Top Story


Home >> Advertising >> Article

OMD launches Pathway Study in Asia; India focus to allow sharper planning

Font Size   16
OMD launches Pathway Study in Asia; India focus to allow sharper planning

OMD, the media services division of Omnicom, has just completed the fieldwork for its consumer study ‘Pathway Study’ across eight Asian markets, covering China, India, Hong Kong, Singapore, Taiwan, Malaysia, Thailand and the Philippines. The results of the study would be released in early October 2008. OMD India officials are excited about the kind of insights that this study would bring to the table that would allow sharper communication planning.

Every market had its own set of contributions to the survey, and the Indian market had to execute its own fieldwork, and results thereof. According to Jasmin Sohrabji, Managing Director, OMD India, “Pathway will equip our planners to better understand consumer interactions with various channels and touch-points through their path to purchase, and thereby, develop a sharper, consumer-centric communication plan.”

The consumer purchase journey is a series of relationships between the brand and their consumers. The relationships can be understood through various dimensions such as duration, the role of media, and consumer involvement with the product and brand. To better understand this process and relationships by category types, OMD designed Pathway, a study that maps the consumers’ path to the cash register. For some products, the path to purchase could be simple, involving quick decisions such as buying a burger. In others, it could take months if not years to make a decision such as buying a car or a property.

An official communiqué explained, “Pathway promises to offer insights into the marketplace dynamics of a category that will help contextualise communications planning and pinpoint the true role for communications; consumer’s path to purchase in terms of its duration and configuration; the relative influence of 20-plus channels at each stage of the purchase cycle and the level of consumer involvement and more.”

Pathway, which was conducted in 14 countries in Europe and in the US in 2007, showed interesting results on consumer behaviour in these markets. For example, Pathway on the grooming category in Europe showed that European consumers tend not be involved in the grooming category; 21 per cent enjoy shopping for skin care products, whereas 51 per cent enjoy shopping for electronic items.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking