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  • Yes, I know, the one hot potato that keeps going around. How can we measure all this.Well, first of all – the way you measure TV is pretty meaningless, while those bits of online we CAN measure, are damn accurate.Secondary, we have to rethink our whole system anyway, and stop looking at ‘OTS’, and start looking at what really matters.Tomorrow we will look into this further, and discuss some methods we have for this.

Nps Romania Benchmark Study Presentation Transcript

  • 1. FUTURELAB
    Net Promoter Score®Romania – Benchmark studies
    July, 2009
  • 2. % of people who trust companies less in 2009 than in 2008
    Source: Edelman Trust Barometer, 2009
    Nearly 70% of consumers surveyed thought that pharmaceutical information from peers was credible and believable, even if the peers were not experts.
    When it comes to company information, a “peer” is as credible as an industry analyst and only preceeded by an “expert”
    Word-of-Mouth is the #1 influence on business-to-business buying decisions
    Source: Edelman Trust Barometer, 2009
    Source: Keller Fay, 2006
    Source: Keller Fay, July 2008
    The Power of Recommendation
  • 3. How can we measure the value of recommendation?
  • 4. What is the Net Promoter Score (NPS)?
    The Net Promoter® score allows you to categorize customers into three groups based on their willingness to recommend your company or product to a friend or colleague:
    Promoters (score 9–10) are loyal enthusiasts who will keep buying and refer others, fueling growth.
    Passives (score 7–8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings.
    Detractors (score 0–6) are unhappy customers who can damage your brand and impede growth through negative word-of-mouth.
    Calculating Your Net Promoter Score
    One question provides the best predictor of customer loyalty for the vast majority of businesses: How likely is it that you would recommend (Company/Product X) to a friend or colleague? Using a 0 to 10 scale, you can calculate your Net Promoter Score (NPS) by taking the percentage of Promoters, and subtracting the percentage of Detractors.
    NPS is a straightforward metric that holds companies and employees accountable for how they treat customers. When combined with appropriate diagnostics and follow-up actions, it drives improvements in customer loyalty and enables profitable growth.
    The Power of Recommendation
  • 5. Promoters make you more money
    • They spend more
    • 6. They negotiate less
    • 7. They stay longer
    • 8. They are easier to service
    • 9. They upgrade quicker
    • 10. ...
    Slide: Bain & Company,
    official NPS(tm) presentation Fred Reichheld.
    Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld
    The Power of Recommendation
  • 11. What is ?
    Most Appropriate When
    The Idea
    Monitored Markets
    • Time pressure/quick results
    • 12. Rapid evaluation of a certain situation/movement in the market
    • 13. Past evolution assessment
    • 14. Needed benchmarks (not available yet)
    • 15. Low budgets/smaller brands
    A simple but robust solution for communication efficiency evaluation
    Fast answer, diagnostic design
    Allows the pre & post evaluation approach after the campaign has been started
    Client can buy as much waves as needed
    Syndicated tool – great value for money
    • Plain Yogurt
    • 16. Fruit Yogurt
    • 17. Margarine
    • 18. Chocolate bars or chocolate wafers
    • 19. Chocolate (tablets)
    • 20. Coffee (R&G)
    • 21. Processed meat
    • 22. Cooking oil
    • 23. Still water
    • 24. Sparkling water ( carbonated water)
    • 25. Nectar and Natural Juice 100%
    • 26. Still drinks
    • 27. Tooth Paste
    • 28. Shower Gel
    • 29. Shampoo
    • 30. Dishwashing
    • 31. Detergent
    • 32. Gas station
    • 33. Banks
    • 34. Analgesics
    Output
    Methodology
    • Category Incidence
    • 35. Consumer Profile
    • 36. KPI’s: Awareness (TOM, Spontaneous), Trial, Usage, Preference, Heard of, Intention to Buy
    • 37. Conversion Rates
    • 38. Targeting Evaluation
    • 39. Telephone interviews, random sample
    • 40. Monthly collection
    • 41. 1,000 contacts for each market, only category users selected
    • 42. Urban, 14-65 (except alcohol, insurance and banking which is 18-65)
    6
  • 43. FUTURELAB
    Net Promoter Score Benchmarking
    Industry: Consumer Products
    Country: Romania
    Net Promoter Score
    Conducted by:
    The Net Promoter (tm) Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company
  • 44. Lukoil
    N = 200
    Mol
    N = 182
    -0.5
    24.7
    OMV
    N = 259
    34.7
    43.1
    Petrom
    N = 545
    34.5
    34.1
    Rompetrol
    N = 246
    Market Average
    (mean of NPS of the brands measured)
    Gas Station: Recommendation of the Used Brand
    NPS*
    %
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    8
  • 45. Activia
    N = 133
    63.2
    39.3
    18.1
    Danone Natural Nutriday
    N = 572
    34.9
    30.0
    Milli
    N = 127
    25.4
    Napolact
    N = 172
    Tnuva
    N = 120
    Market Average
    (mean of NPS of the brands measured)
    Plain Yoghurt: Recommendation of the Used Brand
    NPS*
    %
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    9
  • 46. Activia
    N = 119
    Danone (unspecified)
    N = 326
    Market Average
    (mean of NPS of the brands measured)
    Fruit Yoghurt: Recommendation of the Used Brand
    NPS*
    %
    56.3
    41.1
    41.1
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    10
  • 47. Delma
    N = 502
    35.9
    20.8
    Linco
    N = 159
    50.6
    Rama
    N = 318
    18.1
    28.2
    Wiesana
    N = 155
    Market Average
    (mean of NPS of the brands measured)
    Margarine: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    11
  • 48. Borsec
    N = 601
    54.2
    Bucovina
    N = 158
    47.5
    Izvorul Alb(Dorna)
    N = 563
    48.3
    Izvorul Minunilor
    N = 338
    30.2
    Perla Harghitei
    N = 113
    43.4
    Roua / Roua Muntilor
    N = 100
    27.0
    Market Average
    (mean of NPS of the brands measured)
    30.2
    Still Water: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    12
  • 49. Borsec
    N = 642
    58.4
    Dorna
    N = 324
    42.3
    Izvorul Minunilor
    N = 354
    31.6
    Perla Harghitei
    N = 181
    25.4
    Poiana Negri
    N = 140
    29.3
    Tusnad
    N = 119
    26.1
    Market Average
    (mean of NPS of
    the brands measured)
    29.9
    Sparkling Water: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    13
  • 50. Cappy (nespecificat)
    N = 223
    45.3
    50.2
    Prigat Nectar
    N = 422
    55.0
    Santal
    N = 202
    33.7
    Tymbark
    N = 101
    46.6
    Market Average
    (mean of NPS of the brands measured)
    Nectar and Natural Juice 100%: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    14
  • 51. 35.2
    Cappy (unspecified)
    N = 179
    32.4
    Giusto Natura
    N = 105
    46.3
    37.9
    Prigat (unspecified)
    N = 227
    Market Average
    (mean of NPS of the brands measured)
    Still Drink: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    15
  • 52. 62.9
    Nurofen Raceala&Gripa
    N = 175
    53.3
    Paracetamol
    N = 229
    49.5
    Market Average
    (mean of NPS of the brands
    measured)
    Cough and cold meds: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    16
  • 53. 3.4
    Algocalmin
    N = 444
    -10.1
    Antinevralgic P
    N = 99
    46.8
    Nurofen
    N = 293
    6.1
    Paracetamol
    N = 131
    21.3
    Market Average
    (mean of NPS of the brands
    measured)
    Analgesics: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    17
  • 54. BCR - Banca Comerciala Romana
    N = 462
    27.3
    17.3
    BRD - Banca Romana de Dezvoltare
    N = 475
    32.7
    -9.4
    Banca Transilvania
    N = 226
    44.1
    Bancpost
    N = 159
    29.8
    19.0
    ING Bank
    N = 161
    Raiffeisen Bank
    N = 309
    Market Average
    (mean of NPS of the brands
    measured)
    Banks: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    18
  • 55. 55.5
    Axion
    N = 640
    74.5
    64.1
    Fairy
    N = 595
    60.2
    Pur
    N = 834
    Market Average
    (mean of NPS of the brands
    measured)
    Dishwashing detergent: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    19
  • 56. Avon; N = 113
    53.1
    Clear; N = 192
    Dove; N = 161
    65.6
    Elseve; N = 126
    71.4
    Garnier Fructis; N = 182
    Head & Shoulders; N = 729
    75.4
    Nivea; N = 284
    Palmolive; N = 121
    58.8
    Pantene; N = 229
    Schauma; N = 126
    62.1
    Wash&Go; N = 362
    63.7
    Market Average
    (mean of NPS of the brands
    measured)
    38.8
    57.6
    33.3
    47.5
    59.5
    Shampoo: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    20
  • 57. Avon
    N = 384
    52.6
    Adidas
    N = 143
    55.2
    Dove
    N = 397
    78.1
    Fa
    N = 152
    32.9
    Nivea
    N = 473
    65.1
    Palmolive
    N = 319
    47.6
    Market Average
    (mean of NPS of the brands
    measured)
    50.7
    Shower Gel: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    21
  • 58. Aquafresh
    N = 181
    50.8
    61.3
    Blend A Med
    N = 640
    68.3
    Colgate
    N = 1560
    67.9
    57.4
    Sensodyne
    N = 218
    Market Average
    (mean of NPS of the brands
    measured)
    Tooth Paste: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    22
  • 59. 38.8
    Argus
    N = 178
    59.1
    Bunica
    N = 707
    47.0
    Floriol
    N = 481
    9.7
    Raza Soarelui
    N = 185
    44.6
    Unisol
    N = 388
    31.3
    Ulvex
    N = 182
    29.2
    Market Average
    (mean of NPS of the brands
    measured)
    Cooking oil: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    23
  • 60. 12.9
    Aldis
    N = 202
    28.9
    Campofrio
    N = 308
    26.4
    Caroli
    N = 174
    43.0
    Cris Tim
    N = 395
    45.3
    Matache Macelarul
    N = 161
    33.3
    Market Average
    (mean of NPS of the brands
    measured)
    Processed Meat : Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    24
  • 61. Africana
    N = 217
    -8.8
    Heidi
    N = 125
    47.2
    Kandia
    N = 160
    41.9
    Laura
    N = 136
    -12.5
    Milka
    N = 479
    Poiana
    N = 534
    70.4
    Primola
    N = 215
    39.9
    Market Average
    (mean of NPS of the brands
    measured)
    33.0
    28.1
    Chocolate (Tablets): Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    25
  • 62. 66.1
    Joe
    N = 171
    60.2
    Lion
    N = 133
    57.5
    Mars
    N = 134
    68.2
    Snickers
    N = 217
    56.4
    Twix
    N = 94
    55.0
    Market Average
    (mean of NPS of the brands
    measured)
    Chocolate Bars and wafers : Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    26
  • 63. Amaroy
    N = 205
    50.7
    Elite unspecified
    N = 177
    35.0
    Doncafe unspecified
    N = 121
    34.7
    Jacobs (unspecified)
    N = 644
    60.7
    Jacobs Kronung (Green)
    N = 151
    60.3
    Lavazza
    N = 181
    56.9
    Market Average
    (mean of NPS of the brands
    measured)
    40.1
    Coffee R&G: Recommendation of the Used Brand
    %
    NPS*
    *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0)
    Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure”
    27
  • 64. Key objectives for the NPS
    Simple measurement, benchmarking and
    prediction
    Deeper understanding and identification of
    focal points
    A way to balance short and long term
  • 65. Want to know more about your NPS score?
    Call us to find out more about the Net Promoter Score, your results in the Romanian Benchmark Study and ways in which you can turn this data into sustainable business growth.
    Contact Ramona Pătrășcanu,
    Futurelab Associate Bucharest at:
    • rpa@futurelab.net
    • 66. 0751229217
    FUTURELAB
    We assist
    • Marketers to maximise the return on their marketing investment.
    • 67. Innovators to come up with meaningful propositions.
    • 68. CEO’s to grow profits through customer-centricity.
    THE ARCHITECTS
    Some Credentials
    Astra Zeneca
    Deloitte
    Fortis Investments
    Heineken
    Hewlett Packard
    Lego
    Management Centre Europe
    Mobistar
    Athens
    Brussels
    Bucharest
    Hamburg
    Iasi
    Kiev
    Moscow
    Shanghai
  • 69. FUTURELAB
    OUR CREDENTIALS
    Selected brands we recently served
    Futurelab Blogs
    Online Publications
    A Dedication to Excellence
    • Close to 100,000 readers
    • 70. International “standard” works
    • 71. High profile readership
    • 72. One – rapidly expanding - international team
    • 73. Blending experience, talent and research
    • 74. Dedicated to bold pragmatism in all we do
    • 75. +75,000 high-profile readers
    • 76. Top 50 in AdAge Power 150
    • 77. ca. 10,000 daily feed readers
  • Daedalus Group Companies and their core competencies
    • Daedalus Group is a one-stop-shop for information and business knowledge services.
    • 78. The group has been set up in order to provide two major advantages to its clients:
    • 79. High degree of specialisation and high professional standards are ensured through the existence of separate group entities
    • 80. Clients benefit from significant savings obtained through integrating complementary services
    • 81. Vertical integration of research, business intelligence and consulting is the group’s competitive advantage when it comes to complex projects. On one side, the companies within the group have predefined interfaces between them, assuring thus time saving, better communication and higher integration of the project objectives. On the other hand, coordination of the activities is provided internally, eliminating wasting of resources and additional costs
    • 82. Each company within the group is considered a preferred partner in terms of priority of the job and in terms of price – therefore the Group as an entity is more flexible and less expensive as compared to any subcontracting alternative.
  • 2008
    1996
    1999
    2001
    2003
    2005
    2006
    2007
    Daedalus is one of the most dynamic marketing research companies in Romania
    Daedalus expands regionally; 15% of total revenue are from regional projects. Consolidated revenue reaches almost EUR 2.5m
    Daedalus becomes a member of Millward Brown international network, adding state-of-the-art products to the offer.
    Marketing strategy and consulting services become part of Daedalus offer. The company has more than 30 full-time employees
    Company just founded. The turnover is little over $20,000
    Daedalus becomes Daedalus Millward Brown. Consolidated revenue exceeds EUR 3m.
    Fieldwork and Intelligence divisions spin-off. Daedalus becomes a Group of companies offering data gathering, marketing research, business intelligence and marketing consulting. Consolidated revenue exceeds EUR 2m
    Revenue exceeds Eur 1m. We start our first multi-country project
    Company splits in two divisions - qualitative and quantitative; development of 6 regional offices for fieldwork coordination