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BMP: Brand Management Process

BMP: Brand Management Process. Establishing BRAND POSITIONIING Creating BRAND DESIGN Measuring BRAND PERFORMANCE Sustaining BRAND EQUITY. Why Measure?. How strong is our brand? Impact of Marketing Activity Overall value of the Brand. RETURN ON MARKETING INVESTMENT (ROMI).

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BMP: Brand Management Process

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  1. BMP: Brand Management Process • Establishing BRAND POSITIONIING • Creating BRAND DESIGN • Measuring BRAND PERFORMANCE • Sustaining BRAND EQUITY

  2. Why Measure? • How strong is our brand? • Impact of Marketing Activity • Overall value of the Brand RETURN ON MARKETING INVESTMENT (ROMI)

  3. Brand Value Chain Marketing Inputs Consumer Mindset Market Performance

  4. Measuring Brand Performance Quantitative Research

  5. Quantitative: Tracking Study • Continuous rolling panels • Survey Method • Pre-Defined Parameters • Study the Impact of Marketing Inputs • Level of Impact • Degree of Impact

  6. Product-Brand Tracking • Brand Awareness • Recall (TOM/Unaided/Aided) • Recognition • Ad Awareness • Brand Associations • Benefit Associations • Quality Associations • Image Associations • Brand Consideration

  7. ATP by Millward Brown • 50 to 100 per week • 10-12 Minute interviews over brand & comp. • Covering awareness, positioning, loyalty, response to communication

  8. ATP Sample Data

  9. Methodology Millward Brown ATP What? • MALES • Aged 25- 50 years • From SEC A/B • Working Full Time • Decision maker for financial products in the household • FEMALES • Aged 25- 50 years • From SEC A/B • Working • Decision maker OR Joint Decision maker for financial products in the household Who? Where? Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad October – December, 2004 When?

  10. Top spenders across markets – Press* • Oct’04 – Dec’04 • In Rs. Lakhs • ICICI Prudential 235 • HDFC Standard 178 • LIC 136 • SBI Life 101 • Aviva 86 • Bajaj Allianz 84 • AMP Sanmar 48 • Max New York 53 • Birla Sun Life 44 • Tata AIG 29 • ING Vysya 17 • Om Kotak 15 • MetLife 8 Source: Mind Share *Normalized to 100cc

  11. Snapshot – 7 markets (Mumbai+Delhi+Kolkata+Chennai+Bangalore+Hyderabad+Ahmedabad) All figures are in %I-PruLICTATA-AIG Base - 3654 respondents Brand Awareness TOM Recall 6 87 0 Spontaneous Recall 54 99 28 Ad Awareness Spontaneous Recall 28 60 10 Consideration Top box 2 86 0 Top 2 boxes 42 91 10 Image The best company to have a relationship with 26 96 8 Offers the best returns 23 86 6 Comes out with new & innovative products 30 86 8 GRPs 7222 17 3313 Press Spends (Rs. Lakhs) 169 245 38 LIC has the highest scores on brand health, imagery and consideration.

  12. Communication Awareness

  13. COMMUNICATION AWARENESS All markets I-PRU LIC SBI TATA-AIG HDFC AMP Base: All respondents 3654 3654 3654 3654 3654 3654 % % % % % % Total Brand communication aware 41 53 11 10 7 7 (across media) TV 29 34 6 7 2 5 Newspapers 6 10 2 2 2 1 Hoardings 12 23 3 2 2 1 Radio 1 1 - - - 1 Base: All claimed TV recallers 1500 1948 388 378 243 260 % % % % % % Detailed recall (TV) 67 59 45 42 26 66 Proven recall (TV medium) 19 7 27 16 1 27 Brand generic 12 7 4 3 1 27 Execution-specific 7 - 23 13 - - Saath Phera 6 Wrong recall (brand/product) 4 - - - - - GRPs (TV) 1032 2 358 473 0 345 Press spends 34 19 14 4 25 7 Overall brand communication awareness is high for LIC followed by I-Pru. Overall, proven recall is low across brands.

  14. Execution Recall – ICICI Prudential Execution-recall Base : Proven recallers of I-Pru Har Vaada ad 90 % Shown man emptying suitcase of angry wife 9 Voice-over: Saat janmo tak suraksha karoonga 7 Shown old man help wife get into an escalator 10 Shown couple walking around fire 74 Husband applies sindoor on wife’s head 60 Any mention of ICICI Prudential 43 Impressions % Agree strongly Mean score Made you more interested to know about pdts of I-Pru 20 3.73 What it said was relevant to me 21 3.88 What it said was believable 29 3.95 Told me something new 29 3.85 Is an enjoyable ad 55 4.34 More likely to consider the next time 26 3.69 Weak recall of executional lements; seen more as an enjoyable ad and evokes lower than desired scores on response measures.

  15. Profile of proven recallers Base : Proven recallers of I-Pru ad 90 % Mumbai 23 Delhi 10 Chennai 61 Bangalore 1 Hyderabad 1 Ahmedabad 3 25-35 years 64 36-50 years 36 SEC A1+ 22 SEC A1 33 SEC B 44 Recall of I-Pru largely led by Chennai and amongst younger audience.

  16. SLOGAN RECALL All figures are in %AllCurrently InvestedAware Currently Invested Rejecter of L.INon-Rejecter of L.INon-Rejecter of L.I ZINDAGI KE SAATH BHI, ZINDAGI KE BAAD BHI Life Insurance Corporation (LIC) 59 40 65 56 ICICI Prudential Life Insurance 11 22 11 8 SBI Life Insurance 1 4 1 0 Base: All respondents recalled the slogan____ 1580 131 741 708 HAR VAADE MEIN AAPKE SAATH ICICI Prudential Life Insurance 34 22 38 32 Life Insurance Corporation (LIC) 23 25 27 18 Kotak Mahindra 1 - 1 1 SBI Life Insurance 1 3 2 1 Tata AIG Life Insurance 1 1 1 2 Base: All respondents recalled the slogan____ 1011 72 459 480 JEENE KI AZAADI Life Insurance Corporation (LIC) 22 29 23 19 ICICI Prudential Life Insurance 10 8 13 6 Tata AIG Life Insurance 6 1 7 5 Kotak Mahindra 3 3 2 4 Base: All respondents recalled the slogan____ 964 106 417 441

  17. SLOGAN RECALL All figures are in %AllCurrently InvestedAware Currently Invested Rejecter of L.INon-Rejecter of L.INon-Rejecter of L.I KAL PAR CONTROL Aviva Life insurance 21 4 19 26 ICICI Prudential Life Insurance 10 4 12 8 Life Insurance Corporation (LIC) 9 25 11 5 Kotak Mahindra 3 0 3 5 Tata AIG Life Insurance 3 4 2 3 Base: All respondents recalled the slogan____ 552 48 242 262 HAVE YOU MET LIFE TODAY MetLife Insurance 65 44 66 67 Life Insurance Corporation (LIC) 3 6 5 1 ICICI Prudential Life Insurance 1 8 1 0 Max New York Life Insurance 1 3 1 1 Base: All respondents recalled the slogan____ 902 62 427 413

  18. Brand Associations

  19. BRAND IMAGE PROFILING IMAGE PROFILES - An Illustration Pvt. Brand Pvt. Brand PSU Brand PSU Brand Innovative services This brand is most visible Offers good value to customers Good network of agents wide range of products Promptness - complaints Responsive Company personnel Innovative schemes Modern organisation Good schemes Open on convenient times Very trustworthy % Associations Differentiation ©

  20. BIP – 7 markets (Mumbai+Delhi+Kolkata+Chennai+Bangalore+Hyderabad+Ahmedabad) LIC HDFC T-AIG ING V KOTAK I-PRU SBI Best Insurance Co. to have a relationship with Takes care of its customers Offers the best returns Comes out with new & innovative products Makes products for people like me Helps in choosing a policy Different policies for the entire family Delivers what it promises Ensures safety of my money Easy access for buying a policy /pay premiums Agents could be trusted to give correct information Will settle claims quickly Addresses queries promptly Can be trusted to be there ten years from now (3452) (3654) (2878) (2867) (2614) (1938) (2411) Base : 25 89 17 11 8 5 5 Avg. Asso :

  21. Imagery • ICICI Prudential • Differentiates on following attributes • Has different policies for entire family (Ahmedabad) • Comes out with products that are new and innovative (Delhi, Mumbai) • Takes care of its customers through good service (Hyderabad, Mumbai) • Best Insurance company to have a relation with (Hyderabad) • Will settle claims quickly (Hyderabad) • Has knowledgeable agents who help me in choosing a policy (Bangalore, Chennai) • Ensures safety of my money (Chennai) • Will settle claims quickly (Chennai) • Addresses queries promptly (Chennai) • Can be trusted to be there ten years from now (Chennai)`

  22. Imagery • LIC • Not differentiated in Chennai & Hyderabad • Differentiates on following attributes • Best Insurance company to have a relation with (Ahmedabad, Bangalore, Delhi, Kolkata, , Mumbai) • Company delivers what it promises (Ahmedabad) • Addresses queries promptly (Bangalore) • SBI Life • Differentiates on following attributes • Takes care of its customers through good service (Chennai, Mumbai) • Ensures safety of my money (Chennai, Hyderabad, Mumbai) • Can be trusted to be there ten years from now (Chennai, Hyderabad, Mumbai) • Best Insurance company to have a relation with (Hyderabad) • Company always delivers what it promises (Mumbai)

  23. Brand Consideration

  24. © Millward Brown International 2001 JXXXX A2BS00 BRAND CONSIDERATION Q1’01 Q2’01 Q3’01 % % % The only brand I would consider 11 16 16 One of 2 or 3 brands I would consider 30 22 32 One of several brands 11 8 7 Brand I might consider 7 8 11 Brand I would not consider 41 47 34

  25. INTENTION TO PURCHASE All figures are in %AllCurrently InvestedAware Currently Invested Rejecter of L.INon-Rejecter of L.INon-Rejecter of L.I Extremely unlikely to purchase 31 68 17 36 Quite unlikely to purchase 15 10 13 19 Quite likely to purchase 22 14 30 14 Extremely likely to purchase 15 6 21 12 Base – All respondents 3654 375 1705 1574

  26. RECOMMENDED LIFE INSURANCE COMPANY All figures are in %AllCurrently InvestedAware Currently Invested Rejecter of L.INon-Rejecter of L.INon-Rejecter of L.I Life Insurance Corporation (LIC) 87 84 82 95 ICICI Prudential Life Insurance 3 8 3 2 SBI Life Insurance 1 3 1 0 Kotak Mahindra 0 1 0 0 Tata AIG Life Insurance 0 1 0 0 Base – All respondents 3654 375 1705 1574

  27. Brand Dynamics

  28. BRAND DYNAMICS MODEL What is Brand Dynamics? • Brand Dynamics both measures and explains a brand's Consumer Equity or Value. • It bridges the gap between consumer perceptions and sales • By identifying the perceptions & attitudes that will most effectively strengthen the brand • And estimating the impact on sales of changing them

  29. Components of Brand Dynamics Consumer Value CONSUMER VALUE is the potential value of each consumer to the brand. Measured through a “consideration” scale which is suitably adjusted for effects such as brand size, consumer typology, brand price etc. Consumer Value correlates very well with value share of the brand.

  30. Components of Brand Dynamics Brand Pyramid : the “dynamics” of Consumer Value Helps to explain why the strength of someone’s relationship with a brand might vary based on their brand associations. This is done through the Brand Pyramid framework which draws a hierarchy of consumers for each brand - depending on their relationship with the brand.

  31. BRAND PYRAMID

  32. THE FIVE LAYERS OF THE PYRAMID • Presence is the gateway to the market • Consumers without presence are of little current value to the brand. PRESENCE

  33. THE FIVE LAYERS OF THE PYRAMID • The size of the market available to the brand is defined by the relevance of the brand to the consumers needsand pocket. RELEVANCE PRESENCE PRESENCE PRESENCE

  34. THE FIVE LAYERS OF THE PYRAMID • For a consumer to buy the brand repeatedly, it must deliver acceptable product performance. PERFORMANCE RELEVANCE PRESENCE PRESENCE PRESENCE

  35. THE FIVE LAYERS OF THE PYRAMID • For consumers to commit more expenditure to the brand, it must have an advantage for them over other brands. ADVANTAGE PERFORMANCE RELEVANCE PRESENCE PRESENCE PRESENCE

  36. THE FIVE LAYERS OF THE PYRAMID • The more unique the perceived advantage, the greater the chance of consumers becoming bonded to the brand. BONDING ADVANTAGE PERFORMANCE RELEVANCE PRESENCE PRESENCE PRESENCE

  37. CALCULATING CONVERSION PROFILES Pyramid Conversion Profile Conversion Expected Conversion Bonding Advantage Performance Relevance Presence 29/68 = 43% 68/85 = 80% 85/85 = 100% 85/85 = 100% 85/100 = 85% 58% 69% 95% 88% 75%

  38. CASE STUDY-PEPSODENT-

  39. Bonding Advantage Performance Relevance Presence BRAND PYRAMIDS - PEPSODENT : DELHI Q2’01 % Q3’01 % Q3’00 % Q1’01 % 40 69 99 94 81 38 79 100 99 86 Base : (650) (650) (550) (650)

  40. © Millward Brown International 2001 JXXXX A2BS00 DIAGNOSIS OF ADVANTAGE Q2 ’01 % Q3’01 % Acceptable Price Appeals More Better Performance Different Growing popular High Opinion Most Popular Base : 414 549 Consumers at product performance level (or above)

  41. Measuring Brand Performance Qualitative Research

  42. Association Techniques Respond to the presentation of a stimulus with the first thing(s) that comes to mind • Word association -- Free word / Successive word • Personification [Exercise: Axe/FAL/CP/Surf] • Analogies and Metaphors [Cricketer: Enfield] • Picture Association • Film and Song Titles

  43. Completion Techniques Respondents are required to complete an incomplete stimulus • Sentence completion • Story building • Cartoon completion • Clues and scenarios • Make an advertisement

  44. Construction Techniques Require the respondent to produce/construct something • Brand Mapping [Cold Drinks] • Classification/Grouping [Indian Filmmakers] • Family Trees [Toothpaste] • Laddering [Sony Plasma] • Life Cycle [Detergent]

  45. Expressive Techniques Techniques that enable a respondent to better express his perceptions about the brand • Role Play [Nike vs. Reebok] • Brand Party [Jeans] • Autobiography/Matrimonials/Obituary [Red Bull] • Political Speech [Lakme] • Horoscope [RoohAfza] • Nightmares / Fantasies [Enfield]

  46. Creativity Techniques Techniques which use the consumer’s creativity to derive perceptions about the brand • Random Input [Nike without ‘Just do it’] • Pictionary [Surprise Surprise!] • Transformation [DaburChavanprash] • Re-birth [Yamaha RX100]

  47. Group Assignment • Bajaj has launched Pulsar 135 • Study the impact of this launch on brand image amongst existing Pulsar owners • Quantitative: Survey -- 20 Respondents • Qualitative: Any 3 projective techniques • Deadline: Sunday, 12th December, 2010 @ 2:00 PM

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