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


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


Focus Group DiscussionsWe have qualified and experienced psychologists and moderators conducting


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


Observational Techniques Employed


• 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


AAL IN ‐ HOUSE FOCUS GROUP SET UP WITH VIEWING FACILITY


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


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


Marketing Research Applications


• 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

[email protected]

Phone: + (92-42) 35871131-36Fax: + (92-42) [email protected]

[email protected]

www.aftabassociates.com

aftab associates company profile

Documents