The Open World Standard Solution that unveils what’s going on in Azerbaijan
by Frédéric Miedzinski
The « One by One Brand Pull Study » has been the most popular Open World Standard Solution for 13 years.
It has been used for 9 consecutive years for Goodyear tyres in 32 countries and has recently been applied to measuring the appeal of brands of canned vegetables in Eastern Europe, including Azerbaijan.
Before detailing the insights of the research from this very interesting country, … regarding canned vegetables, let’s summarize the principle of the “One to One Brand Pull” approach.
. Principles of the “One to One Brand Pull” approach
- We ask the same factual questions that are asked in any brand equity measure
- Instead of leaving these factual questions scattered with no concrete understanding of your marketing management, we cluster them according to the five building blocks of brand equity:
. The Foothold that the different brands have on the market, as computed from the classic “marketing indexes”: awareness, evocations, purchase, availability in distribution, advertising recall
. The Economic image, i.e its products’ value for money
. The Identity image, i.e the participation of the brand to the client’s personality:
. The Emotional image, i.e the glamourous image:
. The Ethical image, i.e the respect that the brand shows to people and environment
All of these components stem from attributes that already lie in the existing questionnaire.
- Instead of asking only direct questions about the brand’s appeal (as purchase intention) that are never confirmed in the real life, we build-up a model that measures the Individual Brand Pull that each consumer experiences toward each brand, as driven from its position on the five main (above) dimensions.
This measure of the brand equity is fully comparable from one country to another as it is calculated and it does not depend on cultural ways of answering.
The active ingredient for computing this Individual Brand Pull is discriminant analysis. The data is collected via the “Open World Online Panel” encompassing 6.5 million consumers worldwide.
. The Azerbaijani case in the Brand Pull study
This technique has allowed the following insights that would never have emerged with scattered marketing indexes and image attributes that these kinds of studies usually provide.
- In contrast to other Eastern countries (Russia, Ukraine, Kazakhstan), where the scrutinized international brand holds sway, its lower sales in Azerbaijan is to be found in its lower appeal in respect of the local brand… and not because of limited distribution, as suspected. Its average Brand Pull is indeed twice as low as the local brand.
- This situation creates an immediate downside, impacting on sales. Only one in
five consumer experiences sufficient interest in the brand (with an Individual Brand Pull superior to 0.5) to spark a purchase (while the local brand reaches a workable appeal amongst three in five consumers).
- Contrary to what the international brand anticpated because of its higher price, once a consumer experiences a sufficient interest in the brand, she transforms her appeal into actual purchase.
- The priority is thus to increase the appeal of the international brand (its average Brand Pull) by advertising since neither the salesforce nor the distribution is at stake.
- A campaign conducted after the test, confirms that advertising is the right way to improve the pull. Those women that recall the ad experience an appeal (Individual Brand Pull) twice as strong as those that had not seen it. And this higher appeal is totally workable since it prompts a purchase.
Women, having seen the ad, are indeed almost three times more likely to purchase the international brand than the women who had not.
* A more detailed analysis shows that the advertising is particularly efficient on the “emotional” building block of the international brand (the ones who have seen the ad have four times stronger emotional image than those that have not) (besides, the foothold through the presence in mind of course)
* Our conclusion was that, although it was a good start, this campaign had only gone half of the way. Our recommendation was to come up with a new campaign, more focused on the product quality (economic building block). Again, contrary to other countries where the international brand’s products are perceived as superior to the local brands’, it is not the case in Azerbaijan. It is because the local brand has run a disparaging campaign on the International brand’s products: “Our products are young, freshly harvest from our fields while those of the international brand are old, collected years ago and transported from a remote foreign country”.
This story tells how an effective market research tool allows us to better understand what’s going on in a given market and leads to workable recommendations for the client.
The “One by One Brand Pull study” is moreover easy to sell since it retains all of the questions included in a client’s earlier questionnaire, enabling us to produce the classic and comparable report, as well as our new analysis.