1

Mapping Customer Journey

New Developments in Measurement and Analytics

2

3

Relationships within a Paid, Owned and Earned

marketing ecosystem

Media

Communications

Recall

Kotex Total

Brand

Awareness

Kotex Brand

Familiarity

Kotex Brand

Purchase

Consideration

Likelihood to

Recommend

Kotex to family

& friends

Positively Engaged

Social Media

Chatter for Kotex

(SEITM)

Nielsen Retail

Sales Volume

for Kotex

Kotex

Web Traffic

Data based on waves of research (appendix 3 )

OWNEDMEDIA

In this second model we have

introduced web traffic, social

voice of the customer (SEITM)

and total retail sales for Kotex

(all forms).

Path to Purchase Model

Kotex Brand

Experiential

and Image

Attributes.

3

4

KOTEX SPONTANEOUS

BRAND AWARENESS

TV/CINEMA

RADIO

SAMPLING & TRIAL

INTERNET DISPLAY

OUTDOOR

PRINT

Fabulous Teaser

Why Choose Ordinary

Message

Likeability

KOTEX BRAND FAMILIARITY

KOTEX BRAND CONSIDERATION

LIKELIHOOD TO RECOMMEND

KOTEX TO FAMILY AND

FRIENDS

Nylon

Makeover ONE

Makeover TWO

IN-STORE

Kita’s corner

Media Recall

Communications RecallBrand

Awareness

Protection I Trust

Keep you drier

Keep you smelling

fresh

Gentle on your skin

Makes you feel more

comfortable

Designed for best

Protection

Has attractive

Packs

Effectively absorbs fluid

Suits your lifestyle

Good Value

Fabulous CoCo

SOCIAL MEDIA

MOBILE

MXIT

Brand

Familiarity

Brand

Consideration

Brand

Recommendation

0.12

0.11

0.15

0.13

0.08

0.05

0.19

0.32

0.54

0.58

0.50

0.46

0.43

0.04

0.17

0.10

0.03

0.18

0.17

0.43

0.14 0.41 0.21

0.13

Intrinsic brand attributes

Extrinsic brand attributes

0.83 0.82 0.84 0.82 0.78

0.79 0.63 0.79 0.78 0.11

Outdoor = Billboards, Posters and Taxi Rank advertisingPrint = Magazines, newspapers, broadsheets, promo pamphletsSampling & Trial = Stokvels, Clinics, School sampling, sampling and school presentations

0.72

Model n = 3381 (Includes 2012, 2013 & 2014 Femcare Sample)MODEL FIT RMSEA: 0.041 (Good)

Kotex Sales Funnel SEM: Consumer Journey

5

KOTEX TOTAL BRAND

AWARENESSDigital Media

Recall

Offline Media Recall

KOTEX BRAND FAMILIARITY

KOTEX BRAND CONSIDERATION

LIKELIHOOD TO RECOMMEND

KOTEX TO FAMILY AND

FRIENDS

Communications

Recall

Brand

Awareness

Gives me confidence

Protection I Trust

Keep you feeling drier

Keeps you smelling

fresh

Makes you feel more

comfortable

Absorbs fluidFashionable

brand

Designed for best

protection

Attractive Packaging

Good Value

Brand

Familiarity

Brand

Consideration

Brand

Recommendation

0.33

0.77

0.40 0.28 0.98

0.61

Intrinsic brand attributes

Extrinsic brand attributes

0.99 1.00 0.98 1.00 0.97

0.99 0.96 1.00 1.00 0.63

Offline = Billboards, Posters, Taxi Rank advertising, Magazines, newspapers, broadsheets, promo pamphlets, Stokvels, Clinics, School sampling, sampling and school presentations, Radio,

TV and Cinema

Digital= Internet, Mobile, Social Media (Facebook/T witter) and MXIT

* Social Media Voice of the Customer measured using the Semantic Engagement Index (SEITM)

Kotex Sales Funnel SEM: Consumer Path to Purchase

0.62

KOTEX Retail Sales

Volume

Social Media

Voice of the

Customer *

Kotex Retail

Sales Volume

0.74Positively engaged

social media chatter

0.39

0.33 0.32 0.05

0.04

0.79 0.55

POS SEI: Menstruation

Experience

POS SEI: Periods & Birth Control

POS SEI: Information/

Help

POS SEI: Product Form,

PADS

POS SEI: Product

colour/design

Kotex Web Traffic

0.76 0.21

0.89

6

Bangalore, IN Office:No. 141, 2nd Cross, 2nd Main,Domlur, 2nd Stage, Bangalore 560071Phone: +91 80 40917572, +91 80 40916116info@therainman.com

Contact Us US Office:

Suite 100, 1780 Chadds Lake Dr, NEMarietta, Georgia, 30068-1608

Atlanta, USA

info@bottomlineanalytics.com