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© 2009 CIC IMF (Infant Milk Formula) Report An IWOM Category Overview Report focused on IMF in China: your guide to IMF consumer insight and digital intelligence from Internet Word of Mouth (IWOM) Production: CIC IMF Team Time Period: 2008 Jan-Dec

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An IWOM Category Overview Report focused on IMF in China: your guide to IMF consumer insight and digital intelligence from Internet Word of Mouth (IWOM)

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Page 1: CIC IMF Report Teaser

© 2009 CIC

IMF (Infant Milk Formula) Report

An IWOM Category Overview Report focused on IMF in

China: your guide to IMF consumer insight and digital

intelligence from Internet Word of Mouth (IWOM)

Production: CIC IMF Team

Time Period: 2008 Jan-Dec

Page 2: CIC IMF Report Teaser

2Category Overview Report for Infant Milk Formula

ABOUT THIS REPORT: OVERVIEW

• CIC’s IWOM insightTM Category Report is a thorough introduction to the

IWOM around the Infant Milk Formula (IMF) Industry. The report is ideal for

brands and marketers who want to gain better insight into the influential

Chinese Internet community and/or who are looking into create IWOM based

marketing campaigns. In order to provide this level of insight, the report

addresses the following questions: how much talk is going on, what’s being

said, who’s saying it, where is it being said and what does that mean for

brands.

• This IWOM insightTM Category Report gleans insight and digital intelligence

from various Internet Word of Mouth (IWOM) sources and provides insight

into issues regarding reputation measurement, consumer research, new

media strategy and marketing inspiration.

Page 3: CIC IMF Report Teaser

3Category Overview Report for Infant Milk Formula

ABOUT THIS REPORT: DESIGN AND METHODOLOGY

• To complete this IMF category overview report, CIC tracked 35 IMF brands

during the period of 2008, collecting 11,404,911 BBS (online message board)

messages from a top parenting BBS in China. All collected messages were

then categorized and mined according to a library of terms (including Internet

slang) that represents IMF companies, brands, products, and attributes.

• All obvious “spam” and troll messages called 灌水 (guan shui) were filtered

out. Messages that contained the correct characters yet referred to something

other than the intended object were also filtered out.

* Please check out the full research methodology by click here.

Page 4: CIC IMF Report Teaser

4Category Overview Report for Infant Milk Formula

ABOUT THIS REPORT: RESEARCH OBJECTIVES

This report aims to generate significant insights and information for companies

interested in the IMF industry and so will specifically focus on topics based

around:

Marketing Research

Competitive Intelligence

Customer Relationship Management

Brand Equity Tracking And Reputation Management

Public Relationship And Crisis Management

Media Planning And Purchase

Campaign Ideation

Page 5: CIC IMF Report Teaser

Report Highlights:

• How many online buzz relevant to IMF are going on?

• What are most discussed IMF brands?

• How is the IWOM health of the top four brands?

• How does Sanlu Crisis affect IMF industry in 2008 Q3?

• What are the most talked attributes of IMF IWOM?

• Where are these conversations taking place?

• What do these conversations mean for brands?

Page 6: CIC IMF Report Teaser

6Category Overview Report for Infant Milk Formula

0

2,000

4,000

6,000

8,000

10,000

12,000

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec.

Monthly Post and Conversation Trends around IMF, 2008

Total IMF related buzz volume: 314,799 posts, coming from 55,729 conversations

CATEGORY BUZZ OVERVIEW Infant Milk Formula (IMF) related buzz has average of 26,000 posts per month mentioning 35 IMF

brands and 50 drivers covered by CIC patent pending Chinese text mining technology. The overall

category buzz peaked in September 2008 which is about 3 times of the average buzz, due to the

Sanlu Milk Crisis

Page 7: CIC IMF Report Teaser

7Category Overview Report for Infant Milk Formula

Brand J

Brand I

Brand H

Brand G

Brand F

Brand E

Brand D

Wyeth

Dumex

Abbott

Buzz Incidence of Top 10 IMF Brands, 2008

Total IMF related buzz volume: 314,799 posts

IMF BRAND BUZZ OVERVIEWAbbott was the most discussed IMF brand, followed by Dumex, Wyeth and Mead Johnson

Page 8: CIC IMF Report Teaser

8Category Overview Report for Infant Milk Formula

BRAND IWOM HEALTH MATRIX I: According to CIC IWOM Brand Health index, Dumex received the highest rating with strong

performance in both buzz volume and Net Sentiment Rate, while Abbott received high buzz volume

but relatively low net sentiment

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

60,000 70,000 80,000 90,000 100,000 110,000 120,000

IWOM Health Landscape of 4 Main IMF Brands, 2008

Abbott

Dumex

NSR

Buzz VolumeTotal IMF related buzz volume: 314,799 posts

Wyeth

Mead Johnson

Page 9: CIC IMF Report Teaser

9Category Overview Report for Infant Milk Formula

“I drank Sanlu milk powder

ever since I was a small kid” “Coach, get me two

glasses of Sanlu, and I

can run the whole game

without having to pee”

“If I had been a spokesperson for Sanlu, I

could blame quitting the Olympics on the

dairy farmers…”

Use 500 fighter jets to exchange with China for the

Sanlu formula! No cost will be spared to get this kind

of chemical weapon!

“If I had drunk this

milk powder I

wouldn’t have had

to go to the toilet

and Bush would

have never caught

me.”

SANLU CRISIS - CONSUMER FEEDBACK Netizens expressed their anger in creative and sarcastic ways pointed to IMF brands directly

Page 10: CIC IMF Report Teaser

10Category Overview Report for Infant Milk Formula

Total IMF related buzz volume: 205,953 posts

Package

Crisis

Purchase Channel

Milkpowder Sort

Side Effect

Price

Target Period

Formula

Marketing Approach

Origin

Top 10 Most Discussed Attributes around IMF, 2008

IMF DRIVER OVERVIEWThe origin of the IMF brand (i.e. imported or domestically manufactured) was the top driver of buzz

around IMF in 2008

Note: Buzz Incidence refers the ratio of

number of relevant posts in total posts

Page 11: CIC IMF Report Teaser

11Category Overview Report for Infant Milk Formula

Protein

DHA

Iron

Calcium

Sucrose

Buzz Incidence of Top 5 Attributes around Formula, 2008

Summary:

Product formula is often mentioned in discussions about IMF

as moms are always careful to check the ingredients before

choosing a milk powder.

In particular, sucrose is the most discussed attribute in the

milk powder category. In discussions, moms typically prefer

milk powder that does not contain sucrose, as many believe

sucrose can cause harm to their babies.

Sample Quotes: (Link)

给宝宝选奶粉时一定要注意:不能含有蔗糖

Attention! Don’t choose milk powder that contains

sucrose, it’s not good for babies.

糖分高的奶粉虽然孩子愿意喝不过对孩子不是很好

Although milk powder with high sucrose is more liked by

babies, it can be bad for them.

ATTRIBUTE ANALYSIS - SUCROSE (FORMULA)Sucrose was the most mentioned attribute in discussions about milk formula, driven by posts

mentioning Sucrose can cause harm to babies

Price

Target Period

Formula

Marketing Approach

Origin

Buzz Incidence of Top 5 Drivers around IMF, 2008

Page 12: CIC IMF Report Teaser

12Category Overview Report for Infant Milk Formula

E-COMMUNITY BUZZ OVERVIEW

The top 4 e-communities dominated the IMF IWOM with a total of around 80% of all IMF related

posts, while 19th floor (19楼) shows up as a hot parenting e-community

51.8%

70.8%

77.1%

82.2%

0%

20%

40%

60%

80%

100%

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Buzz contribution of Top E-communities for IMF, 2008

Total IMF related buzz volume: 314,799 posts Number of Site

Page 13: CIC IMF Report Teaser

13Category Overview Report for Infant Milk Formula

Finding:

• At the end of March, it was announced that the price of IMF products would increase in April.

• Not surprisingly, “Price Inflation” became one of the main topics discussed online in April.

• Following April discussion around price increase, “Special Price” became the most mentioned keyword

around IMF in May.

HOT KEYWORD ANALYSIS In Spring 2008, the price of IMF products was a popular discussion topic, due to price increases in

March and April and special discounts offered online in May

Hot Keywords Around IMF in March

Hot Keywords Around IMF in April

Hot Keywords Around IMF in May

DATA PERIOD: March - May, 2008

SIZE OF WORD: represents times

of mention

Price

appreciation

Price

AppreciationSpecial

offer

Page 14: CIC IMF Report Teaser

What is the research

methodology?

Page 15: CIC IMF Report Teaser

15Category Overview Report for Infant Milk Formula

RESEARCH METHODOLOGYCIC buzz measurement process

Using customized tools to analyze buzz volume and content

Experienced analyst to dig out insights behind IWOM dynamics

Buzz findings Delivery on regular basis in flexible format

Expert construct product & driver categorization

Data mining by powerful natural language mining tools

Human quality assurance for data mining result

Identify relevant source of online conversation source

Using customized tools and industry term library collecting data

Filter out irrelevant and duplicate data and assess data quality

Data Analysis

Data Collection

Data Mining

Page 16: CIC IMF Report Teaser

16Category Overview Report for Infant Milk Formula

IWOM RESEARCH METHODOLOGY: DATA COLLECTION

IMF Report

Industry Analysis

CIC IMF Industry Practice

Fixed Research Data Panel

Baby care & IMF

related IWOM

Industry

Practice

DatabaseCIC IMF Data Panel

Collect average 1 million messages every

month from CIC selected and fixed BBS

forums related to Baby Care and IMF

industry practice.

FIXED FORUM

Empowered by CIC self-

developed patent BBS

message Spider/Robot

Page 17: CIC IMF Report Teaser

17Category Overview Report for Infant Milk Formula

Structured Brand/Product Analysis

Our experts construct detailed customized productbuzz categorization based on natural online discussion using powerful language mining tools to measure the quantity of buzz and brand mentions.

Note: the tree showed here is a small part of the tree structure, which for example.

Diversified Attribute Analysis

According to naturally occurring online discussion and the scope of the interests, we also look into the attributes and aspects of the online buzz and the associations with product related talk.

Sample Product Tree Sample Driver Tree

IWOM RESEARCH METHODOLOGY: DATA ANALYSISProduct Buzz evaluation, to identify which product is being discussed

Page 18: CIC IMF Report Teaser

How do I learn more?

Page 19: CIC IMF Report Teaser

19

FULL CONTENT FOR IMF CATEGORY OVERVIEW REPORT (1)

Introduction of Category Overview• Report Description: A comprehensive overview of the Mainland China IMF IWOM environment which includes “how much

IMF talk, what’s being said, who’s talking, where they are talking, what does it all mean and what brand/agency should do”.

• Data Coverage: 11,404,911 BBS (online message board) messages generated by 969,861 conversations on parenting

communities during year 2008.

Part I: China IWOM Introduction• The Power of The Internet Community: key statistics, perspectives, and case studies that demonstrate how Internet Word

of Mouth (IWOM) is redefining the brand/consumer relationship in China• IWOM as Strategic Intelligence: selected cases for “Brand Reputation Management”, “Consumer Insight from Product

Talk”, “New Media Intelligence” and “Marketing Ideation”

Part II: Brand Reputation Management• IWOM Health Analysis

Buzz volume and buzz trend of overall IMF category

Brand IWOM health (including buzz volume and sentiment)

Buzz volume and trend of leading brands

Hot positive or negative topics around brand discussion

• IWOM Crisis Case Study

Introduction of crisis 2.0

Key crisis case review in 2008

• IWOM Based Brand Image Analysis

Brand image analysis of key brands (analyzing the brand image of key brands in netizens’ mind via qualitative

methods)

Page 20: CIC IMF Report Teaser

20

FULL CONTENT FOR IMF CATEGORY OVERVIEW REPORT (2)

Part III: Consumer Insight from Product Talk

• IWOM Dynamics of Product Discussion

Buzz volume of key attributes (i.e. origin, marketing approach, formula)

Qualitative analysis of key attributes to provide in-depth understanding

Buzz volume of key sub-attributes (i.e. origin’s sub-attributes are imported milk powder and exported milk powder)

Buzz volume of brand related key sub-attributes

• Consumer Insights from Interesting Topics (i.e. emerged purchase channels and substitutes for IMF after “Sanlu” Crisis, etc.)

Part IV: New Media Intelligence

• Hot Communities Analysis (via CIC community analysis index as below)

Participation & Passion

Creativity & Interactivity

• Key Efluencer Analysis

• Community Case Study: a look inside the culture and key functions of an influential community

Part V: Marketing Ideation

• Digital Culture Analysis for IMF Category

Hot net language in Internet

Hot keywords within IMF talk

Hot conversations within parenting communities

• Campaigns and Inspiration

Creative ideas from netizens

Successful campaign case study

Page 21: CIC IMF Report Teaser

21

HOW CIC CAN HELP ON SOCIAL MARKETING IN CHINA

• Market evaluation: evaluate the IWOM performance of IMF brands and other

various brands (buzz volume and sentiment)

• Competitive intelligence: understand how key competitors’ performance and

marketing activities in social media

• Consumer insight: find out netizens’ needs and feedback on various IMF products

• PR management: understand netizens’ feedback on potential/ current crisis and

enable the brand learn quickly with the help of CIC experience on crisis management

• Media buy: tell the brands where it could launch its social media advertisement

• Online campaign tracking and evaluation

Page 23: CIC IMF Report Teaser

Thank YouOUR BLOGS:

www.seeisee.com (Chinese)

www.seeisee.com/sam (English)

OUR WEBSITE:

www.ciccorporate.comm

www.iwommaster.com

CONTACT US:

[email protected]

This report is copyrighted material owned by CIC. Any improper

use of this document or its content will be considered a

violation of CIC IP copyright and CIC has the right to take legal

action.

本研究报告归CIC公司版权所有。任何对本研究报告或报告中任何内容的不当使用都将被视为对CIC知识产权的侵犯,CIC有权诉诸于法律。