Tata – understanding brand health position

Through our proprietary research platform, Delineate Proximity®, we helped Tata Consumer products – International achieve their marketing objectives and understand the impact of the campaign effectiveness on their overall brand health.

The challenge  

With an increase in media investments, and the need to harmonise and improve coverage across core business units, Tata Consumer Products – International wanted to better understand its brand health position and the impact of its new advertising campaign for its 4 brands across three markets (US coffee, UK and CAN Tea).

The solution  

We used the Delineate Proximity® Platform to conduct robust daily sampling across each key market, with regional DMA boosts within USA.

The project focused on both brand health and campaign measurement. The flexibility and robustness of the Delineate Proximity® Platform allows for real-time data collection to better understand the impact advertising has on a brand’s health, considering both short-term impact and long-term brand building.

Data shared via our comprehensive dashboard could be accessed by all key stakeholders in order to gain actionable insights.

Results  

Launching the project before the advertising kicked-off enabled a base line read of current brand health for each brand.

Then being able to provide rolling daily data allowed Tata consumer products – international to quantify the impact of their new advertising campaign(s) on key brand heath metrics, in real-time – seeing brand health increase over-time in line with the campaign and offering opportunities for improvements and adjustments whilst the campaigns were still live.

Additionally within the US, DMA level sampling provided greater regional analysis options in order to better understand the impact of regional advertising, compared to national advertising on the master brand.

Here’s what Tata thought…   

“A straight-talking partner, delivering on client’s needs efficiently. Eager to get the essential basics right; open to experiment with advancements in brand-tracking discipline rather than focused on selling cookie-cutter approaches.”