Presentation on theme: "A Knowledge Management System for Bringing Consumers into the Hearts and Minds of our People K.S.Srinivasa Murty- Head of Knowledge Management & B.V. Pradeep."— Presentation transcript:
A Knowledge Management System for Bringing Consumers into the Hearts and Minds of our People K.S.Srinivasa Murty- Head of Knowledge Management & B.V. Pradeep - Head of Market Research Hindustan Lever Limited, India
CONSUMER WINDOWS An Overview A program to bring consumers into the hearts & minds of our people What ? How ? Why ? Changing consumers, so a need for a continuous & stronger connect with them Increasing competition, hence the need for discovering & stimulating latent needs for enabling growth through innovations Provide many windows to explore all dimensions of change and their implications Develop insightful managers thru consumer immersion
CONSUMER WINDOWS The Program Outline Getting to know & understand our consumers Getting sensitive to what makes consumers tick. Getting a feel for our consumers Getting to work alongwith our consumers
GETTING TO KNOW & UNDERSTAND OUR CONSUMERS Building Consumer Insights –Strategic Category Consumer Understanding –Holistic Consumer Understanding Leveraging Consumer Insight –CAMERA : Consumer Research KM system –Consumer Connections Workshops
STRATEGIC MR STUDIES - HLL FRAMEWORK CATEGORY CONSUMER UNDERSTANDING BARRIERS & TRIGGERS HABITS & ATTITUDES UNDERSTANDING THE CONSUMER CURRENT CONSUMER NEEDS UNDERSTANDING THE PRODUCT NEEDS SEGMENTATION BRAND EQUITY / ARCHITECTURE STUDIES CUSTOMER SATISFACTION STUDIES DELIGHTING THE CONSUMER "IDEAL" "NEW DIMENSION' OBSERVATION STUDIES SENSORY LINKAGES WHATS GOOD ___? SENSORY & CONSUMER PREFERENCE MAPPING
STRATEGIC MR STUDIES - HLL FRAMEWORK HOLISTIC CONSUMER UNDERSTANDING MEGA TRENDS YOUTH POWER CONSUMER EMERGING KING EMPOWER- MENT OF URBAN WOMAN KIDS PESTER POWER TO DECISION MAKING PARALLEL / SURROGATE CATEGORY STUDIES CROSS - CATEGORY STUDIES DISCOVERING UNSTATED NEEDS NAIVE OBSERVATION STUDIES Proj 1: SHARE OF TIME Proj 2: SHOPPER STUDY Proj 3: URBAN YOUNG WOMAN Proj 4: URBAN WORKING WOMAN Proj 5: URBAN ELITE Proect : 6 * U/S KIDS * KID SIGHT PANEL Project : 7 YOUTH TRENDS Project : 8 LOW INCOME CONSUMER RURAL EL DORADO EMERGING CONSUMER NEEDS
KNOWLEDGE MANAGEMENT IN MR It is Sharing Consumer information, learnings & best practices across relevant teams / networks. By developing, implementing & maintaining infrastructure in the area of following aspects Systems - Hardware & Software: Enabler Organisational Structures: Who will do it ? Processes: How will it be done ?
STAGE 2 : CONSOLIDATION OF KEY FINDINGS KNOWLEDGE MANAGEMENT IN MR STAGE 1 : SHARING INFORMATION -Capturingelectronically -all consumer information (MR Reports / Summaries ) -"How to do" guidelines -Structured database & network for quick access. STAGE 3 :DISTILLING LEARNINGS & RELATIONSHIPS -Codify & classify knowledge to draw insights Two approaches - Case Studies based approach : What works & what does not ( E.g. Ad Case Studies, LUP etc ) -Quantifying relationships : What drives what ? ( E.g. Product test database ) -DOCKETS : Capture Summarized learningDOCKETS Type 1 : CATEGORY DOCKETS Type 2 : THEME DOCKETS (Health & hygiene, packaging etc.) Type 3 : CONSUMER SEGMENT DOCKETS ( Youth, kids, rural etc.)DOCKETS
CAMERA What is it ? A Market Research website which allows users to access every single piece of Consumer Research data available to Hindustan Lever Limited through a single window. This access to the information is provided quickly and in a structured manner.A Market Research website
PRINCIPLES Help build knowledge and expertise among those involved in market research, marketing and research Build successful communication across conventional boundaries Provide resource for learning about MR methodologies Develop a richer corporate knowledge of consumer understanding Better understand and assimilate the company’s knowledge of the Consumer
THE DEVELOPMENT PROCESS All MR researches since 1998 (1760) have been summarised and structured in standard sections allowing for consistency in presentation across researches All category knowledge synthesized into a structured DOCKET –Covers 12 categories across HPC & F&B –Key learning's from strategic category researches of the past years incorporated –Continuous updation to keep it up-to-date Database of research instruments used in all MR projects collated and compiled in easy to read formats Strategic and Holistic researches for all categories conducted according to the HLL FRAMEWORK Not simply an IT project, but a new way of working for MR
MR ORGANISATION STRUCTURE FOR KM STAGES OF OUTPUT RESPONSIBILITY KNOWLEDGE MGT 1.Sharing Information - Reports MR Mgr. + 3P Agency - Summaries - Guidelines 2.Consolidation of Findings- DOCKETS * CategoryCategory MR Manager * ThemeTheme Champions * SegmentConsumer Segment Mgrs. 3.Distilling Learnings * Analysis ofTechnique Custodians Case Studies Syntheses Learning - now a part of MR Mangers Work Plan
GETTING A FEEL FOR OUR CONSUMERS One-to-One –Each manager specifies the type of consumer he is interested in and gets to meet them at the consumer homes Soap-box –Managers can participate in regular theme- based consumer focus group discussions at the five “Consumer Centres” Consumer Empathy –Listening and talking to consumers, as part of regular Market Research studies
Objectives Verify & refine understanding of consumer –Habits & practices –Product usage conditions –Use & abuse of products –Beliefs & attitudes –Barriers to change Understand their lifestyle, aspirations & concerns To pick-up consumer vocabulary To understand reasons for using Competition Products DIRECT CONSUMER CONTACT : PROJECT CONSUMER ACCESS
SUPPORT SOAP BOX Guidelines for the ProcessConsumer Centre with one way Process Facilitatormirror ONE TO ONE Guidelines for ConsumerAudio, Video Dialoguerecording Photography A Consumer Interface Contact EMPATHY Programme ScheduleProject details
THE INITIATION PROCESS VISIT PROTOCOL A “Researcher” Identity Do’s & Don’ts - unspoken boundaries SHARPEN OBSERVATION Habitual unconscious behaviour pattern The typically “A TYPICAL” SKILL ENHANCEMENT Non-threatening presence Listening mode Inquisitive conversational style
CONSUMER ACCESS CONSUMER CLINICS Feel The Pulse
A.Observing “First time” Reactions to Products Soap usage for a non-soap user Observe Relaunch ‘Brand’ trial by target respondents Understanding ‘Beauty’ using on the spot experience cues B.Understanding through Observation Tea making : vessel, ingredients, tea leaves addition vis-à-vis water, liquid condition, manner of serving On the spot oral care early morning routine observation Hygiene/cleanliness factor : extent of ‘hands’ cleaning pre-meals C.Understanding Context & Actual Products Used Washing + personal care product storage condition checks “Bathing” area, in-home / community centres, water handling & usage Pick up of prepared ‘tea’ for analysis D.Firsthand Experiencing of Demo Impact Glow-germ demo evaluation DIRECT CONSUMER CONTACT “Enriching Consumer Understanding”
GETTING TO WORK ALONG WITH OUR CONSUMERS Marketing, R&D and MR Manager, talk and work with consumers to build and evaluate concepts, advertising and product ideas Useful for fine-tuning and refining existing products Key techniques –Consumer clinics –Sequential recycling.
GETTING SENSITIVE TO WHAT MAKES CONSUMERS TICK Program for facilitating interaction of our managers with practitioners who are in touch with consumers and have successfully applied it in businesses to drive growth Will enable our managers to look at new ways of developing & leveraging Consumer Insight Consumer Sensitivity through Experts - SENSEX
How do we get Competitive Advantage from Consumer Insight ?
Competitive Advantage comes only by Delighting / surprising the consumer
WHAT IS “CONSUMER CONNECTIONS” ? * An approach to build bridges between : Consumer Insights & Business ambitions * PROCESS : - Typically, a 5 stage process - 30 Multifunctional & cross-categories participants (Marketing, Market Research, advertising Agencies, R&D & Supply Chain Stage 1 : Defining the Task - The Business / Marketing head identifies 3 specific task / goods to be achieved in next 2/3 years Stage 2 : Access Consumer Knowledge - Sharing of coherent dockets (& or presentations ) on distilled “Consumer Understanding”
Stage 3 : Obtaining “Consumer feel” “Consumer home visits” are organized for all participants Stage 4 : Catching up on Technology trends - Presentations on : State of the play” in technology and supply side variables Stage 5 : Building the bridges - Groups ideate, to : link consumer & technical insights” to the “Business Problems OUTPUT : A short list of CONSUMER RELEVANT IDEAS WHAT IS “CONSUMER CONNECTIONS” ?
CAMERA ACCESS IN-TOUCH SENSEX Strategic Direct Consumer Working with Sensitivity Researches Contact Consumer Experts Insightful Observations Consumer connections Workshops Innovation Communication Activation Ideas Ideas Ideas KM IN CONSUMER UNDERSTANDING Competitive Advantage from Consumer Insight
AREA 1 : Price - Value Delivery Consumer InsightsBusiness Response 1. 51% of Consumers use a bathing soap for hairwash, as well (Habit is both in Urban & Rural areas) A "Hair & body" soap which would deliver superior hair wash benefits, as well. 2. Low Income Consumer are infrequent users of soap due to high unit price A low unit price soap pellet (1 Re for 8 gms) -"One pellet for one bath" concept Aimed at enhancing no. of bathing occasions facilitated by affordability 3. Consumers of popular / Discount brand aspire for better aesthetics but large apparent size is still a key preference driver Better appearance (Colour & Texture) with bigger apparent size( at nearly the same price) CONSUMER INSIGHTS - SKIN CARE
AREA 1 : Delivering Price - Value Consumer InsightsBusiness Response 1. "Neem" - a natural ingredient seen as strong on "germ-kill & health" benefits (especially strong in lower SEC) A low cost emollient cream with Neem, positioned on health benefit for family protection 2. Incidence of sweat problems very high. However current deodorant solutions not within reach Low cost Deo mix for converting non-users developed 5 gm stick launched. CONSUMER INSIGHTS - SKIN CARE
AREA 2 : Enhancing Quality of Life Consumer InsightsBusiness Response 1. The top three areas of High Concern & High incidence that emerged from the Skin Care H & A study - Fairness - Dry Skin - Oily skin * A Toilet soap which provides the higher order benefits of - Sun Screen - Moisturising benefits. CONSUMER INSIGHTS - SKIN CARE
AREA 3 : Anticipating Consumer Needs Consumer InsightsBusiness Response 1. Dark wrinkles under the eyes - High incidence (22%) & High concern(50%) - No real solutions available Launched "under-eye cream" 2. Facial treatment a key activity (31% of beauty parlour visitors) 3. Oily facial skin, high incidence (25%) & concern (40%) 4. Pimples : - High incidence (25%) - High concern (45%) Self healing mask for a weekly facial at home Oil control : Cleaning Pads Acne pads CONSUMER INSIGHTS - SKIN CARE
INDICATORS OF SUCCESS * Consumer Understanding & Assimilation (a) CAMERA Usage - No. of Managers accessing CAMERA each month - No. of visits to a site per Manager - Time spent on CAMERA - No. of Mgrs / visits to cross-category information on site (b) Learning & Synthesis - No. of DOCKETS created.
* Leveraging Consumer Understanding - No. of Categories / Brands for which “Consumer Connections” workshops have been held * Enhancing “Consumer feel” - Direct Consumer Contact Program * No. of Managers participating in DCC * No. of Consumer Home Visits * No. of Managers repeating visits * No. of Managers who are “First timers” * No. & quality of feedback from DCC * Sensex program - (Expert talks) - Sessions Feedback - No. of Managers attending. INDICATORS OF SUCCESS
Getting to know & understand our consumers STATUS AS OF DEC 2001 21 CC workshops 141 category/theme DOCKETS created Getting a feel for our consumers 1668 managers have visited 7746 homes 556 Soap Boxes with 445 managers involved Getting to work alongwith our consumers 26 Consumer Clinics 54 Sequential Recycling Sessions 7 Sessions conducted. (“Youth” through the eyes of MTV, RURAL Consumer - Experiential Learning etc.) Getting sensitive to what makes consumers tick
KNOWLEDGE PROCESSES IN OUR CONSUMER WINDOWS PROGRAM Focus on new knowledge Focus on existing knowledge Process focus Content focus 1. Locating and Capturing 2. Sharing 3. Creating CAMERA CONSUMER CONNECTION WORKSHOPS
New insights about the market are generated by combining the result of different market studies KNOWLEDGE PROCESSES IN OUR CONSUMER WINDOWS PROGRAM Marketing Process Examples An experienced marketer increases the group knowledge by giving a speech to young members about his wealth of experience A young marketer learns the Unilever marketing procedures and starts to improve his way of working A team of marketers works closely together with a group of consumer to gain knowledge about their buying behaviour CombinationInternalizationSocialization Externalization
KNOWLEDGE MANAGEMENT OUR LEARNINGS People issues need addressing Need to communicate KM benefits to all involved & specify their role Create clear organisational structure to address each element of the KM cycle (creation, distillation, & sharing) –Clearly identify champions for each section KM doesn't come free, demand resources & time : Plan for it up front Formal recognition & reward system required (E.g. Docket on MR Manager’s MBOs, ”Best Docket” award etc) People hate leaving behind dockets which reveal all the sins they committed - Unless encouraged to do so KM - not seen as “Value adding” - as it adds value to somebody else
KNOWLEDGE MANAGEMENT OUR LEARNINGS Systems & Processes Build KM Systems around business processes & day to day activities (E.g. “Impact Model” used in CAMERA) Don’t wait for all elements to be perfect & ready - Improve as you go along Obtain regular feedback from users to ensure system improvements are in line with expectations Useful to Brand KM initiatives IT is a powerful enabler - leverage IT ! KM - at times may be seen as bureaucratic - watch out