Brand Performance and Effectiveness - Online News Category

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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 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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Brand Performance and Effectiveness - Online News Category

  1. 1. JuxtConsult Brand ScoreCard TM Track how ‘ready’ is your brand to compete for future market shares!
  2. 2. Study Overview The first syndicated brand tracking study that proposes to measure your brand performance at the category level on a 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
  3. 3. 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 Loyalty Brand Pull Brand use currently Brand Repeat Purchase Brand Switch (share of consumers) Likely Switchers (Net) Likely Loyal Users Brand Momentum
  4. 4. 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 Total Current Users of the Brand How much is the brand retaining its existing consumers
  5. 5. 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
  6. 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 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 online Indians across SEC classes, age groups, income groups and town classes (using appropriate 'demographic multipliers‘ from JuxtConsult India Online 2008 Study)
  7. 7. The Report Index 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
  8. 8. Brand Scorecard Sample Category: Online News August 2008
  9. 9. ly n O ple am S
  10. 10. ly n O ple am S * Relative Index – relative to the top brand being 100%
  11. 11. ly n OBrand Momentux™ Map ple am S Brand Momentum 2.0 Mass Driven Size Brand Mass Yahoo 1.5 Speed Driven BBC Rediff NDTV Timesofindia Google news Indiatimes MSN Aajtak Moneycontrol CNN 1.0 1.0 1.5 2.0 Brand Speed Logarithmic scale
  12. 12. lyBrand Perceptual Map On ple am 2 S Rediff 1 Check for latest cricket scores Check for entertainment content Check business/financial news info Check news/scores in others sports Economictimes MSN Read health/lifestyle articles Moneycontrol CNBC Timesofindia Indiatimes Yahoo 0 Read day's news & in-depth reporting Aajtak Google News Participate in opinion poll Check for latest national news/updates NDTV CNN Check photogallery/videos -1 Check for latest international news/updates -2 BBC Attribut e -3 -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
  13. 13. ly On Respondent Profile – Online News ple m Sa August 2008 Demographic Attributes Respondent Profile Sample size – 1,118 Representation Size - 27 million Male 83% Gender Female 17% Age Distribution Below 13 years Not included in study 13-18 years 5% 19-24 years 32% 25-35 years 45% 36-45 years 10% Above 45 years 8% City Type Up to 1 Lakh 14% (Population Size) 1-5 Lakhs 9% 5-10 Lakhs 40% Above 10 Lakhs 37% City Type Metro 33% (Market Size) Urban uptowns 7% Emerging Towns 17% Others 43%
  14. 14. ly On Respondent Profile – Online News ple m Sa August 2008 Respondent Profile Sample size – 1,118 Demographic Attributes Representation Size - 27 million Region-wise Distribution North 23% East 16% South 31% West 30% Socio-economic Classification SEC - A 32% SEC - B 35% SEC - C 23% SEC - D 8% SEC - E 2% Monthly Household Income Up to Rs. 10,000 37% Rs. 10,000 – Rs. 30,000 41% Rs. 30,000 – Rs. 50,000 10% Above Rs. 50,000 12% Most Expensive Vehicle in the HH 4-wheeler 16% 2-wheeler 54% Bi-cycle / others 14% Don't own any vehicle 16%
  15. 15. 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
  16. 16. 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
  17. 17. Thank You!

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