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Brand Scorecard Brochure

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Track how ‘ready’ is your brand to compete for future market shares

Track how ‘ready’ is your brand to compete for future market shares

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  • 1. JuxtConsult Brand ScoreCard TM Track how ‘ready’ is your brand to compete for future market shares!
  • 2.
    • The first syndicated brand tracking study that proposes to measure your brand performance at the category level on a monthly basis
    • The Brand Scorecard TM not only measures the current performance of your brand but also its future-readiness (the ‘momentum’ with which it is moving to compete for future market shares)
    • Measures the ‘sustenance power’, ‘persuasive power’, ‘consumer pull’, ‘loyalty’ and ‘momentum’ of your brand vis-à-vis the competing brands in the category
    • Gives you the key reasons why your brand is preferred more (or less) vis-à-vis the competing brands
    Study Overview
  • 3. JuxtConsult Brand Track Framework © Brand Momentum Brand Visibility TOM Ad Recall (share of voice) Brand Consideration TOM Brand Recall (share of mind) Brand Sustenance Brand Preference Brand Likely to Buy (share of preference) Brand Persuasion Brand Loyalty Brand Pull Brand Switch Brand Repeat Purchase Likely Loyal Users Likely Switchers (Net) Brand use currently (share of consumers)
  • 4. Brand Sustenance Ratio of TOM Brand Recall TOM Ad Recall How much does the brand transcend the ad Key Brand Scorecard Measures! Brand Persuasion How persuasive is the brand story Ratio of Intention to Purchase Brand Spontaneous Brand Recall Brand Pull Brand’s ability to attract new/competitive brand consumers Ratio of Likely Switch-ins to the Brand Likely Switch-outs from the Brand Brand Loyalty How much is the brand retaining its existing consumers Ratio of Likely to Continue Buying the Brand Total Current Users of the Brand
  • 5. Secondary Brand Share Total Current Users of the Brand Total Current Users of the Category Brand share on multiple brand usage basis Key Brand Scorecard Measures! Primary Brand Share Brand share on most-preferred brand usage basis Preferred Current Users of the Brand Total Current Users of the Category Brand Momentux TM Brand’s competitive-readiness for future market shares Brand Mass x Brand Speed Accelerators Current Users x Brand Persuasion factor, Brand Pull factor, Brand Loyalty factor
  • 6. Study Methodology
    • Monthly brand tracking and reporting
    • Reporting sample of over 1,000 category relevant respondents every month. Both intended and current category users captured
    • Online survey conducted with JuxtConsult’s Consumer Panel (www.getcounted.net) . The panel has over 110,000 consumers representing over 291 million (or 86% of all) urban consumers. Over 10,000 new members get added every month
    • Data made representative of all urban Indians across SEC classes, gender, age groups, town classes and regions (using appropriate 'demographic multipliers‘ from JuxtConsult’s annual land survey conducted among 12,500 urban households covering ‘all socio-economic strata’ in 40 cities representing ‘all town classes’ by population size)
  • 7.
    • Overall ‘category’ level brand tracking and brand scorecard analysis
    • Brand parameters reported:
      • Ad Scores (TOM ad recall, source of ad recall)
      • Brand Mindshare Scores (TOM brand recall, source of recall, Total aided brand awareness)
      • Brand Perception Map
      • Brand Shares (Secondary - multiple usage basis, Primary - preferred usage basis)
      • Reasons for preference for the primary brands
      • Overall usage satisfaction rating for the primary brand
      • Brand Performance Scores (Mind and Brand share conversion ratios, Sustenance, Persuasion, Pull, Loyalty, Momentum)
    • Change reporting to start only from the second month
    • Custom and segment level reporting can be considered separately at additional cost*
    * depending on the sufficiency of sample size of required segment cuts The Report Index
  • 8. Brand Scorecard Sample Category: Aerated Soft Drinks December 2008
  • 9. Sample Only
  • 10. * Relative Index – relative to the top brand being 100% Sample Only
  • 11. Brand Momentux™ Map Logarithmic scale Sample Only
  • 12. Attribute Brand Perceptual Map The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes. The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all Sample Only
  • 13. Respondent Profile – Aerated Soft Drinks December 2008 Sample Only Demographic Attributes Brand Scorecard Respondent Profile Sample – 1,354 Urban Population Representation – 122 million Gender Male 69% Female 31% Age Distribution Below 13 years Not included in study 13-18 years 12% 19-24 years 28% 25-35 years 44% 36-45 years 11% Above 45 years 5% City Type Up to 1 Lakh 32% (Population Size) 1-10 Lakhs 23% 10 Lakhs plus 44% Region-wise Distribution North 22% East 6% South 27% West 45%
  • 14. Respondent Profile – Aerated Soft Drinks December 2008 Sample Only Demographic Attributes Brand Scorecard Respondent Profile Sample – 1,354 Urban Population Representation – 122 million Socio-economic Classification SEC - A 19% SEC - B 24% SEC - C 38% SEC - D 14% SEC - E 5% Monthly Household Income Up to Rs. 10,000 62% Rs. 10,000 – Rs. 30,000 27% Rs. 30,000 – Rs. 50,000 5% Above Rs. 50,000 6% Most Expensive Vehicle in the HH 4-wheeler 10% 2-wheeler 51% Bi-cycle / others 14% Don't own any vehicle 25%
  • 15. JuxtConsult Brand ScoreCard TM Track Pricing of Reports * 12.36% service tax extra
    • Payment Terms : One Time Report: 100% advance
    • : Annual Subscription: 50% advance, 50% at 6 months
    • Delivery Timeline : First Report: 1 week from date of order
            • : Monthly Reports: Every month end (by 30 th )
    • Report Delivery Format : PDF
    One Time Report* (1 month report) Annual Subscription* (12 monthly reports) Rs. 75,000 Rs. 480,000
  • 16.
    • Address : 3, Kehar Singh Estate, 1st Floor, Westend
    • Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030
    • Telephone : +91-11-29535098, +91-9811256502
    • Contact Person : Sanjay Tiwari
    • Email : sanjay@juxtconsult.com
    • Website : www.juxtconsult.com
    Contact Details
  • 17. Thank You!

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