PowerPoint

2013/11/12

1977BASES75%ACNielsen BASESBurkeBooz Allen & HamiltonBMSI

2/39Step 1Step 2Step 3Step 4Step 5( )Step 61.2.3.U&AStep 8LIN ModelStep 1. : iPad:2, 3 (Immersive Research)P&G Swifer v.s. Wal MartCrest v.s.

v.s. :

:

Step 2. Order EffectContrast Effectex: ABC ACB BCA CAB CBA

Step 3. Central Location Test, CLTHome Use Test, HUT

Ex: Heavy UserEx: unbranded

Step 4. ? --

Facebook ?

Tide

TideStep 5. v.s. (Branded) (>125)CLTHUT / //

MP3 Step 6. ??-> Day after recall, DAR (1952)Persuasion Score (1970)DAR->,PS-> : ?: 1.2.3.4.5.6.7.8.9., 10.

: ?: 1. 2. (How to ?)

B-A0.10.17*0.070.07A=OldB=New* 95% MP3: MP3?: 1.2.

MP3:MP3?: 1.: 2.: (1) (2) (3)

(n=414)(n=405)30%36%39%36%20%19%7%6%4%3%3.843.964.44.63.63.53.43.81.11.1(n=405)(n=405)36%48%36%37%19%11%6%4%3%0%3.964.29 :: 1. vs. :2. 3503. 4. ()

(n=354)(n=351)9%11%65%60%21%20%5%6%0%3%3.783.703.783.752.82.53.6*3.21.31.1()(n=262)(n=249)26%22%65%68%6%8%3%2%0%0%4.144.104.124.103.5*3.33.1*2.835341.6*1.352%*37%8%3%?? (87%)(91%)(22%)

A B C D E A; B:C:D:E:?A:

: 10%: 1.1: 40%: 1.2: 32,000

? (5,080,000)? 1.3Category Development Index; CDI=/Brand Development Index; BDI=/? (Consumer Panel Data)ACNeilson->Kantar->Food2526244161283483848354234323851341712176118283039108122272310151061292158544.54.43.53.84.74.23.02.73.83.04.02.73.03.73.63.02.93.04648324747363227N/A ?

(Test Market)(Laboratory test market),,,252624413848354217121761081221061294.54.43.53.83.04.02.73.046483247AVC(All Commodity Volume)Ex: 10007-1120.6%; 50%; ACV=50%-:7-11 (50.3%)Family Mart (27%)Hi-Life(14%)(% of Channel Contribution): 40%: 30%:15%: 15%

7-11 Family Mart; ACV ?(50.3%+27%) * 40%

GRP (gross rating point)Reach() * Frequency ()Ex: Reach()=3% ; Frequency()=3 / () GRP= 3% * 3 = 9%Total Household GRPTarget GRPEx:GRP56: 06:00-10:00pm: 3: 15, 30?

--How toDAR->,? PS-> ? vs.

? 1. 2.