1. Millward Brown
HELPING YOUR BRANDS GROW
1

2. WE ARE
THE WORLD’S
LEADING EXPERT
IN
helping clients
GROW
great brands
2

3. BRAND EQUITY is only ONE of the
ways we create Meaningful Impact
for our clients
3

4. Our Areas of Focus
meaningfully
DIFFERENT
4

5. Our Areas of Expertise – Brand Media & Comms
Brand
Tracking
Digital
CrossMedia
Brand
Strategy
Social
Brand
Valuation
Marketing
Mix ROI
Qualitative
Copy
Testing
Neuroscience
Consulting
Marketing
Science
5

6. Market Leadership and Consulting
ANNUAL DIGITAL
PREDICTIONS
BRAND
VALUE
PERSPECTIVES
SERIES
ENGAGING DISPLAY
CAMPAIGNS
MOST VALUABLE
BRANDS
INSIGHTS
PUBLICATIONS
MEDIA
6

7. 90%
of the world’s
LEADING BRANDS
7

8. Our clients exceed market returns to
shareholders
Millward Brown Top 20* Clients vs. S&P 500
(Jan 2005 - July 2012)
60%
40%
+29%
20%
0%
-20%
-40%
-60%
Jan-05
Jan-06
Jan-07
Jan-08
Jan-09
MB Top 20*
Jan-10
Jan-11
SP500
Source: Bloomberg, Millward Brown, MB Optimor analysis *
Portfolio is re-weighted annually based on top 20 client each year
Jan-12

9. Global Presence (90 offices), Local Expertise
(research over 70 languages)
MENA – Dubai & Cairo (2012), KSA in (Dec’13)
Africa – South Africa, Kenya, Ghana, Nigeria
9

10. Great
metrics,
need great
data
capturing
techniques
10

11. One answer
is mobile
interviewing
11

12. Why consider mobile surveys?
ACTUALLY THE REAL QUESTION SHOULD BE WHY NOT?
1.5
BILLION
37%
GROWTH
15%
OF WEB
12
smartphones and tablets will be installed globally by
mid 2013 – 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: Morgan Stanley Research; **Source: Informa WCIS;
***Source: StatCounter Global Stats, 9/12

13. Nearly 40% of web traffic in KSA comes from a mobile phone
device and not from a desktop
13

14. This is not surprising since KSA ranks third in the world with
over 70% smart phone penetration.
14

15. MOBILE SURVEYS GIVE YOU INCREDIBLE
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
 Pilot 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.
15

16. MOBILE SURVEYS WILL HELP YOU
FUTURE PROOF YOUR INSIGHTS
 Door to door access will get increasingly difficult and expensive due to
rising trend of gated communities where higher income respondents reside
 better representativeness of the sample
 Can integrate exciting possibilities offered by the smartphone platform:
multimedia, geo-location (GPS), passive behaviour monitoring (once the
smartphone penetration is sufficiently high).
16

17. Data quality
is impressive
on Mobile
17

18. KEY INSIGHTS WE HAVE SEEN FROM THE DATA
18

19. ACCESS TO
HIGHER
INCOME
HOUSEHOLDS
MOBILE GIVES US BETTER ACCESS TO HIGHER INCOME HOUSEHOLDS (MORE
19
VALUABLE CUSTOMERS) THAN TRADITIONAL DOOR-TO-DOOR INTERVIEWING CAN

20. MOBILE DATA
MATCHES UP
TO MARKET
SHARE
20
OVER TIME, MOBILE DATA MATCHES UP TO MARKET REALITY EVEN MORE
DUE TO THE ABILITY TO COVER WIDER GEOGRAPHIES NATIONALLY

21. MORE HONEST
FEEDBACK
SELF-COMPLETION MODE MEANS THAT RESPONDENTS
ARE MORE DISCRIMINATING TOWARDS BRANDS,
GIVING US MORE HONEST AND USEFUL FEEDBACK
21

22. NOT AN ISSUE CAPTURING
OPEN ENDED RESPONSES
22

23. SCREEN SIZE
DOESN’T MATTER –
RESPONSES ARE
CONSISTENT
23

24. AS OF NOV 2013, WE HAVE INTERVIEWED 10,000+ CONSUMERS
IN ASIA, AFRICA AND MIDDLE EAST THROUGH THEIR MOBILE.
24

25. Our mobile fieldwork partner is ODR
WITH UP TO 1500 NEW PANELISTS BEING ADDED EACH MONTH
25

26. How does it work? Give it a try
If you have an active data connection, go to your mobile browser and type in the following
URLs in the address line.
Banking example:
https://s.on-device.com/w/e1W
•
•
•
Males and Females
Between 20-50 YO
Currently has an active
bank account in KSA.
26

27. THE TWO KSA STUDIES IN FIGURES
83%
answered
the surveys
using a
smartphone
65%
answered
the surveys
using an Apple
iOS device
9 days
get 1000
completes
11 mins
to complete on
average for
Auto
8 mins
to complete
on average
for Banking
27

28. Brand Equity
Study completed
via Mobile in
KSA
Cars & Banking
28

29. EQUITY OF LEADING CAR
BRANDS
29

30. Take a Guess–
Which Brands have higher Power?
Power
12
30

31. What is driving Toyota’s Power?
People consider the brands that are most
salient – the ones that come to mind
quickest when the need arises.
Salient
Salient
156
156
Meaningful
128
Because people are predisposed to consider
brands when they believe them to be
meaningful. They meet their needs better
than other brands and they appeal to them
more than others.
Power
19.3
Different
88
If a brand seeks to charge a premium, people
will only do so if they believe the brand is
meaningfully different in some way.
Very Salient and Strongly Meaningful overall. Weak perceived difference is its
main weakness as it is the most popular make in the country.

32. Leading car brands in Saudi Arabia
Power
12

33. Power can transform quickly…
25%
20%
15%
2011
2013
10%
5%
0%
Toyata
Ford
Hyundai
Mercedes-Benz
BMW
Over the last couple of years, the brand equity scores of Toyota has come down at the
expense of growth of brands like Ford and Hyundai.
33

34. Changing demographics also impacting power shift:
Younger Saudis lean towards Hyundai and BMW
POWER SCORES
IN 2013
TOTAL
SAMPLE
Toyota
19.3%
Ford
12.1%
Hyundai
12%
Mercedes-Benz
11.8%
BMW
11.1%
Chevrolet
9%
Honda
9%
Nissan
GMC
34
Average
Average
Average
Average
7%
Lower than the average
30-50 YRS
8%
Base:
20-29 YRS
Average
Average
(400)
(236)
Higher than the average
(164)

35. What contributes to being
Meaningful & Different in cars?
35

36. What is driving Meaningful & Difference for cars in
KSA?
Contribution to Meaningful
Proud to drive
Contribution to Difference
Driving
experience
Better to drive
26.6%
Proud to drive
24.2%
Better to drive
Stylish design
17.0%
16.3%
Acceptable price
14.0%
Stylish design
Acceptable price
20.9%
Costs more
Too cheap
3.1%
0.4%
Doesn't meet needs - 12.4%
16.7%
1.7%
Costs more
Too cheap - 1.3%
29.9%
Premium
pricing
Doesn't meet needs - 15.6%
36

37. What drives Power for Cars in KSA?
Costs more
2%
Does not
meet my
needs -5%
Acceptable
price 18%
Stylish 22%
POWER
Proud to
use 28%
Better to
drive 23%
37

38. Power differences across mid range car brands
Average
Endorsement
across category
Better to drive than others in their
class
33%
More stylish and better designed
than others in their class
34%
Would be proud to use
34%
Acceptable price
13%
Does not meet my needs
22%
Costs more than you're prepared
to pay
12%
Too cheap
6%
Toyota
Ford
1%
1%
-8%
-10%
-1%
-2%
-4%
-15%
-6%
13%
-5%
9%
4%
9%
-2%
1%
-1%
Hyundai
-6%
-3%
1%
2%
38

39. Power differences across prestige brands
Average
Endorsement across
category
Mercedes Benz
BMW
Better to drive than others in
their class
33%
31%
More stylish and better designed
than others in their class
34%
29%
Would be proud to use
34%
Acceptable price
13%
-11%
Does not meet my needs
22%
-13%
Costs more than you're prepared
to pay
12%
Too cheap
6%
22%
36%
33%
38%
-10%
-2%
16%
-5%
13%
-1%
39

40. From Power to Volume Share
Tapping in to brand’s potential
40

41. POWER % vs. POTENTIAL
80
Mercedes-Benz
POTENTIAL (Likelihood to gain market share)
70
BMW
60
GMC
Honda
50
Toyota
Ford
Chevrolet
40
Hyundai
Nissan
30
While clocking in impressive sales
nationally, Hyundai’s brand equity has
yet to catch up with its sales volume.
Needs to address weak perceptions
around drive experience to improve the
sense of prestige and pride to counter this
20
10
0
0.0%
41
Momentum for the luxury / premium
brands continue to be strong going forward
in KSA. Superior drive experience and
particularly differentiated designs appeal
to the younger car buyers.
5.0%
10.0%
15.0%
POWER % (current equity share)
Enjoying the lion share of the market
but the path ahead is less clear.
Challenged by the likes of Hyundai on
price point and also seen to be held
back by less differentiated design and
exteriors compared to some of the
newer market entries.
20.0%
25.0%

42. For Toyota, analysis of the barriers & facilitators shows
that a significant part of Toyota market share comes from
conversion of demand from other brands.
OPPORTUNITY LOST
through In-Market
Activation
Volume Share
£
Brand
Predisposition
¥
$
€
The segment that will exit fastest if
they could afford to ‘buy up’. Toyota
should address some perceived
weaknesses around design & drive exp
Pre-disposed to Toyota but didn’t buy the brand
Not pre-disposed (equity) to Toyota but bought anyway
Were pre-disposed (high equity) and bought a Toyota

43. Quick look at the Saudi Banks
43

44. Take a Guess–Which Brands have higher Power?
Al Rajhi

45. Top banks in Saudi Arabia
Al Rajhi
Meaningful
136
Salient
165
Power
35.2
Different
120
•Market leader across all regions.
•Impressive scores on Meaningful and Salient which
are important when choosing banks.
•Overall very strong and positive disposition towards
the bank.
Salient
119
Meaningful
112
Power
17.6
Different
102
•Strong second player overall but held back by
weaker scores in Riyadh.
•Above category average on Meaningful and
Salient but just about average on Difference.

46. Offering emotional assurance is even more important than
offering attractive rates when chasing customers.
What drives Brand Power?
28.3%
Better Customer Service / Feels secure
Better saving rates / Cheaper loans
25.6%
Growing more popular
25.5%
10.7%
Charges acceptable price
Charges more
Doesn't meet my needs
1.1%
- 8.7%
46

47. TO SUM UP….
The MDS framework:
- Helps you build meaningful brands & grown brand value
- Holistic in approach, yet can diagnose in detail the barriers &
facilitators to brand growth
- Validated, forward looking and linked to brands’ financial
performance.
Digital data-collection is already a reality
- Consumers are spending more time on digital devices
- Gives us better access to different consumer profiles
- Better quality data
- Realistically shorter questionnaire (is the future)
47

48. Thank You
48

49. Any questions?
Or for more information, please contact
Charles Foster
charles.foster@millwardbrown.com
49