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CPG Over view
Media listening and learning solutions for the Consumer Packaged Goods industry In the Consumer Packaged Goods (CPG) industry, a new era where media activity and consumer sentiments are unveiling at a rapid pace. The driver of this revolution is the sea change in technology that has enabled individuals as consumers and as businesses to actively take part in social sharing. Also, the fundamental consumer buying behavior has changed. Before buying, consumers are researching about them on the Internet. Sharing of product reviews is rampant in many product categories, and the consumer today is better informed before making a purchase. The point that is ever clear is that technology has enabled a fundamental power shift from the brand to the consumer. This means choices will be made by consumers, when they want it, where they want it, and listen to whoever they want to. At Genpact, we help clients in the CPG industry listen and learn from a dynamic media environment. For marketers and communication professionals, we provide three key services that assist them in strategic and tactical decisions throughout the brand life cycle. Media Monitoring
Help clients stay better informed on what is being said about their brands, company, competition, and industry at large
Media Measurement
Provide comprehensive metrics that indicate efficacy of PR programs and associated RoI
Social Media Research
Actionable insights into trends in different product categories, market and opportunity assessment, positioning and segmentation, pre-and post-launch tracking, and online influencers
Our services are based on a source-agnostic approach, covering multiple media types with a multi-lingual regional/global focus, driven by an optimum mix of technology tools and human analytics. This ability has enabled us to support the unique needs of clients, delivering the true value of a listening services partner.
Media Monitoring Genpact helps clients monitor the efficacy of their PR efforts and communication programs. We provide 24X7 global, multi-lingual monitoring, bringing insights and feedback about business, competitors, and any other events of interest. We cover traditional, broadcast and social media resulting in a comprehensive, time-sensitive analysis of media coverage.
Media Measurement Genpact, as a third party, offers a neutral assessment of the media impact and reputation helping in not only justifying PR investments but also shaping PR and communications programs, leading to a better RoI. Our media measurement and audit approach is based on proprietary frameworks, and provides insights on the following. • Event Analysis • Pre and Post Analysis
Top 5 Social Media Applications Some of the social media applications offered by Genpact for the CPG industry are: Social Media Applications
Description
Mom Index for Purchase Intention
A periodic index to determine purchase intention of moms for a given product category and associated brands
Communities of Interest
Identify top interest areas of target segment and online communities where they engaged in for intelligent and focused targeting
Brand Tracking
A robust framework that can be customized to deliver continuous brand insights on multiple parametersAwareness, perception, sentiments and consideration of a brand
• Prominence • Share of Voice • Overall Trends • Key Themes • Variations across Divisions • Rule-based Alerts • Key Influencers • Volume Trends • Product-wise Analysis • Channel Breakout
Category Exploration
Identify white spaces in a category and possible new opportunities
Negativity Alerts
Track online conversations to manage emerging crisis and evolving negativity sentiment proactively
• Tonality/Sentiment • Tonality by Theme/Sub-Theme • Impact/Efficacy Score Metrics • Message Congruence
Social Media Research Genpact is a leader in applying social media-led insights for smart decisions. We provide several game-changing applications tailored for product/brand managers, competitive intelligence professionals, and market researchers. We guide our clients in applying social media listening and learning for:
Consumer Insights
• Mom Index • Consumer Segmentation • Communities of Interest
Brand Insights
• • • •
Category Insights
Why Genpact? Top reasons: We provide human-enabled filtering that provides superior metrics Drive best-in-class content aggregation through a source-agnostic approach. We use proprietary tools (MediaInteractive) and other licensed tools for comprehensive content aggregation Accurate tagging of conversations by relevance, content, sentiment and context using human intelligence interfaced with best-in-class technology Multilingual analysis using a hybrid approach of translation tools, combined with in-house as well as an on-demand partner pool of language experts Listed by Forrester Research as a Listening Services Partner in its 2011 Listening Landscape Platform Report
Brand Tracker Event Analysis Hypothesis Testing Negativity Alerts
• Category Exploration • Innovation
About Genpact
For More Information, Contact:
Genpact Limited (NYSE:G), a global leader in business process management and technology services, leverages the power of smarter processes, smarter analytics and smarter technology to help its clients drive intelligence across the enterprise. Genpact’s Smart Enterprise Processes (SEPSM) framework, its unique science of process combined with deep domain expertise in multiple industry verticals, leads to superior business outcomes. Genpact’s Smart Decision Services deliver valuable business insights to its clients through targeted analytics, reengineering expertise, and advanced risk management. Making technology more intelligent by embedding it with process and data insights, Genpact also offers a wide variety of technology solutions for better business outcomes.
Arun Swamy Vice President Research & Media Services
[email protected]
For more information, visit www.genpact.com. Follow Genpact on Twitter, Facebook and LinkedIn. Copyright © Genpact 2012. All Rights Reserved.
