Our offer includes a full portfolio of specialized research products assisting product management at each stage of its market life.

 

 

 

Sounding out the market, preparing product for the market

 

At initial stages of a brand's market entry we carry out broad, comprehensive research to understand the market as it is, the market environment and surroundings, competition, consumer behavior, typical manners of product use, etc.

 

After the market had been sounded out and the company is preparing to launch a new model, it is necessary to carry out a set of tests to optimize the marketing mix. The main test used for new consumer durables launches, including cars, is Clinic Test. Such studies uncover the opinions of potential users about the product in question , and provide pointers as to potential buyers' segmentation and product positioning. Pentor Automotive has run Clinic Tests preceding launches of over a dozen models. We recommend to use, in parallel to the Clinic Test, studies directed at offer optimization (Adaptive Conjoint), as well as studies of the "non-metal" offer (loans, insurance, warranty).

 

Before the cars hit the sales floor it is indispensable to design a precisely targeted advertising and promotion campaign. In order to fine-tune an advertising campaign, and to find the best uses for the advertising budget, we use both qualitative techniques and quantitative. Starting with creative discussion group which evaluate ideas for advertising, or helping in generating ideas for advertising, and ending with concept tests and pre-tests with the CAPI method, which uses conjoint analysis to optimize the communication.

 

Sales and advertising

 

A successful launch is being half way there. The second half is constant monitoring of sales data and modifying the offer as to better fit with current demand from consumers.

 

From a producer's POV it is indispensable to understand one's customers. Who actually buys our cars? Data from dealer salons is not enough to answer this question. In order to make the offer more specific socio-demographic are also needed. Pentor has several products which serve to identify, with high degree of precision, target groups, and the Psychographic Consumer Profile of a given brand.

 

Selling cars is a long-term process and every taken marketing, promotion and advertising action affects general perception of the brand in general and model in particular. The introduction of a new model also has bearing on the imagery of the brand. In order to check how do consumers perceive a brand we suggest comprehensive brand imagery and identity studies P'BIS and the brand equity study - Equity Engine.

 

Advertising and promotion accompany a car throughout its market life. Naturally, some seasonal swings in advertising intensity are noted. Pentor offers a broad range of products to stud advertising, including advertising effectiveness - Trace and advertising communication effectiveness - Pentestor.

 

The main share of profits is generated by post-sale service. For many years consumer expectations as to the quality of such service have been growing. Providian an adequately high standard of customer service and introduction of new services will ensure high customer satisfaction and standout amongst the competition. To this end Pentor Automotive recommends monitoring satisfaction levels with services provided both by dealers and workshops. In order to reliably measure satisfaction with a product or service Pentor uses a standardized tool CSS (Customer Satisfaction Study). We also have a product for quality of direct service (mystery shopping), which is strongly recommended for studying the quality of service given by staff at dealer salons and workshops.

 

Pentor Automotive is always ready to react to any marketing problem with adverse effects for out clients. On the car market it would be a drop in sales, or lack of visible effects of a promotion campaign. The main point in such circumstances is to pinpoint the cause of the problem and to establish consumer expectations/ preferences as to the offer. For this we have a tool using advanced calculus models Adaptive Conjoint which identifies optimal pricing. For cars this might apply to such attributes like equipment, color or form of finishing the car.

 

Pentor Automotive strives to quickly react to expectations and serve with reliable advice. Through use of standardized research products and ad-hoc, specifically mission tailored projects, we can study and explain even the most intricate of marketing issues.