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How L'Oreal Tracks Brand Performance

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Table of Contents Your Guide to Tracking Brand Performance 6-month update: A case study on L’Oréal and the shampoo market ® 1 1


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Summary of findings Oréal brand findings ® The name sticks L’Oréal holds very high aided awareness but ranks lower than both Pantene and TRESemmé. Tough competition What you’ll learn in this guide We’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. Pantene 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. Hair care industry A brand is more than just one product Women’s experiences in buying other products created by the same brand name influence their purchase decisions for other categories. Quality is #1 Women 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. 2 2


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Table of contents 4. Methodology 9. Key findings 5. Business-critical metrics 10. Awareness, familiarity,  consideration, choice 7. Brand conversion 17. Product usage analysis 8. Attitudinal statement analysis 18. Feature performance 3 3


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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 HOW WHEN WHAT Methodology 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. A total sample of 1,075 women, ages 18 and older were surveyed for the purpose of this study. 4 4


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BUSINESSCRITICAL METRICS 5 5


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You 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 necessary And 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. THREE Know what sticks TWO ONE Three benefits to tracking your brand over time Build reputation and trust By 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. 6 6


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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 L’Oréal 91% Brand Image Past Purchase Value Perception Loyalty Programs Quality of Product 24% Brand Image Word of Mouth Past Purchase Price/Promotion Strategy & Messaging 17% Past Purchase Time in Business Category Relevance Online/Offline Media Strategy & Messaging 9% Distribution Past Purchase Time in Business Traditional Media Category Relevance 26% Conversion Rate (0) Familiarity 71% Conversion Rate (+17) 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. Conversion Difference vs Wave 1 Consideration 53% Conversion Rate (-9) Choice Category can include: 7 7


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What people are saying about L’Oréal L’Oréal is a shampoo that… 35% 36% 33% 34% 34% 33% 23% 23% 16% Does what it says it will do Wave 1—Top 2 Box Is an example of a high quality product Provides me value for my money I am proud to tell others about 16% Offers something other shampoos do not Wave 2—Top 2 Box 8 8


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KEY FINDINGS 9 9


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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. Head & Shoulders Dove Pantene L’Oréal Aussie Paul Mitchell TRESemmé Herbal Essence Suave We then identified the most popular brands from the list of competitors. Pantene L’Oréal TRESemmé Dove 10 10


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96% Pantene is still top of mind 91% 91% 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. 77% 77% 87% 14% 14% Wave 1 Wave 2 As expected, no big changes in awareness levels for these big brands in the past six months. L’Oréal Unaided Awareness 94% 98% 98% 90% 88% 84% 75% 73% 62% 59% 9% 10% 15% 15% 36% 39% Wave 1 Wave 2 Wave 1 Wave 2 Wave 1 Wave 2 TRESemmé Dove Pantene Aided Awaremess 11 11


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Pantene may be familiar; TRESemmé shows slight upward trend When you know which brands are most familiar to consumers, you get a better overall understanding of market awareness. +1% +2% 24% 24% L’Oréal 36% 38% TRESemmé Wave 1 24% Dove 24% 56% 57% Pantene Wave 2 12 12


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Women likely to reach for Pantene and L’Oréal more than before L’Oréal +4% 13% 13% 17% 13% +1% TRESemmé 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. Dove Pantene 20% 29% 21% +3% 32% Wave 1 Wave 2 13 13


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L’Oréal still scores higher with everyday hair washers Segmenting the data by looking at different groups allows you to see differences in responses and compare results more easily. 35% 33% 31% 25% 24% 22% 19% 18% 15% 15% 12% 14% 6% Difference vs Wave 1 7% 7% 0% 1 5 4 Everyday Top 2 box consideration scores (Extremely + Quite) are cross-tabbed by user type (frequency of use) 1 4 4 3 0 Several times a week L’Oréal TRESemmé -8 -10 7 -6 A few times a month Dove -27 0 0 7 Less than once per year Pantene 14 14


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Pantene is still the top choice and L’Oréal gains popularity For your next purchase, which brand would you be most likely to choose? *Among all brands in the study. 49% L’Oréal (+1%) TRESemmé (0%) 9% Dove (-1%) Pantene (+2%) 13% Other (-2%) (Difference vs Wave 1) 22% 7% 15 15


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Why women prefer each brand Actual verbatim responses. 22% 13% “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.” “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.” Pantene 7% “I like the way it makes my hair feel, very soft. Also, it does not have the drying out effect of Pantene.” Dove TRESemmé 9% “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...” L’Oréal 16 16


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Pantene has stood the test of time; TRESemmé is inching closer Brands 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 % Used in Past 3 Months % Used Ever Usage Index Usage Index over Average L’Oréal 14% 44% 31 90 (+3) TRESemmé 22% 63% 35 100 (+4) Dove 12% 43% 29 82 (+2) Pantene 34% 85% 40 114 (+2) Average 14% 40% 35 – Usage rates are indexed against the average. (Difference vs Wave 1) *Usage rate = (% Used in past 3 months) ÷ (% Used Ever) 17 17


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STACKING UP THE COMPETITION 18 18


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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. 19 19


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Attribute importance vs. performance: Combined When 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. How people rate a brand’s performace in each category 50% 51% 63% 54% 53% 52% 54% 51% 51% 46% 46% 51% 53% 52% 48% 47% 46% 55% 53% 45% 35% 34% 50% 44% 41% 36% How important each attribute is to people 58% 35% Quality Price Scent Features Size/Amount Ingredients Variety 90% 74% 64% 62% 62% 61% 58% L’Oréal TRESemmé Dove Pantene 20 20


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Attribute importance vs. performance: Combined Being 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 Performance of L’Oréal Performance of Dove Performance of Pantene Performance of TRESemmé Ingredients 0 4 7 7 4 Price 6 0 2 4 1 Size/Amount 5 5 6 5 4 Scent 1 4 5 4 5 Variety 2 2 2 6 8 Quality -2 6 7 4 8 1 4 3 4 5 Range of features 21 21


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WANT TO TRACK YOUR OWN BRAND? The way most brand research is conducted doesn’t work for businesses that want results fast; most brand studies provide piles of data and take tons of time. Get crucial data, faster The SurveyMonkey approach gets you business-critical metrics that can help you spend more time making important business decisions for your brand, instead of having to distill mounds of data on your own. Diagnose your brand by contacting Audience@surveymonkey.com Contact us to get started © 2015 SurveyMonkey. SurveyMonkey, the SurveyMonkey logo, SurveyMonkey Audience and the SurveyMonkey Audience logo are trademarks of SurveyMonkey Inc. and its affiliates. Other company and product names may be trademarks of their respective owners. 22


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