iiml_ql_sess_3_july9_2011

8/3/2019 IIML_QL_sess_3_July9_2011

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Invitation

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Frameworksfor Analysis

Qualitative Research Session #3

IIML 9 July 2011

PQR Priya Tandan


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Analysis Frameworks

1. Socio-Cultural Frameworks- identifying key attributes/ dimensions (4 boxes)

- Hofstede (concentric circles)

- Maps (X and Y axes)

- Maslows hierarchy (Triangle)- Mary Goodyear Consumerisation Model

2. Brand image frameworks- NLP/ world view

- collages- brand maps

- Brand communication / Ads


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Invitation

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1.1 Socio-Cultural ProfilingFrameworks

4 Key Parameters: Lifestyle / Behavior / Physical /

Emotional : 4 Boxes


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Example 1: Core female users, 30-39 yrs

Physical Manifestation

Radiant: contagiously!

Bright eyes, rosy cheeks

Very fit..like Superman

Reaches out,approachable

EXPRESSIVE

Emotional/ Psychological

Positive outlook

Emotional maturity

Rational approach

Flexible: move withchange

Determined anddisciplined

PROACTIVE

Behavioural

Upbeat, nimble

Walks with a light step

Role-model :professional

Even temperament

In-controlAPPROACHABLE

Lifestyle

High on recreation

Family time, personal

time Routine: sleep/ rise early

Occasional indulgence

Successful, rich

BALANCE

This person is empowered, in-control of self &

environment

Eg. - Aspirations among ONE segment


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Example 2: Adventure Club, IIML- AMR

Physical Manifestation

Fitness levels moderate

May need working out

/practice sessions for

harder routes /programs

FIT

Emotional/ Psychological

Positive outlook

Rational approach

Partly Flexible: movewith change

Determined anddisciplined REACTIVE

Behavioural

Displays keen interestinitially

Cools off when givensome of the details

Main motivation bragvalue? Being different?

May not voiceapprehensions

Lifestyle

High on recreation

Will need photo shop /

detailed itinerary Weather forecasts

Routine: sleep/ rise early

Occasional indulgences

COMFORT

This person is basically interested, but is uncertain of

some of the logistics and comfort levels

Eg. Profile of ONE segment Passive(vs HardCore)


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1.2 Socio-Cultural ProfilingFrameworks

Hofstede Model : Concentric Circles

Photo Collages made by Consumers:


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A PROFILING MODEL (Geert Hofstede)

Values

Culture

Rituals

Symbols Tangible manifestations :eg. teen idols/ brands etc

Core Motivation : drivingfactor for outer layers

Attitudes and beliefs :form the framework forbehaviour

Practices and habits :eg. family activities etc.


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Illustration 1: Cultural Profile Taiwan Core Users BEC

Values

Beliefs

Rituals

Symbols

Info-seek

Exercise

Family-care

Diet care

Males:work

Beautyregime

Activ

e

Health books/guides

Knowledge

Value

(Mayor)

Present- ability

Contributionto family

Smartnot naive

Savvy motherProtective father

Self-identity from being efficient, value-conscious(mothers)


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1.3 Socio-Cultural Profiling

Frameworks

Comparing socio-cultural groups: X & Y Axes


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CONTEMPORARY

TRADITIONAL

ACTIVE RESIGNED

PACK LEADERS Wellness: control over self

& environment Expressive, confident Needgaps: personality

enhancement; access toinformation, care

COMFORT-SEEKERS Wellness: coping with change,

pressure; material comfort Needgaps: prevention of ill-

health; personal counsel;temperament-control;acknowledgement of sacrifice

FAMILY CARETAKERS Wellness: family health,

prosperity, spiritualharmony

Needgaps: better inputsfor family, feel lack ofcontrol and appreciation

BEAUTY-SEEKERS

Wellness: radiance,youthfulness

Balanced lifestyle Needgaps: personal care, cope

with stress, manage time

Many feel like RESOURCES, playing a Role. Unappreciated.

Crave for COMFORT, ACKNOWLEDGEMENT & IMPORTANCE

Example 3: Understanding segment drivers

~ analytical, comparative


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Or, Alternatively...

USAGEINTENSITY

Hi

Bargain HuntersValue conscious

Lo

PremiumPricePlan- highusage,not

monitored- moreemphasison

variablecosts

TeensPricePlan- moderateusage- takenmainly forthelow

subscription- finalcostofbillimportant

EconomyPricePlan- not savvy- floaters ~ lowloyaltyto SPs- subscriptioncostisimportant

ModeratePricePlan

- monitorusage- consciousofcall

charges- higherSMS users

Most of the Churners were bargain sensitive


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Frameworks

Comparing socio-cultural groups:

Maslows Need Hierarchy : Triangle


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Example 4: Maslows Need Hierarchy

~ Marketing applications

Plotting segments by their need level

Needs Hierarchy

Physiological Needs

Safety & Comfort

Belonging

Esteem

Self-

Actualization

Adventure Club?

Smokers?

AdventureClub?

Smokers?


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Frameworks

Comparing socio-cultural groups:

Mary Goodyear Consumerization Model


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Marketing evolution consists of the growing

sophistication of the dialogue between

marketer and consumer;

what I call consumerization

Mary Goodyear

The Evolution of Marketing

Esomar Paper


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Page 16Nave consumers

Super consumers

Low

competition

High

competition

Consumerisation

Consumer Market Evolution


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Six Stages of Marketing Evolution

Nave consumers

Super consumers

Low

competition

High

competition

Consumerisation

Stage 1:

Commodity

Selling

Stage 2:

Marketing

Stage 3:

Classic

Branding

Stage 4:

Customer-Driven

Marketing

Stage 5:

Post-Modern

Marketing

Stage 6:

Cause-Related

Marketing

No brands

No advertising

Brands as personalities

Lifestyle, emotional benefits

Brands as icons

Symbolic advertising

Complex brands

Postmodern advertising

Brands as referenceRational advertising, use of endorsement

Brands as values

Idealistic advertising


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Consumerisation

Stage 1:

Commodity

Selling

Stage 2:

Marketing

Stage 3:

Classic

Branding

Stage 4:

Customer-DrivenMarketing

Stage 5:

Post-Modern

Marketing

Stage 6:

Cause-RelatedMarketing

Consumer Market Evolution


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2.1 Brand / ImageFrameworks

NLP : Sensory Imprint


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Example 5: Neuro-Linguistic Programmingand World view

World view, Planets Sensory imprint using the NLP

if you were in a helicopter, and you were rising

above the land of this brand, what would you

see? Hear? Smell? What are the people like?

Where are they going? What do they eat?

What is the weather like? etc

enables a complete snapshot of the brand -

very useful for creative inputs, advertising

execution

Visual Olfactory

Aural

Gustatory

Kinesthetic

White

Plush homeFresh sea

breeze

Pizza

Coke

Satin

smooth

Classical

music


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An Illustration: Dove Soap

KINESTHETIC

(Touch)

AURAL

(Sound)

OLFACTORY

(Smell)

GUSTATORY

(Taste)

western food,champagne,wine

ELITE, FOREIGNER

NATURAL, OPEN SPACES

CULTURE

- smooth,luxurious,- cotton,

satin

- SENSUAL, TENDER

birds,breeze

orchestral

White,pastels,drape,

Steel,high-endtechnologyMODERN, ORGANIZED,

PURE ( cold?), FEMININE

VISUAL(Sight)

- champagne

- hintofperfume

- freshairconsmell

- RICH,SOPHISTICATED

- NOT OF THE EARTH

+ve

BUT IN SPITE OF ELITE

IMAGE - STILL SEEN

AS LOCAL BRAND

-ve

- SLIGHTLY

DISTANCED FROM

NATURE

- FE

W FAMILIAR ,WARM SENSORIALS


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2.2 Brand / Image

Frameworks

Attribute - Benefit Laddering : Core Brand

Values


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Attribute --> Benefit Laddering

Core Brand Values - Dove Shower Cream

premium price --> superior quality --> sophisticated

mild /no fragrance ---> not harmful, safe --> gentle

coconut oil --> enriching --> rich feel on skin --> sensual OR

AHA ingredient --> unique --> innovative -->ahead of the times


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Example 6: Core Brand Values

SENSORY

FACTORS

EMOTIONAL FACTORS

PHYSIOLOGICAL

FACTORS

ATTRIBUTES

BENEFITS

VALUES

Gentle Sensual

Sophisticated

UniqueSuperior quality

Premium

price

CommunicationPack

Personal

Soft

skin

Liquid

form

Pack

Rich

feelon

skin

Non

harmful

Mild

Enriching

Pack

(Ingredient)

FragranceFragrance

Dove Shower Cream


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Example 12: Comparative Brand Imprint

AquaFresh Oral-B

Emotional

outgoing/sporty

energetic/youthful socially active

talented/creative

SensoryBase product(strong link)

red, white &blue colours

fresh, refreshingVariant (vibrant colours)

Functional

Variant

gentle (fruit assn.)

product features

Sensory

products visuallyappealing

pastel colours premium look

Functional

cleansthoroughly

medicallyrecommended = healthy

Image derived from base product;Fresh/energy generic to personal

hygiene: potential to make it a

brand property?

expert, therefore - steady / reliable / trusted

homely / family focused mature practical

Emotional

Owns the expert plank;distinct;

strong emotional equity


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2.3 Brand Image

Frameworks

Kapferer: Brand Identity Prism

David Aaker Model :Brand Equity


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BRAND IMAGE CONSUMER NEEDS

BRAND

PERSONALITY

BRAND

IDENTITY

RATIONAL

NEEDS

EMOTIVE

NEEDS

CONSUMER

RELATIONSHIPS

CONSUMER

RATIONALISATIONS

Source: Heylen et al. (1995)

Consumer relationships

& brand identity


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BRAND IDENTITY PRISMBRAND IDENTITY PRISM

Externalisation

Internalisation

Picture

of

Sender

Picture

of

Recipient

Physique

Relationship

Reflection

Personality Self-image

Culture


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ANALYSING BRAND EQUITY : DAVID A. AAKER

BrandEquity-Name

-Symbol

NAME AWARENESS

- whether TOM,

recalled,

recognized,

unaware

- name association

OTHER PROPRIETARY

ASSETS

- anything else that isa brand property

PROVIDES A HOLISTIC PERSPECTIVEOF BRAND

BRAND

ASSOCIATIONS

- intangibles

- user

- attributes

PERCEIVED QUALITY

- performance

- features

- reliability

LOYALTY

- relationship with brand

- points of vulnerability


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2.4 Brand Image

Frameworks

Perceptual Map : Comparing brands : Axes


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Example 10: Perceptual Brand Map

Where does Brands stand vis--vis the consumer segments

Contemporary

Traditional

Enhancing Curative

Birds Nest, Bee

Pollen, Royal Jelly

beauty & youth

Chinese HerbsNatural, gives energy

Essence of Chickencure-all

Our brand: Currently with a declining segment. Needs to reposition itself

BHS, other health supplements

supplements their diet

specific health supplements

supplements their diet

PACKLEADERS

COMFORT-SEEKERS

FAMILY CARETAKERS

BEAUTY-SEEKERS


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2.5 Brand ImageFrameworks

Comparing Brand Communication


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Example 11: Communication Comparison Across brands

Parameters1. Interest generated

2. Overall appeal

3. Distinctiveness of ad

4. Relevance

5. Comprehension

6. Aspiration/desirability

7. Distinctiveness of product

8. Appeal of elements

9. Impact on brand (+ve)

10.Product demo

Zit-oOxy Glower

Ads hinge on product newness; an active talent immediately arouses interest


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Understanding the Ads Effect

MESSAGE ELEMENTFeatures, attributes

EXECUTIONALFRAMEWORK

Action, situation

DESIREDPOSITIONING

Consumer benefits

THE AD Consumer take-outStoryline

Sensory cues

Usage consequenceusage expectation

Product featureBenefits

User ImagerySelf Association

Mood, ToneExecution Devices

EFFECT(FEELING)


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THE END

THANK YOU

iiml_ql_sess_3_july9_2011

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