2010 Top of Mind Survey - MI and Pro Audio market in Brazil

1. Histórico
BUY
NOW
Top of Mind Survey
2010 • 2011

2. Histórico
The Datafolha is a leading research institute in Brazil
1983 A research department was created in the group Folha da
Manhã. (major newspaper of São Paulo)
Datafolha research department was chosen to be responsible
1989
for the running of ballot counts for the Brazilian presidential
elections
1990 Datafolha begins its research operations
1996 The department becomes a separate business entity
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3. Current structure Histórico
Opinion (poll) Market
division division
Electoral research Qualitative
Opinion research Quantitative
(editorial content) -Ad Hoc (on order)
-Continuous
Sports statistics -Media research
Planning
Field
Support Processing
Data mining and analysis
Administration and IT
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4. Histórico
Survey Objective 2010/2011
Identify the Top of Mind brands within each category of musical instruments,
audio and lighting equipment among retail professionals of musical
instruments, audio and lighting equipment.
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5

5. The survey Histórico
more information =
better strategies
• Monitor your competitors’ positioning in the market
• Find out what product line would perform best in different
scenarios
• Over 160 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
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6. The survey Histórico
 Objective
 Methodology
 Top of Mind and Awareness –Musical instruments High and mid volume
stores were interviewed
- Drums
- Strings
- Bass
- Electric Guitar
- Multipurpose amplifier
- Cymbals
- Harmonica
- Acoustic guitar
- Amplifiers for guitars and bass
- Drum Heads
- Keyboards
- Digital piano
- Wind instruments
- Percussion
7

7. The survey Histórico
 Top of Mind and Awareness – Audio and lighting Equipment
- Microphone
- Mixer High and mid volume
stores were interviewed
- Speaker
- Loud speaker
- Lighting
- Cables
- Power
- Effects
 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
 Profile of stores
- Number of employees
- Monthly sales
-Types of equipments sold
- Square footage
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8

8. Histórico
Purchase your copy today BUY
NOW
and get ahead of competition
• Analyze the market fully (manufacturers and distributers)
• Discover your competitors’ advantages in the market
• Define your positioning for 2011
• Redefine, revise your strategies
• Be better informed to create competitive strategies
• Take full advantage of opportunities in the market
• Identify the most interesting niches
• PLUS two free hours of consultation with our very own head
of market research regarding the brazilian market
Buy now: + 1 514 245-8286

9. The research report Histórico
Includes
The research report is a total of 14
categories in MI
available in both English AND 8 categories
in audio
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10. Histórico
Top of Mind + Brand Awareness
(remembering brands) in categories of audio
equipment and musical instruments.
Which means:
Most remembered brand leading brand
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11. Concept Histórico
We all have
associations to brands
and products in our
minds
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12. Concept
Exemplo de fora do mercado: Histórico
3% 3%
1%
1%
9%
2%
13%

13. Concept Histórico
High brand recognition
(Top of Mind|Brand Awareness)
+
Business contacts
=
More sales
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14. Concept
Product = Physical
Qualities + Intangible
Qualities + Psychological
Qualities
Objective Components After-sale Service Image
Services Quality of Product Guarantees Positioning
People Brand Perceived Quality
Point of sale Packaging Satisfaction
Organization Design Expectations
Ideas Perceptions
Institutional Needs
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15. Concept Histórico
Exemplo de fora do mercado:
Products with higher recognition/
recollection are more likely to sell more
15.00
1
11.25
Waiter, can
you please 7.50
bring me a
Coke? 3.75
0

16. The research report Histórico
Sample
Includes
a total of 14
categories in MI
AND 8 categories
in audio
Buy now: + 1 514 245-8286

17. EX
AM
PLE Histórico
Top of Mind • Digital Processors
Behringer 35
1º place
DBX 7
Alesis 7
Includes
a total of 14
2º place Yamaha 4 categories in MI
AND 8 categories
in audio
Ciclotron 3
Outras respostas 16
Não sabe / nenhuma 28
 Top of Mind vs. Awareness
Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of MULTIPURPOSE AMPLIFIERS?
Base: Total – 255 interviews 21

18. EX
AM
PLE Histórico
Awareness • Digital Processors
1º place Behringer 47
DBX 12
Alesis 12
2º place Yamaha 12
Ciclotron 6
Zoom 3
Includes
3º place Digitech 3 a total of 14
Lexsen 2
categories in MI
AND 8 categories
Hot Sound 2 in audio
SKP 2
Boss 2
Roland 2
Oneal 2
Staner 2
Others responses 19
Don’t know/none 28
 Top of Mind vs. Awareness
Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?
Base: Total – 300 interviews 21

19. EX
AM
PLE Histórico
Top of Mind • Digital Processors
Music Shops Country region
Brands South Centre/ North
South east
east North
1º
2º
Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?
Base: Total – 300 interviews
22

20. Digital Processors
Histórico
Top of Mind
How long work
Gender Age in the area
Brands
Less btw
Until btw btw +50 +
Male Female than 5-10
#30 #30-40 #40-50 #10
#5
1st Place
2nd Place
PLE!
M
SA
Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?
Base: Total – 300 interviews
23

21. Digital Processors Histórico
Awareness
Music Shops Country region
Brands South Centre/ North
South east
east North
1º place
2º place
PLE!
M
SA
3º place
Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?
Base: Total – 300 interviews
24

22. Digital Processors Histórico
Awareness
Age How long work
Gender
in the area
Brands
Less
Male Until btw btw btw
Female +50 than + #10
#30 #30-40 #40-50 5-10
#5
1º place
2º place
PLE!
M
3º place SA
Q.5e Referring to MUSICAL INSTRUMENTS, what is the first brand that comes to mind when you think of Digital Processors?
Base: Total – 300 interviews
25

23. Histórico
Get your copy TODAY and
get ahead of competition
• Price: USD 3,240 PLUS two free hours
(can be paid in three monthly installments) of consultation with
our very own head of
market research
regarding the
brazilian market
CALL NOW +1 514 245-8286
or email Pesquisa@musicaemercado.com.br