Case study on Brand tracking

Please answer the following questions (based on the data provided)

The awareness of the client brand has increased significantly, what might have
caused this sudden shift?

Among the growth strategies of Create, Compete, Covert, Intensify which do you
think is most applicable for our client?

Slide 14 gives the actual brand image association scores and slide 15 a derived
one, why do you think Kadence needs to do this analysis?

If you were the marketing consultant for the competitor what advice would you
give them to counter our client?

Prepare a SWOT analysis for our client.

Note: Brevity valued, verbosity scorned.

1

Background & Objectives

Research
Background

CLIENT needs to understand the incidence

of various category and category overlap,
Brand Awareness, Purchase Behavior,
Brand Usage, Key drivers, Imagery and
Brand Differentiation, and Effectiveness of
Advertising and Promotion activities of
CLIENT brand vs. Competition among Soy
Sauce, Chili Sauce, Oyster Sauce, RTD Juice,
& Cordial Liquid.
Kadence have conducted a Brand Tracking
Study across 6 cities i.e. Jabodetabek,
Surabaya, Medan, Makassar, Semarang
and Samarinda.
Oyster Sauce is tracked in Wave 3 & Wave
4 in 2012 and Wave 2 in 2013

Research
Objective

Incidence Check

Objectives:
To understand the incidence of
various categories
Demographic (i.e. age, income)
To understand the Category
profile

Brand Health

Objectives:
Within each category,
understand:
Brand Awareness,
Purchase Behavior
Brand Usage
Key drivers
Imagery and Brand
Differentiation
Effectiveness of
Advertising and
Promotion activities of
CLIENT brand vs
Competition

22

Category Incidence P3M (FOOD)

Incidence Trended
100%
90%
80%
70%
60%
50%
40%

40%

35%
32%

32%
30%

24%

20%
10%
0%

Oyster sauce

W1-b

W1-c

W1-d

W2-a

W2-b

Aug 2012

Dec 2012

Mar 2013

May 2013

Aug 2013

Sesame Oil

Sweet and Sour Sauce

Salty soy sauce

Worchestershire
Sauce

W1-b (n=1240) , W1-c (n=1924), W1-d (n=1557), W2-a (n=1703), W2-b (n=1619)
Please note that Category Incidence is calculated from Level 1 Random

33

Incidence & Frequency of Oyster Sauce

(W1d vs W2b)

Wave 1-d
Incidence Oyster Sauce
Overall
Jabodetabek
Semarang
Surabaya
Medan
Samarinda
Makassar

Salty Soy Sauce

18%

35%

16%

41%

17%

28%

11%

24%

13%

15%

40%

39%

41%

38%

Wave 2-b
Incidence Oyster Sauce
Overall
Jabodetabek
Semarang
Surabaya
Medan
Samarinda
Makassar

Salty Soy Sauce

20%

40%
48%
32%
34%

21%
5%
9%
17%

19%
37%
34%

35%
55%
44

Sample Profile: Oyster Sauce Detailed Profile

Wave-2b (unweighted)
Mother Type

Sample
Size

Don't Have 6 9 y.o Kids

n=440

63%

42%
Have 6 - 9 y.o
Kids

37%

SES
GROUP

58%

16%
SAMARINDA

16%

SEMARANG

16%
19%

JABODETABEK

16%

16%

MAKASSAR

Age

Area Coverage

MEDAN

53%
47%

SURABAYA

25 - 35 y.o

The data in this slide is unweighted (true sample). All data in the
following slides has been weighted by city, age and SES

36 - 45 y.o

Dual Category users and type of Purpose

(Combined Data W1d and W2b)

n=876

Oyster
Only
(n=769)

88%

12%

71%

Oyster +
Sesame Oil

36%

Oyster +
Worcestershire sauce

Oyster+
(n=107)

9%

Oyster +
Sweet Sour Sauce

66

Brand Awareness for Oyster Sauce Brand

(W1-c,W1-d, & W2-b)
By Total
TOTAL SPONTANEOUS

TOM
96%

100%

98%

99%

87%

90%
80%

99%

TOTAL AWARENESS

80%

77%

83%

99%

100%

86%

96%

73%

70%
56%

60%

52%

50%
40%
30%

27%
22%

20%

12%

10%
0%
W1c

W1d

W2b

Sample Size
W1c n=445
W1d n=436

W1c

W1d

W2b

W1c

W1d

W2b
Legend :

W2b n=440

CLIENT
COMPETITO
R

Panda

Sig 95% Diff.

for from W2b
to W1d

Lee Kum Kee

7

Brand Usage for Oyster Sauce Brand

(W1-c,W1-d, & W2-b) (2/2)
By Total

100%
90%

Past 1 Month

Past 1 Week

BUMO

91%

90%

89%

85%

83%

83%

81%

82%

80%

80%
70%
60%
50%
40%
30%

24%

21%

21%

18%

15%

20%

18%

10%

10%

17%

10%
0%
W1c

W1d

W2b

Sample Size
W3 n=445
W4 n=436

W1c

W1d

W2b

W1c

W1d

W2b
Legend :

W2b n=440

CLIENT
COMPETITO
R

Panda

Sig 95% Diff.

for from W3
to W4

Lee Kum Kee

8

Profiling for Oyster Sauce W2-b

(Based on BUMO)
Oyster Sauce
Users (n=440)

CLIENT Users
(n=113)

COMPETITOR
Users (n=325)

Cities
Jabodetabek
Semarang

14%

Medan

11%

Makassar

59%

3%

9%

Surabaya

Samarinda

48%

57%

10%

6%

15%

14%

11%

6%

3%

3%
22%

6%

2%

Age Group
58%

25 - 35 y.o
36 - 45 y.o

46%

61%

54%

42%

39%

SES Group
SES AB
SES CD

64%

48%
52%

36%

44%
56%

Brand Funnel Parent Brands (1/2)

W1-c (n=445) ; W1-d (n=436) ; W2-b (n=440)

CLIENT
W1-d

W1-c
Awareness 22%

56%

P12M

38%

P3M

83%

12%

67%

55%

P1W

21%

83%
98%

18%

90%

27%

77%

80%

96%

99%

46%

44%
54%

17%

33%
15%
10%
10%

87%

89%

P3M

86%

69%

31%

40%

85%

24%

71%

18%

74%

97%

17%

99%

99%

99%

73%

98% 100%

96%

95%

96%
96%

91%
85%

P1W

81%

95%

BUMO

80%

100%

Total Awareness

94%
91%
90%
89%

Total Spont. (incl. TOM)

95%
97%

92%

99%

77%

W2-b

90%

P12M

96%

37%

COMPETITOR
W1-d

W1-c

P1M

86%

32%

25%
21%

Awareness

52%

46%

P1M

BUMO

W2-b

98%

91%

86%

88%
83%

96%

99%

83%

100%

99%

82%

100%

TOM (Top of Mind)

10
10
10

Reasons of Using The Brand Most Often

among Oyster Sauce
A9. Could you tell why do
you use it as your most
often brand in past one
month?

TOTAL

CLIENT

COMPETITOR

(n=440)

(n=113)

(n=325)

Taste

92%

The savory taste is just right

62%

The oyster taste is just right

39%

Make the dishes taste become delicious

38%

The combination of sweet, salty and

savory taste is just right

90%

64%

62%

66%

33%

57%

34%

34%

37%

31%

Make the dishes taste become savory

Creates a tasty seafood aroma in the dish

99%

33%

32%

9%

31%

18%

7%

Availability

64%

40%

69%

Can be purchased anywhere

64%

40%

69%

60%

Product Issue
The sauce thickness is just right
The sauce is thicker

34%
28%

76%

56%

35%
45%
39%

34%
25%

The oyster aroma is strong

21%

17%

Purpose of Usage

22%

42%

18%

The sauce is easy to absorb in the dishes

22%

42%

18%

Brand

18%

47%

12%

Produced by famous company

18%

47%

12%

11

Brand Funnel CLIENT among Cities (1/2)

Total

W1-d (n=436) ; W2-b (n=440)

W1-d
Awareness 12% 52%

W2-b

86%

27%

Awareness 7% 44%

96%
46%

32%

P3M

44%
54%

17%

33%
P1M

80%

15%

69%

31%

40%

85%

W1-d (n=83) ; W2-b (n=83)

W1-d

37%

P12M

Jabodetabek

24%

W2-b

84%

24%

48%

32%

P3M

48%
47%

15%

20%
P1M

99%

38%

P12M

77%

85%

13%

68%

32%

31%

86%

23%

71%

P1W

10%

71%

18%

74%

P1W 6%

48%

15%

65%

BUMO

10%

97%

17%

99%

BUMO 6%

94%

15%

100%

Semarang

W1-d (n=71) ; W2-b (n=71)

W1-d
Awareness 14% 58%
P12M
P3M

Surabaya

W2-b

78%

8%

85%

W1-d
Awareness 4% 42%

96%

17%

13%

18%

17%
66%

8%

39%
P1M 6%

69%

P1W 5%

85%

BUMO 5%

100%

W1-d (n=73) ; W2-b (n=72)

46%

8%

31%

79%

9% 46%

82%

24%

P12M
P3M

W2-b
32%

19%

26%
46%

9%

26%

69%

18%

32%

91%

P1M 5%

57%

5%

73%

P1W 5%

100%

8%

65%

5%

100%

BUMO 5%

100%

8%

100%

7%

Total Awareness

Total Spont. (incl. TOM)

TOM (Top of Mind)

13%

12
12
12

71%

Key Driver Analysis of Oyster Sauce

High
Latent Motivator

Key Driver

Make my dish becomes as

tasty as in chinese restaurant's
cuisine

The product is available at the

store nearby/the walking
vegetable trader/traditional
market

Premium

Derived Importance

Has a good taste

Modern

Innovative

Have a right viscosity

Have a perfect oyster taste
after cooked

Available in many sizes and

packaging
Offers value for money
Made from natural ingredients

Suitable for all kind of dishes

Have an attractive color after
High quality product
cooked
Have a perfect oyster arome

Create appetizing arome

Trusted brand

Low Priority

Low

Arouse my appetite

Claimed Importance

Hygiene Factor

High

13
13
13

Brand Image of Oyster Sauce

Available at the store nearby

Has a good taste
Have a right viscosity

CLIENT
SAUS
TIRAM
(n=413)
40%

COMPETI
TOR
(n=440)

29%
36%

Panda
(n=91)
15%

89%

13%

12%

84%

6%

17%

10%

15%

Offers value for money

47%

87%

18%

Made from natural ingredients

50%

83%

18%

84%

15%

85%

18%

55%

Low Priority

14%

89%

Suitable for all kind of dishes

Hygiene factors

88%

51%

30%

Latent Motivator

Lee Kum
Kee
(n=57)

Available in many sizes & pack

Perfect oyster taste after cooked

Key Drivers

7%
28%
15%
24%

Attractive color after cooked

41%

84%

14%

9%

High quality product

45%

80%

10%

11%

Create appetizing aroma

Have a perfect oyster aroma

37%
31%

Trusted brand

62%

86%

16%

10%

89%

11%

11%

86%

26%

Arouse my appetite

34%

86%

7%

Make dish becomes tasty

34%

84%

8%

Premium

50%
57%

Modern

84%

50%

Innovative

Avg Attributes Mentioned :

78%

7.79

80%

15.26

18%
3%
11%

24%

38%

20%

29%

7%

4%

2.54

2.78
14
14
14

Brand Differentiation of Oyster Sauce

Available at the store nearby

CLIENT
SAUS
TIRAM
(n=413)

COMPETI
TOR
(n=440)

Lee Kum
Kee
(n=57)

Key Drivers

Latent Motivator

Hygiene factors

Low Priority
Panda
(n=91)

Has a good taste

Have a right viscosity
Available in many sizes & pack
Offers value for money
Made from natural ingredients
Perfect oyster taste after cooked
Suitable for all kind of dishes
Attractive color after cooked
High quality product
Create appetizing aroma
Have a perfect oyster aroma
Trusted brand
Arouse my appetite
Make dish becomes tasty
Premium
Modern
Innovative
-1

-1

-1

-1

15
15
15

Brand Differentiation of Oyster Sauce (BUMO)

Available at the store nearby

CLIENT
SAUS
TIRAM
(n=113)

Key Drivers

Latent Motivator

Hygiene factors

Low Priority

COMPETI
TOR
(n=325)

Has a good taste

Have a right viscosity
Available in many sizes & pack
Offers value for money
Made from natural ingredients
Perfect oyster taste after cooked
Suitable for all kind of dishes
Attractive color after cooked
High quality product
Create appetizing aroma
Have a perfect oyster aroma
Trusted brand
Arouse my appetite
Make dish becomes tasty
Premium
Modern
Innovative
-1

-1

16
16
16

Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)

KEY DRIVERS (1/2)
Key Drivers

Hygiene factors

+
Available at
the store
nearby

30%

27%

Latent Motivator

88%

32%

33%

29%

+
82%

Have a right
viscosity

38%

28%

88%

89%

4%

15%

88%

40%

84%

Has a good
taste

93%

Low Priority

5%

10%

14%

19%

12%

21%

13%

16%

7%

12%

7%

15%

6%

16%

16%

17%

20%

18%

10%

14%

24%

15%

W1-c

W1-d

W2-b

W1-c

W1-d

W2-b

89%

84%

36%

+
Available in
many sizes &
pack

85%
42%

W1-c

38%

51%

W1-d

W2-b

CLIENT

W1-c

92%

W1-d

89%

W2-b

COMPETITOR

Lee Kum Kee

Legend :

Sig 95% increase

from Previous Wave

Panda

Sig 95% decrease

from Previous Wave

17
17
17

Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)

KEY DRIVERS (2/2)
Key Drivers

Hygiene factors

Latent Motivator

+
81%

Offers value
for money

50%

41%

57%

87%
13%

+
81%

43%

89%

47%

Made from
natural
ingredients

Low Priority

90%

18%

18%

10%

14%

7%

18%

32%

25%

28%

83%

50%

39%
10%

+
Perfect
oyster taste
after cooked

85%
30%

35%

W1-c

W1-d

CLIENT

89%

84%

30%

W2-b

W1-c

W1-d

W2-b

5%

17%

15%

18%

16%

15%

W1-c

W1-d

W2-b

W1-c

W1-d

W2-b

COMPETITOR

Lee Kum Kee

Legend :

Sig 95% increase

from Previous Wave

Panda

Sig 95% decrease

from Previous Wave

18
18
18

Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)

HYGIENE FACTORS (1/2)
Key Drivers

Hygiene factors

Latent Motivator

Low Priority

Suitable for
all kind of
dishes

87%
53%

53%

90%

85%

55%

37%

22%

18%

29%

20%

24%

+
Attractive
color after
cooked

84%
34%

34%

High quality
product

84%

41%

35%

45%

4%

15%

14%

10%

15%

9%

23%

21%

10%

16%

18%

11%

83%

49%

89%

88%

80%

Create
appetizing
aroma

88%
31%

32%

37%

W1-c

W1-d

W2-b

CLIENT

W1-c

91%

W1-d

86%

W2-b

11%

14%

16%

26%

14%

10%

W1-c

W1-d

W2-b

W1-c

W1-d

W2-b

COMPETITOR

Lee Kum Kee

Legend :

Sig 95% increase

from Previous Wave

Panda

Sig 95% decrease

from Previous Wave

19
19
19

Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)

HYGIENE FACTORS (2/2)
Key Drivers

Hygiene factors

Latent Motivator

Low Priority

+
Have a
perfect
oyster aroma

75%
35%

35%

89%

89%

31%

8%

Trusted
brand

56%

62%

83%

89%

W1-d

CLIENT

9%

W2-b

W1-c

W1-d

14%

11%

86%
11%

W1-c

11%

68%

17%

W2-b

W1-c

COMPETITOR

27%

26%

W1-d

W2-b

Lee Kum Kee

Legend :

Sig 95% increase

from Previous Wave

11%

22%

18%

W1-c

W1-d

W2-b

Panda

Sig 95% decrease

from Previous Wave

20
20
20

Brand Image of Oyster Sauce (W1-c, W1-d, & W2-b)

LATENT MOTIVATOR
Key Drivers

Hygiene factors

Latent Motivator

Low Priority

Make dish
becomes
tasty

77%

45%

33%

56%

84%

34%

26%

+
45%

84%

30%

+
50%

63%

73%

50%

47%

57%

38%

39%

80%

91%

38%

31%

87%

CLIENT

W2-b

37%

26%

38%

20%

27%

25%

29%

23%

11%

4%

W1-c

W1-d

W1-c

W1-d

W2-b

80%

50%

Innovative

W1-d

24%

84%

+
83%

W1-c

+
40%

11%

78%

Modern

43%

22%

Premium

19%

8%

W2-b

14%

23%

W1-c

W1-d

COMPETITOR

7%

W2-b

Lee Kum Kee

Legend :

Sig 95% increase

from Previous Wave

Panda

Sig 95% decrease

from Previous Wave

21
21
21

Promo Awareness

Buy Oyster Sauce get free Kitchen Glove

LQ1. Have you seen
or heard about
PROMO Buy
oyster sauce free
kitchen glove in
the P3M?

LQ2. Where did you see or hear about Buy

oyster sauce free kitchen glove? (n=22*)

Supermarket

n=440

%
90
NO

Promo
AWARE

10%
Yes

42%

Hypermarket
Pasar
Minimarket

LQ3. Have you ever participate in the Buy

oyster sauce free kitchen glove? (n=22*)

29%
17%

%
44

Ever
Participate

12%

Warung 1%

*Note : Low base (n<30)

22
22
22

Overall Satisfaction of Promo

LQ7. how likely would you be to choose CLIENT ? (n=440)
LQ6. Overall, how
satisfied are you with
Buy oyster sauce free
kitchen glove?
(n=440)

Mean Score

2.85
T2B

68%
Very Satisfied (4.0)

12%

Quite satisfied (3.0)

56%

Quite dissatisfied (2.0)

14%

Very dissatisfied (1.0)

6%

Dont Know

13%

%
17

The promotion would make me much more

likely to choose CLIENT

%
54

It would make me a little more

likely to choose CLIENT

%
27

It would make no difference

2%

It might put me off choosing

CLIENT

23
23
23