RESEARCH TOOLS SUPPORTING BTL OPERATIONS

COMMON CLIENT QUESTIONS WHICH PROMOTION MECHANISM IS BEST? WILL THIS MECHANISM REACH MY TARGET GROUP? WHICH INCENTIVES WORK BEST? WAS MY PROMOTION NOTICED? HOW DO CONSUMERS RATE MY PROMOTION? HOW MANY NEW CLIENTS HAVE I GAINED? DID THE PROMOTION CHANGE THE BRAND’S IMAGE? WAS MY PROMOTION IN THE FIELD CARRIED OUT PROPERLY? ARE MY PRODUCTS PURCHASED AFTER THE PROMOTION HAS ENDED?

CATEGORIZING QUESTIONS QUESTIONS ABOUT EFFECTIVENE SS OF MECHANISM QUESTIONS ABOUT QUALITY OF PROMOTION IN THE FIELD QUESTIONS ABOUT REACTION TO PROMOTION DURING AND AFTER CAMPAIGN BTL STAGES CREATION AND CHOICE OF MECHANISM IN THE FIELD DECISION CONSUMER REACTIONS AND IMPACT ON FUTURE PROMOSCOPPENTOR PCPENTOR SPA

PRODUCT DESCRIPTION  NAME: FRODO  BRAND: LORD OF THE RINGS  CATEGORY: MOVIE CHARACTER  TARGET GROUP: CINEMA FREAKS  MARKET SHARE: 80%

PROMOSCOP

 This technique is used for pre-testing promotion mechanisms  this technique assesses the impact of the promotion on customer number, i.e. expected increase in sales  this technique also identifies inflow directions, i.e. from what brands the new consumers had come from  this technique is rounded out by identifying changes in brand imagery brought about by the message conveyed by the promotion

PROMOSCOP - TECHNIQUE DETAILS  Direct impact on sales in measured by consumer buying decisions at a simulated store shelf  the respondents reveal their buying decisions at a simulated store shelf, typically with 5 products with price and weight tags  the products (including promoted product) should come from the same “shelf”, and should be direct competitors  every respondent declares which of the products he/she would buy, and how many packs

PROMOSCOP - TECHNIQUE DETAILS TAKE 1 BUYING INTENTIONS ARE MEASURED: - „MY FIRST PICK” - „MY SECOND PICK” - „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE” FRODO GANDALFLEGOLASSARUMANARAGORN 560 ZŁ 610 ZŁ580 ZŁ620 ZŁ590 ZŁ

PROMOSCOP - TECHNIQUE DETAILS TAKE 2 BUYING INTENTIONS ARE MEASURED with promotion included: - „MY FIRST PICK” - „MY SECOND PICK” - „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE” FRODO GANDALFLEGOLASSARUMANARAGORN 560 ZŁ 610 ZŁ580 ZŁ620 ZŁ590 ZŁ PROMOTION

drawn prizes Date of sending coupons Guarantied prizes leitmotif communication PROMOSCOP - TECHNIQUE DETAILS TAKE 3 PROMOTION MECHANISM FRODO GANDALFLEGOLASSARUMANARAGORN 560 ZŁ 610 ZŁ580 ZŁ620 ZŁ590 ZŁ BUYING INTENTIONS ARE MEASURED with promotion included: - „MY FIRST PICK” - „MY SECOND PICK” - „I'M PICKING A DIFFERENT BRAND, THAN THOSE HERE” PROMOTION

PROMOSCOP RESULTS: HIGHER SALES (ADORATION)

PROMOSCOP RESULTS TABLE SHOWING INCREASE IN PICKS OF FRODO AT DIFFERENT STAGES OF PROMOTION AND BY PREVIOUS PICKS „ALL MENTIONS” Total Among those picking Frodo before promotion FRODOGANDALFLEGOLASARAGORN 1. FRODO P2. Pre information about promotion xx,x P3. Post general information about promotion xx,x gain+ xx,x- xx,x+ xx,x 2. FRODO P3. Pre information about promotion mechanism xx,x P4. Post information about promotion mechanism xx,x gain+ xx,x- xx,x+ xx,x 3. FRODO P2. Pre information about promotion xx,x P4. Post information about promotion mechanism xx,x gain+ xx,x- xx,x+ xx,x

PROMOSCOP RESULTS GAINS IN DECLARED FRODO PURCHASES – DATA IN AVERAGE NUMBER OF PACKS - AVERAGES ALL PICKSFIRST PICKS 1. FRODO P2. Pre information about promotion xx,x P3. Post general information about promotion xx,x gain+ x,xx 2. FRODO P3. Pre information about promotion mechanism xx,x P4. Post information about promotion mechanism xx,x gain+ x.xx+ x,xx 3. FRODO P2. Pre information about promotion xx,x P4. Post information about promotion mechanism xx,x gain+ x,xx

PROMOSCOP EXPECTED GROWTH IN SALES % INCREASE IN NUMBER OF CUSTOMERS % INCREASE IN AVERAGE PURCHASE SIZE IN pcs. + xx% TOTAL INCREASE IN SALES + xx%

PROMOSCOP BRAND IMAGERY ACHIEVED RESULT: CHANGE IN BRAND IMAGE

PROMOSCOP BRAND IMAGERY  This stage of the research draws upon data gathered through the study and previous brand imagery data supplied by the Client  this allows us to observe changes in imagery brought about by the promotion  correspondence analysis between statements and studied brands shows the features most characteristic of those brands, as well as similarities/difference between brands

PENTOR PROMOTION CONTROL

PENTOR PC  This type of research is used to measure the quality of promotion execution  Control of quality of staff’s work  an argument enhancing agency reliability on Clients’ eyes  Control over the agency commissioned with carrying out the promotion  control over one’s trade reps “FIRM” COMMISSIONING PROMOTION “AGENCY” ORGANIZING PROMOTION

PENTOR PC SCOPE OF USE BTL forms è price cuts è sales with bonuses è lottery/ raffles è product sampling èSampling and mailing è sales animations è LOYALTY PROGRAMS è MERCHANDISING

PENTOR PC CONTROLLED ELEMENTS PROMOTOR VISUAL-INFORMATION ELEMENTS PRODUCTS promotion materials promotion stand promoter product main tasks control non-verbal behavior verbal behavior appearance product location surroundings brand standards

MYSTERY SHOPPING purchases “simulated” at location where promotion is held, by specially trained auditors pretending to be customers PENTOR PC METHODOLOGY checking visual- promotion elements observation of promoter establishing contact with promoter

PROMOTION EXECUTION QUALITY RATING  overall rating for whole campaign  rating for every studied parameter: promotion materials, product, promoter  ratings for various regions, individual reps  rating for each promotion, store PENTOR PC EFFECT

PENTOR PC EXAMPLE OF RESULTS

PENTOR PC BENEFITS  Unbiased 3rd party opinion  saving on money and staff’s time  improved task completion quality  tangible financial benefits – possibility of enforcing contractual obligations (or compensation for noncompliance)

PENTOR SALES PROMOTION ASSESSMENT

PENTOR SPA STARTING POINT DURING PROMOTIO N Noticeability of the promotion? Group reached by promotion? Change in brand awareness? Effect of promotion on buying behavior? Perception of promotion by consumers?

PENTOR SPA STARTING POINT POST PROMOTION Do consumers remember that there was a promotion? Was brand image imprinted? Is the purchasing cycle repeated? Did product knowledge change? What is remembered from the promotion?

PENTOR SPA METHODOLOGY QUESTIONNAIRE INTERVIEW depending on mechanism and needs FACE TO FACE TELEPHONE INTERNET Post promotion During promotion

PENTOR SPA RESULTS  Noticeability (profile) of the promotion  reaching the target group (participation of individual customer segments)  effect of promotion on purchasing, including that on portfolio of used brands and planned purchases  types of reasons for taking part in promotion  impact of promotion on brand awareness  brand image created by promotion  loyalty towards promoted brand SYNTHETIC INDICATORS

CONTACT: Monika Rakowicz Senior Projekt Manager PENTOR – POZNAŃ