We’ll be exploring how Kantar data helps Brand Managers execute their responsibilities and take their brands to the next level. As the company’s official website introduces, Kantar ‘is the world’s leading data, insights and consulting company, helping clients understand people and inspire growth’. Kantar provides data on about 75 local and global markets, covering industries like CPG, Automotive & Mobility, Life Sciences, Retail, Media, Technology & Telecoms, and more.
Let us explore specifically how Kantar data helps Brand Managers, using the CPG industry as an example:
1. Understanding Markets, and Shoppers
Kantar data helps Brand Managers understand the complex purchase patterns of customers, both physical and virtual, in competing categories. It informs them of who is buying the brand and who isn’t. Kantar data also helps BMs understand the overall shopping trends and how competition operates.
Kantar’s specialty lies in:
– Their massive tracking system which captures the shopping decisions of 4,50,000 consumers all over the world
– Smart segmentation that unveils the best growth opportunities
– Competitor activity benchmarking, and
– Tracking behavioral and other types of trends over long periods
2. Growing the Brand and Extending to Newer Categories
Understanding what kind of buyers to target, the feasibility of entering new categories, based on the ability to satisfy what the consumer wants is another way Kantar data helps BMs. Consider also these points:
– Optimizing in-store ROIs via promotion, merchandising, etc.
– Influencing online shopper behavior by devising the right media and marketing mix components
– Hammering down the brand positioning and using existing insights as well as non-data analysis to model the brand structure, to drive sales
– Delving into category based on evidence that provides a futuristic perspective of shopper, category, and retail behavior
3. Driving Innovation
This is related to the classical 4Ps of marketing – how do you innovate your product? What promotional and pricing strategies do you use to sell it at scale? What kind of launch and distribution strategies are best?
Additionally, Brand Managers can use Kantar data to also delve into
– The impact that this innovation will have on the master brand and the brand architecture
– Ways to create the all-important ‘5th P’ – Packaging, for customer attraction
– Ways to optimize the brand portfolio and architecture, and
– Testing and development of concepts, products, and packs
4. Optimizing Investments
Data under this header relates to marketing and retail investment management for optimal returns. It studies
– The best way to conduct advertising spends
– Different digital contexts, examining them to see what works best
– Various touchpoint analyses, their impact and how to improve going ahead
– Various solutions used to drive sales and enhance field efficiencies
The Possibilities are Many
As we mentioned in the very first sentence, Brand Managers in the CPG industry can use Kantar data to take their brands to the next level. The data is there, and that is one part of two. The second falls upon Brand Managers to embark on an exploration journey where they truly analyze the plethora of information in front of them and carve out exceptional insights that serve as action points for the brand’s growth.
If Only Time was in Abundance
It seems heavy, but breaking it down to the simplest of factors tells us that Brand Managers simply do not have the time to conduct such in-depth exploration. This is due to the fact that such data comes in the form of loads of separate files, which are hard to simultaneously, and speedily, manage. Had Brand Managers the time for data exploration, the resulting insights and the subsequent impact of these insights on the brand would have been positively different.
We’ve Got a Present for You
At the risk of sounding cheesy, it’s the gift of time.
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There’s so much more on offer, as we’ve mentioned in other blogs such as ‘Interested in Becoming a Brand Manager? Know Your Nielsen Data!’.
Just read the conclusion, which starts with the header ‘SEPARATE FILE FOR EACH, OR JUST 1 INTEGRATED DATASET?’
Our pursuit is to help you use Kantar data to the fullest. See how, over a demo call.
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