1. How ‘ready’ is your brand to compete for future market shares?
2. Now know it with the JuxtConsult Brand Momentux™ Tracking Model!
3. Measuring Brand Momentum puts you on the right
marketing time cycle!
Market Share and Brand Equity are static concepts
Tell you where you ‘stand’ today
Reflects your past performance
Leave you one market time ‘cycle’ behind
Brand Momentum is a dynamic concept
Tells you how fast are you ‘moving’ towards tomorrow
Reflects your current performance
Keeps you on the ‘current’ market time cycle
4. It helps you drive on the right gear!
The model tracks brand performance at all the key
‘consumer-brand interaction’ milestones
Using a set of ‘quantitative’ diagnostic measures
Helps you track:
brand shares on parameters like ad recall, brand recall, current
usage, intended usage, word of mouth
brand performances on parameters like brand persuasion, consumer
pull, brand loyalty, brand sustenance
critical category usage habits and preferences
5. Why should you look at it?
Know how well is your brand doing among your current and potential
customers
Know its Sustenance power, Persuasion power, Consumer Pull and Loyalty
levels
Know its future readiness (the ‘momentum’ with which it is moving to
compete for future market shares)
Know the key reasons why your brand is preferred more (or less) vis-à-vis
the competing brands (brand differentiators and demotivators)
Know your current and potential customer’s online and offline media
preferences to reach them more effectively and efficiently
6. The JuxtConsult Brand Track Framework
Brand Momentum
Brand Visibility TOM Ad Recall (share of voice)
Brand Consideration TOM Brand Recall (share of mind)
Brand Sustenance
Brand Persuasion
Brand LoyaltyBrand Pull
Likely Loyal UsersLikely Switchers (Net)
Brand Preference Brand Likely to Buy (share of preference)
Brand Switch Brand Repeat Purchase Brand use currently
(share of consumers)
8. Brand Persuasion
Rank Brand Persuasion Ratio
1 Tata Motors 1.23
2 Ford 1.22
3 Fiat 1.21
4 M & M 1.06
5 Hyundai 1.05
6 Maruti Suzuki 1.05
7 Skoda 1.01
8 GM 0.92
9 Honda 0.89
10 Mitsubishi 0.83
Ratio of 1 represents average efficiency.
Brand Persuasion
How persuasive is your brand story
9. Brand Persuasion Map
Likely to Buy
BrandRecall
Maruti Suzuki
Hyundai
Tata Motors
Ford
Honda
Toyota
GMMercedes
Mitsubishi Skoda
M & M
Reva
BMW Ferrari
Hindustan Motors
Daewoo
Fiat
Porsche
Premier
Padmini
(Logrithmic scale)
More Persuasive
Less Persuasive
10. Brand Pull
Ratio of 1 represents average efficiency.
Brand Pull
Ability of the brand to attract
consumers of competitive brands
Rank
1 Skoda 43.1
2 Honda 11.6
3 M & M 11.1
4 Mercedes 10.4
5 Toyota 6.7
6 GM 5.4
7 Hyundai 4.0
8 Mitsubishi 3.6
9 Ford 3.5
10 Tata Motors 3.3
Brand Pull Ratio
11. Brand Pull Map
Likely Switch-ins
LikelySwitch-outs
Maruti Suzuki
Hyundai
Tata Motors
Ford
Toyota
Honda
GM
Mitsubishi
M & M
Mercedes
Skoda
Fiat
DaewooHM
Premier Padmini
Ferrari
(Logrithmic scale)
Gaining Pull
Loosing Pull
12. Brand Loyalty
Ratio of 1 represents maximum efficiency.
Brand Loyalty
How much is your brand retaining
its existing consumers
Rank Brand Loyalty Ratio
1 Skoda 0.83
2 Honda 0.79
3 Mercedes 0.77
4 Hyundai 0.65
5 Maruti Suzuki 0.55
6 Toyota 0.55
7 Tata Motors 0.49
8 M & M 0.44
9 Ford 0.29
10 Fiat 0.25
13. Brand Momentum
It is an index. The higher the better.
Brand Momentum
Your future market potential based on
your current performance
Brand X Brand Speed
Mass Accelerators
A combined index of a brand’s:
• Current Users
• Brand Persuasion factor
• Brand Pull factor
• Brand Loyalty factor
Rank Rel.Index
1 Maruti Suzuki 32.5 100
2 Hyundai 17.1 53
3 Honda 8.4 26
4 Tata Motors 7.2 22
5 Toyota 4.2 13
6 Skoda 3.6 11
7 Ford 3.1 10
8 Mercedes 2.2 7
9 General Motors 1.8 5
10 M & M 1.2 4
Brand Momentum Index
14. Brand Momentum Map
Brand Speed (Acceleration Index)
BrandMass(Currentusers)
Maruti Suzuki
Hyundai
Tata Motors
Honda
Toyota
Ford
Fiat
Hindustan Motors Daewoo
Mitsubishi
General Motors
Mercedes
Skoda
Ferrari
Mahindra & Mahindra
(Logrithmic scale)
Mass Driven
Speed Driven
16. The Methodology
• Regular quarterly online surveys
• Data to be made representative of the entire online urban
population in India using individual level ‘multipliers’
– Based on the JuxtConsult India Online 2006 land survey which covered 5,500
households in 21 cities, representing different population strata and regions of
the country
• Sample base of 1,500 to 2,000 usable responses every
quarter
17. The Reporting
• Quarterly tracking and reporting on a ‘syndicated’ basis
• Report as a power point presentation. To include top line findings and
conclusions, with graphs, charts and tables providing the detailed
information
• Report will carry the overall ‘category’ level information with cuts
reported for only one pre-selected usage segmentation for the
category
• Any further customized, brand-specific, or segment-specific reporting
can only be considered separately at additional costs
• Quarterly comparisons to start only from the second track
18. The Report Index
Demographic profile of users
• Gender
• Age
• Occupation
• SEC
• City
• City Type
• Region
• Marital status
• Monthly household income
• Most expensive vehicle owned
• Credit card ownership
19. The Report Index
Brand preferences
• Top of mind ad recall
• Source of ad recall
• Top of mind brand recall
• Source of brand recall
• Spontaneous brand recalls (top 3 recalls only)
• Total aided brand awareness
• Brands most associated with the 6 key category benefits
• Current brands used (multiple and primary)
• Reason for preferring the primary brand
• Overall usage satisfaction rating of the primary brand
• Brand intend to use the most in next 3 months
20. Website usage dynamics
• Duration for which using the category now
• Primary purpose of usage
• Place of access
• Frequency of usage
• Average time spent per use
• Features used currently
• Whether a ‘registered’ member of any website currently
• Whether a ‘paid’ member of any website currently (if applicable to
the category)
The Report Index
21. Media Preferences
• Most watched TV channel
• Most read newspaper
• Most read magazine
• Most listened to radio channel
• Most used website for emailing
• Most used website for checking news online
The Report Index
22. Derived brand performance measures reported
• share of voice (TOM ad recall)
• share of mind (TOM brand recall)
• share of preference (intention to purchase)
• share of word of mouth (recommend to others)
• current ‘secondary’ share of consumers (multiple brand usage)
• current ‘primary’ share of consumers (preferred brand usage)
• brand sustenance ratio (from TOM ad recall to TOM brand recall)
• brand persuasion ratio (from TOM brand recall to intention to buy)
• brand consumer pull ratio (switch-ins to the brand vis-a-vis switch-outs
from the brand)
• brand loyalty ratio (continue using the brand out of total current brand
users)
• brand momentum index (readiness of the brand to compete for future
market shares)
• likely future ‘primary’ consumer share
The Report Index
23. Annual Price of Tracking Study
Annual Subscription*
(Four Quarterly Reports)
Rs. 600,000
Payment Terms – 50% advance at the time of annual subscription
50% before the delivery of the 3rd quarterly report
* 12.24% service tax extra
