male Female Male Female Yes 6.5 13.5 8.8 3.9 45 36.8 60.6 41.5 No 38 30.8 67 63.2 43.3 47.4 26.8 29.3 Can't say 55.4 55.8 24.2 32.9 11.7 15.8 12.7 29.3 100 100 100 100 100 100 100 100 In 49% respondents knew about the organization, which manages Surya clinic. In this case awareness is more than that of. Knowledge of Janani - a Voluntary organization (Aided) After aiding the name of the organization, still half the respondents who could correctly recognize Surya clinic mentioned of not hearing about the Voluntary organization - Janani. Here too the awareness of Janani in was found to be more than that in. Number of Respondent (%) 60.0 50.0 40.0 30.0 20.0 10.0 0.0 Male Female Male Female Yes No Can't say Table Whether aware of Janani Figures in percentage Rural Urban Rural Urban Male Female Male Female Male Female Male Female Yes 12 15.4 19.8 13.2 43.3 31.6 59.2 46.3 No 27.2 15.4 49.5 44.7 46.7 52.6 23.9 36.6 Can't say 60.9 69.2 30.8 42.1 10 15.8 16.9 17.1 According to the regional analysis urban population seemed to know about Janani. 16