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Unravel today’s complex route to market. TAPPS: Developments for 2013

Unravel today’s complex route to market. TAPPS: Developments for 2013. Understanding the Chinese car buyer.

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Unravel today’s complex route to market. TAPPS: Developments for 2013

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  1. Unravel today’s complex route to market.TAPPS: Developments for 2013

  2. Understanding the Chinese car buyer • We talked to 1,000 people in China as they made a decision about which car to buy. We gathered the information in real-time to understand how people make decisions and what really is influential at each stage of the purchase journey.

  3. Consumer buying behaviour has changed

  4. The traditional funnel fails to capture today’s complex world…

  5. Today’s buying process takes place within a multi-faceted path to purchase

  6. Consumers and brands now co-create the buying process

  7. Traditional “look back” study designs are no longer adequate Tracking the same people through their buying process is optimum

  8. A new approach TAPPS

  9. What is TAPPS? a 4-month online continuous interaction measuring all touch points Provides a micro-level analysis of the path to purchase Snakes and ladders

  10. Valuable insights in real time with online data reporting • TAPPS’ provides an in-depth understanding of: • Actual buying process timeline • Role and use of digital and social media • Interactions between, and influence of, brand and consumer generated content • Key touch points at different stages of the car-buying process • Triggers of vehicle consideration, rejection and purchase • The changing role(s) of dealers

  11. TAPPS’ unique insights build into your marketing strategies… Positioning TAPPS Communications Media planning Pricing, promotions & incentives Targeting

  12. 2012 TAPPSA positive first step

  13. The operational framework consists of 4 components Screening of the panelists & initial interview Online focus groups & click-stream data for a sub-sample Weekly online ‘touch point’ survey and photo journal Post-purchase interview (as soon as a consumer buys a vehicle)

  14. Representative sample with wide geographic coverageSampled from 184 cities in 27 provinces

  15. Actionable TAPPS insights • The benefits of a clear understanding of the buying process havemultiple applications • Media spend adjustments to reflect the importance of TV and social media • CRM use adaptations to identify and activate committed brand owners to act as brand spokespersons in specific social media • Brand website content adjustments to better reflect use throughout the buying cycle, not just at the end • Communication styles adaptations in those media used extensively by ‘fast decision’ takers, to reflect their decision making style • Dealer follow up behavior adaptations to enhance conversion of ‘confused’ shoppers • Promotions and Incentives adaptation to reflect the parameters of what’s acceptable for specific brands.

  16. TAPPS has been further optimizedChanges for 2013

  17. The 2013 operational framework again consistof 4 components Screening of the panelists & initial interview Online focus groups & click-stream data for a sub-sample Weekly online ‘touch point’ survey and photo journal Post-purchase interview (as soon as a consumer buys a vehicle)

  18. Study BackgroundConsistent data collection method over time Year 1 Oct. 2011 – Feb. 2012 Year 2 Oct. 2012 – Feb. 2013 Field work period Methodology Online Panel Survey Market / Location Sample from 214 cities in 32 provinces in China Sample size Initial n=1607, Diary n=864, Clickstream n=482 121 brands and 460 models available on the market Compared Brand/Model Consumer criteria • Aged 18 -50 yrs old; • Live in Tier 1, Tier 2 and Tier 3 cities • Did not participate in auto related survey in the past 3 months • Plan to purchase a vehicle in the next 6 months • Plan to purchase a new vehicle • Is the decision maker or one of the main decision makers for the purchase of the intended vehicle

  19. Representative of the new car buying public60% of respondents are first time car buyers Gender Age Family 60 Living in Personal monthly income Note: TAPPS focussed on intending buyers of sub-compact, compact and mid-size vehicles Unit: % N = 1,670

  20. Robust sample available for most brands Only selected brands shown of 78 under consideration by shoppers

  21. Large sample (1399 of luxury and near luxury brand considerers) Small samples also exist of Aston Martin, Bugati, Maserati and Maybach considerers

  22. More detailed analysis on specific sites: e-Nissan.com.cn is attractive and sticky among shoppers Number of minutes on the site

  23. NewCompare TAPPS results in China with US results

  24. How TAPPS helps our customers

  25. Influence-Performance-Matrix of one specific or an overall purchase stage for any desired target group high TP 1 TP 2 Performance TP 3 Importance to preferenceDerived by Hierarchical Bayes Regression Performance:Stated performance for touchpoint Bubble size:Frequency of touchpoint usage SAMPLE ONLY low high Importance to brand preference low

  26. Allocating resource to the right channels at the right time • In the early stage of shopping brand generated content is most influential and is widely used. TV Ads have the most impact. High Performance of Touchpoint Low Importance of Touchpoint for Preference Score High 1=TV ad 2=Press as 3=Billboard ad 4=Discussed cars with family and friends 5=Vehicle on the road6=Radio ad 7=Discussed on social media 8=Online review 9=Car-related comments 10=Saw vehicle in public space11=Car brand website 12=Car dealer website 13=Car dealer 14=Car promotional offer

  27. Identifying the key hubs to influence • Although they have limited impact in the final stage of decision making TV Ads and car dealers are crucial hubs.They drive the use of other touch-points that impact brand preference 5% 7% Car brand website Car dealer website 14% 4% 8% 4% Online review Social media Car dealer Promotional offer Brand preference 9% 3% 5% TV ad Billboard ad Radio ad 17% 4% 6% 14% Family and friends Vehicle on the road Press ad Other touchpoints Effects of Touchpoint (1 to 2 weeks ago)… Significantly positive on usage of different touchpoints Significantly negative on usage of different touchpoints On brand preference (combined effect of contact yes/no and helpfulness) in terms of relative importance %

  28. Managing non-brand generated online content • Ensuring good presence and content in multiple forums and blogs is important to impact consumers to buy Brand X Blog: zhidao. baidu.com Auto: auto.163.com SNS: qzone.qq.com SNS: renren.com Micro blog: weibo.com Buy Blog: Live.com Blog: blog.10 jqka.com.cmn SNS: yy365.com Blog: Blog. Sina.com.cn Auto: Auto home.com.cn Auto: Xcar.com.cn Life service: ganji.com Life service: 58.com Mirco blog: t.qq.com Blog: Blog. hexun.com Auto: 51auto.com Auto:Auto .sina.com.cn Forum: taoguba.com.cn Life service: baixing.com Auto: 52che.com Forum: tangdou.com Blog: Blog.163.com Auto: Bitauto.com SNS: pengyou.com 0.1139 0.6982 0.6682 0.2052 0.7374 0.4762 0.3653 0.5767 0.2046 0.4038 0.3596 0.5511 0.1658 0.1228 0.5256 0.5153 0.4533 0.2101 0.2786 0.4603 0.6987 0.4552 0.5946 0.1342

  29. Getting personal • Looking through the lens of individual consumers brings the data to life • XXXX • 40 years old • Employed as Secondary level staff in hotel • Personal salary: Around 17,000 RMB per month • Lives together with his wife and children in Qingdao • Education: University • Time consumption on internet • Morning Afternoon Evening v1 v v

  30. Getting personal • Looking through the lens of individual consumers brings the data to life Auto Portal Forum of Auto Forum of Auto Forum of Auto Forum of Auto Forum of Auto Start Visit www.autohome.com.cnfor first browsing Visit the specific channels of “Lavida” and “Excellent” to collect basic information for these two models Browse and investigate the maintenance/repair/technics information for “Buick” on forum of www.autohome.com.cn Visit forum of www.autohome.com.cnto collect the information and read other people’s comments for first selection of model/brand Compare “Lavida” and “Excellent” in terms of the evaluation from forum of www.autohome.com.cn Study the instruction for taking the delivery in 4S store via forum of auto

  31. Valuable insights in real time • To summarise, TAPPS’ provides an in-depth understanding of: • Actual buying process timeline • Role and use of digital and social media • Interactions between, and influence of, brand and consumer generated content • Key touch points at different stages of the car-buying process • Triggers of vehicle consideration, rejection and purchase • The changing role(s) of dealers

  32. Andy Turton Andy.turton@tnsglobal.com + 44 (0)203 130 7350 Kelvin Koh Kelvin.koh@tnsglobal.com +86 21 2310 0995 ext. 156  Visit www.tnsglobal.com/automotive

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