A sample category report illustrating how organic consumer generated content in social media can power more effective marketing and enable better consumer understanding
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
[foresight research] Introduction to Brand Health TrackingDuy, Vo Hoang
The document discusses brand health tracking and provides an overview of Foresight Research's methodology. It includes 3 key points:
1. Foresight Research tracks brand health metrics like awareness, usage, attributes, communication effectiveness, differentiation, and customer relationships to assess brand health over time.
2. Their model measures metrics like awareness, usage rates, attributes, customer profiles to understand brand positioning and health. It also evaluates communication impact.
3. They have expertise conducting brand health tracking for clients in FMCG categories using a monthly sample of 12,500 consumers. Their approach provides actionable insights for improving brand appeal and market share.
Unilever wanted fewer global brands to have a unified identity. Dove originally positioned itself as a soap that doesn't dry skin due to its moisturizing properties. In 2007, Dove became a masterbrand representing the idea of "real beauty" through its campaign challenging unrealistic beauty standards.
Before 2000, Unilever organized brands by product category with one manager per brand. After 2000, responsibility for brands was split between groups managing brand development globally and brand building locally.
Dove aims to help women feel beautiful through gentle, caring products. It promotes a mild soap concept using ingredients like milk that nourish skin without drying or harm. Dove symbolizes gentleness like its namesake bird. For hair, it aims to leave hair silky, soft, and healthy. Dove's "Real Beauty" campaign features real women to widen the definition of beauty and connect emotionally by showing it cares how women feel about themselves.
The survey about the usage of tooth brush and toothpaste in Vietnam. What brands are popular and what are the general consumer behaviours as to their tooth care
This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
Trade marketing PowerPoint presentation slides deal with the various terms relating to increasing the demand at the wholesaler, retailer, or distributor level rather than at the consumer level. We have included vital subjects through these PPT slides catering you to your business need like agenda, trade marketing strategy, trade show, advertisements, developing a trade marketing strategy, market research, devise a plan, promotion timeline, trade marketing budget. Various chart sheets and bar graphs are included here for the comparison between various terms. A specially designed icons slide is included here for you to choose and personalize for a better experience. In the additional slides section, you can describe the team leaders responsible for conducting the project ahead and your prime target. Timeline vision slide and motivational quote slide is also included to boost up the spirit and morale of the employees. Download trade marketing PowerPoint presentation slides and leave a remarkable impression on your clients. Begin the day excitingly with our Trade Marketing Powerpoint Presentation Slides. You will feel all fresh for action.
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
One of the top toothpaste brands in Bangladesh, Close Up initially made its mark by uniquely focusing on freshness instead of germ protection like others in the market. In this presentation, we examine Close Up's brand positioning and elements and see how the consumer perceives the brand in relation with its competitors.
[foresight research] Introduction to Brand Health TrackingDuy, Vo Hoang
The document discusses brand health tracking and provides an overview of Foresight Research's methodology. It includes 3 key points:
1. Foresight Research tracks brand health metrics like awareness, usage, attributes, communication effectiveness, differentiation, and customer relationships to assess brand health over time.
2. Their model measures metrics like awareness, usage rates, attributes, customer profiles to understand brand positioning and health. It also evaluates communication impact.
3. They have expertise conducting brand health tracking for clients in FMCG categories using a monthly sample of 12,500 consumers. Their approach provides actionable insights for improving brand appeal and market share.
Unilever wanted fewer global brands to have a unified identity. Dove originally positioned itself as a soap that doesn't dry skin due to its moisturizing properties. In 2007, Dove became a masterbrand representing the idea of "real beauty" through its campaign challenging unrealistic beauty standards.
Before 2000, Unilever organized brands by product category with one manager per brand. After 2000, responsibility for brands was split between groups managing brand development globally and brand building locally.
Dove aims to help women feel beautiful through gentle, caring products. It promotes a mild soap concept using ingredients like milk that nourish skin without drying or harm. Dove symbolizes gentleness like its namesake bird. For hair, it aims to leave hair silky, soft, and healthy. Dove's "Real Beauty" campaign features real women to widen the definition of beauty and connect emotionally by showing it cares how women feel about themselves.
The survey about the usage of tooth brush and toothpaste in Vietnam. What brands are popular and what are the general consumer behaviours as to their tooth care
This document provides an overview of the Dove brand owned by Hindustan Unilever in India. It discusses Dove's history and evolution since its launch in India in 1995. Key points include:
- Dove differentiated itself from other soaps by marketing itself as a mild beauty bar containing moisturizers.
- Its "Real Women" advertising campaign featuring everyday women helped boost its popularity and market share above competitors like L'oreal and Garnier.
- Dove targets women across ages but especially working women, and positions itself as a moisturizing beauty product priced for upper middle class consumers.
- Hindustan Unilever distributes Dove and its other products
Trade marketing PowerPoint presentation slides deal with the various terms relating to increasing the demand at the wholesaler, retailer, or distributor level rather than at the consumer level. We have included vital subjects through these PPT slides catering you to your business need like agenda, trade marketing strategy, trade show, advertisements, developing a trade marketing strategy, market research, devise a plan, promotion timeline, trade marketing budget. Various chart sheets and bar graphs are included here for the comparison between various terms. A specially designed icons slide is included here for you to choose and personalize for a better experience. In the additional slides section, you can describe the team leaders responsible for conducting the project ahead and your prime target. Timeline vision slide and motivational quote slide is also included to boost up the spirit and morale of the employees. Download trade marketing PowerPoint presentation slides and leave a remarkable impression on your clients. Begin the day excitingly with our Trade Marketing Powerpoint Presentation Slides. You will feel all fresh for action.
This document discusses the brand Dove and its marketing strategies. It provides background on Dove's history starting in 1957 and its expansion into international markets. It then analyzes Dove's brand portfolio, branding elements, pricing, distribution, and marketing campaigns focused on promoting positive body image. Key campaigns discussed include "Real Beauty" from 2007 and "My Beauty My Say" from 2016. The document also examines Dove's brand associations, brand resonance pyramid, and SWOT analysis.
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
Young Marketers Elite 3 Individual Graduation Case - Le Hong PhongPhong Lê
1) The document summarizes a marketing plan for a ready-to-drink tea product targeting young adults aged 18-35.
2) It notes that carbonated soft drinks are decreasing while packaged water is increasing, and that consumers are increasingly concerned with health.
3) The marketing plan proposes positioning the ready-to-drink tea as a healthier alternative to carbonated soft drinks that allows consumers to "live the young way but [be] still good for health."
The document outlines a marketing campaign for a new bottled white tea brand called TREASURE aimed at women aged 27-35. The 3 phase campaign begins with (1) a Facebook app that shows how stress can accelerate aging to trigger fears of aging, then (2) a sampling bus tour that provides samples of TREASURE tea to experience its calming effects, and (3) concludes with the release of a music video celebrating TREASURE for helping women stay young by keeping calm and taking care of themselves. The goal is to introduce TREASURE as a mental stabilizer that can prevent aging caused by losing balance in life.
Cao Nha Dinh - Young Marketer Contest 9ssuserf08d02
The document discusses VSmart's marketing strategy for its new Aris Pro smartphone in Vietnam. It summarizes that the mobile market is dominated by big players and most searches are brand-led. VSmart needs its brand to stand out to compete. The strategy targets Vietnamese millennials aged 25-34 who are looking to upgrade their phones. It aims to inspire them to "step out" of familiar routines and "step up" to new ways of achieving success. The campaign will feature influencers' stories of taking "out and up" steps and promote the Aris Pro's features as enabling this. It will use provocative ads, videos, and a social challenge to trigger consideration and trials over multiple phases of re-launch,
This document provides information on Unilever Bangladesh Ltd's marketing mix strategies for several of their popular brands. It discusses Unilever's product offerings, pricing, placement, and promotion tactics for Lux soap, Dove body wash, Surf Excel detergent, and Close-Up toothpaste. Unilever aims their products at mass market consumers as well as middle and upper class segments. They utilize various advertising channels, sales promotions, and community programs to promote brand awareness and loyalty. The report also provides a brief overview of Unilever Bangladesh's operations and their contributions to the local economy and society.
The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi
L'oreal global marketing and positioningArihant_30
The document discusses a cosmetics company that began with a hair dye formula and has become highly successful through targeted marketing and a well-directed global strategy. It has expertise in five areas of cosmetics and continues to explore new markets and products, though it faces threats from substitute brands and changing customer demands. The company's strengths include its high brand value, market share, and trustworthiness, though risks include delayed innovation and customers switching to other products. The presentation recommends the company focus on research and development while maintaining its celebrity-focused marketing strategy as it has become fantastically positioned globally.
This document provides a comparison of the social media marketing of Olay and Dove body care brands. It analyzes their histories, target segments, company goals, sentiment analysis on social media, and performance on websites, Facebook, Instagram, Twitter, and email. Overall, Dove outperforms Olay across most social media platforms, with higher engagement rates and a stronger online presence and messaging. The document declares Dove the winner of the social media brand comparison.
This document analyzes Dove's "Real Beauty Campaign" from 2005 using a SWOT framework. It summarizes that the campaign featured regular women instead of models to challenge beauty stereotypes, which was well received. However, it also received some criticism for perceived contradictions. Strengths included redefining beauty and award wins, while weaknesses included criticisms of the campaign and using models in other markets. Opportunities existed in women's low self-esteem, while threats included becoming the "brand for fat people" and competitors copying the campaign.
Young Marketers Elite 3 – Assignment Zero.1 – Minh Thông / Thanh An / Trường ...Chu Minh Thông
This document discusses consumer insights and how they can be used for brand building. It defines consumer insight as a penetrating understanding that provides opportunities for brand development. Good insights are based on fundamental consumer truths, are category-specific, tap into deep emotional drivers, and are personal. Insights can be used for brand positioning, communication, activation, and innovation. The document provides techniques for developing insights through sentence completion, word associations, collages, personification, and third-party projection. Market research aims to reduce risk and point to actions but cannot replace management decisions.
This document summarizes a strategy retreat for an organization. It shows the digital marketing sales funnel and key metrics around traffic, leads, applications, and enrollments. There was 49,343 traffic, 3,241 leads, 433 applications, and 86 enrollments. Improvements that were triggered included a 3-day video tutorial campaign and weekly analytics newsletters. Areas for improvement discussed included introducing multiple program levels to increase repeat customers, building an exclusive team for blended/executive programs, and improving team dynamics through recreational activities and get-togethers.
- A survey of 500 Vietnamese adults found that 49% wash their hair without hot water and 51% have hot water available in their bathrooms.
- The survey also found that women wash their hair every 2-3 days on average, use rinse/conditioner more than men, and 57% care about their hair smelling good after wearing a helmet.
- The most common places Vietnamese purchase shampoo are supermarkets (70%) and grocery stores (56%).
Market Research on Consumer Preference towards Detergent SectorArnab Roy Chowdhury
The document is a market research report on consumer preferences for detergent products in India. It discusses the objectives of the research, which were to understand factors influencing consumer purchases such as brand loyalty, qualities considered, and reasons for switching brands. It also profiles the major detergent brands in India such as Nirma, Wheel, Ariel, Surf Excel, and Tide. The report analyzes the detergent market using tools like the 4Ps of marketing, SWOT analysis, and influential consumer factors. It describes the research methodology and experiences conducting fieldwork, such as language barriers and reluctance from some households.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Vietnam Young Lions 2017 - Cyber - Đề bàiGiang Nguyễn
This document presents a brief for an online marketplace called Chợ Tốt seeking to recruit more sellers. It aims to attract 50,000 new sellers within 3 months by changing people's perception of the value of selling unused items. The target audience are 25-30 year old digitally native Vietnamese who are online daily and open to recommendations. The deliverable is a 10-slide presentation proposing a digital/social media campaign using up to 3 platforms, with an executive summary slide recapping the campaign, including the campaign summary, creative insight, solution and how it works.
Unilever produces products that are used by 2 billion people everyday. Their strategy focuses on having a positive impact on children's futures, health, confidence, the planet, and farming. Their vision is to grow their business while improving health/well-being, livelihoods, and reducing environmental impact. Axe and Dove are two of Unilever's most successful brands. Axe is the most popular male grooming brand worldwide. Dove believes beauty comes from proper care. Both brands use various marketing strategies like TV, online ads, and events to connect with customers on a personal level.
Lionsgate Entertainment funded and distributed The Hunger Games: Catching Fire, which had a budget of $130-140 million. It was directed by American director Nina Jacobson. Starring Jennifer Lawrence as Katniss Everdeen, the film was a commercial and critical success, grossing $861 million worldwide and receiving numerous award nominations. Reviews praised the film, with an 89% critic rating on Rotten Tomatoes and it was the 4th highest grossing film of 2013.
10 Step Marketing Plan of Head & Shoulders brian garciabrgarcia
1. Head & Shoulders targets men and women with dandruff and scalp problems who want proper hygiene and hair care to gain confidence. Other shampoo brands focus more on hair condition.
2. Head & Shoulders' market share in the Philippines is less than Php 1.8 billion of the estimated Php 12 billion shampoo industry.
3. The marketing plan focuses on TV ads with Manny Pacquiao, print ads, events, social media, and nationwide distribution to position Head & Shoulders as the niche leader in anti-dandruff shampoo.
This document provides a marketing strategy and recommendations for the hair gel brand Marico-Over the Wall. It includes a situational analysis through secondary research and primary research via surveys, interviews, and focus groups. Key insights include identifying gaps in customer needs, perceptions, and usage occasions. The strategy proposes addressing these gaps by developing the right value proposition, increasing awareness of benefits, providing the right product variants for different uses, and changing consumer behavior through educational and engagement campaigns. The goal is to increase trial, conversion of non-users, and frequency of repeat purchases to establish hair gel as a regular habit.
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
Young Marketers Elite 3 Individual Graduation Case - Le Hong PhongPhong Lê
1) The document summarizes a marketing plan for a ready-to-drink tea product targeting young adults aged 18-35.
2) It notes that carbonated soft drinks are decreasing while packaged water is increasing, and that consumers are increasingly concerned with health.
3) The marketing plan proposes positioning the ready-to-drink tea as a healthier alternative to carbonated soft drinks that allows consumers to "live the young way but [be] still good for health."
The document outlines a marketing campaign for a new bottled white tea brand called TREASURE aimed at women aged 27-35. The 3 phase campaign begins with (1) a Facebook app that shows how stress can accelerate aging to trigger fears of aging, then (2) a sampling bus tour that provides samples of TREASURE tea to experience its calming effects, and (3) concludes with the release of a music video celebrating TREASURE for helping women stay young by keeping calm and taking care of themselves. The goal is to introduce TREASURE as a mental stabilizer that can prevent aging caused by losing balance in life.
Cao Nha Dinh - Young Marketer Contest 9ssuserf08d02
The document discusses VSmart's marketing strategy for its new Aris Pro smartphone in Vietnam. It summarizes that the mobile market is dominated by big players and most searches are brand-led. VSmart needs its brand to stand out to compete. The strategy targets Vietnamese millennials aged 25-34 who are looking to upgrade their phones. It aims to inspire them to "step out" of familiar routines and "step up" to new ways of achieving success. The campaign will feature influencers' stories of taking "out and up" steps and promote the Aris Pro's features as enabling this. It will use provocative ads, videos, and a social challenge to trigger consideration and trials over multiple phases of re-launch,
This document provides information on Unilever Bangladesh Ltd's marketing mix strategies for several of their popular brands. It discusses Unilever's product offerings, pricing, placement, and promotion tactics for Lux soap, Dove body wash, Surf Excel detergent, and Close-Up toothpaste. Unilever aims their products at mass market consumers as well as middle and upper class segments. They utilize various advertising channels, sales promotions, and community programs to promote brand awareness and loyalty. The report also provides a brief overview of Unilever Bangladesh's operations and their contributions to the local economy and society.
The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi
L'oreal global marketing and positioningArihant_30
The document discusses a cosmetics company that began with a hair dye formula and has become highly successful through targeted marketing and a well-directed global strategy. It has expertise in five areas of cosmetics and continues to explore new markets and products, though it faces threats from substitute brands and changing customer demands. The company's strengths include its high brand value, market share, and trustworthiness, though risks include delayed innovation and customers switching to other products. The presentation recommends the company focus on research and development while maintaining its celebrity-focused marketing strategy as it has become fantastically positioned globally.
This document provides a comparison of the social media marketing of Olay and Dove body care brands. It analyzes their histories, target segments, company goals, sentiment analysis on social media, and performance on websites, Facebook, Instagram, Twitter, and email. Overall, Dove outperforms Olay across most social media platforms, with higher engagement rates and a stronger online presence and messaging. The document declares Dove the winner of the social media brand comparison.
This document analyzes Dove's "Real Beauty Campaign" from 2005 using a SWOT framework. It summarizes that the campaign featured regular women instead of models to challenge beauty stereotypes, which was well received. However, it also received some criticism for perceived contradictions. Strengths included redefining beauty and award wins, while weaknesses included criticisms of the campaign and using models in other markets. Opportunities existed in women's low self-esteem, while threats included becoming the "brand for fat people" and competitors copying the campaign.
Young Marketers Elite 3 – Assignment Zero.1 – Minh Thông / Thanh An / Trường ...Chu Minh Thông
This document discusses consumer insights and how they can be used for brand building. It defines consumer insight as a penetrating understanding that provides opportunities for brand development. Good insights are based on fundamental consumer truths, are category-specific, tap into deep emotional drivers, and are personal. Insights can be used for brand positioning, communication, activation, and innovation. The document provides techniques for developing insights through sentence completion, word associations, collages, personification, and third-party projection. Market research aims to reduce risk and point to actions but cannot replace management decisions.
This document summarizes a strategy retreat for an organization. It shows the digital marketing sales funnel and key metrics around traffic, leads, applications, and enrollments. There was 49,343 traffic, 3,241 leads, 433 applications, and 86 enrollments. Improvements that were triggered included a 3-day video tutorial campaign and weekly analytics newsletters. Areas for improvement discussed included introducing multiple program levels to increase repeat customers, building an exclusive team for blended/executive programs, and improving team dynamics through recreational activities and get-togethers.
- A survey of 500 Vietnamese adults found that 49% wash their hair without hot water and 51% have hot water available in their bathrooms.
- The survey also found that women wash their hair every 2-3 days on average, use rinse/conditioner more than men, and 57% care about their hair smelling good after wearing a helmet.
- The most common places Vietnamese purchase shampoo are supermarkets (70%) and grocery stores (56%).
Market Research on Consumer Preference towards Detergent SectorArnab Roy Chowdhury
The document is a market research report on consumer preferences for detergent products in India. It discusses the objectives of the research, which were to understand factors influencing consumer purchases such as brand loyalty, qualities considered, and reasons for switching brands. It also profiles the major detergent brands in India such as Nirma, Wheel, Ariel, Surf Excel, and Tide. The report analyzes the detergent market using tools like the 4Ps of marketing, SWOT analysis, and influential consumer factors. It describes the research methodology and experiences conducting fieldwork, such as language barriers and reluctance from some households.
This slide gives you the result of a secondary research on Shampoo Market in India.This research gives you the Shampoo market size,the different segments in the shampoo market,the different companies and their brands in shampoo market,prominent brands in consumer and B2B market,The SWOT analysis of Cavinkare and suggestion for Cavinkare.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Vietnam Young Lions 2017 - Cyber - Đề bàiGiang Nguyễn
This document presents a brief for an online marketplace called Chợ Tốt seeking to recruit more sellers. It aims to attract 50,000 new sellers within 3 months by changing people's perception of the value of selling unused items. The target audience are 25-30 year old digitally native Vietnamese who are online daily and open to recommendations. The deliverable is a 10-slide presentation proposing a digital/social media campaign using up to 3 platforms, with an executive summary slide recapping the campaign, including the campaign summary, creative insight, solution and how it works.
Unilever produces products that are used by 2 billion people everyday. Their strategy focuses on having a positive impact on children's futures, health, confidence, the planet, and farming. Their vision is to grow their business while improving health/well-being, livelihoods, and reducing environmental impact. Axe and Dove are two of Unilever's most successful brands. Axe is the most popular male grooming brand worldwide. Dove believes beauty comes from proper care. Both brands use various marketing strategies like TV, online ads, and events to connect with customers on a personal level.
Lionsgate Entertainment funded and distributed The Hunger Games: Catching Fire, which had a budget of $130-140 million. It was directed by American director Nina Jacobson. Starring Jennifer Lawrence as Katniss Everdeen, the film was a commercial and critical success, grossing $861 million worldwide and receiving numerous award nominations. Reviews praised the film, with an 89% critic rating on Rotten Tomatoes and it was the 4th highest grossing film of 2013.
10 Step Marketing Plan of Head & Shoulders brian garciabrgarcia
1. Head & Shoulders targets men and women with dandruff and scalp problems who want proper hygiene and hair care to gain confidence. Other shampoo brands focus more on hair condition.
2. Head & Shoulders' market share in the Philippines is less than Php 1.8 billion of the estimated Php 12 billion shampoo industry.
3. The marketing plan focuses on TV ads with Manny Pacquiao, print ads, events, social media, and nationwide distribution to position Head & Shoulders as the niche leader in anti-dandruff shampoo.
This document provides a marketing strategy and recommendations for the hair gel brand Marico-Over the Wall. It includes a situational analysis through secondary research and primary research via surveys, interviews, and focus groups. Key insights include identifying gaps in customer needs, perceptions, and usage occasions. The strategy proposes addressing these gaps by developing the right value proposition, increasing awareness of benefits, providing the right product variants for different uses, and changing consumer behavior through educational and engagement campaigns. The goal is to increase trial, conversion of non-users, and frequency of repeat purchases to establish hair gel as a regular habit.
1. Advocates have passion and authenticity that leads to high consumer trust, even without a large audience. Influencers have large audiences but lower trust, so their reach does not automatically translate to action.
2. To find advocates, companies should use social listening to understand customers' journeys, identify where customers discuss the company, and listen to understand customer needs and experiences.
3. Companies can then influence action by surfacing advocates through employee recommendations and customer testimonials as a form of social proof at different stages of the customer journey.
Instruction:
Please write
Background
Executive Summary
Methodology
Summarize the interviews into finding format (see attachment example)
Conclusion & Recommendations
I have the Appendices already, please copy paste them into the report
Citations
You can refer to the example. Is not for MAC but it good to follow in terms of organizations and content areas.
Qualitative Report
Ardency Inn Cosmetics
Group 6
Table of Contents
Background.……………………………………………………...Pg 2
Executive Summary……………………………………………..Pg 3 - 5
Methodology……………………………………………………...Pg 6
Findings.…………………………………………………………..Pg 7 - 13
Conclusion………………………………………………………..Pg 14
Recommendations……………………………………………....Pg 15 - 18
Appendices……………………………………………………….Pg 19 - 20
Citation…………………………………………………………….Pg 20
BACKGROUND/OBJECTIVES
Ardency Inn is a new edgy cosmetic brand located in New York City. The brand positions itself towards the music player and lover in the growing urban environment. The current tagline, “Beauty Unplugged,”targets itself towards the younger and more innovative music crowd.
In an effort to reposition Ardency Inn and bring more sales to the brand, Team 6 has done comprehensive research to find the right target market and brand positioning for what beauty consumers actually want. The goal of Team 6 and account management is to reposition Ardency Inn as a brand so it appeals to a broader range of women, henceforth increasing sales and awareness.
Currently, Ardency Inn is targeting a niche market and needs to expand its product ranges and marketing so it targets more than just the punk rock girl. Based on our findings, AI will need to reposition the brand image and adjust its target market.
The direct objectives from AI management are:
Reposition the brand so it aligns with consumer habits
Deliver appropriate IMC objectives to the Ardency Inn management
EXECUTIVE SUMMARY
Research on Ardency Inn was conducted in order to evaluate current consumer shopping behavior trends to determine how Ardency Inn would benefit most from repositioning. Team 6 conducted 15 one-on-one interviews with women who fit the target consumer to provide management with the proper information and analysis that would help them decide how they should reposition the brand and which aspects could benefit most from a change.
In terms of frequency and purpose of wearing makeup among the target audience, the findings were unanimous: 100% of participants wore makeup multiple times a week in order to enhance their natural features and boost their confidence. All-natural, “good for you” products are favored in this product category. Participants are looking for cruelty-free, all natural, and organic makeup (so makeup brands should consider this for marketing purposes). Correspondingly, participants embrace diversity. All participants want to feel included by their makeup brand, which means offering many shades for different skin tones.
When it comes time ...
The Measurement of Brand Awareness and Brand Perception>soumojit neogy
This document provides a project report on measuring brand awareness and perception of Garnier Ultra Blends hair products in India. The report outlines the research methodology used, which included a descriptive study design with a sample size of 50 respondents surveyed using a structured questionnaire. Statistical analysis tools like charts, percentages, and interval estimation were used to analyze the collected primary data. The findings showed that brand awareness positively influences purchasing behavior. Customers believe branded products have better quality and enhance social status. The report concludes that Garnier needs to enhance brand image associations for their target audience to gain long-term strategic benefits.
This document discusses advertising appeals and provides information on different types of appeals. It begins by defining an advertising appeal as a strategy to grab attention and persuade people to purchase a product. It then covers various types of appeals like rational, emotional, fear, humor, bandwagon, romance, statistics, and ethical appeals. The document concludes by listing essential elements of a good advertising appeal, such as being thematic, communicative, interesting, believable and complete.
I gave this presentation to an undergraduate Design Research class at the University of Kansas, taught by Julia Eschman and Tamara Christensen, in March 2011. It focuses on the importance of finding the right people to drive insights for ethnographic/design research, and addresses tactics for doing so.
Recruiting is a key part of the design research process that often does not get the attention it deserves, to the detriment of project outcomes. I invite you to share your experiences and questions, to build a dialogue about this topic!
This document summarizes a marketing research study on shampoos in India. The objectives were to study the current Indian shampoo market, analyze brand relationships, assess advertising influence, and study impact of clinical lab seals. Primary and secondary data was collected through interviews and research reports. The scope covered major shampoo categories from a customer satisfaction perspective. Limitations included a one month time constraint. The study's universe was Delhi and sampled 28 consumers through disproportionate stratified random sampling. Key findings showed people use multiple shampoos or remedies for various hair problems. Advertising most influenced purchases. Recommendations included developing quality, benefits, and targeting specific problems.
The document discusses different types of marketing research, including basic marketing research which is conducted without a specific decision in mind versus applied marketing research which addresses the needs of a particular organization. It provides examples of different types of marketing research like concept research, pricing research, product research, distribution research, and promotion research. The document also provides examples of how different companies have used various marketing research methods.
AdvoFest 2019 was a brand advocacy conference held on October 8th. The document discusses how brand advocacy is the key driver of loyalty and sustainable revenue growth. It also notes that advocacy indicates future purchase intent and builds trust beyond good customer experience. Several speakers were scheduled to discuss topics like influencer marketing, co-creating with customers, building customer communities, rethinking loyalty, and empowering employees as advocates. Case studies from brands like Birds Eye, Just Eat, and National Express were also to be presented. The conference aimed to provide insights into how marketers can develop post-sale experiences to encourage customer advocacy through collaboration, crowdsourcing, and community building.
The document discusses different types of advertising appeals and claims that advertisers use to convince consumers to purchase products. It describes common appeals such as fear, humor, sex, music, rational arguments, and emotions. It also examines the effectiveness of different appeals and provides examples of ads that utilize specific appeals. The document then discusses different types of claims advertisers employ, such as scientific claims, compliments to the consumer, rhetorical questions, unfinished comparisons, and weasel words.
A report on 4p's and STP of clinic plus shampooHARSHA DEVATHA
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Strategic social listening in action, Unilever Case Study
1. Powering informed decisions
Strategic social listening
Hair Care Insights – Sample Category Report
“Where to play and what to say”
andrew.nelson@precise.co.uk
2. Contents
Background 3
Objectives of the pilot 4
Research objectives 5
Methodology 6
Executive summary 7
Potential actions 8
Strategic social listening insight 12
Linguistic analysis insight 20
Conclusions and considerations 25
Appendix
Hair care influencers (UK)
Passive / active
More details on the methodology
26
3. Background
The purpose of this pilot was to illustrate how strategic social listening can power
informed decisions and inspire actions for consumer insights, R&D and marketing
teams.
Kantar Media created a research brief to investigate a hypothesis from Unilever’s
former R&D Director of Hair Europe (Inge Terpstra). The following presentation
illustrates how strategic social listening can be used to:
Segment consumer insight
Identify habits, trends and who is driving these
Understand consumer language
Know what to say and where to play
4. Objectives of the pilot
The objective of the pilot was to show how the different applications / actions that
can be taken for R&D, Consumer Insight and Marketing teams, more specifically:
Ideation: Gathering insights to inform and inspire decisions, new products and test
hypothesis
Product use: Focusing on insight around product experiences
Deployment: Inform content marketing, messaging and tactics for different
consumer segments
5. Research objectives
The Unilever hypothesis was the starting point or “research need” that informed our
research brief. Unilever has been implementing natural formulations only to find out
that consumers did not always recognise that their products were more natural than
other products that make “naturally inspired claims.”
Research objectives: Insights to identify trends, habits and language used by women
with Frizzy Hair. Identify the different consumer angles to inform messaging and
tactics by segmenting insights. The pilot focused on women with frizzy hair and aimed
to answer the following key questions:
Are natural oils a hot trend amongst the fizzy hair segment?
What other trends / habits are emerging from the frizzy hair segment?
Which brands are mentioned in connection with natural/organic or natural oils?
Are “trend setters” and “influential individuals” advocating natural oils and natural
& organic products?
Frizzy Curly Straight Dyed Damaged Afro
6. Methodology
We gathered content across all social media (July-Sept 2014) using a combination
of phrases, key words and brands in connection with hair care and natural or
organic hair care.
We then combined these terms to focus on one segment “fizzy hair.”
Within the frizzy hair data set we qualitatively evaluated a sample of mentions for
themes and sentiment towards products.
We also identified influential consumers based on Reach, Relevance, Resonance,
and Activity.
Using social media as a source of insight we applied qualitative research techniques
at scale on conversations between women with frizzy hair.
7. Executive summary
Natural oils are a hot trend driving the frizzy hair sector, driven by a belief that
‘chemicals’ cause frizz and natural products are more effective. The focus was invariably
on whether the product / solution actually works to eliminate frizz.
Women with frizzy hair are prepared to pay a premium for a solution that works.
Effectiveness trumps price. Whether the product works was the most important feature.
Price appeared to be seen as a mark of quality.
People with frizzy hair describe or recommend an entire hair care routine, incorporating
the use of products but also washing, styling, and drying techniques that are believed to
reduce and manage frizz. The CG method or Curly Girl method featured most frequently
for frizzy hair. Glycerin free gels and wet gels also appealed to women with frizzy hair.
Women with frizzy hair use more technical terms (Flaxseed gel, FSG) and DT’s (Deep
Treatments). Humidity was mentioned frequently as a problem. Terms such as Hair
Canopy (the mass of hair in the centre) or “taming medusa hair” were used to describe
their problems.
John Frieda’s Frizz-ease range or salon keratin treatments, both seen as effective
8. Potential actions: Frizzy hair segment
Ideation / Product Use: Brands could incorporate popular hair care routines (CG, No-Poo or Max
Hydration) into content marketing aligning brands around consumer routines. Brands could also consider
developing a range of products to support consumers following the no poo, CG or max hydration
method.
Deployment: Brands could use these insights to test the
performance of Adwords and PPC campaigns. Insights can also
be used to modify messages that appear below the paid adverts
to appeal more to people with frizzy hair. For instance
“effective” instead of “best” treatment for frizzy hair.
Hair Care For Frizzy Hair
www.tresemme.co.uk/Hair-Tips
Effective treatment for frizz.
Hair Care For Frizzy Hair
www.tresemme.co.uk/Hair-Tips
Glycerin free treatment for frizzy hair
Ideation: Brands could mimic popular features used by consumers on other social networking sites to
increase owned media engagement. Consumers could take a quiz to understand their hair type on the
landing page, directing users to the right product and routine for their hair.
PANTENE Pro-V - pantene.co.uk
www.pantene.co.uk/
Frizz control that works
Deployment: To increase ROI from advertising target the frizzy hair segment with messages and
content focusing on the key message that “it works” timing marketing to run prior to when humidity
levels rise in certain markets. Focus campaigns on popular YouTube videos & forums. Mumsnet &
Naturallycurly display banner adverts should carry different images and messages.
13. Twitter Insight
recommending a brand product
asking for advice/recommendation
describes using products
recommending a treatment
giving advice/recommendation
recommending a natural product
products don't work
coupons/deals/competitions/selling/ma…
review
wants to try
advert
complimenting hair
prize winner
passing mention
doesn't use products
Types of mention
Negative Neutral Positive
39%
10%7%
17%
14%
3%
6% 4%
Types of contributor
Frizzy
Afro
Curly
stylist/salon
seller
brand
blogger
other
Twitter provides a Q&A platform for
consumers at different stages of their
journey. Tweets around frizzy hair and
natural formulations were most likely to be
recommendations and advice to use certain
products or requests for recommendations.
Very few frizzy haired women considered the
natural or organic credentials of a product to
be the deciding factor on whether to buy. The
focus was invariably on whether the product
actually works to eliminate frizz and fly-
aways, for a variety of types of frizzy hair
including Afro, curly, and straight but frizzy.
The price was also rarely a factor, with less
than 2% of mentions even mentioning the
cost of a product.
Around a third of tweets were from users
with a vested interest in selling a product,
such as online sellers, salons, stylists, or
brands’ Twitter handles.
14. Brand Insight: Twitter
John Frieda
Keratin treatment
(salon)
Aveda
Pantene
Moroccan oil
Kerastase
other oils
Tresemme
organic/natural
no shampoo
Kerasilk
Aussie
Bumble & Bumble
The most mentioned brand for frizzy
hair was John Frieda’s ‘Frizz-ease’
range, which was hailed as highly
effective for various types of frizzy
hair.
Closely followed by a Keratin
treatment or ‘Brazilian blow-out’,
usually done in a salon. This treatment
was recommended for its lasting
results.
Moroccan oil and other natural oils
(coconut, olive, argan,…) were also
prominent. While ‘natural’, these
products were recommended based
on effectiveness, not for their
organic/natural credentials.
15. Forum Insight
describes a hair routine
giving advice/recommendation
asking for advice/recommendation
recommending a brand product
products don't work
recommending a treatment
price conscious
describes using products
passing mention
coupons/deals/competitions/selling/
marketing/spam
recommending a natural product
Negative Neutral Positive Mixed
On forums, the conversations were more in depth
giving more context to the insights found in Twitter.
Price was again rarely a barrier, in fact, it seemed to be
seen as a mark of quality. The higher the price of a
product, the more effective it was believed to be, with
forum users advising one another to choose the more
expensive option.
Notably, the most prominent type of mention of
natural or other hair products were lengthy and
detailed descriptions of hair care routines, but again
with a focus on effectiveness.
Routines often incorporated a range of other products
and washing, drying, and styling techniques that are
believed to reduce frizz, such as using conditioner
instead of shampoo, drying hair with a t-shirt instead of
a towel, brushing with a wide-tooth comb or fingers, no
touching after applying products, braiding at night …
Most routines are personal, but some have a wide
following, such as the ‘curly-girl’ method and the ‘no-
poo’ (no-shampoo) method.
16. Brand Insight: Forums
John Frieda
other oils
keratin treatment
no shampoo method
coconut oil
argan oil
Pantene
max hydration method
Redken
Wen
Bumble and Bumble
Shea
Dove
Fructis
Deva curl
Aussie
TRESemme
Like on Twitter, John Frieda’s ‘Frizz-Ease’
range was the brand most mentioned, the
salon keratin treatment came highly
recommended.
However, natural oils, when taken together,
were by far the most discussed products on
forums.
Many forum users subscribed to the belief
that hair care products containing sulfates,
alcohols, silicones, and other
‘unpronounceable chemicals’ cause frizzy
hair, leading to a tendency towards using
‘natural’ products and methods because
they are seen as effective.
Well-known hair care methods such as the
no-poo and CG method were also widely
discussed, with users sharing tips and
experiences.
Many forum users were aware of and used
the acronyms describing hair as one of
several types, ranging from 2A to 4C.
17. Frizzy: celebrity ‘role models’
Monica from Friends suffering
from frizz while on holiday is a
frequent example given by women
with frizzy hair to describe their
problem (especially when going to
Florida, Disneyland, or on a
holiday).
Curly haired social media users
complained that the curls on the
model in the Frizz-Ease advert did
not look ‘real’.
20. Further validation: proof of concept
Using Relative Insights language analytics tool we gathered data from key forums
identified by Kantar Media that discussed hair care (frizzy hair & non frizzy).
The tool analysed 1.5 million mentions around fizzy hair and non frizzy hair going
back 10 years form the key sources identified from social listening
(naturallycurly.com & mumsnet.com).
We then compared the language used by people with frizzy hair vs non frizzy on
each site.
Finally, we identified any similarities / differences with the insights from social
listening.
For the first time strategic social listening was combined with a language analysis
tool (originally designed for crime-fighting) to investigate the findings. For this
secondary piece of research we partnered with Relative Insight.
21. Frizzy hair: linguistic insight from mumsnet.com
People with fizzy hair on mumsnet.com use more descriptive, less technical terms
than people on naturallycurly.com and are more focused on the outcomes / results.
Results and Appearance are the main focus of conversation. The desired result is
more curls not frizz.
Terms such as “lovely, “sleek”, “amazing”, “shiny”, “gorgeous” to describe the
results post product or action (blow dry, rinsing out, separating curls or
detangling).
Brands, the range of product i.e Frizzease and where they are purchased are
mentioned more frequently, Boots, Tescos, Asda, Avon, Sainsburys, L’Oreal, Body
Shop, Dove, Bumble, Superdrug. People reference the product by the colour of
the bottle.
Cost / price is not an issue, effectiveness is key “costs a fortune, but worth it’ vs
‘I use the cheap one.”
22. Frizzy hair: linguistic insight from naturallycurly.com
People with fizzy hair on naturallycurly.com use more technical terms than people
on mumsnet.com. People on naturallycurly.com are investigating, experimenting,
searching for and trying to figure out how to manage their frizz.
Glycerin free gel and wet gels. People afraid it might damage hair or remove
colour or cause frizz, hence references to “glycerin free”. Some want soft gels as
hard gels can leave a “gunky feeling.” Others want hard hold gel to “help with
frizz.”
The weather, in particular humidity appears frequently “ruining hairstyles”
leading to “frizz balls”.
Natural oils are mentioned with people referencing, aloe, Jojoba, Vegetable
Glycerin and Shea Butters.
The CG method is frequently discussed
Cost / Price was not an issue so long as “it works”
23. Non frizzy hair language
Amongst people that do not have frizzy hair the hair style is mentioned more
frequently. The conversations are less about finding solutions or managing ones
hair, instead focusing on ones cut and length of hair. Once the hair reaches a
certain length it can be a problem, hearing of ways to manage hair growth featured
more frequently with people with non-frizzy hair.
What colour to go with and how to grow colour out were topics discussed by the
non-frizzy segment. Price, especially cheaper products were considered more
often than those with frizzy hair, where effectiveness was more important than
price.
24. Conclusions and considerations
The qualitative insight and linguistic analysis both agree that price was not an issue for women
with frizzy hair. Effectiveness trumps price. This segment are willing to pay a premium for
something that works.
Consumer language identified in the qualitative research and linguistic analysis found similar
patterns. This combined approach gives credence to our recommendations on what to say and
where to play.
The insights can be used to inform message testing research and digital campaigns.
Repeat this analysis framework for each hair type to inspire new product development and
inform existing digital marketing messages and tactics. There are differences and similarities
between North America and UK markets . Market segmentation should also be considered.
26. Influencers: UK
Jade Elliott is a celebrity fashion stylist and
beauty editor with 35.5K followers on Twitter
and a blog about style and beauty, Style and
stillettos. Her blog is hosted on Tumblr and has
short updates with large glossy images. She
also runs give-aways and competitions.
Jade has launched her own line of make up,
Iconic London.
27. Influencers: UK
Leo Bancroft is a hairdresser for ITV This Morning
and Chelsea FC.
He is active mainly on Twitter (44,414 followers),
where consumers ask him direct hair care and hair
routine questions, which he answers with general
advice and by recommending products and hair
care tools from his own product line. He also
posts advice, tips, and photos around styling hair,
often using positive hashtags such as
#loveyourhair.
He has a website and Facebook page for his own
product line and salon.
28. Influencers: UK
Faye is a beauty and fashion vlogger on
YouTube, where her channel, Faye’s Fix, boasts
21,951 subscribers.
She was shortlisted for the Cosmopolitan Best
Vlog award in 2014.
She also uses Twitter, Blogger, Facebook, and
Instagram but has less followers there.
She most often talks about style and fashion, but
also reviews beauty and hair products on
occasion.
29. Influencers: UK
Heather Katsonga-Woodward is a UK natural-hair
blogger who switched from ‘damaged relaxed hair’
to natural Afro hair. She markets her own free e-
book on how to grow long natural hair and her own
range of products based on natural oils. Aside from
her own range, she also gives many instructions on
how to make DIY natural products.
She provides tips and styling how-to’s on her
Twitter, blog, and YouTube channel. She reaches
most of her fans with links to her videos and blog
posts on Facebook where she has 415,384 likes, and
on Pinterest, where she has 21,308 followers.
30. More people view (passive) than post (active)
Passive: NaturallyCurly.com receives 2 million unique visits monthly
Active members: 192,705
Views
31. Strategic social listening methodology
We used the following general terms and brand names related to
haircare and natural or organic haircare:
"aussie" "dove" "elvive" "fructis" "head shoulders"~1 "herbal
essences" "john frieda" "natural oil" "natural oils" "no poo" "no
shampoo" "organic" "pantene" "product" "products" "silicone"
"silicones" "suave" "sulfate" "sulfates" "sulphate" "sulphates" "sunsilk"
"timotei" "treatment" "treatments" "tresemme" "vo5“
We then combined these with terms specific to the 6 consumer
segments: Frizzy, Curly, Straight, Dyed, Damaged, Afro.
For frizzy hair, we added the terms: “frizzy hair” and “frizz”.
Within the Frizzy segment, we took a random representative sample
of Twitter mentions and a random sample of forum mentions and
evaluated each mention for relevance, sentiment towards hair
products, topic of conversation, hair type of user and brand or
product mentioned.
We also identified several potentially influential users based on
Reach, Resonance, Relevance and Activity (number of followers,
recommendations by consumers and frequency of relevant posts).
32. Linguistic analysis methodology
Identify relevant data sources. This is driven by the areas or high-level research questions of interest to the client.
Any digital text can be used as input to the process such as (but not limited to): forum posts, social media data,
promotional emails, digitized mail drops, web site content, etc. Best results are obtained when comparative data
sources are available (e.g. out-bound brand language, frizzy hair discussions compared to non-frizzy hair discussions,
etc).
Processing the data. The data collected in Step 1 (Frizz) is processed by the Relative Insight language analysis
engine that builds language models around the words/phrases, grammar, style and semantic topics contained within the
input data. By examining the language at multiple levels, rather than just the words used, a much richer and deeper
understanding of the content can be extracted.
Perform comparisons. The language models produced in Step 2 (non Frizz) can be compared with each other to
surface statistically significant language characteristics that are associated with each data source. The language
models can also be compared with standard language data sets created by Relative Insight, for example, language
collected from a range of data sources that represent “standard” English use, or language collected from forums
typically used by mums to represent “mum” language.
Analyse the comparisons. Relative Insight uses a data-driven approach for their analysis that allows the data
collected to determine the direction of analysis. This means that unexpected findings can be discovered that the
client was completely unaware to even look for. The analysis process involves exploring the language characteristics
surfaced via the comparisons in Step 2 and interpreting their significance in terms of the original areas and research
questions set out by the client.
Presentation of the results. Relative Insight can produce a report and/or a presentation containing their findings. This
includes an overview/justification of the data sources used, an outline of the process applied, an executive summary of
the insights found, a more detailed explanation of the insights (thIs includes a series of graphs providing evidence of
these insights), and potential actions or next steps on how these insights can be used.
Key points to cover:
Welcome
Introduction
Introduce general topic
Suggested script:
Thank you all for coming today, and welcome.
Just in case you don’t know, my name is [name] and I’m [job title].
What that basically means is that I [describe role in simple terms].
Some of you will be aware that a project has been underway to take a look at our brand.
Today, I’m going to update you on this crucial strategic project for Kantar Media and share the exciting work so far.
Key points to cover:
Welcome
Introduction
Introduce general topic
Suggested script:
Thank you all for coming today, and welcome.
Just in case you don’t know, my name is [name] and I’m [job title].
What that basically means is that I [describe role in simple terms].
Some of you will be aware that a project has been underway to take a look at our brand.
Today, I’m going to update you on this crucial strategic project for Kantar Media and share the exciting work so far.
Key points to cover:
Welcome
Introduction
Introduce general topic
Suggested script:
Thank you all for coming today, and welcome.
Just in case you don’t know, my name is [name] and I’m [job title].
What that basically means is that I [describe role in simple terms].
Some of you will be aware that a project has been underway to take a look at our brand.
Today, I’m going to update you on this crucial strategic project for Kantar Media and share the exciting work so far.
Key points to cover:
Welcome
Introduction
Introduce general topic
Suggested script:
Thank you all for coming today, and welcome.
Just in case you don’t know, my name is [name] and I’m [job title].
What that basically means is that I [describe role in simple terms].
Some of you will be aware that a project has been underway to take a look at our brand.
Today, I’m going to update you on this crucial strategic project for Kantar Media and share the exciting work so far.
Key points to cover:
Welcome
Introduction
Introduce general topic
Suggested script:
Thank you all for coming today, and welcome.
Just in case you don’t know, my name is [name] and I’m [job title].
What that basically means is that I [describe role in simple terms].
Some of you will be aware that a project has been underway to take a look at our brand.
Today, I’m going to update you on this crucial strategic project for Kantar Media and share the exciting work so far.