5. Brand ScorecardTM
4
Attribute
Brand
Perceptual
Map
Brand
1.51.0.50.0-.5-1.0
Attribute
1.0
.8
.6
.4
.2
0.0
-.2
-.4
-.6
-.8
Bestbrand image/reputation
Impressed byits ad the most
Bestfeatureswithin mybudgetrange
Highestguarantee/warrantyin the market
Has the bestafter sale service
Bestpicture quality
Bestaudio quality
Lowestpriced amongall
Phillips
Onida
Videocon
Sony
LG
Highlysatisfied with its pastusage
Become habitual ofusingthis brand
Has the besttechnologyamongall
Reflects mystyle, personalityand status the best
Widestrange/models to choose form
Mosttrendyand well designed
Easilyavailable nearmyhome/place ofwork
Samsung
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
7. Brand ScorecardTM
6
Study
Overview
The first syndicated brand tracking study that proposes to
measure your brand performance at the category level on
monthly basis
The Brand ScorecardTM
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
8. Brand ScorecardTM
7
JuxtConsult
Brand Track
Framework
Brand MomentumBrand Momentum
Brand Visibility TOM Ad Recall (share of voice)
Brand Consideration TOM Brand Recall (share of mind)
Brand Visibility TOM Ad Recall (share of voice)
Brand Consideration TOM Brand Recall (share of mind)
Brand SustenanceBrand Sustenance
Brand Preference Brand Likely to Buy (share of preference)Brand Preference Brand Likely to Buy (share of preference)
Brand PersuasionBrand Persuasion
Brand LoyaltyBrand LoyaltyBrand PullBrand Pull
Brand Switch Brand Repeat Purchase
Likely Loyal UsersLikely Switchers (Net)
Brand use currently
(share of consumers)Brand Switch Brand Repeat Purchase
Likely Loyal UsersLikely Switchers (Net)
Brand use currently
(share of consumers)
9. Brand ScorecardTM
8
Brand Sustenance Ratio of TOM Brand Recall
TOM Ad Recall
How much does the brand transcend the ad
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
Key Brand
Scorecard
Measures!
10. Brand ScorecardTM
9
Key Brand
Scorecard
Measures!
Secondary Brand Share Total Current Users of the Brand
Total Current Users of the Category
Brand share on multiple brand usage basis
Primary Brand Share
Brand share on most-preferred brand usage basis
Preferred Current Users of the Brand
Total Current Users of the Category
Brand MomentuxTM
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
11. Brand ScorecardTM
10
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 using JuxtConsult’s own net user
panel (www.getcounted.net). The panel has over 65,000
members already with 10,000 new members getting added
every month
Data made representative of all urban Indians across SEC
classes, age groups, income groups and 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)
12. Brand ScorecardTM
11
Respondent
Profile- Color
TV
September 2008
Demographic Attributes
Brand Scorecard
Respondent Profile
(Sample – 1,011)
Census 2001
Projected Actual
Urban Population
Male 73% 52%
Gender
Female 27% 48%
Below 13 years Not included in study NA
13-18 years 8% 16%
19-24 years 28% 17%
25-35 years 38% 27%
36-45 years 18% 18%
Age Distribution
Above 45 years 8% 22%
Up to 1 Lakh 33% 31%
1-5 Lakhs 15% 27%
City Type
(Population Size)
5 Lakhs plus 52% 42%
North 22% 24%
East 7% 15%
South 27% 29%
Region- wise
Distribution
West 44% 32%
13. Brand ScorecardTM
12
Most preferre
w
Google leadsd
r
e
in
ebsites fo
specific onlin
activities*
both ‘mind’
share and ‘user
share!activities*
Most preferred
websites for
pecific onlines
Respondent
Profile- Color
TV
September 2008
Demographic Attributes
Brand Scorecard
Respondent Profile
(Sample- 1,011)
Census 2001
Projected Actual
Urban Population
SEC - A 19% 9%
SEC - B 28% 18%
SEC - C 39% 25%
SEC - D 11% 26%
Socio- Economic
Classification
SEC - E 3% 22%
Up to Rs. 10,000 52%
Rs. 10,000 – Rs. 30,000 36%
Rs. 30,000 – Rs. 50,000 6%
Monthly
Household
Income
Above Rs. 50,000 6%
4-wheeler 12%
2-wheeler 36%
Bi-cycle / others 24%
Most Expensive
Vehicle in the
HH
Don't own any vehicle 28%
14. Brand ScorecardTM
13
The Report 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
15. Brand ScorecardTM
14
Pricing of
reports
One Time Report*
(1 month report)
Annual Subscription*
(12 monthly reports)
Rs. 75,000 Rs. 360,000
Payment Terms – One Time Report- 100% advance
Delivery Timeline – First Report- 1 week from the date of
order
Monthly Reports - Every month end (by 30th
)
Report Format - PDF
*12.36% service tax extra
