全新3D 角度看待消费者

全新3D角度看待消费群品牌关系来自传立隶属的WPP的专有工具BRANDZ生活态度来自futura.com的调研媒介接触习惯来自中国媒介市场调研3D3D有什么特别的呢?•我们相信,3D能够带来策略计划和执行策略计划上的突破,基于其为有效计划所设计的深入消费群理解三个角度•明确最有价值的(利润率高)的消费群以及他们和品牌的关系,即,谁是忠诚的,谁不是,为什么?•详细了解他们的日常活动行为,态度,动机和信仰•有机结合媒介接触习惯3D是如何工作的呢?•方式方法在国与国之间略微有些差别,取决于TGI的可行性或者类似的调研•有TGI调研国家,被受访者再次接受3D组的再访问,以保证数据的一致性•无TGI调研的国家,将TGI核心问卷加入,以保证完整性说说BRANDZ™先•WPP的专属调研工具,概念发展来自MillwardBrown•涵盖27个国家,用于评估品牌强势弱势,同时帮助判断市场占有率未来变化•今天重点介绍BRANDZ分析的第一步,即品牌金字塔典型的快速消费品的Brandz金字塔71%52%49%37%9%BondingAdvantagePerformanceRelevancePresence每一个3D受访者都有其在金字塔中的位置,取决与他们和品牌的关系,并量化呈现他们的关系.BRANDZ™金字塔Isthebrandtopofmind?Haveyouexperiencedit?Doyouhaveanopinionaboutit?PresenceBRANDZ™金字塔PresenceRelevanceCanitmeetyourneeds?Wouldyouwanttobeseenusingit?Isitintherightpricebracket?不是每个人都能持续向上顺移的BRANDZ™金字塔Canitdeliver?PresenceRelevancePerformanceIsitgoodenoughon2/3specificaspects?BRANDZ™金字塔PresenceRelevancePerformanceAdvantageAcceptablepricingIt’sdifferentfromtherestTrendsettingDoyouthinkitworksbetterthanitscompetitors?BRANDZ™金字塔PresenceRelevancePerformanceAdvantageBondingHowmanyotherbrandsdoyoufeelthesameabout?DoIhaveanemotionalattachmenttothisbrand?最终Bonding代表品牌已经拥有了绝对的竞争优势金字塔尖上的消费群的重要性PresenceRelevancePerformanceAdvantageBonding高花费(价值)占有率在品牌所在类别低花费(价值)占有率在品牌所在类别关于futura.com或者其替代的调研•目的就是要了解目前的社会变化以及该变化在媒介的影响,以及,新科技对消费者行为和观念上的作用THEJUGGLERS-压力下的生活-没有时间-积极同时现实-时尚敏感度-对妇女仍然有偏见,尤其是有孩子的职业女性THECONSERVATIVES-传统的观念和生活方式-IT弱智群-电视的轻度使用者-英国而非欧洲-社会活动活跃,尤其是俱乐部,博物馆,餐馆-年纪大富裕品牌关系来自传立隶属的WPP的专有工具BRANDZ生活态度来自futura.com的调研媒介接触习惯来自中国媒介市场调研雀巢咖啡Nescafé金字塔Source:MindShare3D,adultsPresenceRelevancePerformanceAdvantageBonding82.1%72.3%69.3%58.5%15.8%Nescafé&MaxwellHouseNescaféMaxwellHouseSource:MindShare3D,adultsPresenceRelevancePerformanceAdvantageBonding82.1%72.3%69.3%58.5%15.8%97.1%53%49.3%32.6%2.5%Nescafé&MaxwellHouseNescaféMaxwellHouseSource:MindShare3D,adultsPresenceRelevancePerformanceAdvantageBonding82.1%72.3%69.3%58.5%15.8%97.1%53%49.3%32.6%2.5%88%96%84%27%55%93%66%8%NescaféGoldBlend金字塔Source:MindShare3D,AdultsPresenceRelevancePerformanceAdvantageBonding67.5%52.3%50.8%39.2%7.1%NescaféGoldBlend&KencoNescaféGoldBlendKencoSource:MindShare3D,adultsPresenceRelevancePerformanceAdvantageBonding67.5%52.3%50.8%39.2%7.1%56.7%44.3%42.7%31.9%5.7%77%97%77%18%78%96%75%18%IdentifyingGrowthPotentialSource:MindShare3D,adultsPresenceRelevancePerformanceAdvantageBonding67.5%52.3%50.8%39.2%7.1%ReadyBlendsNescaféGoldBlend金字塔那麽他们到底是谁呢?HowDo‘ReadyBlends’DifferFromBonded?BondedReadyBlendsMen100101Women1009915-24589425-347810035-441288445-549111355-6413310765+115105MedianAge4946AB125115C1107100C27189DE9797ChildreninH/H79100GroceryStoreAffinityBondedReadyBlendsAsda159112Marks&Spencer131147Sainsbury’s149106Tesco154105Indexvs.‘Bonded’StorecustomersBondedGoldBlendhaveastrongeraffinitywithretailers15%thinktimespentgroceryshoppingis‘quality’time他们到底怎么想的?MindsetBondedReadyBlendsMydietmainlyvegetarian166Trytotake1holabroad/yr127Lookingforwardtoserv’slikehomeshopping147Extrasectionsmakepapermoreinteresting124Readfoodlabelstoseeadditives132Oftenbuyanewbrandtoseewhatit’slike119Trytokeepupwithtechnologicaldev’s132Liketostandoutinacrowd115DecidewhatIwantbeforeweeklyshop122Reallyenjoyshoppingforclothes109典型的消费群小心翼翼的一群媒介接触习惯HowDoTheirMediaHabitsDiffer?BondedReadyBlendsITVHeavy8569Heav/Med12097Medium9999Light100111Channel4Heavy12392Medium9297Light98104CommercialRadioHeavy10898Medium80113Light95107GeneralMagazinesHeavy127102Medium80107Light9699Women’sMagazinesHeavy83120(basewomen)Medium104115Light12684HowDoTheirMediaHabitsDiffer?Thereareidentifiabledifferencesinmediaconsumption-patternsthatcouldbeexploitedBondedReadyBlendsNewspapersHeavy65123Medium11694Light101104PosterExposureHeavy118114Medium10095Light7390CinemaHeavy62115Medium13396Light85109TVProgrammePreferencesReadyBlendsQuestionTime134Dispatches133MenBehavingBadly128Newsnight125Channel4News125BBCNineO’ClockNews121TheSimpsons119FoodandDrink119FatherTed119WishYouWereHere115SpeciallychosetowatchSummaryoftheReadyBlends•稍稍年轻/倾向有孩子•不喜欢食品杂货店消费•典型的消费群•电视以外媒介的使用高与平均值还能再了解多些吗?ReadyBlendsbysocialgroupReadyBlendsUnderclass82Ambitious103Conservatives115Stoics83Progressives111Marooned89Jugglers107ReadyBlends接下来•该定媒介策略了…•以及•媒介执行计划...