New user analysis
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New User Analysis Tetra Pak – Milk Pak APM Gauging the brand performance in terms of attracting new user households & how long these brand new users will remain stick to the brand
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New-Retained-Lapse is a regular feature of Foresight Household Panel. Recently, while looking at the data we further thin-sliced the new users of various dairy brands. It is an interesting short analysis to understand the new users in terms of: • How many of the newly attracted users will stick to the brand & how many typically be lapsed • How many of the new users are first time users & how many have returned to the brand
Transcript of New user analysis
New User Analysis Tetra Pak – Milk Pak APM Gauging the brand performance in terms of attracting new user households & how long these brand new users will remain stick to the brand
37% 28%
35%
Lapsed Retained New
Of the total brand trial, 35% are new users, 37% are lapsers & remaining 28% are retainers Let’s zoom-into these ‘New’ users to see what they typically do in the following month …
Base 2 months
Comparing TP-MilkPak APM current-users with the preceding month users …
Based on MAT FEB’13
37% 28%
35%
Lapsed Retained New
Base 2 months
Comparing TP-MilkPak APM current-users with the preceding month users …
Of the new users will continue to use the brand in the next month
Of the new users would have stopped using the brand in the following month
Based on MAT FEB’13
Let’s also understand if the ‘New’ users are ‘First-time’ new users or have returned to the brand after lapsing for some time
37% 28%
35%
Lapsed Retained New
Base 2 months
Comparing TP-MilkPak APM current-users with the preceding month users …
These have not used the brand in the past 12 months
Have used the brand at least 1 month in the past 12 months
Based on MAT FEB’13
Let’s study how is the retention among ‘unique-new-users’ vs. ‘new users who have tried the brand in past’
37% 28%
35%
Lapsed Retained New
Base 2 months
Comparing TP-MilkPak APM current-users with the preceding month users …
These have not used the brand in the past 12 months
Have used the brand at least 1 month in the past 12 months
Will use in the next month
Will not use in the next month
Will use in the next month
Will not use in the next month
Based on MAT FEB’13
New User Analysis Tetra Pak – Olpers APM Gauging the brand performance in terms of attracting new user households & how long these brand new users will remain stick to the brand
33% 35%
31%
Lapsed Retained New
Of the total brand trial, 31% are new users, 33% are lapsers & remaining 35% are retainers Let’s zoom-into these ‘New’ users to see what they typically do in the following month …
Base 2 months
Comparing TP-Olpers APM current-users with the preceding month users …
Based on MAT FEB’13
33% 35%
31%
Lapsed Retained New
Base 2 months
Comparing TP-Olpers APM current-users with the preceding month users …
Of the new users will continue to use the brand in the next month
Of the new users would have stopped using the brand in the following month
Based on MAT FEB’13
Let’s also understand if the ‘New’ users are ‘First-time’ new users or have returned to the brand after lapsing for some time
33% 35%
31%
Lapsed Retained New
Base 2 months
Comparing TP-Olpers APM current-users with the preceding month users …
These have not used the brand in the past 12 months
Have used the brand at least 1 month in the past 12 months
Based on MAT FEB’13
Let’s study how is the retention among ‘unique-new-users’ vs. ‘new users who have tried the brand in past’
33% 35%
31%
Lapsed Retained New
Base 2 months
Comparing TP-Olpers APM current-users with the preceding month users …
These have not used the brand in the past 12 months
Have used the brand at least 1 month in the past 12 months
Will use in the next month
Will not use in the next month
Will use in the next month
Will not use in the next month
Based on MAT FEB’13
New User Analysis Tetra Pak – Haleeb APM Gauging the brand performance in terms of attracting new user households & how long these brand new users will remain stick to the brand
44% 15%
41%
Lapsed Retained New
Of the total brand trial, 41% are new users, 44% are lapsers & remaining 15% are retainers Let’s zoom-into these ‘New’ users to see what they typically do in the following month …
Base 2 months
Comparing TP-Haleeb APM current-users with the preceding month users …
Based on MAT FEB’13
44% 15%
41%
Lapsed Retained New
Base 2 months
Comparing TP-Haleeb APM current-users with the preceding month users …
Of the new users will continue to use the brand in the next month
Of the new users would have stopped using the brand in the following month
Based on MAT FEB’13
Let’s also understand if the ‘New’ users are ‘First-time’ new users or have returned to the brand after lapsing for some time
44% 15%
41%
Lapsed Retained New
Base 2 months
Comparing TP-Haleeb APM current-users with the preceding month users …
These have not used the brand in the past 12 months
Have used the brand at least 1 month in the past 12 months
Based on MAT FEB’13
Let’s study how is the retention among ‘unique-new-users’ vs. ‘new users who have tried the brand in past’
44% 15%
41%
Lapsed Retained New
Base 2 months
Comparing TP-Haleeb APM current-users with the preceding month users …
These have not used the brand in the past 12 months
Have used the brand at least 1 month in the past 12 months
Will use in the next month
Will not use in the next month
Will use in the next month
Will not use in the next month
Based on MAT FEB’13
New User Analysis Tetra Pak – Tarang Gauging the brand performance in terms of attracting new user households & how long these brand new users will remain stick to the brand
28% 44%
28%
Lapsed Retained New
Of the total brand trial, 28% are new users, 28% are lapsers & remaining 44% are retainers Let’s zoom-into these ‘New’ users to see what they typically do in the following month …
Base 2 months
Comparing TP-Tarang current-users with the preceding month users …
Based on MAT FEB’13
28% 44%
28%
Lapsed Retained New
Base 2 months
Comparing TP-Tarang current-users with the preceding month users …
Of the new users will continue to use the brand in the next month
Of the new users would have stopped using the brand in the following month
Based on MAT FEB’13
Let’s also understand if the ‘New’ users are ‘First-time’ new users or have returned to the brand after lapsing for some time
28% 44%
28%
Lapsed Retained New
Base 2 months
Comparing TP-Tarang current-users with the preceding month users …
These have not used the brand in the past 12 months
Have used the brand at least 1 month in the past 12 months
Based on MAT FEB’13
Let’s study how is the retention among ‘unique-new-users’ vs. ‘new users who have tried the brand in past’
28% 44%
28%
Lapsed Retained New
Base 2 months
Comparing TP-Tarang current-users with the preceding month users …
These have not used the brand in the past 12 months
Have used the brand at least 1 month in the past 12 months
Will use in the next month
Will not use in the next month
Will use in the next month
Will not use in the next month
Based on MAT FEB’13
For Further Clarification or Similar Data on Other
Categories Contact us at foresight | research
Foresight Research (Pvt.) Ltd.
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Tel: +92-21-34527302, 34527402
[email protected] www.foresight.com.pk
