brand health tracking in brand health tracking … · • one single supplier which meets heineken...
TRANSCRIPT
What is in it for you?
Company: • One research agency • Cooperation one research agency
& one software platform supplier • Embedding
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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
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Evaluation Equity Methods: Common Brand equity drivers already present within Heineken approach
• Is Tracking Framework up to date? • Suppliers • Marketing Literature
• Statistical Modelling to evaluate equity drivers
• Evaluation feedback Heineken Markets and Stakeholders
Driver
Perceived quality
Differentiation
Relevance
Innovativeness
Price-Quality relation
Trust
Status
Personality fit
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Brand Health Tracking fits Corporate Strategies
Best marketeers
Cider category measured
Heineken / Premium, Covered everywhere
One Gobal Supplier,
One Global tool
Understanding consumers and our brands
KPI’s for management
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1 WIN IN PREMIUM, LED BY HEINEKEN®
2 SHAPE THE CIDER CATEGORY
3 LEAD BY COOL MARKETING& INNOVATION
BE COMMERCIALLY ASSERTIVE 4
5DRIVE END2END PRODUCTIVITY
6 BREW A BETTER WORLD
Markets live
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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
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
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Strong global infrastructure
Europe Africa & Middle East Asia Pacific North
America South & Central
America
5 REGIONAL OPERATIONAL HUBS
Global HUB Amsterdam
Heineken International
Local TNS Client Service Teams
Local Heineken CMI managers
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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)
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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
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Result
• Up-to-date • 100 country system • 75+ key dashboards • 2500+ brands • comparable around the
globe • 800+ users
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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
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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
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• Little access to senior execs • Mix skewed toward tactical • Little involvement
outside marketing • Focused on hindsight
TRADITIONAL MARKET
RESEARCH
2 BUSINESS CONTRIBUTORS
• Stronger consumer focus mandate by senior execs
• Mix has strategic focus • Influence encouraged to
extend outside marketing • Focused on individual
insights
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STRATEGIC INSIGHTS ORGANIZATION
• Senior execs consumer-focused
• Influence extending outside marketing
• Growing knowledge base
• Focused on synthesized insights across sources
INSIGHTS AS A COMPETITIVE ADVANTAGE
• Strategic research priority
• Involved across functions
• Able to build knowledge base to become a learning organization
• Focused on foresight/ prediction across sources
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BASICS IN PLACE IS A CONDITION TO BECOME A STRATEGIC FORESIGHT ORGANIZATION
MARKET RESEARCH AS STRATEGIC FORESIGHT ORGANIZATION
MARKET RESEARCH AS "ORDER TAKERS"
90% of benchmarked companies are clustered in buckets one and two
Source: BCG benchmarking study; Press searches; Company web sites; Analyst reports
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