11
Table of Contents
6-month update: A case study on L’Oréal ® and the shampoo market
Your Guide to Tracking Brand Performance
22
Summary of findings
What you’ll learn in this guideWe’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.
A brand is more than just one productWomen’s experiences in buying other products created by the same brand name influence their purchase decisions for other categories.
Quality is #1Women 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.
Hair care industry
The name sticksL’Oréal holds very high aided awareness but ranks lower than both Pantene and TRESemmé.
Tough competitionPantene 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.
Oréal® brand findings
33
Table of contents 4. Methodology 9. Key findings
10. Awareness, familiarity, consideration, choice
17. Product usage analysis
18. Feature performance
5. Business-critical metrics
7. Brand conversion
8. Attitudinal statement analysis
4
Methodology A total sample of 1,075 women, ages 18 and older were surveyed for the purpose of this study.
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
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.
WH
AT
WH
EN
HO
W
4
66
Three benefits to tracking your brand over time
Know what sticksYou 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.
Reposition when necessaryAnd 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.
Build reputation and trustBy 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.
ON
E
TWO
THRE
E
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L’Oréal’s path to revenue leads to converting customers
These are the top areas that you need to have insight into:
Awareness
Familiarity
Choice
Consideration
91%
26% Conversion
Rate
(0)
71% Conversion
Rate
(+17)
53% Conversion
Rate
(-9)
Conversion Difference vs Wave 1
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.
24%
17%
9%
Brand ImagePast Purchase
Value PerceptionLoyalty Programs
Quality of Product
Brand ImageWord of MouthPast Purchase
Price/PromotionStrategy & Messaging
Past PurchaseTime in Business
Category RelevanceOnline/Offline Media
Strategy & Messaging
DistributionPast Purchase
Time in BusinessTraditional Media
Category Relevance
Category can include:L’Oréal
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What people are saying about L’Oréal
Wave 1—Top 2 Box Wave 2—Top 2 Box
L’Oréal is a shampoo that…
35% 36%34% 33%
23% 23%
16% 16%
33% 34%
Does what it says it will do
Provides me value for my money
I am proud to tell others about
Offers something other shampoos do not
Is an example of a high quality product
10
PanteneDoveHead & Shoulders
TRESemméL’Oréal Paul Mitchell
Herbal Essence
Aussie
Suave
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.
Pantene TRESemmé DoveL’Oréal
We then identified the most popular brands from the list of competitors.
10
1111
Aided AwaremessUnaided Awareness
90% 88%
75% 73%
Wave 1 Wave 2
15% 15%
98% 98%
62% 59%
Wave 1 Wave 2
36% 39%
77%
91% 91%
77%
Wave 1 Wave 2
14% 14%
96% 94%
87% 84%
Wave 1 Wave 2
9% 10%
Pantene is still 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.
As expected, no big changes in awareness levels for these big brands in the past six months.
PanteneTRESemmé DoveL’Oréal
1212
Pantene may be familiar; TRESemmé shows slight upward trend
Wave 1 Wave 2
When you know which brands are most familiar to consumers, you get a better overall understanding of market awareness.
24% 24%
Dove
24% 24%
L’Oréal
36% 38%
+2%
TRESemmé
56% 57%
+1%
Pantene
1313
13% 13%
20% 29%
17% 13%
21% 32%
Wave 1 Wave 2
+4%
+3%+1%
Women likely to reach for Pantene and L’Oréal more than before
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.
PanteneTRESemmé
DoveL’Oréal
1414
L’Oréal still scores higher with everyday hair washersSegmenting the data by looking at different groups allows you to see differences in responses and compare results more easily.
Top 2 box consideration scores (Extremely + Quite) are cross-tabbed by user type (frequency of use)
PanteneTRESemmé DoveL’Oréal
24%
1 1
15%
5 4
35%
19%
Everyday
4
22%
0
12%
4 3
31%
15%
Several times a week
-8
14%
-6
6%
-10 7
25%
18%
A few times a month
-27
7%
7
7%
0 0
33%
0%
Less than once per year
Difference vs Wave 1
1515
TRESemmé (0%)
Dove (-1%)
Pantene (+2%)
Other (-2%)
(Difference vs Wave 1)
L’Oréal (+1%)
*Among all brands in the study.
49%
9%
13%
7%
22%
Pantene is still the top choice and L’Oréal gains popularity
For your next purchase, which brand would you be most likely to choose?
1616
Why women prefer each brand
“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.”
22%“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.”
13%
“I like the way it makes my hair feel, very soft. Also, it does not have the drying out effect of Pantene.”
7%“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...”
9%
Actual verbatim responses. PanteneTRESemmé
DoveL’Oréal
1717
Usage rates are indexed against the average.
L’Oréal
% Used in Past 3 Months % Used Ever Usage Index
Usage Index over Average
Pantene
TRESemmé
Dove
Average
14% 44% 31 90 (+3)
22% 63% 35 100 (+4)
12% 43% 29 82 (+2)
34% 85% 40 114 (+2)
14% 40% 35 –
*Usage rate = (% Used in past 3 months) ÷ (% Used Ever)
Pantene has stood the test of time; TRESemmé is inching closerBrands 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
(Difference vs Wave 1)
1919
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.
2020
Attribute importance vs. performance: CombinedWhen 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.
TRESemmé PanteneDoveL’Oréal
QualityHow important each attribute is to people
How people rate a brand’s performace in each category
90% 74% 64% 58%Price Scent
61%Ingredients
62%Features
62%Size/Amount Variety
51%53% 52% 54%
51%46% 46%
54%51% 50%
44%
58%
50%
36%
51%53%
34%
41%
35%35%
47%46%
52%48%
63%
53%55%
45%
2121
Attribute importance vs. performance: CombinedBeing 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
Ingredients
Price
Size/Amount
Scent
Variety
Quality
Range of features
Performance of Dove
Performance of Pantene
0 7 7
6 2 4
5 6 5
1 5 4
2 2 6
-2 7 4
1
Performance of TRESemmé
4
1
4
5
8
8
53 4
Performance of L’Oréal
4
0
5
4
2
6
4
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