Indiantelevision.com Team

(8 April 2008 4:30 pm)

MUMBAI: Synovate, the market research arm of Aegis Group Plc that generates consumer insights to drive competitive marketing solutions, has launched a new solution called Market Barriers.

Market Barriers, which can be added to clients existing tracking programmes, quantifies the degree to which brand performance is a function of factors beyond brand relationship.

Synovate CEO of brand and communications practice Ged Parton said, "Market barriers such as distribution, pricing and product configuration can have an impact upon the customers brand choice. This system enables marketers to successfully predict the barriers their brand can expect to face, quantify those identified barriers into lost sales, and therefore, develop sustainable strategies that can effectively overcome those barriers and thus optimise sales."

Synovate Brand Lab International director of innovation Jan Hofmeyr said, "For years, marketers have known that people buying their brands is not just a function of how people feel about the brands, but also the extent to which market circumstances might interfere with what they want. Yet no one has done anything about quantifying this systematically until now. Market Barriers is a unique system which continues to reflect our determination to produce innovations that assist marketers because they relate to real-world business outcomes."