TNS provides insights for growth through analysis on Brand Equity and Brand Commitment. Netherland case history about Headhache Remedies is taken from an international analysis, "TNS The commitment economy", led in 17 countries and 8 different categories. For further info, please contact Gabriella Bergaglio - TNS Italia Marketing Manager - @:gabriella.bergaglio@tnsglobal.com

1. The Commitment Economy
A case study of Headache Remedies in Netherlands
Case study - Headache Remedies in Netherlands
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2. Headache Remedies (Netherlands)
Case study - Headache Remedies in Netherlands
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3. The market is dominated by house brands/ private labels
that sell based on the actual ingredients (paracetamol,
ibuprofen etc.)
Overview
Kruidvat huismerk paracetamol
Kruidvat has 37.3% market share,
huismerk followed by Kruidvat huismerk
paracetamol ibuprofen (16.4%) and Etos
37.3% huismerk paracetomol (7.3%)
Kruidvat Etos Other Other Nurofen Finimal Advil DA huismerk Aspirin Trekpleister
huismerk huismerk private 5.2% 3.8% 3.4% 3.3% paracetamol 2.7% huismerk
ibuprofen paracetamol label / 2.9% paracetamol
16.4% 7.3% Shop's own 2.5%
brand
6.1%
Your business Other brand's current market share
Growth
map n.n. 422 [weighted]
799 [weighted]
Case study - Headache Remedies in Netherlands
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4. Branded headache remedies have an opportunity to grow,
gaining as much as $7m (or 6% of the total market) from
the more generic house brands that dominate the market
Comparison between Commitment and Market Share
Kruidvat The difference between Kruidvat
huismerk
paracetamol huismerk paracetamol’s estimated
37.3% market share (37.3%) and its Power
-7.0% in the Mind is -7.0% implying a
potential share loss of this amount The gap between the market
leader’s mind and market presents a
potential opportunity for branded
headache remedies to gain share
Advil Nurofen Panadol Aspro Voltaren
3.3% 3.8% 1.9% 1.7% 0.6%
+2.6% +2.0% +0.4% +0.1% +1.0%
Your business Other brand's current market share Projected market share
Growth n. 799 [weighted]
map n. 422 [weighted]
Case study - Headache Remedies in Netherlands
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5. Kruidvat huismerk paracetamol has the most to lose out of
the generic house brands
Compare Equity Signatures
Advil Nurofen Voltaren Panadol
Net gain/loss: 2.5% Net gain/loss: 1.9% Net gain/loss: 0.8% Net gain/loss: 0.2%
3.0% 3.0%
0.9% 1.0%
0.6% 1.1%
2.9% 2.7%
-0.1%
-0.9%
-0.6% -1.1%
Advil and Nurofen are the branded
headache remedies with the biggest
opportunities
Aspro Etos huismerk paracetamol Kruidvat huismerk ibuprofen Kruidvat huismerk paracetamol
Net gain/loss: -0.0% Net gain/loss: -0.1% Net gain/loss: -2.1% Net gain/loss: -7.0%
3.1% 2.8%
0.6% 1.7%
1.2%
5.7%
11.5%
-0.6% 27.7%
-1.7%
-5.2%
At Risk Steady Opportunity
Growth
map n. 422 [weighted]
Case study - Headache Remedies in Netherlands
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6. Gains will come predominantly from generics/ housebrands
which dominate the market
Potential Market Share Flows
Nurofen Nurofen’s equity gap
3.8%
amounts to 2.0% share.
+2.0%
The potential value of this
gap is $2.4 M.
+0.1 0.0 +0.1 -0.0 +0.0 -0.1
+0.2 -0.1 +0.2 -0.0 Other DA huismerk Aspro
+0.3 -0.0 +0.3 -0.0 0.1% paracetamol -0.1%
Panadol Other
+0.1 -0.4 0.1% 0.0%
Finimal Etos private
Advil 0.3% huismerk label /
-0.3% paracetamol Shop's own
0.3% brand
+0.8 -0.1 0.2%
+0.9 -0.1
Kruidvat
Kruidvat
huismerk
huismerk
ibuprofen
paracetamol
0.7%
Custom filters applied: Gender is Female
Your business Other brand's current market share Projected market share
Growth
map n. 278 [weighted]
n. 422 [weighted]
Case study - Headache Remedies in Netherlands
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7. Gains will come predominantly from generics/ housebrands
which dominate the market
Potential Market Share Flows
Advil Advil’s equity gap
3.3%
amounts to 2.6% share.
+2.6%
The potential value of this
gap is $3.1 M.
+0.1 -0.0 +0.1 -0.0 +0.1 -0.0
+0.1 -0.1 +0.1 -0.0 +0.1 -0.0
+0.2 0.0 Sarixell Aspro
Etos Trekpleister Finimal
Saridon 0.0% 0.1%
+0.4 -0.1 Other huismerk huismerk 0.0%
-0.0%
0.2% paracetamol paracetamol
Nurofen 0.1%
+0.6 -0.0 0.1%
0.3%
Kruidvat
huismerk
ibuprofen
0.6%
+1.2 -0.1
Kruidvat
huismerk
paracetamol
1.1%
Your business Other brand's current market share Projected market share
Growth
map n. 422 [weighted]
Case study - Headache Remedies in Netherlands
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8. Nurofen is currently a small player in this market, but
can increase its share by attracting new users
Equity Signature - Nurofen
Acquisition Share gained from New
Users
2.3%
Nurofen has the potential
Opportunity
to gain 2.3% new users; 3.0%
but needs to guard from
decreased spend by
existing users (-1.1%)
Increase spend from
Existing Users
0.7%
Decreased spend by
Existing Users
-1.1%
At risk
-1.1%
Share lost due to
Defection defections Steady
-0.0% 2.7%
Decrease Increase
Spend Spend
4% Current market share 6% Implicit market share 2% Percent change
n. 799 [weighted]
At Risk Steady Opportunity
Growth
map n. 422 [weighted]
Case study - Headache Remedies in Netherlands
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9. Advil has the opportunity to increase its share by 50% with
the vast majority coming from new users
Equity Signature - Advil Advil has opportunity
Acquisition Share gained from New to gain from both new
Users users (2.2%) as well
2.2% as increased spend
from existing users
Opportunity (0.8%)
3.0%
Increase spend from
Existing Users
0.8%
Decreased spend by
Existing Users
-0.5%
At risk
-0.6%
Share lost due to
Defection defections Steady
-0.0% 2.9%
Decrease Increase
Spend Spend
3% Current market share 6% Implicit market share 3% Percent change
n. 799 [weighted]
At Risk Steady Opportunity
Growth
map n. 422 [weighted]
Case study - Headache Remedies in Netherlands
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10. Fast, reliable and effective are attributes that the branded
products perform better than their share on.
Overview of Brand Imagery (Total)
Your Your
business competitors
Kruidvat
huismerk
paracetamol Nurofen Advil Panadol Voltaren
Attributes based on importance
Brings fast-acting relief 28 6 7 3 1
Provides relief I can count on 32 5 6 2 1
Suitable for regular use 43 3 3 2 1
A safe way to relieve pain 40 4 4 4 1
Has minimal side effects 40 3 2 2 1
A powerful, effective remedy 25 7 6 1 2
Brings long-lasting relief 24 10 7 2 1
A tried and trusted remedy 36 4 4 3 0
Allows me to carry on with my life 33 6 5 3 1
A remedy that has been around for a long time 32 4 1 3 0
Is gentle on my body 44 3 2 4 2
Recommended by healthcare professionals 46 3 2 5 1
Is made by a company or people I trust 21 3 1 6 3
Recommended by family and friends 28 3 14 0 0
Your business Your competitors
Growth
map n. 422 [weighted]
NL-HR-ver20120413
Case study - Headache Remedies in Netherlands
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11. The key to unlocking Nurofen’s growth potential lies in the
minds of consumers, and particularly perceptions around
speed and effectiveness.
Motivations by Grouped Segments - Nurofen
Your
Segments
business
Nurofen Opportunity Steady At risk
Rank - Attributes based on importance
1 Brings fast-acting relief 1 6 1 11 1 39 1 37
2 Provides relief I can count on 2 5 2 9 3 49 4 42
3 Suitable for regular use 3 3 3 7 6 53 7 0
4 A safe way to relieve pain 4 4 6 7 4 55 5 23
5 Has minimal side effects 5 3 7 8 8 65 6 16
6 A powerful, effective remedy 6 7 4 14 5 32 3 55
7 Brings long-lasting relief 7 10 5 13 2 52 2 63
8 A tried and trusted remedy 8 4 8 8 7 44 8 33
9 Allows me to carry on with my life 9 6 9 12 9 97 9 41
10 A remedy that has been around for a long time 10 4 10 6 11 99 12 38
11 Is gentle on my body 11 3 11 3 10 99 11 0
12 Recommended by healthcare professionals 12 3 12 14 12 0 10 9
13 Is made by a company or people I trust 13 3 14 16 14 0 14 0
14 Recommended by family and friends 14 4 13 0 13 0 13 57
1 Attribute ranking relative to brand Difference between rankings
NL-HR-ver20120413
Case study - Headache Remedies in Netherlands
©TNS 2012 11

12. The key to unlocking Advil’s growth potential lies in the
minds of consumers, and particularly perceptions around
reliability and safety.
Motivations by Grouped Segments - Advil
Your
Segments
business
Advil Opportunity Steady At risk
Rank - Attributes based on importance
1 Brings fast-acting relief 1 7 1 20 3 47 2 42
2 Provides relief I can count on 2 6 2 12 1 55 3 21
3 Suitable for regular use 3 3 4 8 4 24 6 16
4 A safe way to relieve pain 4 4 6 8 2 39 5 36
5 Has minimal side effects 5 2 9 7 8 54 7 10
6 A powerful, effective remedy 6 6 5 14 9 54 1 28
7 Brings long-lasting relief 7 7 3 18 5 43 4 27
8 A tried and trusted remedy 8 4 7 11 7 63 13 44
9 Allows me to carry on with my life 9 5 8 14 6 28 8 18
10 A remedy that has been around for a long time 10 1 10 13 13 0 11 0
11 Is gentle on my body 11 2 11 0 11 31 12 42
12 Recommended by healthcare professionals 12 2 14 30 14 0 9 0
13 Is made by a company or people I trust 13 1 13 0 12 0 10 10
14 Recommended by family and friends 14 15 12 26 10 69 14 0
1 Attribute ranking relative to brand Difference between rankings
NL-HR-ver20120413
Case study - Headache Remedies in Netherlands
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13. About TNS Brand Equity Expertise
TNS Brand Equity Expertise provides insights for Growth about Brand
Health, Brand Understanding and new approach for Brand Tracking.
For specific enquiries and further information about case histories or just for
a deeper conversation about insight new opportunities for your brand, please
refer to
Grazia Grassi
Account Director
Brand & Communication Lead
TNS Italia
Cell. +39.335.785.48.69
@: mariagrazia.grassi@tnsglobal.com
Case study - Headache Remedies in Netherlands
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