Case Study: Analyzing Brand Performance
Case Study 5: Analyzing brand performance
A chips brand has recently been launched, but its performance has not been too good. The large promotional investments put in have not yielded lasting returns. You are told to investigate what’s wrong with the brand.
1. What data would you request to complete your investigation in this case?
2. Can you talk about your analysis roadmap in this scenario?
What possible corrective actions would you suggest (you are free to make relevant assumptions on the diagnosis)?
ANALYSIS
1.
Brand performance is an indicator of a Brand’s market performance and the brands financial impact on the business.
Factors affecting the performance of a brand: Sl.no | Performance factors | 1 | Perception | 2 | Engagement | 3 | Conversion | 4 | Future viability |
A gap analysis measuring each of the above brand performance factors against customer needs will suggest areas where the brand failed to deliver
Perceived brand performance
Perceived brand performance
Expected brand performance
Expected brand performance
GAP ANALYSIS
GAP ANALYSIS
Customer dissatisfaction
Customer dissatisfaction
Customer satisfaction
Customer satisfaction
Positive feeling
Positive feeling
Negative feeling
Negative feeling disconnect disconnect connect connect
GAP ANALYSIS: Brand performance factors | Consumer behaviours | Corrective actions | Perception | How does the consumer interpret the brand? | Optimise marketing and communication effectiveness so that brand perception matches brand image | Engagement | How does the consumer connect to the brand? | Improve customer touch points and engagement with the brand | Conversion | Does every brand interaction generate sale? | Increase conversion ratio of prospects into customers | Future viability | is it a one-time purchase or repeat purchase? | Ensure that the brand is sustainable in the future. Increase brand loyalty |
2.
ANALYSIS ROADMAP
Differentiation is the key to
A chips brand has recently been launched, but its performance has not been too good. The large promotional investments put in have not yielded lasting returns. You are told to investigate what’s wrong with the brand.
1. What data would you request to complete your investigation in this case?
2. Can you talk about your analysis roadmap in this scenario?
What possible corrective actions would you suggest (you are free to make relevant assumptions on the diagnosis)?
ANALYSIS
1.
Brand performance is an indicator of a Brand’s market performance and the brands financial impact on the business.
Factors affecting the performance of a brand: Sl.no | Performance factors | 1 | Perception | 2 | Engagement | 3 | Conversion | 4 | Future viability |
A gap analysis measuring each of the above brand performance factors against customer needs will suggest areas where the brand failed to deliver
Perceived brand performance
Perceived brand performance
Expected brand performance
Expected brand performance
GAP ANALYSIS
GAP ANALYSIS
Customer dissatisfaction
Customer dissatisfaction
Customer satisfaction
Customer satisfaction
Positive feeling
Positive feeling
Negative feeling
Negative feeling disconnect disconnect connect connect
GAP ANALYSIS: Brand performance factors | Consumer behaviours | Corrective actions | Perception | How does the consumer interpret the brand? | Optimise marketing and communication effectiveness so that brand perception matches brand image | Engagement | How does the consumer connect to the brand? | Improve customer touch points and engagement with the brand | Conversion | Does every brand interaction generate sale? | Increase conversion ratio of prospects into customers | Future viability | is it a one-time purchase or repeat purchase? | Ensure that the brand is sustainable in the future. Increase brand loyalty |
2.
ANALYSIS ROADMAP
Differentiation is the key to
References: http://anzmac.info/conference/2000/CDsite/papers/s/Sharp5.PDF http://www.gfkcs.com/consumer-diagnostic/key-performance-indicators.html http://ebiz.bm.nsysu.edu.tw/2011/vanessa/%E6%96%87%E7%8D%BB%E8%B3%87%E6%96%99-Brand%20Equity.../Measuring%20Brand%20Equity%20Across%20Products%20and%20Markets.pdf