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RESEARCH TOOLS SUPPORTING BTL OPERATIONS

RESEARCH TOOLS SUPPORTING BTL OPERATIONS. COMMON CLIENT QUESTIONS. WHICH PROMOTION MECHANISM IS BEST?. WAS MY PROMOTION IN THE FIELD CARRIED OUT PROPERLY?. WILL THIS MECHANISM REACH MY TARGET GROUP?. WAS MY PROMOTION NOTICED?. DID THE PROMOTION CHANGE THE BRAND’S IMAGE?.

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RESEARCH TOOLS SUPPORTING BTL OPERATIONS

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  1. RESEARCH TOOLS SUPPORTING BTL OPERATIONS

  2. COMMON CLIENT QUESTIONS WHICH PROMOTION MECHANISM IS BEST? WAS MY PROMOTION IN THE FIELD CARRIED OUT PROPERLY? WILL THIS MECHANISM REACH MY TARGET GROUP? WAS MY PROMOTION NOTICED? DID THE PROMOTION CHANGE THE BRAND’S IMAGE? ARE MY PRODUCTS PURCHASED AFTER THE PROMOTION HAS ENDED? WHICH INCENTIVES WORK BEST? HOW DO CONSUMERS RATE MY PROMOTION? HOW MANY NEW CLIENTS HAVE I GAINED?

  3. PROMOSCOP PENTOR PC PENTOR SPA CATEGORIZING QUESTIONS QUESTIONS ABOUT REACTION TO PROMOTION DURING AND AFTER CAMPAIGN QUESTIONS ABOUT EFFECTIVENESS OF MECHANISM QUESTIONS ABOUT QUALITY OF PROMOTION IN THE FIELD BTL STAGES CREATION AND CHOICE OF MECHANISM CONSUMER REACTIONS AND IMPACT ON FUTURE IN THE FIELD DECISION

  4. PRODUCT DESCRIPTION • NAME: FRODO • BRAND: LORD OF THE RINGS • CATEGORY: MOVIE CHARACTER • TARGET GROUP: CINEMA FREAKS • MARKET SHARE: 80%

  5. PROMOSCOP

  6. PROMOSCOP • This technique is used for pre-testing promotion mechanisms • this technique assesses the impact of the promotion on customer number, i.e. expected increase in sales • this technique also identifies inflow directions, i.e. from what brands the new consumers had come from • this technique is rounded out by identifying changes in brand imagery brought about by the message conveyed by the promotion

  7. PROMOSCOP - TECHNIQUE DETAILS • Direct impact on sales in measured by consumer buying decisions at a simulated store shelf • the respondents reveal their buying decisions at a simulated store shelf, typically with 5 products with price and weight tags • the products (including promoted product) should come from the same “shelf”, and should be direct competitors • every respondent declares which of the products he/she would buy, and how many packs

  8. GANDALF LEGOLAS SARUMAN ARAGORN FRODO 560 ZŁ 610 ZŁ 580 ZŁ 620 ZŁ 590 ZŁ PROMOSCOP - TECHNIQUE DETAILSTAKE 1 BUYING INTENTIONS ARE MEASURED: - „MY FIRST PICK” - „MY SECOND PICK” - „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE”

  9. GANDALF LEGOLAS SARUMAN ARAGORN FRODO 610 ZŁ 580 ZŁ 620 ZŁ 590 ZŁ 560 ZŁ PROMOSCOP - TECHNIQUE DETAILSTAKE 2 BUYING INTENTIONS ARE MEASURED with promotion included: - „MY FIRST PICK” - „MY SECOND PICK” - „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE” PROMOTION

  10. BUYING INTENTIONS ARE MEASURED with promotion included: - „MY FIRST PICK” - „MY SECOND PICK” - „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE” drawn prizes PROMOTION leitmotif communication Date of sending coupons GANDALF LEGOLAS SARUMAN ARAGORN FRODO Guarantied prizes 610 ZŁ 580 ZŁ 620 ZŁ 590 ZŁ 560 ZŁ PROMOSCOP - TECHNIQUE DETAILSTAKE 3 PROMOTION MECHANISM

  11. PROMOSCOP RESULTS: HIGHER SALES (ADORATION)

  12. PROMOSCOP RESULTS

  13. PROMOSCOP RESULTS

  14. % INCREASE IN NUMBER OF CUSTOMERS + xx% % INCREASE IN AVERAGE PURCHASE SIZE IN pcs. + xx% TOTAL INCREASE IN SALES + xx% PROMOSCOP EXPECTED GROWTH IN SALES

  15. PROMOSCOP BRAND IMAGERY ACHIEVED RESULT: CHANGE IN BRAND IMAGE

  16. PROMOSCOP BRAND IMAGERY • This stage of the research draws upon data gathered through the study and previous brand imagery data supplied by the Client • this allows us to observe changes in imagery brought about by the promotion • correspondence analysis between statements and studied brands shows the features most characteristic of those brands, as well as similarities/difference between brands

  17. PENTOR PROMOTION CONTROL

  18. PENTOR PC • This type of research is used to measure the quality of promotion execution “AGENCY” ORGANIZING PROMOTION “FIRM” COMMISSIONING PROMOTION • Control over the agency commissioned with carrying out the promotion • control over one’s trade reps • Control of quality of staff’s work • an argument enhancing agency reliability on Clients’ eyes

  19. PENTOR PC SCOPE OF USE • price cuts • sales with bonuses • lottery/ raffles BTL forms • product sampling • Sampling and mailing • sales animations • LOYALTY PROGRAMS • MERCHANDISING

  20. PENTOR PC CONTROLLED ELEMENTS VISUAL-INFORMATION ELEMENTS • promotion materials • promotion stand • promoter • product • main tasks control • non-verbal behavior • verbal behavior • appearance PROMOTOR • product location • surroundings • brand standards PRODUCTS

  21. PENTOR PC METHODOLOGY MYSTERY SHOPPING purchases “simulated” at location where promotion is held, by specially trained auditors pretending to be customers checking visual-promotion elements establishing contact with promoter observation of promoter

  22. PENTOR PC EFFECT PROMOTION EXECUTION QUALITY RATING • overall rating for whole campaign • rating for every studied parameter: promotion materials, product, promoter • ratings for various regions, individual reps • rating for each promotion, store

  23. PENTOR PC EXAMPLE OF RESULTS

  24. PENTOR PC BENEFITS • Unbiased 3rd party opinion • saving on money and staff’s time • improved task completion quality • tangible financial benefits – possibility of enforcing contractual obligations (or compensation for noncompliance)

  25. PENTOR SALES PROMOTION ASSESSMENT

  26. Group reached by promotion? Noticeability of the promotion? Change in brand awareness? Perception of promotion by consumers? Effect of promotion on buying behavior? PENTOR SPA STARTING POINT DURING PROMOTION

  27. Was brand image imprinted? Do consumers remember that there was a promotion? Is the purchasing cycle repeated? What is remembered from the promotion? Did product knowledge change? PENTOR SPA STARTING POINT POST PROMOTION

  28. PENTOR SPA METHODOLOGY QUESTIONNAIRE INTERVIEW depending on mechanism and needs FACE TO FACE TELEPHONE INTERNET During promotion Post promotion

  29. PENTOR SPA RESULTS SYNTHETIC INDICATORS • Noticeability (profile) of the promotion • reaching the target group (participation of individual customer segments) • effect of promotion on purchasing, including that on portfolio of used brands and planned purchases • types of reasons for taking part in promotion • impact of promotion on brand awareness • brand image created by promotion • loyalty towards promoted brand

  30. CONTACT:Monika RakowiczSenior Projekt ManagerPENTOR – POZNAŃe-mail: mrakowicz@pentor.com.pl

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