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  1. Ukrainian Marketing Project UMP Syndicated Project «Product Brand» & «OMNIBUS» Period - 2008 National quantitative survey Kiev 2008 UNBIASED DATA IS THE BASIS FOR EFFECTIVE DECISION MAKING

  2. TABLE OF CONTENTS • Introduction 3-5p. • Project specifications 6-13 p. • Report samples 14-41 p. • Main project advantages,project periods, deadlines&financial terms 42-46 p.


  4. Introduction The syndicated «Product Brand» &Omnibusprojects have been conducted on a quarterly basis sinceMarch 1999. The alterations in the structure & sample of the syndicated «Product Brand» &Omnibus projects :

  5. Project aims & tasks • Determination ofthe mainconsumerbrand indexesfor consumer goods and to regularly track their dynamics • Determination of the socio-demographic consumer profile for variouscommodity categories • Identification of the target audience for each brand or commodity category as a whole • To study brand image &perceived functional descriptions • Determination ofthe loyalty level for a brandcommodity


  7. Project structure • «Product Brand» - a standardized block of questions, aimed at obtaining the main consumer indexes (awareness, use, preference) • Omnibus - is a possibility of obtaining answers to the questions you are interested in without conducting a special (Ad Hoc)research. It’s a tool of obtaining at maximum product and consumer information with a minimum research budget • Omnibus questions can complement a standardized block of questions of the “Product Brand” or be not related to it at all

  8. Main project characteristics • Method of conducting survey – personal “face to face” interview (F2F) at respondent’s homes • Research periodicity – quarterly • Project periods – March, June, September, December • Geography – all of Ukraine • The syndicate nature of researchpresumes participation of a few independent Clients, making it possible to divide the research costs between all the participants and to minimise the costs for each Client individually • Research presentation form – ASCII/SPSS data files, data is developed with Data Viewer software, Power Point reports, Excel tables

  9. Sample type and size • Sample type - multi-staged, stratified, using the random address selection method at the final stage • Universe – population of Ukraine aged 11-59 which makes 32 mil. 667 thousand of the total population of Ukraine ofabout 46mil. 749 thousand.* • Sampling universe–2,800 respondents in 86 localities • Sample coverage- 69,8% • - as of 01.01.06

  10. Sample structure: geography Minimum subregion sample size – 200 respondents

  11. Sample structure: geography

  12. «Product Brand» questionnaire: structure • A standardized selection of questions, aimed at main consumer indexes determination (11 questions): • Unprompted Brand awarenessby group of products (first / all mentioned) • PromptedBrand awareness • Brand preference (liked) • Contact with a product (ever consumed / have purchased the product category) • Brand consumption(if ever and over the last 3 months) • Brandpurchase(if ever, frequency of purchase / most often) • Brandpurchaserefusal(will never buy) • Socio-demographic section(16questions)

  13. Aggregated indexes The Report presents the dynamics of initial and aggregated indexes : Awareness quality - the ratio of «Top of mind» and «Prompted awareness» • High indexes of «awareness quality» areusually common for new, actively promotedbrands, and, on the contrary, are lowfor the brands which have been in a market for a long time and have not been advertisedfor a long time Conversionrate – is the ratio of the purchase ever made and prompted awareness • High indexes – high market demand for a product • Low indexes – insufficientuse of the awarenesspotential for consumption growth Retentionrate– is the ratio of the purchase made most often and the one that has ever taken place (over the last 3 months) • High level – high perception levels of product quality • Low level – low perception levels of product quality Отчет «Индексы и здоровье бренда»

  14. Result presentation form Result main presentation forms: 1) Special analyticalreports for «ProductBrand» Project* • «Brand indexes and health» • «Brand image» • «Loyalty and switching» • «Brand card» • «Consumer profile» • «Category intersection» • «Positioning niches» (Needs&Gaps) 2) Data • SPSS • ASCII • Data Viewer (See slide #16) 3) Cross tabulation (Excel tables, all questions are on demo) 4) Reports for Omnibus Project* • «Main results» • Complete analytical report New * Power Point


  16. Data Viewer Software • This software was specially developed for this project.Data Viewerenables users to independently analyze a data array using a number of waves and for a given target audience For example: to build one-dimensional or two-dimensional distributions; determine the statistical significance of distinctions (with probabilityof 95 and 99%) • Working withData Viewerdoes not require special expertise essential for the use of traditional statistical software packages

  17. Data Viewer (2) Red – distinctions with significant probability of - 99% Blue – with probability of 95%, Green – for this value significance level is measured Filters for working out Target Audience Questions

  18. «Brand indexes and health» report Report structure includes: • Reducedmain brand indexes (Prompted awareness;Consumption experience;Preference;Last 3 month purchase;Most often purchase) for 5-6 brands • Brand indicatorsfor all indexes (Top-of-mind;Spontaneous awareness;Prompted awareness;Consumption experience;Preference;Last 3 month consumption, Most often purchase;Product denial) • Prompted awarenessandmost often purchaseby region, city, income group • Brand indexdynamics for a given period

  19. Main indexes Main Brand indexes. Base: population of Ukraine aged11-59 years (2200) % Report «Brand indexes and health»

  20. Main indexes (2) Most Often PurchaseStructure by RegionBase: loyal consumersof A, B, C, D, E, F, G, H brands Report «Brand indexes and health»

  21. Main indexes (3) Unprompted Brand AwarenessPeriod: December 2004 - September 2005 Base: population of Ukraine aged11-59 years (2200) % Report «Brand indexes and health»

  22. Aggregated indexes (2) Dynamics ofConversion, Prompted Awareness, Consumption ExperiencePeriod: June 2004 - September 2005 Brand A Brand C Brand В Brand D Report «Brand indexes and health»

  23. Aggregated indexes (3) Aggregated Indexes: DynamicsPeriod: December 2004 - September 2005 Brand A Brand С Brand В Brand D Report «Brand indexes and health»

  24. Brand awareness mapping Active awareness ratio = SA/PA Limited audience Strong position R=% spontaneous awareness PA Passive awareness Weak position SA – spontaneous awareness PA – prompted awareness Base: category consumers

  25. «Brand health» part (1) Report structure consists of the two main parts: Brand consumer classification: • Aware of Brand A– those who are aware of Brand A with a prompt • Have tasted brand А – the ones who have ever tasted Brand А • Brand А customer – have purchased Brand A over the last 3 months • Prejudiced refusals- have not tasted Brand А and assert that will never buy it • Refusals – have tasted Brand А and assertthat will never buy it • Potential buyers– those who are aware of Brand А, but do not buy it, however, they do not assert that they will never buy this brand • Unaware – are not awareof Brand А products, even with a prompt Brand «Funnel», eloquently reflects a change in the consumer audience size at key index migrations (Prompted Awareness; Consumption Experience;Last 3 months Purchase;Most Often Purchase) Report «Brand indexes and health»

  26. «Brand health» part (2) Brand A: Consumer ClassificationBase: population of Ukraine aged11-59 years (2200) Aware of A 75,6% Unaware of A 24,4% Tasted А 59,3% Haven’t tasted А 16,3% А customers 37,0% А non-customers 18,7% Regular Once a week&more often 3,9% Occasional More rarelyOnce a month 13,3% Non- regular 1-3/months 19,8% Prejudiced refusals 2,1% Potential 18,7% Unaware 24,4% Refusals 3,6% +14,2% 32,9% Report «Brand indexes and health»

  27. «Brand health» part (3) Brand «Funnel»: Brand А and Its Main CompetitorsBase: population of Ukraine aged11-59 years (2200) Prompted awareness Consumption experience Last 3 months purchase Most often purchase Which of these vodka brands are you aware of? Which of these vodka brands have you tasted? Which of these vodka brands have you bought over the last 3 months? Which of these vodka brands do you shop for most often? 40.1 14.1 10.8 BrandА Brand A enjoys a strong market position - the highest share of its customers falls on the loyal users who buy this brand most often. As for the rest of the brands – consumers are mostly keen on Brand C 96.2 85.4 45.3 31.2 48.6 9.2 19.8 BrandB 78.8 59.0 10.4 1.2 33.1 11.1 20.2 BrandС 69.9 90.1 36.8 25.7 35.4 9.3 23.2 BrandD 71.4 48.2 12.8 3.5 Report «Brand indexes and health»

  28. «Loyaltyandswitching» report This report allows to use the capabilities of a syndicated project for determining the consumer loyalty and switching from one brand to another within a category between replaceable product categories. Report structure consists of the following main points : 1. Customer classification for each brand category : • Regular customers • New customers • Share of customers who switch to other brands over the period of research (of three months) 2. Major brand index identification: • Retention Rate • Switching-in Rate • Switching-out Rate 3. Brand Switching Matrix

  29. Brand switching matrix Brand Switching MatrixBase: population of Ukraine aged11-59 years (2200) Example: Brand B is the most frequent purchase at the moment – 11,6%. Brand B was the most frequent purchase 3 months ago – 9,6%. Brand B was mostly shopped for 3 months ago and continues to be the most frequent brand shopped for now – 7,5%. Brand B was the most frequent purchase 3 months ago but at the moment the most frequent purchase is Brand A – 1,2%. Brand A was the most frequent purchase 3 months ago but currently the most frequent purchase is brand B – 2,1% Report «Loyalty and switching»

  30. Customer structure Customers Structure by Change in Purchase Frequency Base: category customers (2200) Report «Loyalty and switching»

  31. Customer structure (2) Customers Structure by Change in Purchase Frequency and Loyalty Base: А, В, С, D brand customers Report «Loyalty and switching»

  32. Loyalty indexes (1) Retention Rate Base: most frequent brand customers Period : December’04 - September‘05 June 04 Sept. 04 Mar. 05 June 05 BrandA 36 53 34 35 Brand B 56 59 56 54 Brand C 36 45 43 41 Brand D 50 49 48 50 Retention Rate – a share of the loyal consumers of a brand, who have not changed their attitude towards this brand (purchased in the past and the most frequent purchase for the moment) for a certain period of time (3 months) The higher the retention rate, the more stable is the market position of the brand. Report «Loyalty and switching»

  33. Loyalty indexes (2) Switching-In index Base: most often brand consumers Period: December’04 – September ‘05 Dec. 04 Mar. 05 Jun. 05 Sept. 05 BrandA 33 13 8 12 Brand B 5 4 2 3 Brand C 13 6 6 7 Brand D 10 14 10 11 Switching-In index – is a share ofloyal consumers (most frequent purchase), who have turned loyal towards the brand (began purchasing and the most frequent purchase ) during the last 3months. The indexshows the share of the new loyal brand costumers. Report «Loyalty and switching»

  34. «Brand image» report This report enables to estimate: • the present brand image; • the correlation between a client’s brand image and an image of the key competitor brands; • advertising campaign efficiency; • the rate of target compliance between results projected and achieved in measuring the impact of an advertising efforts over a brand image The tracking nature of research helps trace the changes in image perception in each quarter, during a year

  35. The key highlights of the report structure could be as follows: brand image perception by category consumers; own brand image perception by loyal consumers and comparing it with an image of the ideal brand; brand image perception by competitor brand consumers; dynamics of the main image characteristics of an investigated brand (separately and in comparison with a competitor brand) Report «Brand image » (2) 35

  36. Brand image profile Brand 1 Brand 2 Brand 3 Ideal brand Brand Image Perception by Loyal Consumers. Ideal Brand Image Base: loyal consumers Report «Brand image»

  37. Dynamics of image characteristics Dynamics of Main Image Characteristics Base: population of Ukraine aged11-59 years (2200) Report «Brand image»

  38. Dynamics of image characteristics (2) Dynamics of Brand A Main Image Characteristics and Competitors Base: population of Ukraine aged11-59 years (2200) ActiveFreedom-loving AssuredInnovative Report «Brand image»

  39. «Brand card» Image Characteristics and Brands: Correlation Analysis Base: population of Ukraine aged11-59 years (2200) Спокойный Жесткий Добрый Динамичный 39 Report «Brand image»

  40. «Consumer profile» report A “Consumer profile” report combines the 2-4 wave data files. It enables : • provide deeper analysis of brand consumers • allows to build a demographic consumer profile for a narrower target audience • allows to developa crossing analysis between the brand categories on awareness, preference and brand consumption

  41. «Category intersection» report • This report presents analysis of both a major category as well as categories of some similar, replaceable products (for example, if the basic category is JUICE, the analysis will also cover soft drinks) • The report answers the questions of how well and what our TA knows, prefers and shops for from other brands in different product categories


  43. Main project advantages • The largest sample size in Ukraine for syndicated projects – 2,800 personal “face to face” interviews (F2F) • The casual address method of respondent selection – is more accurate and is easier to control if compared with routing • Ample opportunities for data analysis: • separately for 6 largest cities • for 4 city standardized sizes and 8 regions • for all basic socio-demographic respondent characteristics • Periodicity - once a quarter – the optimum period for tracking of the dynamics of brand indexes for FMCG markets • Opportunity to analyze consumer profiles through a large sample (with opportunity of combining data files for several waves) • Simple and convenient Data Viewer specialist software which allows a user to handle data files without special training • The field stage of the research is conducted by interviewers with an experience of not less than two years • Opportunity of obtaining “ back data ” (for some categories, since 1999)

  44. Project periods • Months of carrying out research work: March, June, September, December • Deadline for submitting applications and queries for the Omnibus: by the 5th day of the month of research • Field stage: from the 10th till the 25th day of the month of research • Report: after the 20th of the next month

  45. «Product Brand» (20% VAT not included) • Data with use of Data Viewersoftware per 1 product category(one wave, 2800 f2f int., 11 questions + demo, up to 15 brands)10 900 UAH • + one additional brand 250UAH • Additionalsample (bust) • for a separate region or city, per interview45 UAH • for a separate target audience,depending on audience complexity, per interview50-100 UAH • Result presentation form • Cross tabulationinExcel (main quest. ondemo) free of charge • Data, ASCII/SPSS/ОСА 1 800 UAH • ReportsSee slide №46

  46. «Product Brand» – specialreports*(20% VAT not included) • Per one product category, one wave: • «Brand indexes and health», (30-60 slides) 4 000 UAH • «Consumer profile» (array for two waves) 5 000 UAH • + one additional brand 1 000 UAH • «Category intersection»(two categories) 3 000 UAH • Questions block + report: • «Loyalty and switching», up to 15 brands 6 000 UAH • + one additional brand 100 UAH • «Brand image», up to 5 brands, up to 30 characteristics 8 000 UAH • + one additional brand 70 UAH • + one additional parameter 100 UAH • «Positioning niche» (Needs&Gaps), one category, up to 20 characteristics 6 000 UAH • + one additional parameter 100 UAH New * Power Point

  47. Omnibus(20% VAT not included) • Closed question up to 6 alternatives 1 500 UAH • + one alternative in closed question 70 UAH • Half-closed question (with the position « Another, specify… ») 2 000 UAH • Open question • Brands, quantity 2 000 UAH • Descriptive 2 600 UAH • Question-filter (yes/no)850 UAH • Tabulated – up to 50 positions (statement, estimation...)3 600 UAH • + per oneadditional position in tabulated questionread/not read (on card)100/70 UAH • Card with respondent answer options : • Black-white/color А5/color А4350/700/1 400 UAH • Result presentation form • Cross tabulationinExcel (main quest. ondemo) free of charge • Data, (ASCII/SPSS/Data Viewer) 1 800 UAH • «Main results» Report(up to 25 slides)* 2 000 UAH • Analytical Report (30-60 slides)* 4 000 UAH * Power Point

  48. UMPUkrainian Marketing Project 01010, UKRAINE, Kiev Suvorova Str. 19а, office 1 Tel/fax: +38044254 2252 +380 44 288 8298Tel:+380 44 223 8318 E-mail:info@ump.ua UNBIASED DATA IS THE BASIS FOR EFFECTIVE DECISION MAKING