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Brand Navigator<br />

PART OF MARKETING NAVIGATOR<br />

Brand Navigator is an integrated, customer-insights solution<br />

to support strategic and operational<br />

brand positioning and communication decisions


About Brand Navigator<br />

Brand Navigator is an integrated, customer-insights solution to support<br />

strategic and operational brand management decisions. Created as an<br />

interactive platform, it focuses <strong>McKinsey</strong>’s deep marketing and industry<br />

expertise on brand driver analysis, enabling companies to monitor and<br />

identify the best ways to steer brand performance.<br />

Brand Navigator is part of the broader Marketing Navigator suite which covers<br />

many dimensions of consumer insights challenges and combines the strengths<br />

of its three building blocks : <strong>McKinsey</strong>’s proven methodology, a large group of<br />

experts, and a proprietary platform.<br />

Proven Methodology<br />

Every Brand Navigator engagement can rely on <strong>McKinsey</strong>’s proven methods for<br />

measuring and managing brands. In over 70 client projects in the past 5 years,<br />

our CI-based branding analyses have generated new ideas and winning strategies<br />

for brands. The Brand Navigator solution has been implemented in industries such as<br />

beverages, consumer electronics, insurance, and pharmaceuticals. The approach is<br />

based on the use of statistical methods to derive the answers from the consumer, with a<br />

progressively sharper focus on the drivers (the tangible and intangible image attributes<br />

and brand benefi ts) that attract customers to the brand.<br />

“This is a consulting<br />

solution that has been<br />

developed with me in mind.”<br />

Brand Manager,<br />

Global Pharmaceuticals Corporation<br />

“This fact-based approach<br />

put order and focus into the<br />

way the division looks at<br />

the business.”<br />

Strategic Insights Manager,<br />

International Food Producer<br />

An Unrivaled Team of Experts<br />

Brand Navigator is the result of multiple research initiatives within <strong>McKinsey</strong> & Company<br />

on marketing-related topics. The permanently growing group of marketing and consumer<br />

professionals enhances the fi rm’s traditional strengths in strategy and organization with<br />

deep expertise in branding, customer insights, customer relationship management,<br />

pricing, marketing ROI, and sales and channel management. More than 50 experts<br />

specialized in the complex fi eld of consumer insights help to set up and conduct<br />

market research, challenge existing customer insights, and drive the identifi cation of<br />

opportunities for brand growth.<br />

Proprietary Platform<br />

Brand Navigator’s interactive platform generates robust quantitative consumer insights<br />

through an easy-to-use graphical interface. This tool automatically recalculates all<br />

necessary statistics, based on the selected subsample, enabling companies to analyze<br />

the performance of a brand against competitors across countries, product categories,<br />

and customer segments.<br />

To access this platform, companies only need a commonly used web browser.<br />

Secured access, user control, and maintenance are guaranteed.


What Brand Navigator delivers<br />

Improving the performance of a brand requires a deep<br />

understanding of its most important image attributes and benefi ts.<br />

Brand Navigator identifi es current bottlenecks in the brand’s<br />

purchase funnel, lists important brand drivers for these bottlenecks,<br />

and shows the association of each driver with all relevant brands.<br />

Brand Navigator delivers tools to address typical challenges brand managers<br />

face when analyzing consumer insights :<br />

<br />

<br />

<br />

<br />

<br />

Overfl ow of consumer data; no single data source<br />

Long lead times between research and analytical results<br />

Lack of fl exibility in how analyses are “cut” by region, category, or consumer segment<br />

Risk of mistakes in statistical analysis, unclear view of sample sizes, and insuffi cient<br />

robustness of analyses<br />

Deriving brand drivers’ importance from statements of what is important, rather than<br />

from actual customer behavior<br />

WHAT BRAND NAVIGATOR PROVIDES<br />

Proven Methodology<br />

Track how your brands perform by using the interactive platform to run real-time analyses<br />

across geographies, products, and customer segments.<br />

Greater Productivity<br />

Streamline repetitive tasks by using the automated web interface to upload market<br />

research data, run customized analyses, and produce graphical outputs that can easily<br />

be incorporated into reports to facilitate decision making.<br />

Sustainable Improvements<br />

Build in-house capabilities and embed best-practice approaches to measure, manage,<br />

and upgrade brand performance.<br />

http://solutions.mckinsey.com/brandnavigator


Working with Brand Navigator<br />

Brand Navigator offers a fl exible solution for the scope and focus of<br />

each engagement – ranging from a larger branding project to lean<br />

insights with basic features only. In each case, the unique combination<br />

of <strong>McKinsey</strong> expertise, proven methodology, and proprietary interactive<br />

platform is customized to meet the specifi c needs of the industry,<br />

company, and categories. After the engagement, the platform can<br />

be used to conduct complementary analyses, to deep dive into<br />

subsamples, or to update data over time (with ad hoc expert support)<br />

to ensure ongoing success.<br />

Working with Brand Navigator is designed to be a structured journey from data to strategy :<br />

Analyze a brand’s performance in the purchasing process :<br />

• Compare brand performance against competitors<br />

• Evaluate and prioritize performance/loyalty gaps<br />

• Identify brand growth potential<br />

Deep-dives on the analyses can be conducted by product<br />

segment (premium, mainstream, value), country, consumer<br />

segment (sociodemographics, attitudinal segmentation), or any<br />

combination of these as long as the sample size is suffi cient.<br />

Develop appropriate strategic options to stimulate brand growth<br />

based on statistical analysis of brand drivers :<br />

• Identify the most relevant attributes and brand benefi ts for increasing<br />

consumer purchases and loyalty<br />

• Plot the brand’s association with these attributes, compared to<br />

competitors, and use different analytical frameworks to help identify<br />

effective differentiators<br />

Determine the most appropriate touchpoints to communicate<br />

these differentiating factors to the right audience :<br />

• Identify the touchpoints (media or non-media) that resonate best with<br />

a target segment and a specifi c message<br />

• Combine the fi ndings on touchpoints and brand drivers to develop<br />

impactful and detailed plans for brand growth at global or local level<br />

Brand Navigator gives brand teams the deeper and more distinctive<br />

and actionable insights that are needed to craft and execute a winning<br />

brand strategy.


Brand Navigator services<br />

Brand Navigator provides both an analytical platform and expert<br />

services, building on a company’s consumer and brand information<br />

as well as on <strong>McKinsey</strong>’s proven methods in branding. If required, the<br />

Brand Navigator team can also take responsibility for conducting<br />

the market research.<br />

Interactive Platform<br />

<br />

<br />

<br />

<br />

<br />

Directly accessible and fully web-based interface<br />

Automatic updates incorporating the latest methodologies<br />

Analysis of raw and aggregated data<br />

Ready-to-use visuals of all major results<br />

Confi gurable reports tailored to specifi c needs<br />

Expert Support<br />

<br />

<br />

<br />

<br />

<br />

<br />

Setting up and conducting market research<br />

Facilitating management workshops to discuss results and develop<br />

recommendations<br />

Sharing best practices in brand positioning and communication<br />

Helping to identify the most valuable brand growth opportunities,highly<br />

relevant brand drivers, and best touchpoints for communication<br />

Providing guidance on platform features and functionalities<br />

Supporting data updates and continuous monitoring of brand health and<br />

performance once Brand Navigator is deployed<br />

Analysts and IT Support<br />

<br />

<br />

<br />

<br />

Confi guring the platform to match company-specifi c requirements<br />

Ensuring the appropriate data defi nition and upload of key data (initial set<br />

and updates) into the Brand Navigator platform<br />

Enabling use of the platform as a continuous monitoring tool (under license)<br />

Pursuing ongoing proprietary development with cutting-edge tools to<br />

continually deliver best-in-class brand analysis


For more information on Brand Navigator, visit<br />

http://solutions.mckinsey.com/brandnavigator<br />

or send an email to<br />

brandnavigator@mckinsey.com<br />

BRAND NAVIGATOR-1007 V01<br />

For more information on <strong>McKinsey</strong> <strong>Solutions</strong>, visit http://solutions.mckinsey.com/catalog or send an email to mckinseysolutions@mckinsey.com

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