Brand KPI Setting Path to Growth In your opinion, does Marketing take responsibilities for Brand Sales? What is your Brand Sales target & growth rate for this year? How you set Brand Sales target for next year? On which indicator? How you get your Marketing budget? What is your current Brand Share versus competitors? How big is your category? In terms of size & growth? What is your category Penetration? Frequency & Consumption habits? How you translate Brand Sales target to Marketing Objectives? How you translate Marketing Objectives into Communication Objectives? “The role of Marketing is to get more consumers
 aware of and in love with the brand,
 buy more things, more frequently 
 and at higher prices.” — The Role of Marketing By the end of today, you’ll know… Business 
 Objectives Marketing 
 Objectives Communication 
 Objectives Business Objectives Sales Share Growth Profit Basic KPIs Sales Share Growth Profit Sales Excercise: Brand A sells 10,000 180gr-bottle of shampoo a year at a retail price of 30,000 VND What are the Volume Sales and Value Sales of Brand A? Sales 
Volume Sales = the quantity, amount or number of products sold or services provided 
 In Capacity (liquid milk, beverage, etc): liter, hectoliter… 
 In Weight (powder detergent, personal care, etc): kilogram (kg), ton… In Counting Number (computers, phones, services, etc): pcs, unit, customers… 
Value Sales = the amount of revenue that a company receives from the sale of products or services 
 In Monetary Unit: VND, US Dollar, Euro… Sales Note 1: Volume Sales can’t be measured by bottle, box, pack in categories that use Capacity or Weight units, specially in FMCG, because they may vary in sizes For examples: box of Vinamilk = 180ml VS box of Dutch Lady = 200 ml This year, Vinamilk sold 10 mil boxes > Dutch Lady sold 9.5 mil boxes But in actual Volume Sales, Vinamilk < Dutch Lady if you calculate the numbers (180 x 10 < 200 x 9.5) Sales Note 2: Leading in Volume Sales does not guarantee a leading position 
 in Value Sales, or vice versa For examples: A box of Vinamilk @ 6,000đ VS a box of Dutch Lady @ 6,200đ This year, Vinamilk sold 10 mil boxes > Dutch Lady sold 9.5 mil boxes In actual Volume Sales, Vinamilk < Dutch Lady (as previously caculated) But in actual Value Sales, Vinamilk > Dutch Lady if you calculate the numbers (6000 x 10 > 6200 x 9.5) 10 Communication Objectives Awareness Key Attributes Creative Quality Communication Awareness Key Attributes Key Attributes are a brand’s differentiated / important attributes that we want consumers to remember of, in order to create advantage, build brand equity or drive choice Attributes are consumers’ key drivers when making decisions in a specific category Brand 
 Positioning (planned 
 brand image) Consumer Perception (perceived 
 brand image) Key Attributes (score well here) Shampoo Category Key Atributes Key Atribute KPI When X-Men wants to attack ClearMen… Have perfumed fragrance Is effective against dandruff Key Attributes A brand should stand for 1-3 key attributes that matter to business If you’re good at everything, you stand for nothing For example, X-Men has the best score at “Perfumed fragrance”, while ClearMen is strongest at “Effective againts dandruff” To switch consumers (attack/affect choice), you have to score well at attributes your key competitor is good at X-Men launch “Anti-dandruff” variant to fight ClearMen in anti-dandruff segment, they have to set Communicaiton Objective to increase the score “Effective againts dandruff” Key Attributes are available in Brand Health Tracking by Millward Brown Communication Objectives Awareness Key Attributes Creative Quality Communication Awareness Bottom 30% Mid 40% Top 30% Persuation TVC Quality Risky Satisfactory Outstanding Probable Failure Risky Satisfactory Certain Failure Probable Failure Risky Bottom 30% Mid 40% Awareness Index Top 30% enjoyment / active engagement / branding Key Questions to Creative Quality Message Recall Do you remember what has been said in the TVC? Do you understand it? Brand Recall Do you remember what brand appeared in the TVC? In which category? Purchase Intent How much you want to buy after watching TVC? TVC Quality Pre-view Test before launch the TVC Post-view Check after a period of airing Communication Objectives Awareness Key Attributes Creative Quality Communication Awareness Communication Awareness Total Communication Awareness Brand A Brand B 47% 61% TV Magazine 33% 52% 68% 78% Outdoor 7% 17% Radio 9% 16% Brand C 36% 23% 65% 8% 10% Brand D 38% 24% 65% 5% 7% Brand E 37% 24% 60% 6% 5% Brand F 41% 7% 9% Brand G Base: 60% (4553) 29% 51% 72% 80% Base: Aware/Asked* 14% 14% In-store activity 68% 74% 71% 66% 59% 67% 74% Communication Awareness Brand A Total H2’11 TBCA Sources of Awareness IN STORE TV Recommendation by pharmacist / drugstore salesclerk Recommendation by doctor Recommendation by relatives / friends / colleagues PRINT AD Outdoor (poster, billboards, public transport) TV LCD inside a building / supermarket Base: All respondents H2’11 (593) H1’12 (565) H1’12 Brand B H2’11 H1’12 Brand C H2’11 H1’12 Brand D H2’11 H1’12 Communication Objectives Simple Rules: Brand Awareness Do consumers remember our brand? Does Brand Awareness score increase? Key Atrributes Which attributes does our brand own or score well? Are those attributes important / in line with our brand positioning? Creative Quality Does our TVC / print-ad / creative idea perform well? Media / Channel Effectiveness Do we perform well in channels we booked? Do they help increasing Communication Awareness? By the end of today… Business 
 Objectives Marketing 
 Objectives Communication 
 Objectives Change in Business Change in Behaviors Change in Mind Sales Share Penetration 
 (try, purchase) Awareness Growth Profit Frequency / Consumption Loyalty / Choice 
 (switch, basket share) Key Attributes Creative Quality Communication 
 Effectiveness ... or value) with which our brand competes Simple question: Who loses when we win? Brand Share = the relative (volume or value) size of one brand compared to all other brands in a defined market... leading brand in terms of volume share Heineken is the leading brand in term of value share X-Men is the leading brand, with highest market share in Men Shampoo category X-Men is NOT the leading brand. .. big is Market Size? 12 Basic KPIs Sales Share Growth 13 Profit Share Excercise: Brand A sells 10,000 180gr-bottle of shampoo a year at a retail price of 30,000 VND Brand B sells 7,000 200gr-bottle