ASIA
MONITOR SHOWCASE OF CASE STUDIES:
FMCG Industry Business Scenario:
A top global FMCG in the laundry products category, has experienced a significant decline in their brand share. The Client suffered from a substantial market loss as its main competitor offered a price-cut promo followed by massive strategic TVC campaign.
Our Strategic & Tactical Solution: We offered a Quick Reading Test on Client’s brand performance in the market in terms of: market share, usage levels, brand loyalty and repeat purchase. The QRT was done every after 6 months since the Client’s TVC launch to closely monitor its performance in the market vis-à-vis competition.
Success Story: Client managed to gain back its lost share and has doubled its sales after 6 months. As part of its tactical way forward, the Client launched a more refined TVC highlighting its price together with its ‘pure powder’ campaign in the ad execution. The Client also conducted a nationwide product sampling with the new campaign message.
Beverage Industry Business Scenario:
Being a long time player and one of the top 10 major alcohol manufacturing companies in the world, our Client wants to address the sudden drop in its brand share and value which was attributed the emerging new market players. Client knew that innovation was essential for them in order to compete head-on in the market. Hence, they developed new flavors and formats.
Our Strategic & Tactical Solution:
Prior to product launching, we proposed a two-pronged research program for them. It comprised of
1) Qualitative concept test with the aim of: Uncovering the functional and emotional drivers of brand choice, unmet needs and opportunities in market. Evaluate ‘hybrid alcohol’ drinks whether they are the best innovation opportunities Explore its functional benefits (i.e., product and price) and how these benefits interplay with underlying emotional needs.
2) Quantitative monadic product concept test to:
To identify which of the various flavors and formats prototypes will be better than its main competitor in the market (i.e., at least 10% higher than competitor in terms of taste, smell, format and no gross negatives)
To determine which communication messages to utilize upon product launching
Prior to product launching, we proposed a two-pronged research program for them. It comprised of
Success Story:
Client winning flavor & prototype were successfully launched. Sales and profitability increased by 35%. Designers drink appeal more to younger segment. Consumption is associated with a fun, happy and less-controlled environment. Other triggers of purchase are more associated with pleasant taste and affordable price. To address concerns on excessive drinking, Client launched a TVC campaign on happy drinking is equivocal to responsible drinking.
AUTOMOTIVE Client’s Business Scenario:
A leading automotive manufacturer which wants to evaluate how effective their CSR programs are to the general population. They have launched two new CSR programs nationwide in the past 6 months and would like to assess people’s awareness and participation in the aforementioned programs.
Our Strategic & Tactical Solution:
We have first identified the respondents and coverage area. Then we obtained the following information:
Awareness of any CSR programs in general
Awareness of any CSR programs related to automotive industry (i.e., Client’s car owners vs. competition)
Likes/ dislikes of those aware of the program
Participation level of those aware
Likelihood to participate again
Suggestions for improvement
Our Client’s Success Story:
Client re-evaluated their programs and developed new CSR programs based on the feedback gathered from the survey. Their own internal team played a big role in being ambassadors of their own CSR programs. Both internal and external customers were delighted with these programs and they have gained 15% increase in sales.
MEDIA Client’s Business Scenario:
Client was interested in identifying activities and channels where they can increase their revenue via advertising in their radio station. Lacking in information about the kinds of activities/ channels that they should venture in, this leading radio station company commissioned us for this study. Part of the research objectives is to gauge the listenership level amongst its listeners vs its key competitors aforementioned programs.
Our Strategic & Tactical Solution:
We have carefully crafted the research via online methodology. The survey was conducted amongst its radio station’s listeners and non-listeners (but aware of the radio station). This was designed so as to get a better competitive market landscape and to tap into window growth opportunities.
The respondents were asked about their listening habits and profile so that we can guide Client how to position themselves and communicate to their target audience. We also measured and forecasted the listenership level nationwide in this study.
Our Client’s Success Story:
The identified activities, channels and communication messages were used by our Client to further increase its revenue. Partnering with key sponsors, which surveyed respondents raised, was fully-utilized and has successfully helped Client in overachieving its revenue by 5% one year after.
Healthcare Client Business Scenario:
A leader pioneer in the beauty treatment has partnered with us to evaluate the growth and expansion strategies. Client was facing fierce competition due to the dynamic market and declining economies.
The client would like to obtain and understand the following information:
Market Size
Usage and attitude towards product
Product awareness
Brand touch points
Consumer habit and behavior
Product Appeal
Opportunity for sales
SWOT
Product Purchase
Loyalty and Brand image
Our Strategic and Tactical Solution:
In order to meet the challenges, our team interacted with various market leaders in the healthcare domain and gathered insights. The team conducted in-depth discussion sessions to understand the market share, market revenue and growth potential. The team participated in discussions with clinic, patient and potential patients to understand the product awareness, brand touch points, consumer behavior and opportunity for growth and sales.
The recommendations were based the following factors:
Penetration opportunities
Market segmentation
Product competitiveness
Technological advancement
Product Strength and Weakness
Our Client’s Success Story:
Based on the solution provided the client was able to increase the product awareness by 10% and they restructured their marketing and sales strategy. Client identified the bottleneck in the sales process and also identified new gateways of growth. Later after a year, the overall customer satisfaction also increased by 15%.
ICT Client Business Scenario:
One of the Top FTSE 500 ICT Company would like to understand the mobile application market. They also want to understand the market opportunity available in the Asia-pacific region. How the enterprise applications spend (ERM, CRM etc) will affect the market? Are there there any existing opportunities in the market which can be tapped?
Our Strategic and Tactical Solution:
Strategic in-depth interviews with CTO, CEO, IT heads and IT managers to understand the mobile application market. Comprehensive desk research from blogs, government publications, journals, magazines after that detailed analysis of secondary information was used to arrive at the specific frameworks provided in the report. Information from various published resources such as TRAI, COAI, etc. and other research bodies were also used to validate the market figures and Cross validate the data.
Another set of in‐depth interviews were also conducted across a cross‐section of stakeholders. These included telecom operators, content aggregators, content owners and technology enablers. The interviews content was analyzed in details from different perspectives.
Our Client’s Success Story:
After the study the client took six months and jumped into the mobile application market. They developed various mobile applications for the emerging markets. In the first year the new platform exceeded the sales revenue by 50%.
FMCG Industry Business Scenario:
A top global FMCG in the laundry products category, has experienced a significant decline in their brand share. The Client suffered from a substantial market loss as its main competitor offered a price-cut promo followed by massive strategic TVC campaign.
Our Strategic & Tactical Solution: We offered a Quick Reading Test on Client’s brand performance in the market in terms of: market share, usage levels, brand loyalty and repeat purchase. The QRT was done every after 6 months since the Client’s TVC launch to closely monitor its performance in the market vis-à-vis competition.
Success Story: Client managed to gain back its lost share and has doubled its sales after 6 months. As part of its tactical way forward, the Client launched a more refined TVC highlighting its price together with its ‘pure powder’ campaign in the ad execution. The Client also conducted a nationwide product sampling with the new campaign message.
Beverage Industry Business Scenario:
Being a long time player and one of the top 10 major alcohol manufacturing companies in the world, our Client wants to address the sudden drop in its brand share and value which was attributed the emerging new market players. Client knew that innovation was essential for them in order to compete head-on in the market. Hence, they developed new flavors and formats.
Our Strategic & Tactical Solution:
Prior to product launching, we proposed a two-pronged research program for them. It comprised of
1) Qualitative concept test with the aim of: Uncovering the functional and emotional drivers of brand choice, unmet needs and opportunities in market. Evaluate ‘hybrid alcohol’ drinks whether they are the best innovation opportunities Explore its functional benefits (i.e., product and price) and how these benefits interplay with underlying emotional needs.
2) Quantitative monadic product concept test to:
To identify which of the various flavors and formats prototypes will be better than its main competitor in the market (i.e., at least 10% higher than competitor in terms of taste, smell, format and no gross negatives)
To determine which communication messages to utilize upon product launching
Prior to product launching, we proposed a two-pronged research program for them. It comprised of
Success Story:
Client winning flavor & prototype were successfully launched. Sales and profitability increased by 35%. Designers drink appeal more to younger segment. Consumption is associated with a fun, happy and less-controlled environment. Other triggers of purchase are more associated with pleasant taste and affordable price. To address concerns on excessive drinking, Client launched a TVC campaign on happy drinking is equivocal to responsible drinking.
AUTOMOTIVE Client’s Business Scenario:
A leading automotive manufacturer which wants to evaluate how effective their CSR programs are to the general population. They have launched two new CSR programs nationwide in the past 6 months and would like to assess people’s awareness and participation in the aforementioned programs.
Our Strategic & Tactical Solution:
We have first identified the respondents and coverage area. Then we obtained the following information:
Awareness of any CSR programs in general
Awareness of any CSR programs related to automotive industry (i.e., Client’s car owners vs. competition)
Likes/ dislikes of those aware of the program
Participation level of those aware
Likelihood to participate again
Suggestions for improvement
Our Client’s Success Story:
Client re-evaluated their programs and developed new CSR programs based on the feedback gathered from the survey. Their own internal team played a big role in being ambassadors of their own CSR programs. Both internal and external customers were delighted with these programs and they have gained 15% increase in sales.
MEDIA Client’s Business Scenario:
Client was interested in identifying activities and channels where they can increase their revenue via advertising in their radio station. Lacking in information about the kinds of activities/ channels that they should venture in, this leading radio station company commissioned us for this study. Part of the research objectives is to gauge the listenership level amongst its listeners vs its key competitors aforementioned programs.
Our Strategic & Tactical Solution:
We have carefully crafted the research via online methodology. The survey was conducted amongst its radio station’s listeners and non-listeners (but aware of the radio station). This was designed so as to get a better competitive market landscape and to tap into window growth opportunities.
The respondents were asked about their listening habits and profile so that we can guide Client how to position themselves and communicate to their target audience. We also measured and forecasted the listenership level nationwide in this study.
Our Client’s Success Story:
The identified activities, channels and communication messages were used by our Client to further increase its revenue. Partnering with key sponsors, which surveyed respondents raised, was fully-utilized and has successfully helped Client in overachieving its revenue by 5% one year after.
Healthcare Client Business Scenario:
A leader pioneer in the beauty treatment has partnered with us to evaluate the growth and expansion strategies. Client was facing fierce competition due to the dynamic market and declining economies.
The client would like to obtain and understand the following information:
Market Size
Usage and attitude towards product
Product awareness
Brand touch points
Consumer habit and behavior
Product Appeal
Opportunity for sales
SWOT
Product Purchase
Loyalty and Brand image
Our Strategic and Tactical Solution:
In order to meet the challenges, our team interacted with various market leaders in the healthcare domain and gathered insights. The team conducted in-depth discussion sessions to understand the market share, market revenue and growth potential. The team participated in discussions with clinic, patient and potential patients to understand the product awareness, brand touch points, consumer behavior and opportunity for growth and sales.
The recommendations were based the following factors:
Penetration opportunities
Market segmentation
Product competitiveness
Technological advancement
Product Strength and Weakness
Our Client’s Success Story:
Based on the solution provided the client was able to increase the product awareness by 10% and they restructured their marketing and sales strategy. Client identified the bottleneck in the sales process and also identified new gateways of growth. Later after a year, the overall customer satisfaction also increased by 15%.
ICT Client Business Scenario:
One of the Top FTSE 500 ICT Company would like to understand the mobile application market. They also want to understand the market opportunity available in the Asia-pacific region. How the enterprise applications spend (ERM, CRM etc) will affect the market? Are there there any existing opportunities in the market which can be tapped?
Our Strategic and Tactical Solution:
Strategic in-depth interviews with CTO, CEO, IT heads and IT managers to understand the mobile application market. Comprehensive desk research from blogs, government publications, journals, magazines after that detailed analysis of secondary information was used to arrive at the specific frameworks provided in the report. Information from various published resources such as TRAI, COAI, etc. and other research bodies were also used to validate the market figures and Cross validate the data.
Another set of in‐depth interviews were also conducted across a cross‐section of stakeholders. These included telecom operators, content aggregators, content owners and technology enablers. The interviews content was analyzed in details from different perspectives.
Our Client’s Success Story:
After the study the client took six months and jumped into the mobile application market. They developed various mobile applications for the emerging markets. In the first year the new platform exceeded the sales revenue by 50%.