Brazilian Musical Instruments and Pro Audio market • top of mind research 2013.

1. Brazil • Top of Mind
Survey 2013
1
Thursday, June 27, 13

2. more information =
better strategies
• Monitor your competitors’ positioning in the market
• Find out what product line would perform best in different scenarios
• Over 140 pages of data and graphs
• Analyze by product category, by store profile
• Analyze brand awareness among high and mid volume stores
• Complete report covering the main categories of audio equipment and musical
instruments
The Survey
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

3. The Datafolha is a leading research institute in Brazil
The Música & Mercado is a leading B2B pro audio,
M.I publications in Latin America
They do it
We know more about Brazil!
Thursday, June 27, 13

4. Objective 2013
Identify the Top of Mind brands within each
category of audio, musical instruments and lighting
equipment among retail professionals in Brazil.
Objetive
Thursday, June 27, 13

5. Stop waiting for someone else to tell you how the market is
Take an action
Define your strategy and stay close to your distributor
Thursday, June 27, 13

6. • Analyze the market fully (manufacturers and distributers)
• Discover your competitors’ advantages in the market
• Define your positioning for 2013/14
• Redefine, revise your strategies
• Be better informed to create competitive strategies
• Take full advantage of opportunities in the market
• Identify the most interesting niches
Buy now: + 1 514 245-8286
What you can get
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

7. 1 – MAIN GOALS
The Música & Mercado magazine usually release the leaders brands
in top of mind and awareness, considering various categories products
of the music industry, taking account the opinion of its retailers.
The goals of this research are:
• Release the top of mind brands, considering the opinion of the target,
in several music instruments, audio and light equipments;
• Find out the most well known brands, taking account
spontaneous answers,
• Acquaintance the profile of the retailers and stores.
The survey to be run in 2013, should be similar to the others projects,
done by Datafolha in 2009 and 2010.
Scope
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

8. Profile of the respondents
• Gender, age, graduation level and academic training;
• Position currently held;
• Time working in the shop;
• Time working in the area of selling musical instruments and audio
equipment and lighting;
• City / State and region of the country where the store is located;;
• Store:
• Size of the store (if it’s possible*);
• Number of employees (if it’s possible*),
• Average billing of the store - per month (if it’s possible*).
• Kinds of music instruments, audio and light equipments that are sold on the
store
Areas of approach
• Top of Mind brands in 23 products categories,
• Awarness of the brands in the same 23 products categories.
Scope
(*) - May happen that many of the respondents refuse to answer these questions, either
because of ignorance of the subject or not being able/ want to provide these information.
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

9. Target
Over 140 pages of graphs & data
Globalized world require local information
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

10. 7
ü Objective
ü Methodology
ü Top of Mind and Awareness • Musical instruments
- Drums
- Strings
- Basses
- Electric Guitars
- Acoustic guitars
- Pedals for guitar and bass
- Amplifiers for guitars and basses
- Drum Heads
- Keyboards
- Digital piano
- Wind instruments
- Hand Percussion
High and mid volume
stores were interviewed
The Survey
ü Top of Mind and Awareness – Audio and
lighting Equipment
- Microphone
- Mixers
- Speakers + P.A
- Loud box
- Cables
- Power amps
- Processors
- Lighting
Pars
Moving Heads
ü Profile of population surveyed
- Sex, age, schooling, academic background
- Job title
- Years of experience in retail of musical instruments,
audio and lighting equipment
- Years of working in the store
ü Profile of stores
- Number of employees
- Monthly sales
-Types of equipments sold
- Square footage
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

11. 11
Be precise.
Before research
Your sales after research
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12. Methodology
The survey will be run through telephone interviews, applied by CATI system, conducted based on
mailing list of Premium and Standard customers, to be provided by Música & Mercado.
Will be applied a previously structured questionnaire composed by 35 questions: 23 of them will be
pre-codified questions (list names/ marks) and the others 12 will be closed question.
The average time per interview is around 15 minutes.
Checking will run concomitantly to the data collection
and shall cover at least 20% of each researcher's material.
The interviews will be held from Monday to Saturday,
from 09:00 a.m. to 21:00 p.m.
To carry out this research will be used QuestManager software.
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

13. - The answer to the question above is what helps measure the Top of Mind brands of companies, products and services, which is given
spontaneously. This means there no options are given to the respondent and only one unique answer can be given. The respondent can cite any
brand he/she wishes. This is why in some cases brands which are not part of a particular category are named.
- For all questions of the study, we have a total sample of 300 interviews to complete.
-To determine the Top of Mind brand in every category studied, a statistical test was conducted (Z test, differences in proportion), with a 95%
confidence level.
-The graphs depict every brand that was mentioned by at least 1.5% of the sample. Numbers were rounded up to exclude any decimals. Other
brands with mentions of 1.49% or less were all summed and are represented in the category “other responses”
- The graphs also show the portion of respondents who “didn’t know or could not remember” any brand for that specific category.
- The same criteria were used to calculate total Awareness for each category.
Methodology
“What is the brand that first comes to
mind when you think of _______?”
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

14. The constant information in this Proposal Request will be treated as strictly
confidential and in ownership of Música & Mercado and Musictube, LLC.
Datafolha (www.datafolha.com.br) is a Market Research Institute affiliated to ABEP
– Associação Brasileira das Empresas de Pesquisa (Brazilian Association of
Research Companies). As such, Datafolha obeys by the international ethics code
established by ESOMAR (www.esomar.org), which ensures:
§ Complete anonymity of the respondents taking part in this research;
§ No answer from this research will be communicated in individual character to
any third-part company other than Datafolha without previous consent from
the respondent.
Confidenciality
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

15. www.musicaemercado.com.br
|
survey@musicaemercado.com.br
Thursday, June 27, 13

16. Get your copy and stay
ahead of competition
Standard Price: USD 3,240 complete report
M&M Client: USD 2,900 complete report
Product Category: USD 548 by (i.e: Electric Guitar,
Microphone etc)
(can be paid in two monthly installments - VISA credit card)
Call now +1 514 245-8286 or
email nancy@musicaemercado.net |
survey@musicaemercado.com.br
Price
Thursday, June 27, 13

17. Some of Datafolha's customers that published in the internet the results of the surveys:
• ABECS – associação brasileira das empresas de cartões de crédito e serviços (brazilian association
of credit cards and services companies)
http://www.abecs.org.br/site2012/pesquisas.asp
•A ARTE DA MARCA – “4º Dossiê Universo Jovem – MTV” (4th Young Universe Dossier – MTV)
(www.aartedamarca.com.br)
http://www.aartedamarca.com.br/projetosespeciais_dossie4.php
•BOX 1824: “O Sonho Brasileiro” (The Brazilian Dream) (www.box1824.com.br)
http://pesquisa.osonhobrasileiro.com.br:8080/indexi2.php?id=154
•FNAZCA SAATCHI & SAATCHI (www.fnazca.com.br)
http://www.fnazca.com.br/index.php/2010/11/29/brasil-tem-813-milhoes-de-internautas-em-acao/
•IESS - Instituto de Estudos de Saúde Suplementar (Institute of Suplementary Health Studies)
http://www.iess.org.br/PesquisaDatafolhaIESS.pdf
References
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13

18. References
Technical rigor, innovation, trust, new challenges. Reasons
for these clients, among many, to become our partners.
www.musicaemercado.com.br | survey@musicaemercado.com.br
Thursday, June 27, 13