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!