Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Nielsen

2,192 views

Published on

About company

Published in: Data & Analytics
  • Be the first to comment

Nielsen

  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
  4. 4. TRADITIONAL MARKETING RESEARCH VERSUS EMERGING MARKETING RESEARCH
  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

×