get the unfair advantage with millward brown
TRANSCRIPT
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get the unfair
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advantagewith
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Brands
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Meaningfully Different BrandsRichard Stewart
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is the set of associations (ideas, memories and
feelings) in the mind of a consumer.
What isa
brand?KNOWLEDGE
Facts about the brand(an understanding of what
it is, what it’s called,what it looks like)
EMOTIONFeelings,
social values,desirability
EXPERIENCEWhat the brand experience
is/would be like(its benefits, how it is
used or found)
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What makes a brand valuable/strong?
Successful brands build associations that
deliver these commercial benefits
I N C R E A S I N GT H E L I K E L I H O O Dthat a consumer
will buy/consider
I N C R E A S I N GH O W M U C H
consumerswill pay
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Meaningfully different brands,
properly amplified, create
sustainable financial value
growth.
W E K N O W T H A T … .
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Meaningfully different brands…
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E A C H O F T H E S E METRICS A R E C R E AT E D F R O M M E A S U R E S O F H O W M E A N I N G F U L , D I F F E R E N T A N D S A L I E N T B R A N D S A R E .
4x … Have much greater POTENTIAL to gain value share in the future
… Can command a price PREMIUM 13
%
… Have the POWER to capture significantly MORE VOLUME
5x POWER
PREMIUM
POTENTIAL
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Apple: unique personality and tangible product innovation =
differentiation worth paying for 137 248 131
137 158 272
Avr = 100
$246b
MEANINGFUL DIFFERENT SALIENT
Avr = 100
Coca-Cola: first to mind for billions of thirsty people = dominant volume share for
impulse category
$84b
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Salient
DifferentMeaningful
The five key inputs…
Meets Needs
Affinity
Unique
Dynamic
Awareness Intensity
P O W E R P R E M I U M P O T E N T I A L
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Salient
Different
Predisposition is half the story
P R E D I S P O S I T I O N Meaningful
38% 47%
U S A G E
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Activation is hugely important
P R E D I S P O S I T I O N
38% 47%
U S A G E
P R O M O+ 2 %
P R I C E + 4 %
P A C K + 5 % C O M P.
P R O M O- 2 %
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Our Framework of consumer decision making
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T H E M E A N I N G F U L D I F F E R E N T F R A M E W O R K A L L O W S U S T O M A N A G E C O N S U M E R A N D I N M A R K E T D E C I S I O N M A K I N G I N A N E F F E C T I V E , M E A S U R A B L E , R E L E VA N T A N D I M PA C T F U L WAY
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BrandZ™ Strong Brands Portfolio vs. S&P 500 vs MSCI World Index (Apr 2006 - Apr 2015)
102.6%
63.0%
BrandZ™ Strong Brands Portfolio
S&P 500
MSCI World Index
30.3%
The bottom line – Meaningfully Different Salient brands deliver superior financial returns
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Media
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Advertising – luxury or a necessity?
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What happens when you don’t invest in the brand? ......Risk increases
Brands that stop advertising generally lose share!
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Base sales are driven by “brand impact”
CampaignTotal Sales
PerformanceEmotionPopularityDynamismDifferenceValueSalience
Brand Engagement
The Sales Response Effect
The Brand Effect
Strengthens loyalty of existing users and
brings new users into brand
Sustained, longer term
Immediate, short term
Mostly incremental sales to existing users
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How to improve effective Share of Voice?
Campaigns that resonate with the target audience and the most efficient ways to create opportunities to see that creative!
Better creative Effective use of media
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So how integrated campaigns can get the most of your budget?
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INCREASED REACH
CREATIVE SYNERGIES
BET TER COST OF IMPACT
How can multi-media campaigns maximise my marketing ROI?
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Increased Reach
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How did our campaign achieve its reach?
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Reaching the entire target market with TV can be very expensive. Get unique reach using smaller, more targeted media!
TOTAL MAGAZINES
35%
TOTAL ONLINE
18%
TOTAL TV
TOTAL CAMPAIGN 1+ REACH = 75% OF THE TARGET AUDIENCE
68%
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Creative synergies
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Non-Campaign Image Average
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We see a smaller impact on non-campaign image. Again driven primarily through synergies.
Non-campaign Imag...0%
20%
40%
60%
80%
100%
59%
2%
3%
9%5%
4%
6%
7%
36%
33%
Outdoor
TV & Radio
TV & Outdoor
TV
Radio
Press & PR
Campaign Contributions to non-campaign image average - with media breakdown
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Key things to take away
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1. Understand your environment
Know how your campaigns are workingConsider your category dynamics
2. Embrace multi channel campaigns – the benefits outweigh the risks
Smaller media (like digital) have an important role to playThere are different roles for different mediaBear in mind the budget
3. Start with good insight and make sure your idea lives across all creative expressions
Especially look at the consistency of feel
Optimising Integrated Campaigns
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Creative
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Today….1 . I N G R E D I E N T S O F S U C C E S S F U L A D V E R T I S I N G I N A F R I C A …
2 . W H AT W O R K S PA R T I C U L A R LY I N E A S T A F R I C A …
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T h e w o r l d ’ s l e a d i n g c o p y - t e s t i n g & c r e a t i v e d e v e l o p m e n t s o l u t i o n 130,511 TV ads since 1989
6,000 + multi country campaigns2,705 in Africa, spread across SA, Nigeria, Ghana, Kenya,
Tanzania…
LINKTM
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one size fits many?A D T R A N S F E R E N C E A N D A F R I C A
B E Y O N D C U LT U R A L D I F F E R E N C E S
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the reality of a diverse world...
North America
Latin America
Asia
Western Europe
Eastern Europe and Russia
51%
48%
40%
56%58%
43%
Africa and Middle East
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Transference WITHIN geographies
Global Avg 52%
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so what can work in africa…?
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emotional connectfamily, community
sunlight ‘bubbles’
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so what can work in africa…?
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happy optimism
important to show positive images
emotional connect
a sense of fun, of drama
coca-cola ‘crazy for good’
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so what can work in africa…?
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simplicity in messagingfirm focus on brand
benefit omo ‘soccer girl’
happy optimismemotional connect
a sense of fun, of drama
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yet transference within africa
is only 43%...why?
43%
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individualityless hierarchical
individuality
there are clear cultural differences within africa
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ghana
nigeria zambia
80 80 60
15 30 35
40 60 40
65 55 50
PDI hierarchy
IDV individuality
MAS masculinity/Aggression
UAI Uncertainty avoidance
authoritycommunityharmonystructure
powerindividualityassertion
tanzania
70
25
40
50
kenya
70
25
60
50
Comfort in ambiguity
communityharmony assertion harmony
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nigeria: pride in recognised success, vibrancy
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strong sense of pride
aspirational imagery, a desire for acknowledged success
vibrancy matters (local music, colour)
mtn ‘nigeria’
Pepsi ‘whizkid’
Etisalat ‘solo’
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ghana: a strong sense of family and community
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geisha ‘bath time’
the importance of family connection and bonding
the product story must be pivotal to the ad – important to clearly communicate the brand benefit
tonality too is important – warm, friendly, fun
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kenya: personal connect and simplicity
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A sense of personal connect (with a touch of humour)
story-telling is important(e.g. narratives like soap operas)
molo milk ‘cows’
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Tanzania: Simplicity, authenticity, comm(unity)
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Coca Cola – A billion fans FWC’
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a simple travel checklist for advertising
• stage of category developmento are the category offerings similar?o does the message differentiate you from competitors?
• brand stature and meaningo is your brand in a similar life stage?o does your brand have the same positioning?
• advertising and media environmento are there differences in media context? (e.g. ad length)o is the advertising context similar?
• cultural response to advertisingo does the consumer insight hold true across these
markets?o do these markets fall into the same advertising
clusters?
mkt 1 mkt 2 mkt 3
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Mobile
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Accessibility
PoorInfrastructur
e
Security
Low desktop /
PCInternet
penetration
LongTurnaround
Times
CulturalBarriers
GovernmentBureaucracy
CHALLENGES OF CONDUCTING MARKET RESEARCH IN EMERGING MARKETS
OUR SOLUTION…
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WHY CONSIDER MOBILE?
• In emerging and growth markets mobile is the main way to go online
• Easily target mobile owners – by their phone type, OS, model and make, and more…
• Typically people respond to survey invites sent via SMS within 15 minutes• Rapid insight with as fast as 24 hour turnaround – knowledge in days, not weeks or
months
• Respondents tend to be more honest doing self completion.
Benefits of mobile surveys
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2. Respondent completes the survey.
3. Incentive is sent.
1. Recruitment (Multi-Pronged)
Max 40 questions will be chunked
ALL OUR STUDIES ARE AVAILABLE
TO VIEW IN REAL TIME
THE TYPICAL SURVEY
4. Respondent is asked to refer a friend (they are passed into our recruitment surveys)5. Quotas are automated to ensure representativeness.6. Data is received & availableto view in real time..
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TANZANIA CASE STUDY – LINK EXPRESS™
Age 16 - 24 35%Age 25 - 34 49%Age 35 - 45 13%Age 45+ 3%
Below - TZS 10,000 5%TZS 10,000 – 40,000 20%TZS 40,001 – 100,000 20%TZS 100,001 – 300,000 20%TZS 300,001 – 500,000 20%TZS 500,000 plus 15%
Launched a survey in Tanzania
Sample Achieved
4 hrs: n=160
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OUR QUALITY CONTROL MEASURES (all automated)
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Approx. 40 questions long, respondents incentivised with airtime.
Approx. 25 questions long, respondents incentivised with airtime.
Approx. 15 questions long, respondents incentivised with airtime.
Survey Example 2Nigeria
Survey Example 1South Africa
Survey Example 3Kenya
OTHER EXAMPLES – ALL OF THE BELOW ARE BASED ON ACTUAL SURVEYS:
Turn Around time is HIGHLY dependent on the sample required
2 days:n=1800
30 mins: n=56
30 mins: n=41
2 hrs:n=250
10 mins: n=93
2 hrs: n=500
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RESEARCH ON RESEARCH
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Nigeria
Brand 1 Brand 2 Brand 3 Brand 4 Brand 1 Brand 2 Brand 3 Brand 4
16%
65%
7%11%
34%
75%
34% 33%
21%
59%
10% 9%
33%
72%
27%
39%
First Mention
Use Nowadays
Mobile
F2FMobile data is comparable to F2F
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Brand 1 Brand 2 Brand 3 Brand 4
98% 100% 99% 99%
71%
92%
78%
63%
Mobile data is often more discriminating and makes more sense
Mobile
F2F
Mobile providers - Awareness
Nigeria
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Mobile closely matches market shareMobile
Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7
2%6%
1% 3%
35%
51%
1%1%5%
0%
7%
39%42%
4%
Laundry category – Bought most often
Market Share
zimbabwe
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Not every study is conducive to run on mobile. Mobile tends to favour higher penetration studies.
Mobile does not support lengthy questioning – our general guideline is 20 questions – however allowing a max of 40.12 Responses per question / Max 2 verbatim questions.
Interlaced sampling is not possible on mobile. However by splitting your questionnaire up this can be done on a level. We are able to sample by Q-LSM
Incentives are important to us, as questionnaire length increases – so does the incentive.
Question Length
Interlaced sampling
Sampling:
Incentivising Respondents
MOBILE GUIDELINES
Mobile Data Collection
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Panel not yet available Low ConfidenceDone before but with challengesConfident but certain aspects not guaranteedSuper Confident - Guaranteed
Please chat to us
Male Female 20 Questions 40 Questions Age 40+ All Cities Database Panels Incentives OverallNigeriaKenyaTanzaniaZambiaBotswanaMozambiqueZimbabweAngolaAlgeriaCote 'D IvoreSouth AfricaEthiopiaGhanaUgandaPakistanEgypt
MOBILE RESEARCH: COVERAGE BY COUNTRY & TARGET
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MB Africa running mobile surveys since 2009
CSS, Link Express , Max Diff, Tracker Deep dives , MDS - Mid to high penetration with a focused question set (max 20 / 40 questions)
We have strict measures in place ensuring that surveys are not abused and media files are not shared.
The platform is flexible, able to link to any API. (one example – able to link to our Client’s systems to automate the invite protocols, targeting respondents straight after a transaction…)
With the ability to collect 1000’s of interviews in a matter of hours, waiting weeks for data is a thing of the past!
Types of studies:
Highest Security measures
Experienced:
Tech is Flexible:
SUMMARY
Mobile Data Collection
FAST!! :
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Any Questions? Contact
Millward Brown Africa & Middle Eastcontact: Charles Fostere. [email protected]. +27 82 554 7654 Millward Brown Sub-Saharan Africa contact: Soumya Saklanie. [email protected]. +233 307 020 406 Millward Brown East Africa contact: Chris Githaigae. [email protected]. +254 20 2120 043/045 contact: Chris Karumbae. [email protected]. +254 20 2120 043/045
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Thank you…A l l o w M i l l w a r d B r o w n t o p a r t n e r w i t h y o u t o h e l p y o u a c h i e v e a
s t r o n g e r c r e a t i v e & R O I f o r y o u r a d s p e n d …
w w w. m i l l w a r d b r o w n . c o m
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