brand scorecard brochure
DESCRIPTION
Track how ‘ready’ is your brand to compete for future market sharesTRANSCRIPT
JuxtConsult Brand ScoreCardTM
Track how ‘ready’ is your brand to compete for future market shares!
The first syndicated brand tracking study that proposes to measure your brand performance at the category level on a monthly basis
The Brand ScorecardTM not only measures the current performance of your brand but also its future-readiness (the ‘momentum’ with which it is moving to compete for future market shares)
Measures the ‘sustenance power’, ‘persuasive power’, ‘consumer pull’, ‘loyalty’ and ‘momentum’ of your brand vis-à-vis the competing brands in the category
Gives you the key reasons why your brand is preferred more (or less) vis-à-vis the competing brands
Study Overview
JuxtConsult Brand Track Framework
Brand Momentum
Brand Visibility TOM Ad Recall (share of voice)
Brand Consideration TOM Brand Recall (share of mind)
Brand Sustenance
Brand PreferenceBrand Likely to Buy (share of preference)
Brand Persuasion
Brand LoyaltyBrand Pull
Brand Switch Brand Repeat Purchase
Likely Loyal UsersLikely Switchers (Net)
Brand use currently(share of consumers)
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Brand Sustenance Ratio of TOM Brand Recall
TOM Ad RecallHow much does the brand transcend the ad
Key Brand Scorecard Measures!
Brand PersuasionHow persuasive is the brand story
Ratio of Intention to Purchase Brand
Spontaneous Brand Recall
Brand PullBrand’s ability to attract new/competitive brand consumers
Ratio of Likely Switch-ins to the Brand
Likely Switch-outs from the Brand
Brand LoyaltyHow much is the brand retaining its existing consumers
Ratio of Likely to Continue Buying the Brand
Total Current Users of the Brand
Secondary Brand Share
Total Current Users of the Brand
Total Current Users of the CategoryBrand share on multiple brand usage basis
Key Brand Scorecard Measures!
Primary Brand ShareBrand share on most-preferred brand usage
basis
Preferred Current Users of the Brand
Total Current Users of the Category
Brand MomentuxTM
Brand’s competitive-readiness for future market shares
Brand Mass x Brand Speed AcceleratorsCurrent Users x Brand Persuasion factor, Brand Pull factor, Brand Loyalty factor
Study Methodology Monthly brand tracking and reporting
Reporting sample of over 1,000 category relevant respondents every month. Both intended and current category users captured
Online survey conducted with JuxtConsult’s Consumer Panel (www.getcounted.net). The panel has over 110,000 consumers representing over 291 million (or 86% of all) urban consumers. Over 10,000 new members get added every month
Data made representative of all urban Indians across SEC classes, gender,
age groups, town classes and regions (using appropriate 'demographic multipliers‘
from JuxtConsult’s annual land survey conducted among 12,500 urban households covering ‘all socio-economic strata’ in 40 cities representing ‘all town classes’ by population size)
Overall ‘category’ level brand tracking and brand scorecard analysis
Brand parameters reported:
• Ad Scores (TOM ad recall, source of ad recall)
• Brand Mindshare Scores (TOM brand recall, source of recall, Total aided brand
awareness)
• Brand Perception Map
• Brand Shares (Secondary - multiple usage basis, Primary - preferred usage basis)
• Reasons for preference for the primary brands
• Overall usage satisfaction rating for the primary brand
• Brand Performance Scores (Mind and Brand share conversion ratios, Sustenance,
Persuasion, Pull, Loyalty, Momentum)
Change reporting to start only from the second month
Custom and segment level reporting can be considered separately at additional cost*
* depending on the sufficiency of sample size of required segment cuts
The Report Index
Brand Scorecard Sample
Category: Aerated Soft Drinks
December 2008
Sample Only
* Relative Index – relative to the top brand being 100%
Sample Only
Brand Momentux™ Map
Logarithmic scale
CokeSprite
Thums UpPepsi
FantaMirinda
Limca7 Up
Mountain Dew
0.0
0.5
1.0
1.5
2.0
0.0 0.5 1.0
Bra
nd M
ass
Brand Speed
Brand Momentum
Mass Driven
Size
Speed Driven
Sample Only
Attribute Brand Perceptual Map
The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes.The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all
3210-1-2
1.5
1.0
.5
0.0
-.5
-1.0
-1.5
-2.0
Brand
Att
ribu
te
Reflects my style, personality and status the best
Lowest priced
Like its taste the best
Most attractive bottle shapeBest tingling effect on the tongue
Best brand image/ reputation
Fanta
Mirinda
Mountain Dew
Limca
Pepsi
Sprite
Coke
ThumsUp
Impressed by its ad the most
Best flavors of my liking
Best sweetness for my liking
Become habitual of using this brandy
Sample Only
Respondent Profile – Aerated Soft Drinks
December 2008
Demographic Attributes Brand Scorecard Respondent Profile
Sample – 1,354Urban Population Representation – 122
million
Gender Male 69%
Female 31%
Age Distribution Below 13 years Not included in study
13-18 years 12%
19-24 years 28%
25-35 years 44%
36-45 years 11%
Above 45 years 5%
City Type Up to 1 Lakh 32%
(Population Size) 1-10 Lakhs 23%
10 Lakhs plus 44%
Region-wise Distribution North 22%
East 6%
South 27%
West 45%
Sample Only
Demographic Attributes Brand Scorecard Respondent Profile
Sample – 1,354Urban Population Representation – 122
million
Socio-economic Classification SEC - A 19%
SEC - B 24%
SEC - C 38%
SEC - D 14%
SEC - E 5%
Monthly Household Income Up to Rs. 10,000 62%
Rs. 10,000 – Rs. 30,000 27%
Rs. 30,000 – Rs. 50,000 5%
Above Rs. 50,000 6%
Most Expensive Vehicle in the HH
4-wheeler 10%
2-wheeler 51%
Bi-cycle / others 14%
Don't own any vehicle 25%
Respondent Profile – Aerated Soft Drinks
December 2008
Sample Only
JuxtConsult Brand ScoreCardTM Track
Pricing of Reports
* 12.36% service tax extra
One Time Report*(1 month report)
Annual Subscription*(12 monthly reports)
Rs. 75,000 Rs. 480,000
• Payment Terms : One Time Report: 100% advance
: Annual Subscription: 50% advance, 50% at 6 months
• Delivery Timeline : First Report: 1 week from date of order
: Monthly Reports: Every month end (by 30th)
• Report Delivery Format : PDF
Contact Details
• Address : 3, Kehar Singh Estate, 1st Floor, Westend
Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030
• Telephone : +91-11-29535098, +91-9811256502
• Contact Person : Sanjay Tiwari
• Email : [email protected]
• Website : www.juxtconsult.com
Thank You!