NeedScope in Action9 Case-Studies to Demonstrate NeedScope Addressing Marketers’ Issues

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Examples of NeedScope in Action

PositioningHow do we differentiate a legal firm?

InnovationHow do we line-extend an iconic brand?

Brand MergerWill combining brands improve overall positioning?

Brand StrategyHow can TVS regain market-leadership?

Image Measurement What are the real differences between juice brands?

Brand Strategy How can a charity maximise donations?

SponsorshipHow can a bank maximise sponsorship budgets?

CommunicationsHow can we measure emotion in advertising?

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Brand Strategy How can Queensland compete more effectively?

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Brand StrategyHow Can TVS Regain Market Leadership?

The SituationThe 2 wheel market in India had moved from scooters to motorcyclesClient, TVS, lost its leadership positionAttempts to regain this by launching a motorcycle were unsuccessfulThe problem was not product, but brand

The ResearchA qualitative and quantitative NeedScope programme to;

Understand the unique dynamics of the 2 wheel marketIdentify best strategic opportunity for TVSWork with client to develop a motorcycle brand to connect emotively with consumers

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Brand Strategy How Can TVS Regain Market Leadership?

The InsightsUnlocked emotive drivers for riding a motorcycle -Liberation and PotencyOpportunity revealed for a new brand in LiberationBrand needed to have irreverence, sociability, freedom and exploration at its core, with a young sporty image

The OutcomeDeveloped brand targeted directly at the youthful, irreverent side of liberationApache successfully launched, making strong emotional connection – It’s Now or NeverResulted in industry accolades, renewed passion within TVS and return to no. 1 position

Success by building a powerful new brand based on core emotive drivers

Heart of the motorcycle market

Liberation segment offered best opportunity

for TVS

Clients brands operated here

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PositioningHow Can We Differentiate a Legal Firm?

The SituationThe legal market is not known for powerful emotively based branding But MAQS, a business law firm in Scandinavia and Eastern Europe, was looking to challenge category normsAn opportunity to differentiate beyond the functional to optimise brand positioning

The ResearchNeedScope Modeller to;

Understand the role businesses want their lawyers to haveIdentify how law companies are currently meeting needs and uncover unmet needsExplore opportunites for MAQS and develop brand strategy and guidelines for execution

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PositioningHow Can We Differentiate a Legal Firm?

The InsightsUnderstood the different relationships business clients want with a legal firmIdentified unique opportunity for MAQS within ‘Challenger’ territory – dynamic, innovative and challengingWorked with client to explore how to express the Challenger positioning within the context of legal services

The OutcomeMAQS was able to leverage the ‘Challenger’ position

throughUse of archetypal colours black and redLogo motif – thinking outside the box Tagline “Challenging the laws of convention”Applied to all brand touchpoints i.e. logo, website etc.

Successfully unlocking emotion in a traditionally functional market

DynamicInnovative

ChallengingDemanding

Future orientedLess determined and

business-like than these lawyers

Less creative and informal than these

lawyers

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InnovationHow Do We Line-extend an Iconic Brand?

The SituationA 24 year old brand under pressureJuice category losing value and shareLooking for innovation to grow profitability and enhance the brandHybrid juice/soft drink variant seen as a possible option

The ResearchNeedScope Modeller to;

Understand dynamics of total cold drinks market Identify unmet needsCombined with NeedScope DeveloperTo evaluate different territories available to the brandAnd develop the best offer to take to the market

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InnovationHow Do We Line-extend an Iconic Brand?

The InsightsIdentified gap to develop new hybrid category 50/50 juice and soft drinkUnderstood emotive benefits bubbles bring i.e. fun & vitalityClear direction to align – product, packaging, pricing, communication etc

The OutcomeJust Juice Bubbles line extension launchedSales and profitability targets exceeded in first yearBubbles helped rebuild the core Just Juice brand

Successful innovation – meeting emotive and functional needs and staying true to the core brand

Soft Drinks

Juice

Just Juice

New category opportunity

Soft Drinks

Juice

Just Juice

New category opportunity

Soft Drinks

Soft Drinks

Juice Juice

Just JuiceJust Juice

New category opportunity

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Brand MergerWill Combining Brands Improve Overall Positioning?

The SituationCingular and AT&T Wireless brands merged due to acquisitionThe merged brand resulted in weaker brand equity

The ResearchNeedScope Positioner;

Standardised NeedScope Positioner included in a Brand Equity study (including CM measures)Analysed the positioning of Cingular vs merged brands relative to competitors to understand points of difference and commonality

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Brand MergerWill Combining Brands Improve Overall Positioning?

The InsightsPositioning of Cingular significantly moved after the merger with AT&T WirelessCingular lost its more extroverted, carefree, easy to deal with positioning The more introverted, organised and efficient values of AT&T Wireless affected the merged brand

The OutcomeThis dissonance caused the drop in brand equityCingular’s original positioning needed to be reinforced as this was more unique in the market and was driving strong brand equity

Measuring emotion gets to the real drivers of brand equity

T-Mobile

Verizon WirelessSprint

N extel

Cingular

AT&T Wireless/Cingular

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Brand StrategyHow Can Queensland Compete More Effectively?

The SituationTourism Queensland, a government organisation provides marketing support to the tourism industryNeeded to understand the Australian domestic tourist market more deeply than current demographic and psychographic methodsInsights needed to help Queensland compete more effectively against local and nearby international destinations

The ResearchA qualitative and quantitative NeedScope programme:

Develop a needs-based model of domestic tourism behaviourUnderstand the position of destinations (local and international) considered by the domestic touristIdentify the optimal position for Queensland relative to other destination options

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Brand StrategyHow Can Queensland Compete More Effectively?

The InsightsUnlocked the emotive drivers for domestic tourism in AustraliaThe heart of Queensland in the more affiliative Connectors and Social Fun-seekers spaceIdentified opportunities to leverage regional Queensland offerings to maximise market appeal

The OutcomeSegments showcased on the Tourism Queensland website, for easy industry access and useBrought to life through multi-media toolsAustralian Domestic Tourist SegmentsRefocused industry understanding of the marketHighlighted the need to leverage the full range of regional destinations within Queensland

Success by identifying a powerful destination brand position based on core emotive drivers

E x p l o r e r s

evitcA

Tra

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hsil

ytS

c o v e r e r s

siDfleSn d e r s

iwnU

ec

tor s

nn

oC

n - s e e k e r suFlaicoS

QueenslandFiji

South AustraliaTasmania

ACT

Victoria

Northern Territory

Other Pac. Is.

Thailand Bali

MalaysiaNZ

SingaporeNSW

WA

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CommunicationsDoes My Ad Execution Fully Leverage Emotion?

The SituationSony introducing the new range BRAVIA LCD and SXRD A simple message needed to be conveyed; “the colouryou'll see on these screens will be 'like no other'.”

The ResearchNeedScope in Ad Eval

NeedScope tools included as part of an Ad Eval studyStandardised NeedScope model usedMeasured Sony Bravia image as conveyed by the commercialUnderstood the emotive dimension in ad executions as well as the typical measures used in Ad Eval

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CommunicationsDoes My Ad Execution Fully Leverage Emotion?

The InsightsSonia Bravia “Paint” Ad seen to be confusing and not informative – often enough to kill an execution!

The OutcomeBut NeedScope tools add the emotive dimension – the execution has a strong emotive delivery; vital and lively with vibrant colour – on strategy Despite disappointing levels on standard pre-test measures, NeedScope showed Sony Bravia “Paint”delivers on strategy in a compelling way

Measuring emotion is critical to fully evaluating advertising

MeasureSony

Bravia%

AverageBenchmark

Agree a lot “ad was informative” 16 25

Agree “ad was confusing” 35 28

Bold, Dynamic

Vital, Alive

Lively, Outgoing

Vibrant, Colour

Modern

Sony Ad

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Image MeasurementWhat are the Real Differences Between Juice Brands?

The SituationA Fruit Juice marketer wanted to understand their brand positioning relative to competitorsTraditional image measurements showed little discrimination, largely reflecting awareness levels; Tropicana scores more highly across the image attributes regardless of attribute - reflecting its high brand profileAnd the correlation between the brand image profiles is over 0.7

The ResearchNeedScope Positioner replaced the traditional image measurements without any increase in questionnaire real-estate

750

Would recommend to my friendsTastes goodAre high qualityA brand I buy without even thinking about itIs good for me and my familyHigh qualityAre 100% juiceTastes closest to fresh squeezedFreshHealthyAre made from fresh orangesFits my dietary needsAre worth paying extra forHealthyNaturalNourishingAre nutritiousFor the whole familyFor/with breakfast/brunchRefreshingA brand that is getting better all the timeOriginal/authenticTraditionalHelps wake you up

Hood carb count down

Minute Maid Floridas Natural Simply OrangeSunny D Tropicana pure premium Store Brand

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Image MeasurementWhat are the Real Differences Between Juice Brands?

The InsightsThe brands are clearly differentiated and the NeedScope Model shows their relative positions

The OutcomeNeedScope detects differences in image profile even for brands with similar positioningThe client had a far greater understanding of their positioning and image profile relative to competitors

NeedScope brings clarity to image measurement

a m i cnyD

ertive

ss

A

p e t e n tmoC

r i n gaC

nd

lye i r

F

e f r e eraC

Hood carb count down

Minute MaidFlorida's Natural

Simply Orange

Sunny D

Tropicana pure premium

Store brand

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Brand StrategyHow Can a Charity Maximise Donations?

The SituationCharity organisation based on assisting unemployed people gain work, moving them from dependency to self sufficiencyNeeded to understand the donor market to strengthen their charity brand vs others competing for donors Ensure greater self sustaining revenue

The ResearchNeedScope Modeller;

Developed a needs model of giving behaviour Hypothesised charity brand positions and how client charity could be best positioned to take advantage of donor needs

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Brand StrategyHow Can a Charity Maximise Donations?

The InsightsIdentified core emotive need drivers of charity donation and how best to tap the wallets of each

The OutcomeAllowed the client to understand the needs of their donors and how best to reach them via communications, appropriate pledges and fundraising drives, partnerships and celebrity endorsementsRe-launched brand identity and programmes to increase donations

Success through understanding the emotion behind giving

Hoping for a brighter future

– one-off donations

Liberating Others – donate resources

Role model for others success

– mentor individuals

Finding tactical solutions

– regular donations

Embracing those in need with compassion

– donating time

Working with others to build fairer world

– community projects

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SponsorshipHow Can a Bank Maximise Sponsorship Budgets?

The SituationInitially NeedScope helped identify strategic direction for BNZ bank brandTargeted 2 adjacent segments – Leaders and ManagersDeveloped brand essence – Leadership, Empowerment & PerformanceSponsorship decisions needed to be aligned with strategy so sponsorship

The ResearchTactical NeedScope study, linked to original research

Developed a model of sponsorship i.e. what are the different goals corporate sponsorship can achieve?Evaluated possible sponsorship activities in light of BNZ’s brand ambition

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SponsorshipHow Can a Bank Maximise Sponsorship Budgets?

The InsightsIdentified core sponsorship priorities for the bank’s customer segmentsIdentified specific sponsorship activities that would align well with brand ambition

The OutcomeA framework for evaluating sponsorship providing tangible benefits for BNZ i.e.Re-evaluated existing sponsorships, changed communication of some to better reflect prioritiesIdentified new sponsorships that would deliver to the right emotive needEmpowered local managers to make local sponsorship decisions

Success through a brand-based framework for smarter sponsorship decision-making

Recognise & Reward

Develop & Promote

Uni. High Achievement Awards

Tech. Advancement

Bus. & Export AwardsPerforming Arts

Writers AwardsPreserving

ltural Heritage