Analytics in Action

Re-design Product Communication Strategies in line with Consumer Preferences

Client: Leading Hair Care Manufacturer
Business Situation:
The client, a leading hair care manufacturer wanted to identify drivers of brand preference for the category which would aid them in designing the right marketing strategy & related collateral for strengthening market share for their existing brand.

Analytical Framework:
Design a Structural Equation Model (SEM) to identify key equity themes & their hierarchy in terms of importance in driving purchase for the category, and identify the best pathway to improve the brands equity in consumers mind.
Overall Brand Equity
0.30 Feel Confident & Energised 15% 0.21 Trust 10%

Strong relationship Moderately strong relationship Weak relationship

0.37

Brand for me 6% 0.16 Beautiful and Empowered 1% 0.90 Attractiveness 10% 0.80 0.83 0.15 Leaves hair soft ,smooth and shiny 11% 0.63 Hair Health 10% 0.60 0.90

0.09

0.29

0.90

Leading Brand 2%

Ingredients 11%

Effective 8%

Expert Brand 3%

0.78

0.19 For men and women 0.3%

0.90 Dandruff and Scalp issues 4%

0.90 Color Protection 1%

0.90

Fragrance 5%

Experience 1%

Conditioning 3%

Marketing strategy on the core Health benefit & its eventual impact on making oneself attractive is the Key

The Result:
The following recommendations were made and implemented by the business: Leverage Brands strength on the health dimension this goes in line with brands equity pyramid Ingredient is one of the key category drivers on which the brand is performing very well strengthen communication strategy to capture this Even though health benefit is key, consumers eventually desire the beauty aspect Redesign communication strategy to convey this as the end benefit Currently beauty dimension is weak build credibility on that with consistent communication

Y O U R PA R T N E R F O R D ATA A N A LY T I C S S E R V I C E S
ADVANCED ANALYTICAL SOLUTIONS
Industry
Consumer Finance Credit Cards Loans and Mortgages Retail Banking & Insurance Wealth Management Consumer Goods and Retail CPG & Retail Consumer Durables Manufacturing and Supply Chain High Tech OEMs Automotive Logistics & Distribution

Business Focus
Investment Optimization Revenue Maximization Cost and Process Efficiencies Forecasting Predictive Modeling Risk Management Pricing Optimization Customer Segmentation Drivers Analysis Supply Chain Management

Tools and Techniques

SAS, SPSS, R, VBA Cluster analysis Factor analysis Structural Equation Modeling Conjoint analysis Perceptual maps Neural Networks Chaid / CART Genetic Algorithms Support Vector Machines Sentiment Analysis

MANAGEMENT TEAM
Roy K. Cherian CEO Roy has over 20 years of rich experience in marketing, advertising and media in organizations like Nestle India, United Breweries, FCB and Feedback Ventures. He holds an MBA from IIM Ahmedabad.

GLOBAL EXPERIENCE. PROVEN RESULTS.

Anunay Gupta, PhD COO & Head of Analytics Anunay has over 15 years of experience, with a significant portion focused on Analytics in Consumer Finance. In his last assignment at Citigroup, he was responsible for all Decision Management functions for the US Cards portfolio of Citigroup, covering approx $150B in assets. Anunay holds an MBA in Finance from NYU Stern School of Business. Buck Chintamani EVP, Strategic Initiatives & Business Development Buck has extensive experience working with global clients across sectors. He was an early employee at Infosys, a founding team member at supplychain software startup - Yantra, and part of the management team at RFID sector startup - Reva. Most recently, he was the Vice-President for Service Partner Strategy and Programs at product lifecycle management software company, PTC. Buck has an MBA from IIM Ahmedabad. Kakul Paul Business Head, CPG Kakul has over 8 years of experience within the CPG industry. She was previously part of the Analytics practice as WNS, leading analytic initiatives for top Fortune 50 clients globally. She has extensive experience in what drives Consumer purchase behavior, market mix modeling, pricing & promotion analytics, etc. Kakul has an MBA from IIM Ahmedabad.

CONTACT
MARKETELLIGENT, INC.

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