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20 April 2006
Bangkok
ACNielsen, the world’s leading marketing information provider, today announced the launch in Thailand of "Winning Brands® Foresight," an innovative proprietary product developed to provide marketers with a future outlook for their brands, their threat and growth potential and whether consumers are gravitating towards their brands, or away from them.
"ACNielsen continuously invests in services that will help clients make more effective marketing decisions and grow their brands. Winning Brands® was launched in Thailand in 1998, and since that time we have introduced a number of Winning Brands modules into the market. Foresight, the latest Winning Brands® innovation, aims to provide clients with a forward looking view of their brands’ performance, and provide insight into whether the brand is on a fast-track, positioned for success, or on the brink of a downturn," said Ms. Acharanand Lelahuta, Executive Director, Customised Research Services, ACNielsen Thailand.
About Winning Brands® Foresight
Winning Brands® Foresight offers a state of the art assessment of a brand’s consumer, based on their emotive and behavioral loyalty, as well as the way they shop – on autopilot or are they more experimental - to more accurately identify which consumer segments to target, both at the strategic level and tactically.
Winning Brands® Foresight provides an in-depth understanding of consumers’ relationship with the category
- What form and change their brand choice and the implications towards brand building?
- What determines brand health in the category?
- Which brand poses the greatest threat to our brand? How do we prevent our consumers from switching? What can we leverage on?
- Which consumers are likely to enter or leave our brand? Who are those bonded and attracted to our brand? Who are tenuous and who are reluctant to use our brand? What are their demographic, psychographics and media profile?
- What in-store or pre-store triggers do we use to attract and retain consumers?
- What and where should our marketing activities be focused on? What are the strategic and tactical plans that can help us forestall threat or harness the growth opportunity?
- What communication messages should we use to strengthen our positioning?
- Who should we target? Where should we invest?
Winning Brands® Foresight reveals the future outlook
- Threat Potential: Is the brand likely to be resilient or decline in the face of strong competitive activation?
- Growth Potential: If the brand stepped up its marketing activity, does it have a stronger growth potential than competitors?
The Thinking Behind Winning Brands® Foresight
We construct a typology of consumers based on their:
- Shopping Modality: Are they Omega consumers who shop on auto-pilot or are they Delta consumers who engage in scrutiny mode shopping and are experimental?
- Behavioural Loyalty: Are they behaviourally committed to the brand?
- Emotive Loyalty: Are they behaviourally committed to the brand?
Based on these factors, we classify them into four segments and identify the consumers who are at the tipping point to ascertain the immediate threat and opportunity potential of our brand.
What Are The Strategic Implications?
Bonded: Buy your brand, love your brand, are advocates, and willing to pay a price premium
• Strategy – REINFORCE your resilient source of profitability
Tenuous: Buy your brand but are not emotively bonded
• Strategy – DEFEND and drive equity
Attracted: Attracted to your brand but are not behaviourally committed
• Strategy – TARGET and drive adoption
Reluctant: No behavioural or emotive bonding
• Strategy – LOW PRIORITY
For further information about Wining Brands® Foresight, please contact your ACNielsen Customised Client Service representative on 02-231-1931 or contact:
Ms. Sureerat Wongtrangan, Director, Winning Brands Champion --ext. 605
Email: Sureerat.Wongtrangan@nielsen.com
Ms. Wichuda Pangote, Manager, --ext. 641
Email: Wichuda.Pangote@nielsen.com
About ACNielsen
ACNielsen, a VNU business, is the world's leading marketing information provider. Offering services in more than 100 countries, the unit provides measurement and analysis of marketplace dynamics and consumer attitudes and behavior. Clients rely on ACNielsen's market research, proprietary products, analytical tools and professional service to understand competitive performance, to uncover new opportunities and to raise the profitability of their marketing and sales campaigns. To learn more, visit www.acnielsen.com.
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