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Automotive Unravel todays complex route to market © TNS Unravel todays complex route to market. TAPPS: Developments for 2013.

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Presentation on theme: "Automotive Unravel todays complex route to market © TNS Unravel todays complex route to market. TAPPS: Developments for 2013."— Presentation transcript:

1 Automotive Unravel todays complex route to market © TNS Unravel todays complex route to market. TAPPS: Developments for 2013

2 Automotive Unravel todays complex route to market © TNS Understanding the Chinese car buyer We talked to 1,000 people in China as they made a decision about which car to buy. We gathered the information in real-time to understand how people make decisions and what really is influential at each stage of the purchase journey. 2

3 Consumer buying behaviour has changed

4 Automotive Unravel todays complex route to market © TNS The traditional funnel fails to capture todays complex world… 4

5 Automotive Unravel todays complex route to market © TNS Todays buying process takes place within a multi-faceted path to purchase 5

6 Automotive Unravel todays complex route to market © TNS Consumers and brands now co-create the buying process 6

7 Automotive Unravel todays complex route to market © TNS Traditional look back study designs are no longer adequate Tracking the same people through their buying process is optimum 7

8 A new approach TAPPS

9 Automotive Unravel todays complex route to market © TNS a What is TAPPS? Snakes and ladders Provides a micro-level analysis of the path to purchase 4-month online continuous interaction measuring all touch points 9

10 Automotive Unravel todays complex route to market © TNS Valuable insights in real time with online data reporting TAPPS provides an in-depth understanding of: Actual buying process timeline Role and use of digital and social media Interactions between, and influence of, brand and consumer generated content Key touch points at different stages of the car-buying process Triggers of vehicle consideration, rejection and purchase The changing role(s) of dealers 10

11 Automotive Unravel todays complex route to market © TNS TAPPS unique insights build into your marketing strategies… TAPPS Media planning Communications Pricing, promotions & incentives Targeting Positioning 11

12 2012 TAPPS A positive first step

13 Automotive Unravel todays complex route to market © TNS Months The operational framework consists of 4 components Screening of the panelists & initial interview Weekly online touch point survey and photo journal Online focus groups & click-stream data for a sub-sample Post-purchase interview (as soon as a consumer buys a vehicle) 13

14 Automotive Unravel todays complex route to market © TNS Representative sample with wide geographic coverage Sampled from 184 cities in 27 provinces 14

15 Automotive Unravel todays complex route to market © TNS Actionable TAPPS insights Media spend adjustments to reflect the importance of TV and social media CRM use adaptations to identify and activate committed brand owners to act as brand spokespersons in specific social media Brand website content adjustments to better reflect use throughout the buying cycle, not just at the end Communication styles adaptations in those media used extensively by fast decision takers, to reflect their decision making style Dealer follow up behavior adaptations to enhance conversion of confused shoppers Promotions and Incentives adaptation to reflect the parameters of whats acceptable for specific brands. The benefits of a clear understanding of the buying process have multiple applications 15

16 TAPPS has been further optimized Changes for 2013

17 Automotive Unravel todays complex route to market © TNS Months The 2013 operational framework again consist of 4 components Screening of the panelists & initial interview Weekly online touch point survey and photo journal Online focus groups & click-stream data for a sub-sample Post-purchase interview (as soon as a consumer buys a vehicle) 17

18 Automotive Unravel todays complex route to market © TNS Study Background Consistent data collection method over time Year 1 Oct – Feb Year 2 Oct – Feb Online Panel Survey Sample from 214 cities in 32 provinces in China Aged yrs old; Live in Tier 1, Tier 2 and Tier 3 cities Did not participate in auto related survey in the past 3 months Plan to purchase a vehicle in the next 6 months Plan to purchase a new vehicle Is the decision maker or one of the main decision makers for the purchase of the intended vehicle 121 brands and 460 models available on the market Initial n=1607, Diary n=864, Clickstream n=482 18

19 Automotive Unravel todays complex route to market © TNS Representative of the new car buying public 60% of respondents are first time car buyers Unit: % N = 1,670 Family Living inPersonal monthly income AgeGender 60 Note: TAPPS focussed on intending buyers of sub-compact, compact and mid-size vehicles 19

20 Automotive Unravel todays complex route to market © TNS Robust sample available for most brands Brands under considerationSample size Audi466 BMW270 Buick418 Cadillac63 Chevrolet351 Citroen202 Ford227 Honda348 Hyundai390 Mercedes200 Nissan212 Peugeot207 Toyota347 Volkswagen745 Only selected brands shown of 78 under consideration by shoppers 20

21 Automotive Unravel todays complex route to market © TNS Large sample (1399 of luxury and near luxury brand considerers) Brands under considerationSample size Audi466 BMW270 Bentley15 Ferrari22 Infiniti33 Jaguar29 Land Rover71 Lamborghini14 Lexus88 Lincoln12 Lotus18 Mercedes200 Porsche58 Volvo79 Small samples also exist of Aston Martin, Bugati, Maserati and Maybach considerers 21

22 Automotive Unravel todays complex route to market © TNS More detailed analysis on specific sites: e- Nissan.com.cn is attractive and sticky among shoppers Number of minutes on the site 22

23 New Compare TAPPS results in China with US results

24 How TAPPS helps our customers

25 Automotive Unravel todays complex route to market © TNS Influence-Performance-Matrix of one specific or an overall purchase stage for any desired target group Importance to brand preference Performance low high low high TP 1 TP 2 TP 3 TP 1TV TP 2Billboard TP 3Independent expert in newspaper/magazine TP 4Friends/relatives TP 5Visit Car Dealer TP 6Ad in newspaper TP 7Radio TP 8Social Media TP 9Manufacturer web sites TP 10Blogs/Forums TP 11Saw vehicle on the road TP 12Visit price comparison web sites TP 13Dealer web sites TP 14Independent expert opinion online Importance to preference Derived by Hierarchical Bayes Regression Performance: Stated performance for touchpoint Bubble size: Frequency of touchpoint usage SAMPLE ONLY 25

26 Automotive Unravel todays complex route to market © TNS Allocating resource to the right channels at the right time In the early stage of shopping brand generated content is most influential and is widely used. TV Ads have the most impact. 1=TV ad 2=Press as 3=Billboard ad 4=Discussed cars with family and friends 5=Vehicle on the road 6=Radio ad 7=Discussed on social media 8=Online review 9=Car-related comments 10=Saw vehicle in public space 11=Car brand website 12=Car dealer website 13=Car dealer 14=Car promotional offer Importance of Touchpoint for Preference ScoreHighLow Performance of Touchpoint High 26

27 Automotive Unravel todays complex route to market © TNS Identifying the key hubs to influence Although they have limited impact in the final stage of decision making TV Ads and car dealers are crucial hubs. They drive the use of other touch-points that impact brand preference Family and friends Vehicle on the road Press ad TV adBillboard adRadio ad Promotional offerOnline reviewSocial mediaCar dealer Car brand websiteCar dealer website Other touchpoints Brand preference 14%4%8%4% 17%4%6%14% 9%3%5% 7% Effects of Touchpoint (1 to 2 weeks ago)… Significantly positive on usage of different touchpointsSignificantly negative on usage of different touchpoints On brand preference (combined effect of contact yes/no and helpfulness) in terms of relative importance % 27

28 Automotive Unravel todays complex route to market © TNS Managing non-brand generated online content Ensuring good presence and content in multiple forums and blogs is important to impact consumers to buy Brand X Respondents who finally purchase Brand X N=51 Note: The websites marked in Pink are the websites that are only relevant to the PURCHASERS rather than those CONSIDERING the make Life service: ganji.com Life service: 58.com Mirco blog: t.qq.com Blog: Blog. hexun.com Auto: 51auto.com Auto:Auto.sina.com.cn Blog: Live.com Blog: blog.10 jqka.com.cmn SNS: yy365.com Blog: Blog. Sina.com.cn Auto: Auto home.com.cn Auto: Xcar.com.cn Blog: zhidao. baidu.com Auto: auto.163.com SNS: qzone.qq.com SNS: renren.com Micro blog: weibo.com Buy Forum: tangdou.com Blog: Blog.163.com Auto: Bitauto.com SNS: pengyou.com Forum: taoguba.com.c n Life service: baixing.com Auto: 52che.com

29 Automotive Unravel todays complex route to market © TNS Getting personal XXXX 40 years old Employed as Secondary level staff in hotel Personal salary: Around 17,000 RMB per month Lives together with his wife and children in Qingdao Education: University Time consumption on internet Morning Afternoon Evening Looking through the lens of individual consumers brings the data to life v1v1 vv 29

30 Automotive Unravel todays complex route to market © TNS Getting personal Looking through the lens of individual consumers brings the data to life Forum of Auto Study the instruction for taking the delivery in 4S store via forum of auto Browse and investigate the maintenance/repair/technics information for Buick on forum of Forum of Auto Compare Lavida and Excellent in terms of the evaluation from forum of Forum of Auto Start Visit the specific channels of Lavida and Excellent to collect basic information for these two models Forum of Auto Visit for first browsingwww.autohome.com.cn Auto Portal Visit forum of to collect the information and read other peoples comments for first selection of model/brandwww.autohome.com.cn Forum of Auto 30

31 Automotive Unravel todays complex route to market © TNS Valuable insights in real time To summarise, TAPPS provides an in-depth understanding of: Actual buying process timeline Role and use of digital and social media Interactions between, and influence of, brand and consumer generated content Key touch points at different stages of the car-buying process Triggers of vehicle consideration, rejection and purchase The changing role(s) of dealers 31

32 Automotive Unravel todays complex route to market © TNS Visit Andy Turton + 44 (0) Kelvin Koh ext


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