Juxtconsult Brand Scorecard Study - Online News Category Sample

JuxtConsult Brand ScoreCard

TM

Track how ‘ready’ is your brand to compete for future market shares!

Study Overview ¾ The first syndicated brand tracking study that proposes to measure your brand performance at the category level on a monthly basis ¾ The Brand ScorecardTM not only measures the current performance of your brand but also its future-readiness (the ‘momentum’ with which it is moving to compete for future market shares) ¾ Measures the ‘sustenance power’, ‘persuasive power’, ‘consumer pull’, ‘loyalty’ and ‘momentum’ of your brand vis-à-vis the competing brands in the category ¾ Gives you the key reasons why your brand is preferred more (or less) vis-àvis the competing brands

JuxtConsult Brand Track Framework © Brand Visibility

TOM Ad Recall (share of voice)

Brand Sustenance

Brand Consideration

TOM Brand Recall (share of mind)

Brand Persuasion

Brand Preference

Brand Likely to Buy (share of preference)

Brand Loyalty

Brand Pull

Brand Switch

Brand Repeat Purchase

Likely Switchers (Net)

Likely Loyal Users

Brand Momentum

Brand use currently (share of consumers)

Key Brand Scorecard Measures! Brand Sustenance

Ratio of

TOM Ad Recall

How much does the brand transcend the ad

Brand Persuasion

Ratio of

Ratio of

How much is the brand retaining its existing consumers

Likely Switch-ins to the Brand Likely Switch-outs from the Brand

Brand’s ability to attract new/competitive brand consumers

Brand Loyalty

Intention to Purchase Brand Spontaneous Brand Recall

How persuasive is the brand story

Brand Pull

TOM Brand Recall

Ratio of

Likely to Continue Buying the Brand Total Current Users of the Brand

Key Brand Scorecard Measures! Secondary Brand Share Brand share on multiple brand usage basis

Primary Brand Share Brand share on most-preferred brand usage basis

Brand MomentuxTM Brand’s competitive-readiness for future market shares

Total Current Users of the Brand Total Current Users of the Category

Preferred Current Users of the Brand Total Current Users of the Category

Brand Mass

x

Brand Speed Accelerators

Current Users

x

Brand Persuasion factor, Brand Pull factor, Brand Loyalty factor

Study Methodology ¾ Monthly brand tracking and reporting ¾ Reporting sample of over 1,000 category relevant respondents every month. Both intended and current category users captured ¾ Online survey conducted using JuxtConsult’s own net user panel (www.getcounted.net). The panel has over 65,000 members already with 10,000 new members getting added every month ¾ Data made representative of all online Indians across SEC classes, age groups, income groups and town classes (using appropriate 'demographic multipliers‘ from JuxtConsult India Online 2008 Study)

The Report Index ¾

Overall ‘category’ level brand tracking and brand scorecard analysis

¾

Brand parameters reported: •

Ad Scores (TOM ad recall, source of ad recall)

•

Brand Mindshare Scores (TOM brand recall, source of recall, Total aided brand awareness)

•

Brand Perception Map

•

Brand Shares (Secondary - multiple usage basis, Primary - preferred usage basis)

•

Reasons for preference for the primary brands

•

Overall usage satisfaction rating for the primary brand

•

Brand Performance Scores (Mind and Brand share conversion ratios, Sustenance, Persuasion, Pull, Loyalty, Momentum)

¾

Change reporting to start only from the second month

¾

Custom and segment level reporting can be considered separately at additional cost* * depending on the sufficiency of sample size of required segment cuts

Brand Scorecard Sample Category: Online News August 2008

le p m a S

ly n O

le p m a S

ly n O

* Relative Index – relative to the top brand being 100%

ly n Brand Momentux™ Map O le p m a S Brand Momentum

2.0

Brand Mass

Mass Driven

Size

Yahoo

1.5

BBC Rediff Timesofindia Google news Indiatimes

Speed Driven

NDTV

Aajtak

MSN Moneycontrol

CNN

1.0 1.0

1.5 Brand Speed

Logarithmic scale

2.0

le p m a S

lyBrand Perceptual Map n O 2

Rediff 1

Check for latest cricket scores Check for entertainment content Check news/scores in others sports Read health/lifestyle articles

0

Yahoo

MSN

Indiatimes Aajtak Google News

Timesofindia

Check business/financial news info

Economictimes Moneycontrol

CNBC

Read day's news & in-depth reporting Participate in opinion poll

Check for latest national news/updates

NDTV

CNN

Check photogallery/videos -1

Check for latest international news/updates

-2

Attribut e

BBC

-3 -1.5

-1.0

-.5

0.0

.5

1.0

1.5

Brand The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes. The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all

2.0

y l n Respondent Profile O le p August 2008 m a S Demographic Attributes

– Online News

Respondent Profile Sample size – 1,118 Representation Size - 27 million

Gender Age Distribution

Male

83%

Female

17%

Below 13 years

Not included in study

13-18 years

5%

19-24 years

32%

25-35 years

45%

36-45 years

10%

Above 45 years

8%

City Type

Up to 1 Lakh

14%

(Population Size)

1-5 Lakhs

9%

5-10 Lakhs

40%

Above 10 Lakhs

37%

City Type

Metro

33%

(Market Size)

Urban uptowns

7%

Emerging Towns

17%

Others

43%

y l n Respondent Profile O le p August 2008 m a S

Socio-economic Classification

Monthly Household Income

Most Expensive Vehicle in the HH

Respondent Profile Sample size – 1,118 Representation Size - 27 million

Demographic Attributes Region-wise Distribution

– Online News

North

23%

East

16%

South

31%

West

30%

SEC - A

32%

SEC - B

35%

SEC - C

23%

SEC - D

8%

SEC - E

2%

Up to Rs. 10,000

37%

Rs. 10,000 – Rs. 30,000

41%

Rs. 30,000 – Rs. 50,000

10%

Above Rs. 50,000

12%

4-wheeler

16%

2-wheeler

54%

Bi-cycle / others

14%

Don't own any vehicle

16%

JuxtConsult Brand ScoreCard Track TM

Pricing of Reports One Time Report*

Annual Subscription*

(1 month report)

(12 monthly reports)

Rs. 75,000

Rs. 360,000

* 12.36% service tax extra

•

Payment Terms

: One Time Report: 100% advance : Annual Subscription: 50% advance, 50% at 6 months

•

Delivery Timeline

: First Report: 1 week from date of order : Monthly Reports: Every month end (by 30th)

•

Report Delivery Format

: PDF

Contact Details • Address

:

3, Kehar Singh Estate, 1st Floor, Westend Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone

:

+91-11-29535098, +91-9811256502

• Contact Person

:

Sanjay Tiwari

• Email

:

[email protected]

• Website

:

www.juxtconsult.com

Thank You!