Consumers have changed this year. But getting a handle on what your target audience wanted and needed a few months ago is not enough to make safe assumptions for new product development today. Why? Because they're constantly changing in the face of unprecedented circumstances. And product launch success depends on your ability to keep up.During this workshop, we'll share how crucial agile insights are to making quick decisions to move businesses forward.
This paper presents a case study to illustrate how research based on consumer panels can go beyond its conventional applications in new product performance tracking and market share predictions to facilitate strategic decisions in the area of product portfolio management by offering significant insights into market behaviour and market structure at the aggregate product category level as well as individual brand level. This case study illustrates the use of consumer panel research in making strategic decisions on product portfolio design and management in the toothpaste category at Colgate-Palmolive : India.
The paper is divided into two parts. The first part discusses the factors which will lead advertisers in general, and one advertiser specifically into complementary data sources to the traditional data banks preferred by marketers, or those preferred by the broadcast media. The goal will be to significantly improve target group identification and the evaluation and selection of media. The second part presents the information concept, "Unity of Data", from an integrated data source, which enables advertisers to identify markets and consumers in terms of media habits. A specific category will be presented to demonstrate the complete process. The presenter will also establish the close relationship of this data source to the traditional services employed by advertisers and media. It is not the intent to replace these services which best meet the demands and interests of their respective constituents. The concept of "Unity of Data" is seen as a marketing enhancement to make advertising more accountable.
Not only must we evaluate the national mass appeal channels, but local market channels and potentially the hundreds of special appeal channels. We also, I suggest, need to change our perspective from evaluation of the transmission carrier to the availability and access to our consumer at the front of the set; be that set an entertainment room television, a portable TV or a computer graphic set. While much of the product on the front of the set may not be our traditional "entertainment" programming, if the consumer is spending less time watching your public service or commercial channel, then we had better understand all the competition for "viewing time". Where would advertisers be if we had ignored private labels? Finally, the demographic only approach is no longer totally satisfactory. Larger samples will also be required to expand the evaluation criteria. Once again, on behalf of advertisers, thank you for giving us the opportunity to participate in this feedback. Our business is like a three legged stool. One leg is the consumer with whom we both share a common interest. Another is you, the broadcaster, and the third leg is the advertiser, and our business agent, the agency. If we cannot agree, it will be a most uncomfortable stool. Research is not just for the rating point. It is for the future development of all our businesses.
This paper examines advertiser and agency perspectives on single source data. The authors present a method of evaluating different single source systems based on the informational need for which each service was designed to address. The "focal point" of each system impacts its design and therefore the quality of each data element reported. While both parties share many of the same informational needs (i.e., targeting, media selection), it is likely that the "focal point" of their primary systems would differ. Mr. Godbeer points out that his primary interest as an advertiser is accountability'âthe ability to quantify the sales impact of advertising, consumer and trade promotion. Mr. Philport maintains that the quality of media measurement in single source systems varies by the system's primary purpose. Advertising agencies are most interested in systems with high quality media measurement. Therefore, Young & Rubicam has launched an extensive investigation into the quality and utility of one such media-focused single source system; ScanAmerica. Conclusions from this stage of Y&R's investigation reveal that it is possible to achieve accurate media measurement within a single source panel, and that single source data provide a reliable and different perspective of the value of television vehicles when compared with demographic targets Mr. Godbeer, working with a different set of informational priorities, mentions that it is unlikely that advertisers will support a purely media-focused single source service and that media data, while necessary, will be added-value. He also notes that an ideal single source system would not merely report television viewing behavior, but exposure to all media. Both authors conclude that communication between all interested parties is necessary so that new products are developed to meet the needs of advertisers, agencies and the media
This paper discusses the experiences of a major multi-national country with global branding, in general, and the market research aspects, in particular. It focuses on specific research programs developed to address global marketing issues relevant to existing brands as well as those directed toward the creation and development of new global brands. Specific brand examples for both types of programs and a newly implemented action program are detailed within.
In recognition of past neglect of mature consumers, Colgate-Palmolive is changing its ways. The initial steps have been taken and a continuing program will be maintained. The intent is to enrich the knowledge and understanding of mature consumers, and, therefore, be ready - well before the year 2000 - to cultivate this golden market. Weâll be covering the highlights of the initial phase of our work. Our remarks will cover the following areas: o First, weâll be reviewing some of the assessments weâve made based on a global demographic array of countries. Then, weâll comment on some major changes which occur with ageing. Next, weâll cover the key insights weâve developed about the personal care and household care markets. o To finish up, weâll talk about advertising to mature consumers - our initial learning about what does and does not appeal to consumers over fifty.
The overall objective of this paper is to demonstrate the role and effectiveness of trade attitude research in increasing the awareness and understanding of the manufacturer/trade relationship in order to identify elements upon which the profitable co-operation between retailer and manufacturers can be strategically implemented. Specifically, reference will be made to distribution effects in the toiletries and household goods markets. The paper is primarily based on a recently conducted attitude study, carried out by Gordon Simmons Research Limited for, and in co-ooeration with, Colgate-Palmolive (UK) Limited. The main stage of the study involved a sample of head office buyers, branch management, and back door personnel (i.e. staff responsible for receiving deliveries at the branch) among a selection of top grocery accounts in Great Britain
The paper discusses the reasons why Consumer Panels are among the research techniques considered to be likely to lead in terms of future growth in market research, notably in relation to specialist Panels, increased practical sophistication of data analysis, and in the use of share prediction techniques. The paper goes on to discuss the development of panel prediction techniques from the early experiences of brand share prediction models in the 1960's through to the evolution of simulated market panels designed to maximise the speed with which the repeat purchase potential of a brand is known, whilst minimising expenditure or risk by avoiding putting the product on the open market until its successful potential is confirmed or not. The paper discusses a number of case histories from Sharescale Tests and, in particular, the unique opportunity to relate repeat purchasing to price.
Only a flexible, sophisticated and scientifically based system can give a satisfactory answer all sides can agree to and use as rational guidelines for the future. Colgate- Palmolive utilizes a MMIS to analyse the effect of its marketing-mix and to give medium and long-range sales forecasts. In addition to data processing the main role of this MMIS is to process and evaluate market information. The structure of this MMIS, which has become known in Europe under the name of MARKET, and some of its possible applications will be discussed in the paper "FORSYS/MAVIS and MAR- KET/E. I.S. - forecasting-oriented information systems for use on the operational and strategic levels of decision making" by J.M. Becher. Here, the structure of a multivariate market model is to be described, which Colgate-Palmolive uses to explain and forecast the market for nappies in an European country. This model was constructed with the above mentioned system and is being continuously up-dated.