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- 1. 1 Mapping Customer Journey New Developments in Measurement and Analytics
- 2. 2
- 3. 3 Relationships within a Paid, Owned and Earned marketing ecosystem Media Communications Recall Kotex Total Brand Awareness Kotex Brand Familiarity Kotex Brand Purchase Consideration Likelihood to Recommend Kotex to family & friends Positively Engaged Social Media Chatter for Kotex (SEITM) NielsenRetail Sales Volume for Kotex Kotex Web Traffic Data based on waves of research (appendix 3 ) OWNED MEDIA In this second model we have introduced web traffic, social voice of the customer (SEITM) and total retail sales for Kotex (all forms). Path to Purchase Model Kotex Brand Experiential and Image Attributes. 3
- 4. 4 KOTEX SPONTANEOUS BRAND AWARENESS TV/CINEMA RADIO SAMPLING & TRIAL INTERNET DISPLAY OUTDOOR PRINT Fabulous Teaser Why Choose Ordinary Message Likeability KOTEX BRAND FAMILIARITY KOTEX BRAND CONSIDERATION LIKELIHOODTO RECOMMEND KOTEX TO FAMILYAND FRIENDS Nylon Makeover ONE Makeover TWO IN-STORE Kita’s corner Media Recall Communications Recall Brand Awareness Protection I Trust Keep you drier Keep you smelling fresh Gentle on your skin Makes you feel more comfortable Designed for best Protection Has attractive Packs Effectively absorbs fluid Suits your lifestyle Good Value Fabulous CoCo SOCIAL MEDIA MOBILE MXIT Brand Familiarity Brand Consideration Brand Recommendation 0.12 0.11 0.15 0.13 0.08 0.05 0.19 0.32 0.54 0.58 0.50 0.46 0.43 0.04 0.17 0.10 0.03 0.18 0.17 0.43 0.14 0.41 0.21 0.13 Intrinsic brand attributes Extrinsic brand attributes 0.83 0.82 0.84 0.82 0.78 0.79 0.63 0.79 0.78 0.11 Outdoor = Billboards, Posters and Taxi Rank advertising Print = Magazines, newspapers, broadsheets, promo pamphlets Sampling & Trial = Stokvels, Clinics, School sampling, sampling and school presentations 0.72 Model n = 3381 (Includes 2012, 2013 & 2014 Femcare Sample) MODEL FIT RMSEA: 0.041 (Good) Kotex Sales Funnel SEM: Consumer Journey
- 5. 5 KOTEX TOTAL BRAND AWARENESS Digital Media Recall Offline Media Recall KOTEX BRAND FAMILIARITY KOTEX BRAND CONSIDERATION LIKELIHOODTO RECOMMEND KOTEX TO FAMILYAND FRIENDS Communications Recall Brand Awareness Gives me confidence Protection I Trust Keep you feeling drier Keeps you smelling fresh Makes you feel more comfortable Absorbs fluid Fashionable brand Designed for best protection Attractive Packaging Good Value Brand Familiarity Brand Consideration Brand Recommendation 0.33 0.77 0.40 0.28 0.98 0.61 Intrinsic brand attributes Extrinsic brand attributes 0.99 1.00 0.98 1.00 0.97 0.99 0.96 1.00 1.00 0.63 Offline = Billboards, Posters, Taxi Rank advertising, Magazines, newspapers, broadsheets, promo pamphlets, Stokvels, Clinics, School sampling, sampling and school presentations, Radio, TV and Cinema Digital= Internet, Mobile, Social Media (Facebook/Twitter) and MXIT * Social Media Voice of the Customer measured using the Semantic Engagement Index (SEITM) Kotex Sales Funnel SEM: Consumer Path to Purchase 0.62 KOTEX Retail Sales Volume Social Media Voice of the Customer * Kotex Retail Sales Volume 0.74 Positively engaged social media chatter 0.39 0.33 0.32 0.05 0.04 0.79 0.55 POS SEI: Menstruation Experience POS SEI: Periods & Birth Control POS SEI: Information/ Help POS SEI: Product Form, PADS POS SEI: Product colour/design Kotex Web Traffic 0.76 0.21 0.89
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