LOVEMARKER

Hi everyone,

Have you ever wondered how it is possible to evaluate your love to the two brands we are studying, Haribo & Lutti ? To answer your longstanding question, we decided to run a quantitative survey based on Kevin Roberts ‘theory.

Kevin Roberts create the Lovemarker. Though a simple survey, you are given a score which indicate how much love and respect you feel about a brand :

• Category 1 – Between 36 : you are considered as a commodity, which means customers don’t feel neither love or respect about your company
• Category 2 – Between 37 and 40 : you are considered as a brand
• Category 3 – Above 41 with less than 24 Respect points : customers love the company but you can’t achieve lovemark as they do not respect you enough
• Category 4 – Above 41 with more than 25 Respect points : you achieve lovemark ! customers love and respect you and therefore are loyal beyond reason.

To find out more about the questions asked, please let’s follow this link to our annexes !

Here are Haribo & Lutti results :

 

What can we say about these results ?

• For both companies, we can see that in about one third of the cases, respondents’ scores are above 41; but when we analyze specificaly each categories we discover important differences.
• Most of respondents consider both companies as a commodity. They neihter love or respect them. But in Lutti’s case, this number is really important, compared to Haribo’s.
• What is interesting to underline is that in Lutti’s case the respondents are divided quite equally between the category 3 and the Lovemark; whereas in Haribo’s there are far more respondents in the category 3 than in the Lovemark. This fact can lead to one early assumption : this type of company are mostly love but it is more difficult for them to be respected, and this is particularly true for Haribo. We may explain this assumption with the following facts : first, candies are considered harmful to health and customers may feel guilty when eating one – that’s why they find it hard to respect candy companies ; but, though candies, they look for pleasure, relaxation and comfort – that’s why they love candy companies. The fact that Lutti is offering chocolates, caramels and more sugarless candies compare to Haribo may explain why customers respect more Lutti than Haribo.

Our sample was limited (and you can find out more on this page), therefore, we would need to interviewing more people to assess this hypotesis. Do not hesitate to send us your results !

Twin Cherries