TNS Brand Commitment : Case study Netherlands Headache Remedies

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TNS provides insights for growth through analysis on Brand Equity and Brand Commitment. Netherland case history about Headhache Remedies is taken from an international analysis, "TNS The commitment economy", led in 17 countries and 8 different categories. For further info, please contact Gabriella Bergaglio - TNS Italia Marketing Manager - @:gabriella.bergaglio@tnsglobal.com

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TNS Brand Commitment : Case study Netherlands Headache Remedies

  1. 1. The Commitment EconomyA case study of Headache Remedies in Netherlands Case study - Headache Remedies in Netherlands ©TNS 2012 1
  2. 2. Headache Remedies (Netherlands) Case study - Headache Remedies in Netherlands ©TNS 2012 2
  3. 3. The market is dominated by house brands/ private labelsthat sell based on the actual ingredients (paracetamol,ibuprofen etc.) Overview Kruidvat huismerk paracetamol Kruidvat has 37.3% market share, huismerk followed by Kruidvat huismerk paracetamol ibuprofen (16.4%) and Etos 37.3% huismerk paracetomol (7.3%) Kruidvat Etos Other Other Nurofen Finimal Advil DA huismerk Aspirin Trekpleister huismerk huismerk private 5.2% 3.8% 3.4% 3.3% paracetamol 2.7% huismerk ibuprofen paracetamol label / 2.9% paracetamol 16.4% 7.3% Shops own 2.5% brand 6.1% Your business Other brands current market share Growth map n.n. 422 [weighted] 799 [weighted] Case study - Headache Remedies in Netherlands ©TNS 2012 3
  4. 4. Branded headache remedies have an opportunity to grow,gaining as much as $7m (or 6% of the total market) fromthe more generic house brands that dominate the market Comparison between Commitment and Market Share Kruidvat The difference between Kruidvat huismerk paracetamol huismerk paracetamol’s estimated 37.3% market share (37.3%) and its Power -7.0% in the Mind is -7.0% implying a potential share loss of this amount The gap between the market leader’s mind and market presents a potential opportunity for branded headache remedies to gain share Advil Nurofen Panadol Aspro Voltaren 3.3% 3.8% 1.9% 1.7% 0.6% +2.6% +2.0% +0.4% +0.1% +1.0% Your business Other brands current market share Projected market share Growth n. 799 [weighted] map n. 422 [weighted] Case study - Headache Remedies in Netherlands ©TNS 2012 4
  5. 5. Kruidvat huismerk paracetamol has the most to lose out ofthe generic house brandsCompare Equity Signatures Advil Nurofen Voltaren Panadol Net gain/loss: 2.5% Net gain/loss: 1.9% Net gain/loss: 0.8% Net gain/loss: 0.2% 3.0% 3.0% 0.9% 1.0% 0.6% 1.1% 2.9% 2.7% -0.1% -0.9% -0.6% -1.1% Advil and Nurofen are the branded headache remedies with the biggest opportunities Aspro Etos huismerk paracetamol Kruidvat huismerk ibuprofen Kruidvat huismerk paracetamol Net gain/loss: -0.0% Net gain/loss: -0.1% Net gain/loss: -2.1% Net gain/loss: -7.0% 3.1% 2.8% 0.6% 1.7% 1.2% 5.7% 11.5% -0.6% 27.7% -1.7% -5.2% At Risk Steady Opportunity Growth map n. 422 [weighted] Case study - Headache Remedies in Netherlands ©TNS 2012 5
  6. 6. Gains will come predominantly from generics/ housebrandswhich dominate the marketPotential Market Share Flows Nurofen Nurofen’s equity gap 3.8% amounts to 2.0% share. +2.0% The potential value of this gap is $2.4 M. +0.1 0.0 +0.1 -0.0 +0.0 -0.1 +0.2 -0.1 +0.2 -0.0 Other DA huismerk Aspro +0.3 -0.0 +0.3 -0.0 0.1% paracetamol -0.1% Panadol Other +0.1 -0.4 0.1% 0.0% Finimal Etos private Advil 0.3% huismerk label / -0.3% paracetamol Shops own 0.3% brand +0.8 -0.1 0.2% +0.9 -0.1 Kruidvat Kruidvat huismerk huismerk ibuprofen paracetamol 0.7% Custom filters applied: Gender is Female Your business Other brands current market share Projected market share Growth map n. 278 [weighted] n. 422 [weighted] Case study - Headache Remedies in Netherlands ©TNS 2012 6
  7. 7. Gains will come predominantly from generics/ housebrandswhich dominate the marketPotential Market Share Flows Advil Advil’s equity gap 3.3% amounts to 2.6% share. +2.6% The potential value of this gap is $3.1 M. +0.1 -0.0 +0.1 -0.0 +0.1 -0.0 +0.1 -0.1 +0.1 -0.0 +0.1 -0.0 +0.2 0.0 Sarixell Aspro Etos Trekpleister Finimal Saridon 0.0% 0.1% +0.4 -0.1 Other huismerk huismerk 0.0% -0.0% 0.2% paracetamol paracetamol Nurofen 0.1% +0.6 -0.0 0.1% 0.3% Kruidvat huismerk ibuprofen 0.6% +1.2 -0.1 Kruidvat huismerk paracetamol 1.1% Your business Other brands current market share Projected market share Growth map n. 422 [weighted] Case study - Headache Remedies in Netherlands ©TNS 2012 7
  8. 8. Nurofen is currently a small player in this market, butcan increase its share by attracting new usersEquity Signature - Nurofen Acquisition Share gained from New Users 2.3% Nurofen has the potential Opportunity to gain 2.3% new users; 3.0% but needs to guard from decreased spend by existing users (-1.1%) Increase spend from Existing Users 0.7% Decreased spend by Existing Users -1.1% At risk -1.1% Share lost due to Defection defections Steady -0.0% 2.7% Decrease Increase Spend Spend 4% Current market share 6% Implicit market share 2% Percent change n. 799 [weighted] At Risk Steady Opportunity Growth map n. 422 [weighted] Case study - Headache Remedies in Netherlands ©TNS 2012 8
  9. 9. Advil has the opportunity to increase its share by 50% withthe vast majority coming from new usersEquity Signature - Advil Advil has opportunity Acquisition Share gained from New to gain from both new Users users (2.2%) as well 2.2% as increased spend from existing users Opportunity (0.8%) 3.0% Increase spend from Existing Users 0.8% Decreased spend by Existing Users -0.5% At risk -0.6% Share lost due to Defection defections Steady -0.0% 2.9% Decrease Increase Spend Spend 3% Current market share 6% Implicit market share 3% Percent change n. 799 [weighted] At Risk Steady Opportunity Growth map n. 422 [weighted] Case study - Headache Remedies in Netherlands ©TNS 2012 9
  10. 10. Fast, reliable and effective are attributes that the brandedproducts perform better than their share on.Overview of Brand Imagery (Total) Your Your business competitors Kruidvat huismerk paracetamol Nurofen Advil Panadol Voltaren Attributes based on importance Brings fast-acting relief 28 6 7 3 1 Provides relief I can count on 32 5 6 2 1 Suitable for regular use 43 3 3 2 1 A safe way to relieve pain 40 4 4 4 1 Has minimal side effects 40 3 2 2 1 A powerful, effective remedy 25 7 6 1 2 Brings long-lasting relief 24 10 7 2 1 A tried and trusted remedy 36 4 4 3 0 Allows me to carry on with my life 33 6 5 3 1 A remedy that has been around for a long time 32 4 1 3 0 Is gentle on my body 44 3 2 4 2 Recommended by healthcare professionals 46 3 2 5 1 Is made by a company or people I trust 21 3 1 6 3 Recommended by family and friends 28 3 14 0 0 Your business Your competitors Growth map n. 422 [weighted] NL-HR-ver20120413 Case study - Headache Remedies in Netherlands ©TNS 2012 10
  11. 11. The key to unlocking Nurofen’s growth potential lies in theminds of consumers, and particularly perceptions aroundspeed and effectiveness.Motivations by Grouped Segments - Nurofen Your Segments business Nurofen Opportunity Steady At risk Rank - Attributes based on importance 1 Brings fast-acting relief 1 6 1 11 1 39 1 37 2 Provides relief I can count on 2 5 2 9 3 49 4 42 3 Suitable for regular use 3 3 3 7 6 53 7 0 4 A safe way to relieve pain 4 4 6 7 4 55 5 23 5 Has minimal side effects 5 3 7 8 8 65 6 16 6 A powerful, effective remedy 6 7 4 14 5 32 3 55 7 Brings long-lasting relief 7 10 5 13 2 52 2 63 8 A tried and trusted remedy 8 4 8 8 7 44 8 33 9 Allows me to carry on with my life 9 6 9 12 9 97 9 41 10 A remedy that has been around for a long time 10 4 10 6 11 99 12 38 11 Is gentle on my body 11 3 11 3 10 99 11 0 12 Recommended by healthcare professionals 12 3 12 14 12 0 10 9 13 Is made by a company or people I trust 13 3 14 16 14 0 14 0 14 Recommended by family and friends 14 4 13 0 13 0 13 57 1 Attribute ranking relative to brand Difference between rankings NL-HR-ver20120413 Case study - Headache Remedies in Netherlands ©TNS 2012 11
  12. 12. The key to unlocking Advil’s growth potential lies in theminds of consumers, and particularly perceptions aroundreliability and safety.Motivations by Grouped Segments - Advil Your Segments business Advil Opportunity Steady At risk Rank - Attributes based on importance 1 Brings fast-acting relief 1 7 1 20 3 47 2 42 2 Provides relief I can count on 2 6 2 12 1 55 3 21 3 Suitable for regular use 3 3 4 8 4 24 6 16 4 A safe way to relieve pain 4 4 6 8 2 39 5 36 5 Has minimal side effects 5 2 9 7 8 54 7 10 6 A powerful, effective remedy 6 6 5 14 9 54 1 28 7 Brings long-lasting relief 7 7 3 18 5 43 4 27 8 A tried and trusted remedy 8 4 7 11 7 63 13 44 9 Allows me to carry on with my life 9 5 8 14 6 28 8 18 10 A remedy that has been around for a long time 10 1 10 13 13 0 11 0 11 Is gentle on my body 11 2 11 0 11 31 12 42 12 Recommended by healthcare professionals 12 2 14 30 14 0 9 0 13 Is made by a company or people I trust 13 1 13 0 12 0 10 10 14 Recommended by family and friends 14 15 12 26 10 69 14 0 1 Attribute ranking relative to brand Difference between rankings NL-HR-ver20120413 Case study - Headache Remedies in Netherlands ©TNS 2012 12
  13. 13. About TNS Brand Equity Expertise TNS Brand Equity Expertise provides insights for Growth about Brand Health, Brand Understanding and new approach for Brand Tracking. For specific enquiries and further information about case histories or just for a deeper conversation about insight new opportunities for your brand, please refer to Grazia Grassi Account Director Brand & Communication Lead TNS Italia Cell. +39.335.785.48.69 @: mariagrazia.grassi@tnsglobal.com Case study - Headache Remedies in Netherlands ©TNS 2012 13

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