Brand Scorecard Brochure Online
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This document describes Brand Scorecard, a monthly brand tracking study that measures brand performance and competitiveness. It tracks brands across various metrics like awareness, preference, persuasion, loyalty and momentum. It provides category-level analysis for clients on a monthly basis. The methodology involves an online survey of over 1,000 respondents to assess brands and benchmark them against competitors. Sample reports include brand metrics, shares, perceptions and profiles of respondents. Pricing options include one-time reports for Rs. 75,000 or an annual subscription for Rs. 3,60,000 plus taxes.
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Brand Scorecard Brochure Online
- 2. Brand ScorecardTM 1 Study Overview The first syndicated brand tracking study that proposes to measure your brand performance at the category level on a monthly basis The Brand ScorecardTM not only measures the current performance of your brand but also its future-readiness (the ‘momentum’ with which it is moving to compete for future market shares) Measures the ‘sustenance power’, ‘persuasive power’, ‘consumer pull’, ‘loyalty’ and ‘momentum’ of your brand vis-à-vis the competing brands in the category Gives you the key reasons why your brand is preferred more (or less) vis-à-vis the competing brands
- 3. Brand ScorecardTM 2 JuxtConsult Brand Track Framework Brand MomentumBrand Momentum Brand Visibility TOM Ad Recall (share of voice) Brand Consideration TOM Brand Recall (share of mind) Brand Visibility TOM Ad Recall (share of voice) Brand Consideration TOM Brand Recall (share of mind) Brand SustenanceBrand Sustenance Brand Preference Brand Likely to Buy (share of preference)Brand Preference Brand Likely to Buy (share of preference) Brand PersuasionBrand Persuasion Brand LoyaltyBrand LoyaltyBrand PullBrand Pull Brand Switch Brand Repeat Purchase Likely Loyal UsersLikely Switchers (Net) Brand use currently (share of consumers)Brand Switch Brand Repeat Purchase Likely Loyal UsersLikely Switchers (Net) Brand use currently (share of consumers)
- 4. Brand ScorecardTM 3 Brand Sustenance Ratio of TOM Brand Recall TOM Ad Recall How much does the brand transcend the ad Brand Persuasion How persuasive is the brand story Ratio of Intention to Purchase Brand Spontaneous Brand Recall Brand Pull Brand’s ability to attract new/competitive brand consumers Ratio of Likely Switch-ins to the Brand Likely Switch-outs from the Brand Brand Loyalty How much is the brand retaining its existing consumers Ratio of Likely to Continue Buying the Brand Total Current Users of the Brand Key Brand Scorecard Measures!
- 5. Brand ScorecardTM 4 Key Brand Scorecard Measures! Secondary Brand Share Total Current Users of the Brand Total Current Users of the Category Brand share on multiple brand usage basis Primary Brand Share Brand share on most-preferred brand usage basis Preferred Current Users of the Brand Total Current Users of the Category Brand MomentuxTM Brand’s competitive-readiness for future market shares Brand Mass x Brand Speed Accelerators Current Users x Brand Persuasion factor, Brand Pull factor, Brand Loyalty factor
- 6. Brand ScorecardTM 5 Study Methodology Monthly brand tracking and reporting Reporting sample of over 1,000 category relevant respondents every month. Both intended and current category users captured Online survey conducted using JuxtConsult’s own net user panel (www.getcounted.net). The panel has over 65,000 members already with 10,000 new members getting added every month Data made representative of all online Indians across SEC classes, age groups, income groups and town classes (using appropriate 'demographic multipliers‘ from JuxtConsult India Online 2008 Study)
- 7. Brand ScorecardTM 6 The Report Index Overall ‘category’ level brand tracking and brand scorecard analysis Brand parameters reported: • Ad Scores (TOM ad recall, source of ad recall) • Brand Mindshare Scores (TOM brand recall, source of recall, Total aided brand awareness) • Brand Perception Map • Brand Shares (Secondary - multiple usage basis, Primary - preferred usage basis) • Reasons for preference for the primary brands • Overall usage satisfaction rating for the primary brand • Brand Performance Scores (Mind and Brand share conversion ratios, Sustenance, Persuasion, Pull, Loyalty, Momentum) Change reporting to start only from the second month Custom and segment level reporting can be considered separately at additional cost* *depending on the sufficiency of sample size of required segment cuts
- 8. Brand ScorecardTM 7 Most preferre websites fo specific onlin activities Google leadsd r e in * both ‘mind’ share and ‘user share! Most preferred websites for specific online activities* Brand Scorecard Sample Category: Online News August 2008
- 11. Brand ScorecardTM 10 Brand MomentuxTM Map Sample Only Brand Momentum Yahoo NDTV Rediff Timesofindia Google newsIndiatimes BBC MSN Aajtak CNN Moneycontrol 1.0 1.5 2.0 1.0 1.5 2.0 Brand Speed BrandMass Mass Driven Size Speed Driven Logarithmic Scale
- 12. Brand ScorecardTM 11 Brand Perceptual Map Sample Only The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes. Brand 2.01.51.0.50.0-.5-1.0-1.5 Attribut e 2 1 0 -1 -2 -3 Participate in opinion poll Check photogallery/videos Read health/lifestyle articles Check business/financial news info CNBC Moneycontrol Economictimes Indiatimes MSN Aajtak CNN BBC Rediff Google News Timesofindia NDTV Yahoo Check for latest national news/updates Read day's news & in-depth reporting Check for latest cricket scores Check for entertainment content Check news/scores in others sports Check for latest international news/updates The closer it is to ‘0-0’ axis, the less it is associated with any attribute at all
- 13. Brand ScorecardTM 12 Respondent Profile- Online News August 2008 Sample Only Demographic Attributes Respondent Profile Sample Size- 1,118 Representation Size- 27 million Male 83% Gender 17%Female Below 13 years Not included in study 13-18 years 5% 19-24 years 32% 25-35 years 45% 36-45 years 10% Age Distribution Above 45 years 8% Up to 1 Lakh 14% 1-5 Lakhs 9% 5-10 Lakhs 40% City Type (Population Size) Above 10 Lakhs 37% Metro 33% Urban uptowns 7% Emerging Towns 17% City Type (Market Size) Others 43%
- 14. Brand ScorecardTM 13 Respondent Profile- Online News August 2008 Sample Only Demographic Attributes Respondent Profile Sample Size- 1,118 Representation Size- 27 million North 23% East 16% South 31% Region-wise Distribution West 30% SEC - A 32% SEC - B 35% SEC - C 23% SEC - D 8% Socio-economic Classification SEC - E 2% Up to Rs. 10,000 37% Rs. 10,000 – Rs. 30,000 41% Rs. 30,000 – Rs. 50,000 10% Monthly Household Income Above Rs. 50,000 12% 4-wheeler 16% 2-wheeler 54% Bi-cycle / others 14% Most Expensive Vehicle in the HH Don't own any vehicle 16%
- 15. Brand ScorecardTM 14 Pricing of reports Payment Terms – One Time Report- 100% advance Delivery Timeline – First Report- 1 week from the date of order - Monthly Reports- Every month end (by 30th ) Report Format - PDF One Time Report* (1 month report) Annual Subscription* (12 monthly reports) Rs.75,000 Rs.3,60,000 *12.36% service tax extra
- 16. Brand ScorecardTM 15 Address : 3, Kehar Singh Estate, 1st Floor,Address : 3, Kehar Singh Estate, 1st Floor, Westend Marg, Lane 2, Said-ul-Ajaib,Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030New Delhi – 110030 Telephone : +91-11-29535098, +91-98112-56502Telephone : +91-11-29535098, +91-98112-56502 Contact Person: Sanjay TiwariContact Person: Sanjay Tiwari Email : sanjay@juxtconsult.com Website : www.juxtconsult.com ContactContact Details Brand ScorecardTM 15 Email : sanjay@juxtconsult.com Website : www.juxtconsult.com