Download - Aftab Associates Company Profile
Helping create value…
Who We Are…….
• Aftab Associates Pvt. Ltd. has been one of the leading players inth M k ti R h I d t f P ki t i 1983the Marketing Research Industry of Pakistan since 1983
• We separate ourselves on making a clear difference in theperformance of our clients by providing objective, fact-baseddecision support and implementation, grounded in rigorousdecision support and implementation, grounded in rigorousresearch
• Thus the solutions we offer remain invaluable to progression ofbusinesses
Looking Forward to a New Horizon…….g
Aftab Associates (Pvt.) Ltd. distinguishes itself on accuracy, credibility,integrity and reliability
If you seek to know your audience better increase the exposure of your
ACCURACY
If you seek to know your audience better, increase the exposure of yourbrand or are simply looking for competitive intelligence, look no further!
Let us help create value for you!
CREDIBILITY
INTEGRITY
RELIABILITY
What We Are……
• Over 26 years of experience in Marketing Research and consultancyOver 26 years of experience in Marketing Research and consultancy
• In 2001 AAL entered into a joint venture with ACNielsen
• In 2006 Aftab Associates restarted operating as an independent full-k hservice marketing research agency
• Over the last 26 years Aftab Associates has conducted innumerablesurveys for almost every sector of the economy
• Since 2007 Aftab Associates (Pvt.) Ltd. has had a working relationwith TNS, the largest Customized Research company in the world
AAL AchievementsAAL Achievements
• First to launch Retail Audit, MR Training & Consultancy and Multi-Media Study
• First to have JV with an international partner
Bid f TAM/CP• Bid for TAM/CP
• Developed a large network of research professionals
• Developed the socio-economic classification system for Pakistan
Why Us?
• Credible name in Marketing Research industry
Why Us?
• Expert research personnel and field team
• Employing innovative analytical research toolsp y g y
• Crisp, incisively focused & decision friendly research findings
Capabilities At Every Stage Of Marketing Activity
• Exploratory Research (Qualitative)IDEA GENERATION AND p o ato y esea c (Qua tat e)• Secondary Research
• Market Segmentation & Targeting• Usage & Attitude • Habits & Practices
B d iti i
VALIDATION
MARKET UNDERSTANDING
• Brand positioning
• Concept Tests• Concept Screening
• Product Test
CONCEPT, PREPOSITION DEVELOPMENT
• Packaging Test• Brand Name Evaluation
PRODUCT DEVELOPMENT
• Pricing Evaluation (PSM, BPTO)•Simulated Test Market
PRODUCT LAUNCH AND MIX
• Ad Test (Pre & Post Ad evaluation studies)
• Brand Health TrackingU & A St d
COMMUNICATION
• U & A Study• Segmentation• Customer Retention
MONITOR, PROTECT OR EXPAND
Product Portfolio
AAL PRODUCTS QUANTITATIVE PROJECT TYPES
Product Portfolio
• Qual
• Quant
• Secondary/B-to-B
• Usage & Attitude/Segmentation• Product /Price Tests• Concept Tests/Profiling studies• Taste Test/CLT + In-home
d i i y
TNS BUSINESS SOLUTIONS QUALITATIVE PORTFOLIO
• Pre & Post advertising tests• Market Share Estimation
TNS BUSINESS SOLUTIONS
• Tracker Plus
• TRI*M
QUALITATIVE PORTFOLIO
• FGDs
• IDIs
• Ad Effectiveness Model • Home Visits
• Observation/Ethnography
• Market Visits
TNS Tracker Plus™TNS Tracker Plus™TNS Tracker PlusTNS Tracker Plus
• AAL has successfully launched TNS Tracker Plus™ – A Brand Health MonitoringTool in Pakistan in September 2007 Banking Tracker in April 2008 & AdTool in Pakistan in September 2007, Banking Tracker in April 2008 & AdEffectiveness Model in May 2008
• Is currently serving FMCG companies (Shan Foods, Reckitt Benkiser, Dalda Foods,T P k EBM Z lfi I d i C i l Bi i )Tetra Pak, EBM, Zulfiqar Industries, Continental Biscuits)
• The main objective of the tracker is to gauge brand health metrics and track themover time
QUALITATIVE RESEARCHLucid understanding in human terms is the key to good qualitative information
gathering…
Qualitative Research
• Aftab Associates brings forth a powerful suite of Qualitative Marketing Researchservices to understand the depth and range of consumer attitude and behavior
Qualitative Research
p g
• With over 26 Years of research expertise we excel in conducting all types ofqualitative researches. Routine explorations include:
F G Di i• Focus Group Discussions• In-Depth Interviews• In-Home visits• Observational techniques combined with interviewingObservational techniques combined with interviewing
Qualitative Research
Focus Group DiscussionsWe have qualified and experienced psychologists and moderators conducting
Qualitative Research
We have qualified and experienced psychologists and moderators conducting,analyzing and reporting group discussions
In-Depth interviewsWe have qualified interviewers with skills specialized over time, to extractmeaningful insights through depth interviewing
In Home VisitsIn-Home VisitsA Unique opportunity to see consumers in their natural environment and learn first-hand about their needs. This is achieved by a combination of in-depth interviewingand examination of placement/usage of target product at the home of consumers
Qualitative Research
Observational Techniques Employed
Qualitative Research
• Ethnographic studies concerning first hand observation, and information
th i t th d t h th h ti i di t i dgathering at the respondents home through questionnaire, diary entries and
follow-up interviews, etc.
• Point-of-discussion observation and interviews, such as store exit interviews
and accompanied shopping
• Mystery shopping exercise
Qualitative Research
AAL IN ‐ HOUSE FOCUS GROUP SET UP WITH VIEWING FACILITY
Qualitative Research
Observation Room Focus Group FacilityObservation Room Focus Group Facility
QUANTITATIVE RESEARCHIf you need to weigh up numbers to back your marketing decisions let us helpIf you need to weigh up numbers to back your marketing decisions, let us help
you…
Quantitative Research
We offer various quantitative Marketing Research methodologies to
Quantitative Research
q g genumerate markets and consumers
We design expert quantitative research studies converging on researchobjectives time constraints and quality controls The results deliveredobjectives, time constraints and quality controls. The results deliveredare crisp, focused and clearly actionable
•Face to face interviews•Computer aided interviews•Telephonic Interviews•Census•Observation•Observation
Quantitative Research
Marketing Research Applications
Quantitative Research
• Advertising Research
• U&A Studies
• Pricing Research• Pricing Research
• Product Research
• Concept Testing
• Positioning Research
• Customer Satisfaction
• Brand Health Research
• Market Size Estimation
• Market Segmentation Research
• Social Sector Research • Social Sector Research
And much more…
Quality Control
PRE FIELD DURING FIELD POST FIELD
Quality Control
PRE FIELD DURING FIELD POST FIELD
•Pre tests for finalizing survey instrument
• Extensive Briefing Sessions
• Field Supervisors for initialinterviews
- 10 %Physical and 5%telephonic supervision
• Data entry verificationthrough double entry of20% forms
- Cleaning programexecutionSessions
• Mock Sessions held
• Pilot Tests: Beforefieldwork
telephonic supervision
- Checking by Supervisorprior to data entry
- An independent Quality
execution- Code book development
-Logic Checks / Routine
fieldwork p yControl department
- QC verifies 20% work ofeach interviewer
Key Sectors for which AAL has worked for
TELECOM HEALTHCARE
Key Sectors for which AAL has worked for
SOCIAL MEDIA
BANKING FUEL/LUBRICANTS
TOBACCO ADVERTISING
HOME & PERSONAL CARE
FOOD & BEVERAGES
FOOTWEAR
REAL ESTATE
Sector Experience
FMCG Telecom Banking Social Media
Sector Experience
• Market Sizing• Market
Segmentation
• Campaign Evaluation
• CSS• Mystery
S i
• Opinion Studies• Pre & Post Ad
T t
• Media Habits Studies (syndicated)o Multi Media TimeSegmentation
• U &A• Concept Test• Packaging• TVC Testing
• Market Segmentation
• Concept Test• Image Studies• Value Proposition
Shopping • Concept Test• Brand Name
Testing• TVC Testing
Tests• Concept Test
o Multi Media Time Budget Study
o National Readership Survey
o Kids Media Reality • TVC Testing • Value Proposition Studies
• TVC TestingStudy
o Teen & Youth Panel Study
TV Vi hi St d• TV Viewership Study• Info Mining• Positioning Studies
AAL Infrastructure…
REGIONAL OFFICE (Pindi)Office # 5, 1st FloorLiberty Plaza, Opposite RGH, Murree Road,Rawalpindi.
REGIONAL OFFICE (Karachi)229/1 – C, Block – 2, P.E.C.H.S Karachi
HEAD OFFICE (Lahore)13-H,, Gulberg - IILahore.Tel: 042 - 35871131 - 36Fax: 042 - 35762483
Karachi.Ph: 021- 34301721 – 25
Field Coordinators: Hyderabad, Sukkur, Peshawar, Quetta, Multan and Faisalabad.
Organization ChartOrganization ChartCEO
H. Aftab Ahmad
COOQuratulain Ibrahim
Admin & Finance Director Operations
Aamir A. ShaikhDirector Client Services
Ahsan Rashid
Executive QC
Sajid Hussain
Deputy Manger Field
(South)Javed Akhtar
DP Manager DP & DC
Shahid Asghar
Process Executives
In-charge Fin &AdminHaris Ali
Asst. Finance/Admin
Shakeel
Tracker, Ad Effectiveness & Banks
South
Tracker, Ad Effectiveness & Banks
North
QuantitativeA team of 8 Executives
QualitativeA team 3 exeutives Hussain
Executive DC & DP
Sajid Hussain
Javed Akhtar
Sr. Sup (Central)Shahbaz
Sr. Sup (North)Shaukat
Regional Coordinators
Quality ControlAsst.
Accounts Yasir Javed
Shakeel Ahmed
South North
2 REs 1 RE
Incharge ITTahir Qamar
Senior Supervisor DCAdil Rehman
Aftab Associates – Management Team
CEO H Aftab Ahmad: founded Aftab Associates Limited in 1983 He is a renowned
Aftab Associates Management Team
CEO, H. Aftab Ahmad: founded Aftab Associates Limited in 1983. He is a renowned
member of the global market research community & a part of prestigious associations like
MAP, MRSP, MRS-UK, ESOMAR and American Marketing Association. He has also been
recently awarded Fellowship of MRS, UK.
COO, Quratulain Ibrahim: with over thirteen years of extensive Marketing ResearchCOO, Quratulain Ibrahim: with over thirteen years of extensive Marketing Research
experience she has handled more than 800 projects covering numerous sectors/industries. She
is credited to have developed the urban and rural Socio-Economic Classification system
hi h i d b h i i P ki M Ib hi iwhich is used as common currency by research companies in Pakistan. Ms. Ibrahim is a
Marketing Research Consultant for various national and international organizations and is
also a Marketing Research Trainer
Aftab Associates – Management Team
Director, Client Services, Ahsan Rashid: Has over ten years of market research experience
Aftab Associates Management Team
in Pakistan and Middle East (ME), and has worked with leading clients in the industry
including P&G, Coke, PTC & MSD. He is credited to have developed the pharmaceutical &
the automotive sectors He has worked across categories and practiced every prevalentthe automotive sectors. He has worked across categories and practiced every prevalent
research methodology
Director Operations, Aamir A. Shaikh: Heading Operations at Aftab Associates. With over
25 years of experience in the field of Marketing Research including six years in brand
activation, he has exposure to Afghanistan and UAE markets and across Pakistan. He is aactivation, he has exposure to Afghanistan and UAE markets and across Pakistan. He is a
member of MRSP & trainer for the Applied Economics Research Center in Karachi
Contact InformationContact Information
KARACHI LAHORE
229/1 – C, Block – 2, P.E.C.H.S, Karachi, Pakistan
13 - H, Gulberg II,Lahore, Pakistan
Phone: + (92-21) 34301721 – 25
Phone: + (92-42) 35871131-36Fax: + (92-42) [email protected]
www.aftabassociates.com