The document provides background information and objectives for a brand tracking study conducted across several cities in Indonesia to understand brand awareness, purchase behavior, usage, and image for various food categories including oyster sauce. Specific data and analyses are presented for the oyster sauce category regarding incidence rates, user profiles, brand awareness, usage funnel metrics, key brand attributes, and differentiation between the client and competitor brands. Trends are observed across multiple waves of the study.

1. 1
Case study on Brand tracking
Please answer the following questions (based on the data provided)
• The awareness of the client brand has increased significantly, what might have
caused this sudden shift?
• Among the growth strategies of Create, Compete, Covert, Intensify which do you
think is most applicable for our client?
• Slide 14 gives the actual brand image association scores and slide 15 a derived
one, why do you think Kadence needs to do this analysis?
• If you were the marketing consultant for the competitor what advice would you
give them to counter our client?
• Prepare a SWOT analysis for our client.
Note: Brevity valued, verbosity scorned.

2. 22
Background & Objectives
 CLIENT needs to understand the incidence
of various category and category overlap,
Brand Awareness, Purchase Behavior,
Brand Usage, Key drivers, Imagery and
Brand Differentiation, and Effectiveness of
Advertising and Promotion activities of
CLIENT brand vs. Competition among Soy
Sauce, Chili Sauce, Oyster Sauce, RTD Juice,
& Cordial Liquid.
 Kadence have conducted a Brand Tracking
Study across 6 cities i.e. Jabodetabek,
Surabaya, Medan, Makassar, Semarang
and Samarinda.
 Oyster Sauce is tracked in Wave 3 & Wave
4 in 2012 and Wave 2 in 2013
Research
Background
Research
Objective
Incidence Check 1 Brand Health 2
Objectives:
To understand the incidence of
various categories
Demographic(i.e. age, income)
To understand the Category
profile
Objectives:
Within each category,
understand:
Brand Awareness,
Purchase Behavior
Brand Usage
Key drivers
Imagery and Brand
Differentiation
Effectivenessof
Advertising and
Promotion activitiesof
CLIENT brand vs
Competition

3. 33
Category Incidence – P3M (FOOD)
W1-b (n=1240) , W1-c (n=1924), W1-d (n=1557), W2-a (n=1703), W2-b (n=1619)
Please note that Category Incidence is calculated from Level 1 Random
Salty soy sauce
Incidence Trended
Sesame Oil
Worchestershire
SauceSweet and Sour SauceOyster sauce
W1-b W1-c W1-d W2-a W2-b
Aug 2012 Dec 2012 Mar 2013 May 2013 Aug 2013
24%
32%
35%
32%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%

4. 44
Incidence & Frequency of Oyster Sauce
(W1d vs W2b)
Wave 1-d
Overall
Jabodetabek
Semarang
Surabaya
Medan
Samarinda
Makassar
35%
41%
28%
24%
15%
39%
38%
Incidence – Oyster Sauce
Wave 2-b
Overall
Jabodetabek
Semarang
Surabaya
Medan
Samarinda
Makassar
40%
48%
32%
34%
19%
37%
34%
Incidence – Oyster Sauce
Salty Soy Sauce
Salty Soy Sauce
18%
16%
17%
11%
13%
40%
41%
20%
21%
5%
9%
17%
35%
55%

5. 5
Sample Profile: Oyster Sauce Detailed Profile
Wave-2b (unweighted)
The data in this slide is unweighted (true sample). All data in the
following slides has been weighted by city, age and SES
Sample
Size
n=440
Mother Type
MEDAN
SAMARINDA
JABODETABEK
SEMARANG
MAKASSAR
SURABAYA
16%
19%
16%
16%
16%
16%
Don't Have 6 -
9 y.o Kids
Have 6 - 9 y.o
Kids
53%
47%
25 - 35 y.o 36 - 45 y.o
AreaCoverage
Age
58%
42% SES
GROUP
63%
37%

6. 666
Dual Category users and type of Purpose
(Combined Data W1d and W2b)
Oyster
Only
(n=769)
Oyster+
(n=107)88% 12%
71%
Oyster +
Sesame Oil
36%
9%
Oyster +
Worcestershire sauce
Oyster +
Sweet Sour Sauce
n=876

7. 77
Brand Awareness for Oyster Sauce Brand
(W1-c,W1-d, & W2-b)
22%
12%
27%
77%
87%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CLIENT
COMPETITO
R
Sample Size
W1c n=445
W1d n=436
By Total
TOM TOTAL SPONTANEOUS TOTAL AWARENESS
W1c W1d W2b
Panda
Lee Kum Kee
56%
52%
80%
96%
99% 98%
83%
86% 96%
99% 99% 100%
Legend :
Sig 95% Diff.
for from W2b
to W1d
W1c W1d W2b W1c W1d W2b
W2b n=440

8. 88
Brand Usage for Oyster Sauce Brand
(W1-c,W1-d, & W2-b) (2/2)
21%
15%
24%
85%
91%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
CLIENT
COMPETITO
R
Sample Size
W3 n=445
W4 n=436
By Total
Past 1 Month Past 1 Week BUMO
W1c W1d W2b
Panda
Lee Kum Kee
21%
10%
18%
81%
90%
83%
18%
10%
17%
80%
89%
82%
Legend :
Sig 95% Diff.
for from W3
to W4
W1c W1d W2b W1c W1d W2b
W2b n=440

9. 99
Profiling for Oyster Sauce W2-b
(Based on BUMO)
Cities
Jabodetabek
Semarang
Surabaya
Medan
Samarinda
Makassar
Age Group
25 - 35 y.o
36 - 45 y.o
SES Group
SES AB
SES CD
57%
9%
14%
11%
3%
6%
58%
42%
48%
52%
48%
3%
6%
14%
6%
22%
46%
54%
64%
36%
59%
10%
15%
11%
3%
2%
61%
39%
44%
56%
Oyster Sauce
Users (n=440)
CLIENT Users
(n=113)
COMPETITOR
Users (n=325)

10. 101010
Brand Funnel – Parent Brands (1/2)
Awareness
P12M
P3M
P1M
P1W
BUMO
83%56%22%
38%
25%
21%
21%
18%
Total Awareness Total Spont. (incl. TOM) TOM (Top of Mind)
46%
67%
83%
98%
90%
CLIENT
W1-c
COMPETITOR
55%
86%52%12%
32%
17%
15%
10%
10%
37%
54%
85%
71%
97%
W1-d
33%
96%80%27%
44%
31%
24%
18%
17%
46%
69%
77%
74%
99%
W2-b
40%
Awareness
P12M
P3M
P1M
P1W
BUMO
99%96%77%
89%
86%
85%
81%
80%
90%
96%
99%
95%
100%
W1-c
91%
99%99%87%
96%
92%
91%
90%
89%
96%
97%
98%
99%
99%
W1-d
94%
100%98%73%
95%
86%
83%
83%
82%
95%
91%
96%
100%
100%
W2-b
88%
W1-c (n=445) ; W1-d (n=436) ; W2-b (n=440)W1-c (n=445) ; W1-d (n=436) ; W2-b (n=440)

11. 1111
Reasons of Using The Brand Most Often
among Oyster Sauce
A9. Could you tell why do
you use it as your most
often brand in past one
month?
TOTAL
(n=440)
CLIENT
(n=113)
COMPETITOR
(n=325)
92%
62%
39%
38%
34%
31%
9%
64%
64%
60%
34%
28%
21%
22%
22%
18%
18%
99%
64%
66%
57%
37%
32%
18%
40%
40%
76%
35%
45%
39%
42%
42%
47%
47%
90%
62%
33%
34%
33%
31%
7%
69%
69%
56%
34%
25%
17%
18%
18%
12%
12%
Taste
The savory taste is just right
The oyster taste is just right
Make the dishes taste become delicious
The combination of sweet, salty and
savory taste is just right
Make the dishes taste become savory
Creates a tasty seafood aroma in the dish
Availability
Can be purchased anywhere
Product Issue
The sauce thickness is just right
The sauce is thicker
The oyster aroma is strong
Purpose of Usage
The sauce is easy to absorb in the dishes
Brand
Produced by famous company

12. 121212
Brand Funnel – CLIENT among Cities (1/2)
Total Awareness Total Spont. (incl. TOM) TOM (Top of Mind)
Total
Awareness
P12M
P3M
P1M
P1W
BUMO
86%52%12%
32%
17%
15%
10%
10%
37%
54%
85%
71%
97%
W1-d
33%
96%80%27%
44%
31%
24%
18%
17%
46%
69%
77%
74%
99%
W2-b
40%
Jabodetabek
Awareness
P12M
P3M
P1M
P1W
BUMO
84%44%7%
32%
15%
13%
6%
6%
38%
47%
86%
48%
94%
W1-d
20%
99%85%24%
48%
32%
23%
15%
15%
48%
68%
71%
65%
100%
W2-b
31%
Semarang
Awareness
P12M
P3M
P1M
P1W
BUMO
78%58%14%
13%
8%
6%
5%
5%
17%
66%
69%
85%
100%
W1-d
39%
96%85%8%
17%
8%
7%
5%
5%
18%
46%
91%
73%
100%
W2-b
31%
Surabaya
Awareness
P12M
P3M
P1M
P1W
BUMO
79%42%4%
19%
9%
5%
5%
5%
24%
46%
57%
100%
100%
W1-d
26%
82%46%9%
26%
18%
13%
8%
8%
32%
69%
71%
65%
100%
W2-b
32%
W1-d (n=436) ; W2-b (n=440)W1-d (n=436) ; W2-b (n=440) W1-d (n=83) ; W2-b (n=83)W1-d (n=83) ; W2-b (n=83)
W1-d (n=71) ; W2-b (n=71)W1-d (n=71) ; W2-b (n=71) W1-d (n=73) ; W2-b (n=72)W1-d (n=73) ; W2-b (n=72)

13. 131313
Key Driver Analysis of Oyster Sauce
High
Claimed ImportanceLow High
Hygiene FactorLow Priority
Latent Motivator Key Driver
Create appetizingaromeHave a perfect oyster arome
Have an attractive color after
cooked
Have a right viscosity
Have a perfect oyster taste
after cooked
Offers value for money
Available in many sizes and
packaging
The product is available at the
store nearby/the walking
vegetable trader/traditional
market
Premium
Made from natural ingredients
Suitable for all kind of dishes
Trusted brand
Modern
Innovative
Has a good taste
High quality product
Make my dish becomes as
tasty as in chinese restaurant's
cuisine
Arouse my appetite
DerivedImportance

14. 141414
Brand Image of Oyster Sauce
40%
29%
36%
51%
47%
50%
30%
55%
41%
45%
37%
31%
62%
34%
34%
50%
57%
50%
Available at the store nearby
Has a good taste
Have a right viscosity
Available in many sizes & pack
Offers value for money
Made from natural ingredients
Perfect oyster taste after cooked
Suitable for all kind of dishes
Attractive color after cooked
High quality product
Create appetizing aroma
Have a perfect oyster aroma
Trusted brand
Arouse my appetite
Make dish becomes tasty
Premium
Modern
Innovative
Key Drivers
Hygiene factors
Latent Motivator
Low Priority
CLIENT
SAUS
TIRAM
(n=413)
COMPETI
TOR
(n=440)
Lee Kum
Kee
(n=57)
Panda
(n=91)
Avg Attributes Mentioned : 7.79 15.26 2.54 2.78
88%
89%
84%
89%
87%
83%
84%
85%
84%
80%
86%
89%
86%
86%
84%
78%
84%
80%
14%
13%
6%
10%
18%
18%
15%
18%
14%
10%
16%
11%
26%
7%
8%
24%
20%
7%
15%
12%
17%
15%
7%
28%
15%
24%
9%
11%
10%
11%
18%
3%
11%
38%
29%
4%

15. 151515
Brand Differentiation of Oyster Sauce
Available at the store nearby
Has a good taste
Have a right viscosity
Available in many sizes & pack
Offers value for money
Made from natural ingredients
Perfect oyster taste after cooked
Suitable for all kind of dishes
Attractive color after cooked
High quality product
Create appetizing aroma
Have a perfect oyster aroma
Trusted brand
Arouse my appetite
Make dish becomes tasty
Premium
Modern
Innovative
Key Drivers
Hygiene factors
Latent Motivator
Low Priority
CLIENT
SAUS
TIRAM
(n=413)
COMPETI
TOR
(n=440)
Lee Kum
Kee
(n=57)
Panda
(n=91)
-1 1 -1 1 -1 1 -1 1

16. 161616
Brand Differentiation of Oyster Sauce (BUMO)
Available at the store nearby
Has a good taste
Have a right viscosity
Available in many sizes & pack
Offers value for money
Made from natural ingredients
Perfect oyster taste after cooked
Suitable for all kind of dishes
Attractive color after cooked
High quality product
Create appetizing aroma
Have a perfect oyster aroma
Trusted brand
Arouse my appetite
Make dish becomes tasty
Premium
Modern
Innovative
Key Drivers
Hygiene factors
Latent Motivator
Low Priority
-1 1 -1 1
CLIENT
SAUS
TIRAM
(n=113)
COMPETI
TOR
(n=325)

17. 171717
Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)
KEY DRIVERS (1/2)
Legend : Sig 95% increase
from Previous Wave
Sig 95% decrease
from Previous Wave++ --
Key Drivers Hygiene factors Latent Motivator Low Priority
Have a right
viscosity
Available in
many sizes &
pack
42%
85%
20% 14%
38%
92%
18% 24%
51%
89%
10% 15%
CLIENT
W1-c W1-d W2-b
COMPETITOR
W1-c W1-d W2-b
Lee Kum Kee
W1-c W1-d W2-b
Panda
W1-c W1-d W2-b
38%
82%
7% 16%28%
89%
15% 16%
36%
84%
6% 17%
Has a good
taste
32%
84%
12% 16%
33%
88%
21% 7%
29%
89%
13% 12%
Available at
the store
nearby
30%
88%
5%
19%27%
93%
10% 4%
40%
88%
14% 15%
++
-- ++
++
--++

18. 181818
Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)
KEY DRIVERS (2/2)
Legend : Sig 95% increase
from Previous Wave
Sig 95% decrease
from Previous Wave++ --
Key Drivers Hygiene factors Latent Motivator Low Priority
Perfect
oyster taste
after cooked
30%
85%
5% 18%
35%
89%
17% 16%
30%
84%
15% 15%
CLIENT
W1-c W1-d W2-b
COMPETITOR
W1-c W1-d W2-b
Lee Kum Kee
W1-c W1-d W2-b
Panda
W1-c W1-d W2-b
Made from
natural
ingredients
57%
81%
10%
32%43%
90%
39% 25%
50%
83%
18% 28%
Offers value
for money
50%
81%
13% 10%
41%
89%
18% 14%
47%
87%
18% 7%
-- ++
-- ++ ++ --
++

19. 191919
Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)
HYGIENE FACTORS (1/2)
Legend : Sig 95% increase
from Previous Wave
Sig 95% decrease
from Previous Wave++ --
Key Drivers Hygiene factors Latent Motivator Low Priority
High quality
product
Create
appetizing
aroma
CLIENT
W1-c W1-d W2-b
COMPETITOR
W1-c W1-d W2-b
Lee Kum Kee
W1-c W1-d W2-b
Panda
W1-c W1-d W2-b
49%
83%
23% 16%
35%
88%
21% 18%
45%
80%
10% 11%
Attractive
color after
cooked
34%
84%
4% 10%
34%
89%
15% 15%
41%
84%
14% 9%
Suitable for
all kind of
dishes
53%
87%
37% 29%
53%
90%
22% 20%
55%
85%
18% 24%
++
-- ++ --
31%
88%
11%
26%32%
91%
14% 14%
37%
86%
16% 10%
--
--

20. 202020
Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)
HYGIENE FACTORS (2/2)
Legend : Sig 95% increase
from Previous Wave
Sig 95% decrease
from Previous Wave++ --
Key Drivers Hygiene factors Latent Motivator Low Priority
Trusted
brand
68%
83%
11% 11%
56%
89%
27% 22%
62%
86%
26% 18%
CLIENT
W1-c W1-d W2-b
COMPETITOR
W1-c W1-d W2-b
Lee Kum Kee
W1-c W1-d W2-b
Panda
W1-c W1-d W2-b
Have a
perfect
oyster aroma
35%
75%
8% 9%
35%
89%
17% 14%
31%
89%
11% 11%
--
++
++ ++

21. 212121
Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)
LATENT MOTIVATOR
Legend : Sig 95% increase
from Previous Wave
Sig 95% decrease
from Previous Wave++ --
Key Drivers Hygiene factors Latent Motivator Low Priority
Modern
Innovative
43%
83%
14% 23%
40%
87%
23% 11%
50%
80%
7% 4%
CLIENT
W1-c W1-d W2-b
COMPETITOR
W1-c W1-d W2-b
Lee Kum Kee
W1-c W1-d W2-b
Panda
W1-c W1-d W2-b
Premium
45%
63%
38% 37%
56%
73%
39% 26%
50%
78%
24% 38%
Make dish
becomes
tasty
45%
77%
26% 19%33%
84%
30% 22%34%
84%
8% 11%
--
++
--
++ -- ++
50%
80%
38% 27%
47%
91%
31% 25%
57%
84%
20% 29%
++ ++
++ ++ --

22. 222222
Promo Awareness
Promo
AWARE
NO
90% 10%
Yes
LQ1. Have you seen
or heard about
PROMO “Buy
oyster sauce free
kitchen glove” in
the P3M?
n=440
LQ2. Where did you see or hear about Buy
oyster sauce free kitchen glove? (n=22*)
Supermarket
Hypermarket
Pasar
Minimarket
Warung
42%
29%
17%
12%
1%
LQ3. Have you ever participate in the Buy
oyster sauce free kitchen glove? (n=22*)
*Note : Low base (n<30)*Note : Low base (n<30)
44%
Ever
Participate
“Buy Oyster Sauce get free Kitchen Glove”

23. 232323
Overall Satisfaction of Promo
Don’t Know
Very dissatisfied (1.0)
Quite dissatisfied (2.0)
Quite satisfied (3.0)
Very Satisfied (4.0)
Mean Score
2.85T2B
68%
12%
56%
14%
6%
13%
LQ6. Overall, how
satisfied are you with
Buy oyster sauce free
kitchen glove?
(n=440)
LQ7. how likely would you be to choose CLIENT ? (n=440)
17%
54%
27%
2%
The promotion would make me much more
likely to choose CLIENT
It would make me a little more
likely to choose CLIENT
It would make no difference
It might put me off choosing
CLIENT