Marketing Analytics

PPT-2 (Customer Perspective Metrics)

Naveed Ilyas

Visiting Faculty
Institute of Business Management

Module 2:
Customer
Perspective
Metrics

Ch- 2

Share of Hearts, Minds & Markets

Outline

Market Share
Relative Market Share
Market Concentration
Brand / Category Development Index
Penetration
Share of Wallet / Requirements
Heavy Usage Index
Awareness, Attitudes, and Usage (AAU)
Customer Satisfaction
Willingness to Promote
Net Promoter
Willingness to Search

Market Share

What is total market ??

Whether forecasts are to be attained by growing with the market or by
capturing share from competitors?
Indicator of how well a firm is doing against its competitors.
Is it possible that sales are increasing while market share is decreasing?
It is not easy to define the market
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Market Share Ex#1

Relative Market Share

A firm with a market share of 25% would be a powerful leader in many

markets but a distant number two in others.

Relative Market Share Ex#2

Interpretation ?
Relative Market Share of Twister?

BDI / CDI
Relative market share is relative to competitors

BDI / CDI
BDI and CDI are useful for understanding specific customer segments
relative to the market as a whole
These indexes could also be used for customers, accounts, business, or
other entities.
These index help in identifying strong and weak segments
BDI is less and CDI is more ?
BDI is more and CDI is less ?
Note: A document has been uploaded on your Google group !

BDI / CDI - Example

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Penetration

Penetration is a measure of brand or category popularity.

Managers must decide whether to seek sales growth by acquiring existing
category users from their competitors or by expanding the total population
of category

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Share of Requirements (Wallet)

It is a key measure of loyalty

Can guide a firms decision on whether to allocate resources toward efforts
to
expand a category
take customers from competitors
increase share of wallet

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Share of Requirements (Wallet)

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Sole Usage

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Heavy Usage Index

The heavy usage index yields insight into the source of volume and the
nature of a brands customer base

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Heavy Usage Index

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Awareness, Attitudes, and Usage (AAU)

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Awareness, Attitudes, and Usage (AAU)

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Awareness, Attitudes, and Usage (AAU)

Awareness and Knowledge

Awareness
Top of Mind
Ad Awareness
Brand / Product Knowledge

Attitudes

Attitudes / Liking / Image

Perceived Value for Money
Perceived Quality
Relative Perceived Quality
Intentions
Purchase Intentions

Usage
Purchase frequency
Adopted / Rejected

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Customer Satisfaction and Willingness

to Recommend

Customer Satisfaction provides a leading indicator of consumer

purchase intentions and loyalty
Why to do this survey ?? Cant sales and market share tell me
about the customer satisfaction ??

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Customer Satisfaction and Willingness

to Recommend

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NPS Net Promoter Score

Net promoter is a measure of the degree to which current customers will

recommend a product, service, or company

Issues with this tool ??

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Willingness to Search

When a brand enjoys loyalty at this level, its provider can generate powerful
leverage in trade negotiations
Such loyalty will also give providers time to respond to a competitive threat

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Assignment

Marketing Metrics: Ch 2
Marketing Analysis Toolkit:
Market Size and Market Share,
Harvard Business School

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IMPORTANT NEWS !
Finalize your company by next week .
Detailed proposal will be due after two
weeks !

Thank You
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