SlideShare a Scribd company logo
SME Estudio Marcas que Marcan 2012
Is your Brand in the MIND of the consumers?

The SME offers your company the opportunity to know
if your brand is among the ones that people remember
and value the most through the new and improved
2012 Brand Study Marcas que Marcan.
IMPROVEMENTS to the 2012 SME Brand Studies

 • More interviews for a larger sample per category
 • The addition of a qualitative study
 • Measurement of the impact of brands in Social Media through
   the new study: La Marca Enredada
 • Findings presented by industry / category
Also INCLUDED in Marcas que Marcan

 •   The participation of more than one brand per category
 •   The opportunity to include up to 2 questions about your brand (for your
     eyes only)
 •   Measurement of WOM in the past 3 months
 •   Aperture to recommend the brand slogans association
 •   Future intention to purchase
 •   Drivers for decisional process
 •   Level of satisfaction with the brand
 •   Psychographic Profile
QUALITATIVE Study Methodology for Marcas que Marcan


                         •   Four (4) focus groups among men and women
                             from the San Juan metro extended area, ages
                             18 and up, belonging to a SEL B (wide) and
                             with an annual household income between
                             $25,000 and $60,000.
                         •   This methodology will help provide the
                             WHY’s to the answers obtained from the
                             quantitative data gathered.

           This is a new addition to Marcas que Marcan
QUANTITATIVE Study Methodology & Sample Design

Personal survey in two stages:

First stage:
                                                  Second stage:
• Sample island wide, 7 regions, random
                                                  • Once the impact of users per
  stratification, with randomized selected
                                                    category is determined, additional
  sample units.
                                                    interviews are conducted for a
• 1,350 interviews with people of 18 years          minimum of respondents in each
  or more, representing Puerto Rico's               category up to a maximum
  population per age, gender, income level          sampling close to + 5%.
  and region. (12-17 years will be included per
  request of customers in their category)

• Maximum sampling error less than 3%
QUANTITATIVE Methodology: Data Collection


                        Information as of May 2012
                        • The research instrument consists of a
                          questionnaire of open and close ended
                          questions, which is validated through pilot
                          testing.
                        • The questionnaire will be provided
                          through personal interviews in areas of
                          concentration
                        • Aleatory sample of a minimum of 300
                          interviews per category
Information ANALYSIS


The data analysis will be performed using the
statistical program StatPac.

In addition to obtaining the frequencies and
crossings per categories, further statistical tests
will be performed to corroborate whether the
differences observed in some variables are due to
the association between them and demographics
such as gender and age, among others.
What you need to know about the brands with results
segmented by industry or category

 • The one without which I can not live
 • The most innovative
 • The most fun
 • The most active
 • The most prestigious
 • The one that represents the best value for my money
 • The most reliable; it never fails
 • The most loved
Sample of QUESTIONS

 Advertising RECALL                  Measurement of               ATRIBUTES
                                         WOM                      Measurement
I will mention a series of
names of products or services                              Of the following attributes that I
and would like that you tell                               will mention, what are the three
me if you remember having         In the past three (3)    most important to you when
seen      or     heard     any    months, a relative,      choosing a ________?
advertisement or commercial       friend or acquaintance   The brand with the best
for that type of service or       has talked about the     customer service              []
product in the past month. If                              The brand with the best quality
                                  following services or
you have seen them, I like                                 of products or services       []
                                  products?                The brand that represents the
that you please tell me what
brand or brands, through                                   best value per money          []
which media it was, what do                                Cheapest brand                []
you recall and how much you                                Socially responsible brand [ ]
liked or disliked this message,                            The brand that reflects your
using a scale where 5 means a                              lifestyle and personality     []
lot and 1 means nothing.                                   The brand you can trust       []
Sample of QUESTIONS

Use & SATISFACTION                   Future Intention of                     TRENDS
                                        PURCHASE
Could you tell me the brand                                         I will read a number of trends or
and model of vehicles that you      How likely or unlikely would    situations that might be happening
have at home?                       it be that the next time you    in Puerto Rico, and I would like
                                    are selecting a financial       you to tell me the 5 with whom
How satisfied or dissatisfied you   institution for a product or    you most identify.
feel with your car now? Would       service, you select [______]?
say that you feel ...                                               • Working from home
                                                                    • To do transactions and shopping
Are you considering purchasing      How likely or unlikely would    online / mobile
a new or used vehicle in the        it be that the next time        • Exercising or playing sports
next year?                          someone asks for a financial    • Activities like yoga, meditation
                                    institution   you      would    and others related to wellbeing
How often do you change your        recommend         [______]?     • Esthetic treatments
vehicle? ______ years                                               • To have social interaction pages
                                                                    • Joining social causes and / or
                                                                    environmental
New Study La Marca Enredada*
•      This is a new SME Study that will measure the impact of Social Media in Brands
       by analyzing how brands are perceived by Social Media users in Puerto Rico
•      It will include general questions about brands and sections divided by product
       categories such as: beverages, banks, telecommunications, cars, food, electronics,
       universities and health care insurance, among others (categories will be determined by
       the type of companies that buy the study before April 25th)

•      The study will be conducted online using Social
       Media platforms
•      The study will include next steps general
       recommendations for Brands
•      Companies can include one (1) question about
       their brand if their participation is confirmed
       before April 25th (For your eyes only)

    * This is a separate study from Marcas que Marcan.
2011 Marcas que Marcan Event with Bruce Turkel
Studies CALENDAR


  Decision to participate:                                  April 25, 2012
  50% Deposit & 2 questions about your product / service:   April 30, 2012
  Validation Pilot:                                         May 4, 2011
  Field work:                                               May
  Results Analysis:                                         June
  Final balance payment to SME:                             June 22th, 2012
  Results presentation:                                     June 26th, 2012
  Individual presentations to companies:                    Starting July 9th
INVESTMENT Options per Study

 ALL INCLUSIVE OFFER: Marcas que Marcan                                    SME                   General
 Quantitative & Qualitative Study with 2 questions                        Members                 Public
 about your brand; plus La Marca Enredada Study with 1
 question about your brand. *                                                $8,500              $9,000
                                                                            SME                  General
 Marcas que Marcan Quantitative & Qualitative                              Members                Public
 Study with 2 questions about your brand *
                                                                            $7,500               $8,000

                                                                            SME                  General
 La Marca Enredada Study with 1 question about
                                                                           Members                Public
 your brand in social media. (Includes 2 tickets for the
 study presentation)                                                         $1,500              $2,000

       * Includes 4 tickets to the presentation of the study event on Wednesday, June 26, 2012
2012 Marcas que Marcan Organizing Committee

      Chairman:
      • Edwin Aquino, Custom Research Center Inc.

      Volunteers:
      • Iris Morales, Custom Research Center Inc.
      • Luis Rodríguez Báez, Estudios Técnicos
      • Marisol Lugo, Lighthouse Market Intelligence, Inc.
      • Pebbles Guadalupe, In Q
      • Eddie Pérez, Puerto Rico Tourism Co.

                          INFORMATION
                  eaquino@customresearchpr.com
     maria.elena@smepr.org • karina@smepr.org • 787-773-5088

More Related Content

What's hot

Team garvey ppt.final.12
Team garvey ppt.final.12Team garvey ppt.final.12
Team garvey ppt.final.12
Nicole Rogers
 
The Impact of Consumers Perception of Environment and Technology in Redeeming...
The Impact of Consumers Perception of Environment and Technology in Redeeming...The Impact of Consumers Perception of Environment and Technology in Redeeming...
The Impact of Consumers Perception of Environment and Technology in Redeeming...
CSCJournals
 
Team garvey ppt.final.12
Team garvey ppt.final.12Team garvey ppt.final.12
Team garvey ppt.final.12
Nicole Rogers
 
To study the effect of readymade garment brands on consumer buying behaviour
To study the effect of readymade garment brands on consumer buying behaviourTo study the effect of readymade garment brands on consumer buying behaviour
To study the effect of readymade garment brands on consumer buying behaviour
Manjit Singh
 
Laptop brand awareness
Laptop brand awarenessLaptop brand awareness
Laptop brand awareness
Prolay Ray
 
THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS ON CONS...
THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS ON CONS...THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS ON CONS...
THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS ON CONS...
International Journal of Business Marketing and Management (IJBMM)
 
The role of product category for brand relationships
The role of product category for brand relationships The role of product category for brand relationships
The role of product category for brand relationships
CBR Conference
 
C332227.pdf
C332227.pdfC332227.pdf
C332227.pdf
ajmrdjournals
 
REPR7312
REPR7312REPR7312
Project report affect on buying behaviour of branding
Project report affect on buying behaviour of brandingProject report affect on buying behaviour of branding
Project report affect on buying behaviour of branding
Tripureshwar Sah
 
Services marketing
Services marketingServices marketing
Services marketing
Pradeep Giri
 
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkata
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in KolkataDISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkata
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkata
ranjansaha
 
Undergrad.Research
Undergrad.ResearchUndergrad.Research
Undergrad.Research
Adriana Cuevas
 
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
Business, Management and Economics Research
 
Mobile phone brand loyalty and repurchase intention
Mobile phone brand loyalty and repurchase intentionMobile phone brand loyalty and repurchase intention
Mobile phone brand loyalty and repurchase intention
Alexander Decker
 
Inherent Indicators of Consumer Product Evaluation A Case of Mobile Handset i...
Inherent Indicators of Consumer Product Evaluation A Case of Mobile Handset i...Inherent Indicators of Consumer Product Evaluation A Case of Mobile Handset i...
Inherent Indicators of Consumer Product Evaluation A Case of Mobile Handset i...
saad SALIM
 
Brand health check
Brand health checkBrand health check
Brand health check
CharityComms
 
business research
business research business research
business research
Abhishek Agarwal
 
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...
paperpublications3
 

What's hot (19)

Team garvey ppt.final.12
Team garvey ppt.final.12Team garvey ppt.final.12
Team garvey ppt.final.12
 
The Impact of Consumers Perception of Environment and Technology in Redeeming...
The Impact of Consumers Perception of Environment and Technology in Redeeming...The Impact of Consumers Perception of Environment and Technology in Redeeming...
The Impact of Consumers Perception of Environment and Technology in Redeeming...
 
Team garvey ppt.final.12
Team garvey ppt.final.12Team garvey ppt.final.12
Team garvey ppt.final.12
 
To study the effect of readymade garment brands on consumer buying behaviour
To study the effect of readymade garment brands on consumer buying behaviourTo study the effect of readymade garment brands on consumer buying behaviour
To study the effect of readymade garment brands on consumer buying behaviour
 
Laptop brand awareness
Laptop brand awarenessLaptop brand awareness
Laptop brand awareness
 
THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS ON CONS...
THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS ON CONS...THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS ON CONS...
THE INFLUENCE OF CULTURAL, SOCIAL, PERSONAL AND PSYCHOLOGICAL FACTORS ON CONS...
 
The role of product category for brand relationships
The role of product category for brand relationships The role of product category for brand relationships
The role of product category for brand relationships
 
C332227.pdf
C332227.pdfC332227.pdf
C332227.pdf
 
REPR7312
REPR7312REPR7312
REPR7312
 
Project report affect on buying behaviour of branding
Project report affect on buying behaviour of brandingProject report affect on buying behaviour of branding
Project report affect on buying behaviour of branding
 
Services marketing
Services marketingServices marketing
Services marketing
 
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkata
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in KolkataDISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkata
DISSERTATION: Consumer Buying Behavior of Toothpaste Brands in Kolkata
 
Undergrad.Research
Undergrad.ResearchUndergrad.Research
Undergrad.Research
 
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
The Effect of Brand Equity on Consumer Behaviour: With Special Reference to D...
 
Mobile phone brand loyalty and repurchase intention
Mobile phone brand loyalty and repurchase intentionMobile phone brand loyalty and repurchase intention
Mobile phone brand loyalty and repurchase intention
 
Inherent Indicators of Consumer Product Evaluation A Case of Mobile Handset i...
Inherent Indicators of Consumer Product Evaluation A Case of Mobile Handset i...Inherent Indicators of Consumer Product Evaluation A Case of Mobile Handset i...
Inherent Indicators of Consumer Product Evaluation A Case of Mobile Handset i...
 
Brand health check
Brand health checkBrand health check
Brand health check
 
business research
business research business research
business research
 
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...
THE IMPACT OF SERVICE QUALITY AND BRAND AWARENESS ON BRAND LOYALTY: (A STUDY ...
 

Viewers also liked

Storyboard
StoryboardStoryboard
Storyboard
Khendle Christie
 
โรคขาดโปรตีน
โรคขาดโปรตีนโรคขาดโปรตีน
โรคขาดโปรตีน
Thanaporn Srithananun
 
FeliCa Liteの片側認証
FeliCa Liteの片側認証FeliCa Liteの片側認証
FeliCa Liteの片側認証
Hirokuma Ueno
 
Beautiful
BeautifulBeautiful
Beautiful
Chandan Dubey
 
A present
A presentA present
A present
Chandan Dubey
 
Metabolic syndrome and dementia
Metabolic syndrome and dementiaMetabolic syndrome and dementia
Metabolic syndrome and dementia
Ravi Soni
 
Managing Windows RT devices in the Enterprise
Managing Windows RT devices in the Enterprise Managing Windows RT devices in the Enterprise
Managing Windows RT devices in the Enterprise
Microsoft TechNet - Belgium and Luxembourg
 
Media Evaluation
Media EvaluationMedia Evaluation
Media Evaluation
loousmith
 
Driving maximum value_from_mobile_technology_(en) for aerospace & defense ind...
Driving maximum value_from_mobile_technology_(en) for aerospace & defense ind...Driving maximum value_from_mobile_technology_(en) for aerospace & defense ind...
Driving maximum value_from_mobile_technology_(en) for aerospace & defense ind...
Faruk Emre Güngör
 
Managing Data Center Connectivity TechBook
Managing Data Center Connectivity TechBook Managing Data Center Connectivity TechBook
Managing Data Center Connectivity TechBook
EMC
 
Deconstruction of production splash
Deconstruction of production splashDeconstruction of production splash
Deconstruction of production splash
harryronchetti
 
Magazine Analysis
Magazine AnalysisMagazine Analysis
Magazine Analysis
ChloeMateides
 
New russisan tank
New russisan tankNew russisan tank
New russisan tank
smacata
 
Barrett brown pt 2 integral sustainable development
Barrett brown pt 2 integral sustainable developmentBarrett brown pt 2 integral sustainable development
Barrett brown pt 2 integral sustainable development
Instituto Integral Brasil
 
V mware organizing-for-the-cloud-whitepaper
V mware organizing-for-the-cloud-whitepaperV mware organizing-for-the-cloud-whitepaper
V mware organizing-for-the-cloud-whitepaper
EMC
 
The application model in real life
The application model in real lifeThe application model in real life
The application model in real life
Microsoft TechNet - Belgium and Luxembourg
 
Changing the Security Monitoring Status Quo
Changing the Security Monitoring Status QuoChanging the Security Monitoring Status Quo
Changing the Security Monitoring Status Quo
EMC
 
La televisió blai
La televisió blaiLa televisió blai
La televisió blai
mgonellgomez
 
Extended project qualification
Extended project qualificationExtended project qualification
Extended project qualification
Khendle Christie
 

Viewers also liked (20)

Storyboard
StoryboardStoryboard
Storyboard
 
โรคขาดโปรตีน
โรคขาดโปรตีนโรคขาดโปรตีน
โรคขาดโปรตีน
 
FeliCa Liteの片側認証
FeliCa Liteの片側認証FeliCa Liteの片側認証
FeliCa Liteの片側認証
 
Beautiful
BeautifulBeautiful
Beautiful
 
A present
A presentA present
A present
 
Metabolic syndrome and dementia
Metabolic syndrome and dementiaMetabolic syndrome and dementia
Metabolic syndrome and dementia
 
Managing Windows RT devices in the Enterprise
Managing Windows RT devices in the Enterprise Managing Windows RT devices in the Enterprise
Managing Windows RT devices in the Enterprise
 
Media Evaluation
Media EvaluationMedia Evaluation
Media Evaluation
 
Driving maximum value_from_mobile_technology_(en) for aerospace & defense ind...
Driving maximum value_from_mobile_technology_(en) for aerospace & defense ind...Driving maximum value_from_mobile_technology_(en) for aerospace & defense ind...
Driving maximum value_from_mobile_technology_(en) for aerospace & defense ind...
 
Managing Data Center Connectivity TechBook
Managing Data Center Connectivity TechBook Managing Data Center Connectivity TechBook
Managing Data Center Connectivity TechBook
 
Deconstruction of production splash
Deconstruction of production splashDeconstruction of production splash
Deconstruction of production splash
 
Magazine Analysis
Magazine AnalysisMagazine Analysis
Magazine Analysis
 
New russisan tank
New russisan tankNew russisan tank
New russisan tank
 
Barrett brown pt 2 integral sustainable development
Barrett brown pt 2 integral sustainable developmentBarrett brown pt 2 integral sustainable development
Barrett brown pt 2 integral sustainable development
 
V mware organizing-for-the-cloud-whitepaper
V mware organizing-for-the-cloud-whitepaperV mware organizing-for-the-cloud-whitepaper
V mware organizing-for-the-cloud-whitepaper
 
The application model in real life
The application model in real lifeThe application model in real life
The application model in real life
 
Changing the Security Monitoring Status Quo
Changing the Security Monitoring Status QuoChanging the Security Monitoring Status Quo
Changing the Security Monitoring Status Quo
 
Doc2
Doc2Doc2
Doc2
 
La televisió blai
La televisió blaiLa televisió blai
La televisió blai
 
Extended project qualification
Extended project qualificationExtended project qualification
Extended project qualification
 

Similar to SME Estudio Marcas que Marcan 2012

Bee4Brands Why Branding_
Bee4Brands Why Branding_Bee4Brands Why Branding_
Bee4Brands Why Branding_
Bee4Brands LLC
 
Marketing Plan for SME
Marketing Plan for SMEMarketing Plan for SME
Marketing Plan for SME
MariskaJosefine
 
The Advertising Process
The Advertising ProcessThe Advertising Process
The Advertising Process
Anubha Rastogi
 
Tle 10 entrepreneurship lesson 2
Tle 10 entrepreneurship  lesson 2Tle 10 entrepreneurship  lesson 2
Tle 10 entrepreneurship lesson 2
aureliolaguna
 
Mm2 sec b_group12
Mm2 sec b_group12Mm2 sec b_group12
Mm2 sec b_group12
Jayanth Reddy Mandadi
 
Understanding Consumer Behaviour in the Cosmetics Industry
Understanding Consumer Behaviour in the Cosmetics IndustryUnderstanding Consumer Behaviour in the Cosmetics Industry
Understanding Consumer Behaviour in the Cosmetics Industry
Jayanth Reddy Mandadi
 
Market Research for Start-ups
Market Research for Start-upsMarket Research for Start-ups
Market Research for Start-ups
Chris Yalonis
 
Market Research for Start-ups
Market Research for Start-upsMarket Research for Start-ups
Market Research for Start-ups
Chris Yalonis
 
Lecture 10 - B2B Marketing & Digital Customer Relationship Management.pptx
Lecture 10 - B2B Marketing & Digital Customer Relationship Management.pptxLecture 10 - B2B Marketing & Digital Customer Relationship Management.pptx
Lecture 10 - B2B Marketing & Digital Customer Relationship Management.pptx
FaizanGul6
 
Benefit Testing CASE2004
Benefit Testing CASE2004Benefit Testing CASE2004
Benefit Testing CASE2004
Caylor Solutions, Inc.
 
Mm2 sec b_group12
Mm2 sec b_group12Mm2 sec b_group12
Mm2 sec b_group12
Hitesh Kumar
 
Mm2 sec b_group12
Mm2 sec b_group12Mm2 sec b_group12
Mm2 sec b_group12
Hitesh Kumar
 
Session 5 - Business Model 2 & Verticals
Session 5 - Business Model 2 & VerticalsSession 5 - Business Model 2 & Verticals
Session 5 - Business Model 2 & Verticals
Anamaria Contreras
 
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
Optimizely
 
Unit 2 types of Marketing Research notes.pdf
Unit 2 types of Marketing Research notes.pdfUnit 2 types of Marketing Research notes.pdf
Unit 2 types of Marketing Research notes.pdf
KrishJaiswal23
 
MKT 575 Education Specialist / snaptutorial.com
MKT 575 Education Specialist / snaptutorial.comMKT 575 Education Specialist / snaptutorial.com
MKT 575 Education Specialist / snaptutorial.com
McdonaldRyan101
 
Attract, Sell, Wow - Date Your Leads and Marry Your Customers
Attract, Sell, Wow - Date Your Leads and Marry Your CustomersAttract, Sell, Wow - Date Your Leads and Marry Your Customers
Attract, Sell, Wow - Date Your Leads and Marry Your Customers
Ramon Ray
 
2016 Earned Brand India
2016 Earned Brand India2016 Earned Brand India
2016 Earned Brand India
Edelman APACMEA
 
Importing, Exporting and SourcingWhat’s this chapter about
Importing, Exporting and SourcingWhat’s this chapter aboutImporting, Exporting and SourcingWhat’s this chapter about
Importing, Exporting and SourcingWhat’s this chapter about
MalikPinckney86
 
Discussion 1This week of assigned reading of the course market.docx
Discussion 1This week of assigned reading of the course market.docxDiscussion 1This week of assigned reading of the course market.docx
Discussion 1This week of assigned reading of the course market.docx
charlieppalmer35273
 

Similar to SME Estudio Marcas que Marcan 2012 (20)

Bee4Brands Why Branding_
Bee4Brands Why Branding_Bee4Brands Why Branding_
Bee4Brands Why Branding_
 
Marketing Plan for SME
Marketing Plan for SMEMarketing Plan for SME
Marketing Plan for SME
 
The Advertising Process
The Advertising ProcessThe Advertising Process
The Advertising Process
 
Tle 10 entrepreneurship lesson 2
Tle 10 entrepreneurship  lesson 2Tle 10 entrepreneurship  lesson 2
Tle 10 entrepreneurship lesson 2
 
Mm2 sec b_group12
Mm2 sec b_group12Mm2 sec b_group12
Mm2 sec b_group12
 
Understanding Consumer Behaviour in the Cosmetics Industry
Understanding Consumer Behaviour in the Cosmetics IndustryUnderstanding Consumer Behaviour in the Cosmetics Industry
Understanding Consumer Behaviour in the Cosmetics Industry
 
Market Research for Start-ups
Market Research for Start-upsMarket Research for Start-ups
Market Research for Start-ups
 
Market Research for Start-ups
Market Research for Start-upsMarket Research for Start-ups
Market Research for Start-ups
 
Lecture 10 - B2B Marketing & Digital Customer Relationship Management.pptx
Lecture 10 - B2B Marketing & Digital Customer Relationship Management.pptxLecture 10 - B2B Marketing & Digital Customer Relationship Management.pptx
Lecture 10 - B2B Marketing & Digital Customer Relationship Management.pptx
 
Benefit Testing CASE2004
Benefit Testing CASE2004Benefit Testing CASE2004
Benefit Testing CASE2004
 
Mm2 sec b_group12
Mm2 sec b_group12Mm2 sec b_group12
Mm2 sec b_group12
 
Mm2 sec b_group12
Mm2 sec b_group12Mm2 sec b_group12
Mm2 sec b_group12
 
Session 5 - Business Model 2 & Verticals
Session 5 - Business Model 2 & VerticalsSession 5 - Business Model 2 & Verticals
Session 5 - Business Model 2 & Verticals
 
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
Outperform Webinar Series: How to Optimize Your Checkout Flow & Engage Your C...
 
Unit 2 types of Marketing Research notes.pdf
Unit 2 types of Marketing Research notes.pdfUnit 2 types of Marketing Research notes.pdf
Unit 2 types of Marketing Research notes.pdf
 
MKT 575 Education Specialist / snaptutorial.com
MKT 575 Education Specialist / snaptutorial.comMKT 575 Education Specialist / snaptutorial.com
MKT 575 Education Specialist / snaptutorial.com
 
Attract, Sell, Wow - Date Your Leads and Marry Your Customers
Attract, Sell, Wow - Date Your Leads and Marry Your CustomersAttract, Sell, Wow - Date Your Leads and Marry Your Customers
Attract, Sell, Wow - Date Your Leads and Marry Your Customers
 
2016 Earned Brand India
2016 Earned Brand India2016 Earned Brand India
2016 Earned Brand India
 
Importing, Exporting and SourcingWhat’s this chapter about
Importing, Exporting and SourcingWhat’s this chapter aboutImporting, Exporting and SourcingWhat’s this chapter about
Importing, Exporting and SourcingWhat’s this chapter about
 
Discussion 1This week of assigned reading of the course market.docx
Discussion 1This week of assigned reading of the course market.docxDiscussion 1This week of assigned reading of the course market.docx
Discussion 1This week of assigned reading of the course market.docx
 

More from SME Puerto Rico

Brian Sheehan | SME Marketing Summit
Brian Sheehan | SME Marketing SummitBrian Sheehan | SME Marketing Summit
Brian Sheehan | SME Marketing Summit
SME Puerto Rico
 
Terrie Campbell | SME Marketing Summit
Terrie Campbell | SME Marketing SummitTerrie Campbell | SME Marketing Summit
Terrie Campbell | SME Marketing Summit
SME Puerto Rico
 
Construcción de una Marca País por Eric Descombes, presidente de Y&R México
Construcción de una Marca País por Eric Descombes, presidente de Y&R MéxicoConstrucción de una Marca País por Eric Descombes, presidente de Y&R México
Construcción de una Marca País por Eric Descombes, presidente de Y&R México
SME Puerto Rico
 
SME Power Lunch: Tendencias Digitales 2013
SME Power Lunch: Tendencias Digitales 2013SME Power Lunch: Tendencias Digitales 2013
SME Power Lunch: Tendencias Digitales 2013
SME Puerto Rico
 
Highlights Marcas que Marcan 2012
Highlights Marcas que Marcan 2012Highlights Marcas que Marcan 2012
Highlights Marcas que Marcan 2012
SME Puerto Rico
 
5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social Communities5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social Communities
SME Puerto Rico
 
Ojo periodístico en el manejo de las redes sociales
Ojo periodístico en el manejo de las redes socialesOjo periodístico en el manejo de las redes sociales
Ojo periodístico en el manejo de las redes sociales
SME Puerto Rico
 
Presentación Jorge Quiroga para el SME Digital Forum 2012
Presentación Jorge Quiroga para el SME Digital Forum 2012Presentación Jorge Quiroga para el SME Digital Forum 2012
Presentación Jorge Quiroga para el SME Digital Forum 2012
SME Puerto Rico
 
Presentación Social Media Insights
Presentación Social Media InsightsPresentación Social Media Insights
Presentación Social Media Insights
SME Puerto Rico
 
Hoja de inscripción 2012 SME Digital Forum
Hoja de inscripción 2012 SME Digital ForumHoja de inscripción 2012 SME Digital Forum
Hoja de inscripción 2012 SME Digital Forum
SME Puerto Rico
 
2012 SME Digital Forum
2012 SME Digital Forum2012 SME Digital Forum
2012 SME Digital Forum
SME Puerto Rico
 
Membresía y beneficios SME abril 2012
Membresía y beneficios SME abril 2012Membresía y beneficios SME abril 2012
Membresía y beneficios SME abril 2012
SME Puerto Rico
 
Presentación Emilio Pardo AARP
Presentación Emilio Pardo AARPPresentación Emilio Pardo AARP
Presentación Emilio Pardo AARP
SME Puerto Rico
 
Censo- Presentación Thomas L. Mesenbourg
Censo- Presentación Thomas L. MesenbourgCenso- Presentación Thomas L. Mesenbourg
Censo- Presentación Thomas L. Mesenbourg
SME Puerto Rico
 
Rob Horton- Social Responsibility
Rob Horton- Social ResponsibilityRob Horton- Social Responsibility
Rob Horton- Social Responsibility
SME Puerto Rico
 
2012 SME Sales Boot Camp propuesta
2012 SME Sales Boot Camp propuesta2012 SME Sales Boot Camp propuesta
2012 SME Sales Boot Camp propuesta
SME Puerto Rico
 
Membresía Y Beneficios SME 2011-12
Membresía Y  Beneficios  SME 2011-12Membresía Y  Beneficios  SME 2011-12
Membresía Y Beneficios SME 2011-12
SME Puerto Rico
 
Membresia Y Beneficios S
Membresia Y  Beneficios  SMembresia Y  Beneficios  S
Membresia Y Beneficios S
SME Puerto Rico
 

More from SME Puerto Rico (18)

Brian Sheehan | SME Marketing Summit
Brian Sheehan | SME Marketing SummitBrian Sheehan | SME Marketing Summit
Brian Sheehan | SME Marketing Summit
 
Terrie Campbell | SME Marketing Summit
Terrie Campbell | SME Marketing SummitTerrie Campbell | SME Marketing Summit
Terrie Campbell | SME Marketing Summit
 
Construcción de una Marca País por Eric Descombes, presidente de Y&R México
Construcción de una Marca País por Eric Descombes, presidente de Y&R MéxicoConstrucción de una Marca País por Eric Descombes, presidente de Y&R México
Construcción de una Marca País por Eric Descombes, presidente de Y&R México
 
SME Power Lunch: Tendencias Digitales 2013
SME Power Lunch: Tendencias Digitales 2013SME Power Lunch: Tendencias Digitales 2013
SME Power Lunch: Tendencias Digitales 2013
 
Highlights Marcas que Marcan 2012
Highlights Marcas que Marcan 2012Highlights Marcas que Marcan 2012
Highlights Marcas que Marcan 2012
 
5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social Communities5 Major Shifts in Identifying & Activating Social Communities
5 Major Shifts in Identifying & Activating Social Communities
 
Ojo periodístico en el manejo de las redes sociales
Ojo periodístico en el manejo de las redes socialesOjo periodístico en el manejo de las redes sociales
Ojo periodístico en el manejo de las redes sociales
 
Presentación Jorge Quiroga para el SME Digital Forum 2012
Presentación Jorge Quiroga para el SME Digital Forum 2012Presentación Jorge Quiroga para el SME Digital Forum 2012
Presentación Jorge Quiroga para el SME Digital Forum 2012
 
Presentación Social Media Insights
Presentación Social Media InsightsPresentación Social Media Insights
Presentación Social Media Insights
 
Hoja de inscripción 2012 SME Digital Forum
Hoja de inscripción 2012 SME Digital ForumHoja de inscripción 2012 SME Digital Forum
Hoja de inscripción 2012 SME Digital Forum
 
2012 SME Digital Forum
2012 SME Digital Forum2012 SME Digital Forum
2012 SME Digital Forum
 
Membresía y beneficios SME abril 2012
Membresía y beneficios SME abril 2012Membresía y beneficios SME abril 2012
Membresía y beneficios SME abril 2012
 
Presentación Emilio Pardo AARP
Presentación Emilio Pardo AARPPresentación Emilio Pardo AARP
Presentación Emilio Pardo AARP
 
Censo- Presentación Thomas L. Mesenbourg
Censo- Presentación Thomas L. MesenbourgCenso- Presentación Thomas L. Mesenbourg
Censo- Presentación Thomas L. Mesenbourg
 
Rob Horton- Social Responsibility
Rob Horton- Social ResponsibilityRob Horton- Social Responsibility
Rob Horton- Social Responsibility
 
2012 SME Sales Boot Camp propuesta
2012 SME Sales Boot Camp propuesta2012 SME Sales Boot Camp propuesta
2012 SME Sales Boot Camp propuesta
 
Membresía Y Beneficios SME 2011-12
Membresía Y  Beneficios  SME 2011-12Membresía Y  Beneficios  SME 2011-12
Membresía Y Beneficios SME 2011-12
 
Membresia Y Beneficios S
Membresia Y  Beneficios  SMembresia Y  Beneficios  S
Membresia Y Beneficios S
 

Recently uploaded

AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
Auxis Consulting & Outsourcing
 
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdfEN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
ivanparu86
 
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
Katsuya Shiratori
 
California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024
Carpet America Recovery Effort
 
2024 BPMN MIWG Capability Demonstration
2024  BPMN MIWG Capability Demonstration2024  BPMN MIWG Capability Demonstration
2024 BPMN MIWG Capability Demonstration
Denis Gagné
 
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptxBenefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Brian Frerichs
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
Dipendra Prasad Poudel
 
Chief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 ReportChief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 Report
Compliance Vision
 
Luxury Lifestyle Summit 2024 - Sponsorship
Luxury Lifestyle Summit 2024 - SponsorshipLuxury Lifestyle Summit 2024 - Sponsorship
Luxury Lifestyle Summit 2024 - Sponsorship
uitdiedosfinance
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
kevinkariuki227
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
Newman George Leech
 
Network Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for ObservabilityNetwork Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for Observability
GauriKale30
 
A Playbook for Solo & Siloed Data Science Practitioners
A Playbook for Solo & Siloed Data Science PractitionersA Playbook for Solo & Siloed Data Science Practitioners
A Playbook for Solo & Siloed Data Science Practitioners
Tim Wilson
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
grizzyhuncho
 
What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.
Doug Hall
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
James AH Campbell
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
my Pandit
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
dimplekumaridk322
 
Virtual Production Tool Set and Technologies Redefining Cinema.pdf
Virtual Production Tool Set and Technologies Redefining Cinema.pdfVirtual Production Tool Set and Technologies Redefining Cinema.pdf
Virtual Production Tool Set and Technologies Redefining Cinema.pdf
virtualproduction38
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
Divyanshu56740
 

Recently uploaded (20)

AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...AI at Work​ The demystification of AI and real-world stories on how to apply ...
AI at Work​ The demystification of AI and real-world stories on how to apply ...
 
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdfEN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
EN_Chinese-Automotive-in-SEA-Vero-White-Paper_2023.pdf
 
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
ハワイ大学留学プログラム最終プレゼン「ハワイ大学マノア校におけるシェアリングモビリティの提案」
 
California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024California Carpet Stewardship Program Q1 2024
California Carpet Stewardship Program Q1 2024
 
2024 BPMN MIWG Capability Demonstration
2024  BPMN MIWG Capability Demonstration2024  BPMN MIWG Capability Demonstration
2024 BPMN MIWG Capability Demonstration
 
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptxBenefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
 
Chief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 ReportChief Compliance Officer Leadership Vision 2024 Report
Chief Compliance Officer Leadership Vision 2024 Report
 
Luxury Lifestyle Summit 2024 - Sponsorship
Luxury Lifestyle Summit 2024 - SponsorshipLuxury Lifestyle Summit 2024 - Sponsorship
Luxury Lifestyle Summit 2024 - Sponsorship
 
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
TEST BANK For Auditing & Assurance Services A Systematic Approach, 12th Editi...
 
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
United Kingdom's Real Estate Mogul: Newman George Leech's Impact on the Swiss...
 
Network Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for ObservabilityNetwork Observability – 5 Best Platforms for Observability
Network Observability – 5 Best Platforms for Observability
 
A Playbook for Solo & Siloed Data Science Practitioners
A Playbook for Solo & Siloed Data Science PractitionersA Playbook for Solo & Siloed Data Science Practitioners
A Playbook for Solo & Siloed Data Science Practitioners
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
 
What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.What's your strategy? Getting tactical about being strategic.
What's your strategy? Getting tactical about being strategic.
 
Corporate Governance for South African Mining Companies
Corporate Governance for South African Mining CompaniesCorporate Governance for South African Mining Companies
Corporate Governance for South African Mining Companies
 
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological StyleZodiac Signs and Fashion: Dressing to Suit Your Astrological Style
Zodiac Signs and Fashion: Dressing to Suit Your Astrological Style
 
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
High Profile Girls Call Bhubaneswar 🎈🔥000XX00000 🔥💋🎈 Provide Best And Top Gir...
 
Virtual Production Tool Set and Technologies Redefining Cinema.pdf
Virtual Production Tool Set and Technologies Redefining Cinema.pdfVirtual Production Tool Set and Technologies Redefining Cinema.pdf
Virtual Production Tool Set and Technologies Redefining Cinema.pdf
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
 

SME Estudio Marcas que Marcan 2012

  • 2. Is your Brand in the MIND of the consumers? The SME offers your company the opportunity to know if your brand is among the ones that people remember and value the most through the new and improved 2012 Brand Study Marcas que Marcan.
  • 3. IMPROVEMENTS to the 2012 SME Brand Studies • More interviews for a larger sample per category • The addition of a qualitative study • Measurement of the impact of brands in Social Media through the new study: La Marca Enredada • Findings presented by industry / category
  • 4. Also INCLUDED in Marcas que Marcan • The participation of more than one brand per category • The opportunity to include up to 2 questions about your brand (for your eyes only) • Measurement of WOM in the past 3 months • Aperture to recommend the brand slogans association • Future intention to purchase • Drivers for decisional process • Level of satisfaction with the brand • Psychographic Profile
  • 5. QUALITATIVE Study Methodology for Marcas que Marcan • Four (4) focus groups among men and women from the San Juan metro extended area, ages 18 and up, belonging to a SEL B (wide) and with an annual household income between $25,000 and $60,000. • This methodology will help provide the WHY’s to the answers obtained from the quantitative data gathered. This is a new addition to Marcas que Marcan
  • 6. QUANTITATIVE Study Methodology & Sample Design Personal survey in two stages: First stage: Second stage: • Sample island wide, 7 regions, random • Once the impact of users per stratification, with randomized selected category is determined, additional sample units. interviews are conducted for a • 1,350 interviews with people of 18 years minimum of respondents in each or more, representing Puerto Rico's category up to a maximum population per age, gender, income level sampling close to + 5%. and region. (12-17 years will be included per request of customers in their category) • Maximum sampling error less than 3%
  • 7. QUANTITATIVE Methodology: Data Collection Information as of May 2012 • The research instrument consists of a questionnaire of open and close ended questions, which is validated through pilot testing. • The questionnaire will be provided through personal interviews in areas of concentration • Aleatory sample of a minimum of 300 interviews per category
  • 8. Information ANALYSIS The data analysis will be performed using the statistical program StatPac. In addition to obtaining the frequencies and crossings per categories, further statistical tests will be performed to corroborate whether the differences observed in some variables are due to the association between them and demographics such as gender and age, among others.
  • 9. What you need to know about the brands with results segmented by industry or category • The one without which I can not live • The most innovative • The most fun • The most active • The most prestigious • The one that represents the best value for my money • The most reliable; it never fails • The most loved
  • 10. Sample of QUESTIONS Advertising RECALL Measurement of ATRIBUTES WOM Measurement I will mention a series of names of products or services Of the following attributes that I and would like that you tell will mention, what are the three me if you remember having In the past three (3) most important to you when seen or heard any months, a relative, choosing a ________? advertisement or commercial friend or acquaintance The brand with the best for that type of service or has talked about the customer service [] product in the past month. If The brand with the best quality following services or you have seen them, I like of products or services [] products? The brand that represents the that you please tell me what brand or brands, through best value per money [] which media it was, what do Cheapest brand [] you recall and how much you Socially responsible brand [ ] liked or disliked this message, The brand that reflects your using a scale where 5 means a lifestyle and personality [] lot and 1 means nothing. The brand you can trust []
  • 11. Sample of QUESTIONS Use & SATISFACTION Future Intention of TRENDS PURCHASE Could you tell me the brand I will read a number of trends or and model of vehicles that you How likely or unlikely would situations that might be happening have at home? it be that the next time you in Puerto Rico, and I would like are selecting a financial you to tell me the 5 with whom How satisfied or dissatisfied you institution for a product or you most identify. feel with your car now? Would service, you select [______]? say that you feel ... • Working from home • To do transactions and shopping Are you considering purchasing How likely or unlikely would online / mobile a new or used vehicle in the it be that the next time • Exercising or playing sports next year? someone asks for a financial • Activities like yoga, meditation institution you would and others related to wellbeing How often do you change your recommend [______]? • Esthetic treatments vehicle? ______ years • To have social interaction pages • Joining social causes and / or environmental
  • 12. New Study La Marca Enredada* • This is a new SME Study that will measure the impact of Social Media in Brands by analyzing how brands are perceived by Social Media users in Puerto Rico • It will include general questions about brands and sections divided by product categories such as: beverages, banks, telecommunications, cars, food, electronics, universities and health care insurance, among others (categories will be determined by the type of companies that buy the study before April 25th) • The study will be conducted online using Social Media platforms • The study will include next steps general recommendations for Brands • Companies can include one (1) question about their brand if their participation is confirmed before April 25th (For your eyes only) * This is a separate study from Marcas que Marcan.
  • 13. 2011 Marcas que Marcan Event with Bruce Turkel
  • 14. Studies CALENDAR Decision to participate: April 25, 2012 50% Deposit & 2 questions about your product / service: April 30, 2012 Validation Pilot: May 4, 2011 Field work: May Results Analysis: June Final balance payment to SME: June 22th, 2012 Results presentation: June 26th, 2012 Individual presentations to companies: Starting July 9th
  • 15. INVESTMENT Options per Study ALL INCLUSIVE OFFER: Marcas que Marcan SME General Quantitative & Qualitative Study with 2 questions Members Public about your brand; plus La Marca Enredada Study with 1 question about your brand. * $8,500 $9,000 SME General Marcas que Marcan Quantitative & Qualitative Members Public Study with 2 questions about your brand * $7,500 $8,000 SME General La Marca Enredada Study with 1 question about Members Public your brand in social media. (Includes 2 tickets for the study presentation) $1,500 $2,000 * Includes 4 tickets to the presentation of the study event on Wednesday, June 26, 2012
  • 16. 2012 Marcas que Marcan Organizing Committee Chairman: • Edwin Aquino, Custom Research Center Inc. Volunteers: • Iris Morales, Custom Research Center Inc. • Luis Rodríguez Báez, Estudios Técnicos • Marisol Lugo, Lighthouse Market Intelligence, Inc. • Pebbles Guadalupe, In Q • Eddie Pérez, Puerto Rico Tourism Co. INFORMATION eaquino@customresearchpr.com maria.elena@smepr.org • karina@smepr.org • 787-773-5088