The document describes a brand tracking study called the JuxtConsult Brand Scorecard that measures various aspects of brand performance on a monthly basis. It measures a brand's current performance as well as its "future readiness" across factors like sustenance, persuasive power, consumer pull, loyalty, and momentum compared to competing brands. It provides reasons for why a brand is preferred more or less than competitors.

1. JuxtConsult Brand ScoreCard TM Track how ‘ready’ is your brand to compete for future market shares!

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

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%

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