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Transcript of A Knowledge Management System for Bringing Consumers into the Hearts and Minds of our People...
A Knowledge Management System for Bringing Consumers
into the Hearts and Minds of our People
K.S.Srinivasa Murty- Head of Knowledge Management
& B.V. Pradeep - Head of Market Research Hindustan Lever Limited , India
CONSUMER WINDOWSAn Overview
• A program to bring consumers into the hearts & minds of our people
What ?
How ?
Why ?• Changing consumers, so a need for a continuous &
stronger connect with them
• Increasing competition, hence the need for discovering & stimulating latent needs for enabling growth through innovations
• Provide many windows to explore all dimensions of change and their implications
• Develop insightful managers thru consumer immersion
CONSUMER WINDOWSThe Program Outline
Getting to know & understand our consumers
Getting sensitive to what makes consumers tick.
Getting a feel for our consumers
Getting to work alongwith our consumers
GETTING TO KNOW & UNDERSTAND OUR CONSUMERS
• Building Consumer Insights– Strategic Category Consumer
Understanding – Holistic Consumer Understanding
• Leveraging Consumer Insight– CAMERA : Consumer Research KM system– Consumer Connections Workshops
STRATEGIC MR STUDIES - HLL FRAMEWORKCATEGORY CONSUMER UNDERSTANDING
BARRIERS & TRIGGERS
HABITS & ATTITUDES
UNDERSTANDINGTHE
CONSUMER
CURRENTCONSUMER
NEEDS
UNDERSTANDING THE
PRODUCT
NEEDS SEGMENTATION
BRAND EQUITY / ARCHITECTURE
STUDIES
CUSTOMER SATISFACTION STUDIES
DELIGHTING THE CONSUMER
"IDEAL" "NEW DIMENSION'
OBSERVATION STUDIES
SENSORY LINKAGES
WHATS GOOD ___?
SENSORY & CONSUMERPREFERENCE MAPPING
STRATEGIC MR STUDIES - HLL FRAMEWORKHOLISTIC CONSUMER UNDERSTANDING
MEGATRENDS
YOUTH POWER
CONSUMEREMERGING
KINGEMPOWER-MENT OF URBANWOMAN
KIDSPESTER POWER TO DECISION MAKING
PARALLEL / SURROGATECATEGORY STUDIES
CROSS - CATEGORY STUDIES
DISCOVERING UNSTATED NEEDS
NAIVE OBSERVATION STUDIES
Proj 1: SHARE OF TIMEProj 2: SHOPPER STUDY
Proj 3: URBAN YOUNG WOMANProj 4: URBAN WORKING WOMANProj 5: URBAN ELITE
Proect : 6
* U/S KIDS * KID SIGHT PANEL
Project : 7
YOUTH TRENDS
Project : 8
LOW INCOME CONSUMER
RURALEL DORADO
EMERGINGCONSUMER NEEDS
KNOWLEDGE MANAGEMENT IN MR
It is Sharing Consumer information, learnings & best practices across relevant teams / networks.
By developing, implementing & maintaining infrastructure in the area of following aspects
Systems - Hardware & Software : Enabler
Organisational Structures : Who will do it ?
Processes : How will it be done ?
STAGE 2 : CONSOLIDATION OF KEY FINDINGS
KNOWLEDGE MANAGEMENT IN MR
STAGE 1 : SHARING INFORMATION
- Capturing electronically-all consumer information (MR Reports / Summaries )
- "How to do" guidelines-Structured database & network for quick access.
STAGE 3 : DISTILLING LEARNINGS & RELATIONSHIPS
-Codify & classify knowledge to draw insights
Two approaches
- Case Studies based approach : What works & what does not
( E.g. Ad Case Studies, LUP etc )-Quantifying relationships : What drives what ?
( E.g. Product test database )
- DOCKETS : Capture Summarized learning
Type 1 : CATEGORY DOCKETSType 2 : THEME DOCKETS (Health & hygiene, packaging
etc.)Type 3 : CONSUMER SEGMENT DOCKETS ( Youth, kids, rural
etc.)
CAMERAWhat is it ?
A Market Research website which allows users to
access every single piece of Consumer Research
data available to Hindustan Lever Limited through
a single window. This access to the information is
provided quickly and in a structured manner.
PRINCIPLES
• Help build knowledge and expertise among those involved in market research , marketing and research
• Build successful communication across conventional boundaries
• Provide resource for learning about MR methodologies
• Develop a richer corporate knowledge of consumer understanding
Better understand and assimilate the company’s knowledge of the Consumer
THE DEVELOPMENT PROCESS
• All MR researches since 1998 (1760) have been summarised and structured in standard sections allowing for consistency in presentation across researches
• All category knowledge synthesized into a structured DOCKET– Covers 12 categories across HPC & F&B– Key learning's from strategic category researches of the
past years incorporated– Continuous updation to keep it up-to-date
• Database of research instruments used in all MR projects collated and compiled in easy to read formats
• Strategic and Holistic researches for all categories conducted according to the HLL FRAMEWORK
Not simply an IT project , but a new way of working for MR
MR ORGANISATION STRUCTURE FOR KM
STAGES OF OUTPUT RESPONSIBILITY KNOWLEDGE MGT
1. Sharing Information - Reports MR Mgr. + 3P Agency
- Summaries - Guidelines
2. Consolidation of Findings - DOCKETS
* Category Category MR Manager * Theme Theme Champions * Segment Consumer Segment Mgrs.
3.Distilling Learnings * Analysis of Technique Custodians Case Studies
Syntheses Learning - now a part of MR Mangers Work Plan
GETTING A FEEL FOR OUR CONSUMERS
• One-to-One– Each manager specifies the type of
consumer he is interested in and gets to meet them at the consumer homes
• Soap-box– Managers can participate in regular
theme-based consumer focus group discussions at the five “Consumer Centres”
• Consumer Empathy – Listening and talking to consumers, as
part of regular Market Research studies
Objectives
• Verify & refine understanding of consumer
– Habits & practices– Product usage conditions– Use & abuse of products– Beliefs & attitudes– Barriers to change
• Understand their lifestyle, aspirations & concerns
• To pick-up consumer vocabulary
• To understand reasons for using Competition Products
DIRECT CONSUMER CONTACT : PROJECT CONSUMER ACCESS
SUPPORT
SOAP BOX • Guidelines for the ProcessConsumer Centre
with one way • Process Facilitator mirror
ONE TO ONE • Guidelines for Consumer Audio, Video Dialogue recording Photography
• A Consumer Interface Contact
EMPATHY• Programme Schedule Project details
THE INITIATION PROCESS
VISIT PROTOCOLA “Researcher” IdentityDo’s & Don’ts - unspoken boundaries
SHARPEN OBSERVATIONHabitual unconscious behaviour patternThe typically “A TYPICAL”
SKILL ENHANCEMENTNon-threatening presenceListening modeInquisitive conversational style
CONSUMER ACCESS
ONE TO ONEHom e/shopping visits
SOAP BOXParticipative
Consum er Groups
EMPATHYOn-going MR
CONSUMER
CLINICS
TO BUSINESSDEVELOP CONCEPTS
DATABASE
FEEDBACKConsum er Contact: PAD
Consum er Interface TeamOrganise visits/participation
Consum er Contact: Brief
Feel The Pulse
A. Observing “First time” Reactions to Products• Soap usage for a non-soap user• Observe Relaunch ‘Brand’ trial by target respondents• Understanding ‘Beauty’ using on the spot experience cues
B. Understanding through Observation• Tea making : vessel, ingredients, tea leaves addition vis-à-vis
water, liquid condition, manner of serving• On the spot oral care early morning routine observation• Hygiene/cleanliness factor : extent of ‘hands’ cleaning pre-meals
C. Understanding Context & Actual Products Used• Washing + personal care product storage condition checks• “Bathing” area, in-home / community centres, water handling &
usage• Pick up of prepared ‘tea’ for analysis
D. Firsthand Experiencing of Demo Impact• Glow-germ demo evaluation
DIRECT CONSUMER CONTACT“Enriching Consumer Understanding”
GETTING TO WORK ALONG WITH OUR CONSUMERS
• Marketing, R&D and MR Manager, talk and work with consumers to build and evaluate concepts, advertising and product ideas
• Useful for fine-tuning and refining existing products
• Key techniques– Consumer clinics– Sequential recycling.
GETTING SENSITIVE TO WHAT MAKES CONSUMERS TICK
• Program for facilitating interaction of our managers with practitioners who are in touch with consumers and have successfully applied it in businesses to drive growth
• Will enable our managers to look at new ways of developing & leveraging Consumer Insight
Consumer Sensitivity through Experts - SENSEX
How do we get
Competitive Advantage
from
Consumer Insight ?
Competitive Advantagecomesonly by
Delighting / surprisingthe consumer
WHAT IS “CONSUMER CONNECTIONS” ?
* An approach to build bridges between : Consumer Insights & Business ambitions
* PROCESS : - Typically, a 5 stage process - 30 Multifunctional & cross-categories
participants (Marketing, Market Research, advertising
Agencies, R&D & Supply Chain
Stage 1 : Defining the Task - The Business / Marketing head identifies 3
specific task / goods to be achieved in next 2/3 years
Stage 2 : Access Consumer Knowledge - Sharing of coherent dockets (& or presentations
) on distilled “Consumer Understanding”
Stage 3 : Obtaining “Consumer feel” “Consumer home visits” are organized for all
participants
Stage 4 : Catching up on Technology trends - Presentations on : State of the play” in technology
and supply side variables
Stage 5 : Building the bridges - Groups ideate, to : link consumer & technical
insights” to the “Business Problems
OUTPUT : A short list of CONSUMER RELEVANT IDEAS
WHAT IS “CONSUMER CONNECTIONS” ?
CAMERA ACCESS IN-TOUCH SENSEX
Strategic Direct Consumer Working with SensitivityResearches Contact Consumer Experts
Insightful Observations
Consumer connections Workshops
Innovation Communication Activation Ideas Ideas Ideas
KM IN CONSUMER UNDERSTANDINGCompetitive Advantage from Consumer Insight
AREA 1 : Price - Value Delivery
Consumer Insights Business Response
1. 51% of Consumers use a bathing
soap for hairwash, as well (Habit is both in Urban &
Rural areas)
A "Hair & body" soap which woulddeliver superior hair wash
benefits, as well.
2. Low Income Consumer are infrequent users of soap due
to high unit price
A low unit price soap pellet (1 Re for 8
gms) -"One pellet for one bath"
conceptAimed at enhancing no. of
bathingoccasions facilitated by
affordability
3. Consumers of popular / Discount brand aspire for better
aesthetics but large apparent
size is still a key preference driver
Better appearance (Colour & Texture)
with bigger apparent size( at nearly
the same price)
CONSUMER INSIGHTS - SKIN CARE
AREA 1 : Delivering Price - Value
Consumer Insights Business Response
1. "Neem" - a natural ingredient
seen as strong on "germ-kill &
health" benefits (especially strong in lower SEC)
A low cost emollient cream with Neem, positioned on health
benefitfor family protection
2. Incidence of sweat problems
very high. However current deodorant solutions not within reach
Low cost Deo mix for converting non-users developed
5 gm stick launched.
CONSUMER INSIGHTS - SKIN CARE
AREA 2 : Enhancing Quality of Life
Consumer Insights Business Response
1. The top three areas of High Concern & High incidence that emerged from the Skin Care H & A study - Fairness - Dry Skin - Oily skin
* A Toilet soap which provides the
higher order benefits of
- Sun Screen - Moisturising benefits.
CONSUMER INSIGHTS - SKIN CARE
AREA 3 : Anticipating Consumer Needs
Consumer Insights Business Response
1. Dark wrinkles under the eyes
- High incidence (22%) & High concern(50%) - No real solutions available
Launched "under-eye cream"
2. Facial treatment a key activity (31% of beauty parlour
visitors)
3. Oily facial skin, high incidence (25%) & concern (40%)
4. Pimples : - High incidence (25%)
- High concern (45%)
Self healing mask for a weekly facial at home
Oil control : Cleaning Pads
Acne pads
CONSUMER INSIGHTS - SKIN CARE
INDICATORS OF SUCCESS
* Consumer Understanding & Assimilation
(a) CAMERA Usage - No. of Managers accessing CAMERA each month
- No. of visits to a site per Manager - Time spent on CAMERA - No. of Mgrs / visits to cross-category
information on site
(b) Learning & Synthesis - No. of DOCKETS created.
* Leveraging Consumer Understanding
- No. of Categories / Brands for which “Consumer Connections” workshops have been held
* Enhancing “Consumer feel” - Direct Consumer Contact Program
* No. of Managers participating in DCC * No. of Consumer Home Visits * No. of Managers repeating visits * No. of Managers who are “First timers” * No. & quality of feedback from DCC * Sensex program - (Expert talks) - Sessions Feedback - No. of Managers attending.
INDICATORS OF SUCCESS
Getting to know &
understand our
consumers
STATUS AS OF DEC 2001
• 21 CC workshops• 141 category/theme
DOCKETS created
Getting a feel for
our consumers
• 1668 managers have visited 7746 homes
• 556 Soap Boxes with 445 managers involved
Getting to work
alongwith our
consumers
• 26 Consumer Clinics
• 54 Sequential Recycling Sessions
• 7 Sessions conducted. (“Youth” through the eyes of MTV, RURAL Consumer - Experiential Learning etc.)
Getting sensitive to what makes
consumers tick
KNOWLEDGE PROCESSES IN OUR CONSUMER WINDOWS PROGRAM
Focus on new knowledge
Focus on existing knowledge
Process focus
Content focus
1. L
ocat
ing
and
Captu
ring
2.
Shar
ing
3. Cre
atin
g
CAM
ERA
CONSU
MER
CONNEC
TION
WORKSH
OPS
New insights about the market are generated by combining the result of different market studies
KNOWLEDGE PROCESSES IN OUR CONSUMER WINDOWS PROGRAM
Marketing
Process
Examples
An experienced marketer increases the group knowledge by giving a speech to young members about his wealth of experience
A young marketer learns the Unilever marketing procedures and starts to improve his way of working
A team of marketers works closely together with a group of consumer to gain knowledge about their buying behaviour
Combination InternalizationSocializationExternalization
KNOWLEDGE MANAGEMENTOUR LEARNINGS
People issues need addressing
• Need to communicate KM benefits to all involved & specify their role
• Create clear organisational structure to address each element of the KM cycle (creation, distillation, & sharing)– Clearly identify champions for each section
• KM doesn't come free, demand resources & time : Plan for it up front
• Formal recognition & reward system required (E.g. Docket on MR Manager’s MBOs, ”Best Docket” award etc)
• People hate leaving behind dockets which reveal all the sins they committed - Unless encouraged to do so
• KM - not seen as “Value adding” - as it adds value to somebody else
KNOWLEDGE MANAGEMENTOUR LEARNINGS
Systems & Processes
• Build KM Systems around business processes & day to day activities (E.g. “Impact Model” used in CAMERA)
• Don’t wait for all elements to be perfect & ready- Improve as you go along
• Obtain regular feedback from users to ensure system improvements are in line with expectations
• Useful to Brand KM initiatives
• IT is a powerful enabler - leverage IT !
• KM - at times may be seen as bureaucratic - watch out