ABOUT US 2 TODAY BEGINNING KNOWLEDGE EMPLOYEES Mediana offers its client a full consultancy services: quality marketing information based on data, provision of innovative research expertise and expert consulting with knowledge and heart. Mediana was established in 1992. With its long standing experience in marketing and media research and public opinion, offers its client a full range of services, from recognition of the problem to consulting. Mediana is specialized in all kinds of market research, with knowledge that makes data significant in planning and implementing clients marketing and business strategies. Mediana has the knowledge, experience and motivation to perform quality services. Mediana s employees are highly qualified and specialized in the marketing and business research.
ADVANTAGES FOR THE CLIENT 3 CLIENT ORIENTED Deep understanding of the Client s business Individual approach to each Client with the usage of unique techniques Targeting on solving of the Client s business issues PROFESIONALISM Result quality is confirmed by number of references Transparency of the business process Work team is formed individually for each Client Information confidentiality QUALITY OF THE SERVICE International standards + local experience Quality control on every stage Analytic resources We work with heart and commitment in implementing our knowledge into practice
WHY WORK WITH US? 4 MEDIANA TGI MEDIANA IBO AD HOC MARKETING & COMPETITIVE INTELLIGENCE Clients can analyse the existing and potential buyers, learn about the competitors and precisely define efficient marketing strategy Exact record of gross advertising expenditure in Slovenia Overview of media plans realization Evaluation of sponsorship in media Answers all other clients questions that could not be answered with on-going projects Making sense in transferring market research results into every day business We work with heart and commitment in implementing our knowledge into practice
PRESENCE 5 Slovenia since 1992 (Mediana) Croatia since 1995 (Mediana Fides) Serbia since 2007 (Mediana Adria) Albania since 2007 (Mediana Sh.p.k.) Macedonia since 2011 (Mediana marketing solutions) with partners we realize research studies in 69 markets all over the world
RESEARCH PARTNERS 6 Mediana is a member of partnership network which is conducting its research activities within 69 countries worldwide, which allows us to realize international strategic projects.
KNOWLEDGE, MEMBERSHIP 7 ESOMAR European Society for Opinion and Marketing Research EMRO European Media Research Organization DMS Marketing Association of Slovenia SOZ Slovenian advertising chamber PKS-GMA Serbian chamber of commerce HGK Croatian Economy Chamber council of market research
OUR CONCEPT 8 1. Precise definition of questions and client s expectations Understand the root cause of the client needs what are the client s requests, goals, aims in order to sort out and find simple elegant solutions. In relationship with clients, we are researchers, but also partners and consultants 2. Scheme of research project Draft of all stages of research project, which lead to desirable answers 3. Definition of particular activities of the project and their presentation The way we will perform our research - source of information, types of research, used methodology. 4. Adjustment and confirmation of proposals The client accepts the proposals or makes us aware of additional facts, which have to be taken into consideration). 5. Implementation of one or more research projects 6. Analysis and interpretation of research findings 7. Presentation to the client We present the research findings as a whole, independently of diverse source of information, or types of research. 8. Consultancy Based on research findings, we prepare proposals for further activities together with client.
TYPE OF RESEARCH PROJECTS 9 AD HOC Research projects according to specific clients needs and demands from the following areas: CONTINUOUS PROJECTS Market volume / potential Brand management Consumers Advertising / sponsorship Public opinion Media / communication channels Business public B2B Mediana TGI Target group index Mediana IBO Monitoring of advertising expenditures (ADEX) Mediana RM daily radio listening measurement CONSULTING Marketing intelligence Competitive intelligence
FIELDS OF RESEARCH I. 10 MARKET BRAND MANAGEMENT Market (defining volume and potential) Analytical market reviews Evaluating market positions (competition) Planning of marketing strategies Planning of instruments for implementation of marketing tasks Brand awareness Brand perception Brand positioning in relation to the competitive brands BPM (Brand Position Modelling) Usage and attitudes Brand associations Names development Mystery shopping Product development using conjoint analysis Testing of products/packages and concept Price elasticity CONSUMERS PUBLIC OPINION Brand awareness Brand and company image Customer satisfaction and loyalty CSI index Market segmentation and consumers profiles Buying intentions Public opinion surveys Exit polls
FIELDS OF RESEARCH II. 11 B2B PHARMA RESEARCH Market potential Satisfaction studies Company reputation; reputation modelling Organizational research Allergy and immunology Oncology Cardiology Ophthalmology Emergency Medicine Endocrinology Pediatrics General medicine Gastroenterology Internal medicine Neurology Surgery Urology Gynecology MEDIA RESEARCH ADVERTISING / SPONSORSHIP Readership of print media TV viewing Cinema visits Radio listening Internet usage Outdoor recall Direct mail recall Advertisement testing Name testing New product testing New contents testing Image testing Ad recall Ad recall per brand categories and per media Advertising efficiency Advertisement testing Evaluation of advertising activities Testing of concepts Sponsorship efficiency and evaluation (SSI index)
RESEARCH METHODOLOGIES QUANTITATIVE METHODOLOGIES QUALITATIVE Telephone interviewing CATI Personal interviewing PAPI / CAPI Web based research CAWI / CASI Mobile assisted self interviewing MASI / MAI Self-completion Focus groups Mini focus groups Focus group discussions In-depth interviews Paired depth interviews Ethnographic studies Desk research Mystery shopping Store check Multimode research research that combines phone, mail, internet and inperson interview techniques in order to reach the right respondents in the right way Reaching highly targeted and narrow audiences opinion leaders, B2B decision-makers and specialized consumer populations
OUR AD HOC TOOLS CSI Index (Customer satisfaction and loyalty) Mediana ADVERT (Advertising effectiveness) Mediana BP (Brand tracking, brand power) Mediana Brand Insight (Brand perception, brand image) Mediana CLT (Central Location Test) Mediana IN-DEPTH Mediana SEGMENT (Market segmentation) Mediana TEST (Advertising / concept testing) SSI Index (Sponsorship efficiency and evaluation) TouchPoints Mediana WEB panel web panel of general population
TOUCHPOINTS Advanced approach to measurement of complete channel communication 14 Newspapers Magazines Pharmacy Package Gas station Usage Dialog TV Radio Direct mailing Cinema Internet Magazines supplements Magazine s gifts Catalogue Bar City light Article Hospital Usage Sponsorship Cashier Poster SMS Ticket Shopping bags Shop
TOUCHPOINTS Research process 15 Data analysis (ROI) SMS TRACKING Monitoring of customers in real time Post questionnaire PANEL MANAGEMENT Adopted to client s needs Data processing in real time Pre questionnaire Panel manager Client support in real time Recruitment
BENEFITS OF A TOUCHPOINT RESEARCH TouchPoint Research gives us guidelines for successful communication strategy and is applicable for: Optimizing selection of media communication channels strategic planning Harmonizing brand communication strategy getting real time feedback on communication campaign Comparing influence of various media channels tactics Evaluating impact of a single touchpoint Gathering multi-media insights of a communication campaign Discovering communication opportunities Encouraging new communication channels to grow up In depth understanding of the ROI per communication channel
MEDIANA IN-DEPTH Ethnographic research 17 WHAT IS ETHNOGRAPHIC RESEARCH Ethnographic research is one of the most in-depth research methods possible RESEARCH PROCESS The researcher is at a research site for a longer time and sees what people are doing as well as what they say they are doing an ethnographer obtains a deep understanding of the people, the organization, and the broader context within which they work WHY USE ETHNOGRAPHY? Ethnographic research is well suited to providing information with rich insights into the human, social, and organizational aspects of information systems
CONTINUOUS PROJECTS
MEDIANA TGI TARGET GROUP INDEX 19 Target Group Index is one of the rare multifunctional products which is servicing the main needs of the company in the respect of consumer research, media, market and competition. TGI can help you to find the answers of marketing questions quickly and flexibly. It is a strategic, a planning and a tactical tool at the same time. Products and services Media Demographics Lifestyle
MEDIANA TGI Characteristics SLOVENIA CROATIA SERBIA 20 MACEDONIA 5.000 respondents per annum, 15-75 5.000 respondents per annum, 15-75 5.500 respondents per annum, 15-69 2.000 respondents per annum, 15-64 Output in July/August and January/February Products: 17 sectors, 250 + categories, 5000+ brands Media: TV, Radio, internet, cinema, outdoor, direct mail, WOM Lifestyle: 17 categories, 250 statements Output in June and January Products: 17 sectors, 270 + categories, 5000+ brands Media: TV, Radio, internet, cinema, outdoor, direct mail, WOM Lifestyle: 17 categories, 250 statements Output in July/August and January/February Products: 17 sectors, 280 + categories, 3000+ brands Media: TV, Radio, internet, cinema, outdoor, direct mail, WOM Lifestyle: 16 categories, 250 statements Output in July/August and January/February Products: 17 sectors, 250 + categories, 3000+ brands Media: TV, Radio, internet, cinema, outdoor, direct mail, WOM Lifestyle: 16 categories, 250 statements
MEDIANA IBO Gross advertising expenditure 21 PROJECT CONTENT ABOUT METODOLOGY Continuous monitoring since 1994 Gross advertising expenditure on the Slovenian advertising market Observing and evaluation of clients media plans Gross advertising expenditure per brands Gross advertising expenditures per advertisers Gross advertising turnover per media Gross advertising expenditure per media types and units Archive of advertisements in Slovenia Analysis for selected combination in compatible software Evidence of all published advertisements in: Dailies Dailies supplements Newspapers Magazines TV stations Outdoor media Cinemas Internet Insertions in print media Radio Each advertisement is rated by the official monthly rate card of media; discounts are not taken into account The value of all recorded advertisements is expressed in EURO Data are divided in following sub-groups: Groups of products: food and stimulants, clothes and textile, household appliances, car industry, health and hygiene/cosmetics, cleansers, services, shops, specific products, telecommunications Types of media and media units Time periods Customer s individual needs. Presentation of results Standardized / tailor made
MEDIANA RM Radio Audience Measurement 22 PROJECT CONTENT ABOUT METODOLOGY Up-to-date information on listeners of all radio stations in Slovenia and each region Clear-cut relations among the reach of listeners of different radio stations Characteristics of the radio audience Analysis for selected time intervals (average weekly/monthly) listening of radio station/transmissions (with compatible software) Radio station listeners in last 7 days Radio station listeners of the previous day (1-hour intervals) Respondent's activities while listening to the radio Place where radio is listened to Demographic variables Frequency Continuous daily interviews since January 2000 Sample Monthly data are presented on 4.500 respondents Nationally representative sample Target group 10-75 years of age Interviewing method Combination CATI and CAWI Standardized questionnaires with different local radio stations included (currently more than 80 radio stations)
MEDIANA SSI Sponsorship suitability index Sponsorship suitability index (SSI) is designed in order to identify the most suitable sports for each brand / enterprise or evaluate the existing sponsorship deals of the enterprise The SSI enables a deeper recognition of the customers of each sponsor or brand analysis of customers relation to a company or brand attitude to sports and comparison with the competitive companies/ brands The SSI is a successful tool which gives basis for a successful decision making in disposing the sponsorship assets SSI is used to identify in what extent the consumers of a product, service or brand are interested in certain sport. To gain information of the most popular sports among consumers and as a base for making decision on an eventual sponsorship relation or confirmation of an already existing relation. SSI is based on the international syndicated continuous research Target group index TGI, what makes it internationally comparable in more than 60 countries all over the world. 23
PARTNERSHIPS / SPONSORSHIP / DONORSHIP 24 EFFIE Slovenian EFFIE awards OKS Olympic committee of Slovenia SOF Slovenian advertising festival SPORTO CONFERENCE UNICEF
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