Training Master RM 2012-2 [Compatibility Mode]
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When you think of “ Research ” http://www.videor.co.th Background and Contents When you think of “ Research ” http://www.videor.co.th 1 Concept of T-Cube Thailand _______________ T-Cube is a single source data which cover both media usage and consumption/ purchasing behavior Single source data base and annual original data from Thai respondents (Nationwide) When you think of “ Research ” http://www.videor.co.th What is T-Cube ? T-Cube Thailand ; Syndicated data service T-Cube is a single source data which covers both media usage (target contact) and consumption behavior of consumers with the intention of providing with a clearer picture of consumer/audience and of effective media strategy. T-Cube will help you to understand “Consumers’ profile, media contact status, purchase behavior & lifestyle " and clarifies "Potential consumers, competitors in the market & the optimum media to run the ads to reach the target“ Note: Single source data Original data from 2001-2010 - Software ACR for windows ( Audience and Consumer Report) Original data from 2011 up - Software Choices 3 Product name T-Cube Thailand Benefit of T-Cube You will find the consumer activities and environment ual Approached - Find consumers lifestyle. D - Find consumption activities. - Find potential target segmentation. - Find above information of competitors and competitive brands. You will find the profile of target and media activities - Obtain the clear picture of merchandise target (Demographic, Psychographic Characteristic, Lifestyle, Purchase recognition, Consumption activities) - You will find the optimum advertising media - Find the media usage status of certain merchandise’s user - Find the contact status of vehicle When you think of “ Research ” http://www.videor.co.th Page 1 2 T-Cube Survey items Product consumption Single source database Media contact Product /Ownership Demographics Media contact (recency) 90 categories - Personal & Household - TV (196 channels) 1,800+ brands - Radio (128 stations) ife Style statement & - Awareness/Likeability L - Newspaper (44 papers) Attitudes (109+16) =125 - Consumption frequency - Magazine (188 titles) - Time & place of usage - Activity dairy - Transportation usage - Price (Durables) - Meal time & spending BTS, Subway, Bus, Train - Key factor of purchase - Hobby & Leisure - Cinema - Place of purchase - Health/Food - Internet - Information source - Sports/Exercise - OOH - Brand usage - Finance/Environment - Self selection - Media/International - Most frequent use - Family - Loyalty -Others When you think of “ Research ” http://www.videor.co.th Product/Ownership (FMCG & Durables) 90 categories/1,800+ Brands •Lactic acid beverage / Yoghurt •Shampoo ( incl. 3 in 1 ) •Lipstick •Seasoning product •Digital camera •Carbonated beverage / Soda •Hair conditioner •Powder / Liquid foundation •Cooking Oil • Video camera/Camcorder •Non-100% natural fruit juice •Hair treatment •100% natural fruit juice •Cleansing soap / cream •Bar soap • Mobile phone •Perfumed talcum / Cooling •Instant coffee ( incl. 3 in 1) •Feminine wash •Liquid soap / Body shampoo • PDA Handhelds PC powder ( for body ) •RTD Coffee •Sanitary goods •Laundry detergent • TV game console •Tea beverage (canned etc.) •Hair tonic •Panty shield •Fabric softeners • Radio/CD cassette player •Coffee creamer •Hair colorant •Women's underwear •Bleach • MP3/MP 4 player •Tooth brush ( incl. electric ) •Starch • PC Cosmetic & Household Electronic Food & Beverage Toiletries Female product Product devices •Passenger car •Washing machine •Life insurance •The Internet Service provider • Pick up truck •Air conditioner •Credit card •Mobile system • Car off road •Color TV •Personal loans • Fuel •DVD / VCD player •Hire purchase loan • Tire •Vacuum cleaner •Bank saving account • Engine oil •Telephones ( excl. mobile / • Motorcycle PCT ) • Car insurance •Refrigerator Appliances / Telecom service Automobile Household durables Financial service When you think of “ Research ” http://www.videor.co.th Page 13 3 Product Consumption Question outline for group of FMCG Categories Consumption behavior AC Selected Would Past3 Most by like to Month often Yourself continue Single Source Respondent • Frequency of consumption • Time of consumption A= Audience • Importance to buy C= Consumer • Where to purchase • Information route • Special factors* When you think of “ Research ” http://www.videor.co.th Product Consumption Question Flow Durable products Categories Ownership behavior AC Choose Would Most Owned by like to recent yourself continue Single Source Respondent • Ownership Units • How to obtain A= Audience • When obtain C= Consumer • Price • Importance to buy • Where to purchase • Information route • Special Factors* When you think of “ Research ” http://www.videor.co.th 4 T Cube Measurement Details. Media – TV/Radio/Newspaper/Magazine/Others ■■■TV & Radio ・・・Type of reception ( Terrestrial/Satellite/Cable ) ・Time slot/Place/House of watching/listening ・Favorite program genre ( weekday/weekend ) ・Most recent contact ( 196 channels/128 stations ) ・Frequency of watching per week ■■■Newspaper & Magazine ・・・Reading habit ・Time slot/Place of reading/Duration ・Reading article genre ・Source of copy ・Average number of issues read in a week/month/3-6months ・Most recent contact ( 44 papers/188 titles ) ・Read again ( Magazine ) ■■■Others (Movie/Place of visit/OOH/Transportation/Internet) • Shop and chain restaurant • Others media • Activities and Leisure • Day a life communication. When you think of “ Research ” http://www.videor.co.th Page 14 Survey outline Survey period every year around midyear. T-Cube 2012> June 15 th – July 31 st 2012 Systematic random sampling by selective GPP method within 10 Km radius from the center of province. Gross Provincial Product . ( GPP) is one of several measures of the size of its economy in the province. When you think of “ Research ” http://www.videor.co.th Page 2 5 Provincial sampling for Thailand H= High GPP M= Medium GPP When you think of “ Research ” http://www.videor.co.th Survey outline ( Changed) Survey Area 2010 ( 30 Km Radius ) Survey Area 2011 ( 10 Km Radius ) Bangkok 1. Bangkok Metro. Nonthaburi Bangkok (900s) 1. Bangkok Metro. Pathumthani Nonthaburi (800s) Samut Prakarn Pathumthani Samut Prakarn 2. Northern Region Chiang Mai (900s) Lamphun 2. Northern Region Chiang Mai Sukhothai (800s) Chang Rai 3. Northeastern Region Nakhon Ratchasima (900s) Udon Thani 3. Northeastern Region Kohnkaen Maha Sarakham (800s) Ubon Rachatani Songkhla 4. Southern Region Chumphon 4. Southern Region Songkhla (900s) Phatthalung (800s) Trang Rayong 5. Central Region Ayutthaya 5. Central Region Rayong (900s) Suphan Buri (800s) Rachaburi Total 4,500s ~ 45,000,000 pp. When you think of “ Research ” Total 4,000s ~ 45,000,000pp.http://www.videor.co.th Page 2 6 Function of analysis T-Cube Terminology When you think of “ Research ” http://www.videor.co.th Page 2 T-Cube |Function of analysis Basic function Cross Tab / Media Report Viewer-/Index analysis and Day a life pattern Model of analysis Quad Mapping/ Correspondent analysis ( CA and MCA)/ Trend analysis*/ Loyalty and switching and Cluster analysis. Media function. Media optimizer*/ Media duplication/ Media prototype analysis* Note: - Trend analysis, Media prototype analysis both are not ready for 2011 and 2012 version - Media optimizer is ready of only press in 2011 and 2012 version. When you think of “ Research ” http://www.videor.co.th 7 T-Cube Terminology |Dictionary (Data Layout) When you think of “ Research ” http://www.videor.co.th T-Cube terminology |Powerful Crosstab function When you think of “ Research ” http://www.videor.co.th 8 T-Cube Terminology | Coding box When you think of “ Research ” http://www.videor.co.th T-Cube terminology |Intelligence search When you think of “ Research ” http://www.videor.co.th 9 T-Cube terminology |Quad Mapping (Index) When you think of “ Research ” http://www.videor.co.th Software Demonstration When you think of “ Research ” http://www.videor.co.th 10 Understand the market – Market share & Competitor brand Check & find the current market status and your brand’s positioning. [Soft Drink User| Brand Analysis ( Usage/ Purchase Intention / Loyalty / Awareness) ] (%) Loyalty > Awareness n=33,816(‘000) NOTE: All the sample numbers hereafter are indicated by ‘000. Loyalty : Brand most buy cross with Brand past 3 month WhenSource you: Thai think ACR/T of –Cube “ Research 2011 ” http://www.videor.co.th Page 4 Correspondent Analysis (Brand Mapping) Correspondent Analysis | ( Brand Mapping with age group) The Follower in the market ( Green Spot, Big Cola, Mirinda) Target = 25-29 Market Leader Group ( Coke, Pepsi,Fanta,Sprite) Target = 30-34 and 45-49 Seven Up and A&W slightly entering in the follower group Reliability = 64% When you think of “ Research ” http://www.videor.co.th 11 Identify demographics - Important factor of purchase Find out the important factor of purchase of your brand & compare with competitors. (%) 28.8 32.4 28.8 22.5 33.2 37.5 41,3 37.5 69.3 40,1 49.1 21.5 69.4 51.2 83.3 41.4 45.2 41.4 56.4 52.6 86.7 91.6 55.3 82.8 64.6 17.9 30.5 24.7 9.8 71.1 24.2 95.4 86.8 42.1 34.4 18.6 16.8 9.2 26.8 29.9 35.5 65.4 48.8 23.4 15.5 N=33,816 Pepsi n=23,565 Coke n=22,436 Fanta n=11,584 Base: n=xxxx Source : Thai ACR/T –Cube 2011 When you think of “ Research ” http://www.videor.co.th Page 5 Checking the brand heath by Brand Funnel | Average conversion score. Avg Con. Avg Con. Avg Con. Dutch Mill 78% Betagen 73% Yakult 73% Conversion % Frequency |||||||||||||||| Conversion % Frequency |||||||||||||