Maspex Wadowice Group analyzes online brand image with SAS® Text Miner
Maspex Wadowice Group is a dominant player among food and beverage manufacturers in Central and Eastern Europe. To grow its competitive advantage, the company wanted to find out what consumers were saying online about one of its products. Working with consulting firm SpotlightResearch – which in turn used SAS Text Miner to evaluate social media communications – Maspex was pleased with the findings.
“We needed technology that would enable us to quickly analyze Web data from various angles, test various types of concepts and hypotheses, and focus more on evaluation and conclusions rather than collecting and compiling data alone,” says Przemek Marciniak, Research Director at SpotlightResearch. “We used SAS Text Miner to analyze brand sentiment and how it had changed since 2003. And with SAS’ ability to analyze social media, we identified structural tensions and ways to overcome them through innovation.”
Maspex's juices, nectars and beverages lead the market in Poland, Czech Republic and Slovakia and are popular throughout Hungary, Romania and Bulgaria. Its instant products – coffee, cappuccino, cocoa, instant teas and creamers – are equally popular throughout the region, while its pasta remains a favorite among shoppers throughout Poland and Romania.
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Maspex Wadowice Group
Analyze social media channels to monitor a product's brand image and see how it compares with its general perception in the market.
Maspex gained a competitive advantage through better consumer insights, resulting in more effective and efficient marketing efforts.
“"This will allow us to plan and implement our marketing and communications activities more effectively, in particular those using a Web-based channel."”