BRAND HEALTH TRACKING IN 100+ MARKETS

BRAND HEALTH TRACKING in 100+ MARKETS

Why do we need Brand Health Tracking?

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What is in it for you?

Company: •  One research agency •  Cooperation one research agency

& one software platform supplier •  Embedding

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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

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Why take a Global Approach?

ONE version of the truth

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Evaluation Equity Methods: Common Brand equity drivers already present within Heineken approach

•  Is Tracking Framework up to date? •  Suppliers •  Marketing Literature

•  Statistical Modelling to evaluate equity drivers

•  Evaluation feedback Heineken Markets and Stakeholders

Driver

Perceived quality

Differentiation

Relevance

Innovativeness

Price-Quality relation

Trust

Status

Personality fit

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Brand Health Tracking fits Corporate Strategies

Best marketeers

Cider category measured

Heineken / Premium, Covered everywhere

One Gobal Supplier,

One Global tool

Understanding consumers and our brands

KPI’s for management

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1 WIN IN PREMIUM, LED BY HEINEKEN®

2 SHAPE THE CIDER CATEGORY

3 LEAD BY COOL MARKETING& INNOVATION

BE COMMERCIALLY ASSERTIVE 4

5DRIVE END2END PRODUCTIVITY

6 BREW A BETTER WORLD

Markets live

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Focus points

Quality Consistency

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Analytics Data visualisation

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

Europe Africa & Middle East Asia Pacific North

America South & Central

America

5 REGIONAL OPERATIONAL HUBS

Global HUB Amsterdam

Heineken International

Local TNS Client Service Teams

Local Heineken CMI managers

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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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•  Little access to senior execs •  Mix skewed toward tactical •  Little involvement

outside marketing •  Focused on hindsight

TRADITIONAL MARKET

RESEARCH

2 BUSINESS CONTRIBUTORS

•  Stronger consumer focus mandate by senior execs

•  Mix has strategic focus •  Influence encouraged to

extend outside marketing •  Focused on individual

insights

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STRATEGIC INSIGHTS ORGANIZATION

•  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

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BASICS IN PLACE IS A CONDITION TO BECOME A STRATEGIC FORESIGHT ORGANIZATION

MARKET RESEARCH AS STRATEGIC FORESIGHT ORGANIZATION

MARKET RESEARCH AS "ORDER TAKERS"

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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