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SYNDICATE IT.
By Ria
Salvaņa
In today's fierce war for
market dominance, decision makers in multinationals as well as upstarts
are burdened with the pressure to strengthen their brands and develop
intimacy with consumer while keeping costs low and margins high. While
winning is a shared goal, it is common for proponents of marketing and
finance to be at odds when it comes to the topic of marketing research.
How does the marketer convince the financier that marketing research is a must have? On the other hand, in what ways can the
financier ensure that the company's limited resources are
maximized, especially by marketing? Multinationals with
well-established protocols (and budgets) that inevitably include
marketing research at several levels had it relatively easy compared to
medium and small size businesses. How do we even the playing field in
terms of marketing intelligence? How do we lower the cost of research
without compromising its quality? Simple. Share
the cost with other players. Syndicate it.
True. Sharing information is a
step behind the ideal of having exclusive information, but in the end of
the day, it's what each player does with the
information that would spell success or failure. What the shared
information does is raise the level of the game. And
when used by small and medium players, a syndicated study can be the
first step in closing the gap with the big fish.
Recently, our firm conducted a
syndicated usage, attitude and image (UAI) study on fast food chains and
specialty restaurants in Metro Manila
(Project SYNFOOD). Needless to say, Jollibee
and McDonald's are our big fish. Here's a look see on who else is
playing...
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BRAND POPULARITY
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RANK
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BRAND
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%
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.
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RANK
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BRAND
|
%
|
|
1st
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Jollibee
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86
|
11th
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Burger King
|
5
|
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2nd
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McDonald's
|
60
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12th
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Shakey's
|
5
|
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3rd
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KFC
|
25
|
13th
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Tokyo Tokyo
|
3
|
|
4th
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Chowking
|
24
|
13th
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Tropical Hut
|
3
|
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5th
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Greenwich
|
13
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14th
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Texas
|
2
|
|
6th
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Kenny Rogers
|
10
|
15th
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Red Ribbon
|
2
|
|
7th
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Max's
|
9
|
16th
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Gloria Maris
|
1
|
|
8th
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Wendy's
|
8
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16th
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Sbarro
|
1
|
|
9th
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Pizza Hut
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7
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17th
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Food Court (SM)
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1
|
|
10th
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Goldilocks
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6
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17th
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Dunkin Donut
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1
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|
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17th
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French Baker
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1
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Notes:
1. The above is an excerpt from
Section 1 of Project "SYNFOOD" June-July 2003 reading, 500
Metro Manila households.
2. The question was "When
you feel like eating out, where do you usually
go?"
The author is the Research
Manager of M&S-Sigma Dos Philippines, Inc. Reactions
to this article may be sent to info@ms-sigmados.com
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