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Nielsen-TAM Annual Conference: On the ‘elite’ and right ‘product mix’

Nielsen-TAM Annual Conference: On the ‘elite’ and right ‘product mix’

Author | Tasneem Limbdiwala | Thursday, May 17,2007 9:21 AM

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Nielsen-TAM Annual Conference: On the ‘elite’ and right ‘product mix’

As television viewing increased, the Nielsen-TAM Annual Conference focussed on the objective, profiling the segmentation of the television viewership, and the key finding of the elite panel were the key elements of the session held.

Vivek Srivastava, Group Brand Manager, S-Group, focussed on the objective of TV viewership. Citing results of some studies, he pointed out, “As per the studies, the objective has been to create the top-end TV panel -- an upmarket panel that understands the television viewership characteristic of the elite.”

He also quoted examples on Indian and international studies and pointed out that while these studies measured viewership, no one had undertaken an initiative to understand the viewership habits patterns. He said, “We are patting out own backs but TAM Media Research is the first one to undertake the elite panel viewership study.”

Defining the definition of ‘elite panel’, he said, “We first looked at all the variables that will be used to understand the elite audience, like demographic, durable ownership, lifestyle indicators and other points. All these variables were closely studied where the final outcome was classified. In essence, the elite audience panel comes under SEC A1 who own air conditioners, computers, cars and other luxuries.”

He claimed that this population resides in cities like Delhi and Mumbai. The classification was done broadly on the terms of the lifestyle indicators, where the elite panel has a higher usage of variables like mobile, Internet or even something like the numbers of rooms in the house. The profile spoken is really up-market not only in consumption, but also in lifestyle and other variables.

In his presentation, Srivastava covered various issues of television viewership habits of the elite panel. On the other hand, Venu Madhav, Director, Nielsen Group, spoke on ‘Unfolding the Product Mix’. He pointed out that competitiveness has increased in metros and even as more competitors can be seen within each product category, the big ‘daddies’ continue to dominate.

One of the trends that is visible in the FMCG space is the increase in the usage of in-store space more effectively. Some of the factors that make the key differences for product mixes are pack sizes, price points, promotions and media spends.

Madhav took the audience through different patterns based on the competition and strengths of the players in the space to give indicators of the right kind of mixes. He finally enumerated three groups of advertisers in the market today -- the converters, the consolidators and the specialists.

The converters have lesser rural focus, the focus is shifting to medium packs, they are steering towards premium pricing, their distribution is still in the expansion phase, and they have low media spends and promos. On the other hand, the consolidators have a good spread and plug price points. They have high media spends and high pricing.

Finally, the specialists are the ones that also have lesser rural focus, and are governed by premium pricing, but have high media spends.

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