1. automotive and vehicles

*
Market Quest
© Ipsos.
© 2012
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rights reserved.
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The automotive industry is undergoing a lot of change across the globe
• Shift West to East
• Urbanisation
• Small is beautiful
• Sustainability
• Rising cost of
energy
•…
Censydiam for Automotive
Within this changing landscape, the consumer is more & more
feeling empowered to take control of their own lives.
Consumer today
are more
marketing savvy &
more self-reliant;
they trust more than
ever on their own
judgement
Consumer
Autonomy
New technology
enables consumers to
take control of the
Digirelationship with the
normalisation brands (e.g. price
THE
check app, blogs,
EMPOWERED
twitter, etc.)
CONSUMER
Inflation of options
available to the
consumer
Competition is fiercer than
ever with new retail formats,
online shopping, global access,
etc. giving the consumer more
choice, while competitors across
the globe often have the same
access to product technology
Censydiam for Automotive
Call for a more meaningful relationship!
&
More than ever automotive brands
need to deliver relevance to
people’s lives.
Censydiam for Automotive
WITHOUT PEOPLE THERE IS NO MARKET
“…There is no car market,
there is no motor bike market,
but there is a market
for freedom,
for independence,
for status and
family harmony”
Censydiam for Automotive
A first key facet of Censydiam : it identifies 4 layers of
motivations
Category
motivations ?
What am I
looking for?
Functional
Characteristics
How should it
reflect upon me?
Social Identity
How will it help
optimize life?
Emotional
Benefits
What should it
stand for?
Personality
These four facets explain 85 – 95% of brand choice
across categories and countries
Importance of different Facets of
a Brand’s Identity in driving Choice
Functional
Characteristics
Personality
25%
Emotional Benefits
Relative
Importance
in driving
Brand
Choice
31%
34%
10%
Social Identity
NOTE: Data Based on Ipsos R&D surveys across categories and countries
A second key facet of Censydiam : human motivations can be
framed according to 2 simple universal dimensions
The desire to let go
― PERSONAL
― SOCIAL
DIMENSION ―
DIMENSION ―
The desire to
assert oneself,
stand out and
dominate
The strive for control,
be rational and
suppress your feelings
The desire for
companionship,
bonding and fit
with others
From product to people
A motivational approach gives a much broader, richer entrypoint to start an engaging conversation with your consumer.
or
Means of
transportation
Commuting from
A to B
Status
Fun
Showcasing your
success in life
A tool to enjoy life
to the max
Censydiam for Automotive
Building the Frame of Reference towards cars:
Definition of the axes
How cars can help to deal
with daily tensions on an
individual level
Me and my car, I personally
do something with the power
I actively handle that power,
I express my emotions
My car as such, I know
that the power is there
I passively handle that
power, I control my
emotions
Censydiam for Automotive
10
Building the Frame of Reference towards cars:
Definition of the axes
Showing that you are
successful on a social level
Adapting to the norms and
habits of the social world
How cars can help position
the individual
within his social context
Censydiam for Automotive
11
Motivational Segmentation in Automotive
A toy, a
gadget to live
life to the
max
A real
Passion
A harmonious
way to enjoy
my social life
A responsible
environment
for my family
A symbol of
my success
A sign of my
individuality
A safe bubble
Nothing more
than a
transportation
tool
Censydiam for Automotive
12
Where do luxury cars fit in?
Embracing the
strength of the car
The car as a tool for
social affirmation
Cars
Luxury cars
Controlling the
strength of the car
Censydiam for Automotive
The car as a tool
for social
integration
Different attitudes towards luxury cars
My luxury car lets me
explore the world
around me in more
comfort
My luxury car
lets me make the
most of life
Luxury
cars
My luxury car gets
me admiration and
respect from
others, I’m part of
the elite
My luxury car lets me
express my taste and
knowledge and makes me
part of an exclusive club
My luxury car lets
me enjoy my family
life more
My luxury car lets
me feel more secure
and protected
Censydiam for Automotive
Brands can be plotted against this …
explore the world
admiration and
respect
express my taste and
knowledge
make the most of
life
Luxury
cars
family life
secure and protected
Censydiam for Automotive
… as can different models of the same brand
make the most of
life
explore the world
Compact hatchback
Medium crossover
admiration and
respect
Luxury
cars
family life
Large sedan
express my taste and
knowledge
secure and protected
Censydiam for Automotive
How Censydiam can help you
MOTIVATIONAL
LANDSCAPE
BRAND
BRAND
POSITIONER
GROWTH
PRODUCT
PORTFOLIO
MANAGEMENT
ADVERTISING
EVALUATION
PRODUCT
TESTING
Censydiam for Automotive
MOTIVATIONAL
LANDSCAPE
1.
What are consumers’ deeper
motivations for choosing
certain cars brands?
2.
Integrated
qualitative &
quantitative
research amongst
target consumers;
sample size N=800
or above
3.
How strong is my brand for
each of these motivations?
On which of these motivations
should I focus? How can I
optimize my positioning?
4.
Can I identify potential
innovation platforms?
Censydiam for Automotive
18
Storyline
1
How can I
create brand
growth?
4
Identify
drivers of
brand choice &
innovation platforms
within segments
Segment
consumers
based on category
motivations
3
Select target
segments for my
brand(s)
5
2
Understand
motivations
for category
usage
How do
brands/
position
vs motivations/
segments
6
On what
motivations
should I focus for
my brands
Censydiam for Automotive
Provide Clients
actionable
insights to
brand growth
19
BRAND
BRAND
POSITIONER
GROWTH
1.
What is Attitudinal Equity of
my brand?
2.
How do consumers perceive
my brand on emotional &
functional aspects?
3.
Quantitative
research
Starting from N=300
4.
What are today’s choice
drivers in the market?
How can I optimize the share
of my brand on current choice
drivers?
Censydiam for Automotive
20
Storyline
1
How can I
create brand
growth?
4
Attitudinal
equity of
brands
2
Perception
of brands on
functional and
emotional benefits
(present status)
3
Performance
of brands on
choice drivers
Identify
brand
choice drivers
On what
5 choice
drivers
should I focus for
my brands
Censydiam for Automotive
Provide clients
actionable
insights to
brand growth
21
PRODUCT
BRAND
PORTFOLIO
GROWTH
MANAGEMENT
Integrated
qualitative &
quantitative
research amongst
target segment;
sample size N=800
or above
1.
What are consumes deeper
motivations for choosing certain
cars brands?
2.
How strong is my range of models
in each of these motivations?
3.
How can I make optimal use of my
range of models to cover as much
motivations as possible? How do I
avoid cannibalisation in my model
portfolio?
4.
Which white space exists within my
product portfolio?
Censydiam for Automotive
22
Storyline
1
How can I
create brand
growth?
2
Segment
consumers
based on category
motivations
Understand
motivations
for category
usage
3
4
How to avoid
cannibalization
5
How do my
models position
vs motivations/
segments
Which white
spaces do
exist in my
portfolio
Censydiam for Automotive
Provide Clients
actionable
insights to
brand growth
23
PRODUCT
TESTING
1.
2.
What motivations is the new
concept addressing?
What impact will concept have on
Attitudinal Equity?
Add-on to
Innoquest
research; N=200
observations
Censydiam for Automotive
24
Storyline
What
motivations is
my product
concept
addressing?
1 Score on key
measures

2 ofPerception
concept on
3
functional and
emotional benefits
What impact
will concept
have?
4
Comparison
of concept
perception with
brand strategy
Censydiam for Automotive
Selecting onstrategy
concepts for
further
development
25
ADVERTISING
EVALUATION
1.
2.
What motivations is the new
advertisement addressing?
What impact will concept have on
Attitudinal Equity?
Add-on to ASI
research; N=200
observations
Censydiam for Automotive
26
Storyline
What
motivations is
my
advertising
execution
addressing?
3
1 Score on key
measures

2
What impact
does advertising
have on
Attitudinal Equity
4
Which
motivations is
advertising
addressing
Comparison of
perception with
brand strategy
Censydiam for Automotive
Selecting onstrategy
concepts for
further
development
27