Your Guide to Tracking Brand Performance

Transcription

1 Table of Contents Your Guide to Tracking Brand Performance 6-month update: A case study on L Oréal and the shampoo market 1

2 Summary of Oréal brand findings findings What you ll learn in this guide We ll show you a real-world example of how our brand tracking framework is used to capture key industry metrics indicating overall brand health and performance. Plus, see how you can apply what we found to your own brand. Hair care industry The name sticks L Oréal holds very high aided awareness but ranks lower than both Pantene and TRESemmé. Tough competition Pantene sticks out as L Oréal s key competitor to watch for in the market. Where does L Oréal stand? L Oréal scores high marks in terms of variety and scent but does not outperform any other brands on our list of attributes while TRESemmé is a clear winner on size and price. A brand is more than just one product Women s experiences in buying other products created by the same brand name influence their purchase decisions for other categories. Quality is #1 Women care about their hair, so it s no surprise that quality is ranked #1 in terms of what is the most important attribute in a shampoo product. Created by and for the use of SurveyMonkey Audience for marketing purposes. This study was not commissioned or endorsed by L Oréal or any other companies measured in the study. 2

3 Table of contents 4. Methodology 9. Key findings 5. Business-critical metrics 10. Awareness, familiarity, consideration, choice 7. Brand conversion 17. Product usage analysis 8. Attitudinal statement analysis 18. Feature performance 3

4 Methodology WHAT SurveyMonkey Audience fielded a Brand Pulse Study to better understand consumer buying behaviors for the L Oréal brand and other key players within the shampoo market. WHEN The survey was fielded on the SurveyMonkey panel from 07/10/15 to 07/12/15; Wave 1 fielded from 01/05/15 to 01/06/15 HOW A total sample of 1,075 women, ages 18 and older were surveyed for the purpose of this study. 4 4

5 BUSINESS- CRITICAL METRICS 5

6 Three benefits to tracking your brand over time ONE Know what sticks You want to understand whether or not potential customers like you. But it s also important to understand how they feel about various aspects of your brand, like whether they see you as unique or valuable. That way, you can position your messaging so it addresses any perceived shortcomings. TWO Reposition when necessary And even if your brand, product, or company is resonating with consumers right now, you want to keep an eye on the competitive landscape and adjust to changing consumer expectations all while moving at the speed of business today. THREE Build reputation and trust By focusing your efforts on the metrics that matter most to customers, your brand will resonate more and build reputation and trust. Align with consumer tastes to make sure you stay number one. 6

7 L Oréal s path to revenue leads to converting customers These are the top areas that you need to have insight into: L Oréal Category can include: 26% Conversion Rate (0) Conversion Difference vs Wave 1 71% Conversion Rate (+17) L Oreal s conversion rate from familiarity to consideration improved 17 percentage points in 6 months but decreased 9 percentage points from consideration to choice, the more important of the 4 key metrics. 53% Conversion Rate (-9) Awareness Familiarity Consideration Choice 91% 24% 17% 9% Brand Image Past Purchase Value Perception Loyalty Programs Quality of Product Brand Image Word of Mouth Past Purchase Price/Promotion Strategy & Messaging Past Purchase Time in Business Category Relevance Online/Offline Media Strategy & Messaging Distribution Past Purchase Time in Business Traditional Media Category Relevance 7

8 What people are saying about L Oréal L Oréal is a shampoo that 35% 36% 33% 34% 34% 33% 23% 23% 16% 16% Does what it says it will do Is an example of a high quality product Provides me value for my money I am proud to tell others about Offers something other shampoos do not Wave 1 Top 2 Box Wave 2 Top 2 Box 8

9 KEY FINDINGS 9

10 When you think of shampoo, what companies come to mind? Here we checked the unaided awareness for shampoos (or the frequency of times women recalled their shampoo brand) to understand what brands are top of mind. Head & Shoulders Pantene Dove L Oréal Aussie TRESemmé Paul Mitchell Herbal Essence Suave We then identified the most popular brands from the list of competitors. Pantene L Oréal TRESemmé Dove 10 10

11 Pantene is still 91% 91% 96% 94% 90% 88% 98% 98% top of mind When you know how visible (or invisible) you are to consumers, you ll understand how strong your brand is in your target market, and whether or not you need to tailor your marketing efforts to building awareness. 77% 77% 87% 84% 75% 73% 62% 59% As expected, no big changes in awareness levels for these big brands in the past six months. 14% 14% 9% 10% 15% 15% 36% 39% Wave 1 Wave 2 Wave 1 Wave 2 Wave 1 Wave 2 Wave 1 Wave 2 L Oréal TRESemmé Dove Pantene Unaided Awareness Aided Awaremess 11 11

12 Pantene may be familiar; TRESemmé shows slight upward trend When you know which brands are most familiar to consumers, you get a better overall understanding of market awareness. +1% +2% 24% 24% 36% 38% 24% 24% 56% 57% L Oréal TRESemmé Dove Pantene Wave 1 Wave

13 Women likely L Oréal +4% Dove to reach for 13% 13% Pantene and L Oréal more 17% 13% than before TRESemmé +1% Pantene +3% For your next purchase, how likely are you to consider using the following shampoo brands in the next 3 months? Top 2 Box includes Extremely and Quite Likely to consider using. 20% 29% 21% 32% Wave 1 Wave

14 L Oréal still scores higher with everyday hair washers Segmenting the data by looking at different groups allows you to see differences in responses and compare results more easily. 35% 31% 33% 24% 22% 25% 19% 18% 15% 15% 12% 14% 6% 7% 7% Difference vs Wave % Everyday Several times a week A few times a month Less than once per year Top 2 box consideration scores (Extremely + Quite) are cross-tabbed by user type (frequency of use) L Oréal TRESemmé Dove Pantene 14 14

15 Pantene is still the top choice and L Oréal 49% L Oréal (+1%) TRESemmé (0%) gains popularity 9% Dove (-1%) Pantene (+2%) For your next purchase, which brand would you be most likely to choose? 22% 13% Other (-2%) (Difference vs Wave 1) *Among all brands in the study. 7% 15 15

16 Why women prefer each brand Actual verbatim responses. 22% There are many options for many kinds of hair issues. For example, dry hair, oily hair, limp hair frizzy hair etc. I like to pick one that addresses the issue I have with my hair. Pantene 13% TRESemmé has salon results without salon prices. I started using it about 9 months ago and it made a huge difference. My hair has never been so soft. TRESemmé 7% I like the way it makes my hair feel, very soft. Also, it does not have the drying out effect of Pantene. Dove 9% It has taken the best care of my hair and it never felt healthier than when I used loreal. Unfortunately, it s a little more expensive than what I can afford... L Oréal 16 16

17 Pantene has stood the % Used in Past 3 Months % Used Ever Usage Index Usage Index over Average test of time; TRESemmé is inching closer L Oréal TRESemmé 14% 44% (+3) 22% 63% (+4) Brands purchased in last six months vs. ever allows for a general understanding in lapsed users. Usage index is indexing frequency of use (3 months usage/used ever) for each brand against the average of all brands. Overindex 115 Underindex 85 Dove 12% 43% (+2) Pantene 34% 85% (+2) Average 14% 40% 35 Usage rates are indexed against the average. (Difference vs Wave 1) *Usage rate = (% Used in past 3 months) (% Used Ever) 17 17

18 STACKING UP THE COMPETITION 18 18

19 Attribute importance vs. performance t s one thing for consumers to be aware of your brand but knowing what they think about your brand category (or which brand attributes or characteristics they associate with it) is just as important. One key indicator of your brand s success is how well your perceived performance matches what consumers value most

20 Attribute importance vs. performance: Combined When we look at the most important attribute, Quality, we see that Dove is winning on performance but the other brands aren t too far behind. How people rate a brand s performace in each category 63% 50% 51% 53% 52% 54% 51% 51% 46% 46% 54% 51% 53% 52% 53% 55% 48% 47% 46% 45% 50% 41% 44% 58% 36% 35% 34% 35% How important each attribute is to people Quality Price Scent Features Size/Amount Ingredients Variety 90% 74% 64% 62% 62% 61% 58% L Oréal TRESemmé Dove Pantene 20 20

21 Attribute importance vs. performance: Combined Being able to see the changes from the first study, we see that L Oreal is gaining performance on quality and size. We also see that quality is not as important as it used to be but size/amount is more important than before. Attribute Importance Performance of L Oréal Performance of Dove Performance of Pantene Performance of TRESemmé Ingredients Price Size/Amount Scent Variety Quality Range of features

22 WANT TO TRACK YOUR OWN BRAND? The way most brand research is conducted doesn t work for businesses that want results fast; most brand studies provide piles of data and take tons of time. Get crucial data, faster The SurveyMonkey approach gets you business-critical metrics that can help you spend more time making important business decisions for your brand, instead of having to distill mounds of data on your own. Diagnose your brand by contacting Audience@surveymonkey.com Contact us to get started 2015 SurveyMonkey. SurveyMonkey, the SurveyMonkey logo, SurveyMonkey Audience and the SurveyMonkey Audience logo are trademarks of SurveyMonkey Inc. and its affiliates. Other company and product names may be trademarks of their respective owners. 22