BRAND HEALTH TRACKING IN 100+ MARKETS

Transcription

1 BRAND HEALTH TRACKING BRAND HEALTH TRACKING IN in 100+ MARKETS 100+ MARKETS

2 Why do we need Brand Health Tracking? 2

3 What is in it for you? Company: One research agency Cooperation one research agency & one software platform supplier Embedding 3

4 Why take a Global Approach? Global consistency Multi country comparison possibilities One single supplier which meets Heineken standards Simple and easy to understand Incorporated within the planning cycle (Brand Plans) and appraisal system Delivers value for money 4

5 Why take a Global Approach? ONE version of the truth 5

6 Evaluation Equity Methods: Common Brand equity drivers already present within Heineken approach Is Tracking Framework up to date? Suppliers Marketing Literature Driver Perceived quality Differentiation Statistical Modelling to evaluate equity drivers Evaluation feedback Heineken Markets and Stakeholders Relevance Innovativeness Price-Quality relation Trust Status Personality fit 6

7 Brand Health Tracking fits Corporate Strategies 1 WIN IN PREMIUM, LED BY HEINEKEN Heineken / Premium, Covered everywhere SHAPE THE CIDER CATEGORY LEAD BY COOL MARKETING & INNOVATION BE COMMERCIALLY ASSERTIVE DRIVE END2END PRODUCTIVITY Cider category measured Best marketeers One Gobal Supplier, One Global tool Understanding consumers and our brands 6 BREW A BETTER WORLD KPI s for management 7

8 Markets live Apr/13 May/13 Jun/13 Jul/13 Aug/13 Sep/13 Oct/13 Nov/13 Dec/13 Jan/14 8

9 Focus points Quality Consistency Analytics Data visualisation 9

10 Quality Design: Clear and agreed requirements Allow for proper global set-up Users see dashboards they realy need to see Relevant information Proper performance Data quality checks Automate loads processes Triple check system

11 Consistency Project protocols Closed circuit DP TNS operations protocols Regional operations coordination Global monitoring deliverables Enforcing a global questionnaire with global brands Align stakeholders Meaningful standardization Linking brand / codes Uniform standards 11

12 Strong global infrastructure Heineken International Global HUB Amsterdam 5 REGIONAL OPERATIONAL HUBS Europe Africa & Middle East Asia Pacific North America South & Central America Local TNS Client Service Teams Local Heineken CMI managers 12

13 Embedded Analytics The basics Intuitive pivoting Intuitive selections Easy custom rule-based selector Default analytics e.g. include Counts and percentages Avg, Std Dev, Std Err Multiple weights Significance testing Proper time series Benchmarking Automated Exception analysis for multiple variables (MT BrandReporter) Variable model to be tuned by the customer Mutli models available (category, brand, etc) 13

14 Data visualisation It s not about the data, but about the story behind it 100% flexibility to build and design your own reports and dashboards User interactive charts and tables, without the need for a plug-in Many formatting options (rulebased, conditional), for e.g. sig testing Color coded table cells Adaptive charts Consistent brand colors 14

15 Result Up-to-date 100 country system 75+ key dashboards brands comparable around the globe 800+ users 15

16 Onequity Platform MarketingTracker Reporting & Analysis ONEquity 100 countries 16

17 Onequity Platform MarketingTracker Reporting & Analysis ONEquity 100 countries 17

18 Key success factors C-Level Endorsement Communication Global On-Site trainings One way of data-analysis Feedback Research Agency with a strong infrastructure Monitoring progress / issues 18

19 Business Benefits Delivered Global Brands Example: Sharper positioning Priorization marketing activities Refocusing communication messages Clear trial and regular usage goals Several millions euros spent dedicated and focused 19

20 BASICS IN PLACE IS A CONDITION TO BECOME A STRATEGIC FORESIGHT ORGANIZATION MARKET RESEARCH AS "ORDER TAKERS" MARKET RESEARCH AS STRATEGIC FORESIGHT ORGANIZATION 4 INSIGHTS AS A COMPETITIVE ADVANTAGE 1 TRADITIONAL MARKET RESEARCH Little access to senior execs Mix skewed toward tactical Little involvement outside marketing Focused on hindsight 2 BUSINESS CONTRIBUTORS Stronger consumer focus mandate by senior execs Mix has strategic focus Influence encouraged to extend outside marketing Focused on individual insights 3 STRATEGIC INSIGHTS ORGANIZATION Senior execs consumer-focused Influence extending outside marketing Growing knowledge base Focused on synthesized insights across sources Strategic research priority Involved across functions Able to build knowledge base to become a learning organization Focused on foresight/ prediction across sources 90% of benchmarked companies are clustered in buckets one and two Source: BCG benchmarking study; Press searches; Company web sites; Analyst reports 20