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CIC IMF Report Teaser

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An IWOM Category Overview Report focused on IMF in China: your guide to IMF consumer insight and digital intelligence from Internet Word of Mouth (IWOM)

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CIC IMF Report Teaser

  1. 1. IMF (Infant Milk Formula) Report An IWOM Category Overview Report focused on IMF in China: your guide to IMF consumer insight and digital intelligence from Internet Word of Mouth (IWOM) Production: CIC IMF Team Time Period: 2008 Jan-Dec © 2009 CIC
  2. 2. ABOUT THIS REPORT: OVERVIEW • CIC’s IWOM insightTM Category Report is a thorough introduction to the IWOM around the Infant Milk Formula (IMF) Industry. The report is ideal for brands and marketers who want to gain better insight into the influential Chinese Internet community and/or who are looking into create IWOM based marketing campaigns. In order to provide this level of insight, the report addresses the following questions: how much talk is going on, what’s being said, who’s saying it, where is it being said and what does that mean for brands. • This IWOM insightTM Category Report gleans insight and digital intelligence from various Internet Word of Mouth (IWOM) sources and provides insight into issues regarding reputation measurement, consumer research, new media strategy and marketing inspiration. Category Overview Report for Infant Milk Formula 2
  3. 3. ABOUT THIS REPORT: DESIGN AND METHODOLOGY • To complete this IMF category overview report, CIC tracked 35 IMF brands during the period of 2008, collecting 11,404,911 BBS (online message board) messages from a top parenting BBS in China. All collected messages were then categorized and mined according to a library of terms (including Internet slang) that represents IMF companies, brands, products, and attributes. • All obvious “spam” and troll messages called 灌水 (guan shui) were filtered out. Messages that contained the correct characters yet referred to something other than the intended object were also filtered out. * Please check out the full research methodology by click here. Category Overview Report for Infant Milk Formula 3
  4. 4. ABOUT THIS REPORT: RESEARCH OBJECTIVES This report aims to generate significant insights and information for companies interested in the IMF industry and so will specifically focus on topics based around:  Marketing Research  Competitive Intelligence  Customer Relationship Management  Brand Equity Tracking And Reputation Management  Public Relationship And Crisis Management  Media Planning And Purchase  Campaign Ideation Category Overview Report for Infant Milk Formula 4
  5. 5. Report Highlights: • How many online buzz relevant to IMF are going on? • What are most discussed IMF brands? • How is the IWOM health of the top four brands? • How does Sanlu Crisis affect IMF industry in 2008 Q3? • What are the most talked attributes of IMF IWOM? • Where are these conversations taking place? • What do these conversations mean for brands?
  6. 6. CATEGORY BUZZ OVERVIEW Infant Milk Formula (IMF) related buzz has average of 26,000 posts per month mentioning 35 IMF brands and 50 drivers covered by CIC patent pending Chinese text mining technology. The overall category buzz peaked in September 2008 which is about 3 times of the average buzz, due to the Sanlu Milk Crisis Monthly Post and Conversation Trends around IMF, 2008 80,000 12,000 70,000 10,000 60,000 8,000 50,000 40,000 6,000 30,000 4,000 20,000 2,000 10,000 0 0 Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct. Nov. Dec. Total IMF related buzz volume: 314,799 posts, coming from 55,729 conversations Category Overview Report for Infant Milk Formula 6
  7. 7. IMF BRAND BUZZ OVERVIEW Abbott was the most discussed IMF brand, followed by Dumex, Wyeth and Mead Johnson Buzz Incidence of Top 10 IMF Brands, 2008 Abbott Dumex Wyeth Brand D Brand E Brand F Brand G Brand H Brand I Brand J Total IMF related buzz volume: 314,799 posts Category Overview Report for Infant Milk Formula 7
  8. 8. BRAND IWOM HEALTH MATRIX I: According to CIC IWOM Brand Health index, Dumex received the highest rating with strong performance in both buzz volume and Net Sentiment Rate, while Abbott received high buzz volume but relatively low net sentiment NSR IWOM Health Landscape of 4 Main IMF Brands, 2008 90.0% 80.0% 70.0% Dumex Mead Johnson 60.0% 50.0% Wyeth Abbott 40.0% 60,000 70,000 80,000 90,000 100,000 110,000 120,000 Total IMF related buzz volume: 314,799 posts Buzz Volume Category Overview Report for Infant Milk Formula 8
  9. 9. SANLU CRISIS - CONSUMER FEEDBACK Netizens expressed their anger in creative and sarcastic ways pointed to IMF brands directly “I drank Sanlu milk powder ever since I was a small kid” “If I had been a spokesperson for Sanlu, I “Coach, get me two could blame quitting the Olympics on the glasses of Sanlu, and I dairy farmers…” can run the whole game without having to pee” “If I had drunk this milk powder I wouldn’t have had to go to the toilet Use 500 fighter jets to exchange with China for the and Bush would Sanlu formula! No cost will be spared to get this kind have never caught of chemical weapon! me.” Category Overview Report for Infant Milk Formula 9
  10. 10. IMF DRIVER OVERVIEW The origin of the IMF brand (i.e. imported or domestically manufactured) was the top driver of buzz around IMF in 2008 Top 10 Most Discussed Attributes around IMF, 2008 Origin Marketing Approach Formula Target Period Price Side Effect Milkpowder Sort Purchase Channel Crisis Package Total IMF related buzz volume: 205,953 posts Note: Buzz Incidence refers the ratio of number of relevant posts in total posts Category Overview Report for Infant Milk Formula 10
  11. 11. ATTRIBUTE ANALYSIS - SUCROSE (FORMULA) Sucrose was the most mentioned attribute in discussions about milk formula, driven by posts mentioning Sucrose can cause harm to babies Buzz Incidence of Top 5 Attributes Buzz Incidence of Top 5 Drivers around Formula, 2008 around IMF, 2008 Sucrose Origin Marketing Calcium Approach Formula Iron Target Period DHA Price Protein Summary: Sample Quotes: (Link) Product formula is often mentioned in discussions about IMF 给宝宝选奶粉时一定要注意:不能含有蔗糖 as moms are always careful to check the ingredients before Attention! Don’t choose milk powder that contains choosing a milk powder. sucrose, it’s not good for babies. In particular, sucrose is the most discussed attribute in the 糖分高的奶粉虽然孩子愿意喝不过对孩子不是很好 milk powder category. In discussions, moms typically prefer milk powder that does not contain sucrose, as many believe Although milk powder with high sucrose is more liked by sucrose can cause harm to their babies. babies, it can be bad for them. Category Overview Report for Infant Milk Formula 11
  12. 12. E-COMMUNITY BUZZ OVERVIEW The top 4 e-communities dominated the IMF IWOM with a total of around 80% of all IMF related posts, while 19th floor (19楼) shows up as a hot parenting e-community Buzz contribution of Top E-communities for IMF, 2008 100% 80% 82.2% 77.1% 70.8% 60% 51.8% 40% 20% 0% 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 Total IMF related buzz volume: 314,799 posts Number of Site Category Overview Report for Infant Milk Formula 12
  13. 13. HOT KEYWORD ANALYSIS In Spring 2008, the price of IMF products was a popular discussion topic, due to price increases in March and April and special discounts offered online in May DATA PERIOD: March - May, 2008 Hot Keywords Around IMF in March SIZE OF WORD: represents times of mention Hot Keywords Around IMF in April Price appreciation Hot Keywords Around IMF in May Price Appreciation Special offer Finding: • At the end of March, it was announced that the price of IMF products would increase in April. • Not surprisingly, “Price Inflation” became one of the main topics discussed online in April. • Following April discussion around price increase, “Special Price” became the most mentioned keyword around IMF in May. Category Overview Report for Infant Milk Formula 13
  14. 14. What is the research methodology?
  15. 15. RESEARCH METHODOLOGY CIC buzz measurement process Identify relevant source of online conversation source Data Collection Using customized tools and industry term library collecting data Filter out irrelevant and duplicate data and assess data quality Expert construct product & driver categorization Data Mining Data mining by powerful natural language mining tools Human quality assurance for data mining result Using customized tools to analyze buzz volume and content Data Analysis Experienced analyst to dig out insights behind IWOM dynamics Buzz findings Delivery on regular basis in flexible format Category Overview Report for Infant Milk Formula 15
  16. 16. IWOM RESEARCH METHODOLOGY: DATA COLLECTION IMF Report Industry Analysis FIXED FORUM Empowered by CIC self- developed patent BBS message Spider/Robot CIC IMF Industry Practice Fixed Research Data Panel Industry Practice CIC IMF Data Panel Database Collect average 1 million messages every Baby care & IMF month from CIC selected and fixed BBS related IWOM forums related to Baby Care and IMF industry practice. Category Overview Report for Infant Milk Formula 16
  17. 17. IWOM RESEARCH METHODOLOGY: DATA ANALYSIS Product Buzz evaluation, to identify which product is being discussed Structured Brand/Product Analysis Diversified Attribute Analysis Our experts construct detailed customized product According to naturally occurring online discussion buzz categorization based on natural online and the scope of the interests, we also look into the discussion using powerful language mining tools to attributes and aspects of the online buzz and the measure the quantity of buzz and brand mentions. associations with product related talk. Sample Product Tree Sample Driver Tree Note: the tree showed here is a small part of the tree structure, which for example. Category Overview Report for Infant Milk Formula 17
  18. 18. How do I learn more?
  19. 19. FULL CONTENT FOR IMF CATEGORY OVERVIEW REPORT (1) Introduction of Category Overview • Report Description: A comprehensive overview of the Mainland China IMF IWOM environment which includes “how much IMF talk, what’s being said, who’s talking, where they are talking, what does it all mean and what brand/agency should do”. • Data Coverage: 11,404,911 BBS (online message board) messages generated by 969,861 conversations on parenting communities during year 2008. Part I: China IWOM Introduction • The Power of The Internet Community: key statistics, perspectives, and case studies that demonstrate how Internet Word of Mouth (IWOM) is redefining the brand/consumer relationship in China • IWOM as Strategic Intelligence: selected cases for “Brand Reputation Management”, “Consumer Insight from Product Talk”, “New Media Intelligence” and “Marketing Ideation” Part II: Brand Reputation Management • IWOM Health Analysis  Buzz volume and buzz trend of overall IMF category  Brand IWOM health (including buzz volume and sentiment)  Buzz volume and trend of leading brands  Hot positive or negative topics around brand discussion • IWOM Crisis Case Study  Introduction of crisis 2.0  Key crisis case review in 2008 • IWOM Based Brand Image Analysis  Brand image analysis of key brands (analyzing the brand image of key brands in netizens’ mind via qualitative methods) 19
  20. 20. FULL CONTENT FOR IMF CATEGORY OVERVIEW REPORT (2) Part III: Consumer Insight from Product Talk • IWOM Dynamics of Product Discussion  Buzz volume of key attributes (i.e. origin, marketing approach, formula)  Qualitative analysis of key attributes to provide in-depth understanding  Buzz volume of key sub-attributes (i.e. origin’s sub-attributes are imported milk powder and exported milk powder)  Buzz volume of brand related key sub-attributes • Consumer Insights from Interesting Topics (i.e. emerged purchase channels and substitutes for IMF after “Sanlu” Crisis, etc.) Part IV: New Media Intelligence • Hot Communities Analysis (via CIC community analysis index as below)  Participation & Passion  Creativity & Interactivity • Key Efluencer Analysis • Community Case Study: a look inside the culture and key functions of an influential community Part V: Marketing Ideation • Digital Culture Analysis for IMF Category  Hot net language in Internet  Hot keywords within IMF talk  Hot conversations within parenting communities • Campaigns and Inspiration  Creative ideas from netizens  Successful campaign case study 20
  21. 21. HOW CIC CAN HELP ON SOCIAL MARKETING IN CHINA • Market evaluation: evaluate the IWOM performance of IMF brands and other various brands (buzz volume and sentiment) • Competitive intelligence: understand how key competitors’ performance and marketing activities in social media • Consumer insight: find out netizens’ needs and feedback on various IMF products • PR management: understand netizens’ feedback on potential/ current crisis and enable the brand learn quickly with the help of CIC experience on crisis management • Media buy: tell the brands where it could launch its social media advertisement • Online campaign tracking and evaluation 21
  22. 22. Contact us: Production: CIC IMF Team Time Period: 2008 Jan-Dec CIC Contact: Abel Dong (abel.dong@cicdata.com) Read more: Press Release: http://www.ciccorporate.com/index.php/en/sep-17-2009.html Sample Case: http://www.seeisee.com/index.php/2009/09/16/p1543
  23. 23. OUR BLOGS: www.seeisee.com (Chinese) www.seeisee.com/sam (English) Thank You OUR WEBSITE: www.ciccorporate.comm www.iwommaster.com CONTACT US: info@cicdata.com This report is copyrighted material owned by CIC. Any improper use of this document or its content will be considered a violation of CIC IP copyright and CIC has the right to take legal action. 本研究报告归CIC公司版权所有。任何对本研究报告或报告中任 何内容的不当使用都将被视为对CIC知识产权的侵犯,CIC有权 诉诸于法律。