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Nps Romania Benchmark Study

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Nps Romania Benchmark Study

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  1. FUTURELAB FUTURELAB Net Promoter Score® Romania – Benchmark studies July, 2009

  2. FUTURELAB % of people who trust companies less in 2009 than in 2008 Source: Edelman Trust Barometer, 2009 Nearly 70% of consumers surveyed thought that pharmaceutical information from peers was credible and believable, even if the peers were not experts. When it comes to company information, a “peer” is as credible as an industry analyst and only preceeded by an “expert” Word-of-Mouth is the #1 influence on business- to-business buying decisions Source: Edelman Trust Barometer, 2009 Source: Keller Fay, 2006 Source: Keller Fay, July 2008 The Power of Recommendation

  3. FUTURELAB How can we measure the value of recommendation?

  4. FUTURELAB What is the Net Promoter Score (NPS)? The Net Promoter®score allows you to categorize customers into three groups based on their willingness to recommend your company or product to a friend or colleague: •Promoters (score 9–10) are loyal enthusiasts who will keep buying and refer others, fueling growth. •Passives (score 7–8) are satisfied but unenthusiastic customers who are vulnerable to competitive offerings. •Detractors (score 0–6) are unhappy customers who can damage your brand and impede growth through negative word-of- mouth. Calculating Your Net Promoter Score One question provides the best predictor of customer loyalty for the vast majority of businesses: How likely is it that you would recommend (Company/Product X) to a friend or colleague? Using a 0 to 10 scale, you can calculate your Net Promoter Score (NPS) by taking the percentage of Promoters, and subtracting the percentage of Detractors. NPS is a straightforward metric that holds companies and employees accountable for how they treat customers. When combined with appropriate diagnostics and follow-up actions, it drives improvements in customer loyalty and enables profitable growth. The Power of Recommendation

  5. FUTURELAB Promoters make you more money -They spend more -They negotiate less -They stay longer -They are easier to service -They upgrade quicker -... Slide: Bain & Company, official NPS(tm) presentation Fred Reichheld. Net Promoter Score ™ is a registered trademark of Bain & Company, Satmetrix and Fred Reichheld The Power of Recommendation

  6. FUTURELAB What is ? Monitored Markets Most Appropriate When The Idea • Plain Yogurt • Fruit Yogurt • Margarine • Chocolate bars or chocolate wafers • Chocolate (tablets) • Coffee (R&G) • Processed meat • Cooking oil • Still water • Sparkling water ( carbonated water) • Nectar and Natural Juice 100% • Still drinks • Tooth Paste • Shower Gel • Shampoo • Dishwashing • Detergent • Gas station • Banks • Analgesics A simple but robust solution for communication efficiency evaluation Fast answer, diagnostic design Allows the pre & post evaluation approach after the campaign has been started Client can buy as much waves as needed • • • Time pressure/quick results Rapid evaluation of a certain situation/movement in the market • • • • • Past evolution assessment Needed benchmarks (not available yet) Low budgets/smaller brands • Syndicated tool – great value for money • Output Methodology • • • Category Incidence Consumer Profile KPI’s: Awareness (TOM, Spontaneous), Trial, Usage, Preference, Heard of, Intention to Buy Conversion Rates Targeting Evaluation • • • Telephone interviews, random sample Monthly collection 1,000 contacts for each market, only category users selected Urban, 14-65 (except alcohol, insurance and banking which is 18-65) • • • 6

  7. FUTURELAB FUTURELAB Net Promoter Score Benchmarking Industry: Consumer Products Country: Romania Net Promoter Score Conducted by: The Net Promoter (tm) Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company

  8. FUTURELAB Gas Station: Recommendation of the Used Brand % NPS* Lukoil N = 200 -0.5 35.0 29.5 35.5 Mol 24.7 48.9 26.9 24.2 N = 182 OMV 34.7 52.9 29.0 18.1 N = 259 Petrom N = 545 43.1 57.1 29.0 13.9 Rompetrol N = 246 34.5 51.6 30.9 17.5 Market Average 34.1 48.4 28.9 22.7 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 8

  9. FUTURELAB Plain Yoghurt: Recommendation of the Used Brand NPS* % 63.2 Activia N = 133 66.2 30.8 3.0 39.3 Danone Natural Nutriday 53.0 33.4 13.6 N = 572 Milli 18.1 44.1 29.9 26.0 N = 127 Napolact N = 172 34.9 51.2 32.6 16.3 Tnuva N = 120 30.0 50.0 30.0 20.0 Market Average 25.4 49.0 30.9 21.4 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 9

  10. FUTURELAB Fruit Yoghurt: Recommendation of the Used Brand NPS* % Activia N = 119 56.3 67.2 21.8 10.9 Danone (unspecified) 41.1 53.4 34.4 12.3 N = 326 Market Average 41.1 55.0 31.1 13.9 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 10

  11. FUTURELAB Margarine: Recommendation of the Used Brand % NPS* Delma N = 502 35.9 51.0 33.9 15.1 Linco 20.8 40.9 39.0 20.1 N = 159 Rama N = 318 50.6 65.1 20.4 14.5 Wiesana N = 155 18.1 38.7 40.6 20.6 Market Average (mean of NPS of the brands measured) 28.2 48.1 32.0 19.9 Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 11

  12. FUTURELAB Still Water: Recommendation of the Used Brand % NPS* Borsec N = 601 54.2 67.1 20.1 12.8 Bucovina N = 158 47.5 62.7 22.2 15.2 Izvorul Alb(Dorna) 48.3 59.3 29.7 11.0 N = 563 Izvorul Minunilor N = 338 30.2 49.4 31.4 19.2 Perla Harghitei N = 113 43.4 61.1 21.2 17.7 Roua / Roua Muntilor 27.0 49.0 29.0 22.0 N = 100 Market Average 30.2 49.2 31.9 18.9 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 12

  13. FUTURELAB Sparkling Water: Recommendation of the Used Brand % NPS* Borsec N = 642 58.4 67.9 22.6 9.5 Dorna N = 324 42.3 52.8 36.7 10.5 Izvorul Minunilor N = 354 31.6 51.7 28.2 20.1 Perla Harghitei N = 181 25.4 45.9 33.7 20.4 Poiana Negri N = 140 29.3 45.7 37.9 16.4 Tusnad N = 119 26.1 42.9 40.3 16.8 Market Average (mean of NPS of the brands measured) 29.9 47.7 34.4 17.8 Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 13

  14. FUTURELAB Nectar and Natural Juice 100%: Recommendation of the Used Brand % NPS* Cappy (nespecificat) 45.3 57.8 29.6 12.6 N = 223 Prigat Nectar N = 422 50.2 61.6 27.0 11.4 Santal N = 202 55.0 65.8 23.3 10.9 Tymbark N = 101 33.7 52.5 28.7 18.8 Market Average (mean of NPS of the brands measured) 46.6 59.2 28.2 12.6 Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 14

  15. FUTURELAB Still Drink: Recommendation of the Used Brand % NPS* 35.2 53.6 27.9 18.4 Cappy (unspecified) N = 179 32.4 Giusto Natura N = 105 51.4 29.5 19.0 Prigat (unspecified) 46.3 59.9 26.4 13.7 N = 227 Market Average 37.9 (mean of NPS of the brands 53.7 30.4 15.8 measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 15

  16. FUTURELAB Cough and cold meds: Recommendation of the Used Brand % NPS* Nurofen Raceala&Gripa 62.9 N = 175 70.9 21.1 8.0 Paracetamol N = 229 53.3 65.1 23.1 11.8 Market Average (mean of NPS of the brands 49.5 60.7 28.1 11.2 measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 16

  17. FUTURELAB Analgesics: Recommendation of the Used Brand % NPS* 3.4 Algocalmin N = 444 36.3 30.9 32.9 -10.1 Antinevralgic P N = 99 27.3 35.4 37.4 46.8 Nurofen N = 293 60.8 25.3 14.0 Paracetamol N = 131 6.1 38.2 29.8 32.1 Market Average 21.3 43.9 33.5 22.6 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 17

  18. FUTURELAB Banks: Recommendation of the Used Brand % NPS* BCR - Banca Comerciala Romana 27.3 47.4 32.5 20.1 N = 462 BRD - Banca Romana de Dezvoltare 17.3 40.2 36.8 22.9 N = 475 32.7 Banca Transilvania 49.1 34.5 16.4 N = 226 -9.4 Bancpost N = 159 28.9 32.7 38.4 44.1 55.3 33.5 11.2 ING Bank N = 161 29.8 48.5 32.7 18.8 Raiffeisen Bank N = 309 19.0 41.4 36.2 22.4 Market Average (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 18

  19. FUTURELAB Dishwashing detergent: Recommendation of the Used Brand % NPS* Axion N = 640 55.5 64.7 26.1 9.2 Fairy 74.5 78.2 18.2 3.7 N = 595 Pur 70.9 22.4 6.7 64.1 N = 834 Market Average 70.0 20.3 9.7 60.2 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 19

  20. FUTURELAB Shampoo: Recommendation of the Used Brand % NPS* Avon; N = 113 63.7 25.7 10.6 53.1 Clear; N = 192 72.4 20.8 6.8 65.6 Dove; N = 161 77.0 17.4 5.6 71.4 Elseve; N = 126 75.4 79.4 16.7 4.0 Garnier Fructis; N = 182 58.8 63.2 32.4 4.4 Head & Shoulders; N = 729 62.1 69.3 23.6 7.1 Nivea; N = 284 63.7 67.6 28.5 3.9 Palmolive; N = 121 38.8 51.2 36.4 12.4 Pantene; N = 229 57.6 65.5 26.6 7.9 Schauma; N = 126 33.3 49.2 34.9 15.9 Wash&Go; N = 362 47.5 57.5 32.6 9.9 Market Average 59.5 67.4 24.7 7.9 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 20

  21. FUTURELAB Shower Gel: Recommendation of the Used Brand % NPS* Avon 52.6 61.2 30.2 8.6 N = 384 Adidas N = 143 55.2 65.0 25.2 9.8 Dove 78.1 81.4 15.4 3.3 N = 397 Fa 32.9 46.7 39.5 13.8 N = 152 Nivea N = 473 65.1 70.6 23.9 5.5 Palmolive N = 319 47.6 55.5 36.7 7.8 Market Average 50.7 60.4 29.9 9.7 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 21

  22. FUTURELAB Tooth Paste: Recommendation of the Used Brand % NPS* 50.8 Aquafresh N = 181 60.2 30.4 9.4 Blend A Med N = 640 61.3 67.5 26.3 6.3 Colgate N = 1560 68.3 74.7 19.0 6.3 Sensodyne N = 218 67.9 74.3 19.3 6.4 Market Average (mean of NPS of the brands 57.4 67.5 22.4 10.1 measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 22

  23. FUTURELAB Cooking oil: Recommendation of the Used Brand % NPS* Argus N = 178 38.8 53.4 32.0 14.6 Bunica N = 707 59.1 67.9 23.3 8.8 Floriol N = 481 47.0 60.7 25.6 13.7 9.7 Raza Soarelui N = 185 35.1 39.5 25.4 44.6 Unisol N = 388 57.7 29.1 13.1 31.3 Ulvex N = 182 50.0 31.3 18.7 Market Average 29.2 47.2 34.8 18 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 23

  24. FUTURELAB Processed Meat : Recommendation of the Used Brand % NPS* 12.9 Aldis 34.2 44.6 21.3 N = 202 28.9 Campofrio N = 308 45.5 38.0 16.6 26.4 Caroli N = 174 42.5 41.4 16.1 43.0 Cris Tim N = 395 54.7 33.7 11.6 Matache Macelarul 45.3 60.9 23.6 15.5 N = 161 Market Average 33.3 (mean of NPS of the brands 47.0 39.4 13.7 measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 24

  25. FUTURELAB Chocolate (Tablets): Recommendation of the Used Brand % NPS* Africana N = 217 -8.8 27.6 35.9 36.4 Heidi 47.2 59.2 28.8 12.0 N = 125 Kandia N = 160 41.9 55.6 30.6 13.8 -12.5 Laura N = 136 24.3 39.0 36.8 Milka 76.2 18.0 5.8 70.4 N = 479 Poiana N = 534 39.9 54.3 31.3 14.4 33.0 Primola N = 215 50.7 31.6 17.7 28.1 Market Average 50.8 30.0 20.9 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 25

  26. FUTURELAB Chocolate Bars and wafers : Recommendation of the Used Brand % NPS* 66.1 Joe 71.9 22.2 5.8 N = 171 60.2 Lion 66.9 26.3 6.8 N = 133 Mars 57.5 66.4 24.6 9.0 N = 134 Snickers N = 217 68.2 75.6 17.1 7.4 Twix 56.4 64.9 26.6 8.5 N = 94 Market Average 55.0 64.3 26.4 9.3 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 26

  27. FUTURELAB Coffee R&G: Recommendation of the Used Brand % NPS* 50.7 Amaroy N = 205 61.0 28.8 10.2 35.0 Elite unspecified N = 177 52.0 31.1 16.9 34.7 Doncafe unspecified 52.1 30.6 17.4 N = 121 60.7 Jacobs (unspecified) 69.4 21.9 8.7 N = 644 60.3 Jacobs Kronung (Green) 69.5 21.2 9.3 N = 151 56.9 Lavazza N = 181 65.2 26.5 8.3 40.1 Market Average 56.1 27.8 16.1 (mean of NPS of the brands measured) Promoters Passive Detractors *Net Promoter Score = Promoters (10+9) – Detractors(6+…+0) Q. Would you recommend ...[SHOW EACH BRAND USED IN THE PAST 12 MONTHS] to a colleague or a friend ? Please use a 0 to 10 scale, where 0 means “I wouldn’t recommend” and 10 means “I would recommend for sure” 27

  28. FUTURELAB Key objectives for the NPS Simple measurement, benchmarking and prediction Deeper understanding and identification of focal points A way to balance short and long term

  29. FUTURELAB Want to know more about your NPS score? Call us to find out more about the Net Promoter Score, your results in the Romanian Benchmark Study and ways in which you can turn this data into sustainable business growth. Contact Ramona Pătrășcanu, Futurelab Associate Bucharest at: • rpa@futurelab.net • 0751229217 FUTURELAB We assist THE ARCHITECTS  Marketers to maximise the return on their marketing investment.  Innovators to come up with meaningful propositions.  CEO’s to grow profits through customer-centricity. Some Credentials Astra Zeneca Deloitte Fortis Investments Heineken Hewlett Packard Lego Management Centre Europe Mobistar Athens Brussels Bucharest Hamburg Iasi Kiev Moscow Shanghai

  30. FUTURELAB FUTURELAB OUR CREDENTIALS Selected brands we recently served Futurelab Blogs Online Publications A Dedication to Excellence Close to 100,000 readers International “standard” works High profile readership One – rapidly expanding - international team Blending experience, talent and research Dedicated to bold pragmatism in all we do • • • • • • +75,000 high-profile readers Top 50 in AdAge Power 150 ca. 10,000 daily feed readers • • •

  31. FUTURELAB Daedalus Group Companies and their core competencies • Daedalus Group is a one-stop-shop for information and business knowledge services. The group has been set up in order to provide two major advantages to its clients: • High degree of specialisation and high professional standards are ensured through the existence of separate group entities • Clients benefit from significant savings obtained through integrating complementary services • Business Consultancy Marketing Research • Vertical integration of research, business intelligence and consulting is the group’s competitive advantage when it comes to complex projects. On one side, the companies within the group have predefined interfaces between them, assuring thus time saving, better communication and higher integration of the project objectives. On the other hand, coordination of the activities is provided internally, eliminating wasting of resources and additional costs Data Collection • Each company within the group is considered a preferred partner in terms of priority of the job and in terms of price – therefore the Group as an entity is more flexible and less expensive as compared to any subcontracting alternative.

  32. FUTURELAB Daedalus is one of the most dynamic marketing research companies in Romania Daedalus expands regionally; 15% of total revenue are from regional projects. Consolidated revenue reaches almost EUR 2.5m Daedalus becomes a member of Millward Brown international network, adding state-of- the-art products to the offer. Marketing strategy and consulting services become part of Daedalus offer. The company has more than 30 full- time employees Company just founded. The turnover is little over $20,000 2008 2007 2006 2005 Daedalus becomes Daedalus Millward Brown. Consolidated revenue exceeds EUR 3m. 2003 2001 1999 1996 Fieldwork and Intelligence divisions spin-off. Daedalus becomes a Group of companies offering data gathering, marketing research, business intelligence and marketing consulting. Consolidated revenue exceeds EUR 2m Revenue exceeds Eur 1m. We start our first multi-country project Company splits in two divisions - qualitative and quantitative; development of 6 regional offices for fieldwork coordination

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