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Consumer Profile - Statistical Analysis - Sample Work

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Consumer Profile

Consumer Profile
Statistical Analysis
Sample Work

Statistics

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    Consumer Profile - Statistical Analysis - Sample Work Consumer Profile - Statistical Analysis - Sample Work Presentation Transcript

    • Delving into the CONSUMER World October 2009 Brand: Consumer Electronics
    •  
    •  
    •  
    • Then…
    • Clutter
    • Diversity
    • Choice
    •  
    •  
    •  
    • Engagement
    • Entertainment
    • Relevance
    •  
    • THE CONSUMER
      • Introducing
    • Our way … Way Forward
    • Way Forward
    • Resources Economist Intelligence Unit The United Nations World Fact Book
    • Way Forward
    • JORDAN
    • Population by Governorate 38.8 % 1.4% 1.9% 2.2% 2.3% 2.5% 3% 3.9% 4.7% 6.7% 14.9% 17.8% Percentage Population by Governorate, 2007 78.2%
    • Population by Age Group 12.75% 3.24% 1.94% 2.23% 2.51% 3.34% 4.73% 6.34% 7.83% 8.95% 10.59% 10.98% 11.96% 12.61% Percentage 12.75% 100% 96.77% 94.84% 92.61% 90.10% 86.75% 82.02% 75.67% 67.84% 58.89% 48.30% 37.33% 25.36% Cumulative 75.7% of the population are below the age of 35 4,330,790 34.1%
    • Household – Income (1 Million Households in Jordan) No. of HH Income Groups 5.8% 3% 4.6% 3.4% 4.4% 6.1% 8.4% 5.5% 6.8% 8.3% 10.1% 10.8% 9.7% 7.2% Percentage 5.9% Poverty Line Cumulative 5.8% 94.1% 91.1% 86.5% 83.1% 78.7% 72.6% 64.2% 58.7% 51.9% 43.6% 33.5% 22.7% 13% 100% GDP Per Capita Half of the Jordanians live under Poverty line 8.9%
    • Electronics Expenditures per Category JD/Year Electronics Expenditures per Category, 2006 Expenditure is highest on HA and mobile phones Consumer Electronics Share of total wallet = 2%
    • Total Expenditures on Home Appliances Total Expenditures on Home Appliances Per Region, 2006 Expenditure is highest on Refrigerators and Washing machines
    • Expenditures on TV by Governorate Expenditure on TV, AV, HA, Mobiles and PCs is highest in Amman, followed by Irbid, Balqa and Zarqa Amman Irbid Zarqa Balqa Madaba Mobile Phones HA PC TV AV Amman Irbid Zarqa Balqa Amman Irbid Zarqa Balqa Amman Irbid Zarqa Balqa Amman Irbid Zarqa Balqa
    • Distribution of Income Levels per Governorate, 2007
    • Conclusion - Jordan Target Segment
      • Primarily Amman residents, Irbid, Balqa, Zarqa = 78.2%
      • Age group 15-39 years = 34.1%
      • = 26.9%
      • Income level JD12,000+ = 8.9%
      • = 2% of the total population
    • SYRIA
    • Population by Governorate Population by Governorate
    • Incidence of Poverty by Governorate
    • Population by Age Group
    • IRAQ
      • Population:
      • 28,945,657 (July 2009 est.)
      • Age structure:
      • 0-14 years: 38.8%
      • 15-64 years: 58.2%
      • 65 years and over: 3%
      • Urbanization:
      • Urban population: 67%
      • of total population (2008)
      Selected Demographics Ethnic groups: Arab 75%-80%, Kurdish 15%-20% Turkoman, Assyrian, or other 5% Religions: Muslim 97% (Shia 60%-65%, Sunni 32%-37%) Christian or other 3% Languages: Arabic Kurdish (official in Kurdish regions) Turkoman (a Turkish dialect) Assyrian (Neo-Aramaic) Armenian
    • Population by Governorate, 2004
    • HH possessions in percentage to total HHs Total HH (‘000) 4,229
    • LEBANON
    • Population by Governorate 6% 10% 21% 22% 41% Percen ta ge
    • Education Income is inversely related to Education
    • Household – Income ( 879,855 Households in Lebanon) Source: http://www.undp.org.lb Beiruti’s earn the highest income
    • Availability of home appliances in primary residences
    • PALESTINE
    • Palestinian Territories
    • Palestinian Population Total Population Worldwide: 10,473,325 5.8% 16.4% 30.1% 11.5% Percentage 22.3% 13.8% Total Population West Bank/ Gaza Strip: 3,765,735
    • Population by Governorate – West Bank 23.49 % 2.14% 2.53% 3.88% 6.72% 7.50% 10.92% 11.90% 13.65% 15.47% Percentage Population in the West Bank by Governorate, 2007 1.80% 65%
    • Household Expenditures Basic needs -represented by Food expenditures- closely equal expenditures on non-food items which indicates that most other commodities are considered as a secondary need with less importance in the consumer shopping list
      • Our experience working with a Palestinian Islamic Bank market has helped us form a solid understanding of Palestinian consumers
    • HH ICT Ownership – 2006 TV and Mobile Phones represent the largest share of the consumer expenditure on electronics
    • Way Forward
    • Generic Target Profile TV/AV HA HHP
      • Age : 18-50 yrs
      • Gender : Primarily Males, female influence requires further investigation
      • Social Class : A, B & C+
      • Education : Secondary Education and above
      • Income : High to mid level
      • Area : Capital and Main cities
      • Age : 22-50 yrs
      • Gender : Primarily Males, female influence requires further investigation
      • Social Class : A, B, C+
      • Education : Secondary Education and above
      • Income : Low-mid level and above
      • Area : Capital and Main cities assumption
      • Age : 12-65 yrs
      • Gender : M & F
      • Social Class : A, B & c
      • Education : Primary Education and above
      • Income : All income groups
      • Area : Capital and Main cities assumption
    • Generic Target Profile IT – B2C
      • Age : 12-50 yrs
      • Gender : Primarily M
      • Social Class : A, B & C+
      • Education : Secondary Education and above
      • Income : Mid-level and above
      • Area : Capital and Main cities assumption
      IT – B2B
      • Description : SME’s and Large corporations
      • Needs : essential needs that cover basic IT requirements [apart from specialized needs such as professional printing..etc]
      • Location : primarily the capital city
    • Way Forward
    •  
    • Conclusion
      • What we know?
      • 1- Demographics:
        • Jordan: Fully covered
        • Lebanon: Partially covered
        • Syria: Hardly covered
        • Palestine: Partially covered
        • Iraq: Hardly covered
      • 2- Demographic Consumer Profile [generic]
      What we need to know: 1- Consumer associations with the brand Samsung and other competing brands 2- Consumers’ emotional connections with different product categories and sub-categories 3- Samsung’s brand equity in the Levant market 4- Perceived functional and emotional values
    • Below the surface of everyday life, PHOTO: http://www.flickr.com/photos/coxsj/3478358941
    • exist the motivations behind everyday behaviour PHOTO: http://www.flickr.com/photos/kodama/414470215
    • Market research can help us understand deeper human motivations , and form a profound understanding of our brand position in the consumer mind… which will lead to more effective marketing and cut through the clutter to reach the consumer in a relevant way
    • PHOTO: http://www.flickr.com/photos/coxsj/3478358941 To dig below the surface of everyday life
    • Way Forward
    • RECOMMENDATION
    • Step 1: Brand Health Study
      • Brand health will help us:
        • assess the current market situation and
        • Identify our strengths and weaknesses
        • Measure the brand equity
        • Realize the gaps that need to be fill
      • More importantly, understanding our current market situation will answer the question: why is Samsung performing weakly compared to its global positioning?
        • Tap into
        • Brand Awareness, brand recognition, top of mind recall, dominance
        • Perceived Brand Image and Personality
        • Perceived Brand Positioning/Perceptual Mapping
        • Perceived functional and emotional values and associations with the brand
      Checking the Brand’s PULS! Across categories
    • Request For Proposal;
    • Deliverables
      • Geographical scope
        • Primary markets: Jordan, Lebanon and Syria
        • Secondary markets: Iraq and West Bank [Palestine]
      • Methodology  
        • Step 1: Qualitative research to uncover deep consumer insights and better understand the consumer mindset, key associations on the category in general and insights ad the foundation for further quantitative investigation
        • Step 2: Quantitative research further investigation focused on the key consumer insights derived from qualitative phase findings to investigate and diagnose the brand health vs. other
      • Sample
        • A representative sample of the population representing middle to upper-middle class consumers regardless of age, with one booster sample at a category level to provide further insights as follows:
          • Mobile phones: booster sample to represent the ages [10-14 yrs]
          • Home appliances: booster sample to represent Housewives
    • Response
    • Evaluation process
      • The agency examined the proposals based on:
        • Methodology : Proprietary Model Used, Comprehensiveness, output, Interview Length, Research Timeline, Added-Values and Quality Assurance Measures
        • Sampling : Segmentation Criteria, Representativeness, Size, Booster Sample Use
        • Agency : Experience, Research Team Credibility and Geographical Coverage
        • Thinking Process : Understanding of the RFP, Analysis of Requirements, Language and Presentation, Brand Health Measurement Criteria
        • Cost : Cost before tax/ discount
      • The objective was to shortlist the proposals for further evaluation and negotiation after gaining the client blessing to proceed with the research
      • The evaluation measured the extent to which each proposal met the essential requirements in the RFP and answered all the requests outlined by Saatchi & Saatchi on behalf of Samsung
    •  
    • Response
    • Our Recommendation
      • We recommend conducting the brand health study through Gfk given the following:
        • Proved excellence in choosing the most feasible research methodology
        • Proposed detailed brand health models built on solid branding foundations in order to diagnose the brand health in the most comprehensive manner
        • Demonstrated thorough and sound analysis of the research requirements as outlined in the RFP
        • Proposed recommendations and solutions as opposed to stressing out problems which represents promising results
        • Exhibited previous experience conducting similar projects
        • Proposed managing the project by experienced regional teams
      Shortlisted proposal’s are provided in the CD, however, presentations can be arranged
    • Way Forward
    • Finally
      • Such a study will set the ground for future plans and strategies that require more research.
      • Not only related to communication, but to the shopping experience, product usage, pricing or any other parameters that will show up in the findings per country and per category
      • Future mini research projects to answer sub-issues such as:
        • Communication: concept testing
        • Pricing: price sensitivity
        • Shopping experience: mystery shopper research
        • Usage and attitude: small pieces of research that tie in in a sequence
    • Way Forward
    • Next Steps
      • Decision on market research
      • Refine requirement with client for each category
      • Finalize negotiations with short list
      • Kick off!
    • Thank You