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  1. 1. Future of Marketing Research O What is marketing research? O Traditional marketing research is facing rapid social, political and technological changes. O Rate of change will accelerate because of new entrants from wider emerging markets research insights O Transition : the industry is likely to reposition, rebrand, and rename itself
  2. 2. FORCES SHAPING THE FUTURE OF MARKETING RESEARCH O The traditional survey is marred by low participation rates, data quality issues etc. O Surveys are almost certainly going to become much shorter, more interest based, and triggered by a respondent’s physical location. O Focus groups vs insights communities . O Traditional surveys and focus groups are likely to play a diminished role relative to next-generation tools.
  3. 3. The Industry of the Future
  5. 5. NIELSEN: Market Research for Pantene Case
  6. 6. Market Research Problem O Reason for fall of market share of Pantene from 22.5% to 20% in the year 2003 when Garnier was launched & it quickly picked up 5.1% market share in a span of one year. O Perceived reasons for steep fall – lack of distribution intensity or heavy promotions by competitors or unfavorable consumer perception .
  7. 7. A brief on Nielsen Group O Nielsen is a market leader of the $31 billion global market research industry. O They have been known in the market for offering tailor made customized market research solutions & syndicated research solutions for certain common needs. O Neilsen specialized in consumer products & services
  8. 8. NIELSEN SOLUTION O Retail Measurement Service (RMS): Sales data, Distribution, Promotion, Market Share, Merchandising & Pricing across all retail formats O Media Measurement Service (MMS): Measured national TV viewership O Consumer Panel Service: “Home scan” tracked the purchasing behaviour through in-home scanners. O Customized Research: Marketing strategy, communication effectiveness, consumer attitudes, customer satisfaction , and brand equity.
  9. 9. Solution for Pantene from Nielsen O Nielsen decided to apply its comprehensive solution “Winning Brands” O Analyzing the brand from perspectives of Brand Equity, Market Share, Behavioral & Emotive Loyalty, Brand Personality, Price & Promotion Index and Shopping Style
  10. 10. Methods & Findings 1. Category Typology : Analysis on two dimension - Involvement and experimentation Finding: Consumers were highly involved with shampoos and purchased multiple brands experimentally 2. Brand Equity model : Core of winning Brands Drivers: Awareness, Purchase consideration and Association Determinants: Consumer Preference, recommendation and price premium BE Scores: 0-10, 0 - Commodity and 10 - Charge premium price Finding: Association (41 %) was the most important driver followed by awareness( 38%) Category of Association: Health/shiny/Fragrance(21%), Premium(13%)quality, Emotive and Family(5%) Pantene was rated high on “soft and silky” and “quality” Garnier was rated high on “makes one feel attractive” Palmolive “suitable for whole family”
  11. 11. Methods & Findings 3. BE Index : Pantene was among top 15% shampoo brands and had “Strong ” equity, Sunsilk and Garnier had “moderate” equity and rest had “weak” equity. Findings: Brand Equity according to age and rate of adoption: Pantene had higher equity among higher age group 31+ and mainstream people. O Pantene’s brand equity was in proportion to its market share. Behavioural loyalty Vs Emotive Loyalty: Pantene had strong emotive loyalty Cross brand affinity: Pantene had threat from Garnier and Dove as these brand has strong affinity towards each other in consumers mind
  12. 12. 4. Perceptual map - Brand personality and Packaging Pantene- Confident, Elegant, professional Garnier- Young, fashionable, attractive and fun Sunsilk- Friendly Palmolive- Family oriented Packaging Garnier: Modern pack , attractive shape, easy to use Pantene: Opaque bottle, pack can stand on its lid 5. Switch Triggers Customers faced choice overload, once rules formed, they turned to habitual auto-pilot shopping mode (Omega) Customers had “Delta Moments” and were forced to re-evaluate rules occasionally. 6. Corelation between type of hair, hair condition with Delta and Omega consumers: Delta: coloured, frizzy and thick hair. Majority of them had Mediocre and poor conditioned hair. Omega: 23 rd of them have their hair in healthy condition 7. Brand wise shopping modality (based on Winning Brands index score) Delta: VO5, Garnier Omega: Pantene, Palmolive.
  13. 13. 8.Purchase triggers for brands: In store and pre-store In-store: promotion, price, special display, attractive packaging, New variant Pre-store: Auto pilot, Advertising, External regulator ( family, friends etc.) Finding: 64% of the consumers bought Pantene in Auto pilot mode while none of the customer found Pantene’s packaging and advertising was only 5%. 32% of the Garnier customers bought it due to Auto pilot mode while 25 % were attracted by its Packaging and Advertising was 18%. 9.Price Appropriateness establishment: Actual retail prices v/s customers’ Willingness to pay price premium 10.Impact of promotional activity: Pantene and Garnier were not promotion driven, whereas Palmolive and VO5 were.
  14. 14. RECOMMENDATION O Offer more promotions to consumers in order to trigger “Delta Moments” with consumers that tend to purchase competitive brands O Change their product packaging to be more opaque and have the ability to stand better on its lid. O Offer more competitive Pricing.
  15. 15. Thank You