Juxtconsult Brand Scorecard Study - Soft Drinks 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 with JuxtConsult’s Consumer Panel (www.getcounted.net). The panel has over 110,000 consumers representing over 291 million (or 86% of all) urban consumers. Over 10,000 new members get added every month ¾ Data made representative of all urban Indians across SEC classes, gender, age groups, town classes and regions (using appropriate 'demographic multipliers‘ from JuxtConsult’s annual land survey conducted among 12,500 urban households covering ‘all socioeconomic strata’ in 40 cities representing ‘all town classes’ by population size)

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: Aerated Soft Drinks December 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 Mass Driven

Mirinda Fanta

Brand Mass

1.5

Sprite 7 Up

Size

Coke

Pepsi Thums Up Limca Mountain Dew

1.0

0.5 Speed Driven

0.0 0.0

Brand Speed

0.5

Logarithmic scale

1.0

1.5

Limca

1.0 Best tingling effect on the tongue

Most attractive bottle shape

Impressed by its ad the most

.5

Best flavors of my liking

Sprite

Mirinda Thums Up

0.0

Fanta

Become habitual of using this brandy

Like its taste the best

Best sweetness for my liking

Best brand image/reputation

Lowest priced

-.5 Reflects my style, personality and status the best

Pepsi

Mountain Dew

Coke

-1.0

Attribute

Sa

ly Attribute Brand Perceptual Map n O le p m

-1.5

-2.0 -2

Brand

-1

0

1

2

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

3

y l n Respondent Profile O le p December 2008 m Sa Demographic Attributes

– Aerated Soft Drinks

Brand Scorecard Respondent Profile

Sample – 1,354 Urban Population Representation – 122 million

Gender Age Distribution

Male

69%

Female

31%

Below 13 years

Not included in study

13-18 years

12%

19-24 years

28%

25-35 years

44%

36-45 years

11%

Above 45 years

5%

City Type

Up to 1 Lakh

32%

(Population Size)

1-10 Lakhs

23%

10 Lakhs plus

44%

North

22%

Region-wise Distribution

East

6%

South

27%

West

45%

y l n Respondent Profile O le p December 2008 m Sa Demographic Attributes

– Aerated Soft Drinks

Brand Scorecard Respondent Profile Sample – 1,354 Urban Population Representation – 122 million

Socio-economic Classification

Monthly Household Income

Most Expensive Vehicle in the HH

SEC - A

19%

SEC - B

24%

SEC - C

38%

SEC - D

14%

SEC - E

5%

Up to Rs. 10,000

62%

Rs. 10,000 – Rs. 30,000

27%

Rs. 30,000 – Rs. 50,000

5%

Above Rs. 50,000

6%

4-wheeler

10%

2-wheeler

51%

Bi-cycle / others

14%

Don't own any vehicle

25%

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!