Our
     Research
     Services




  Guiding our clients
towards more profitable
 business development
Copyright Notice
No part of this publication may be reproduced or transmitted in any
form or by any means (including photo...
Plot 80, Unit 05 & 06, Letlanya Building
                                                                                 ...
Contents
                                                            MTC Marketing Research Solutions
                    ...
About Us




“Knowing something about your
customer is just as important as
 knowing everything about your
      product…”...
About Us
                                                              MTC Marketing Research Solutions




© MTC Marketin...
About Us
                                                              MTC Marketing Research Solutions
                  ...
About Us
                                                                 MTC Marketing Research Solutions
               ...
Our Clients, Affiliates
          & Facilities




      “..It is in the marketers interest
         to have an independen...
Clients
                                                                 MTC Marketing Research Solutions




© MTC Market...
Facilities
                                                               MTC Marketing Research Solutions




© MTC Marke...
Facilities
                                                              MTC Marketing Research Solutions




© MTC Market...
Services
                                                             MTC Marketing Research Solutions




© MTC Marketing...
Services




    “As a general rule, the most
successful man in life is the man
  who has the best information”
          ...
Surveys
                                                                       Customer Retention Surveys




© MTC Market...
Surveys
                                                                    Customer Satisfaction Surveys




© MTC Market...
Surveys
                                                                                     Consumer Panels




© MTC Mar...
Surveys
                                                                                 Consumer Panels
                 ...
Surveys
                                                                          Brand Positioning Surveys
              ...
Surveys
                                                                                        Brand Tracking




© MTC M...
Surveys
                                                                    YouthTrends and Africa In-sight




© MTC Mark...
Surveys
                                                                     Concept Tests (Preview Tests)




© MTC Marke...
Surveys
                                                                               Client Product Testing




© MTC Ma...
Surveys
                                                                             Mystery Shopping Surveys




© MTC Ma...
Surveys
                                                                                 Retail Audit Surveys




© MTC Ma...
Surveys
                                                                                Retail Audit Surveys
             ...
Surveys
                                                                               Package Testing Studies




© MTC M...
Surveys
                                                                          Pricing Research Surveys




© MTC Marke...
Surveys
                                                                         Pricing Research Surveys
                ...
Surveys
                                                                         Social Research Surveys
                 ...
Surveys
                                                                         Media Monitoring Surveys




© MTC Market...
BAMPS




   “This report highlights other basic information
     that new entrants to markets e.g. investors,
      can g...
BAMPS
                                                         Botswana All Media and Products Survey




© MTC Marketing ...
BAMPS
                                                               Botswana All Media and Products Survey
              ...
BAMPS
                                                                 Botswana All Media and Products Survey
            ...
MTC MRS Research Services
MTC MRS Research Services
MTC MRS Research Services
MTC MRS Research Services
MTC MRS Research Services
MTC MRS Research Services
MTC MRS Research Services
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MTC MRS Research Services

  1. 1. Our Research Services Guiding our clients towards more profitable business development
  2. 2. Copyright Notice No part of this publication may be reproduced or transmitted in any form or by any means (including photocopying) without the written permission of MTC Marketing Research Solutions. Please note that the contents hereof, including, but not limited to, the ideas, designs, documents, diagrams, information, devices, technical and scientific data, processes and methods contained herein, are the sole intellectual property of MTC Marketing Research Solutions. The document is subject to copyright and no part thereof may be reproduced or transmitted in any form or by any means, whatsoever, or be retained on any information storage or retrieval system without prior permission from MTC Marketing Research Solutions. The recipient shall not acquire rights in, or to the intellectual property. Warning The doing of an unauthorized act in relation to a copyright work may result in both a civil claim for damages and criminal prosecution. © COPYRIGHT 2007
  3. 3. Plot 80, Unit 05 & 06, Letlanya Building Gaborone International Commerce Park PO Box 60806, Gaborone, Botswana Tel: (+267) 3161890 Fax: (+267) 3932145 Cell: (+267) 72309346 Email: research@mtc.co.bw Web: www.mtc.co.bw Dear Business Owner and Team, We thank you for your time and your interest in our marketing research solutions and services. In this brochure you will find all the information you need to make an informed decision. Our main purpose is to assist you with the right solutions to attain your objectives. The bottom line, we produce Real Results... insight that is actionable! So what makes us the right company to talk to? Our styling is global ... our build is African ... our pricing is local ... At MTC Marketing Research Solutions, we work with our clients to help them make critical business decisions for commercial advantage. The agency operates on a belief that research should be tailored to the needs of both particular research problems and the aims of individual client companies. Again, I personally thank you for your interest. We all at MTC Marketing Research Solutions value your business and hope that this will be a lasting alliance. We are looking forward to working with you in any future opportunities that may arise. Should you require any more information, please do not hesitate to contact us using the above contact details. Alternatively, visit our web site: www.mtc.co.bw. We hope that you will find this brochure useful. Let us know if there is anything else you need to know. Warmest regards, Cecilia Patterson and MTC Research Team Our Affiliated Professional bodies: A division of MTC Consultancy Holdings Association for Qualitative Research
  4. 4. Contents MTC Marketing Research Solutions Products and Services Brochure © MTC Marketing Research Solutions research@mtc.co.bw 1 AbOuT uS 2 3.8 Concept Tests (Preview Tests) 19 1.1 Who are we? 3 3.9 Product Testing 20 1.2 Our Regional Presence 3 3.10 Mystery Shopper Surveys 21 1.3 Our Corporate Structure 4 3.11 Retail Audits 22 1.4 Our Capabilities 5 3.12 Package Testing Studies 24 3.13 Pricing Research 25 2 OuR ClienTS, AffiliATeS 3.14 Social Research Studies 27 & fACiliTieS 6 3.15 Advertising Tracking Studies 27 2.1 Affiliations 7 3.16 Media Monitoring Surveys 28 2.2 Our Client Profile 7 2.3 Country Coverage 7 4 bOTSwAnA All MediA & 2.4 Industry Sectors 7 PROduCTS (bAMPS) 29 2.5 Value Added Services 8 4.1 Background 30 2.6 Surveys and Products 10 4.2 Information provided by BAMPS 31 4.3 Survey Objective 31 3 OuR SeRviCeS 11 4.4 BAMPS Report Content 33 3.1 Customer Retention Surveys 12 3.2 Customer Satisfaction Surveys 13 5 COnTACT uS 35 3.3 Consumer Panels 14 Cecilia Patterson - CEO 36 3.4 Brand Positioning 16 Theo O’Hara - Business Manager 36 3.5 Brand Health Studies 16 Morongwa Tawana - Communications 36 3.6 Brand Tracking 17 3.7 MTC Youth Trends 18 6 enquiRy fORM 38 Guiding our clients towards more profitable business development 1 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  5. 5. About Us “Knowing something about your customer is just as important as knowing everything about your product…” Harvey Mackay
  6. 6. About Us MTC Marketing Research Solutions © MTC Marketing Research Solutions research@mtc.co.bw 1.1 WHO IS MTC MARKETING RESEARCH SOLUTIONS? MTC Marketing Research Solutions is a full service marketing research agency based in Gaborone, Botswana. Full service research agency means we are able to provide services from implementation of a research project, research design including sampling, data collection, data processing, field management, analysis and interpretation of data for both qualitative and quantitative studies. • We specialise in helping out clients achieve more with their brands and advertising by providing accurate and insightful research. • We explore, probe and challenge conventional thinking. • We assess market potential and interpret market trends. • We test products, advertising, perceptions and satisfaction and help our clients build long-term relationships with their customers. • We design research programmes that help our clients retain their customers or win back customers if they have been lost. At MTC Marketing Research Solutions we help clients to: • Bring the voice of the customer into the boardroom • Help study the competitive landscape of a clients industry • Implement strategic marketing programmes through the provision of sound marketing intelligence 1.2 OUR REGIONAL PRESENCE • Better understand their customers Zambia MTC Marketing Research Solutions Malawi also has network associations with other Angola research houses throughout Africa, referred to by us as “smart partners”. MTC Marketing Research Solutions is active throughout the Southern African Madagascar region and beyond through its smart Zimbabwe partnerships in the following countries: Botswana Mocamique Swaziland South Africa Lesotho Guiding our clients towards more profitable business development 3 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  7. 7. About Us MTC Marketing Research Solutions continued © MTC Marketing Research Solutions research@mtc.co.bw 1.3 OUR CORPORATE STRUCTURE Market Research Director Market Research Manager Statistician Senior Research Executive Media Monitoring Manager Ad-hoc Field Manager Retail Audit Manager MTC Marketing Research Solutions has over ten years experience in conducting Qualitative and Quantitative research methods, of types • Business to Business (B2B) and • Consumer. In the past years we at MTC Marketing Research Solutions have significantly increased our footprint in Botswana and have experience conducting research nationwide and in other markets. We know the Botswana market place and have in depth knowledge of the customers. Our depth of experience as suppliers of research means that we can offer clear insight into research findings. We are always willing to question not only the basis of research but also the implications of the results. MTC Marketing Research Solutions covers all sectors of industry, from the FMCG markets to service sector Our goal is to help our markets and prides itself on being able to offer any company a service relevant to it operatives. clients become more profitable through a better understanding of their customers and the market in which they operate. Guiding our clients towards more profitable business development 4 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  8. 8. About Us MTC Marketing Research Solutions continued © MTC Marketing Research Solutions research@mtc.co.bw 1.4 OUR CAPABILITIES Our agency regularly deals with clients as well as other research agencies and advertising agencies from South Africa, Europe, Canada and American companies wishing to conduct research in and around Botswana or Africa. OuR CAPAbiliTieS MTC Marketing Research Solutions offers: • Ad-hoc research in all Market Sectors • Customised field research (quantitative and qualitative) • Strategic recommendations with local relevance • Feasibility studies • Marketing plans • Business plans whAT SeTS uS APART? Every research company creates numbers – at MTC Marketing Research Solutions we do the same. Our trick is turning the numbers into action. We are not satisfied with descriptive analysis. And neither are our clients. Successful research guides successful decisions. That is at the heart of the concept of Risk Reduction. It’s what we do, and we provide just that for all our clients. OuR SeCReT? The secret of our success lies in our incisive and analytical reports which translate the research respondents’ views into detailed, accurate interpretation of the customer needs, plus our in-depth knowledge of the local market. • Our measurements are valid, reliable and feasible • Our approach is based on 10 years Botswana research experience • We deliver speedy, quality results • Our reporting is clear and relevant • Solutions are identified that accurately addresses the identified customer service challenge • What we quote is what we ask-within the budget. Guiding our clients towards more profitable business development 5 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  9. 9. Our Clients, Affiliates & Facilities “..It is in the marketers interest to have an independent audit that confirms that they get what they pay for” John Farquar(Senior)
  10. 10. Clients MTC Marketing Research Solutions © MTC Marketing Research Solutions research@mtc.co.bw 2.1 OUR AFFILIATIONS MTC Marketing Research Solutions operates according to the professional body standards it subscribes to and abides by the codes of conduct and ethics of these affiliates. our affiliates include: Association for Qualitative Research 2.2 OUR CLIENT PROFILE 2.3 COUNTRY COVERAGE Our growing client base includes multi- MTC Marketing Research Solutions is nationals and local companies in all Botswana’s leading and longest established sectors. Some of our clients include: market research agency. Formed in 1997, the company has grown rapidly to where it is • Barclaycard today. The company currently boasts a team • Bifm • Brandleadership botswana of six highly specialised executives, a • BP Map full complement of support staff and • BTC a field team of over 60 experienced • Clover • Coca Cola interviewers in urban and rural • DHL areas throughout Botswana. • Funeral Service Group • Government of Botswana • Heineken The map of Botswana shown • IFSC here highlights all areas • Mascom • Ministry of Commerce & Science where MTC Marketing • Mmegi Solutions has research • Multichoice Botswana interviewers. • Namibia Breweries Limited • National Brands Ltd • Nokia • Proctor & Gamble • PSI Botswana • Royal Baking Powder • Shell Oil Botswana • SA Tourism • Standard Bank 2.4 INDUSTRY SECTORS • University of Botswana • Yarona FM MTC has covered a lot of different industry sectors including: • Beverage • Market Evaluations • Telecomms • Education • Market Strategies/Plans • Tourism • Finance • Media • Feasiblity Studies • FMCG • Retail • Business Plans Guiding our clients towards more profitable business development 7 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  11. 11. Facilities MTC Marketing Research Solutions © MTC Marketing Research Solutions research@mtc.co.bw 2.5 VALUE ADDED SERVICES 1 dATA CAPTuRe SeRviCeS We provide data capture services to a variety of clients who do not have specialized packages for handling data input and analysis. We have a state-of-the art data capture facility, run by experienced IT personnel who are experienced in data input and analysis. 2 fOCuS GROuP STudiO We have in-house state-of-the-art focus group studios: 1. Fully equipped with modern audio equipment and viewing facilities. A one-way mirror makes it easy for clients to observe focus groups while in motion. 2. Fully equipped with modern audio and video monitoring equipment, making it possible to view focus groups while Not actual facility they are in motion. Our facilities are available for hire. Hire includes studio facility, hostessing, tea/coffee, mineral water, biscuits an audio recording. VHS recording and refreshments are also available on request. Our pluses: • We can conduct 4 focus groups per day. One boardroom has viewing facilities and video linking can be organized for viewing of groups in other rooms. • We can deliver transcripts to clients three days after the first group • We provide audio and video tapes • We provide interim reports within five days of the last group • We have experienced moderators 3 MediA MOniTORinG STudiO Our studio electronically records all TV and radio. We use our tailored media monitoring software to record all live programming in our studio which is then analysed by our dedicated media monitoring team. Complete capture and back checks of all adverts and DJ mentions are done manually. Our media monitor studio, monitors quality with which the ads Actual facility Guiding our clients towards more profitable business development 8 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  12. 12. Facilities MTC Marketing Research Solutions © MTC Marketing Research Solutions research@mtc.co.bw The purpose of the 2.5 VALUE ADDED SERVICES (CONT) service is to ensure that adverts planned are flighted on air waves in all electronic and print media and booked are placements in Botswana and provides details of: Date, Time flighted correctly with and Frequency. consistently good quality. From our database of all aired and printed content, we Hence, our monitoring extract and analyse editorial content, then report it to serve service prevents fraud individual client needs. As a world class monitoring service, we and ensures optimum provide qualitative analysis of clients’ editorial media content quality at all times benchmarked against their competitors providing competitive and is reliable as it is analyses as well as characterization of the advertisements and done independently. commentary on the program that the adverts were flighted on. Competitive analyses are also drawn from this Our studio also provides ad spend data for all advertising database depending on expenditure from each market category using published rate cards. Data for the previous month is available within client needs. 7-10 days of the new month. Our media monitoring studio is operative for 18 hours a day from 6am to 10pm daily throughout the year, capturing all broadcaster Annual Market Share (Combined Radio and Tv) electronic media content. Since in electronic media no evidence of placement is supplied, the invoice GBC to the marketer usually reflects the amount agreed BTV on in the contract with the marketer. Whether the 5% 7% 34% Yarona FM agreed program was followed or not is another issue, and marketers have no other way of verifying Gabz 22% if they are getting what they paid for. FM From using our services, the Marketer receives: • Objective information • Expert service 32% RB2 Not actual data - sample figures only • Reliable and usable information • Detailed reporting including competitive example: analysis The chart displayed shows us Broadcaster share • Traceable information (video and audio tapes) of adverts from marketers / advertisers. This information can then also be translated to total ad spend. We can analyse category expenditure and share of voice by brands across. Guiding our clients towards more profitable business development 9 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  13. 13. Services MTC Marketing Research Solutions © MTC Marketing Research Solutions research@mtc.co.bw 2.6 OUR SURVEYS AND PRODUCTS At MTC Marketing Research Solutions we do not believe in selling standard “off-the-shelf” packages. Our projects are custom designed to meet individual client needs. Our fundamental objective when designing client surveys is to offer flexibility and uncompromised quality research output. Our sole focus is survey-based marketing research. Research rooted in reality. MTC Marketing Research Solutions’s responsibilities for projects usually includes: 1. Research design 2. Sample design (sampling) 3. Identification and training of suitable interviewers in sufficient numbers to apply the survey questionnaires 4. Designing of questionnaires (quantitative and qualitative) in consultation with the client 5. Development of specs and code frame for computer entry. 6. Field testing of final questionnaire drafts (pilots) 7. Logistical arrangements for survey interviewers and supervisors 8. Supervision of all field work 9. Data input and processing 10. Report on research findings (in word or powerpoint format) Some of our projects include: • Customer Retention Surveys • Customer Satisfaction Surveys • Consumer Panels • Brand Positioning • Brand Health Studies • Brand Tracking • MTC Youth Trends • Concept Tests (Preview Tests) • Product Testing • Mystery Shopper Surveys • Retail Audits • Package Testing Studies • Pricing Research • Social Research Studies • Advertising Tracking Studies • Media Monitoring Surveys • and BAMPS. Guiding our clients towards more profitable business development 10 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  14. 14. Services “As a general rule, the most successful man in life is the man who has the best information” Benjamin Disrael
  15. 15. Surveys Customer Retention Surveys © MTC Marketing Research Solutions research@mtc.co.bw 3.1 CUSTOMER RETENTION SURVEYS As marketers you are aware that the purpose of business is to win customers and retain them. We therefore prefer to call our surveys “Customer Retention Surveys” because the end result will be the development of “Customer Retention” programmes. These programmes help to integrate customer satisfaction measurements with customer relationship assessments. SuRvey ObjeCTiveS The survey seeks to answer the following questions: • Do the services and products our company provide satisfy our customers? • How can we achieve higher productivity by improving service delivery and coordination? • What aspects of service quality affect our customer’s view of us? • Is our company and services/products perceived as good value for money? • How do customers make decisions in getting a specific type of our product / service brand? • How can we consistently achieve and maintain the quality of service product / service that customers need? • What are customers expectations? • What keeps customers loyal or leads them to switch? • How do we rate against our competitors and why? At MTC Marketing Research Solutions we specialize in • What services and products do carrying out Customer Retention customers require or need to be improved upon? Surveys to enable our clients to timely discover what is going on before customers drift away. Guiding our clients towards more profitable business development 12 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  16. 16. Surveys Customer Satisfaction Surveys © MTC Marketing Research Solutions research@mtc.co.bw 3.2 CUSTOMER SATISFACTION SURVEYS Satisfying customers is the only way to stay competitive in today’s market place. Customers have an expectation of service and product performance that must be met. The balancing act between what customers want and what your company can provide must be optimised in order to maximise your organisations long-term profits. This occurs in two ways: 1 With precise information, companies can focus on issues that truly drive customer satisfaction. A directed focus often leads to cost reductions because companies can emphasise improvement in areas of customer concern and de-emphasise focus in other areas. 2 Focusing on motivators of customer satisfaction leads to core loyal customers who tend to be the most profitable customers (repeat business is usually the most profitable). An inclusive customer satisfaction survey and loyalty programme can, therefore, be considered a source of future profits. MOTivATiOn ReSeARCh Helpful in determining strengths and weaknesses of corporate satisfaction and loyalty programmes, Motivation Research is usually an introductory step in developing an integrated customer satisfaction and loyalty programme. Our experts conduct in-depth motivational research interviews with both employees and customers to develop insight into the performance of your current satisfaction programme. Recommendations to improve customer satisfaction and loyalty are made based on this motivational research. TRACkinG STudieS Studies repeated at specified intervals give organisations a history of information about customer satisfaction, revealing trends in both satisfaction and loyalty. Tracking studies are especially useful in determining and monitoring key variables that influence satisfaction and loyalty – which in turn influences company profitability. In tracking studies, companies are also able to notice if they have high or low attrition rate, and this can lead to the formulation of win-back strategies from customer satisfaction and retention studies. Guiding our clients towards more profitable business development 13 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  17. 17. Surveys Consumer Panels © MTC Marketing Research Solutions research@mtc.co.bw 3.3 CONSUMER PANELS Consumer Panel is a continuous project, in which the data on consumption in a household are gathered. Clients use the results of the Consumer Panel for short-term, middle-term and long- term planning and decision-making in the field of marketing and sales. MTC Marketing Research Solutions Consumer Panel answers the following questions: • What is the market of a product in terms of group in terms of share of the market and purse? • What is the trend/development of a product group? • What is the position of our and competitive brands (market shares)? • How many consumers buy our products? • How important are chains of stores and what is the position of our brands and products in them? • How can we identify our target group of consumers, who are our consumers? • Where do they buy, how much do they spend? • Are our products part of growing segments of brand group in the market? • How loyal are our consumers, whose market share do we steal or who is stealing ours? A sample includes 500 households and is representative for the entire Botswana population. Purchases of households are recorded on a daily basis by means of a diary. Representative quotas are as follows: • Regions • Size of towns • Size of households - number of members • Children aged up to 15 years in a household Guiding our clients towards more profitable business development 14 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  18. 18. Surveys Consumer Panels continued © MTC Marketing Research Solutions research@mtc.co.bw 3.3 CONSUMER PANELS (CONT.) Consumer Panel measures the purchases in shops (supermarkets, stores, fuel stations, drugstores) and on the market place, in specialized shops and abroad. The data gathered by households are forwarded to our head office on a weekly basis and we control and analyse them and prepare monthly, bimonthly, semi annual... reports. Consumer Panel provides answers on 2 levels: 1. TRACkinG • Total market (value and volume) • Market share (value and volume) • Retail prices • Penetration • Information by regions • Information by type of stores • Information by trade chains • Levels or segments • Diagnostics 2. SOCiO-deMOGRAPhy Of COnSuMeRS • Size of households (number of household members) • Children up to 15 years old • Income of a household • Education of the head of a household Guiding our clients towards more profitable business development 15 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  19. 19. Surveys Brand Positioning Surveys Brand Health Surveys © MTC Marketing Research Solutions research@mtc.co.bw 3.4 BRAND POSITIONING Brand image refers to the market space occupied by a particular brand in the minds of target consumers. At a particular point in time, a brand occupies a market space (e.g., high quality / low price) that it has achieved by a combination of design and coincidence. Taking a pro active stance towards positioning a brand means that all market communications and product offerings are geared toward creating a unique, sustainable position in the minds of consumers. The goal is to give them reasons to purchase your product rather than the products of competitors. Positioning is normally driven by corporate strategy, benefits sought by target customers and the current competitive environment in a particular market. Positioning research provides a snapshot of the perceptions of target customers that reflects how well their desires coincide with those of our client and their competitors. This analysis can identify gaps between what customers want and what they think our clients are offering. 3.5 BRAND HEALTH STUDIES It’s important to define a brand that is not only relevant to your customers, but something you are able to deliver against, now or in the foreseeable future. We advise our clients on what information is necessary to assess brand health, but we also advise on what is normal for your brand. This provides important context to interpret brand health statistics. Think of it as a check up - if a doctor told you your blood pressure it is meaningless unless they also tell you if it is high, low or normal for your circumstances. We apply the same rigor to our branding analysis - so no more meaningless numbers. Contact us for further details. Guiding our clients towards more profitable business development 16 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  20. 20. Surveys Brand Tracking © MTC Marketing Research Solutions research@mtc.co.bw 3.6 BRAND TRACKING whAT ARe bRAnd TRACkinG SuRveyS? In addition to advertising surveys (media monitoring services), MTC does brand tracking to support the competitive analysis from the advertising surveys. Brand tracking measures after the fact perceptions of a particular brand from the general public. Understanding how your customers perceive your brand as to that of your competitor could be the key contribute element to maintaining competitive advantage and it is for this reason that our clients have now and in the past opted to do this study. From brand tracking results we are able to do competitive brand ranking. Inthese surveys, we will also help you (the paying client) to determine: • Associations i.e. do consumers associate with my brand, • Communication effectiveness i.e. is my message getting across • Awareness i.e. are consumers aware of my brand campaign • Visual appeal i.e. what do consumers think of my campaign, • Personal preferences and appropriateness i.e. how is the advertising campaign affecting the consumers • Memorability of commercials i.e. elements that are strongly recalled Brand profile helps you understand your competitive market place and identify the attributes/benefits that differentiate your brand using attribute / benefit importance modelling. SuRvey ObjeCTiveS • To identify and keep track of your brand within the media. • Keep track of competitors within industry. • Determine the impact and the effect that events, pro active or incidental, have within the media. • Determine the value and effectiveness of any sponsorship or corporate image-building program that the company may be involved in. • Track industries with the view to reacting to any changes or competition within a particular sector. Guiding our clients towards more profitable business development 17 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  21. 21. Surveys YouthTrends and Africa In-sight © MTC Marketing Research Solutions research@mtc.co.bw 3.7 MTC YOUTH TRENDS MTC YouthTrends is a research study carried out quarterly among young people less than 25 years. DID YOU KNOW? Teens represent one of the why SuRvey yOuThS? fastest-growing population • They are currently heavy consumers of various products segments, with the teen • The habits and values they form will persist in their adult population registering a life growth of 16.6% between • They have a strong socio-economic influence on our society 1990 and 2000. Teens • They spend family money wield significant buying • Influence their parents’ spending (Pester Power) power – both in their own • Are trendsetters rights and in the context of their family purchasing infORMATiOn PROvided by MTC yOuThTRendS decisions – that is increas- • Lifestyles, values and aspirations ingly targeted by market- • Product awareness, usage and attitudes ers seeking to execute • Media Consumption habits successful growth strate- gies. However, today’s MTC yOuThTRendS infORMATiOn AReAS: teens are more media- • Clothes • Language sensitive and marketing- • Role models • Adverts & Promotions savvy than any of their • Music • Computers predecessor generations • Politics • Mobile Phones and require a highly • Media • Product and brand usage sophisticated marketing • Radio • Health Care approach. • TV • Life values • Newspaper • Sports Source: marketingresearch.com • Magazines • Restaurants/takeaways • Cinema DID YOU KNOW? 56% of Africa’s population is below 19 years, representing a huge and future market which is active and seeks to buy youth oriented goods and services such as clothes, shoes, CDs, DVDs, cell phones and refreshment. Guiding our clients towards more profitable business development 18 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  22. 22. Surveys Concept Tests (Preview Tests) © MTC Marketing Research Solutions research@mtc.co.bw 3.8 CONCEPT TESTS (PREVIEW TESTS) Typically when you are working on developing new advertising for your brand, your advertising team comes up with numerous interesting advertising campaign options or concepts. After you have identified your target and an advertising message that is motivating and compelling to this target is formulated. There is need to carry out market research to test the new concepts in order to ensure that they are effectively communicating your brand name and your intended key message, as well as the product. This is also important for making sure the advertising is relevant to the intended market. hOw we dO iT: In concept tests or evaluating an advertising campaign we conduct qualitative research in the form of focus group to measure the ad’s ability to cut through the clutter, generating ad and brand recall. We also measure the ads’ ability to motivate brand purchase. This also includes an exercise where we do a key frame-by-frame analysis to determine the ads’ strong points and the areas where improvement can be made. Based on the key scores obtained in this test, we can decide whether the ad(s) are strong enough to put on air. The client will be advised based on the research findings whether heavy investment in media is appropriate. RePORTS We produce a series of reports that capture all of the key test measures: • Unaided brand recall • Ad relevance • Unaided ad recall • Ad believability • Intended next purchases • Ad brand fit • Scores for uniqueness • Ad liking & noting We can customize our reports to meet your specific business requirements. TiMinG: • From the time that you provide us with the test ads and approve our final test questionnaire we take 14-21 working days to produce a detailed report. Guiding our clients towards more profitable business development 19 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  23. 23. Surveys Client Product Testing © MTC Marketing Research Solutions research@mtc.co.bw 3.9 PRODUCT TESTING We do product tests for clients before launch of products on the market place. We do hall / in- home testing and in store product testing. ObjeCTiveS Of The STudy • Assist clients to achieve product superiority over competitive products. • Continuously improve product performance and customer satisfaction (i.e., to maintain product superiority, especially as consumer tastes evolve over time). • Monitor the potential threat levels posed by competitive products to understand competitive strengths and weaknesses. • Cost-reduce product formulations and/or processing methods, while maintaining product superiority. • Measure the effects of aging upon product quality (shelf-life studies). • Implicitly measure the effects of price, brand name, or packaging upon perceived product performance/quality. • Provide guidance to research and development in creating new products or upgrading existing products. • Monitor product quality from different factories, through different channels of distribution, and from year to year. • Predict consumer acceptance of new products. • How are my competitors performing? • Are there opportunities to gain market share from my competitors? • Where are my opportunities to extend distribution by region and retailer? • Would my pricing strategy work? Guiding our clients towards more profitable business development 20 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  24. 24. Surveys Mystery Shopping Surveys © MTC Marketing Research Solutions research@mtc.co.bw 3.10 MYSTERY SHOPPER SURVEYS Mystery Shopper technique is a management tool which management can employ to keep in touch with what happens on the ground when their staff interface with their customers. A mystery shopper will assist managers to monitor the quality of their products and services. Mystery shopping provides accurate and objective testimony regarding areas evaluated and highlights areas that require improvement. The technique is unique in that it provides the facets of service from the customer’s perspective (consumer experiences), which is highly beneficial to the organisation, as it will act on factual first hand information basis. Mystery shopping is very useful in service situations, for example banks, restaurants, shops, travel agencies, airlines, car dealers, estate agents etc. The MTC Marketing & Research Solutions Mystery Shopper program is designed in line with international mystery shopping standards as prescribed by MSPA to which MTC is a full member. why A MySTeRy ShOPPeR PROGRAMMe? The unique benefits of Mystery Shopper from the point of view of management are that the data will enable them retain and grow your customer base as follows: Vehicle to communicate Continuous measurement company customer strategy your service standards Gives tactical understanding Helps re-evaluate and of employee performance set standards Teaches employees to be Acts as a training aid or more customer focused motivational tool for employees RETAIN AND GROW YOUR CUSTOMER BASE RePORTinG & feedbACk We provide: Reporting and • Analysis by sub-group (store, visit time, date, location etc feedback from a mystery shopper • Qualitative comments to support the scores programme: • Roll Up Reporting for continuous programmes What How is What are their the client should the weaknesses & performing? client do? strengths? Guiding our clients towards more profitable business development 21 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  25. 25. Surveys Retail Audit Surveys © MTC Marketing Research Solutions research@mtc.co.bw 3.11 RETAIL AUDITS Retail audits provide a market research standard project that enables regular monitoring of the sales of fast moving consumer goods on a statistically representative sample of stores (shops). They provide information to clients which create a basis for planning and controlling of marketing activities in following fields: • Product and assortment - structure of brand’s assortment, importance of product’s parameters, gaps in assortment, concentration of models, hit lists of top selling models, shelf talkers etc. • Distribution policy - brand distribution policy, unweighted and weighted distribution of brand and models, distribution gaps • Price policy - average price, competitor’s prices, price categories, development of price categories • Market size - sales potention (tension), market shares total and market shares by segments • Market development - particular development of all facts in bi- monthly periods The ReTAil AudiT CyCle Universe Universe Representative Sample Defermation Classification Selection (Panel) Periodic Reporting Data Capture & Monthly / quarterly Sample RePORTinG Analysis Audits Weighting fRequenCy: Monthly quarterly Annually Guiding our clients towards more profitable business development 22 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  26. 26. Surveys Retail Audit Surveys continued © MTC Marketing Research Solutions research@mtc.co.bw 3.11 RETAIL AUDITS (CONT) MTC ReTAil AudiT AnSweRS yOuR key MARkeTinG queSTiOnS • What volume loss is caused by out of stock items? • Which outlets move what volumes? • How is the market performing against the period last year? • How does our performance match that of the market? • Which type of product is showing the highest growth rate? • How does our pricing positioning compare with our competitors? • What is the average consumer price of my competition? • How does our pricing affect our competitor’s sales? • What are the trends? • Are my products present in all growing market segments? • Are my models distributed better or worse than those of my competitors? • Which are my strong points and weak points if compared to my competitors? PROduCT GROuPS whiCh CAn be ObSeRved by ReTAil AudiT • Beverages • Personal Care • Food • Laundry Products Other food categories can be added in depending on client requirements CuSTOMeR benefiTS • Consistent information to aid decision making • Efficient data delivery • Interactive data • Information Support • Accurate data The benefits are passed on to clients in many aspects of our service: • Market presentation, rapid response to queries, flexible service • Special reports RePORTed fACTS ReSulTS OffeRed by ReTAil AudiT Sales figures (units) Regular printed reports or electronic data files Sales value (SKU) Market presentations for customers Purchase (units) Stock (units) Distribution numerical and weighted (%) Average consumer price (SKU) Guiding our clients towards more profitable business development 23 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  27. 27. Surveys Package Testing Studies © MTC Marketing Research Solutions research@mtc.co.bw 3.12 PACKAGE TESTING STUDIES Packaging plays a vital role in the marketing of a product. It is against this background that clients need to ascertain the value of their packaging vis-a-vis the values the brand represents. In our many years of conducting packaging studies, we have managed to come up with a set of critical package attributes which buoy and influence consumer decision making process. These attributes are: • Packaging appeal • Type of package material used • Packaging design (Art and graphics) • Does the package represent brand values • Colours used do they represent the brand’s values We go further in addressing the following objectives: • Does the package reinforce the brand values? • Does the package reinforce brand equity? • Is the package distinctive against competitor brands? • What is the package’s competitive clout vis-a-vis competitor brand? Guiding our clients towards more profitable business development 24 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  28. 28. Surveys Pricing Research Surveys © MTC Marketing Research Solutions research@mtc.co.bw 3.13 PRICING RESEARCH There are only three ways to increase profits - sell more, cut costs or raise prices. The first and second strategies involve considerable effort, but the last is easy - the price ticket is changed, the price list is reprinted. We do not need an economics degree to know that there is a link between prices charged and volume sold. Customers may buy from a competitor due to a price increase, switch to a cheaper substitute or even stop buying at all. The goal of price checking surveys, is for: • Development of benchmarks i.e. pricing trends • Feedback on prices • Assessment of competition within the same industry to provide clients with competitive analysis i.e. an analysis of activities of competition i.e. promotions of products • Identification of new business opportunities • Tracking of competitors specials • Evaluation of own pricing and promotions The fundamentals of value revolve around the trade-off between the benefits a customer receives from a product or service and the price they will pay for it. Customers do not buy exclusively on price but are driven on value characterised by the disparity between benefits a product/service offers and the price that is charged. • How much will a respondent pay for an added value service / product over and above the present price? • How much of a cutback in service / product requirement would necessitate a price reduction? Pricing market research can help to verify pricing assumptions as well as answer the questions of where price / product trade-offs may lie in addition to where extra value can be delivered. Guiding our clients towards more profitable business development 25 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  29. 29. Surveys Pricing Research Surveys continued © MTC Marketing Research Solutions research@mtc.co.bw 3.13 PRICING RESEARCH (CONT) whAT dOeS PRiCe CheCkinG SuRveyS dO? MTC Marketing Research Solutions does price tracking to help organizations in competitive pricing. Price checking of your competitor could be the key contribute element to maintaining competitive advantage and it is for this reason that clients have now opted to do these studies. From price tracking results we are able to do competitive price ranking. Pricing research needs to take numerous factors into consideration such as emerging trends in the market that may alter perceptions, or even history of the market place (order of supplier entry into the market). Our techniques are designed to understand the trade-offs that respondent’s make when selecting and acquiring products and services by using different price sensitivity models and value maps. ReSeARCh ObjeCTiveS • To identify pricing of similar products and or same brands. • Keep track of competitors pricing within industry. • Determine the impact and the effect that pricing has. • Determine the value and effectiveness of any promotion programs that the company may be involved in. • Track industries with the view to reacting to any changes or competition within a particular sector. whO CAn benefiT fROM ThiS SeRviCe? Any business or organization that needs to monitor its performance through pricing of its products. Guiding our clients towards more profitable business development 26 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  30. 30. Surveys Social Research Surveys Advertising Tracking Surveys © MTC Marketing Research Solutions research@mtc.co.bw 3.14 SOCIAL RESEARCH STUDIES We conduct social research studies on various topics for local and international clients. We have expertise in HIV impact assessment studies, poverty assessment / alleviation studies, behavioural change monitoring and many more. Please contact us for further information. 3.15 ADVERTISING TRACKING STUDIES Advertising tracking assigns clients to assess the effectiveness of advertising campaigns that have been implemented; key indicators of advertisement effectiveness will be explored. Key indicators of effectiveness are measures of awareness, attitude and image that are selected based on the objectives of the campaign. For instance if the goal of the campaign is to raise brand awareness among individuals, we recommend that the focus be on awareness measures. At least two measurements must be taken: A baseline measurement a precursor study before the start of the campaign and follow-up measurements after the campaign has run long enough to stimulate interest and recall in the target audience psyche. Under this type of research, we begin by establishing awareness level both spontaneously (top-of-mind) and prompted awareness. Spontaneous awareness includes all the brand and company names that respondents can think of without any prompting. The measurement of spontaneous awareness is followed by the measurement of prompted awareness (Bottom-of-mind). To measure prompted awareness we read consumers a list of the major brands in the market which they did not mention in response to the spontaneous awareness question and ask them to indicate whether they have heard of these brands. Guiding our clients towards more profitable business development 27 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  31. 31. Surveys Media Monitoring Surveys © MTC Marketing Research Solutions research@mtc.co.bw 3.16 MEDIA MONITORING SURVEYS The goal of this project is to measure levels of media implementation, effectiveness and trends of usage towards advertising within the local market. It also measures expenditure and volume of advertising covering all key media for the: • Development of benchmarks Our Advertising • Feedback on advertising campaigns Surveys i.e. Media • Assessment of competition within the same industry to provide clients Monitoring Services with competitive analysis i.e. an analysis of activities of competition, measure: which plays key role in shaping advertising strategies. • Identification of new business opportunities • Ad spend, • Tracking of competitors spend • Ad trends, • Evaluation of the effectiveness of past advertising decisions • Sponsorship and • Corporate All information is available monthly or quarterly. Our research team is well- identity trained, responsible, professional persons who understand the importance of the work they do and the need for confidentiality. whO CAn benefiT fROM ThiS SeRviCe? Any business or organization that needs to monitor its brand performance through the media and the consumers i.e. advertisers, marketers, media owners, television stations, radio stations, advertising agencies, media planners and buyers. Information is aimed at all media players. This provides the resources that they need to adapt to the speed of change. whAT dOeS MediA MOniTORinG SuRveyS dO? Advertising is the key factor in satisfying the psychological need associated with consumer’s expectations and lifestyles. Understanding advertising is vital to identifying market trends and formulating effective approaches. MTC produces analysis reports, which reflect where, and how the commercial was broadcast, as well as the quality of the commercial. In addition the reports reflect the time and programme which the commercial was flighted as well as competitive analysis. They are also for the purposes of spot checks i.e. confirmation of flight of advertisements/ commercials. The aim is for our clients to win customers and respond to competitor’s activities, therefore, guiding clients to understand markets and making of strategic decisions. Guiding our clients towards more profitable business development 28 MTC’S MARKETING RESEARCH AFFILIATIONS: Association for Qualitative Research
  32. 32. BAMPS “This report highlights other basic information that new entrants to markets e.g. investors, can get from some of the CSO reports. The effective use of (B)AMPS can give organisations an effective insight and commercial advantage to meet consumer demands along with facilitating strategic planning and marketing decisions”. CEO of MTC Marketing Research Solutions, Cecilia Patterson
  33. 33. BAMPS Botswana All Media and Products Survey © MTC Marketing Research Solutions research@mtc.co.bw 4.1 BACKGROUND bACkGROund MTC Marketing Research Solutions offers a completely independent, high integrity, media research service providing benefits to Advertisers, Media Owners, Advertising Agencies, Government Departments and also to those who are subject to media coverage and generally involved in the industry. The Botswana All Media and Products Survey is a quantitative study by design, comprising a study across a representative sample of Botswana consumers. The study aims to determine and measure the daily / weekly habits and trends of consumers regarding all aspects of consumer spend, media usage and related patterns. (B)AMPS is a single source of data providing media, product and consumer information and the first study of its kind in Botswana, provided by MTC Marketing Research Solutions. The first survey was run in the second quarter of 2006 and made available on hard copy reports from the end of the third quarter of 2006. effective use of (b)AMPS can give your organisation an effective insight and commercial advantage to meet your consumer demands along with facilitating strategic planning and marketing decisions. The (B)AMPS report answers a series of critical questions regarding media and non media information, such as: 1. Product usage 2. Purchasing habits 3. life Stages 4. life Styles etc. Media research is a SuRvey AvAilAbiliTy rich source of audience AMPS (a SAARF Trademark) research, currently available on Pan data and provides African level in the following countries: information on: Angola Ghana Nigeria Swaziland Target audiences Lesotho Tanzania Zambia Media usage patterns Madagascar Uganda Zimbabwe Audience profiles Malawi Kenya favourite programmes Mocambique South Africa Stations watched Stations listened to OuR ASSOCiATeS viewing times BAMPS is conducted in conjuction with our listening times associate members: Readership patterns etc Guiding our clients towards more profitable business development 30 Association for Qualitative Research
  34. 34. BAMPS Botswana All Media and Products Survey continued © MTC Marketing Research Solutions research@mtc.co.bw 4.2 INFORMATION PROVIDED BY BAMPS Media research allows you to identify and profile your (B)AMPS not only provides information on listenership, target market through viewership and readership patterns, but also measures audience research as it tells livinG STAndARdS (whether households have tap you: water, flushing toilets and electricity), life STAGeS, who reads, hOMe ACTiviTieS, services, ShOPPinG, fMCG (Fast Moving Consumer Goods), PROduCT PeRSOnAl uSAGe watches and listens and PuRChASeS. Purchases include financial services to which different and buying habits in varying categories, and ownership media and at what and purchase of durables such as vehicles, appliances and electrical equipment. time Interviews for this survey are conducted in main national languages of Botswana, namely Setswana and English. The KISH Grid is utilized in respondent selection where households were selected at random. Data collection methodology utilizes the personal one-on-one technique and diaries using the flooding system, and a total of five hundred households were surveyed in the first survey of 2006 in both urban and rural areas. Follow up studies will survey 750 households due to an increase in geographic scope. Core questions asked during each survey relate to product usage, newspaper and magazine reading habits, as well as electronic media consumption habits. In line with trends in media research worldwide, MTC Marketing Research Solutions plans to conduct an AMPS study once a year and diaries twice every year on a biannually basis. In addition, the sample size will be increased to 750 households annually. 4.3 SURVEY OBJECTIVE The objective of the survey is to provide information that can be used by marketers to define and understand their target markets better and provide information on media habits, level of media consumption (electronic, print and outdoor) and usership profiles that can be used to maximize the effectiveness of All Media And Poduct Surveys gold standards, i.e. marketers, media owners and advertisers use the data for the buying and selling of airtime. Other important users include Government Departments. Guiding our clients towards more profitable business development 31 Association for Qualitative Research
  35. 35. BAMPS Botswana All Media and Products Survey continued © MTC Marketing Research Solutions research@mtc.co.bw bOTSwAnA All 4.3 SURVEY OBJECTIVE (CONT.) MediA And PROduCTS SuRvey dATA will advertising spend, by reaching as many of the target market helP yOu TO: as possible through better placement of advertising. • Formulate Marketing In short, the survey is designed to provide the marketer with Plans tools for market segmentation, market targeting and product • Maximise efficiency positioning. and cost effective use of limited resources weiGhTinG • Test if media campaign The sample for this study is weighted to the relevant objectives have been population of Botswana aged 15 years and above, based successful on the Central Statistical Office’s Demographic Survey of • Design ad-hoc 2001, using adults over 18 years of age only. From the total research studies as a population of 1,680,863, adults aged 15 and above amount to secondary information 1,066,953. This is 64% of the total population. Approximately source 58% of these live in the rural areas, while 42% live in urban areas. We survey all adults aged 18 years and above only. PuRPOSe In 2001, MTC Marketing Research Solutions started talks with the stakeholders in Botswana as we realize the need for an Advertising Research Foundation (the Foundation) for the purpose of conducting All Media & Products Surveys. As there is still no foundation formed, MTC Marketing Research Solutions is taking the commercial risk to conduct this study. Results of this survey are available through data bureau companies such as TELMAR and Eighty Twenty will provide a cross-analysis of all questions by age, gender, area (i.e. urban and rural), home language and LSM’s. The CD is rich in data. Overall there are a million possible figures that can be extracted. SuRvey AvAilAbiliTy AMPS (a SAARF Trademark) research, currently available on Pan African level in the following countries: Angola, Ghana, Lesotho, Madagascar, Malawi, Mocambique, Nigeria, Tanzania, Uganda, Kenya, South Africa, Swaziland , Zambia , Zimbabwe OuR ASSOCiATeS BAMPS is conducted in conjuction with our associate members Guiding our clients towards more profitable business development 32 Association for Qualitative Research

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