TNS
Norms Surveys More Than 300,000 Regional Consumers And Shows
Marketers Need To Re-Visit Campaign Strategy
Dubai,
UAE April 2014:
A newly-published benchmark programme from TNS reveals that most
business categories in the region are made up of three dominant
brands.
According
to Steve Hamilton-Clark, CEO, TNS MENA, the TNS Norms research shows
that there is generally a market leader and two challengers present,
each vying for the largest chunk of market share.
He
said the Norms programme is ‘unique to TNS’ and cited a recent
delve into the FMCG sector that places 75 per cent of market share in
the hands of a trio.
“Our
‘Brand Health’ Norms programme has unearthed what we are calling
‘The
Rule of Three’.
This is when consistent patterns of ‘market share inequality’ are
present, often with three brands taking three quarters of the
market,” Hamilton-Clark said. TNS is one of the world’s largest
custom market research organisations.
He
confirmed that the Norms findings come from a strong base comprising
more than 300,000 consumers conversations, region-wide.
“We
have gathered ample insight enabling us to model key behavioural and
attitudinal metrics upon which marketing strategies can be based,”
explained Hamilton-Clark.
He
observed that in the main consumers are resource-poor,
information-starved, energy-optimising decision makers who decide on
their perceived best course of action by taking mental shortcuts.
“The
emergence of market share inequalities with market leaders taking
more than their fair share seems to indicate that marketers must work
differently to get the message right. They must ensure that the
message is relevant, timely and present at the right point on the
consumer’s path to purchase,” Hamilton-Clark concluded.
TNS
MENA’s unique syndicated programme, ‘TNS Brand Health Tracking
Norms’, reflects actual consumer decision-making, with specific
focus on Middle Eastern brands. The benchmark spans more than 120
brands, including 45+ FMCG, durable and financial categories across
the GCC region.
