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Brand Track Study - Websites


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Brand Track Study - Websites

  1. 1. How ‘ready’ is your brand to compete for future market shares?
  2. 2. Now know it with the JuxtConsult Brand Momentux™ Tracking Model!
  3. 3. Measuring Brand Momentum puts you on the right marketing time cycle! Market Share and Brand Equity are static concepts Tell you where you ‘stand’ today Reflects your past performance Leave you one market time ‘cycle’ behind Brand Momentum is a dynamic concept Tells you how fast are you ‘moving’ towards tomorrow Reflects your current performance Keeps you on the ‘current’ market time cycle
  4. 4. It helps you drive on the right gear! The model tracks brand performance at all the key ‘consumer-brand interaction’ milestones Using a set of ‘quantitative’ diagnostic measures Helps you track: brand shares on parameters like ad recall, brand recall, current usage, intended usage, word of mouth brand performances on parameters like brand persuasion, consumer pull, brand loyalty, brand sustenance critical category usage habits and preferences
  5. 5. Why should you look at it? Know how well is your brand doing among your current and potential customers Know its Sustenance power, Persuasion power, Consumer Pull and Loyalty levels Know its future readiness (the ‘momentum’ with which it is moving to compete for future market shares) Know the key reasons why your brand is preferred more (or less) vis-à-vis the competing brands (brand differentiators and demotivators) Know your current and potential customer’s online and offline media preferences to reach them more effectively and efficiently
  6. 6. The JuxtConsult Brand Track Framework Brand Momentum Brand Visibility TOM Ad Recall (share of voice) Brand Consideration TOM Brand Recall (share of mind) Brand Sustenance Brand Persuasion Brand LoyaltyBrand Pull Likely Loyal UsersLikely Switchers (Net) Brand Preference Brand Likely to Buy (share of preference) Brand Switch Brand Repeat Purchase Brand use currently (share of consumers)
  7. 7. An Example! The Indian Car Market April 2005
  8. 8. Brand Persuasion Rank Brand Persuasion Ratio 1 Tata Motors 1.23 2 Ford 1.22 3 Fiat 1.21 4 M & M 1.06 5 Hyundai 1.05 6 Maruti Suzuki 1.05 7 Skoda 1.01 8 GM 0.92 9 Honda 0.89 10 Mitsubishi 0.83 Ratio of 1 represents average efficiency. Brand Persuasion How persuasive is your brand story
  9. 9. Brand Persuasion Map Likely to Buy BrandRecall Maruti Suzuki Hyundai Tata Motors Ford Honda Toyota GMMercedes Mitsubishi Skoda M & M Reva BMW Ferrari Hindustan Motors Daewoo Fiat Porsche Premier Padmini (Logrithmic scale) More Persuasive Less Persuasive
  10. 10. Brand Pull Ratio of 1 represents average efficiency. Brand Pull Ability of the brand to attract consumers of competitive brands Rank 1 Skoda 43.1 2 Honda 11.6 3 M & M 11.1 4 Mercedes 10.4 5 Toyota 6.7 6 GM 5.4 7 Hyundai 4.0 8 Mitsubishi 3.6 9 Ford 3.5 10 Tata Motors 3.3 Brand Pull Ratio
  11. 11. Brand Pull Map Likely Switch-ins LikelySwitch-outs Maruti Suzuki Hyundai Tata Motors Ford Toyota Honda GM Mitsubishi M & M Mercedes Skoda Fiat DaewooHM Premier Padmini Ferrari (Logrithmic scale) Gaining Pull Loosing Pull
  12. 12. Brand Loyalty Ratio of 1 represents maximum efficiency. Brand Loyalty How much is your brand retaining its existing consumers Rank Brand Loyalty Ratio 1 Skoda 0.83 2 Honda 0.79 3 Mercedes 0.77 4 Hyundai 0.65 5 Maruti Suzuki 0.55 6 Toyota 0.55 7 Tata Motors 0.49 8 M & M 0.44 9 Ford 0.29 10 Fiat 0.25
  13. 13. Brand Momentum It is an index. The higher the better. Brand Momentum Your future market potential based on your current performance Brand X Brand Speed Mass Accelerators A combined index of a brand’s: • Current Users • Brand Persuasion factor • Brand Pull factor • Brand Loyalty factor Rank Rel.Index 1 Maruti Suzuki 32.5 100 2 Hyundai 17.1 53 3 Honda 8.4 26 4 Tata Motors 7.2 22 5 Toyota 4.2 13 6 Skoda 3.6 11 7 Ford 3.1 10 8 Mercedes 2.2 7 9 General Motors 1.8 5 10 M & M 1.2 4 Brand Momentum Index
  14. 14. Brand Momentum Map Brand Speed (Acceleration Index) BrandMass(Currentusers) Maruti Suzuki Hyundai Tata Motors Honda Toyota Ford Fiat Hindustan Motors Daewoo Mitsubishi General Motors Mercedes Skoda Ferrari Mahindra & Mahindra (Logrithmic scale) Mass Driven Speed Driven
  15. 15. Consumer Share Estimates (Current) (Expected) Rank Brand Current Future Consumer Share Consumer Share (%) (%) 1 Maruti Suzuki 60 38 2 Hyundai 15 20 3 Tata Motors 7 8 4 Honda 3 10 5 Ford 3 4 6 Toyota 3 5 7 Fiat 2 1 8 Hindustan Motors 1 0.3 9 General Motors 1 2 10 Skoda 0.4 4 Penetration Levels 5% 7.5%
  16. 16. The Methodology • Regular quarterly online surveys • Data to be made representative of the entire online urban population in India using individual level ‘multipliers’ – Based on the JuxtConsult India Online 2006 land survey which covered 5,500 households in 21 cities, representing different population strata and regions of the country • Sample base of 1,500 to 2,000 usable responses every quarter
  17. 17. The Reporting • Quarterly tracking and reporting on a ‘syndicated’ basis • Report as a power point presentation. To include top line findings and conclusions, with graphs, charts and tables providing the detailed information • Report will carry the overall ‘category’ level information with cuts reported for only one pre-selected usage segmentation for the category • Any further customized, brand-specific, or segment-specific reporting can only be considered separately at additional costs • Quarterly comparisons to start only from the second track
  18. 18. The Report Index Demographic profile of users • Gender • Age • Occupation • SEC • City • City Type • Region • Marital status • Monthly household income • Most expensive vehicle owned • Credit card ownership
  19. 19. The Report Index Brand preferences • Top of mind ad recall • Source of ad recall • Top of mind brand recall • Source of brand recall • Spontaneous brand recalls (top 3 recalls only) • Total aided brand awareness • Brands most associated with the 6 key category benefits • Current brands used (multiple and primary) • Reason for preferring the primary brand • Overall usage satisfaction rating of the primary brand • Brand intend to use the most in next 3 months
  20. 20. Website usage dynamics • Duration for which using the category now • Primary purpose of usage • Place of access • Frequency of usage • Average time spent per use • Features used currently • Whether a ‘registered’ member of any website currently • Whether a ‘paid’ member of any website currently (if applicable to the category) The Report Index
  21. 21. Media Preferences • Most watched TV channel • Most read newspaper • Most read magazine • Most listened to radio channel • Most used website for emailing • Most used website for checking news online The Report Index
  22. 22. Derived brand performance measures reported • share of voice (TOM ad recall) • share of mind (TOM brand recall) • share of preference (intention to purchase) • share of word of mouth (recommend to others) • current ‘secondary’ share of consumers (multiple brand usage) • current ‘primary’ share of consumers (preferred brand usage) • brand sustenance ratio (from TOM ad recall to TOM brand recall) • brand persuasion ratio (from TOM brand recall to intention to buy) • brand consumer pull ratio (switch-ins to the brand vis-a-vis switch-outs from the brand) • brand loyalty ratio (continue using the brand out of total current brand users) • brand momentum index (readiness of the brand to compete for future market shares) • likely future ‘primary’ consumer share The Report Index
  23. 23. Annual Price of Tracking Study Annual Subscription* (Four Quarterly Reports) Rs. 600,000 Payment Terms – 50% advance at the time of annual subscription 50% before the delivery of the 3rd quarterly report * 12.24% service tax extra
  24. 24. Thank You!