Interview with Mondelez on Brand Equity
Автор: Kantar
Загружено: 2025-05-19
Просмотров: 106
Hear from Katya Lopez at Mondelēz as she shares how Kantar's Meaningful Different and Salient framework (MDS) has been instrumental in shaping their strategic plan. Here are some key takeaways:
✔️ Pricing Strategy: In the WACAM (West Andean, Central America and Caribbean region), with its diverse market landscape across 13 countries, precise pricing strategies are essential. The MDS framework maps consumer perceptions and aligns them with pricing strategies and brand premiums, guiding more informed pricing decisions.
✔️ Brand Positioning:
🟣Savory Biscuit Segment: The MDS framework supports with the positioning of each brand in distinct territories to compete effectively without internal overlap.
🟣Oreo: For their most significant sweet biscuit brand, MDS provides insights into positioning across various countries, considering the brand's maturity and specific attributes needed to enhance its market presence.
✔️ Consumer Insights: By analysing preferences and perceptions across different demographic groups, the framework allows for segmentation and strategy design focused on core and growth consumers. The MDS has been used to understanding current mental availability and setting clear future goals.
✔️ Competitive Edge: The MDS framework enables marketers to defend brands against competition by understanding their positioning and strengths relative to competitors.
Kantar’s Meaningful Different and Salient framework (MDS), which measures the value of brand equity in terms of penetration, market share, willingness to pay, and future growth potential, is now fully certified by the Marketing Accountability Standards Board (MASB)
To learn more about Kantar's Meaningful Different and Salient framework: A new standard for brand equity measurement: MASB certifies Kantar’s Meaningful Different and Salient framework - https://www.kantar.com/Inspiration/Br...
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