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Millward Brown Egypt - Meaningfully Different Brands

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We look at the challenges to conducting research in Egypt and how to overcome the barriers to capturing quality data by going mobile. Charles and Praveen discuss the findings of a local study on handsets and share brand equity findings that puts Millward Brown Egypt at the forefront of innovation in market research.
Charles Foster, Managing Director, Millward Brown Africa & Middle East & Praveen Abraham, Country Manager Egypt, Millward Brown

Publicada em: Marketing
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Millward Brown Egypt - Meaningfully Different Brands

  1. 1. MEANINGFULLY DIFFERENT BRANDS Charles Foster – Millward Brown MEA Praveen Abraham – Millward Brown Egypt
  2. 2. is the set of associations (ideas, memories and feelings) in the mind of a consumer. What is a brand? KNOWLEDGE Facts about the brand (an understanding of what it is, what it’s called, what it looks like) EMOTION Feelings, social values, desirability EXPERIENCE What the brand experience is/would be like (its benefits, how it is used or found)
  3. 3. Meaningfully different brands, properly amplified, create sustainable financial value growth. W E K N O W T H A T … .
  4. 4. Salient DifferentMeaningful The five key inputs… Meets Needs Affinity Unique Dynamic Awareness Intensity The MDS approach has inputs which short, quick, & easier to administer Please drag each brand onto the scale to indicate how different they seem to others in the market. You can place more than one brand in each box or leave a box empty. Please place all brands on the scale before continuing.This type of questioning improved the model fit by 16% Further development work through BrandZ: >40 countries, >50,00 brands, >800,000 consumers
  5. 5. MDS derives three key summary metrics of brand equity related specifically to core business objectives P O W E R is a prediction of the brand’s volume share based purely on perception, absent of activation factors. P R E M I U M is the ability of a brand to command a price premium relative to the category average, based purely on perceptions. P O T E N T I A L is the probability that the brand will grow value share based purely on current perceptions. THREE KEY SUMMARY METRICS OF BRAND EQUITY Are consumers predisposed to choose the brand over others? Are consumers predisposed to pay more for the brand? Are consumers predisposed to stick with the brand in future or try it?
  6. 6. Meaningfully different brands… 7 E A C H O F T H E S E M E T R I C S A R E C R E A T 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 . … Have much greater POTENTIAL to gain value share in the future … Can command a price PREMIUM … Have the POWER to capture significantly MORE VOLUME POWER PREMIUM POTENTIAL
  7. 7. Apple: unique personality and tangible product innovation = differentiation worth paying for 137 248 131 137 158 272 Avr = 100 $147b MEANINGFUL DIFFERENT SALIENT Avr = 100 Coca-Cola: first to mind for billions of thirsty people = dominant volume share for impulse category $80b
  8. 8. 10 Great metrics, derived from simple, short questionnaires, need smart data capturing techniques
  9. 9. Mobile interviewing is the fastest growing methodology in the world, because… 11 Consumers busier Less accessible housing Poorer quality ‘traditional’ data Demand for faster feedback
  10. 10. Why consider mobile surveys? 12 ACTUALLY THE REAL QUESTION SHOULD BE WHY NOT? 1.91 BILLION 37% GROWTH 15% OFWEB smartphones users by the end of 2015 – overtaking laptops and PCs* in the number of global 3G subscribers in the past year** traffic comes via mobile – more than double last year; Mobile traffic share already over 50% in India and China*** *Source: e.Marketer Global report June 2014 **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12
  11. 11. Mobile Internet 13
  12. 12. Mobile Internet 14
  13. 13. Egypt smartphone growth… 15SOURCE : e-marketer Dec 2014 18.2million usersin2015 Amongtop10ongrowth rate
  14. 14. 16 KEY INSIGHTS WE HAVE SEEN FROM MOBILE DATA
  15. 15. 17 ACCESS TO HIGHER INCOME HOUSEHOLDS MOBILE GIVES US BETTER ACCESS TO HIGHER INCOME HOUSEHOLDS (MORE VALUABLE CUSTOMERS) THAN TRADITIONAL DOOR-TO-DOOR INTERVIEWING CAN
  16. 16. 18 MOBILE DATA MATCHES UP TO MARKET SHARE OVER TIME, MOBILE DATA MATCHES UP TO MARKET REALITY EVEN MORE DUE TO THE ABILITY TO COVER WIDER GEOGRAPHIES NATIONALLY
  17. 17. 19 MORE HONEST FEEDBACKSELF-COMPLETION MODE MEANS THAT RESPONDENTS ARE MORE DISCRIMINATING TOWARDS BRANDS, GIVING US MORE HONEST AND USEFUL FEEDBACK
  18. 18. 20 NOT AN ISSUE CAPTURING OPEN ENDED RESPONSES
  19. 19. 21 SCREEN SIZE DOESN’T MATTER – RESPONSES ARE CONSISTENT
  20. 20. 22 MOBILE SURVEYS GIVE YOU GREAT SHORT TERM ADVANTAGES  Consumers are connected to their mobile phones all the time and find it comfortable and engaging as a communication medium  better interview context  Studies have shown that without interviewers (over)prompting, mobile data is more discriminating between brands and reflect market reality better  better data quality  Speed of data access and deliverables increases significantly.
  21. 21. OUR QUALITY CONTROL MEASURES (all automated)
  22. 22. 24 Brand Equity Study completed via Mobile in Egypt Mobile Phone Brands…
  23. 23. 25 Data quality is impressive on Mobile Data quality is impressive on Mobile
  24. 24. 26 Increased Engagement MOBILE CAPI
  25. 25. SYNCING IS MORE THAN JUST GETTING GREATER FREQUENCY 27 Technology helps getting better coverage for the study & proof of data capture
  26. 26. It helps us zoom in into every location to have the spread of interviews Cairo Alex
  27. 27. Study details – Who & What? 29  Males and Females  Between 15 – 40 Years Old  Currently have an active SIM in Egypt  Samples from Pan Egypt 1. Mobile handset brand equity 2. Mobile internet behavior
  28. 28. Quick Facts 30 88% answered thesurveys using SMARTPHONE 38%ArefromDualSIMphone 46%Answered using a SAMSUNGDevice 3 DAYS To conduct 514 interviews Minutes on average to complete the survey
  29. 29. No environment is 100% mobile-free anymore!! Relaxing 89% Travelling 61% With Friends 55% Watching TV 54% While in bed 50% While Eating 23% In a Store In toilet 13%13%
  30. 30. Handsets or Hand sticks?! 32 89% go online on their phone daily 87%I don’t leave their home without their smart phones I first look into my phone for mails, messages, updates, or calls once I wake up82% Says that they would rather sacrifice TV than Smartphone 86%
  31. 31. HOW CAN ADVERTISERS TAKE ADVANTAGE 35 The challenge for advertisers is to: INTRODUCING THE BRAND PROPELLER
  32. 32. 36 38.3 17 16.7 13.5 6.5 Meaningful 154 Different 127 Salient 149 135 106 168 108 73 88 133 69 87 113 105 80 Take a Guess : Which Brands have higher Power? Identify the propeller of brands.
  33. 33. 37 How does the brand stack up among “Youth”, “Cairo” Youth – 15-25yo Cairo 39% 17% 19% 12% 5% 37% 16% 16% 14% 9% Bought within last 1 year 38% 20% 15% 13% 6%
  34. 34. Being Meaningfully different matters to Egypt customers – a lot for Smart phones Meaningful Salient Different 32% 59% 9% Meaningful Salient Different 55% 30% 15% POWER PREMIUM In mobile handset category POWER or Volume is driven by ‘Meaningful’ However if brands want to charge a PREMIUM, they need to be ‘Different’.
  35. 35. Equity Map of mobile brands 39 iPhone along with Samsung and HTC are the meaningfully different brands ; Microsoft and BB are considered different Samsung iPhone SonyNokia HTC Huawei Other Chinese Brands Blackberry LG G-Tide Microsoft 35 55 75 95 115 135 155 175 31 51 71 91 111 131 151 MEANINGFUL DIFFERENT SIZE OF POINT = SALIENT
  36. 36. What contributes to being Meaningful & Different in smart phone Brands? 40
  37. 37. Image Diagnosis - Marketing Levers We build models for each study which help us identify how image associations group together to drive the components of equity. Emotional Superior Relevance Service Modern Makes me feel empowered Makes me feel always connected Technologically advanced Innovative brand Offers a wide range of products Easy to use Best after sales services Stylish design Meaningful Salient Different 55% 30% 15% POWER
  38. 38. Which attributes should I focus on to drive equity? The emotional factors has the highest importance to be able to see the brand as MEANINGUL and while technical superiority helps the brands to be seen DIFFERENT 31% 22% 18% 12% 17% Meaningful Contribution to Meaningful 22% 30% 18% 15% 15% Different 11% 3% 57% 27% 2% Salient Contribution to SalientContribution to Different Emotional Superior Relevance Service Style
  39. 39. Tapping in to brand’s potential 45
  40. 40. Potential of brands to grow in future POWER POTENTIAL 38.3 17 16.7 13.5 6.5 90 82 56 34 77
  41. 41. Momentum of mobile brands 47 HTC shows high growth potential to its share of equity while Nokia in Cooling off stage… Samsung iPhone Sony Nokia HTC Huawei Other Chinese Brands Blackberry LG G-Tide Microsoft 0 10 20 30 40 50 60 70 80 90 100 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% POTENTIAL POWER % (share) Isyourbrandsetto growinthefuture? Are consumers predisposed to choose you? HotHeating Up Cold Cooling Off HTC is a hot brand (with high power and potential) among high income and older audience and from Cairo MS Lumia is having a very high momentum among lower income and age audience
  42. 42. But the story doesn't ends here … 48 Predisposition doesn’t always translate to action. Distribution and pricing factors often intervene in the pragmatic forms of availability, visibility & affordability – these can be barriers or facilitators to purchase. Brand Predisposition Brand Selection
  43. 43. Hence, its necessary to understand the linkage between Predisposition and Volume… 49 Brand Selection % of market which is CONVERTED to you at the point of purchase (i.e. RISK) % of market which is DIVERTED away from you (i.e OPPURTUNITY) The language is aligned to how you, as marketers, intuitively think about your brand’s performance
  44. 44. Samsung and Nokia are the only brand that gained on its market share with more conversion at POS than others… 50 Power Fulfilled at point of sale Diverted at point of sale Totalshareofclaimedusage Converted at point of sale Power Score 38.3% 17.0% 16.7% 13.5% 6.5% 25.5% 5.3% 4.8% 8.6% 1.7% 20.7% 2.4% 2.9% 20.7% 1.2% 12.8% 11.6% 11.9% 4.9% 4.9% 1 2 3 Net gain/loss +7.9 -9.3 -9.0 +15.8 -4.2 Actual Volume 46.2% 7.7% 7.7% 29.3% 2.3%
  45. 45. 51 Power Fulfilled at point of sale Diverted at point of sale Totalshareofclaimedusage Converted at point of sale Power Score 38.3% 25.5% 5.3% 4.8% 8.6% 1.7% 20.7% 2.4% 2.9% 20.7% 1.2% 12.8% 11.6% 11.9% 4.9% 4.9% 1 2 3 Net gain/loss +7.9 Actual Volume 46.2% 9.13 iPhone Sony Nokia htc others 5.76 6.38 2.18 1. Whom I lost to / gained from? Samsung gained on volume from iPhone, Sony and htc while losing majorly to Nokia (Lumia)
  46. 46. 52 2. Why we gained / lost at POS – Waterfall chart 38.3 46.2 4.2 -2 -2 1.5 3.9 3.1 2.21 -2.6 Power Score Not available Attractive color / design Salesman reco Free applications Bundle offers Not displayed User friendly Price Claimed Volume share Non availability and non display of other pre-disposed brands (iPhone, htc ) made consumers buy Samsung … Attractive color/design (of Lumia) coupled with sales man recommendation on windows platform and price edge made consumers deviate from Samsung …
  47. 47. 53 To Sum up The MDS framework: Digital data-collection Helps you build meaningful brands & grow brand value Holistic in approach, yet can diagnose in detail the barriers & facilitators to brand growth Validated and linked to brands’ financial performance. Consumers are spending more time on digital devices Gives us better access to different consumer profiles Better quality data with realistically short questionnaires
  48. 48. 54 create meaningful IMPACT
  49. 49. For more information contact: Charles Foster – charles.foster@millwardbrown.com Praveen Abraham – praveen.abraham@millwardbrown.com

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