make better, faster decisions to grow your brand...make better, faster decisions to grow your brand...
TRANSCRIPT
Make better, faster
decisions to grow
your brand
Insurance Brand Guidance 2020
yearly program
Fabio Da ColHead of Unit Finance, Tech, Communication, Utilities
Insights Division
Fabrizio AndreoseClient Partner - Banking & Insurance
Insights Division
A brand is far more than just a product, or a service.
Today there is full awareness that brands need strategic support to
ensure long-term growth but too often efforts are mainly focused in
short-term activations - thinking quarter after quarter.
Our most recent studies tell us that only 52% of Brand Managers are
confident that in their organization there is a correct balance and
investment between short and long-term performances allocated to
building brand value.
So what to do? Continuing to give in and focus on a quick return or
resist, fight and adopt a more prospective vision of growth? Or
maybe there is another way to reconcile this dilemma?
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Brands need an agile and modular* system for today guidance
Considering market’s need for a program providing data, insight and consultancy on key marketing hot
topics, in Kantar we have developed our renewed Brand Guidance approach, Brand Pulse, offering
SPEEDAlways-on signals about your
brand and campaign
performance
DIAGNOSTICSDiagnostic insight into the latest
consumer sentiment and how
people are engaging with your
activities
FUTURE-PROOFED
INSIGHTSHarnessing market and
consumer data to uncover
opportunities for growth
* Enrich and personalize your tracking with additional modules as Analytics ROI Measurement, Digital and
Multi-channels campaign deep-dive, communication’s optimization
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CAMPAIGN
Helps you to improve return on your media
investment
ꟷAre there early signs I could optimize my advertising
investment before all the media budget is spent?
ꟷAre people engaging with my campaign?
ꟷDo I need to adjust my campaign spend/creative mix,
channels used to be more efficient?
BRAND
Allows you to course correct to grow faster than
competitors
ꟷ Is my brand on track to grow as intended? Do I need to
course correct?
ꟷAm I positively changing perceptions of my brand?
ꟷDo I need to take remedial action because there are early
signs of potential brand decline or competitive threats?
You may answer a range of business issues with a focused approach
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Actionable measures
Identified as early indicators of
KPI changes
Validated metrics
Validated, responsive
metrics linked to growth
Mobile friendly
Reaching people that are
more representative than PC
based samples
Speed and quality
Short surveys give better
quality data – automation
allows faster results
Cost effective
Savings in tracking can be
redirect to timely deep dive
modules for topical issues
Flexible
Include custom KPIs as
well as core fast moving
measures
Brand Pulse Continuous Tracking, covering 52 weeks with online interviews
reaching 5.200 respondents: a focused survey of only 10 minutes that can
cover the measures that matter
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The dashboard
presents data in easy
to understand format
using interactive
infographics and
provides users a
summary on key
brand and
communication
metrics
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Investment – Continous Brand Tracking
Here below estimated investments for continuous brands tracking with Kantar Brand Pulse and one off Brand
Equity deep dive
Tool
Core
Questionnaire /
Module
Design Investment
Brand Pulse™ Tracking100ss x week
(5.200ss Total)
52 weeks; LOI 10’; Online
dashboard; .xls monthly
delivery weekly data
20.000 €
Deep Dive Equity - (optional)4/5 week of
fieldwork
+8’ LOI; Delivery Ad Hoc
.ppt report3.000 €
Terms and Conditions of payment:
VAT is excluded
20% upon commissioning (payment 30 days
from invoice)
80% split by quarter (payment 30 days from
invoice)
The research proposed includes the following:
ꟷ Study set up
ꟷQuestionnaire design
ꟷSet up
ꟷScripting
ꟷFieldwork arrangements and costs
ꟷAnalysis and interpretation
ꟷOne presentation complete with conclusions and recommendation
The investments presented
on this quotation refer to
the conditions detailed\ on
this research proposal. Any
amendment to these
conditions (methodology,
study design, servicing,
invoicing, etc…) might
imply a revision of the
required investment.
The research proposed does not include the
following:
ꟷAdditional presentations
ꟷExtra data analysis requests
ꟷTranslation of material
ꟷAnything not explicitly mentioned under “the research
includes”
ꟷTravel costs
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Fabio Da ColHead of Unit Finance, Tech, Communication, Utilities
Insights Division
M +39 348 8507850
Fabrizio AndreoseClient Partner - Banking & Insurance
Insights Division
M +39 349 5155516
Thank you
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