1. Responding
Effectively to
Consumer Insights
with Enhanced
Branding
Strategies
Darren Choo
Snr Manager, Research & Planning,
Consumer Marketing, StarHub

2. Responding Effectively to Consumer Insights with Enhanced Branding Strategies
• Getting the proper insights
and results will "enable" the
organisation to act upon them
and develop effective
marketing strategies to
develop your brand or
product.
• Applying consumer insights to
branding strategies
• Enhancing marketing plans
through the use of objective
data and consumer insights
• Translating insights into
advertising strategies that
work

3. StarHub Customer Insights Department

4. 3 Tools of Opening the Door to Insights
laddering
expectancy-value models
core/key values

5. …laddering

6. Laddering
Features
Tangible
Benefits
Intangible
Benefits
Core
Needs

7. Laddering
Security
Safe secure environment
where basic physical +
financial needs are met.
Harmony
Having inner sense
of balance +
harmony resulting in
calm approach to living
Control
Love
Reaching out beyond self to
give + receive love from those
one cares about
Having sense of control over
environment + circumstances
so that one can plan for +
live orderly life + achieve
personal goals
Well Being
Freedom
State of positive physical +
mental health resulting in
relaxed enjoyment of life
Living in
that is
which
personal freedom, growth
a context
liberating +
encourages
+ expression
Research International’s Universal Needs

8. Laddering
Individuality
Being self +
having desire to
express self.
Fun
Actively demonstrating
pleasure + enjoyment,
often in a energetic way
Self indulgence
Taking pleasure in the
satisfaction of personal
desires, often at the
purely physical level
Knowledge
Being smart
+ having
natural intelligence to learn
from logic of experience
Tradition
Belief in the
importance of
traditional
practice within one’s culture. Pride in
one’s heritage, belief in meeting one’s
social obligations, preference for status quo
Research International’s Universal Needs

9. Laddering
Belonging
Belonging
to family,
tribe or
social group. Receiving trust
+ acceptance from the group
Respect
Being respected as
individual + recognised
for achievements
Attractiveness
Leadership
Making a positive physical
impression on others. Driven
by need to be admired,
desired, remembered
Demonstrating
leadership,
having power +
ability to control
situations resulting in achievement
+ success
Research International’s Universal Needs

11. Laddering
Core
Need
Knowledge
Respect
Harmony
Self-Indulgence
Control
Save time
Intangible
Benefits
Tangible
Benefits
Feature
Personal
enrichment
Perceived as
trendy /
opinion leader
Greater
enjoyment
Won’t miss
show
Be ahead of
friends
Widen
perspective
Discovery
Science / Health
Make decision
immediately
Being a
“pioneer”
Better movie
experience
Latest
Technology
Better
quality
Can plan
time better
Can see all
channels at the
Ease of
same time
accessing
show time
EPG
Video
Mosaic

12. Laddering (DTV Ad)
More
channels
Newer
Programs
Variety of
Programs
Common topic
with friends
Better
Become a
quality
reference
for others Keeping up
to date
Belonging
Fun /
Personal Self Indulgence
enrichment
Well-being
Convenient
EPG
Knowledge
/ Respect
Harmony
Control /
Freedom
Save time –
make immediate
decision
Video
Mosaic
More
balanced
views
Variety of
Programs

13. Laddering (DTV Ad)
Insight Driven Advertising

14. IDD

15. Laddering (IDD)
Competitor’s
Space
StarHub
• Sense of assurance
• Emotional heartwarming
• Family – orientated
• Fun, light-hearted
• Sense of freedom
control, and harmony
Budget
Call
Chit Chat
Be there for friend
Fun
Fun chats
Call
Friends
IDD
Small talks
Belonging
Love
Call
Family
Freedom
Security
Control
Less worry
about cost /
length of calls
Check
well-being
Harmony
Assure of
well-being
Get updates
Call Back
Serious talks

16. Laddering (IDD Ad)
Insight Driven Advertising

17. Laddering
High ad recall for StarHub’s Insight Driven Ads
Ad recall%
65%
Index
16 0
Index against
11 Telco TVCs 14 0
in 2005 12 0
69%
142
134
10 0
80
60
40
20
0
SH IDD 018 Smart Savings SH Introduces Digital
Cable

18. Laddering
High Effectiveness of StarHub’s Insight Driven Ads
SH IDD 018 Smart Savings
SH Introduces Digital Cable
Index
300
261
241
224
250
208
181
200
185
190
151
150
148
157
135
129
100
50
0
Understandability
Likeability
Index against 11 Telco TVCs in 2005
Attention catching
Believability
Persuasion
Wear out

19. …expectancy
value models

20. Expectancy-value models
Traditional Customer Satisfaction Measurement
Brand A
Brand B
Brand C

21. Expectancy-value models
Measurement from all directions
Brand A
Brand B
Brand C

22. Expectancy-value models
Mapping factors that
influence brand choice
Familiarity (Quality of
Brand Awareness)
PERFORMANCE
Functional
Attributes
BRAND
EQUITY
BRAND
VALUE
AFFINITY
Emotional Attributes
Inertia
PRICE
LOYALTY

23. Expectancy-value models
Tackling factors that
influence brand choice
Familiarity (Quality of
Brand Awareness)
PERFORMANCE
Functional
Attributes
BRAND
EQUITY
BRAND
VALUE
AFFINITY
Emotional Attributes
Inertia
PRICE
LOYALTY

24. Expectancy-value models
Beyond Insights - Inspiration
Information
Insight
Inspiration
Inertia
Data

25. Expectancy-value models
Insight Driven Advertising

26. The StarHub Branding Story

27. Expectancy-value models
When measuring
factors that influence
brand choice….
Familiarity (Quality of
Brand Awareness)
PERFORMANCE
Functional
Attributes
BRAND
EQUITY
BRAND
VALUE
AFFINITY
Emotional Attributes
Inertia
PRICE
LOYALTY

28. G
Functional
d
t.
M
S
er
a
pr
pa
in
g
ge
ag
e
rv
ic
e
m
ck
se
R
oa
er
a
ge
ua
lit
y
Emotional
or
se
m
en
t
bi
lit
y
ig
e
lg
ia
st
ta
n
t
di
ng
tio
ta
Pr
e
ep
Ac
c
En
d
Bo
n
no
va
N
os
In
Tr
us
og
Bi
ra
l li
m
ng
ac
cu
ra
cy
H
er
ita
ge
ya
l ty
S
Lo
oo
ll
q
C
ov
m
er
In
to
ca
rC
ov
do
or
do
o
In
ut
C
us
O
H
ig
h
Expectancy-value models
The Strategy Canvas in 2002
Average Telcos
StarHub was lower for all functional and emotional attributes
StarHub

29. Expectancy-value models
StarHub was lower for all the
current functional and emotional
attributes
StarHub was the smallest telco

30. Expectancy-value models
Beyond Insights - Inspiration
Data
Information
Insight
Inspiration

31. Full Range of
Services
Enjoy Bundled
Discounts
Brand for
successful people
Endorsement
Acceptability
Prestige
Nostalgia
Bonding
Innovation
Trust
Heritage
Billing accuracy
Loyalty program
Good SMS
package
Customer service
Int. Roaming
Indoor Coverage
Outdoor
Coverage
High call quality
Expectancy-value models
Looking across market boundary;
create a new market space and create new values
Birth of Hubbing Strategy
Average Telcos
StarHub

32. Expectancy-value models
• The Strategy
– Positioning away from
mobile industry (where
StarHub was the smallest
player) to enforcomms –
entertainment, information
and communication industry
(which StarHub becomes
the biggest player!)

33. Expectancy-value models
Familiarity (Quality of
Brand Awareness)
Also, Emotional attributes are
becoming more important
PERFORMANCE
Functional
Attributes
BRAND
EQUITY
BRAND
VALUE
AFFINITY
Emotional Attributes
Inertia
PRICE
LOYALTY

34. Expectancy-value models
Ad Objectives
– Create an “all under one
roof”, big company feel,
enforcomms positioning
– Position away from
functional attributes to
emotional attributes
targeting at all the major
core needs of human beings

35. Hubbing Strategy
Love
Fun
Tradition
Security
Knowledge
Well
being
Harmony
Freedom
Leadership
Control
Belonging
Individuality
Respect
Attractiveness
Self Indulgence
Insight Driven Advertising

36. (3) Expectancy-value models
Familiarity (Quality of
Brand Awareness)
Measuring the results of the
campaign…
PERFORMANCE
Functional
Attributes
BRAND
EQUITY
BRAND
VALUE
AFFINITY
Emotional Attributes
Inertia
PRICE
LOYALTY

37. …core/key values
Getting the proper insights and
results to "enable" the
organisation to act upon them
and develop effective strategies
to develop your brand or
product experience

38. Core/ Key Values
•
works from the premise that, if left to their own devices,
customers will talk most about the things that are most
important to them.
“You should not be
limited by number of
service counters –
have wireless
counter.”
What do you expect from
a world class provider of
infocomm services?
“Hub village – one stop
shop – show me all of
your services, someone
to help me learn about
new technology.”

39. Core/ Key Values
Customers
Employees
Top Performers
Branded
Customer
Experience
Key Stake
Holders

40. Core/ Key Values
PEOPLE
What do you expect from
a world class provider of
infocomm services?
PROCESS
How does StarHub
perform?
PRODUCT
PHYSICAL
ENVIRONMENT
What can we do to
improve?

41. Core/ Key Values
“It’s not just about advertising, it’s about delivery”
There is a disconnect between consumers’ ranking of what leads to an excellent customer
experience and where companies focus their investment.
Where companies focus
their customer
experience efforts
Importance/Focus
High
Consumers’
perception of
what influences
an excellent
experience
Low
Product
Features
Price Policies Convenience
Company’s
Response Ads
Delivery
and
and
Employees
to
of
Procedures
Problem Promos (service)
Product
or
or
Request
Service
Customer Experience Attributes
Source: Forum Survey

42. Core/ Key Values
Leadership
Performance
Standards
Learning and
Development
Measurement
Communication
Branded
Customer
Experience™
HR
Systems
Process
Improvement
Organisational
Structure
Information
Technology
Product
Development

43. Core/ Key Values
Walk the Talk
Leadership

44. Core/ Key Values
Leadership
Performance
Standards
Learning and
Development
Measurement
Communication
Branded
Customer
Experience™
HR
Systems
Process
Improvement
Organisational
Structure
Information
Technology
Product
Development

45. Core/ Key Values
Process
Improvement

46. Core/ Key Values
Leadership
Performance
Standards
Learning and
Development
Measurement
Communication
Branded
Customer
Experience™
HR
Systems
Process
Improvement
Organisational
Structure
Information
Technology
Product
Development

47. Core/ Key Values
Template reduction from
over 200 to 37
Communication
Messages now
more
consistent

48. Core/ Key Values
Leadership
Performance
Standards
Learning and
Development
Measurement
Communication
Branded
Customer
Experience™
HR
Systems
Process
Improvement
Organisational
Structure
Information
Technology
Product
Development

49. Core/ Key Values
Measurement

50. Core/ Key Values
Revenue/
Market Share/
Share Price
Cost
Customer
Satisfaction
Employee
Satisfaction

51. Thanks!