About company

1. Future of Marketing Research
O What is marketing research?
O Traditional marketing research is facing
rapid social, political and technological
changes.
O Rate of change will accelerate because of
new entrants from wider emerging
markets research insights
O Transition : the industry is likely to
reposition, rebrand, and rename itself

2. FORCES SHAPING THE FUTURE OF
MARKETING RESEARCH
O The traditional survey is marred by low
participation rates, data quality issues etc.
O Surveys are almost certainly going to
become much shorter, more interest
based, and triggered by a respondent’s
physical location.
O Focus groups vs insights communities .
O Traditional surveys and focus groups are
likely to play a diminished role relative to
next-generation tools.

3. The Industry of the Future

4. TRADITIONAL MARKETING RESEARCH
VERSUS EMERGING MARKETING
RESEARCH

5. NIELSEN: Market Research for Pantene Case

6. Market Research Problem
O Reason for fall of market share of Pantene
from 22.5% to 20% in the year 2003 when
Garnier was launched & it quickly picked
up 5.1% market share in a span of one
year.
O Perceived reasons for steep fall – lack of
distribution intensity or heavy promotions
by competitors or unfavorable consumer
perception .

7. A brief on Nielsen Group
O Nielsen is a market leader of the $31
billion global market research industry.
O They have been known in the market for
offering tailor made customized market
research solutions & syndicated research
solutions for certain common needs.
O Neilsen specialized in consumer products
& services

8. NIELSEN SOLUTION
O Retail Measurement Service (RMS): Sales data,
Distribution, Promotion, Market Share,
Merchandising & Pricing across all retail formats
O Media Measurement Service (MMS): Measured
national TV viewership
O Consumer Panel Service: “Home scan” tracked
the purchasing behaviour through in-home
scanners.
O Customized Research: Marketing strategy,
communication effectiveness, consumer attitudes,
customer satisfaction , and brand equity.

9. Solution for Pantene from
Nielsen
O Nielsen decided to apply its
comprehensive solution “Winning Brands”
O Analyzing the brand from perspectives of
Brand Equity, Market Share, Behavioral &
Emotive Loyalty, Brand Personality, Price
& Promotion Index and Shopping Style

10. Methods & Findings
1. Category Typology : Analysis on two dimension - Involvement and
experimentation
Finding:
Consumers were highly involved with shampoos and purchased multiple
brands experimentally
2. Brand Equity model : Core of winning Brands
Drivers: Awareness, Purchase consideration and Association
Determinants: Consumer Preference, recommendation and price premium
BE Scores: 0-10, 0 - Commodity and 10 - Charge premium price
Finding:
Association (41 %) was the most important driver followed by awareness( 38%)
Category of Association: Health/shiny/Fragrance(21%), Premium(13%)quality,
Emotive and Family(5%)
Pantene was rated high on “soft and silky” and “quality”
Garnier was rated high on “makes one feel attractive”
Palmolive “suitable for whole family”

11. Methods & Findings
3. BE Index :
Pantene was among top 15% shampoo brands and had “Strong ”
equity, Sunsilk and Garnier had “moderate” equity and rest had
“weak” equity.
Findings:
Brand Equity according to age and rate of adoption:
Pantene had higher equity among higher age group 31+ and
mainstream people.
O Pantene’s brand equity was in proportion to its market share.
Behavioural loyalty Vs Emotive Loyalty:
Pantene had strong emotive loyalty
Cross brand affinity:
Pantene had threat from Garnier and Dove as these brand has
strong affinity towards each other in consumers mind

12. 4. Perceptual map - Brand personality and Packaging
Pantene- Confident, Elegant, professional
Garnier- Young, fashionable, attractive and fun
Sunsilk- Friendly
Palmolive- Family oriented
Packaging
Garnier: Modern pack , attractive shape, easy to use
Pantene: Opaque bottle, pack can stand on its lid
5. Switch Triggers
Customers faced choice overload, once rules formed, they turned to habitual auto-pilot
shopping mode (Omega)
Customers had “Delta Moments” and were forced to re-evaluate rules occasionally.
6. Corelation between type of hair, hair condition with Delta and Omega consumers:
Delta: coloured, frizzy and thick hair. Majority of them had Mediocre and poor
conditioned hair.
Omega: 23 rd of them have their hair in healthy condition
7. Brand wise shopping modality (based on Winning Brands index score)
Delta: VO5, Garnier
Omega: Pantene, Palmolive.

13. 8.Purchase triggers for brands: In store and pre-store
In-store: promotion, price, special display, attractive packaging, New
variant
Pre-store: Auto pilot, Advertising, External regulator ( family, friends
etc.)
Finding: 64% of the consumers bought Pantene in Auto pilot mode
while none of the customer found Pantene’s packaging and
advertising was only 5%.
32% of the Garnier customers bought it due to Auto pilot mode while
25 % were attracted by its Packaging and Advertising was 18%.
9.Price Appropriateness establishment: Actual retail prices v/s
customers’ Willingness to pay price premium
10.Impact of promotional activity: Pantene and Garnier were not
promotion driven, whereas Palmolive and VO5 were.

14. RECOMMENDATION
O Offer more promotions to consumers in
order to trigger “Delta Moments” with
consumers that tend to purchase
competitive brands
O Change their product packaging to be
more opaque and have the ability to stand
better on its lid.
O Offer more competitive Pricing.

15. Thank You