Dive deep into category understanding

Consumer Insights
A derivative report of

Profile your target audience

Who are they?
Age Gender Education Income Socio-economic class Religion Values Language Urban & Rural Top 10 cities Rest of urban Pakistan Provinces & Sub-Provinces Type of dwelling & Residential Profile

What They Do
Category penetration Top of mind recall Brand used most often Other brands in current use Decision making dynamics Frequency of product consumption

Life Style & Shopping habits

An in-depth study into the Psychographic profiles of the consumers Types of shopping carried out by the consumers Shopping frequency of different consumers Range of outlets for different types of shopping

What makes them tick?

Graphic scan of a day in consumers life with respect to their activities in 24 hours Graphic scan of a day in consumers life with respect to their emotional pattern in 24 hours

Consumer Multimedia Index (CMi) is the birth of Single-source data in Pakistan to measure 360 media reach & frequency, product/Service consumption and audience segmentation. CMi aims at being common currency for marketers, advertisers, media agencies /planners, media owners and other relevant stakeholders. CMi goes one step beyond plain socioeconomic or demographic classification by tapping into the attitudes, lifestyle and values allowing psychographic profiling of the consumers first ever of its kind in Pakistan. A landmark feature of CMi is to be able to offer trend data, since its inception in 2009 CMi has been annually conducted. With a sample of 15000 individuals and its nationwide spread, CMi is offering its fourth data wave in 2012 along with a trend analysis since 2009. In addition to a yearly subscription, Ipsos Pakistan offers CMi Consumers Insights for over 60 product categories and most effective media to reach your target audience. CMi has been commissioned and endorsed by the Pakistan advertisers society (PAS)

How To Reach Them?

TV | Radio | Newspapers | Magazines | Internet |SMS | Outdoor Media | Direct Marketing | Cinema Penetration of Each media vehicle among users and non-users across an Avg. Day & Avg. Week Top 5 titles (channels/publications/sites) within each media vehicle Recency & Frequency of each media vehicles exposure Avg. Time Spend in a day for each media vehicle Program/Section Preferences for TV & Newspapers respectively Heavy-Low Usage Comparison for TV, Radio, Newspapers & Internet Accompaniment & Channel Control while watching TV with Time Breakup Response towards Ads/Commercials

Categories Personal Care

Toothpaste Skincare Cream & Lotion Shampoo Talcum/Prickly Heat Powder Facial Wash/Cleanser Personal Cleansing Soap Sanitary Napkins Hair Removing Creams Mouth Wash Diapers Baby Products Analgesics Male Grooming Hair Color Liquid Hand Wash Shower Gel

Food
Biscuits Juices Mineral Water Ketchup Jams/Jellies/Marmalades Carbonated Soft Drink Tea Noodles Ice Cream Deserts Flavored Milk Salty Snacks Pickles Ghee Cooking Oil Spices Recipes Powdered Milk Liquid Milk Milk Modifier Chocolates Powdered Drinks

HH Care/ Durable
Surface Cleaner Tissue Papers Insecticide Laundry Detergents Powder Laundry Detergents Soap/Bars Mobile Phone Sets TV Refrigerator Microwave Oven Air Conditioner Washing Machine Car Motorcycle

Services
Mobile Service Provider Mobile Phone Sets Mobile Financial Services Internet Service Provider Air Travel Fast Food Restaurants Durables/Home Appliances Car Motorcycle Lubricants Fuel Stations Cigarettes Bank Credit Card

What makes CMi Exclusive?

15000 interviews National representative 10 Key metropolitan cities 40 rest of Urban cities 400 Villages All SECs From A-E1 Age 12 and above Equal gender coverage

Further Information Yasir Masood Afaq Senior Manager Media CT Tel: +92512210815-8 Fax: +92512210817 Cell: +923458550262 Email: yasir.afaq@ipsos.com Ipsos pakistan