Brand profile report A sample profile of Brand X versus Brand Y 2015

Brand profile report

A sample profile of Brand X versus Brand Y

2015

How to use BrandMapp Brand Profiles

Creating your brand profile (your brief to WhyFive)

Using your brand profile (what’s in the slide pack)

Consider a filter - for example a specific income bracket, age or gender

Specify your brand – for example “bank with ABSA” or “own a Toyota”

Specify your competitive set – for example “bank with other banks” or “own other cars”

There are 204 measures in BrandMapp – the questions are at the top of each slide

Every chart typically has two bars – e.g. Your brand customers (X) versusYour competitor brand customers (Y)

Notice the percentage of respondents for each variable

Notice the skews – where your brand differs from the others

Sometimes you will see a round black button with a note on the key insight

2015

is a massive annual data set

created by 24 500+ respondents

who answer 200 questions

In a comprehensive online survey across

500 brand, 380 media and 70 category filters.

The result is a unique landscape study of

economically active South African adults

with access to the internet.

This iswhat

R2 trillionlooks like!

This iswhat

R2 trillionlooks like!

The SA income distributionpyramid (MHHI) according to Stats SA

SA consumer spendper annum

86%of all

consumer spend!

+

20%

14%50%Living below the poverty line

ie R950 per month

20%

10%

R10 000+

R25 000+

R1 000 – R10 000

50% of the BrandMapp

sample sits in the ‘TopEnd’R30k+ HHMI

50% of the BrandMapp

sample sits in the ‘TopEnd’R30k+ HHMI

demographics

home life

education and employment

income and expenditure

health and wellbeing

psychographics

sports and interests

property and possessions

banking

investments

insurance

shoppergraphics

Respondents were asked to what degree the following descriptionsmatched their shopping styles:

The prudent shopper“I plan carefully, do research, make lists, compare prices and read what’s on

the product packaging.”

The ardent shopper“I shop often, visit lots of shops, love wide variety on offer, buy things before

they run out at home and like talking to sales staff.”

The jubilant shopper“I I buy on impulse, have fun shopping, buy things I don’t need, am influenced

by ads and promotions and am tempted by new and trendy products.

The reluctant shopper:“I I buy only shop when it’s necessary, shop to replace finished or broken

items, plan one stop, in and out shopping trips and shop at the stores I know.”

eating and drinking

travel

digital media

automotive

mediagraphics

giving back

thankyou.For more information on BrandMapp or our other syndicated studies please contact:

Megan de KockHead of SalesWhyFive Insights Pty Ltd

m 072 060 5241t 021 671 8955f 021 671 9065e megan@whyfive.co.zaw www.whyfive.co.za

Stuart LoweDirectorWhyFive Insights Pty Ltd

m 083 443 8111t 021 671 8955f 021 671 9065e stuart@whyfive.co.zaw www.whyfive.co.za