Getting the best out of AMPS A user

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Getting the best out of AMPSA users perspective

• Amit Kishore
• General Manager - Operations
• mediaReach OMD
• Lagos

10th ALL AFRICA MEDIA RESEARCH CONFERENCE Pan
Africa Media Research Organisation
(PAMRO) Tuesday, 19 August, 2008 Lagos
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In this session

• Nigerias All Media Product Survey, 2008 (AMPS)
• Psychographic Profiling
• Demographic segmentation
• Market Planning Market Prioritisation
• Market Planning Cross Promotion
• Conclusion

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Nigerias AMPS
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All Media Product Survey

• Survey commissioned by Media Planning Services
• Research conducted by Media Research Consultancy
• Over 14,000 respondents pan-Nigeria
• Covers Urban Semi-urban locations
• Readership of all major print titles covered
• Consumption of over 60 product categories covered
• All respondents above the age of 7 years
• Single source database combining demographics,
  psychographics, media habits product consumption

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Psychographic Profiling
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Psychographic Profiling

• Using the battery of lifestyle statements in AMPS
• Two leading brands in the toothpaste category
• Strongly Agree to the statements for each brand
• Normalise to category score i.e. all toothpaste
  users
• Difference in scores demonstrate the distance
  between the two brands target group on each
  statement

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Example

• Toothpaste Brand A Brand B
• Rather care for family than work at job
  27 19 29
• Normalised to Category scores 100
  69 106
• Final scores -31
  6

Brand A Category Brand B
106 100 69
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Family Values
Close Up consumers are more family oriented with
a strong bond
Close-Up Users
Macleans Users
Source AMPS 2008 TG Users of respective
brands Market Pan-Nigeria Figures are difference
of Brand Users Strongly Agree and Total
Toothpaste Users Strongly Agree
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Attitude to Work
Close Up consumers are career minded and achievers
Close-Up Users
Macleans Users
Source AMPS 2008 TG Users of respective
brands Market Pan-Nigeria Figures are difference
of Brand Users Strongly Agree and Total
Toothpaste Users Strongly Agree
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Self Perception
Close Up consumers are introverted but have quiet
confidence
Close-Up Users
Macleans Users
Source AMPS 2008 TG Users of respective
brands Market Pan-Nigeria Figures are difference
of Brand Users Strongly Agree and Total
Toothpaste Users Strongly Agree
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Attitude to Money
Macleans consumers are conservative with money
cost conscious
Close-Up Users
Macleans Users
Source AMPS 2008 TG Users of respective
brands Market Pan-Nigeria Figures are difference
of Brand Users Strongly Agree and Total
Toothpaste Users Strongly Agree
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Very different but are they different in Media
habits too?
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Radio Habits
Radio Stations
Programming Genres
Source AMPS 2008 TG Users of respective
brands Market Lagos Figures are difference of
Brand Users Strongly Agree and Total Toothpaste
Users Strongly Agree
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Television Habits
Television Stations
Programming Genres
Source AMPS 2008 TG Users of respective
brands Market Lagos Figures are difference of
Brand Users Strongly Agree and Total Toothpaste
Users Strongly Agree
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Magazine Habits
Magazine Titles
Source AMPS 2008 TG Users of respective
brands Market Lagos Figures are difference of
Brand Users Strongly Agree and Total Toothpaste
Users Strongly Agree
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Conclusion

• Possible to differentiate in media between 2
  similar brands
• Important to gain strategic advantage in media
• Specifically useful in situation where a clients
  portfolio contains more than one brand in the
  same category
• I have two different brands, but the media plans
  looks the same

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Identifying the Potential Segment of Small Cars
Buyers within All Potential Car Buyers
Demographic Segmentation
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Which variables discriminate car Buyers?
If car purchasers are uniform across a variable,
e.g. SEC, then it is NOT a good discriminator
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Targeting the potential segment
If car purchasers vary highly across a variable,
then that variable is a good discriminator of
car purchasers
Calculating a Discrimination Index (DI), to
identify the variable which discriminates the
most Penetration of Cars in the Top 5 DI
(T5/B95) ---------------------------------------
---------------- X 100 Penetration of Cars in
the Bottom 95
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Target new small car buyers
a

• Households purchasing Small Cars in the last
  XXX years 3.4
• Households owning Any Cars 7.5

x
XXX your best estimate of how far back is a
good representation of a future buyer In a
scenario like this a Top5/Bottom95 will
do. Higher figures demand higher dissection, say
Top10/Bottom90
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Data from AMPS
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Work on data from AMPS
Calculate the Index Sort the data on Index
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Breaking the population into T5/B95
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95
SEC A (9) gets broken in to T5/B10 (54) SEC A
Small Car Owners (45) is also broken in the
same proportion 54 And index calculated for A
A again The next step is to calculate the
penetration for T5 and B95
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Calculating the Discrimination Index
Calculating penetration for the Top 5 and bottom
95 by adding up the no. of Small Car Owners
Total population Calculating the final
Discrimination Index for SEC (17/3100633)
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Discrimination Index of other variables

• The same method is used to calculate the DI for
  as many variable as possible (a good checklist
  would be ones that we think will discriminate for
  the given product category)
• Include demographics as well product ownership
  variables viz. household goods as well as
  personal products
• Sort the DI of all the variables and select the
  top few (lets say top 5)

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Powerful Discriminating variables
a

• MHI, Television, Ownership of Washing Machine,
  Air conditioner and Refrigerator
• SEC, ownership of 2 wheelers, family structure,
  Head of Households Age, and No. of working
  members

x
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Discrimination power by combining powerful
variables
Washing Machine AND Refrigerator AND AC has
the highest index
Combining high DI variables to arrive
at an even better discriminator
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Ideal Discrimination Variable

• If Washing Machine ownership is the best
  discriminator, then
• Amongst Car Owners
• Washing Machine ownership should be 100
• Washing Machine non-ownership should be 0

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Best discriminator defining the segment
a
Individuals owning TV Refrigerator AC
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Better TG definition

• Traditional TG definition
• SEC AB, Male, Age 25-35yrs
• New TG definition
• Individuals owning TV Refrigerator AC

Focused TG definition leads to focused media plan
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Market Planning

• Market Prioritisation

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Sausage Category market
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Learnings

• Sausage as a category is more popular in the
  South
• North constitutes 47 of the population
• but contributes only 17 of sausage consumption
• But dont northerners eat sausage rolls at all?
• In which case its a case of developing the habit
• Sampling, hence a marketing task
• But could it be related to their religious
  sentiments?
• Sausage rolls contain pork taboo
• In which case its a matter of informing them
  hence a communication task

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Market Planning

• Cross Promotion

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Cross Promotion

• A coffee brand wants to do a cross promotion with
  another brand
• Milk among many categories may be the easy choice
• But which brand among the milk category is the
  best to go with?
• Ultimately the success of the promotion depends
  on what is most attractive to the consumer
• And it need not just be the price-off

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Nescafe Promotion
46 of Nescafe buyers also buy Peak Evap Milk
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Hollandia Promotion
50 of Hollandia buyers also buy Enrista Coffee
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Conclusions
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Conclusions

• AMPS is a very powerful single source database
• Data from AMPS needs to be put to rigorous
  analysis
• When put to rigorous analysis it can result in
  very useful metrics
• Usefulness of AMPS goes beyond media planning
• Large scale quantitative database for market
  planning

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Thank you.