Appendix 1: Interview about presumed problem

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Appendix 1: Interview about presumed problem

Based on: De Leeuw p. 174

Interview with:

Jan van der Velde – Marketing Manager International for Canada. Q: Why did you invite me to Grolsch, What is going on?

A: Grolsch is number 4 in its segment. We want to anchor this position. The hole

between number 1, 2 and 3 is getting bigger and bigger. In order to stay nr. 4, we need to grow in a faster pace and create a loyal consumer base. Our partner in Canada is not equally motivated to help Grolsch grow faster and create a loyal consumer base, due to other strategic priorities. They lacked commitment and therefore resources needed to build the Grolsch brand and sell it through on-premise channels. One of the problems is that we don’t have the big budgets like our direct competitors and we can’t afford to do disproportional investments in marketing. We need our profits every year.

Q: Why are you not satisfied with the actual situation? Why is it a problem?

A: I think the Grolsch brand has much more potential then what is shown in sales right now. The GIN department is creative and fast, our decision lines are short and we like to think out of the box. The will is there, we just need more understanding of

unconventional marketing and segments that we want to target to implement it the right way.

Q: What changes are possible?

A: Re-establish Sleeman’s strategic orientation in favor of Grolsch. Problem is that our partner is for sale right now. Probably a competing brewery will buy our partner. If so, then probably the competing brewery has already an International Premium Lager in their brand portfolio and they certainly do not want Grolsch to grow. So this option is out. What we need is to create more market pull and loyal fans.

In order to do that, we need to be creative and focus our efforts on the right segments and do the right proposition.

Q: In what terms are you going to evaluate the new situation? A: grow in volume, market share and brand image.

Q: Is Grolsch Canada Inc. assessed on certain criteria? If so, what criteria?

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A distillation of the interview in instrumental and functional judgments of the problem: Instrumental judgments:

• Our Canadian partner shows lack of commitment and resources due prioritizing other strategic goals that are not in favor of the Grolsch brand.

• GIN can not do as big investments in marketing communication as our competitors.

• GIN doesn’t have enough knowledge about un-conventional (creative) marketing. • Grolsch needs more market pull.

• Grolsch needs a loyal consumer base. Functional judgment:

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Appendix 2: WOM Ethics Question List

The Ethics 20 Questions

• Ask these questions before launching any word of mouth marketing campaign. • Get answers from your agencies and vendors, as well as from their

subcontractors.

• Think about the risks to your reputation before you cross any ethical lines. Remember: Consumers come first, honesty isn't optional, and deception is always exposed.

For more information, visit www.womma.org/ethics. Honesty of Relationship

1. Do we insist that our advocates always disclose their relationship with us -- including all forms of compensation, incentives, or samples?

Honesty of Opinion

2. Do we insist that all opinions shared with the public express the honest and authentic opinion of the consumer or advocate without manipulation or falsification?

3. Are those individuals who are speaking for us free to form their own opinions and share all feedback, including negative feedback?

4. Is all of the information provided to advocates, consumers, and the media factual and honest, and are all of our claims accurate?

Honesty of Identity

5. Have we repudiated and forbidden all forms of shill, stealth, and undercover marketing?

6. Does everyone working on our behalf use their true identity and disclose their affiliation with our company and agencies?

7. Do we forbid the blurring of identification in ways that might confuse or mislead consumers as to the true identity of the individuals with whom they are communicating?

8. Do we forbid the use of expressly deceptive practices from our

employees/advocates, such as impersonating consumers; concealing their true identities; or lying about factors such as age, gender, race, familiarity with or use of product, or other circumstances intended to enhance the credibility of the advocate while deliberately misleading the public?

Taking Responsibility

9. If we use agents or volunteers of any sort, do we actively instruct them in ethical practices and behaviors and insist that all of those working under our instructions similarly comply with this standard?

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11. Do we have a plan to monitor any inappropriate word of mouth generated by our advocates?

12. Do we know how will we correct any inappropriate or unethical word of mouth done by volunteers or resulting from actions taken by us?

13. Do we insist that campaign organizers disclose their involvement when asked by consumers or the media and provide contact information upon request? Respecting the Rules

14. Do we respect and honor the rules of any media we might use, including all such procedures and stipulations as may be deemed appropriate by specific websites, blogs, discussion forums, traditional media, or live events? (Examples of actions that break the rules: violating the terms of service of any online site, spamming, violating privacy rules, or defacing public property.)

15. Do we prohibit all word of mouth programs involving children aged 13 and younger?

16. If our campaign involves communicating with or influencing minors aged 14 to 17, do we a) have mechanisms in place to protect the interests of those teens, and b) have parental notification mechanisms in place, where appropriate? When Hiring an Agency

17. Does the agency subscribe to the same high standards of ethical behavior and practice, and are they willing to guarantee the ethics of their own work as well as that of all subcontractors?

18. Do they have reporting and operational review procedures in place permitting us to ensure full compliance with all ethical standards?

19. Have they previously engaged in unethical practices?

20. If they have ever engaged in such practices in the past, do they now prohibit them, and will they guarantee that they will not use employees who have engaged in fraudulent practices to work on our behalf?

As An Extra Measure of Assurance, Ask Yourself…

• Would I be uncomfortable if my family or friends were involved in this campaign?

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Appendix 3: Brandkey Grolsch

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Appendix 4: Operationalisation of Variables.

Operationalisation of Variables

Word of Mouth Proneness Variables Corresponding Question(s) ID Test on fit with brandkey 89, 90, 91, 92, 93

Test on knowledge about product category 83, 84, 85, 86 Explore whether the target consumers are buzz-prone

1. Opinion Leader Scale 103, 105, 106

2. Connector Scale 107, 108, 109, 110

3. Consumer innovativeness (Change orientation) 97, 98, 99, 100, 102 Potential to create ultimate loyalty:

1. Interest in Grolsch 87, 88

2. Size of clusters Oral interviews and observations 3. Can they show love for the product, which one the

strongest

Oral interviews, observations 4. In which cluster is it best able to nest in network Oral interviews, observations 5. Is Grolsch able to build, and sustain network Oral interviews, observations

Recommendation intention 56

Amount of “weak” ties (interconnectedness between clusters

within a social network) 49, 55

Internet activity 51, 52

Potential Profitability Variables

Drinking Behavior 35, 37, oral interviews and

observations

Price Insensitivity 101, 111, 112

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phpESP, v(1.8.1) http://www.jantabak.net/survey/phpesp/admin/manage.php?where=re...

1 of 3 09-02-2007 14:02

p h p E S P

Report for: Survey Beer and Word of Mouth [ID: 2]

Thanks for participating!

Please take your time to read the questions and statements carefully.

# ID Req'd Public Content

129 Yes Yes Please provide the full name of the one who gave you the link 230 Yes Yes What community are you primarely a member of?

68 Art Community

69 Indie-pop Community

70 Gay Community

331 Yes Yes Your sex?

71 Male

72 Female

432 Yes Yes What is your age?

73 20-30

74 30-40

75 40-50

76 50-60

77 >60

533 Yes Yes Do you live in Toronto or nearby?

634 No Yes If you live in Toronto, what area of the city do you live? 735 Yes Yes Do you drink European Imports once or more a week? 836 Yes Yes What bars or clubs do you often visit to drink something? _{(preferably two or more bars/clubs)} 937 Yes Yes How many beers would you drink on an average night?

78 2-4

79 4-6

80 6-8

81 8-10

82 >10

1038 Yes Yes Have you ever tried a Grolsch?

1140 Yes Yes Please rate the following statements concerning Grolsch. 1 = _{Strongly disagree 5 = Strongly agree}

83 I know differences between types of beers

84 I know what beers are available in the market

85 I can distinguish beers on taste

86 I know how a beer is brewed

87 Grolsch is a particular kind of beer I would be interested in

88 Grolsch is a beer that i would fit with me in a bar

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2 of 3 09-02-2007 14:02

90 I reject the familiar

91 I feel confident and I want to shout it out

92 When I am in a beer drinking situation I like to talk to _strangers 93 Compared to other imports, I think of Grolsch as a unique _product 94 Compared to other imports, I think Grolsch is "down to earth" 95 Authenticity is what I think of when I'm confronted with the _{Grolsch swingtop}

1241 Yes Yes How strong do you agree with the next sentence 1 = Strongly _{disagree 5 = Strongly agree}

96 I have learned to appreciate that my friends are characters and we are all different. What unites us is the time we spend together enjoying a beer.

42 No Yes You are now halfway. There is only one more page with _{statements so you are almost done.}

1344 Yes Yes Please rate the following statements concerning beerbrands. 1 = _{Strongly disagree 5 = Strongly agree}

97 I am among the last in my circle of friends to know about a _{new beer brand} 98 I always drink the same range of beerbrands

99 _{within my social circle, I would be interested enough to buy it}If I heard a new beer brand was available through somebody 100 I will consider buying a new beer, even if I haven’t heard of it_yet 101 In general, the price of a good beer is not important to me 1445 Yes Yes Please rate the following statements concerning products in _{general. 1 = Strongly disagree 5 = Strongly agree}

102 I know more about new products, usually before friends do 103 I regularly persuade my friends to buy the products that I like 104 My friends rarely come to me for advice about what to buy 105 My friends often pick their purchases based on what I've told _them 106 I often influence people about buying things

107 In general I like to introduce / or talk about new products to _{my friends} 108 I like to be "in the know" concerning new products

109 I prefer deep conversation with 1 or 2 persons, instead of _{amusing a group of people} 110 I prefer to have many many friends to 1 or 2 extremely close _friends 111 I am less willing to buy a product if I think it will be high in _price 112 I don’t mind paying more to try out a new product 1546 Yes Yes Please rate the following statements 1 = Strongly disagree 5 = _{Strongly agree}

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115 3. I’m extremely sociable and I agree with statements such as_{“I am prepared to pay more for a good beer”.}

1648 Yes Yes What would motivate you to talk about a certain product? 1749 No Yes mention one or two? (for example: hockeyteam, housemusic, Are you a member of other social circles? if yes, could you

communitywork)

1850 Yes Yes Can you recall a situation where beer is discussed? please describe _briefly 1951 Yes Yes How many hours a day are you online?

116 Almost never

117 1-2 hours

118 2-4 hours

119 4-8 hours

120 >8 hours

2052 No Yes Do you visit sites where you can leave comments or post _{information about yourself? if yes, which ones?} 2153 Yes Yes Are you involved in art? If yes, can you tell me what kind? _{(multiple answers possible)}

121 Painting 122 Photography 123 Installation 124 Performance 125 Fashion 126 Design 127 Music 128 !other

129 No, i'm not involved in art

2254 No Yes Do you think there is a link between the Indie, the Art and the _{Gay-scene? Can you explain in what way?} 2355 Yes Yes How many friends do you personally have in your extended friend _circle?

130 0-10

131 10-20

132 20-50

133 50-100

134 >100

2456 Yes Yes Would you recommend Grolsch to a friend?

Go back to Report Menu Go back to Management Interface

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Appendix 6: Codebook

Codebook

Question

ID Question Code

30 Community 1 Art Community 2 Indie-Pop Community 3 Gay Community 32 Age 1 20-30 2 30-40 3 40-50 4 50-60 5 60+ 37 Amount of Beers 1 2-4 2 4-6 3 6-8 4 8-10 5 10+

83 to 114 Likert Scale 1 Strongly Disagree 2 Disagree

3 Neutral 4 Agree

5 Strongly Agree

5 questions are recoded afterwords

91, 97, 104,

109, 11 Likert Scale 1 becomes 5. Strongly Agree 2 becomes 4. Agree

3 stays 3. Neutral 4 becomes 2. Disagree

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Appendix 7 SPSS Output

7.1 Knowledge of Product Category

Lower Bound Upper Bound

Art Community 30 3,73 1,230 0,225 3,27 4,19 1 5 Indie-pop Community 22 4,32 0,894 0,191 3,92 4,71 2 5 Gay Community 39 3,74 0,818 0,131 3,48 4,01 2 5 Total 91 3,88 1,009 0,106 3,67 4,09 1 5 Art Community 30 3,77 1,040 0,190 3,38 4,16 1 5 Indie-pop Community 22 4,27 1,162 0,248 3,76 4,79 1 5 Gay Community 39 4,18 0,721 0,115 3,95 4,41 2 5 Total 91 4,07 0,964 0,101 3,87 4,27 1 5 Art Community 30 3,37 0,964 0,176 3,01 3,73 1 5 Indie-pop Community 22 3,73 1,162 0,248 3,21 4,24 1 5 Gay Community 39 3,21 0,864 0,138 2,93 3,49 1 5 Total 91 3,38 0,986 0,103 3,18 3,59 1 5 Art Community 30 3,07 1,081 0,197 2,66 3,47 1 5 Indie-pop Community 22 3,59 1,469 0,313 2,94 4,24 1 5 Gay Community 39 3,28 1,255 0,201 2,88 3,69 1 5 Total 91 3,29 1,259 0,132 3,02 3,55 1 5

Max Absoluut Relatief

Totaal score Art Community 20 13,93 0,696666667 Totaal score Indie Community 15,91 0,795454545 Totaal score Gay Community 14,41 0,720512821

Descriptives

N Mean Std. Deviation Std. Error

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Sum of

Squares df Mean Square F Sig.

Between Groups _5,595 ₂ _2,798 _2,860 _0,063 Within Groups 86,075 88 0,978 Total 91,670 90 Between Groups _4,131 ₂ _2,065 _2,287 _0,108 Within Groups 79,474 88 0,903 Total 83,604 90 Between Groups 3,849 2 1,925 2,024 0,138 Within Groups 83,689 88 0,951 Total 87,538 90 Between Groups _3,489 ₂ _1,745 _1,104 _0,336 Within Groups 139,082 88 1,580 Total 142,571 90

7.2 Opinion Leader Scale

Art Community 30 3,26666667 1,04826074 0,19138535 2,87523967 3,65809366 1 5 Indie-pop Community 22 3,22727273 1,30682524 0,27861608 2,64785888 3,80668658 1 5 Gay Community 39 3,35897436 0,93152901 0,14916402 3,05700759 3,66094113 1 5 Total 91 3,2967033 1,05929227 0,111044 3,076095 3,51731159 1 5 Art Community 30 3,13333333 1,00801387 0,18403731 2,75693477 3,5097319 1 5 Indie-pop Community 22 3,04545455 0,99891716 0,21296985 2,60255949 3,4883496 1 5 Gay Community 39 2,8974359 1,04616774 0,16752091 2,55830755 3,23656425 1 5 Total 91 3,01098901 1,01646999 0,10655501 2,79929889 3,22267913 1 5 Art Community 30 3,33333333 1,26854066 0,23160278 2,85965247 3,8070142 1 5 LIKERT1_I_CAN_ DISTINGUISH_BE ERS_ON_TASTE LIKERT1_I_KNO W_BEER_BREWE D ANOVA LIKERT1_I_KNO W_DIFFERENCES _BETWEEN_TYPE S_BEERS LIKERT1_I_KNO W_BEERS_AVAIL ABLE_IN_MARKE T LIKERT4_I_REGULARLY_PERSUADE_MY_FRIENDS_TO_BUY_PRODUCTS_THAT_I_L LIKERT4_MY_FRIENDS_OFTEN_PICK_THEIR_PURCHASES_BASED_ON_I_VE_TOLD Descriptives

95% Confidence Interval for Mean

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Indie-pop Community 22 3,22727273 1,30682524 0,27861608 2,64785888 3,80668658 1 5 Gay Community 39 3,23076923 1,11122357 0,17793818 2,87055222 3,59098624 1 5 Total 91 3,26373626 1,20032556 0,12582831 3,01375637 3,51371616 1 5

Sum of Squaresdf Mean Square F Sig.

Between Groups0,284349 2 0,14217449 0,12423809 0,88332417 Within Groups 100,7047 88 1,14437116 Total 100,989 90 Between Groups0,978055 2 0,48902764 0,46770987 0,62798341 Within Groups 92,01096 88 1,04557904 Total 92,98901 90 Between Groups 0,21695 2 0,10847486 0,07373919 0,92897127 Within Groups 129,4534 88 1,47106114 Total 129,6703 90

Max Absoluut Relatief Totaal score Art Community 15 9,73 0,64888889 Totaal score Indie Community 9,50 0,63333333 Totaal score Gay Community 9,49 0,63247863 LIKERT4_I_OFTEN_INFLUENCE_PEOPLE_ABOUT_BUYING_THINGS

LIKERT4_I_REGULARLY_PERSUADE_MY_FRIENDS_TO_BUY_PRODUCTS_THAT_I_L

LIKERT4_MY_FRIENDS_OFTEN_PICK_THEIR_PURCHASES_BASED_ON_I_VE_TOLD LIKERT4_I_OFTEN_INFLUENCE_PEOPLE_ABOUT_BUYING_THINGS

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7.3 Interest in Grolsch

Art Community 30 3,6 1,13258934 0,20678158 3,17708419 4,02291581 1 5 Indie-pop Community 22 3,90909091 1,10879991 0,23639693 3,41747657 4,40070525 2 5 Gay Community 39 3,51282051 1,04810091 0,16783046 3,1730655 3,85257552 1 5 Total 91 3,63736264 1,09052977 0,11431858 3,41024882 3,86447646 1 5 Art Community 30 3,56666667 1,2507469 0,2283541 3,0996301 4,03370324 1 5 Indie-pop Community 22 3,59090909 1,25959521 0,2685466 3,03243586 4,14938232 1 5 Gay Community 39 3,23076923 0,98572812 0,15784282 2,91123314 3,55030532 1 5 Total 91 3,42857143 1,14642301 0,12017779 3,18981728 3,66732558 1 5

Between Groups2,271195 2 1,13559774 0,95390331 0,3891812 Within Groups 104,7618 88 1,19047468 Total 107,033 90 Between Groups2,677789 2 1,33889444 1,01915773 0,36511837 Within Groups 115,6079 88 1,31372643 Total 118,2857 90

Max Absoluut Relatief Totaal score Art Community 10 7,17 0,69666667 Totaal score Indie Community 7,50 0,79545455 Totaal score Gay Community 6,74 0,72051282 Descriptives N Mean Maximum LIKERT1_GROLSCH_PARTICULAR_KIND_BEER_I_WOULD_BE_INTERESTED_IN LIKERT1_GROLSCH_BEER_THAT_I_WOULD_FIT_WITH_ME_IN_BAR ANOVA Std. Deviation Std. Error

95% Confidence Interval for Mean Minimum

LIKERT1_GROLSCH_PARTICULAR_KIND_BEER_I_WOULD_BE_INTERESTED_IN

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Appendix 7 SPSS Output 7.4 Recommendation Intention No Yes Count 1 29 30 % within recode 3,3% 96,7% 100,0% Count 3 19 22 % within recode 13,6% 86,4% 100,0% Count 5 34 39 % within recode 12,8% 87,2% 100,0% Count 9 82 91 % within recode 9,9% 90,1% 100,0%

7.5 Amount of Weak Ties

0-10 42.643 20-50 50-100 100+ Count 3 8 8 4 7 30 % within recode 10,0% 26,7% 26,7% 13,3% 23,3% 100,0% Count 1 4 11 2 4 22 % within recode 4,5% 18,2% 50,0% 9,1% 18,2% 100,0% Count 10 5 11 8 5 39 % within recode 25,6% 12,8% 28,2% 20,5% 12,8% 100,0% Count 14 17 30 14 16 91 % within recode 15,4% 18,7% 33,0% 15,4% 17,6% 100,0% Total Total recode Art Community

Indie-pop Community Gay Community Total recode Total recode Art Community

Indie-pop Community Gay Community

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7.6 Internet Activity

1-2 hours 2-4 hours 4-8 hours >8 hours Almost never

Count 7 12 7 3 1 30 % within recode0,23333333 0,4 0,23333333 0,1 0,03333333 1 Count 9 5 6 1 1 22 % within recode0,40909091 0,22727273 0,27272727 0,04545455 0,04545455 1 Count 10 8 3 1 17 39 % within recode0,25641026 0,20512821 0,07692308 0,02564103 0,43589744 1 Count 26 25 16 5 19 91 % within recode0,28571429 0,27472527 0,17582418 0,05494505 0,20879121 1 7.7 Price Insensitivity

Art Community 30 3,6 1,19192687 0,21761508 3,15492719 4,04507281 1 5 Indie-pop Community 22 3,90909091 0,92113237 0,19638608 3,50068369 4,31749812 2 5 Gay Community 39 3,48717949 1,16690763 0,18685476 3,10891179 3,86544718 1 5 Total 91 3,62637363 1,12198586 0,11761608 3,39270876 3,86003849 1 5 Art Community 30 2,9 0,92288902 0,16849571 2,55538758 3,24461242 1 5 Indie-pop Community 22 3,54545455 1,10096377 0,23472626 3,05731456 4,03359453 1 5 Gay Community 39 3,25641026 1,22941896 0,19686459 2,85787873 3,65494178 1 5 Total 91 3,20879121 1,12067919 0,1174791 2,97539847 3,44218395 1 5 Art Community 30 3,23333333 1,2507469 0,2283541 2,76629676 3,7003699 1 5 Indie-pop Community 22 3,81818182 0,85280287 0,18181818 3,44007021 4,19629343 2 5 Gay Community 39 3,35897436 1,24577559 0,19948374 2,95514063 3,76280809 1 5 Total 91 3,42857143 1,1751393 0,12318807 3,18383682 3,67330603 1 5 LIKERT3_IN_GENERAL_PRICE_GOOD_BEER_NOT_IMPORTANT_TO_ME I am less willing LIKERT4_I_DON_T_MIND_PAYING_MORE_TO_TRY_OUT_NEW_PRODUCT Descriptives

95% Confidence Interval for Mean

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Between Groups2,534932 2 1,26746587 1,00699903 0,36948371 Within Groups 110,7618 88 1,2586565 Total 113,2967 90 Between Groups5,442524 2 2,72126207 2,22576519 0,11402944 Within Groups 107,5904 88 1,22261867 Total 113,033 90 Between Groups4,671961 2 2,33598069 1,71858415 0,18528309 Within Groups 119,6138 88 1,35924719 Total 124,2857 90

Max Absoluut Relatief Totaal score Art Community 15 9,73 0,64888889 Totaal score Indie Community 11,27 0,75151515 Totaal score Gay Community 10,10 0,67350427 LIKERT3_IN_GENERAL_PRICE_GOOD_BEER_NOT_IMPORTANT_TO_ME

I am less willing