Uncover what drives your brand positioning in the market Brand Driver Analysis - Extract more juice from your brand tracking studies Juan Tello | November 2016
1
Most of the time brand tracker information is not fully exploited
Brand Health
Trend Analysis
WHAT 2
Key Drivers
WHY
Apply SKIM Drivers Analysis to extract more juice from existing brand tracker data
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Drivers Analysis identifies which factors have the most impact on brand health
Brand Overall Rating
Customer Service
Product Performance
Value for money
$ Reliable advice 4
Product Quality
Easy to use
Fair Price
Data required for drivers analysis is generally included in any brand tracker study
A) Overall Brand Metrics
B) Association metric between brands and attributes
Customer Service
Holistic
Product Performance
Value for money
$ Functional
5
Brand Overall Rating
Reliable advice
Product Quality
Easy to use
Fair Price
SKIM employs various hierarchical multivariate analysis to uncover interactions between factors Acyclic network of factors is built based on levels of interaction between them
BBN 6
SEM
PLS
Communication and innovation strategies can be defined based on which drivers a brand owns vs. competition Brand Ownership Brand Overall Rating
Where to play?
Brand A Brand B Whitespace
Does the brand have the right to win versus competition?
Customer Service
Product Performance
Value for money
$ Reliable advice 7
Product Quality
Easy to use
Fair Price
Whitespace: less resistance in shifting consumer perception of how a brand is associated with a factor not owned Brand Ownership
Whitespace opportunities can be uncovered by identifying factors that are not owned by any brand in the market
Brand Overall Rating
Brand A Brand B Whitespace
Customer Service
Product Performance
Value for money
$ Reliable advice 8
Product Quality
Easy to use
Fair Price
SKIM computes whether a brand owns or not certain factor vis a vis competition Brand ownership is defined through normalized residuals highlighting associations statistically significantly above or below the expected brand association Brand A
Brand B
Brand C
Attribute Average
Customer Service
70%
50%
5%
42%
Product Performance
70%
30%
5%
35%
Product Quality
60%
20%
10%
30%
Value for Money
40%
20%
20%
27%
Brand Average
60%
30%
10%
33%
Attributes
Big/Small brand effect 9
Whitespace opportunity Ownership
Weakness
No Ownership
Layering brand ownership over the network allow brands to know where to play and how to win
Brand Overall Rating
Arrow width denotes level of interaction between factors
Customer Service
Each bubble is a factor
Bubble size denotes impact towards overall rating
Product Performance
Color denotes brand ownership
Value for money
$ Reliable advice 10
Product Quality Brand A
Easy to use Brand B
Whitespace
Fair Price
Specific segments can be analyzed to understand differences regarding drivers and ownerships
Heavy/Light Users Age generations Shopping habits Brand Users 11
Differentiated Strategies
Brand Overall Rating
Malleability index describes how easy/hard is it to change consumer’s brand perceptions in each segment
Gen X Boomers
Millennials
Malleability Index 12
SKIM Drivers Analysis Main Deliverables Brand Overall Rating
Brand Overall Rating
20%
Customer Service
Product Performance
Customer Service
Value for money
Product Performance
$ Reliable advice
Product Quality
Easy to use
Fair Price
Brand Ladder Showing strengths and weaknesses by brand 13
Product Quality
Easy to use
17%
17% 10%
Value for money
$ Reliable advice
18%
Fair Price
Market Opportunity Ladder Showing brand ownership and whitespace opportunities
CS
10%
8%
Product Value for Fair Price Reliable Product Easy to P. money Advice Quality Use
Contribution bar charts Towards dependent metric
SKIM Drivers Analysis Market Simulations Brand Overall Rating
What if? Customer Service
Product Performance
Value for money
$ Reliable advice
Product Quality
Easy to use
Fair Price
Market Simulations Explore what the size of the prize is of your brand owning a certain factor or whitespace Explore the level of risk of a competitor owning a certain factor or whitespace 14
Contact us: extract more juice from your data Juan Tello Senior VP Americas
[email protected] +506 4052 7272
@SKIMgroup SKIMgroup SKIMgroup
Wessel Roose Research Manager
[email protected] +31 10 282 3520 15
skimgroup.com
