Case study : Cars in Italy

The following lines illustrate the use of the 3BI Monitoring solution. For the purpose of this case study, fake data have been loaded in our database, they do not in any way represent the reality.

The data have been generated to cover the sales and consumer usage/satisfaction of cars in Italy from January 2002 to December 2006. It includes 48'000 respondents with about 2'016'000 responses, including the calculated variables. Click here to see the list of variables used in the system.

By tracking the yearly trend of the main car brand share with 3BI monitoring, it has been clearly noticed that the Alfa Romeo brand share declined in Italy in 2006 compared to its competitors.

See the Main car brand share Report.

This constant declining trend for Alfa Romeo seems to have started in April / May 2006. In the same period, Lancia and Opel were gaining share of markets.

See the Main car brand share Report (From April 2006).

By a simple monitoring of Alfa Romeo as previous main car brand and looking at the actual main brands, it was easy to identify that it was Lancia who was gaining shares from Alfa Romeo.

See the Main car brand / Previous main car brand share Report.

In parallel, the yearly trend of the secondary car brand share remained constant for Alfa Romeo in 2006.

See the Yearly secondary brand share Report.

To discover the reason why Alfa Romeo's main car brand share was declining in 2006 to the profit of Lancia, the analyst started to make a socio-demographic analysis in 3BI monitoring. The Alfa Romeo driver's representative profile is middle class men in the 35-44 age groups, leaving in the central region of Italy.

See the Socio-demographic profile by main car by

• Gender/Age group
• Social class
• Region

Working with 3BI monitoring, the analyst was also able to track the satisfaction rate of these typical Alfa Romeo drivers.
The analyst discovered that these drivers (middle class men from 35-44 of age) were neither satisfied with the Alfa Romeo brand nor with the Alfa Romeo service since 2005.

See the Car satisfaction of Alfa Romeo and Service satisfaction of Alpha Romeo.

In comparison, Lancia maintained a high satisfaction rate with regards to the brand and service.

See the Car satisfaction of Lancia and Service satisfaction of Lancia.

The analyst then analysed the reasons for this dissatisfaction with Alfa Romeo brand and service. He found out that the main reason for dissatisfaction since 2005 was because of high gas consumption.

See the Reason of dissatisfaction by Socio-demographic Profile.