Research Plan for LEXUS CT200H Launch Performance Evaluation
1, Analytical thinking
●There are 5 dimensions as follow which to evaluate the launch performance for a car
?Sales performance (achieved the goal or not)
?Brand KPI (achieved the goal or not)
?Brand positioning (matched as expected or not)
?Consumer evaluation
?Dealer evaluation
2, Analytical framework
●Sales performance
?Telephone consult quantity achieved the goal or not
?Dealer visit quantity (by area, city, dealer, by day, in the whole launch campaign)
?Deal rate (number of order/number of dealer visit)
?Number of orders (by area, by city)
●Brand KPI
?Brand awareness achieved the goal or not
◆TOM, unaided, aided
◆Whether the gap acceptable with competitors according to the communication
investment
?Brand conversion rate (awareness-understanding-liking-dealer visit intention-purchase
intention)
●Brand positioning
?Among the brand image factors, whether the key ones strong enough (eg, fuel
efficiency, high tech)
?Whether brand image distinctive with competitors
?Whether deliver the USP information effectively
●Consumer evaluation
?Usage evaluation by CT200H owner (early adapter)
?Evaluation by purchase indenter, whether raise up the PI
●Dealer evaluation
?Understand the market response at the sales angle.
3, Research design
●Objective (Quanti+Quali)
?Quanti
◆Quantitatively check the product and brand performance achievement, including
●Brand KPI
●Brand positioning
●Consumer evaluation
?Quali
◆Study the real target consumer of CT200H (profile, needs, lifestyle)
◆Study the evaluation by the owners and the reason (insight)
◆Study the consideration of purchase indenters, the driver and barrier of choice
◆Study the evaluation and expectation of dealers
●Target
?CT200H owners
?Purchase intentors (including consider but didn’t choose, inventors who have not made
decision, inventors who have ordered)
?Dealer
●Methodology (per city)
?Quali
◆ 2 groups of FGD (one for owner and orderer, one for purchase intentor)
◆ 2 groups of IDI (home visit, one for owner, one for purchase intentor)
?Quanti
◆Face 2 Face interview (180 samples), 60 who consider but didn’t chose, 60
intentors who have not made decision, 60 who have ordered/taken the cars)
●Location: 4 cities
?Beijing, Shanghai, Guangzhou, Chengdu
●Timeline: around 11 weeks in total
?Preparation 1.5 weeks
?Fieldwork for quali: 2 weeks
?Preparation for quanti: 1 week
?Fieldwork for quanti: 3 weeks
?Analysis report: 3 weeks