Consumer Life Cycle Research - Brand Pioneers 2012

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Consumer Life Cycle presentation by Peter-Paul Laumans - Brand Pioneers - Utrecht - June 19, 2012.

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Consumer Life Cycle Research - Brand Pioneers 2012

  1. 1. Consumer Life Cycle Research Brand Pioneers 2012
  2. 2. StoryObservations Our Solution Future
  3. 3. The Era of more...More Brands More Media More Interaction More Choice More Knowledge More Alternatives More .....
  4. 4. But also ....More Methodologies More Agencies More Reports More .....
  5. 5. Declining grip on the consumer
  6. 6. HOW DO WE..... win the HEART of the consumer?beat competition? make a profit (ROI)?
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
  8. 8. NOKIA CASE What went wrong? !"#$%&$"(#)$"#$%&*+, -$%"*,.$#,&",*,7&1.$&", -$%"*,.**/0,1*23&44*"#&5$*+#.6 -$%"*,01,0,15+1$0./&63*$",# 8$##&%,7&9205,:7*"&433$";3*$",<*#,,5+#,=$20;&=.*60.,60"%205/&,#705&
  9. 9. MarketingNavigate via the mostefficient route into thehearts of the consumers =Loyal customers and Brand Lovers
  10. 10. How do we measure that?
  11. 11. Our solution
  12. 12. Consumer CentricityPeople are leading in change
  13. 13. Clear KPI’s
  14. 14. Consumer Life Cycle Principle!"#$%&"()*"+,-./"0#$1-#2"3-1" !"#$%&""()*+"(+),-"%." 3,&4)542"3,$4$&")6" /(+"0,)$-" .#/0% !"#$% ,-+% &"(% !"#$%&"()*#$+&,"-."" /0)&".#$1"01*&"-1" !"#$%%"&()$*+,"$-."" 2&)-0,3"4"*())&1.56" #$%%"(-",+/+&-"$-0" (+&"-." )*+% !"#$%&"()&*"$"+&$,"-./&"
  15. 15. Consumer Life Cycle Monitoring Online Brand Performance ToolHolistic Thoughtful On demand Founded
  16. 16. Holistic TOM Preference Spontaneous NPS Aided Loyalty Recognition .#/0% !"#$% ,-+% &"(% SpontaneousBuying AssociationCriteria Image )*+% Consideration Buying Intention
  17. 17. ThoughtfulApplicable for all consumers Clear principle Measurable Market
  18. 18. On demandOnline 24/7 Available Dashboard Customisable
  19. 19. FoundedRepresentative Continuous International KPI’s Proven
  20. 20. Essential Elements1. Well thought adoptive questionnaire2. Real consumer opinions3. Robust IT infrastructure4. Intuitive user interface
  21. 21. KPI’s Know Want Try Buy LoveKPI’s: 95% | 90% 75% | 72% 50% | 53% 25% | 21% 4% | 2% Deodorant Market Netherlands April 2012 N=500 Nat. Rep. on age, region and gender
  22. 22. CLC Benchmark Deo Market !"#$%&()*+,)!-./)0(1#2)3(,"(&1#.)) 910:$ ;21<$$ =>?$ @A?$ B05.$!"#$ !%#$ !&#$ !%#$ #$ )&#$ )*#$ ((#$ (&#$ "(#$ ""#$ "*#$ +"#$ +,#$ *(#$ &+#$ &,#$ ,#$ ,&#$ ,,#$ ,#$ &#$ ,#$ ,#$ %#$ -./012$ 345.2$ 605.$ 721./$$ 82$ Deodorant Market Netherlands April 2012 N=500 Nat. Rep. on age, region and gender
  23. 23. Image grid >*?7."+ !6*"+ A76*+ ;".*?+ @"+ !"#$$%&()*+,*$%+ !"#$ %#$ %#$ *#$ !(#$ + -".,+/*%)*.0+ %#$ ,#$ ,#$ )#$ !-#$ + 1$0*%/*#2+ !&#$ !*#$ !#$ !"#$ +#$ +3""#+#%".245+#*,*.+ #$ ,#$ )#$ ,#$ !#$ + 16*%"&+#*+)774+ !"#$ ,#$ *#$ !*#$ &#$ + 8**&+6"%"9*2+ !#$ !**#$ !&#$ !*+#$ *&#$ +:77*+6*%4")).,+ !(#$ !&#$ (#$ !-#$ ,#$ + ,7*0)774+ !&#$ *#$ !&#$ !+#$ (#$ + ;4%**)#+<(+"".+ )#$ -#$ *"#$ +#$ !+#$ + 247%9*=+ *(#$ !#$ !*+#$ %#$ !#$ !+)#$ )#$ +)#$ !+)#$ )#$ +)#$ !+)#$ )#$ +)#$ !+)#$ )#$ +)#$ !+)#$ )#$ +)#$
  24. 24. Promise50% of your marketing budget is wasted, only you do not know what 50%
  25. 25. PromiseBetter understanding of your marketing budget(cost reduction)What really matters when consumers buy(risk reduction)What drives consumers to stay loyal and becomebrand lovers(Financial growth)
  26. 26. BenefitsAlways in controlActionable intelligence to marketersRapid interventions
  27. 27. Results More accurate strategic market information complete picture of your brand’s current competitive position Better strategic decisions Better performing brandsWhat gets measured, gets done!
  28. 28. Launch date 18 September 2012
  29. 29. Future
  30. 30. Extra Predictive Market InformationConsumer Consumer Trends Wants Overall Category Values Values
  31. 31. Product ProductFrustration Ideas Green fields Innovation
  32. 32. International online researchYour source for European Market Information 1.3 Million European consumers 13 European countries Local Experts

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