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Juxt Consult Brand Scorecard Offline Category Snapshot

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Brand Scorecard is a periodic study undertaken to track a brand's performance at all key ‘consumer-brand interaction' milestones such as ad recall, brand recall, brand royalty and usage habits. The …

Brand Scorecard is a periodic study undertaken to track a brand's performance at all key ‘consumer-brand interaction' milestones such as ad recall, brand recall, brand royalty and usage habits. The study is indispensable for those aiming to compete for future market shares.This particular study helps in understanding brand's current performance in the Online Share trading category

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  • 1. JuxtConsult Brand ScoreCard TM How ‘ready’ is your brand to compete for future market shares! Airtel Category: Mobile Services October-November 2008
  • 2. * Relative Index – relative to the top brand being 100%
  • 3. Brand Momentux™ Map Brand Momentum 2.0 Mass Driven Airtel Size Vodafone 1.5 BSNL Idea Brand Mass Reliance Aircel Tata Indicom BPL mobile 1.0 MTNL Spice Speed Driven Virgin 0.5 0.0 0.5 1.0 Brand Speed 1.5 2.0 Logarithmic scale
  • 4. Product Brand Perceptual Map 1.0 Airtel GSM Pre-paid .5 BSNL BPL Mobile Aircel CDMA Post-paid 0.0 Tata Indicom Idea Reliance -.5 CDMA Pre-paid GSM Post-paid Attribute -1.0 Vodafone -1.5 -1.0 -.5 0.0 .5 1.0 1.5 2.0 Brand 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
  • 5. Attribute Brand Perceptual Map 1.5 Widest range of VAS features Efficient & helpful billing dispute resolution 1.0 Highly satisfied with past usage BSNL Widest range of tariff plans Lowest domestic call tariffs (local, STD) .5 Tata Indicom Vodafone 0.0 Least call drops, dead zones Reflects my style and status the best Best customer service staff Virgin Idea Airtel Lowest ISD call tariffs Widest range of pre-paid recharge amounts Best network coverage nationwide Best customer service -.5 Convenient bill payment options Best flexibility in validity periods Widest range of basic service features Best flexibility in changing tariff plans Convenient pre-paid recharging options Attribute -1.0 Best signal and network strength on roaming Reliance -1.5 -3 -2 -1 0 1 2 Brand 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
  • 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
  • 7. JuxtConsult Brand Track Framework © Brand Visibility TOM Ad Recall (share of voice) Brand Sustenance Brand Consideration TOM Brand Recall (share of mind) Brand Persuasion Brand Preference Brand Likely to Buy (share of preference) Brand Pull Brand Loyalty Brand use currently Brand Switch Brand Repeat Purchase (share of consumers) Likely Switchers (Net) Likely Loyal Users Brand Momentum
  • 8. Key Brand Scorecard Measures! Brand Sustenance Ratio of TOM Brand Recall TOM Ad Recall How much does the brand transcend the ad Ratio of Intention to Purchase Brand Brand Persuasion Spontaneous Brand Recall How persuasive is the brand story Brand Pull Ratio of Likely Switch-ins to the Brand Likely Switch-outs from the Brand Brand’s ability to attract new/competitive brand consumers Brand Loyalty Ratio of Likely to Continue Buying the Brand How much is the brand retaining its existing consumers Total Current Users of the Brand
  • 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 Preferred Current Users of the Brand Total Current Users of the Category Brand share on most-preferred brand usage basis Brand MomentuxTM Brand Mass x Brand Speed Accelerators Current Users x Brand Persuasion factor, Brand Pull Brand’s competitive-readiness for future market shares factor, Brand Loyalty factor
  • 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 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)
  • 11. Respondent Profile – Mobile Services October-November 2008 Demographic Attributes Brand Scorecard Respondent Profile (Sample – 1,092) Gender Male 71% Female 29% Age Distribution Below 13 years Not included in study 13-18 years 10% 19-24 years 30% 25-35 years 36% 36-45 years 16% Above 45 years 7% City Type Up to 1 Lakh 31% (Population Size) 1-10 Lakhs 21% 10 Lakhs plus 48% Region-wise Distribution North 23% East 8% South 29% West 40%
  • 12. Respondent Profile – Mobile Services October-November 2008 Demographic Attributes Brand Scorecard Respondent Profile (Sample – 1,092) Socio-economic Classification SEC - A 21% SEC - B 33% SEC - C 29% SEC - D 12% SEC - E 5% Monthly Household Income Up to Rs. 10,000 45% Rs. 10,000 – Rs. 30,000 37% Rs. 30,000 – Rs. 50,000 8% Above Rs. 50,000 10% Most Expensive Vehicle in the HH 4-wheeler 12% 2-wheeler 50% Bi-cycle / others 20% Don't own any vehicle 18%
  • 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
  • 14. JuxtConsult Brand ScoreCard Track TM Pricing of Reports One Time Report* Annual Subscription* (1 month report) (12 monthly reports) Rs. 75,000 Rs. 360,000 * 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 30th) • Report Delivery Format : PDF
  • 15. Contact Details • 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
  • 16. Thank You!