Beruflich Dokumente
Kultur Dokumente
February 2013
Contents
We visit these panellists monthly to record their monthly purchases in the selected categories.
We record all details: brand, size, variant/flavour, pack type, price, quantity purchased, place
of purchase, frequency of purchase, etc. We also record loose/ unbranded products
Our data collection method is bin plus an exit interview. We have placed a bin in all the
panel-households. Panellist are trained to keep the wrappers/ empty-packs of the used packs
in this bin
Finally, data from all panel households is statistically projected to estimate the overall markets
for the brands/ categories
What bought? Brand (or loose product) , variant/ flavor/ form, pack type
Where? Retailer (General store, self service store, Sunday market, etc.)
How much? Pack size, number of packs, price paid (quantity purchased)
Foresight household panel covers almost 95% of Pakistan population. FATA, FANA,
tribal areas & military cantonment areas are out of scope.
1308 urban 431 urban homes 3532 urban 768 urban homes
homes from 10 from 6 cities homes from 26 from 6 cities
cities cities
348 rural homes 200 rural homes 857 rural homes 306 rural homes
from 19 villages from 8 villages from 52 villages from 16 villages
7,750 homes
Overall 48 cities & 95
villages
6,039 homes
Urban 48 cities
1,711 homes
Rural 95 villages
Depth of coverage
While designing the panel representation of both smaller & gibber cities is
ensured
Frequency of purchase
Consumer DNA
Loyalty as defined in household panel
Definition
Note of caution - Loyalty is not repeat I can repeat yet not loyal to the brand
Loyalty vs. relative penetration
This analysis helps in brand management strategy, to decide which brands to grow & which brands
to discontinue
+
Good Potential High Quality
Too much duplication High Brand Value
How to increase penetration
Rel. Penetration
or/and low repeat Leaders
Trial pack
New variants
Distribution
Promotion (sampling) Kill these if remain Niche brands
Advertising in this quadrant
Pricing
- Loyalty
+
How to increase loyalty / profitability
Product/ Differentiation (increase choices within brand)
Weight of purchase (pack size, promotions)
Customer satisfaction
Brand switching (Gain & Loss) analysis
Uses & applications
Are the other brands in the market suffering in the same way, or a different way?
P1 = 429.1 tonnes,
P2 = 404.4 tonnes,
Loss Gains
= - 25 tonnes.
Heavy-medium-light (buying intensity) analysis
What can it tell me?
20 % 38 ml 48 % 55 % 69 ml
25 % 20 ml 32 % 29 % 68 ml
55 % 6 ml 20 % 10 % 60 ml
100 % 16 ml 100 % 25 % 64 ml
64%
36%
What will happen to brand A if it discontinues its X SKU
Brand A will loose 82% of its X SKU volume if the SKU is
discontinued
Brand A other SKUs to
gain from its X SKU
Retain
344 tonnes
Brand A X
if brand discontinues
SKU Volume the pack Gain of X SKU of other
1,890 tonnes brands
C
Loose
D
1546 tonnes
E
F
G
Which tool is best designed to
measure which KPI?
3 tools co-exit, they complement each other NOT replace
HOUSEHOLD BRAND HEALTH
RETAIL AUDIT
PANEL TRACKER
Volume/ Value market, shares Yes, much stronger Yes No
Distribution, OOS Yes No No
SISH, stock cover days Yes No No
Price point, & RPI analysis Yes Yes No
Ever Use, current use, exclusive/ conjunction use No Yes, Much Stronger Yes
New, Retained & Lapse user analysis No Yes, Much Stronger Yes
Brand switching analysis (G&L analysis) No Yes No
Loyalty analysis & matrix No Yes, Much Stronger Yes
Pareto analysis (light/ medium/ heavy user analysis) No Yes No
Frequency & place of purchase No Yes, Much Stronger Yes
Trip size No Yes No
Average household spend/ consumption index No Yes No
Consumer DNA HH info, Media habits, grocery habits No Yes, Much Stronger Yes
Brand Awareness & disposition No No Yes
Brand Image Analysis No No Yes
Perception Maps No No Yes
Brand Equity No No Yes
Combined analysis of RA & HHP generates insights
Would your reading be the same your Marketing and Trade actions be similar?
Case 1 Case 2
M1 M2 M3 M4 M5 M1 M2 M3 M4 M5
Case 3 Case 4
M1 M2 M3 M4 M5 M1 M2 M3 M4 M5
Distribution Penetration
Combined analysis of RA & HHP generates insights
Or even ?
M1 M2 M3 M4 M5
Both distribution & penetration are increasing, though loyalty among brand-users is on
the decline, resulting in no growth for the brand despite more number of buyers.
HHP is the logical follow-up of BHT to understand brand performance
How HHP & BHT complements each other
Brand awareness
Likelihood to purchase
Actual Purchase
Loyalty
Ever Use/Trial, exclusive & conjunction usage
Household Panel is based on pantry-audit, so brand is actually verified rather than
being recorded on consumer-claim. Too often consumers mix the brand they are
using with their TOM brand or the brand they desire to use
Even the extent of pantry checking in HHP is more comprehensive than any other
research tool can achieve. The fact that we visit these panellists every month, gives
us access to their kitchen, fridge, store & even bath-rooms hence we are able to
record things with greater accuracy
Ability to report to the brand by size, variant, packaging & price point
Cross category usership analysis are also possible. These becomes very handy when
planning for cross category promotions:
To generate trial among non-users, it is recommended to go with brand with least conjunction
usage. Reverse is true when want to increase the loyalty of existing users
At times we like to see how many of brand-users have used the brand at least x
months during the last 1 year only HHP provides this information
Globally in the presence of both HHP & BHT, always HHP data is used for usership
New, Retained & Lapse user analysis
HHP is a time series data; each panellist is being interviewed every month. This
allows comparison of the brand used in period 1 vs. period 2 at household level (in
both periods this information is verified)
Above can be done at brand level & for any size, pack of the brand
On the contrary in BHT, not only this is based on claimed purchases but also for
identification of new, lapse & retain users this is based on consumers responding for
the period of 1 year, last 6 months, last 3 months which compromises the data
quality
Globally in the presence of both HHP & BHT, always HHP data is used for NRL
analysis
Brand Switching analysis
It is a volumetric measure and can only be calculated based on the analysis of time-
series data available via household level
Brand switching analysis based on HHP provides with 4 sources of volume change,
which are not available via BHT. The sources of volume change are:
new/lapsed market buyer
Increase/ decreased brand purchase
Added/dropped from repertoire
Brand switching
Globally only HHP data is used for brand switching (G&L) analysis
Loyalty analysis & matrix
Loyalty is a multi-facet fact & can be defined from attitudinal & behavioural
perspective
BHT is the best source to define attitudinal loyalty, while HHP is the best source to
define loyalty based on consumer behaviour. While it is expected that the two will
have high/medium correlation, it is not supersizing that attitudinal loyalty does not
always translates into behavioural loyalty. For instance, for a premium brand
typically one would always get very high attitudinal loyalty, which often doesn't
translate into that high volumes hence it is usual to use BHT as a measure for
equity, disposition & use HHP for loyalty
Additionally, there are very few exclusive brand users across the categories &
conjunction users don't divide their spending between the brands equally. So, for
each consumer a matrix could be constructed explaining how it divides volume
between various brands this is only available via HHP
Globally only HHP data is used for Loyalty & Loyalty matrix analysis
Pareto analysis heaviness of consumption
Light, medium & heavy user analysis is only possible via HHP
It actually analyses each consumers interaction with the brand keeping in view all
consumers combined interaction with the brand to tag brand-users as light,
medium or heavy
Heavy user of one brand in HHP can be the heavy user of another brand
Heavy user of one brand can be light/ medium user of the category
In fact, by cross-tabulating the brand & category users one can define the MVC (most valuable
consumers) for the brand
Once users are tagged LMH users of the brand, all kind of analysis, such as, but not
limited to:
% light, medium & heavy users
Their volume/value contribution to the brand
Average spend on the brand & on other brands by these user groups
Loyalty among LMH users, etc.
Muhammad.zubair@foresight.com.pk
(+92-21) 34527402, 34527302,
(+92) 321-2007179