2010 Top of Mind Survey - MI and Pro Audio market in Brazil

Histórico

Top of Mind Survey 2010 • 2011

BUYNOW

HistóricoHistórico

1983A research department was created in the group Folha da Manhã. (major newspaper of São Paulo)

The Datafolha is a leading research institute in Brazil

1990 Datafolha begins its research operations

Datafolha research department was chosen to be responsible for the running of ballot counts for the Brazilian presidential elections

1989

1996 The department becomes a separate business entity

Buy now: [email protected]

Histórico

Opinion (poll) division

Market division

Qualitative

Quantitative-Ad Hoc (on order)-Continuous-Media research

Support

Opinion research(editorial content)

Electoral research

Sports statistics

PlanningFieldProcessingData mining and analysisAdministration and IT

HistóricoCurrent structure


5

Identify the Top of Mind brands within each category of musical instruments, audio and lighting equipment among retail professionals of musical

instruments, audio and lighting equipment.

Histórico

Survey Objective 2010/2011


Histórico

more information = better strategies

• Monitor your competitors’ positioning in the market• Find out what product line would perform best in different

scenarios• Over 160 pages of data and graphs• Analyze by product category, by store profile• Analyze brand awareness among high and mid volume stores• Complete report covering the main categories of audio equipment

and musical instruments


The survey

7

Objective

Methodology

Top of Mind and Awareness –Musical instruments - Drums- Strings- Bass- Electric Guitar- Multipurpose amplifier - Cymbals- Harmonica- Acoustic guitar- Amplifiers for guitars and bass- Drum Heads- Keyboards- Digital piano- Wind instruments- Percussion

Histórico

High and mid volume stores were interviewed

The survey

8

Top of Mind and Awareness – Audio and lighting Equipment- Microphone

- Mixer- Speaker- Loud speaker- Lighting- Cables- Power- Effects

Profile of population surveyed- Sex, age, schooling, academic background- Job title- Years of experience in retail of musical instruments, audio and lighting equipment- Years of working in the store

Profile of stores- Number of employees- Monthly sales-Types of equipments sold - Square footage

Histórico


High and mid volume stores were interviewed

The survey

Histórico

Purchase your copy today and get ahead of competition

• Analyze the market fully (manufacturers and distributers)• Discover your competitors’ advantages in the market• Define your positioning for 2011• Redefine, revise your strategies• Be better informed to create competitive strategies• Take full advantage of opportunities in the market• Identify the most interesting niches• PLUS two free hours of consultation with our very own head

of market research regarding the brazilian market

Histórico

Buy now: + 1 514 245-8286

BUYNOW

Histórico

The research report is available in both English

Buy now: + 1 514 245-8286

The research report

Includes a total of 14

categories in MI AND 8 categories

in audio

Histórico

Which means:

Most remembered brand leading brand

Top of Mind + Brand Awareness

(remembering brands) in categories of audio equipment and musical instruments.

Histórico


Histórico

We all have associations to brands

and products in our minds

HistóricoConcept


Histórico

3% 3%

9%

13%

2%

1%

1%

Exemplo de fora do mercado:Concept

Histórico

High brand recognition(Top of Mind|Brand Awareness)

+Business contacts

=More sales

HistóricoConcept


ObjectiveServicesPeoplePoint of saleOrganizationIdeasInstitutional

Physical Qualities

ComponentsQuality of ProductBrandPackagingDesign

After-sale ServiceGuarantees

PsychologicalQualities

ImagePositioning Perceived QualitySatisfactionExpectationsPerceptionsNeeds

+ +=

Concept

Intangible Qualities


Product

Histórico

Products with higher recognition/recollection are more likely to sell more

Exemplo de fora do mercado:HistóricoConcept

Waiter, can you please bring me a

Coke?

0

3.75

7.50

11.25

15.00

1

Histórico

Sample

Buy now: + 1 514 245-8286

The research report



in audio

21Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of MULTIPURPOSE AMPLIFIERS?Base: Total – 255 interviews

Top of Mind vs. Awareness

Top of Mind • Digital Processors

HistóricoEXAMPLE

Behringer

DBX

Alesis

Yamaha

Ciclotron

Outras respostas

Não sabe / nenhuma 28

16

3

4

7

7

351º place

2º place



in audio

Behringer

DBX

Alesis

Yamaha

Ciclotron

Zoom

Digitech

Lexsen

Hot Sound

SKP

Boss

Roland

Oneal

Staner

Others responses

Don’t know/none 28

19

2

2

2

2

2

2

2

3

3

6

12

12

12

47

21Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?Base: Total – 300 interviews

Top of Mind vs. Awareness

Awareness • Digital Processors

HistóricoEXAMPLE



in audio

1º place

2º place

3º place

22

Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?Base: Total – 300 interviews

Top of Mind • Digital Processors

HistóricoEXAMPLE

BrandsMusic Shops Country region

South South east

Centre/North

Northeast

1º

2º

23

Top of Mind

HistóricoDigital Processors

1st Place

2nd Place

BrandsGender Age How long work

in the area

FemaleMale Until #30

btw #30-40

btw #40-50

+50 Less than #5

btw 5-10 +

#10


SAMPLE!

24

Awareness


BrandsMusic Shops Country region

South South east

Centre/North

Northeast

1º place

2º place

3º place


SAMPLE!

25

Awareness


SAMPLE!

BrandsGender Age How long work

in the area

FemaleMale Until #30

btw #30-40

btw #40-50 +50

Less than #5

btw 5-10 + #10


1º place

2º place

3º place

Histórico

Get your copy TODAY and get ahead of competition

• Price: USD 3,240(can be paid in three monthly installments)

PLUS two free hours of consultation with our very own head of

market research regarding the

brazilian market

CALL NOW +1 514 245-8286 or email [email protected]

2010 Top of Mind Survey - MI and Pro Audio market in Brazil

Documents

Transcript of 2010 Top of Mind Survey - MI and Pro Audio market in Brazil