How holistic is your approach to making decisions on the most important marketing lever?
90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
90% of people in Asia want brands to do something about the issues they care about. But what do they care about? And what exactly do they want brands to do? Let us tell you more.
Getting the right pricing strategy is very critical for CPG companies - more so in the alcoholic beverages (AlcoBev) category in India, because AlcoBev is a highly regulated industry subject to high taxes coupled with restrictions on distribution and mass media communications. This renders it very price sensitive and highly competitive. At Diageo India, we have developed an integrated brand pricing framework that encompasses the following dimensions: (i) consumers' current sensitivity to brand price; (ii) behavioural equity measure (total $ value that is the sum of functional and emotional benefits provided to the consumer by the brand, over and above price); and (iii) drivers of equity. This holistic framework enables maneuvering pricing in the market for the short-term while getting the right balance between price and total brand value, as perceived by consumers in the longer run and also driving actionability in terms of building up equity.
Watch the latest episode of Brands Connect as Coca-Cola and United Healthcare discuss around the headline topic: Can we really predict the future? Should we?
Exploring the creation of data-driven buyer personas combining psychographic and demographic data to know who speaks about them.
Exploring the creation of data-driven buyer personas combining psychographic and demographic data to know who speaks about them.
The Emerging Markets house the bulk of human populace, with China and India alone accounting for about 30% of the world's population. As these markets have developed and per capita income has risen in many of these countries, they have become growth engines for global consumer companies. For example China's per capita incomes tripled in nominal terms in the 1990s and India followed suit with its per capita income tripling between 2002 and 2011. The middle income group or the aspirational classes grew by about 67% in numbers, in India and China, in the first decade of this century. Large CPG multinationals reported 37% - 57% of their sales from emerging markets in 2012, and this percentage is growing.
This paper describes Coca-Cola's Real-Time Intelligence platform, built together with the System 1 Market Research agency BrainJuicer and brand consultants Talk Inc. Through this initiative, Coca-Cola gained access to real-time insights into its consumers' engagement with the brand, to anticipate and quickly act on opportunities, positively impacting Coca-Cola equity. The platform, initially developed for the World Cup 2014, is now a reality within Coke and perhaps the richest legacy left by the event. This case proposes an important question to all marketers: How ready are we to face the new reality of empowered consumers wielding the power of technology and media to produce unprecedented velocity of brand interactions? Real-time intelligence is essential for this new reality.
Based on a real-life case study, this paper demonstrates an approach combining online research with several other data sources to address a client business issue. The frame includes an online survey, qualitative research, retail panel data and consumer panel data to deliver strategic brand management consultancy. It evaluates how consumers make decisions and their brand equity and shopping style within market category dynamics to provide a holistic solution to growth opportunities. As the findings have already been implemented, the impact of recommendations from this approach will be assessed.