snippets from the guide   (Introduction ⇩)

(Introduction ⇧)

In the age of analytics, The Marketing Analytics Practitioner’s Guide serves as a comprehensive guide to marketing management, covering the underlying concepts and their application.

As advances in technology transform the very nature of marketing, there has never been greater need for marketers to learn marketing.

Essentially a practitioner’s guide to marketing management in the 21st century, the guide blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.

Application oriented, it imparts an understanding of how to interpret and apply research data and big data with the aid of the analytical tools that practitioners use.

Article — Redefining how we learn marketing.
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Brand Sensing

Brand Image - example New Coke

What distinguishes a brand from the tangible product are the thoughts and feelings that it evokes. The manner in which these thoughts and feelings are tracked, measured and presented, by means of techniques such as image profiling and perceptual mapping, is the prime focus of this chapter. It introduces the subject of brands, highlights their importance, and reviews the concepts of brand image, positioning, the segmentation and targeting of consumers, and the differentiation of products.

Through numerous examples, this chapter illustrates that the essence of a brand, and, consequently, the source of its power, lies in its image. You learn the techniques to assess and track imagery, and the application of these techniques for the development of a brand. In conjunction, the ShopperTrends and Hectomalt case studies facilitate the development of a deeper understanding of these applications.

show The Lesson from the summer of 1985
Hide The Lesson from the summer of 1985

“To hear some tell it, April 23, 1985, was a day that will live in marketing infamy”. On that day, The Coca-Cola Company launched New Coke. What transpired over the following weeks was one of the greatest expressions of the will of consumers. Overwhelmed with over 400,000 calls and letters, the company reintroduced Coca-Cola, as Coca-Cola Classic. One can only imagine what the response might have been, if consumers, at that time, were empowered by social media.

The episode gave us a rare glimpse of the enormous depth of emotion that consumers feel for Coca-Cola. A psychiatrist the company hired to listen in on calls told Coca-Cola executives that some callers sounded as if they were discussing the death of a family member.

New Coke was more than a change of formulation. The brand name, logo, and the manner it was presented was altered in one fell swoop. No longer the “the real thing”, for many Americans it was the demise of the Coca-Cola that they knew, and had grown to love.

This was a demonstration of the enormous power that resides in the minds of consumers for this extraordinary brand. According to Muhtar Kent, the company’s chairman & CEO, “Coca-Cola is more than just a drink. It is an idea; it is a vision, a feeling.” Great brands like Coca-Cola live beyond generations, becoming part of society’s heritage, bonding people together across the globe.

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Image Profiling


Image Profiling

Advertising associates relevant images, messages, symbols, and/or emotions with the brand in a memorable way to instil the brand with personality and enhance its equity. A brand’s image profile depicts the strengths and weaknesses of the brand across different attributes. Computing the image profile ratings is a two-step process:

  1. Compute the “expected” score (see exhibit). This reflects the attribute rating that brand would attain, if it was totally undifferentiated, and its computation is shown in Exhibit 1.
  2. The profile rating or image profile is the difference between the expected rating and the actual rating, as depicted in Exhibit 2.
expected score
Exhibit 1  Computation of expected score (Example — shampoo).
image profile
Exhibit 2  Computation of profile rating (image profile = actual − expected scores).

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Perceptual Map


Perceptual Map

A perceptual map is a two or more dimensional depiction of some brands and attributes in a manner that reflects the their similarities and differences. The perceptual map shown here is derived by employing a statistical techniques called correspondence analysis.

Exhibit  Perceptual map based on the shampoo data.

The following are some conclusions that we can draw from this perceptual map:

  • Attributes such as Shiny, Lustrous, Soft, Beautiful, Healthy Scalp, all of which are close to the origin, are generic in nature.
  • Attributes like Hair Expert, Strengthens Hair, Prevents Dandruff, Frequent Use and VFM are more important in distinguishing one brand from another, in people’s minds.
  • Zhi Zi is centrally located. Usually, this is not a desirable position for most brands. However considering that in this example, Zhi Zi is the market leader, and that it comes with a number of variants, it has the capacity to appeal to consumers from different segments.
  • On the other hand, a central position is undesirable for a relatively small brand like Inula. To survive, a small or medium size brand should be well differentiated, so that it occupies a profitable niche or segment.
  • Indigo, Fuji, Okura and Daisy compete in the same space.
  • Tare is uniquely positioned as a brand that strengthens hair and nourishes roots.
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