Brand And Customer Metrics

Marketing ResearchAaker, Kumar, Leone and Day Twelfth EditionInstructor’s Presentation Slides1Chapter Twenty-four2Brand And Customer MetricsMarketing Research 12th Edition Competitive Advantage3Source: Porter’s Five Forces ModelMarketing Research 12th Edition Assessing Competitive AdvantageMarket-basedProcess-basedMarket shareMarketing skills auditRecall shareComparison of relative costsAdvertising shareComparison of winning versus losing competitorsR&D shareIdentifying high-leverage phenomena4Marketing Research 12th Edition Market-Based AssessmentAssessing Competitive Advantage5Marketing Research 12th Edition Process-Based AssessmentMarketing skills auditComparison of relative costs.Comparison of winning versus losing competitorsIdentifying high-leverage phenomenaBrand EquityDefined as a set of brand assets and liabilities linked to a brand, that add to or subtract from the value of a product or service to a company and/or its customersThe Assets can be grouped asBrand LoyaltyName AwarenessPerceived QualityBrand Associations in addition to perceived qualityOther Proprietary Brand Assets: patents, trademarks, channel relationships, etc.6Marketing Research 12th Edition Brand Equity (Contd.)7Marketing Research 12th Edition Brand equity.SOURCE: David A. Aaker, Managing Brand Equity. New York: The Free Press, 1994.Measuring Brand EquityExcess-Price ApproachObservationCustomer ResearchTrade-off AnalysisImpact on Customer Evaluation8Marketing Research 12th Edition Measuring Brand Equity (Contd.)Replacement Cost ApproachStock Price ApproachFuture Earnings ApproachDiscounting the future profit streamApplying an earnings multiplier9Marketing Research 12th Edition Customer Satisfaction ResearchCustomer satisfaction research should be done at planned intervals so as to track satisfaction over timeMeasurement ProcessDefine goals and specify how information will be usedDiscover what is important to customers and employeesMeasure critical needsAct on the informationMeasure performance over time10Marketing Research 12th Edition Contemporary Applications of Marketing IntelligenceWhat Is Buyer-Centricity?Provide services that help customers make informed decisions on buying better and cheaper products more easilyHelp buyers to buy rather than help sellers to sellHelp consumers maximize the efficiency, productivity, and marketable value of personal assets as money, time, information, attention and emotional commitmentPresent offerings relevant to the buyer’s unique individual characteristics and that recognize what customers currently seek to achieve11Marketing Research 12th Edition Who Gains from Buyer-Centricity?In contrast to popular perceptions, buyer-centricity aids not only consumers but also sellers.The advantages stem from a range of sources mentioned below:Growth MarketsBeyond Revenue ImplicationsFewer Bucks for More BangTrust12Marketing Research 12th Edition Maximizing Customer Profitability13Marketing Research 12th Edition Maximizing Customer Profitability (Contd.)CLV maximization cycle is comprised of the following steps:14Marketing Research 12th Edition Customer SelectionManaging Loyalty and Profitability SimultaneouslyOptimal Allocation of ResourcesPitching the Right Product to the Right Customer at the Right TimePreventing Customer AttritionManaging Multi-Level ShoppersLinking Investment in Branding to Customer Profitability.Acquiring Profitable CustomersReferral Marketing Strategy.The Future of Customer Management15End of Chapter Twenty-fourMarketing Research 12th Edition