How ‘ready’ is your brand to compete for future market shares?
Now know it with the JuxtConsult Brand Momentux™ Tracking Model!
Measuring Brand Momentum puts you on the right marketing time cycle!
Market Share and Brand Equity are static conceptsTell you where you ‘stand’ todayReflects your past performanceLeave you one market time ‘cycle’ behind
Brand Momentum is a dynamic conceptTells you how fast are you ‘moving’ towards tomorrowReflects your current performanceKeeps you on the ‘current’ market time cycle
It helps you drive on the right gear!
The model tracks brand performance at all the key ‘consumer-brand interaction’ milestones
Using a set of ‘quantitative’ diagnostic measures
Helps you track:brand shares on parameters like ad recall, brand recall, current usage, intended usage, word of mouth
brand performances on parameters like brand persuasion, consumer pull, brand loyalty, brand sustenance
critical category usage habits and preferences
Why should you look at it?
Know how well is your brand doing among your current and potential customers
Know its Sustenance power, Persuasion power, Consumer Pull and Loyalty levels
Know its future readiness (the ‘momentum’ with which it is moving to compete for future market shares)
Know the key reasons why your brand is preferred more (or less) vis-à-vis the competing brands (brand differentiators and demotivators)
Know your current and potential customer’s online and offline media preferences to reach them more effectively and efficiently
The JuxtConsult Brand Track Framework
Brand Momentum
Brand VisibilityTOM Ad Recall (share of voice)
Brand Consideration TOM Brand Recall (share of mind)
Brand Sustenance
Brand Persuasion
Brand LoyaltyBrand Pull
Likely Loyal UsersLikely Switchers (Net)
Brand Preference Brand Likely to Buy (share of preference)
Brand Switch Brand Repeat Purchase Brand use currently(share of consumers)
An Example!The Indian Car Market
April 2005
Brand Persuasion
Rank Brand Persuasion Ratio
1 Tata Motors 1.232 Ford 1.223 Fiat 1.214 M & M 1.065 Hyundai 1.056 Maruti Suzuki 1.057 Skoda 1.018 GM 0.929 Honda 0.8910 Mitsubishi 0.83
Ratio of 1 represents average efficiency.
Brand PersuasionHow persuasive is your brand story
Brand Persuasion Map
Likely to Buy
Bran
d Re
call
Maruti Suzuki
Hyundai
Tata Motors
Ford
Honda
Toyota
GMMercedes
Mitsubishi Skoda
M & M
Reva
BMW Ferrari
Hindustan MotorsDaewoo
Fiat
Porsche
Premier Padmini
(Logrithmic scale)
More Persuasive
Less Persuasive
Brand Pull
Ratio of 1 represents average efficiency.
Brand PullAbility of the brand to attract
consumers of competitive brands
Rank
1 Skoda 43.1
2 Honda 11.6
3 M & M 11.1
4 Mercedes 10.4
5 Toyota 6.7
6 GM 5.4
7 Hyundai 4.0
8 Mitsubishi 3.6
9 Ford 3.5
10 Tata Motors 3.3
Brand Pull Ratio
Brand Pull Map
Likely Switch-ins
Like
ly S
wit
ch-o
uts
Maruti Suzuki
HyundaiTata Motors
Ford
Toyota
Honda
GM
Mitsubishi
M & M
Mercedes
Skoda
Fiat
DaewooHM
Premier Padmini
Ferrari
(Logrithmic scale)
Gaining Pull
Loosing Pull
Brand Loyalty
Ratio of 1 represents maximum efficiency.
Brand LoyaltyHow much is your brand retaining
its existing consumers
Rank Brand Loyalty Ratio
1 Skoda 0.832 Honda 0.793 Mercedes 0.774 Hyundai 0.655 Maruti Suzuki 0.556 Toyota 0.557 Tata Motors 0.498 M & M 0.449 Ford 0.2910 Fiat 0.25
Brand Momentum
It is an index. The higher the better.
Brand MomentumYour future market potential based on
your current performance
Brand X Brand SpeedMass Accelerators
A combined index of a brand’s:• Current Users• Brand Persuasion factor• Brand Pull factor• Brand Loyalty factor
Rank Rel.Index
1 Maruti Suzuki 32.5 100
2 Hyundai 17.1 53
3 Honda 8.4 26
4 Tata Motors 7.2 22
5 Toyota 4.2 13
6 Skoda 3.6 11
7 Ford 3.1 10
8 Mercedes 2.2 7
9 General Motors 1.8 5
10 M & M 1.2 4
Brand Momentum Index
Brand Momentum Map
Brand Speed (Acceleration Index)
Bran
d M
ass
(Cur
rent
use
rs)
Maruti Suzuki
Hyundai
Tata Motors
Honda
Toyota
FordFiat
Hindustan Motors Daewoo
Mitsubishi
General MotorsMercedes
SkodaFerrari
Mahindra & Mahindra
(Logrithmic scale)
Mass Driven
Speed Driven
Consumer Share Estimates
(Current) (Expected)
Rank Brand Current Future
Consumer Share Consumer Share
(%) (%)
1 Maruti Suzuki 60 38
2 Hyundai 15 20
3 Tata Motors 7 8
4 Honda 3 10
5 Ford 3 4
6 Toyota 3 5
7 Fiat 2 1
8 Hindustan Motors 1 0.3
9 General Motors 1 2
10 Skoda 0.4 4
Penetration Levels 5% 7.5%
The Methodology
• Regular quarterly online surveys
• Data to be made representative of the entire online urban population in India using individual level ‘multipliers’
– Based on the JuxtConsult India Online 2006 land survey which covered 5,500 households in 21 cities, representing different population strata and regions of the country
• Sample base of 1,500 to 2,000 usable responses every quarter
The Reporting
• Quarterly tracking and reporting on a ‘syndicated’ basis
• Report as a power point presentation. To include top line findings and conclusions, with graphs, charts and tables providing the detailed information
• Report will carry the overall ‘category’ level information with cuts reported for only one pre-selected usage segmentation for the category
• Any further customized, brand-specific, or segment-specific reporting can only be considered separately at additional costs
• Quarterly comparisons to start only from the second track
The Report Index
Demographic profile of users
• Gender• Age • Occupation• SEC• City• City Type• Region • Marital status• Monthly household income• Most expensive vehicle owned• Credit card ownership
The Report Index
Brand preferences• Top of mind ad recall• Source of ad recall • Top of mind brand recall• Source of brand recall• Spontaneous brand recalls (top 3 recalls only)• Total aided brand awareness• Brands most associated with the 6 key category benefits • Current brands used (multiple and primary) • Reason for preferring the primary brand • Overall usage satisfaction rating of the primary brand• Brand intend to use the most in next 3 months
Website usage dynamics
• Duration for which using the category now• Primary purpose of usage• Place of access• Frequency of usage• Average time spent per use• Features used currently• Whether a ‘registered’ member of any website currently• Whether a ‘paid’ member of any website currently (if applicable to
the category)
The Report Index
Media Preferences
• Most watched TV channel• Most read newspaper• Most read magazine• Most listened to radio channel• Most used website for emailing• Most used website for checking news online
The Report Index
Derived brand performance measures reported• share of voice (TOM ad recall)• share of mind (TOM brand recall)• share of preference (intention to purchase)• share of word of mouth (recommend to others)• current ‘secondary’ share of consumers (multiple brand usage)• current ‘primary’ share of consumers (preferred brand usage)• brand sustenance ratio (from TOM ad recall to TOM brand recall)• brand persuasion ratio (from TOM brand recall to intention to buy)• brand consumer pull ratio (switch-ins to the brand vis-a-vis switch-outs
from the brand)• brand loyalty ratio (continue using the brand out of total current brand
users)• brand momentum index (readiness of the brand to compete for future
market shares)• likely future ‘primary’ consumer share
The Report Index
Annual Price of Tracking Study
Annual Subscription*(Four Quarterly Reports)
Rs. 600,000
Payment Terms – 50% advance at the time of annual subscription50% before the delivery of the 3rd quarterly report
* 12.24% service tax extra
Thank You!