Our Strategic Marketing Model :

At strategic level we assist clients on :

  • The development of the global marketing strategy
  • The development of the global marketing plan
  • Optimal management of product lines through the TURF model (Total Unduplicated Reach and Frequency)
  • The development of strategic brand plans, including the definition of the positioning of each brand, and according to the following process:

At operational level we assist clients on:

  • The development of brand action plans
  • The design of ATL and BTL activities
  • Post-evaluation of ATL and BTL activities
  • Pre-evaluation of media plans proposed by media agencies, before going on air
  • Pre-evaluation of the media plans proposed by media agencies, after going on air.

Introduction to media research

  • The media competencies of Liaison Marketing are based on its General Manager’s personal experience who had been Media Director and Pulse Coordinator at McCann-Erickson West Africa and who followed several high-level seminaries there :
    • Media in Mind,
    • Pulse,
    • Road Map to Effective Advertising,
    • Etc.
  • All Liaison Marketing team had been trained for an optimal use of all these media tools.
  • As Regional Media Director, he had the following responsibilities among others :
    • Buying of HPCI media research for the benefit of the Clients,
    • Their optimal exploitation for media planning,
    • Management of regional media budgets of Client as prestigious as Peugeot, Coca-Cola, Gillette, Nestlé, Unilever,
    • Setting up of a multi-category media monitoring system in 11 countries of West and Central Africa (Ivory Coast, Mali, Benin, Togo, Niger, Burkina, Senegal, Guinea, Cameroon, Gabon, Central Africa Republic).

Media research objectives

  • Evaluate households equipment level in the target countries (audiovisual, electrical and other devices),
  • Analyze the last period audience, their seniority and the coverage of the following media :
    • Radio: all stations broadcasted and listened to in the target countries, whether national, international, commercial or not,
    • Television: all channels broadcasted and viewed in the target countries, whether national, international, commercial or not,
    • Press: all media press (National daily newspapers, national periodical newspapers, local magazines, international magazines distributed in the target countries),
    • Cinema, video-clubs and home video,
    • Outdoor,
    • Internet.

Media data analysis

  • For TV and radio :
    • Analysis in terms of cumulative audience of the day before per medium and per channel or station,
    • Analysis in terms of ¼ H per ¼ H audience,
    • Analysis in terms of ¼ H per ¼ H cost per mille,
    • Analysis in terms of ¼ H per ¼ H cost per GRP,
    • Analysis per day to put in evidence the possible audience differences among the days of the week,
    • Then cumulative analysis on Monday to Friday (i.e.. a gross figure adding Mon + Tue + Wed + etc) and on weekends (Saturday and Sunday),
    • Past 7 Days listenership/viewership per channel or station.
  • For daily newspapers :
    • Analysis in terms of day before readership per newspaper,
    • Analysis in terms of cost per mille per newspaper,
    • Analysis in terms of cost per GRP per newspaper.
  • For periodical newspapers and magazines :
    • Analysis in terms of last period readership per newspaper :
      • – If it is a monthly newspaper, they would have had to have read it in the past 4 weeks,
      • – If it is a weekly newspaper, they would have had to have read it in the past 7 days, etc,
      • – Then we will be getting Average Issue Readership.
    • Analysis in terms of cost per mille per newspaper,
    • Analysis in terms of cost per GRP per newspaper

Analysis using UAA

  • UAA means Unduplicated Audience Analysis,
  • UAA is a technique to maximize the audience reached by combinations of media and commercial breaks while keeping audience duplication to a minimum.

1. Habits, usage and attitudes surveys:

  • Incidence,
  • Usage habits,
  • Purchase behaviour,
  • Brands and products awareness,
  • Brands and products usage,
  • Household penetration,
  • Switching,
  • Brands and products loyalty,
  • Brand disposition,
  • Brand positioning,
  • Advertising awareness,
  • Sources of advertising awareness,
  • Ad recall ad message,
  • Ad perception,
  • Market size estimation.

2. Brand Health Tracking :

Objective: to monitor over time the following brand health indicators:

  • Awareness,
  • Image,
  • Individual penetration,
  • Household penetration,
  • Trial,
  • Regular and occasional consumption,
  • Disposition,
  • Market share,
  • Loyalty,
  • Interest,
  • Recruitment: gain and loss analysis,
  • Advertising awareness,
  • Advertising recall,
  • Source of advertising awareness

3. Category Motivational Segmentation :

  • Objective : to understand consumer segments in the market based on the “category values” or “values driving category consumption and brand choice” and help in estimating the size of each segment and the key characteristics of each segment (psychographics, demographics).
  • The segmentation is done at three levelsas shown below :

4. Products Tests (in hall or in home) :

Objective: for new product/concept development, product re-development or existing products: evaluate their performance as regards to :

  • The likes / dislikes,
  • The taste,
  • The after taste,
  • The sweetness,
  • The color,
  • The odor,
  • The texture,
  • The overall appearance,
  • The overall appreciation,
  • The purchase intent in absolute,
  • The purchase intent at a given price,
  • The spontaneous price,
  • The optimal price,
  • If positive purchase intent establish if it would it be used in addition to or replace their current product.

5. Price Test :

  • To determine the price elasticity,
  • To predict losses or gains in volume in case of increase or reduction of the price of a product,
  • To determine the optimal selling price for a new product,
  • To determine acceptable price range.

6. Portfolio Optimization :

Helps to determine :

  • What is the optimal number of brands that the company should have in the market (and what are these brands)?
  • What is the optimal number of variants by brand that the company should have in the market (and what are these variants)?
  • What is the optimal number of SKU that the company should have on the market (and what are these SKU)?

7. Advertising post-tests and pre-tests

8. Ad hoc researches

  • Concept tests,
  • Creative tests,
  • Post-tests of campaigns,
  • Tests of packaging,
  • Creative sessions to identify a sub-brand name, a symbol, a color code or a descriptor for a brand,
  • Naming test,
  • Test of positioning,
  • Brand image mapping,
  • Ethnography researches


  • For qualitative researches, we combine different projective techniques such as :
    • Emotional narration,
    • Brainstorming,
    • Dreaming awake,
    • Words association,
    • Sentences completion,
    • Open analogies,
    • Free drawing on free sheets of paper,
    • Free drawing on concept-board,
    • Brands party,
    • Brands personification.
    • Collage,
    • Planet of brands.

1. Retail audit, to track over the year the following distribution indicators :

  • Numeric distribution of the products of the category,
  • Weighted distribution,
  • Consumers sales in volume,
  • Consumers sales in value,
  • Share of market volume,
  • Share of market value,
  • Purchase done by the retailers, volumes and values,
  • Share of stock,
  • Rotation rate of the stock,
  • Out of stock rate,
  • Losses in volumes due to OOS,
  • Retail selling price,
  • Presence of POS material,
  • Size of the market.

2. Trade Satisfaction Barometer :

  • Overall objective : help the company to better understand the needs and wants of his trade and distribution partners,
  • Detailed objectives :
    • Measure the performance and the company’s perception by his trade and distribution partners, from the wholesaler to the retailer,
    • Compare the company’s performance against his key competitor and, most importantly, against the benchmark company, perceived as “best in class”,
    • Identify, from the needs and wants of the wholesalers and retailers, the key elements driving their loyalty,
    • Segment the trade and distribution partners based on their level of loyalty, in order to develop a one-to-one relationship management,
    • Identify the improvement areas that can allow the company to reinforce the business relationship with his trade and distribution partners.
  • Objective assess the overall reputation of the company as an economic and social player :
    • Overall reputation of the company, compared to the one of the other companies of the category and the one of the company having the best reputation,
    • Perception of the commercial and social practices of the company,
    • Factors influencing this perception.
  • The Consumer Loyalty Analysis is a marketing tool that helps to measure the level of awareness and usage of your products and services, by your current or potential customers, compared to the competition; 
  • That helps you to build your strategic marketing plan, based on the eventual bottlenecks of your products, from awareness to loyalty, in relation with their importance in your portfolio; 
  • That also helps you to plan and implement ATL and BTL activities across the year, in relation with how the bottlenecks are moving.


The funnel of the Consumer Loyalty Analysis:


Consumer Loyalty Analysis: Illustrations

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