BMP: Brand Management Process Establishing BRAND POSITIONIING Creating BRAND DESIGN Measuring BRAND...

BMP: Brand Management Process

• Establishing BRAND POSITIONIING

• Creating BRAND DESIGN

• Measuring BRAND PERFORMANCE

• Sustaining BRAND EQUITY

Why Measure?

• How strong is our brand?• Impact of Marketing Activity• Overall value of the Brand

RETURN ON MARKETING INVESTMENT (ROMI)

Brand Value Chain

Marketing Inputs

ConsumerMindset

Market Performance

Measuring Brand Performance

Quantitative Research

Quantitative: Tracking Study

• Continuous rolling panels• Survey Method• Pre-Defined Parameters• Study the Impact of Marketing Inputs

– Level of Impact– Degree of Impact

Product-Brand Tracking

• Brand Awareness– Recall (TOM/Unaided/Aided)– Recognition

• Ad Awareness• Brand Associations

– Benefit Associations– Quality Associations– Image Associations

• Brand Consideration

ATP by Millward Brown

• 50 to 100 per week• 10-12 Minute interviews over brand & comp.• Covering awareness, positioning, loyalty,

response to communication

ATP Sample Data

MethodologyWhat?

Where?

When?

Millward Brown ATP

Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad

October – December, 2004

Who?MALES Aged 25- 50 years From SEC A/B Working Full Time Decision maker for financial products in the household

FEMALES Aged 25- 50 years From SEC A/B Working Decision maker OR Joint Decision maker for financial products in the household

Oct’04 – Dec’04

In Rs. Lakhs

1. ICICI Prudential

235

2. HDFC Standard

178

3. LIC

136

4. SBI Life

101

5. Aviva

86

6. Bajaj Allianz

84

7. AMP Sanmar

48

8. Max New York

53

9. Birla Sun Life

44

10. Tata AIG

29

11. ING Vysya

17

12. Om Kotak

15

13. MetLife 8

Top spenders across markets – Press*

Mumbai

LIC 65

ICICI Prudential 62

HDFC Standard 48

Aviva 33

SBI Life 24

Delhi

LIC 64

HDFC Standard 36

Aviva 28

Max New York 26

ICICI Prudential 26

Kolkata

LIC 50

ICICI Prudential 33

HDFC Standard 27

SBI Life 15

Aviva 12

Chennai

LIC 21

HDFC 15

Max New York 9

ICICI Prudential 9

AMP Sanmar 7

Bangalore

LIC Total 19

HDFC Standard 15

ICICI Prudential 12

SBI Life 9

Aviva 8

Hyderabad

Tata AIG 1

SBI Life 4

Om Kotak 0

MetLife 2

Max New York 4

Ahmedabad

ICICI Prudential 15

HDFC Standard 12

LIC 11

SBI Life 8

Aviva 5

Source: Mind Share

*Normalized to 100cc

Snapshot – 7 marketsAll figures are in % I-Pru LIC TATA-AIGBase - 3654 respondents

Brand AwarenessTOM Recall 6 87 0Spontaneous Recall 54 99 28

Ad AwarenessSpontaneous Recall 28 60 10

ConsiderationTop box 2 86 0Top 2 boxes 42 91 10

ImageThe best company to have a relationship with 26 96 8

Offers the best returns 23 86 6

Comes out with new & innovative products 30 86 8GRPs 7222 17 3313

Press Spends (Rs. Lakhs) 169 245 38

(Mumbai+Delhi+Kolkata+Chennai+Bangalore+Hyderabad+Ahmedabad)

LIC has the highest scores on brand health, imagery and consideration.

Communication Awareness

COMMUNICATION AWARENESSI-PRU LIC SBI TATA-AIG HDFC AMP

Base: All respondents 3654 3654 3654 3654 3654 3654% % % % % %

Total Brand communication aware 41 53 11 10 7 7(across media)

TV 29 34 6 7 2 5Newspapers 6 10 2 2 2 1Hoardings 12 23 3 2 2 1Radio 1 1 - - - 1

Base: All claimed TV recallers 1500 1948 388 378 243 260% % % % % %

Detailed recall (TV) 67 59 45 42 26 66Proven recall (TV medium) 19 7 27 16 1 27

Brand generic 12 7 4 3 1 27Execution-specific 7 - 23 13 - -

Saath Phera 6Wrong recall (brand/product) 4 - - - - -

GRPs (TV) 1032 2 358 473 0 345Press spends 34 19 14 4 25 7

All markets

Overall brand communication awareness is high for LIC followed by I-Pru. Overall, proven recall is low across brands.

Execution Recall – ICICI PrudentialExecution-recallBase : Proven recallers of I-Pru Har Vaada ad 90

%Shown man emptying suitcase of angry wife 9Voice-over: Saat janmo tak suraksha karoonga 7Shown old man help wife get into an escalator 10Shown couple walking around fire 74Husband applies sindoor on wife’s head 60Any mention of ICICI Prudential 43

Impressions% Agree strongly Mean score

Made you more interested to know about pdts of I-Pru 20 3.73What it said was relevant to me 21 3.88What it said was believable 29 3.95Told me something new 29 3.85Is an enjoyable ad 55 4.34More likely to consider the next time 26 3.69

Weak recall of executional lements; seen more as an enjoyable ad and evokes lower than desired scores on response measures.

Profile of proven recallersBase : Proven recallers of I-Pru ad 90

%Mumbai 23Delhi 10Chennai 61Bangalore 1Hyderabad 1Ahmedabad 3

25-35 years 6436-50 years 36

SEC A1+ 22SEC A1 33SEC B 44

Recall of I-Pru largely led by Chennai and amongst younger audience.

All figures are in % All Currently Invested Aware Currently Invested

Rejecter of L.I Non-Rejecter of L.I Non-Rejecter of L.I

ZINDAGI KE SAATH BHI, ZINDAGI KE BAAD BHI

Life Insurance Corporation (LIC) 59 40 65 56

ICICI Prudential Life Insurance 11 22 11 8

SBI Life Insurance 1 4 1 0Base: All respondents recalled the slogan____ 1580 131 741 708

HAR VAADE MEIN AAPKE SAATH



Kotak Mahindra 1 - 1 1

SBI Life Insurance 1 3 2 1

Tata AIG Life Insurance 1 1 1 2Base: All respondents recalled the slogan____ 1011 72 459 480

JEENE KI AZAADI



Tata AIG Life Insurance 6 1 7 5

Kotak Mahindra 3 3 2 4Base: All respondents recalled the slogan____ 964 106 417 441

SLOGAN RECALL



KAL PAR CONTROL

Aviva Life insurance 21 4 19 26



Kotak Mahindra 3 0 3 5

Tata AIG Life Insurance 3 4 2 3Base: All respondents recalled the slogan____ 552 48 242 262

HAVE YOU MET LIFE TODAY

MetLife Insurance 65 44 66 67



Max New York Life Insurance 1 3 1 1Base: All respondents recalled the slogan____ 902 62 427 413

SLOGAN RECALL

Brand Associations

2523

-186

-20

-85

15654

7030

3715

3530

2729

5540

5530

3550

455052

47

4545

5538

5040

215

101922

15

512

-2710

7

IMAGE PROFILES - An Illustration

Innovative services

This brand is most visible

Offers good value to customers Good network of agents

wide range of products

Promptness - complaints

Responsive Company personnelInnovative schemes

Modern organisation

Good schemes

Open on convenient times

©

PSU Brand

Very trustworthy

Pvt. Brand PSU Brand Pvt. Brand

% Associations Differentiation

BRAND IMAGE PROFILING

4

-2

-4

-5

-3

-1

2

1

4

2

1

-5

-3

2

-1

3

-1

4

-1

2

-1

-3

-3

0

-1

2

2

-1

2

2

-1

-6

-1

-2

-4

1

9

-3

-1

-1

0

10

Best Insurance Co. to have a relationship with

Takes care of its customers

Offers the best returns

Comes out with new & innovative products

Makes products for people like me

Helps in choosing a policy

Different policies for the entire family

Delivers what it promises

Ensures safety of my money

Easy access for buying a policy /pay

premiums

Agents could be trusted to give correct

information

Will settle claims quickly

Addresses queries promptly

Can be trusted to be there ten years from

now

Base :

LICI-PRU SBI T-AIGHDFC ING V KOTAK

-1

1

2

1

0

0

0

-1

-1

0

0

1

0

0

1

1

1

1

1

-1

-2

0

1

0

-1

0

-1

1

-2

-1

1

-1

0

0

1

1

0

0

0

0

0

0

-1

1

0

0

0

0

0

1

-1

0

0

0

0

0

(3452) (3654) (2878) (2867) (2614) (1938) (2411)

BIP – 7 markets(Mumbai+Delhi+Kolkata+Chennai+Bangalore+Hyderabad+Ahmedabad)

Avg. Asso : 25 89 17 11 8 5 5

Imagery• ICICI Prudential

– Differentiates on following attributes

• Has different policies for entire family (Ahmedabad)

• Comes out with products that are new and innovative (Delhi, Mumbai)

• Takes care of its customers through good service (Hyderabad, Mumbai)

• Best Insurance company to have a relation with (Hyderabad)

• Will settle claims quickly (Hyderabad)

• Has knowledgeable agents who help me in choosing a policy (Bangalore, Chennai)

• Ensures safety of my money (Chennai)

• Will settle claims quickly (Chennai)

• Addresses queries promptly (Chennai)

• Can be trusted to be there ten years from now (Chennai)`

Imagery• LIC

– Not differentiated in Chennai & Hyderabad


• Best Insurance company to have a relation with (Ahmedabad, Bangalore, Delhi, Kolkata, , Mumbai)

• Company delivers what it promises (Ahmedabad)

• Addresses queries promptly (Bangalore)

• SBI Life


• Takes care of its customers through good service (Chennai, Mumbai)

• Ensures safety of my money (Chennai, Hyderabad, Mumbai)

• Can be trusted to be there ten years from now (Chennai, Hyderabad, Mumbai)

• Best Insurance company to have a relation with (Hyderabad)

• Company always delivers what it promises (Mumbai)

Brand Consideration

BRAND CONSIDERATION

Q1’01 Q2’01 Q3’01 % % %

The only brand I would consider 11 16 16

One of 2 or 3 brands I would consider 30 22 32

One of several brands 11 8 7

Brand I might consider 7 8 11

Brand I would not consider41 47 34© Millward Brown International 2001JXXXX A2BS00



Extremely unlikely to purchase 31 68 17 36

Quite unlikely to purchase 15 10 13 19

Quite likely to purchase 22 14 30 14

Extremely likely to purchase 15 6 21 12

Base – All respondents 3654 375 1705 1574

INTENTION TO PURCHASE





SBI Life Insurance 1 3 1 0

Kotak Mahindra 0 1 0 0

Tata AIG Life Insurance 0 1 0 0

Base – All respondents 3654 375 1705 1574

RECOMMENDED LIFE INSURANCE COMPANY

Brand Dynamics

What is Brand Dynamics?

• Brand Dynamics both measures and explains a brand's Consumer Equity or Value.

• It bridges the gap between consumer perceptions and sales– By identifying the perceptions & attitudes that will most

effectively strengthen the brand– And estimating the impact on sales of changing them

BRAND DYNAMICS MODEL

Components of Brand Dynamics

Consumer Value

CONSUMER VALUE is the potential value of each consumer to the brand.

Measured through a “consideration” scale which is suitably adjusted for effects such as brand size, consumer typology, brand price etc. Consumer Value correlates very well with value share of the brand.

Brand Pyramid : the “dynamics” of Consumer Value

Helps to explain why the strength of someone’s relationship with a brand might vary based on their brand associations.

This is done through the Brand Pyramid framework which draws a hierarchy of consumers for each brand - depending on their relationship with the brand.

Components of Brand Dynamics

BRAND PYRAMID

[c:\andy aequity \afsell3.ppt\23]

Millward Brown International

BrandDynamics™ PYRAMID

The Brand Pyramid is the framework fordefining how consumers relate to brands

BondedBonded

AdvantageAdvantage

PerformancePerformance

RelevanceRelevance

PresencePresence

THE FIVE LAYERS OF THE PYRAMID

g Presence is the gateway to the market

g Consumers without presence are of little current value to the brand.

PRESENCE

g The size of the market available to the brand is defined by the relevance of the brand to the consumers needs and pocket.

PRESENCE PRESENCE PRESENCE

RELEVANCE


g For a consumer to buy the brand repeatedly, it must deliver acceptable product performance.


RELEVANCE

PERFORMANCE


g For consumers to commit more expenditure to the brand, it must have an advantage for them over other brands.


RELEVANCE

PERFORMANCE

ADVANTAGE


g The more unique the perceived advantage, the greater the chance of consumers becoming bonded to the brand.


RELEVANCE

PERFORMANCE

ADVANTAGE

BONDING


CALCULATING CONVERSION PROFILES

Bonding

Advantage

Performance

Relevance

Presence

29/68 = 43%

68/85 = 80%

85/85 = 100%

85/85 = 100%

85/100 = 85%

58%

69%

95%

88%

75%

Conversion

85%

85%

85%

68%

29%

Expected Conversion

Pyramid Conversion

Profile

-15

11

5

12

10

CASE STUDY-PEPSODENT-

BRAND PYRAMIDS - PEPSODENT : DELHI

Base : (650) (650) (550) (650)

Bonding

Advantage

Performance

Relevance

Presence 83%

82%

82%

50%

19%

Q1’01%

81%

76%

75%

52%

21%

Q2’01%

Q3’01%

86%

85%

84%

67%

25%40

69

99

94

81

38

79

100

99

8685%

85%

85%

68%

29%

Q3’00%

Acceptable Price

Appeals More

Better Performance

Different

Growing popular

High Opinion

Most Popular

DIAGNOSIS OF ADVANTAGE

Base : 414 549Consumers at product performance level (or above)

© Millward Brown International 2001JXXXX A2BS00

49

57

39

56

58

61

30

Q3’01%

Q2 ’01%

52

68

48

65

71

72

32

Measuring Brand Performance

Qualitative Research

Association Techniques

Respond to the presentation of a stimulus with the first thing(s) that comes to mind

Word association -- Free word / Successive word

Personification [Exercise: Axe/FAL/CP/Surf]

Analogies and Metaphors [Cricketer: Enfield]

Picture Association

Film and Song Titles

Completion Techniques

Respondents are required to complete an

incomplete stimulus

Sentence completion

Story building

Cartoon completion

Clues and scenarios

Make an advertisement

Construction Techniques

Require the respondent to produce/construct something Brand Mapping [Cold Drinks] Classification/Grouping [Indian Filmmakers] Family Trees [Toothpaste] Laddering [Sony Plasma] Life Cycle [Detergent]

Expressive Techniques

Techniques that enable a respondent to better express

his perceptions about the brand

Role Play [Nike vs. Reebok]

Brand Party [Jeans]

Autobiography/Matrimonials/Obituary [Red Bull]

Political Speech [Lakme]

Horoscope [Rooh Afza]

Nightmares / Fantasies [Enfield]

Creativity Techniques

Techniques which use the consumer’s creativity to

derive perceptions about the brand

Random Input [Nike without ‘Just do it’]

Pictionary [Surprise Surprise!]

Transformation [Dabur Chavanprash]

Re-birth [Yamaha RX100]

Group Assignment

Bajaj has launched Pulsar 135

Study the impact of this launch on brand image amongst existing Pulsar owners

Quantitative: Survey -- 20 Respondents

Qualitative: Any 3 projective techniques

Deadline: Sunday, 12th December, 2010 @ 2:00 PM

BMP: Brand Management Process Establishing BRAND POSITIONIING Creating BRAND DESIGN Measuring BRAND...

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