PRASHANT  SINGH  NIELSEN  INDIA  

OCT  2014  

MAKE  THE  $  WORK  FOR  YOU  

CIM  ANNUAL  CONFERENCE  2014  

RESEARCH  INSIGHTS  FOR  MARKETING  EXECUTION  

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WHO  ARE  WE  MARKETING  TO?  Different  tastes,  Different  habits  Different  ways  of  life  •  We  must  understand  differences,  as  differences  makes  it  easier  to  look  at  opportuniNes  •  Differences  would  also  be  lifestyle  and  interest  based  

•  20  mn  people  

•  3  languages  -­‐  Sinhala,  Tamil  and  English  

•  4  different  religions  

•  Nuclear  families   HOUSEHO

LDS  DU

RABLES  

•  5.2  MM  HH    

•  4.5  MM  TV  

•  3  MM  refrigerator  

•  4  MM  vehicles  (Cars,  vans,  motorbikes,  trishaws)  

PEOPLE  

TECH

NOLO

GY  

•  20  MM  mobile  connecNons  

•  3  MM  internet  users  

•  1.7  MM  Data  Dongles  

LIFE  STA

GE  

•  9%  preschoolers  

•  25%  school-­‐going  

•  15%  GeneraNon  Y  

•  15%  30-­‐39  yr  olds  

•  25%  40-­‐59  yr  olds  

•  11%  ReNred  

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REACH  Right  audience  

Cost  efficiently  deliver  ad  impressions  to  target  

consumers  

RESONANCE  Influence  opinion  

REACTION  Impact  behavior  

How  much  did  we  sell  more  because  of  markeNng?  

 

• At  conscious  and  sub-­‐conscious  level  

• Track  performance  &  impact  media  programming  (real  Nme)  

• IdenNfy  effecNve  ad  content  • OpNmize  exisNng  ad  content  (compression)  

 REVVING  UP  YOUR  MARKETING  MIX!  

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OVERALL  INVESTMENTS  

~30%  IS  WASTED  

$1  TRILLION        globally  a  

year  

$1  TRILLION        globally  a  

year  

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BRINGING  LEARNINGS  ALIVE  THROUGH  NORMS  

 44+  countries  

 

3  Approaches  

172+  brands  

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THE TIME FRAME OF COGNITION

2011 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.

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DID  MY  CAMPAIGN  REACH  THE  DESIRED  AUDIENCE?  •  Reaching  the  desired  audience  is  criNcal,  total  impressions  are  less  

important  

431  

160  100  100  

219  

469  

MATRIMONY  SITE     GENERIC  SITE     JOB  SITE    

DESIRED  AUDIENCE    REACHED    IMPRESSIONS  

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REACH  AUDIENCE  THE  RIGHT  WAY:  KIDS  V/S  TEENS  

KIDS   TEENS  

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ADULTS   KIDS  

CURRENT  PRACTICE   UNCOMMON    SENSE  

TIME  SINCE  MOST  RECENT  GRP  

%  RETEN

TION  

ADULT  MEDIA  EXPOSURE  CAN  AFFORD  LESS  CONTINUITY  

MEDIA  EXPOSURE  18-­‐34  YEARS    

VS.  2-­‐12  YEARS  

 

3X  

ADULTS  VS.  KIDS  

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THE  GENDER  DIVIDE!  

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EFFECTIVE  AD  CONTENT  

Source:  Nielsen    Brand  Effect  Meta  Analysis    

ENTERTAIN    FIRST    

EDUCATE    SECOND  

ATTENTION  

CHOOSING  RIGHT  AD  CONTENT:      CONTEXT  IS  KEY  

EMOTION  

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SHORTER  CAN  NOW  BE  MADE  STRONGER  Find  out  the  most  opNmum  campaign  duraNon  for  your  ad  

SHORTER  CAN  BE  STRONGER  

TV  MEDIA:  NO  MESSAGE  CHANGE  

 

70%  ARE  :30+  SECONDS  

70%  

100   100  

150  

70  

TV  EffecNveness   ROI  Index  

15  Sec  versus  30  Sec    

15  sec   30  sec  Country  India  Time  points:  For  all  m  models  executed  up  Nll  2012  

CURRENT  PRACTICE   UNCOMMON    SENSE  

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ORIGINAL  ~30  sec   NEURO-­‐COMPRESSED  ~11  sec  

IMPROVING  EXISTING  AD  CONTENT  EFFECTIVENESS  

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5  Key  Metrics  (Memorability,  Brand,  Messaging,  Ad  Likeability,  Purchase  Intent)  

Source:  Nielsen  

Ad   Memorability  Brand  

CommunicaSon   Breakthrough  Message  

CommunicaSon   Appeal  

Brand  A  –  Campaign  A   30%   29%   9%   71%   28%  

Brand  A  –  Campaign  B   54%   68%   37%   71%   53%  

Company  Average     41%   47%   19%   66%   46%  

TRACKING  AD  CONTENT  PERFORMANCE  

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MOTHER  BRAND  VS.  EXTENSION  

60%    to  70%    

PARENT  BRAND    MEDIA    SUPPORT    

PARENTS  ARE  MORE  SELFISH  THAN  WE  THINK  

45%  19%  EXTENSION  

TO    PORTFOLIO  

MOTHER  TO    

PORTFOLIO  

Determine  the  cross  brand  halo  impact  and  support  your  new  iniNaNves  well  onto  2nd  year  

CURRENT  PRACTICE   UNCOMMON    SENSE  

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BTL  Synergy  

ATL  

Year  1  Sales  

Year  2  Sales  

5-­‐8%  of  growth  

OF  SPENDS  ARE  SEPARATELY  MANAGED  &  EXECUTED  

80%  

Find  out  which  execuNons  give  you  incremental  volumes  through  synergy  

Country  India  Time  points:  For  all  m  models  executed  up  Nll  2012  

CURRENT  PRACTICE   UNCOMMON    SENSE  

GAIN  INCREMENTAL  GROWTH  THROUGH  SYNERGY  

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51%  

32%  

17%  

below  range  

within  opNmal    range  

above  range  

GRP  spending  paqern  

•  Find  out  the  opNmal  GRP  range  for  your  brand.  •  Neuro-­‐focus  learnings  suggest  only  15%  brands  benefit  from  frequency.  

•  Country  India  

•  Time  points:  For  all  models  executed  unNl  2012  

ROI  decreases  by  invesNng  beyond  point  C  

CURRENT  PRACTICE   UNCOMMON    SENSE  

DID  I  SUPPORT  IT  RIGHT?  

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•  For  brands  that  decline,  ad  support  is  generally  cut  significantly  versus  Year  1  support.  

•  Ideally,  a  new  product  should  be  thought  of  as  “new”  for  two  years  rather  than  one.    

1.06  

0.49  

Up/Stable  brands   Declining  brands  

Ad  spend  raNo  (Year  2/  Year  1)  

Source:  Nielsen  Bases  Meta  analysis  of  560  brands  

SUPPORT  YOUR  INNOVATIONS  

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Online  delivers  highest  ROI  in  Asia-­‐Pacific        

0.60  

1.23  

0.94  

0.54  

0.76  

TV   ONLINE   MAGAZINE   NEWSPAPER   RADIO  

UPLIFT  FOR  EVERY  DOLLAR  SPENT  

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-­‐3.1  

-­‐2.1  

-­‐3.2  

-­‐4.7  

PPE   RPE  

ADVERTISED  BRANDS  NEED  TO  BE  ABLE  TO  HOLD  PRICE  PREMIUM  •  Do  your  adverNsed  brands  command  a  8  –  10%  higher  price  premium?  •  Is  your  promoNonal  price  elasNcity  /  regular  price  elasNcity  >  2?  

100  110  

AdverNsed  brands  

Non-­‐adverNsed  brands  

AVERAGE  PRICE  DIFFERENTIAL  BETWEEN  ADVERTISED  AND  NON-­‐ADVERTISED  BRANDS  

DIFFERENCE  IN  PPE  AND  RPE  BETWEEN  ADVERTISED  AND  NON-­‐ADVERTISED  BRANDS  

AdverNsed  brands  

Non-­‐adverNsed  brands  

PPE:RPE  RaNo  2.2  

PPE:RPE  RaNo  1.0  

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LEVERAGE  THE  3RS  TO  MAKE  THE  RS.  WORK!