Nielsen 2013 preliminary case

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Nielsen 2013 case study round 1

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  • EXPLANATION:
    SEC refers to SOCIAL ECONOMIC CLASS, A means you are very affluent and wealthy, B means you are above average and C means you are average
  • EXPLANATION:
    This basically explains what needs to be reached in order to say a concept is acceptable
  • EXPLANATION: This chart explains pricing matters for the respective concepts
  • EXPLANATION: This chart shows the results of the concepts measured against the 6 success measures. What does that tell you about the concepts?
    Double click on chart to see actual numbers
  • EXPLANATION: This chart shows the results of the concepts measured against the 6 success measures. What does that tell you about the concepts?
    Double click on chart to see actual numbers
  • Verbatim from respondents during focus group discussions during the qualitative research phase
  • Done
  • EXPLANATION: Why does this information mean for the client?
  • Nielsen 2013 preliminary case

    1. 1. PRELIMINARY ROUND CASE STUDY THE 2013 NIELSEN CASE COMPETITION HO CHI MINH CITY EDITION
    2. 2. TIPS Read everything carefully • Determine who should review what? Allocate responsibilities amongst team wisely • Look at notes beneath slide for explanations • Don’t understand something? Try the appendix or Google search • Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Use details (charts, etc.) to support your recommendations • Not all information in the case study may be useful – it’s up to you to decide! • The key is to understand the story, all the slides put together tell a story 2
    3. 3. Copyright ©2012 The Nielsen Company. Confidential and proprietary. RULES REMINDER • You have 20 hours for preliminary case, no outside help is allowed, other than your 4 team members and the internet • All work must be original • Presentations should be in Microsoft PowerPoint format • All communications should be in English • Teams have no more than 15 minutes to present to judges (we will cut the time at exactly 15 minutes, no exceptions) followed by 10 minutes Q&A • Feel free to use other supporting sources via internet or library 3
    4. 4. BACKGROUND
    5. 5. Copyright ©2012 The Nielsen Company. Confidential and proprietary. ABOUT YOUR CLIENT: SUPER AUTO MATERIALS • Super Auto Materials (SAM) is headquartered in Europe and is one of the leaders in automotive care products distributing their products across 10 European markets. They sell products ranging from automotive soap, wax, leather care to engine cleaners. SAM products are distributed through wholesalers and are sold in various retail outlets. Page 5 5
    6. 6. Copyright ©2012 The Nielsen Company. Confidential and proprietary. THE NUMBERS • Despite the global slowdown, In 2012, their revenue reached 320 million USD (13% increase vs. last year) with staff totaling nearly 4,000 worldwide. • Super Auto Materials is currently requesting approval to open a manufacturing facility in Binh Duong Province. Their investment capital will be 5 million USD and the project is scheduled to begin in quarter 2, 2014. 6
    7. 7. Copyright ©2012 The Nielsen Company. Confidential and proprietary. BACKGROUND/SITUATION • After success with the introduction of automotive care products in Malaysia, Super Auto Materials (SAM) is considering the launch of automotive care products catered specifically to the Vietnamese market. • They have hired Nielsen to conduct consumer research to help them uncover insights around a few new concepts and the results are displayed in the next few slides 7
    8. 8. Copyright ©2012 The Nielsen Company. Confidential and proprietary. YOUR ROLE • You are a Nielsen business consultant and your client, Super Auto Materials, has asked you to help them with a few concept launches in Vietnam. You have been brought on as you have strong expertise in concept/product launches in Vietnam. 8
    9. 9. Copyright ©2012 The Nielsen Company. Confidential and proprietary. YOUR JOB AS A NIELSEN CONSULTANT • Carefully read through the report for Super Auto Materials • Review the concepts that have been tested and determine which concepts should be launched o Why or Why not? • After identifying concept(s), develop recommendations - be able to support your recommendations • For concepts that you recommend, if any, please provide sales projections for the first 3 years, based on what you know about the market (pricing, car or bike ownership, population) – what do you think the potential sales could be (in units)? • In case the concept isn’t recommend for launch, directions for further development must be given as part of the analysis. 9
    10. 10. PROJECT METHODOLOGY DETAILS
    11. 11. Copyright ©2012 The Nielsen Company. Confidential and proprietary. RESEARCH OBJECTIVES • • The primary objective of this study is to evaluate the concept’s acceptability to the Vietnamese market. More specifically, the concept was evaluated on the following measures: o o o o o o o Overall liking Uniqueness Relevance Believability Attribute ratings Purchase Intent Pricing As support to the primary objective, we uncovered the following target consumer behavior. This aims to give a good picture of what the target market is like in terms of: o o o o Demographic profile Motorbike/car care habits Attitudes toward motorbike/car care Product purchase and usage habits 11
    12. 12. Copyright ©2012 The Nielsen Company. Confidential and proprietary. CRITERIA FOR WHO WE LOOKED FOR TO SURVEY • Requirements of Motorbike Respondents: o o 18-45 years old o SEC: ABC o Owns motorbike worth at least 15 Million VND o Decision maker for motorbike care o • Male Intent to wash motorbike by himself within the next 2 months Requirements of Car Owner/Driver Respondents: o Male o 18-45 years old o SEC: ABC o Decision maker for car care or maintenance o Intent to wash car by himself within the next 2 months Page 12 12
    13. 13. ACTION STANDARDS • In most cases, the following action standard is used to determine whether the concept reached the performance level the client aims for. • In order to say that the concept is acceptable it must achieve the following: o o Copyright ©2012 The Nielsen Company. Confidential and proprietary. • At least 80% top 2 box score for overall liking At least 80% top 2 box score for purchase intent In case the concept doesn’t achieve the abovementioned scores, directions for further development will be given as part of the analysis. Page 13 13
    14. 14. SAM’S CONCEPTS FOR TESTING
    15. 15. Copyright ©2012 The Nielsen Company. Confidential and proprietary. CAR CONCEPTS 15
    16. 16. CAR WASH N’ WAX CONCEPT Reduces drying time and effort. • Contains lubricants, so dirt particles can’t scratch during washing. • Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Neutral pH formula safe for all finishes. Will not strip car wax. • Dries without leaving spots Size 500ml Price 139,000VND 16
    17. 17. CAR PASTE WAX CONCEPT Pre-soften car paste wax that gives a beautiful shine and long lasting protection. • Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Effectively restore the original and provide excellent protection for your car. • Unique formula that easily removes stains, minor scratch and dull film. • Contains natural Carnauba wax that buffs to a brilliant shine. • Protects your paint from dulling and looking old as caused by sunlight. Size 400ml Price 70,000VND 17
    18. 18. LEATHER/VINYL PROTECTOR FOR CAR INTERIOR W/ UV GUARD The latest technology of leather polish with nourishing lotion. • A unique rich emulsion ingredient which prevents the hardening, cracking and fading caused by UV rays. • Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Good for leather, vinyl, rubber, plastic and wood. • Regular use is recommended to prolong the leather usage duration. Size 400ml Price 65,000VND 18
    19. 19. Copyright ©2012 The Nielsen Company. Confidential and proprietary. Motorbike Concepts 19
    20. 20. MOTORBIKE WASH N’ WAX Rich suds and easy rinsing formula. • Take away dirt and grime. • Good for both metallic and clear coat color. • Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Leaves a deep, glossy, just-washed shine Please note design may be similar to car concept, but message is different for motorbike segment Size 180ml Price 27,000VND 20
    21. 21. MOTORBIKE WAX Restore your motorbike original shines with the Paste Wax. • Cleans polishes protects in one easy step • Leaves a high gloss shine • Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Works well with fiberglass, metal and plastic surfaces Please note design may be similar to car concept, but message is different for motorbike segment Size 180ml Price 27,000VND 21
    22. 22. Copyright ©2012 The Nielsen Company. Confidential and proprietary. Concept Test Results 22
    23. 23. PRICE SENSITIVITY MEASUREMENT (PSM) SUMMARY PRICE SENSITIVITY MEASUREMENT TABLE Optimum price point (opp) Indifference price point (ipp) Acceptable price range Car Concepts 129,000 136,000 120,500 - 145,000 Paste Wax 67,000 70,000 64,000 - 78,000 Leather Protector Copyright ©2012 The Nielsen Company. Confidential and proprietary. Wash n’ Wax 56,000 36,500 37,500 – 68,000 Motorbike Concepts Wash n’ Wax 22,000 23,000 18,000- 31,000 Wax 25,000 26,000 20,000 – 34,500 *Prices are in Vietnamese Dong (VND) **Numbers have been rounded ***OPP: Point with lowest purchase resistance ****IPP: The price at which the maximum number of consumers are indifferent Page 23 23
    24. 24. SUMMARY CHART OF MOTORBIKE CONCEPTS – TOP 2 BOX What does this tell you? Liking 100 90 Buying Likelihood 80 New/Uniqueness 70 60 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 50 Believability Relevance Understandability Wax All Respondents: Motorbike=400 Wash n' Wax 24
    25. 25. SUMMARY CHART OF CAR CONCEPTS – TOP 2 BOX Liking 100 90 Buying Likelihood 80 New/Uniqueness 70 60 Paste Wax 50 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Wash n' Wax Leather Protect Believability Relevance Understandability All Respondents: Car = 250 25
    26. 26. QUALITATIVE RESEARCH RESULTS Verbatim from motorbike and car owners during a focus group discussion “Why buy this when dish soap already does a good job” • “A simple ‘hose down’ is good enough” • “Service wash shops can wash and wax for less” • Copyright ©2012 The Nielsen Company. Confidential and proprietary. • “I might try it, but I don’t know…I can get mine washed for only 20,000VND or a car for only 80,000VND” Source: Qualitative Findings 26
    27. 27. USAGE & HABITS: MOTORBIKE/CAR OWNERS
    28. 28. AGE OF MOTORBIKE/CAR An overwhelming majority of respondents interviewed own a motorbike or car that is fairly new (less than 3 years). 10 years + 4 7 - 9 years 6 35 4- 6 years Copyright ©2012 The Nielsen Company. Confidential and proprietary. Car Owners Motorbike Owners 6 22 1 - 3 years 45 22 Less than 1 year 30 0 5 10 15 20 25 30 35 40 45 50 Q10, Q10 All Respondents: N=650, MB = 400, Car = 250 28
    29. 29. FREQUENCY OF SELF-WASH Mean Score/Month: 2 Daily Motorbike: 2.3 Car: 2.9 3 - 4 times a week 1 10 2 - 3 times a week 7 Car Motorbike 24 1 time a week 19 28 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 2 - 3 times a month 44 26 1 time per month 29 10 Less than once/month 2 0 10 20 30 40 50 Q12, Q15 All Respondents: N=650, MB = 400, Car = 250 29
    30. 30. ITEMS USED FOR SELF-WASH Most respondents are aware that there are specific products made to clean their motorbike/car. 84 Water Only 74 12 Motorbike Soap 1 16 Laundry Detergent Copyright ©2012 The Nielsen Company. Confidential and proprietary. Car Owners Motorbike Owners 43 Body Soap 1 24 Dishwashing soap 37 0 All Respondents: N=650, MB = 400, Car = 250 10 20 30 40 50 60 70 80 90 Q15, Q17 30
    31. 31. REASONS FOR SELF-WASH A majority of motorbike and car owners consider their time well spent self-washing— they enjoy it and overall, it’s just convenient for them. 4 9 16 24 20 Doesn't think shops clean as well 16 Afraid shop people may accidentally scratch my bike 28 Saves Time 35 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 25 Less expensive It is relaxing/enjoy the free time More convenient 36 Motorbike 45 Car Q16, Q14 All Respondents: N=650, MB = 400, Car = 250 31
    32. 32. FREQUENCY OF SERVICE WASH Despite, the fact that respondents wash their motorbike/cars themselves, they still find the time for service wash, on average, 2 times a month. Mean Score/Month: Motorbike: 1.8 1 2-3 times a week Car: 1.9 2 29 1 time a week 30 34 2-3 times a month Motorbike 30 Copyright ©2012 The Nielsen Company. Confidential and proprietary. Cars 25 1 time per month 24 12 Less than 1 time a month 14 Q21, Q19 0 All Respondents: N=650, MB = 400, Car = 250 5 10 15 20 % 25 30 35 40 32
    33. 33. MAINTENANCE FREQUENCY - CAR Car owners seem to be somewhat more meticulous in the care of their car. Sixty percent wash their motorbikes on a usual basis and almost 50% usually have an oil change. 16 5 18 32 36 23 Always 50 60 40 30 Usually % 52 48 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 46 36 48 35 5 2 sh Wa O up nge ne Cha /Tu il O ce nan nte ai ll M era v All Respondents: N=650, MB = 400, Car = 250 2 Never 18 8 Rarely 44 16 Occasionally 26 8 s ax ent ion w/ W cem icat f la sh odi Wa Rep mM rts to a Cus rs/P pa i Re nl y ax o W Q21 33
    34. 34. ADOPTIVENESS Overall, it seems a majority of our respondents feel they usually keep up with the trends, but aren’t really the early adopters or trend setters. 51 40 % Copyright ©2012 The Nielsen Company. Confidential and proprietary. 37 44 15 Motorbike All Respondents: N=650, MB = 400, Car = 250 I usually don't waste time trying to keep up with new things. I know what I like - I don't have to keep trying everything that's new Usually keep up with what is happening - but I don't go out of my way to try every new thing I love to keep ahead of what is happening. I love trying new things. I often tell others about them 23 Cars Q24, Q22 34
    35. 35. PREFERRED CHANNEL FOR PROMO INFORMATION As expected, TV is the most preferred method to receive promotional information. Preferred Channel for Promotional Information TV Motorbike/Car Service Shops 36 Radio 43 34 Motorbike/Car Dealerships 25 16 21 Indoor Supermarket advertising Websites 16 Email Newspaper/Magazines 2 41 30 13 Through word of mouth Copyright ©2012 The Nielsen Company. Confidential and proprietary. 76 65 24 24 Motorbike Cars 47 26 4 6 Demo Booths 11 9 Brochures 0 All Respondents: N=650, MB = 400, Car = 250 10 17 20 Q57, Q71 30 40 50 60 Page 35 70 80 35
    36. 36. APPENDIX
    37. 37. Copyright ©2012 The Nielsen Company. Confidential and proprietary. NOTES • Vietnamese tend to be high raters when it comes to research similar to concept tests • Top 2 Box (T2B) score: this refers to combination of the top 2 positive answers, for example: 37
    38. 38. NIELSEN VIETNAM SERVICES Qualitative Research Understanding what, when and why their consumption rules change, is crucial to act promptly and effectively Quantify Copyright ©2012 The Nielsen Company. Confidential and proprietary. Quantitative Research Market performance Your brand is growing but you’re not gaining share.......distribution is constrained…. 498 Retail Measurement 346 415 Total Market +20% 1995 1996 1997 1998 Competitors 1999 +28% Our Brand 200 240 288 +10% 2000 38
    39. 39. WHAT IS MARKET RESEARCH? • What comes to your head when you hear “Market Research”? • Systematic and objective process of gathering and analyzing data • Converting this into actionable information. • Concerning an organisation’s Operating environment • • Customers • Copyright ©2012 The Nielsen Company. Confidential and proprietary. • and the marketing mix To help Marketers make sound business decision 39
    40. 40. THE DIFFERENCES IN QUAL & QUANT Much depends on the study objectives ... Qualitative Research Copyright ©2012 The Nielsen Company. Confidential and proprietary. Focus Method Focuses on small number of respondents and establishes underlying reasons for behavior/ appeal •Focus group discussion •In-depth interviews •Observation studies •Accompanied shopping •In-home visits Quantitative Research Deals with large number of respondents with the aim of establishing the proportion of people who have the type of behavior/ habits identified from the qualitative stage •Door to door •Central location •Observation studies •Mystery shopping •Telephone interviews •Online interviews •Mail interviews •Business to Business 40
    41. 41. WHAT ARE THE KEY DIFFERENCES? Qualitative Objectives Sources & Needs Quantitative Exploratory Specific – Action Oriented Broad and Wide Defined and Clearly stated Copyright ©2012 The Nielsen Company. Confidential and proprietary. Data Collection Open and Flexible Closed and Structured Quest. Sample Small Size Representative Size Analysis Informal Formal Recommendations Suggestions Hows & Whys? Recommendations How Many?%? 41
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