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Introducing South Africa’s most
engaging brands.
Engager™ Benchmark Study - August 2011




                                         1
It’s time to think differently
about the way in which we plan
and evaluate engaging
brand relationships
…is a research tool
to help evaluate the depth and
   drivers of engagement with
                   your brands
How it works




• Engager™ provides a strategic and
  measurement framework for evaluating
  and developing effective engagement.
• It reflects all the new understanding about
  how brands and communications work in
  today’s world.
• It helps you understand how to deepen the
  engagement people have with your brand
  and gives you clear insight, direction and
  strategies to enhance your brand
  relationships and sales.



                                                4
What it looks like




                     There are 9 pillars that contribute
                     to the Brand Engagement
                     framework
                     Incorporating rational, emotional and
                     social building blocks, all critical to
                     contemporary brand engagement.




                                                         5
The EngagerTM pillars




Perceptions of the behaviour of       Familiarity and experience with    Understanding of what
others and whether they are people    the brand; knowledge of products   values the brand stands for
we feel close to                      / services offered




Belief about the truth of what the   Emotional relevance with the        An attitudinal predisposition to
brand says; promise delivery;        brand                               choose the brand among
perceptions of the brand’s                                               competitors
selfishness vs. altruism




Strength of that predisposition      ACTIVE interaction with the           Degree to which the brand is
i.e. propensity to switch to         brand (beyond just buying it)         positively or negatively
another brand for some reason,                                             recommended
or stick with pre-disposition



                                                                                                        6
EngagerTM has been rigorously tested and evaluated



EngagerTM has been benchmarked
extensively:
• Over 300 brands
• From across the UK, US, China, Australia &
  South Africa
• Covering more than 20 categories
• Amongst more than 10,000 people
So far...
 Engager™ has been validated using sophisticated analytics, which have
  proven a strong link between engagement, sales and profitability.
 Engager™ is also significantly related to stock market expectations
  (linking data from the 2009 Forbes Top 2000 company database ) and
  clearly connects strong brand engagement with above average business
  performance.
                                                                          7
The top ten most
engaging brands in each of the
benchmark countries have been
identified so far.
TM
SA Engager
Benchmark Study 2011
1,400 in-home interviews were conducted across 7 major metropolitan
cities in South Africa, during the month of June 2011. The sample was
demographically representative of the metropolitan population.




                                                                        10
The survey included 100 brands that yielded more than 7000 brand
responses across the 9 EngagerTM pillars.




                                                                   11
Top 10 South African Brands
EngagerTM Score
                              Global average = 103




                                               12
How does this compare to the global results?




South Africa         UK                  US                   Australia           China

 Pick 'n Pay   134        Google   122         Ebay     124     Cadbury     124       QQ         118

 Coca-Cola     132    Cadbury      118        Google    122       Coke      117   China Mobile   117

   Clover      127    Amazon       118        Amazon    122      Heinz      116      Nokia       116

    KFC        126         BBC     116    Kraft Foods   120    Woolworths   116      Coke        116

  Shoprite     126    Facebook     116    Microsoft     118      Coles      113     Taobao       115

Woolworths     124        M&S      114    Facebook      117    Campbells    112     Microsoft    113

  Cadbury      123        SONY     113    Coca-Cola     114      Canon      112      Pepsi       112

Handy Andy     123    Microsoft    110        Pepsi     113    McDonalds    111      Baidu       111

   Nokia       123    Olympics     110        Yahoo!    113       Sony      111      Sprite      110

 Standard                                      Dove     112       Lindt     110       KFC        109
               123        Dove     109
   Bank

                                                                                                       13
What makes our Top Brands
so successful at engaging
South Africans?
Three things our top brands all have in common




                Deep brand affinity




                Strong brand advocacy




                Deep-seated brand knowledge and
                understanding


                                                  15
#1 Pick ‘n Pay:
  Understanding what they do really well                                EngagerTM Score: 134


                                 knowledge
                               Knowledge
                              150

           Sensing            130                  Understanding
                                                     understanding

                              110

                               90

Advocacy                       70                           Integrity

                               50




Participation                                           Connection
                                                           connection




                Conviction                   Commitment
                                               commitment
                 conviction


                     Pick 'n Pay      Global norm
                                                                                          16
#2 Coca-Cola:
  Understanding what they do really well



                                  Knowledge
                                 150
         sensing
            Sensing              130                Understanding

                                 110

                                  90

   Advocacy
advocacy                          70                          Integrity

                                  50




   Participation                                            connection
                                                            Connection




                    Conviction                Commitment
                   conviction                  commitment

                       Coca-cola        Global norm
                                                                          17
#3 Clover:
   Understanding what they do really well                              EngagerTM Score: 127



                                Knowledge
                               150

            Sensing            130                 Understanding
                                                     understanding

                               110

                                90

 Advocacy
Advocacy                        70                         Integrity

                                50




 Participation                                          Connection
                                                          connection




                 Conviction                 Commitment
                                              commitment
                  conviction


                      Clover         Global norm
                                                                                         18
5 things we have learnt about South
Africans and the way in which they
engage with brands
South African brands dominate the Most Engaging list - 8 out of
the Top 20 are proudly local




                                                                  20
SA brands in the Top 20



                                       134     Relative to all other markets
                                                we have many more local
                                                   brands in our Top 20
                                 127          We are proudly South African
                                             in this sense but we often hide
                                 126          our ‘South African-ness’ in the
                                                pursuit of emulating global
                                124          trends. Our Engager TM results
                                              prove that the opposite is true
                                              - brands that take on a South
                            123                 African mantra are likely to
                                                build greater engagement.
                           121
                                              Take Action: Find ‘ownable’
                                               South African rhetoric that
                          120
                                             talks to a universal emotional
                                                          need.
                          119

                                                                           21
South Africans love shopping




                               22
…and it’s driven by physical stores, relative to the other
benchmark countries where e-commerce is more prevalent

             Pick ‘n Pay         Understanding the customer journey -
             Shoprite                 how different segments make
                                   decisions, the influencers of those
             Woolworths
                                  decisions & drivers of engagement -
                                    is a critical component for future
             Woolworths                           success.
             Coles
                                 Then we can plan where we need to
                                 be and when, with what tools, offers
             Amazon              or experience to engage the shopper
             M&S


             eBay
             Amazon
                                    Take Action: Ensure you are
                                  engaging your shoppers at critical
             Taobao                moments of truth, with the right
                                            influencers.
                                                                         23
Digital doesn’t do it in SA (yet)




                                    24
There are no digital brands in SA Top 10, and only 1 tech brand
makes it… much like Australia


                                                        In SA, most digital brands
                                                             have not yet forged
South Africa       Australia                                relationships beyond
     Nokia     9      Cannon      7                      functional participation –
                                                          limited understanding &
                        Sony      9                         connection with these
                                                         brands is evident across
                                                                  the board.

                                                        Take Action: Tremendous
UK                 US                 China                opportunity for off-line
     Google    1         Ebay     1       QQ        1   brands to utilise the power
                                                          of participation through
  Amazon       3        Google    2      Nokia      3     tech, to enhance brand
                        Amazon    3     Taobao      5
                                                         participation. Brands like
  Facebook     5
                                                           Clover, Handy Andy &
     Sony      7      Microsoft   5     Microsoft   6      Kellogg’s are already
                                                               experimenting.
  Microsoft    8      Facebook    6      Baidu      8

                                                                                  25
We are the only country where banking features amongst the
most engaging brands




                                                             26
Looking at the success of Standard Bank –
  a well-balanced brand footprint                                                    Standard Bank   #10



                                                                                 Standard Bank has
                                 knowledge                                    successfully built a well-
                              Knowledge
                             140                                            rounded brand that engages
                             130
                                                                           consumers effectively – using
           Sensing                                 Understanding              a combination of digital &
                             120
                                                                                 offline engagement
                             110                                             approaches to demonstrate
                             100                                                 customer centricity
                               90
advocacy
Advocacy                                                    Integrity
                                                               integrity
                               80
                               70




Participation                                             Connection




                Conviction
                conviction                   Commitment
                                             commitment


    Standard Bank        FNB        Absa        Nedbank        Capitec
                                                                                                       27
As a house-proud nation, home care is important and reflected in
the brands we engage with




                                                              28
Unilever dominates the product brands in that South Africans
  engage with most…with 4 in the Top 20

                                                                             Although often premium to the
                                 knowledge                                  mainstream alternatives, tried &
                                Knowledge                                trusted brands have truly entrenched
                               140
                                                                          their place in the home – with often
                               130
           Sensing                                 Understanding           very diverse uses, well beyond the
                               120                                        intended. A reflection of the trust &
                               110                                             deeply emotional bond that
                               100                                      consumers from all backgrounds have
                                90                                      with these brands & others like them.
Advocacy                        80                          Integrity
                                                                        Take Action: Increasing active brand
                                70
                                                                        participation through the use of digital
                                                                        apps, will only serve to increase brand
                                                                                     engagement.
                                                                        Tapping into marketing thematics that
Participation                                             Connection          demonstrate concrete goal
                                                                          achievement will further resonate.


                  Conviction                 Commitment
                                             commitment
                  conviction


       Unilever           Omo          Sunlight       Handy Andy
                                                                                                              29
In summary, some of our key learnings have been…



• There’s still value in building provenance and local market nuances into your
  communication – we need to celebrate our unique identity, rather than always
  looking to global trends to shape our thinking


• Even in relatively low involvement categories, brands have the ability to build
  deeply engaging consumer relationships - this can go a long way to driving
  preference, over and above the generic functional deliverables


• Digital brands still have a way to go in building engagement with SA
  consumers – although it is expected that as consumers become more accustomed
  to the digital world through participatory channels from offline brands, this will
  change… and probably in the not too distant future


• 360 degree Shopper marketing is going to become even more important in
  building brand engagement, as the access & choice consumers have expands into
  the online world

                                                                                       30
Looking to the future
Strategic planning & implementation



• EngagerTM stretches well beyond the research realm – enabling thinking
  and planning for brands of the future

• EngagerTM can help us answer strategic questions such as:
  – Where to focus your marketing efforts to achieve the maximum impact
    with your consumers at a rational, emotional and social level
  – What kind of conversations are needed to build and support engaging
    brand relationships
  – How to equip your consumers to positively influence others




                                                                          32
Key questions to be asking yourself…



Are you able to turn emotional
relationships into meaningful ones?



                       With the gap in social dimensions of brand
                      engagement in SA, how will your brand take
                                                advantage of this?




Do you know which barriers to raise to
protect or where to focus your efforts to
grow your brand equity?

                                                                     33
Thank you for your time…
If you would like to know what EngagerTM can do
for your brand, or explore the results of our
benchmark study in more detail, we’d love to chat.

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Engager presentation

  • 1. Introducing South Africa’s most engaging brands. Engager™ Benchmark Study - August 2011 1
  • 2. It’s time to think differently about the way in which we plan and evaluate engaging brand relationships
  • 3. …is a research tool to help evaluate the depth and drivers of engagement with your brands
  • 4. How it works • Engager™ provides a strategic and measurement framework for evaluating and developing effective engagement. • It reflects all the new understanding about how brands and communications work in today’s world. • It helps you understand how to deepen the engagement people have with your brand and gives you clear insight, direction and strategies to enhance your brand relationships and sales. 4
  • 5. What it looks like There are 9 pillars that contribute to the Brand Engagement framework Incorporating rational, emotional and social building blocks, all critical to contemporary brand engagement. 5
  • 6. The EngagerTM pillars Perceptions of the behaviour of Familiarity and experience with Understanding of what others and whether they are people the brand; knowledge of products values the brand stands for we feel close to / services offered Belief about the truth of what the Emotional relevance with the An attitudinal predisposition to brand says; promise delivery; brand choose the brand among perceptions of the brand’s competitors selfishness vs. altruism Strength of that predisposition ACTIVE interaction with the Degree to which the brand is i.e. propensity to switch to brand (beyond just buying it) positively or negatively another brand for some reason, recommended or stick with pre-disposition 6
  • 7. EngagerTM has been rigorously tested and evaluated EngagerTM has been benchmarked extensively: • Over 300 brands • From across the UK, US, China, Australia & South Africa • Covering more than 20 categories • Amongst more than 10,000 people So far...  Engager™ has been validated using sophisticated analytics, which have proven a strong link between engagement, sales and profitability.  Engager™ is also significantly related to stock market expectations (linking data from the 2009 Forbes Top 2000 company database ) and clearly connects strong brand engagement with above average business performance. 7
  • 8. The top ten most engaging brands in each of the benchmark countries have been identified so far.
  • 10. 1,400 in-home interviews were conducted across 7 major metropolitan cities in South Africa, during the month of June 2011. The sample was demographically representative of the metropolitan population. 10
  • 11. The survey included 100 brands that yielded more than 7000 brand responses across the 9 EngagerTM pillars. 11
  • 12. Top 10 South African Brands EngagerTM Score Global average = 103 12
  • 13. How does this compare to the global results? South Africa UK US Australia China Pick 'n Pay 134 Google 122 Ebay 124 Cadbury 124 QQ 118 Coca-Cola 132 Cadbury 118 Google 122 Coke 117 China Mobile 117 Clover 127 Amazon 118 Amazon 122 Heinz 116 Nokia 116 KFC 126 BBC 116 Kraft Foods 120 Woolworths 116 Coke 116 Shoprite 126 Facebook 116 Microsoft 118 Coles 113 Taobao 115 Woolworths 124 M&S 114 Facebook 117 Campbells 112 Microsoft 113 Cadbury 123 SONY 113 Coca-Cola 114 Canon 112 Pepsi 112 Handy Andy 123 Microsoft 110 Pepsi 113 McDonalds 111 Baidu 111 Nokia 123 Olympics 110 Yahoo! 113 Sony 111 Sprite 110 Standard Dove 112 Lindt 110 KFC 109 123 Dove 109 Bank 13
  • 14. What makes our Top Brands so successful at engaging South Africans?
  • 15. Three things our top brands all have in common Deep brand affinity Strong brand advocacy Deep-seated brand knowledge and understanding 15
  • 16. #1 Pick ‘n Pay: Understanding what they do really well EngagerTM Score: 134 knowledge Knowledge 150 Sensing 130 Understanding understanding 110 90 Advocacy 70 Integrity 50 Participation Connection connection Conviction Commitment commitment conviction Pick 'n Pay Global norm 16
  • 17. #2 Coca-Cola: Understanding what they do really well Knowledge 150 sensing Sensing 130 Understanding 110 90 Advocacy advocacy 70 Integrity 50 Participation connection Connection Conviction Commitment conviction commitment Coca-cola Global norm 17
  • 18. #3 Clover: Understanding what they do really well EngagerTM Score: 127 Knowledge 150 Sensing 130 Understanding understanding 110 90 Advocacy Advocacy 70 Integrity 50 Participation Connection connection Conviction Commitment commitment conviction Clover Global norm 18
  • 19. 5 things we have learnt about South Africans and the way in which they engage with brands
  • 20. South African brands dominate the Most Engaging list - 8 out of the Top 20 are proudly local 20
  • 21. SA brands in the Top 20 134 Relative to all other markets we have many more local brands in our Top 20 127 We are proudly South African in this sense but we often hide 126 our ‘South African-ness’ in the pursuit of emulating global 124 trends. Our Engager TM results prove that the opposite is true - brands that take on a South 123 African mantra are likely to build greater engagement. 121 Take Action: Find ‘ownable’ South African rhetoric that 120 talks to a universal emotional need. 119 21
  • 22. South Africans love shopping 22
  • 23. …and it’s driven by physical stores, relative to the other benchmark countries where e-commerce is more prevalent Pick ‘n Pay Understanding the customer journey - Shoprite how different segments make decisions, the influencers of those Woolworths decisions & drivers of engagement - is a critical component for future Woolworths success. Coles Then we can plan where we need to be and when, with what tools, offers Amazon or experience to engage the shopper M&S eBay Amazon Take Action: Ensure you are engaging your shoppers at critical Taobao moments of truth, with the right influencers. 23
  • 24. Digital doesn’t do it in SA (yet) 24
  • 25. There are no digital brands in SA Top 10, and only 1 tech brand makes it… much like Australia In SA, most digital brands have not yet forged South Africa Australia relationships beyond Nokia 9 Cannon 7 functional participation – limited understanding & Sony 9 connection with these brands is evident across the board. Take Action: Tremendous UK US China opportunity for off-line Google 1 Ebay 1 QQ 1 brands to utilise the power of participation through Amazon 3 Google 2 Nokia 3 tech, to enhance brand Amazon 3 Taobao 5 participation. Brands like Facebook 5 Clover, Handy Andy & Sony 7 Microsoft 5 Microsoft 6 Kellogg’s are already experimenting. Microsoft 8 Facebook 6 Baidu 8 25
  • 26. We are the only country where banking features amongst the most engaging brands 26
  • 27. Looking at the success of Standard Bank – a well-balanced brand footprint Standard Bank #10 Standard Bank has knowledge successfully built a well- Knowledge 140 rounded brand that engages 130 consumers effectively – using Sensing Understanding a combination of digital & 120 offline engagement 110 approaches to demonstrate 100 customer centricity 90 advocacy Advocacy Integrity integrity 80 70 Participation Connection Conviction conviction Commitment commitment Standard Bank FNB Absa Nedbank Capitec 27
  • 28. As a house-proud nation, home care is important and reflected in the brands we engage with 28
  • 29. Unilever dominates the product brands in that South Africans engage with most…with 4 in the Top 20 Although often premium to the knowledge mainstream alternatives, tried & Knowledge trusted brands have truly entrenched 140 their place in the home – with often 130 Sensing Understanding very diverse uses, well beyond the 120 intended. A reflection of the trust & 110 deeply emotional bond that 100 consumers from all backgrounds have 90 with these brands & others like them. Advocacy 80 Integrity Take Action: Increasing active brand 70 participation through the use of digital apps, will only serve to increase brand engagement. Tapping into marketing thematics that Participation Connection demonstrate concrete goal achievement will further resonate. Conviction Commitment commitment conviction Unilever Omo Sunlight Handy Andy 29
  • 30. In summary, some of our key learnings have been… • There’s still value in building provenance and local market nuances into your communication – we need to celebrate our unique identity, rather than always looking to global trends to shape our thinking • Even in relatively low involvement categories, brands have the ability to build deeply engaging consumer relationships - this can go a long way to driving preference, over and above the generic functional deliverables • Digital brands still have a way to go in building engagement with SA consumers – although it is expected that as consumers become more accustomed to the digital world through participatory channels from offline brands, this will change… and probably in the not too distant future • 360 degree Shopper marketing is going to become even more important in building brand engagement, as the access & choice consumers have expands into the online world 30
  • 31. Looking to the future
  • 32. Strategic planning & implementation • EngagerTM stretches well beyond the research realm – enabling thinking and planning for brands of the future • EngagerTM can help us answer strategic questions such as: – Where to focus your marketing efforts to achieve the maximum impact with your consumers at a rational, emotional and social level – What kind of conversations are needed to build and support engaging brand relationships – How to equip your consumers to positively influence others 32
  • 33. Key questions to be asking yourself… Are you able to turn emotional relationships into meaningful ones? With the gap in social dimensions of brand engagement in SA, how will your brand take advantage of this? Do you know which barriers to raise to protect or where to focus your efforts to grow your brand equity? 33
  • 34. Thank you for your time… If you would like to know what EngagerTM can do for your brand, or explore the results of our benchmark study in more detail, we’d love to chat.