Radial Landscape Mapping: A new tool for brand positioning

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Radial Brand Mapping

Radial Landscape MappingAn Innovation in brand perceptual mapping & brand positioning

The Destination

The DilemmaPerceptual or correspondence mapping is a market research visual tool enabling companies to help understand differences in image and perceptions among customers or consumers, across competitive brands.While the information and insights from this visual tool are significant and deep, traditional means for displaying this information has been problematicMaps tend to be cluttered and messy.Difficult to understand by non-technical audienceSuffers from trying to crowd multi-dimensional data onto 2 dimensional spaceLacks clarity and is not intuitiveUsually requires a highly technical person to interpretHas a high propensity for confusion

Lack of consistency or clarity from brand maps

Radial landscape mapping is based on a statistical data reduction technique* designed to measure the extent to which a set of brand personality attributes are associated with a set of known brands. Analysis results are illustrated using a Radial Landscape Map where brand personality attributes are positioned out around the perimeter depending on their mutual association/correlation. Individual brands are positioned inside the map.IntroducingRadial Landscape Maps (A revolution in brand mapping)

* Adapted statistical correspondence analysis

Brand personality attribute

Fun

Family Values

Modern

Brand X

Brand Y

Caring

Brand Z

Boring

Basic

Consistent

Tired

Brand W

In some cases, the brand attributes start to cluster together representing an underlying theme or latent construct.Brand W: Close to the centre - it is almost equally associated with all the personality attributes, but has a marginally higher association with vibrancy, expert and fun. This brand has little distinctivenessBrand X: Has a significantly higher association with fun and modernBrand Y: has a strong identity of being wholesome, caring and aligned with family valuesBrand Z: Is regarded as a basic, tired and boring brand.

VibrantWholesome

Conventional Cases using ATU survey trackersHow Mexican restaurants are positioned relative to KPIs Food Quality, Menu, Service & Delivery, Value and ConvenienceHow consumer perceptions of different detergent brands in the UK differ from each otherShows how leading beverage brands have changes or evolved in their core brand positions over timeFor a B to B firm, shows how different functional departments perceived their own company along key dimensions or drivers of innovation

Authentic Mexican Food

Great Tasting Food

High Quality Ingredients

Food from scratch

Clean/comfortable atmosphere

Personable. Friendly employees

Treats you like a valued customerCrave Menu Items

Variety of menu items

Has drive-thru

Healthy nutritious items

Has large portions

Food prepared how you want it

Modern up to date

Gets order right

Simple menu

Open late night/24 hours

Food timely/fastConvenient nearby location

Good value for money

Low prices

Mexican Fast Food. Total base (all respondents)The MenuConvenienceValueService DeliveryFood Quality

Authentic and trustworthy

Exciting and lively

Dull and tiresome

Eco-friendly and caring

Brand Personality within a competitive context - DetergentsOver-priced

NaturalEthical

Caring

Disappointing

Over-promising

Boring

BasicTiredIrritating

FunVibrant

Efficient

Reliable

Genuine

Helpful

Expert

Family

Engaging

Client: Household cleaning good manufacturer

Alpha (2007)Alpha (2011)Alpha (2012)Beta (2007)

Beta(2011)Beta (2012)Gamma (2011)Gamma (2007)Gamma (2012)

Is affordableIs genuine and authenticWorth what is costs

Goes well with food

Sophisticated drink

Always doing new things

Would like to be seen drinking

For football fans

Youthful brand

Is very refreshingCool & edgy

Associate with music

Inspires Optimism

Good when having with friends

Is an uplifting drink

Makes moments fun

Thirst quenching brand

Great tastingComforting & Relaxing

For someone like me

Has a premium qualityDelta (2007)Delta (2011/12)

Value & AffordabilityQuality Youthful & Cool Social & FunPersonal

Base: Daily Drinkers of Alpha onlyAdapted Statistical Correspondence Analysis

Case: Drinks brand (evolution in image through time)

Senor Mgmt Encourages Innovation

My Manager encourages innovation

Budgets for Innovation

Clear processes for Innovation

Sr. Mgment Supports Innovation

Sr. Mgment Invests in InnovationCulture of innovation

Innovation Metrics

Employees allowed to take Risk

Innovation Success is Documented

Mid Managers can budget innovation

Team collaborations on Innovation

Promoted for Innovation Ideas

Innovation rewards & incentivesEmployees empowered for Innovation

Innovation Assessor Department Perceptual MapMetrics & ToolsRewards InnovationBudgets for InnovationManagement Support

Easy communicate company Vision

Company Innovation Goals clear

Org. Hires Innovators

Company attracts innovative people

Mktg InsightsBus. StrategyR&DFinanceOperationsSales

Executive OfficersClear criteria to eval. innovations

Innovation Culture

Open Communication

Satisfied with Org Innovation

Innovation Satisfaction

Supports New Innovation Initiatives

Employees empowered with tools to support innovation

Hiring Practises Support Innovation

Does not penalize new ideasCompany innovation goals understood

Vision for Innovation

What data can we use

Structured survey questionsUnstructured social media dataAny two-way table will work to produce a Radial Landscape Map

Our unique approach to measuring social engagement

Note: Off the shelf sentiment metrics are based on automated word counting and volume of conversation.

Our Approach:

Is built upon a validated Linguistics based approach known as Stance Shift Analysis

Uncovers the meaning of conversations.

Generates a metric called the Semantic Engagement Index (SEITM)

Closely maps hard sales data.

Maps using Social Media DataHow competitive beverage retailers are defined in terms of customer perceptionsHow luxury-sports cars differ in terms of their customers association with attributes of safety, performance, prestige and designHow 4 leading facial cream brands differ and compare in terms of how consumers describe their brand experiences.

Value and PriceCoolness, funky, style, DcorTaste and product quality

In-store customer experienceGood valueCoffee PriceFood pricesTalking business & school workSocial with FriendsStore ambianceRichnessLatteAmazing tasteLike no otherCool brandFunkyStylish brandArtwork/Decor

Bubbles represent conversational clusters, whilst size indicates level of engagement.Brand VBrand X

Brand YBrand Y is least differentiated by social conversations.

Brand ZBrand Z stands out v. competitors for the taste & rich flavour of its beveragesCase: Beverage chain (400K social media conversations)

Brand WBrand W is distinctively seen as a great place to meet people & socialize

Luxury Sports Cars: Brand positioning using socially engaged chatter

Classic

Speed

Gas MileageReliableSafety &ReliabilityTo Be Seen DrivingGreat AccelerationPowerSafetyInterior DesignStylingCurb Appeal

PerformanceEmotionalStyle & Design

Elegant Feeling

Durable

Audi and Jaguar are differentiated by social conversations around style and design.BMW is uniquely positioned on performance qualities.Acura is least differentiated by social chatter

Note: Separate analysis - Adapted Statistical Correspondence AnalysisBubble size represents the buzz/volume of chatter (SEI Conversational Clusters)

Facial Creams Competitive brand positioning using SEITM on topics

#Texture Hair#Body Type#Quantity#Refreshing#Sensory variety#Diversity#Texture Skin#Skin Type#Skin Irritation#Baby Soft#Promotion/Discount#Affordability & Price#Long Lasting#Fragrance

Adapted statistical correspondence analysisRolled up Net SEI for last 52 weeksBubbles sized by comment volumeCentral position implies least differentiation

For Neutrogena most of the engaged positive comment is around #baby soft, #texture skin and #texture hair.Engaged conversations around Olay are largely based around body type, texture of hair and skin.Garnier has the highest association with baby soft, but also a direct connection with affordability, quantity and promo activity.Engaged conversation for LOreal is centred around long lasting, sensory variety and even skin irritation.Nivea is weakest in terms of engaged chatter across topics, although its score for texture hair is relatively higher than other brands.

ValueTextureDiversitySensory