2010 Top of Mind Survey - MI and Pro Audio market in Brazil

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2010 Top of Mind Survey - MI and Pro Audio market in Brazil

2010 Top of Mind Survey - MI and Pro Audio market in Brazil

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  • 1. HistóricoBUYNOW Top of Mind Survey 2010 • 2011
  • 2. HistóricoThe Datafolha is a leading research institute in Brazil 1983 A research department was created in the group Folha da Manhã. (major newspaper of São Paulo) Datafolha research department was chosen to be responsible 1989 for the running of ballot counts for the Brazilian presidential elections 1990 Datafolha begins its research operations 1996 The department becomes a separate business entity Buy now: pesquisa@musicaemercado.com.br
  • 3. Current structure Histórico Opinion (poll) Market division divisionElectoral research QualitativeOpinion research Quantitative(editorial content) -Ad Hoc (on order) -ContinuousSports statistics -Media research Planning Field Support Processing Data mining and analysis Administration and IT Buy now: pesquisa@musicaemercado.com.br
  • 4. Histórico Survey Objective 2010/2011Identify the Top of Mind brands within each category of musical instruments, audio and lighting equipment among retail professionals of musical instruments, audio and lighting equipment. Buy now: pesquisa@musicaemercado.com.br 5
  • 5. The survey Histórico more information = better strategies• Monitor your competitors’ positioning in the market• Find out what product line would perform best in different scenarios• Over 160 pages of data and graphs• Analyze by product category, by store profile• Analyze brand awareness among high and mid volume stores• Complete report covering the main categories of audio equipment and musical instruments Buy now: pesquisa@musicaemercado.com.br
  • 6. The survey Histórico Objective Methodology Top of Mind and Awareness –Musical instruments High and mid volume stores were interviewed- Drums- Strings- Bass- Electric Guitar- Multipurpose amplifier- Cymbals- Harmonica- Acoustic guitar- Amplifiers for guitars and bass- Drum Heads- Keyboards- Digital piano- Wind instruments- Percussion 7
  • 7. The survey Histórico Top of Mind and Awareness – Audio and lighting Equipment- Microphone- Mixer High and mid volume stores were interviewed- Speaker- Loud speaker- Lighting- Cables- Power- Effects Profile of population surveyed- Sex, age, schooling, academic background- Job title- Years of experience in retail of musical instruments, audio and lighting equipment- Years of working in the store Profile of stores- Number of employees- Monthly sales-Types of equipments sold- Square footage Buy now: pesquisa@musicaemercado.com.br 8
  • 8. Histórico Purchase your copy today BUY NOW and get ahead of competition• Analyze the market fully (manufacturers and distributers)• Discover your competitors’ advantages in the market• Define your positioning for 2011• Redefine, revise your strategies• Be better informed to create competitive strategies• Take full advantage of opportunities in the market• Identify the most interesting niches• PLUS two free hours of consultation with our very own head of market research regarding the brazilian market Buy now: + 1 514 245-8286
  • 9. The research report Histórico Includes The research report is a total of 14 categories in MIavailable in both English AND 8 categories in audio Buy now: + 1 514 245-8286
  • 10. HistóricoTop of Mind + Brand Awareness(remembering brands) in categories of audioequipment and musical instruments. Which means: Most remembered brand leading brand Buy now: pesquisa@musicaemercado.com.br
  • 11. Concept Histórico We all have associations to brands and products in our mindsBuy now: pesquisa@musicaemercado.com.br
  • 12. ConceptExemplo de fora do mercado: Histórico 3% 3% 1% 1% 9% 2% 13%
  • 13. Concept Histórico High brand recognition(Top of Mind|Brand Awareness) + Business contacts = More sales Buy now: pesquisa@musicaemercado.com.br
  • 14. ConceptProduct = Physical Qualities + Intangible Qualities + Psychological QualitiesObjective Components After-sale Service ImageServices Quality of Product Guarantees PositioningPeople Brand Perceived QualityPoint of sale Packaging SatisfactionOrganization Design ExpectationsIdeas PerceptionsInstitutional Needs Buy now: pesquisa@musicaemercado.com.br
  • 15. Concept Histórico Exemplo de fora do mercado:Products with higher recognition/recollection are more likely to sell more 15.00 1 11.25 Waiter, can you please 7.50 bring me a Coke? 3.75 0
  • 16. The research report HistóricoSample Includes a total of 14 categories in MI AND 8 categories in audio Buy now: + 1 514 245-8286
  • 17. EX AM PLE Histórico Top of Mind • Digital Processors Behringer 35 1º place DBX 7 Alesis 7 Includes a total of 14 2º place Yamaha 4 categories in MI AND 8 categories in audio Ciclotron 3 Outras respostas 16 Não sabe / nenhuma 28 Top of Mind vs. AwarenessQ.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of MULTIPURPOSE AMPLIFIERS?Base: Total – 255 interviews 21
  • 18. EX AM PLE Histórico Awareness • Digital Processors 1º place Behringer 47 DBX 12 Alesis 12 2º place Yamaha 12 Ciclotron 6 Zoom 3 Includes 3º place Digitech 3 a total of 14 Lexsen 2 categories in MI AND 8 categories Hot Sound 2 in audio SKP 2 Boss 2 Roland 2 Oneal 2 Staner 2 Others responses 19 Don’t know/none 28 Top of Mind vs. AwarenessQ.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?Base: Total – 300 interviews 21
  • 19. EX AM PLE Histórico Top of Mind • Digital Processors Music Shops Country region Brands South Centre/ North South east east North 1º 2ºQ.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?Base: Total – 300 interviews 22
  • 20. Digital Processors Histórico Top of Mind How long work Gender Age in the area Brands Less btw Until btw btw +50 + Male Female than 5-10 #30 #30-40 #40-50 #10 #5 1st Place 2nd Place PLE! M SAQ.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?Base: Total – 300 interviews 23
  • 21. Digital Processors Histórico Awareness Music Shops Country region Brands South Centre/ North South east east North 1º place 2º place PLE! M SA 3º placeQ.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?Base: Total – 300 interviews 24
  • 22. Digital Processors Histórico Awareness Age How long work Gender in the area Brands Less Male Until btw btw btw Female +50 than + #10 #30 #30-40 #40-50 5-10 #5 1º place 2º place PLE! M 3º place SAQ.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?Base: Total – 300 interviews 25
  • 23. Histórico Get your copy TODAY and get ahead of competition• Price: USD 3,240 PLUS two free hours(can be paid in three monthly installments) of consultation with our very own head of market research regarding the brazilian marketCALL NOW +1 514 245-8286or email Pesquisa@musicaemercado.com.br