As a tool, PGM is consumer-friendly because of its easily understandable graphical presentations (pyramids) and its posibility of transfering results into the other applications and among users. With PGM you can even get information about profiles of consumers for particular brands – again on the several levels (profile of consumers, who are familiar with the brand, experienced it before or they would choose it or they are already using it, they are its loyal consumers).
The indicators that are shown in the pyramids are:
Recognition: rise of consciusness about brand, advetisement, promotion, differentiation of a brand from the competition
Experience: to generalize experience, POS activities, tasting, price cutting,
Consideration: to buold the needs of consumers, the right choice prices, communication, concept, the right position of a brand on the shelves …
Usage: transformation of consumer's needs into the usage of a brand, cross category, distribution
Primary user: loyalty, category management, category captain, premium position of a brand on the shelves
Beside these indicators PGM offers insight into spontaneous brand awareness, shops where products from specific category are most frequently bought and the frequency of usage for each measured category.
Why did we develop the PGM model?
We live in a period, in which market shares are not the right answer for the success of a brand. They are basically consequences or marketing activity. PGM shows us the segments of consumers: their habits, their lifestyle, their values, how they spend their spare time … Through the PGM tool we are able to show the patterns in profiles and habits of consumers. There are two possible ways to analyse the profile of consumer: when we are interested in identification of consumers' segments (segment is not known), we can describe consumer of the brand or trademark very precisely by giving demograpfical variables , such as : ICT, finances, insurance companies ...) or in case we want to analyse some specific segment of consumer (for example: use of shampoo by women with higher income) and we are familiar with the consumer's profile, we can define it or analyse it by using this tool. These segments can be used later on for to analyse brands or trede groups.
Information is the most important factor by surviving on the market and being successfull. Information about competition, brands, products, markets, consumers … Even that is not enough. Information has to useful and comprehensive, ready for using it.
