Consumer Life Cycle presentation by Peter-Paul Laumans - Brand Pioneers - Utrecht - June 19, 2012.

1. Consumer Life Cycle Research
Brand Pioneers 2012

2. Story
Observations
Our Solution
Future

3. The Era of more...
More Brands
More Media
More Interaction
More Choice
More Knowledge
More Alternatives
More .....

4. But also ....
More Methodologies
More Agencies
More Reports
More .....

5. Declining grip on the consumer

6. HOW DO WE.....
win the HEART of the consumer?
beat competition?
make a profit (ROI)?

7. NOKIA CASE
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8. NOKIA CASE
What went wrong?
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9. Marketing
Navigate via the most
efficient route into the
hearts of the consumers
=
Loyal customers and Brand Lovers

10. How do we measure that?

11. Our solution

12. Consumer Centricity
People are leading in change

13. Clear KPI’s

14. Consumer Life Cycle
Principle
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15. Consumer Life Cycle
Monitoring
Online Brand Performance Tool
Holistic Thoughtful On demand Founded

16. Holistic
TOM
Preference
Spontaneous
NPS
Aided
Loyalty
Recognition
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Consideration
Buying
Intention

17. Thoughtful
Applicable for all consumers
Clear principle
Measurable
Market

18. On demand
Online
24/7 Available
Dashboard
Customisable

19. Founded
Representative
Continuous
International
KPI’s
Proven

20. Essential Elements
1. Well thought adoptive questionnaire
2. Real consumer opinions
3. Robust IT infrastructure
4. Intuitive user interface

21. KPI’s
Know Want Try Buy Love
KPI’s: 95% | 90% 75% | 72% 50% | 53% 25% | 21% 4% | 2%
Deodorant Market Netherlands
April 2012
N=500
Nat. Rep. on age, region and gender

22. CLC Benchmark
Deo Market
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April 2012
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24. Promise
50% of your marketing budget is wasted, only you
do not know what 50%

25. Promise
Better understanding of your marketing budget
(cost reduction)
What really matters when consumers buy
(risk reduction)
What drives consumers to stay loyal and become
brand lovers
(Financial growth)

26. Benefits
Always in control
Actionable intelligence to marketers
Rapid interventions

27. Results
More accurate strategic market information
complete picture of your brand’s current competitive position
Better strategic decisions
Better performing brands
What gets measured, gets done!

28. Launch date 18 September 2012

29. Future

30. Extra
Predictive Market Information
Consumer Consumer
Trends Wants
Overall Category
Values Values

31. Product Product
Frustration Ideas
Green fields
Innovation

32. International online research
Your source for European Market Information
1.3 Million European consumers
13 European countries
Local Experts