BRAND
HEALTHTRACKING
TRACKING IN
BRAND
HEALTH
in
100+MARKETS
MARKETS
100+
Why do we need Brand Health Tracking?
2
What is in it for you?
Company:
•
One research agency
•
Cooperation one research agency
& one software platform supplier
•
Embedding
3
Why take a Global Approach?
•
Global consistency
•
Multi country comparison possibilities
•
One single supplier which meets Heineken standards
•
Simple and easy to understand
•
Incorporated within the planning cycle (Brand Plans) and
appraisal system
•
Delivers value for money
4
Why take a Global Approach?
ONE version of the truth
5
Evaluation Equity Methods: Common Brand equity drivers already present within Heineken approach
•
•
Is Tracking Framework up to date?
Driver
•
Suppliers
Perceived quality
•
Marketing Literature
Differentiation
Statistical Modelling to evaluate
equity drivers
Relevance
Innovativeness
Price-Quality relation
Trust
•
Evaluation feedback Heineken
Status
Markets and Stakeholders
Personality fit
6
Brand Health Tracking fits Corporate Strategies
1
WIN IN PREMIUM,
LED BY HEINEKEN®
Heineken / Premium,
Covered everywhere
2
SHAPE THE CIDER
CATEGORY
Cider category
measured
3
LEAD BY COOL MARKETING
& INNOVATION
4
BE COMMERCIALLY
ASSERTIVE
5
DRIVE END2END
PRODUCTIVITY
6
BREW A BETTER WORLD
Best marketeers
One Gobal Supplier,
One Global tool
Understanding consumers
and our brands
KPI’s for management
7
Markets live
100
100
90
78
80
71
70
63
60
52
48
50
38
40
28
30
20
13
10
6
0
Apr/13
May/13
Jun/13
Jul/13
Aug/13
8
Sep/13
Oct/13
Nov/13
Dec/13
Jan/14
Focus points
Quality
Consistency
Analytics
Data visualisation
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Quality
•  Design:
•  Clear and agreed requirements
•  Allow for proper global set-up
•  Users see dashboards they realy need to see
•  Relevant information
•  Proper performance
•  Data quality checks
•  Automate loads processes
•  Triple check system
Consistency
•
Project protocols
•
Closed circuit DP
•
TNS operations protocols
•
Regional operations coordination
•
Global monitoring deliverables
•
Enforcing a global questionnaire with global brands
•
•
•
•
Align stakeholders
Meaningful standardization
Linking brand / codes
Uniform standards
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Strong global infrastructure
Global HUB
Amsterdam
Heineken
International
5 REGIONAL OPERATIONAL HUBS
Europe
Africa &
Middle East
Asia Pacific
North
America
Local TNS Client Service Teams
Local Heineken CMI managers
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South & Central
America
Embedded Analytics
•  The basics
•  Intuitive pivoting
•  Intuitive selections
•  Easy custom rule-based selector
•  Default analytics e.g. include
•
•
•
•
•
•
Counts and percentages
Avg, Std Dev, Std Err
Multiple weights
Significance testing
Proper time series
Benchmarking
•  Automated Exception analysis for multiple variables (MT
BrandReporter)
•  Variable model to be tuned by the customer
•  Mutli models available (category, brand, etc)
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Data visualisation
“It’s not about the data, but about the story behind it”
•
•
•
100% flexibility to build and design
your own reports and dashboards
User interactive charts and tables,
without the need for a plug-in
Many formatting options (rulebased,
conditional), for e.g. sig testing
•  Color coded table cells
•  Adaptive charts
•  Consistent brand colors
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Result
•  Up-to-date
•  100 country system
•  75+ key dashboards
•  2500+ brands
•  comparable around the
globe
•  800+ users
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Onequity Platform
MarketingTracker Reporting & Analysis
ONEquity
100 countries
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Onequity Platform
MarketingTracker Reporting & Analysis
ONEquity
100 countries
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Key success factors
•
C-Level Endorsement
•
Communication
•
Global On-Site trainings
•
One way of data-analysis
•
Feedback
•
Research Agency with a strong infrastructure
•
Monitoring progress / issues
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Business Benefits Delivered
•
Global Brands Example:
•
Sharper positioning
•
Priorization marketing activities
•
•
Refocusing communication messages
•
Clear trial and regular usage goals
Several millions euros spent dedicated and focused
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BASICS IN PLACE IS A CONDITION TO BECOME
A STRATEGIC FORESIGHT ORGANIZATION
MARKET RESEARCH AS
"ORDER TAKERS"
MARKET RESEARCH AS STRATEGIC
FORESIGHT ORGANIZATION
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3 STRATEGIC INSIGHTS
ORGANIZATION
2
1
TRADITIONAL MARKET
RESEARCH
•
•
•
•
BUSINESS
CONTRIBUTORS
•  Stronger consumer focus
mandate by senior execs
Little access to senior execs
•
Mix has strategic focus
Mix skewed toward tactical
•  Influence encouraged to
Little involvement
extend outside marketing
outside marketing
•  Focused on individual
Focused on hindsight
insights
•  Senior execs
consumer-focused
•  Influence extending
outside marketing
•  Growing knowledge
base
•  Focused on
synthesized insights
across sources
INSIGHTS AS A
COMPETITIVE
ADVANTAGE
•  Strategic research
priority
•  Involved across
functions
•  Able to build knowledge
base to become a
learning organization
•  Focused on foresight/
prediction across
sources
90% of benchmarked companies are clustered in
buckets one and two
Source: BCG benchmarking study; Press searches; Company web sites; Analyst reports
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