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 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 fielded a Brand Tracking 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

55

BUSINESS- CRITICAL METRICS

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

77

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

88

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

99

KEY FINDINGS

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)

1818

STACKING UP THE COMPETITION

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

22

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