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Consumer Analysis

Topic: Marketing Situation Analysis. Consumer Analysis. CDI: Category Development Index, indicating the product category sales potential in a demo group or geo market. Sales Potential Indicators: CDI & BDI = ROI.

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Consumer Analysis

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  1. Topic: Marketing Situation Analysis Consumer Analysis • CDI: Category Development Index, indicating the product category sales potential in a demo group or geo market Sales Potential Indicators: CDI & BDI = ROI • BDI: Brand Development Index, indicating the brand sales potential in a demo group or geo market • 100 = Average >100 Above average < 100 Below average potential • What does BDI of 145 for age group 18-24 mean? If 18-24 has also CDI of 125, what can you say about the consumer segment?

  2. Topic: Marketing Situation Analysis Consumer Analysis Sales Potential Indicators: CDI & BDI = ROI • If you have sales data available by consumer segment: The following definitions apply CDI = % of Persons % of CategorySales / BDI = % of BrandSales / % of Persons

  3. Topic: Marketing Situation Analysis Consumer Analysis Sales Potential Indicators –CDI, BDI • When sales data are NOT available Use the product or brand usage index in ‘D’ column of MRI or SMRB data, defined as: CDI = % of Persons % of CategoryUsers / BDI = % of BrandUsers / % of Persons

  4. Topic: Marketing Situation Analysis Consumer Analysis Sales Potential Indicators –CDI & BDI • MRI Index (in Product Category User report): for a demo group % of All Persons in US % ofAllBrand Users In US = / B column (i.e., Down or Vertical %) = X 100 # of Persons in 18-24 / # of Persons in All ages

  5. Topic: Marketing Situation Analysis Consumer Analysis Sales Potential Indicators –CDI & BDI • MRI Index (in Brand User report): for a demo group % of All Persons in US % ofAllBrand Users In US = / B column (i.e., Down or Vertical %) = X 100 # of Persons in 18-24 / # of Persons in All ages

  6. Topic: Marketing Situation Analysis Consumer Analysis • How Is MRI/Simmons Index used? - Index is an important consideration, but… Does the segment with the highest index have the greatest sales volume potential? • Why or why not? Example: Index Age 18-24 25-34 35-44 % Users 17 18 33 % Pop 13 20 36 Calculation (17/13)X100 (18/20)X100 (33/36)X100 131 90 92

  7. Topic: Marketing Situation Analysis Consumer Analysis • If consumer segments should be analyzed for sales volume potential: ---Use Both User Population Size and Index Weigh UserSize by Index .17 X 131 = 22.3 Volume Potential18-24 = Volume Potential35-44 = .33 X 92 = 30.4 Note: the volume potential above is not actual sales volume but estimated composite weight that takes on meaning only when compared to other composite weights

  8. Topic: Marketing Situation Analysis Consumer Analysis Discussion #2: Use MRI data (new import car buyers/leasers) to identify: • thepotential targets for Corolla (described demographically and geographically), and • what media they tend to use heavily and could thus be included into your media mix: Note: You need to turn in the outcome by the week following this discussion

  9. Topic: Marketing Situation Analysis Consumer Analysis • Identifying potential targets • Identify up to four demographic characteristics that clearly distinguish between good and poor prospects • How? • Look at the index column and see which variable shows the largest amount of difference between the highest index group and the lowest group; pick the top variables (only if the difference is significant, 15 points or more)

  10. Topic: Marketing Situation Analysis Consumer Analysis • For each of the top variables, do the following • identify and rank those (e.g., age, gender, etc.) groups with above average potential • consider also the size of the user population (Projected ‘000 and Percent Down) to see if the segment is likely generate too big a sales volume to ignore • Using what you learned from the above, draw and justify your conclusion as to who are ideal targets.

  11. Topic: Marketing Situation Analysis Consumer Analysis b) what media they tend to use heavily and could thus be included into your media mix • Identify media that are more likely to be used heavily by the defined targets (so, once you identify the target, run the MRI using that target to find the media heavily used by them) • How to find the media ? The tercile and quintile report on the media use by the product or brand users/consumers

  12. Topic: Marketing Situation Analysis Consumer Analysis • Quintile analysis: consumers are divided into five groups of (almost) equal size based on the amount of usage of the medium: Quintile 1 = heaviest usage 20%, Quintile 5 = Least usage 20% • Tercile Analysis: consumers are divided into three groups of (almost) equal size: Tercile 1 = heaviest usage 33% • Look at the index column for different media categories shown (e.g., daily papers, outdoor, TV, etc.) and see in what media your consumers are likely to load heavily on the quintile 1 & 2 or tercile 1 (heavy usage of the medium)

  13. Topic: Marketing Situation Analysis Consumer Analysis • See the handout for new import car buyers/leasers • What media deliver well to the new import car buyers/leasers and should thus be included in your media mix? i.e., what media do your target heavily use? • What media do not deliver efficiently? • You may also use information from Ad Week’s “Marketer’s Guide to Media” to evaluate the delivery of each medium to your target (if described in age or some general demographic characteristics)

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