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Tag: Kantar India

  • A staggering 78% of channel partners in India are not engaged

    BI Worldwide & Kantar unveil Channel Partners Engagement Research

    By Our Staff

     

    BI Worldwide, delivering loyalty and engagement solutions, conducted a research in association with Kantar Group, marketing data and analytics company, to analyse what inspires, engages, and motivates channel partners in India. The aim was to leverage insights from the research to create robust and reliable tools for brands to understand, measure, and strengthen their channel partner relationships.

     

    Speaking about the research, Siddharth Reddy, Managing Director, BI Worldwide India said: “BI Worldwide India commissioned Kantar to pioneer a first-ever, in-depth research in the loyalty marketing industry, conducted at this scale. The research brings focus on a holistic relationship between brands and channel partners. Together, we endeavoured to identify the factors that affect channel partner engagement and developed a framework that enables brands to measure and optimise engagement.”

     

    Added Biswapriya Bhattacharjee, Director, B2B & Technology, Insights Division, Kantar India: “The research is truly one-of-its-kind and delves deep into channel partners’ mindset to understand what inspires and motivates them to give their best. Brands can design results-oriented channel loyalty programs when informed by insights from a methodical and scientific research. KANTAR is delighted to have partnered with BI Worldwide India to bring together a plethora of such data-backed insights and perspectives on secrets to win over channel partners.”

     

    Key Research Takeaways

    The research uncovers key statistics and insights that brands should consider when designing and implementing their channel loyalty and engagement programs to drive better ROI:

    :: A staggering 78% of channel partners in India are not engaged.

    :: 8 key drivers of engagement influence a brand’s relationship with its channel partners – Operational Excellence, Rewards & Incentives, Recognition, Learning, Brand Affinity, Communication, Well-being, and Events.

    :: Focusing holistically on all the 8 drivers helps brands foster strong and profitable channel partner relationships.

    :: Brands can measure the strength of channel partner engagement, leveraging BI WORLDWIDE’s unique model, developed in consultation with KANTAR, called the Affection Matrix.

    :: Basis performance and preference, channel partners can be placed in 4 different quadrants of engagement of the Affection Matrix – Engaged, Trapped, Unattached and Vulnerable.

    :: A whopping 49% of channel partners feel ‘Trapped’ with the brands they work for i.e. they prefer the brand even though they are not satisfied with it.

     

    :: Brands can maximise channel partner engagement using BI WORLDWIDE and KANTAR’s jointly-developed, IBC (Invest, Build, and Consider) solution framework.

    :: 68% of channel partners are extremely satisfied with travel-based rewards, followed closely by luxury rewards at 66%, and business infrastructure-related rewards at 64%.

    :: A brand’s best bet is to invest in a strategic mix of rewards that covers the entire efficacy scale – transactional, functional, and aspirational – to amplify channel partners’ loyalty.

    :: 50% of channel partners prefer receiving business communication through app-based messaging platforms, such as WhatsApp and 50% use social media platforms, such as Facebook, Instagram, etc.

    :: Voice, Messengers, and Apps are the mediums to consider while developing channel partners’ communication strategies.

     

    The research is a deep dive into channel partners’ expectations and equips brands with models to optimise their channel loyalty programs in a complex and layered market like India.

     

  • 19 Indian brands in the Top 25 list

    Parle tops Kantar Brand Footprint report

    By Our Staff

     

    Kantar India released the 9th edition of its annual Brand Footprint report today. The report ranks the Most Chosen FMCG Brands based on Consumer Reach Points (CRPs). CRP considers the actual purchase made by consumers and the frequency at which these purchases are made in a calendar year.

     

    Parle Products leads this year’s rankings, followed by Amul, Britannia, Clinic Plus and Tata Consumer Products. With a CRP score of 5715 (Mn), Parle holds the top spot for a record 9th year in a row.

     

    In a year dominated by health and hygiene, Dettol unsurprisingly grew a whopping 48% in CRP’s (923 Mn) and entered the top 25 brand list. Dettol was followed by Lifebuoy with a growth of 25% CRP’s (1798 Mn), Vim at 21% CRP’s (1454 Mn), Dabur at 14% CRP’s (1458 Mn) and Britannia at 11% CRP’s (4694 Mn).

     

    Speaking about this year’s report and rankings, K Ramakrishnan, Managing Director- South Asia, Worldpanel Division at Kantar said: “Brand footprint is a great way of measuring and rewarding brands by the extent to which they are chosen by consumers. Choice is a function of penetration and frequency. However, we always year after year find that brands grow a lot more on account of penetration gain than frequency gain. The biggest gainers in brand footprint 2020 were expectedly the hygiene brands. That said, the traditional leaders also held their positions by ensuring penetration growths even during the pandemic.”