JuxtConsult Brand ScoreCardTM

Track how ‘ready’ is your brand to compete for future market shares!

The first syndicated brand tracking study that proposes to measure your brand performance at the category level on a monthly basis

The Brand ScorecardTM not only measures the current performance of your brand but also its future-readiness (the ‘momentum’ with which it is moving to compete for future market shares)

Measures the ‘sustenance power’, ‘persuasive power’, ‘consumer pull’, ‘loyalty’ and ‘momentum’ of your brand vis-à-vis the competing brands in the category

Gives you the key reasons why your brand is preferred more (or less) vis-à-vis the competing brands

Study Overview

JuxtConsult Brand Track Framework

Brand Momentum

Brand Visibility TOM Ad Recall (share of voice)

Brand Consideration TOM Brand Recall (share of mind)

Brand Sustenance

Brand Preference Brand Likely to Buy (share of preference)

Brand Persuasion

Brand LoyaltyBrand Pull

Brand Switch Brand Repeat Purchase

Likely Loyal UsersLikely Switchers (Net)

Brand use currently(share of consumers)

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Brand Sustenance Ratio of TOM Brand Recall

TOM Ad RecallHow much does the brand transcend the ad

Key Brand Scorecard Measures!

Brand PersuasionHow persuasive is the brand story

Ratio of Intention to Purchase Brand

Spontaneous Brand Recall

Brand PullBrand’s ability to attract new/competitive brand consumers

Ratio of Likely Switch-ins to the Brand

Likely Switch-outs from the Brand

Brand LoyaltyHow much is the brand retaining its existing consumers

Ratio of Likely to Continue Buying the Brand

Total Current Users of the Brand

Secondary Brand Share Total Current Users of the Brand

Total Current Users of the CategoryBrand share on multiple brand usage basis

Key Brand Scorecard Measures!

Primary Brand ShareBrand share on most-preferred brand usage basis

Preferred Current Users of the Brand

Total Current Users of the Category

Brand MomentuxTM

Brand’s competitive-readiness for future market shares

Brand Mass x Brand Speed Accelerators

Current Users x Brand Persuasion factor, Brand Pull factor, Brand Loyalty factor

Study MethodologyMonthly brand tracking and reporting

Reporting sample of over 1,000 category relevant respondents every month. Both intended and current category users captured

Online survey conducted with JuxtConsult’s Consumer Panel (www.getcounted.net). The panel has over 110,000 consumers representing over 291 million (or 86% of all) urban consumers. Over 10,000 new members get added every month

Data made representative of all urban Indians across SEC classes, gender, age groups, town classes and regions (using appropriate 'demographic multipliers‘ from JuxtConsult’s annual land survey conducted among 12,500 urban households covering ‘all socio-economic strata’ in 40 cities representing ‘all town classes’ by population size)

Overall ‘category’ level brand tracking and brand scorecard analysis

Brand parameters reported:

• Ad Scores (TOM ad recall, source of ad recall)

• Brand Mindshare Scores (TOM brand recall, source of recall, Total aided brand awareness)

• Brand Perception Map

• Brand Shares (Secondary - multiple usage basis, Primary - preferred usage basis)

• Reasons for preference for the primary brands

• Overall usage satisfaction rating for the primary brand

• Brand Performance Scores (Mind and Brand share conversion ratios, Sustenance,

Persuasion, Pull, Loyalty, Momentum)

Change reporting to start only from the second month

Custom and segment level reporting can be considered separately at additional cost*

* depending on the sufficiency of sample size of required segment cuts

The Report Index

Brand Scorecard Sample

Category: Aerated Soft Drinks

December 2008

Sample Only

* Relative Index – relative to the top brand being 100%

Sample Only

Brand Momentux™ Map

Logarithmic scale

CokeSprite

Thums UpPepsi

FantaMirinda

Limca7 Up

Mountain Dew

0.0

0.5

1.0

1.5

2.0

0.0 0.5 1.0

Bran

d M

ass

Brand Speed

Brand Momentum

Mass Driven

Size

Speed Driven

Sample Only

Attribute Brand Perceptual Map

The nearer the brand is to an attribute, more strongly it is associated with that attribute as compared to other attributes.The closer it is to ‘0-0’ axis, the less it Is associated with any attribute at all

3210-1-2

1.5

1.0

.5

0.0

-.5

-1.0

-1.5

-2.0

Brand

Attr

ibut

e

Reflects my style, personality and status the best

Lowest priced

Like its taste the best

Most attractive bottle shapeBest tingling effect on the tongue

Best brand image/reputation

Fanta

Mirinda

Mountain Dew

Limca

Pepsi

Sprite

Coke

Thums Up

Impressed by its ad the mostBest flavors of my liking

Best sweetness for my liking

Become habitual of using this brandy

Sample Only

Respondent Profile – Aerated Soft Drinks

December 2008

Demographic Attributes Brand Scorecard Respondent ProfileSample – 1,354

Urban Population Representation – 122 million

Gender Male 69%

Female 31%

Age Distribution Below 13 years Not included in study

13-18 years 12%

19-24 years 28%

25-35 years 44%

36-45 years 11%

Above 45 years 5%

City Type Up to 1 Lakh 32%

(Population Size) 1-10 Lakhs 23%

10 Lakhs plus 44%

Region-wise Distribution North 22%

East 6%

South 27%

West 45%

Sample Only

Demographic Attributes Brand Scorecard Respondent ProfileSample – 1,354

Urban Population Representation – 122 million

Socio-economic Classification SEC - A 19%

SEC - B 24%

SEC - C 38%

SEC - D 14%

SEC - E 5%

Monthly Household Income Up to Rs. 10,000 62%

Rs. 10,000 – Rs. 30,000 27%

Rs. 30,000 – Rs. 50,000 5%

Above Rs. 50,000 6%

Most Expensive Vehicle in the HH 4-wheeler 10%

2-wheeler 51%

Bi-cycle / others 14%

Don't own any vehicle 25%

Respondent Profile – Aerated Soft Drinks

December 2008

Sample Only

JuxtConsult Brand ScoreCardTM Track Pricing of Reports

* 12.36% service tax extra

One Time Report*(1 month report)

Annual Subscription*(12 monthly reports)

Rs. 75,000 Rs. 360,000

• Payment Terms : One Time Report: 100% advance

: Annual Subscription: 50% advance, 50% at 6 months

• Delivery Timeline : First Report: 1 week from date of order

: Monthly Reports: Every month end (by 30th)

• Report Delivery Format : PDF

Contact Details

• Address : 3, Kehar Singh Estate, 1st Floor, Westend

Marg, Lane 2, Said-ul-Ajaib, New Delhi – 110030

• Telephone : +91-11-29535098, +91-9811256502

• Contact Person : Sanjay Tiwari

• Email : sanjay@juxtconsult.com

• Website : www.juxtconsult.com

Thank You!