Get the unfair advantage! Insightful perspectives from Millward Brown that will help you increase the impact of your marketing spend…

1. get the unfair
1
advantage
with

2. Brands

3. Meaningfully Different Brands
Richard Stewart

4. 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)

5. What makes a brand valuable/strong?
Successful brands build associations that
deliver these commercial benefits
I N C R E A S I N G
T H E L I K E L I H O O D
that a consumer
will buy/consider
I N C R E A S I N G
H O W M U C H
consumers
will pay

6. Meaningfully
different brands,
properly amplified,
create sustainable
financial value
growth.
W E K N O W T H A T … .

7. 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

8. 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

9. 9

10. 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

11. 11

12. 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

13. 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 %
PA C K
+ 5 % C O M P.
P R O M O
- 2 %

14. Our Framework of consumer decision making
14
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 V A N T A N D
I M P A C T F U L W A Y

16. 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

17. Media

18. 18
Advertising
– luxury or a necessity?

19. What happens when you don’t invest in the brand? ......Risk
increases
Brands that stop advertising
generally lose share!

20. 20
Base sales are driven by “brand impact”
Campaign
Total
Sales
Performance
Emotion
Popularity
Dynamism
Difference
Value
Salience
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

21. 21
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

22. So how integrated
campaigns can get the
most of your budget?

23. INCREAS ED REACH
CREATIVE S YNERGIES
BETTER COS T OF IMPACT
How can multi-media campaigns maximise my marketing
ROI?
23

24. Increased Reach
24

25. How did our campaign achieve its reach?
25
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 TARGETAUDIENCE
68%

26. Creative synergies
26

27. Non-Campaign Image Average
27
We see a smaller impact on non-campaign image. Again driven primarily through synergies.
59%
2%
3%
0%
20%
40%
60%
80%
100%
Non-campaign Image
average
9%
5%
4%
6%
7%
36%
33%
Outdoor
TV & Radio
TV & Outdoor
TV
Print
Radio
Press & PR
Campaign Contributions to non-campaign image average - with media breakdown

28. 28
Key things
to take away

29. 1. Understand your environment
Know how your campaigns are working
Consider your category dynamics
2. Embrace multi channel campaigns – the
benefits outweigh the risks
Smaller media (like digital) have an important role
to play
There are different roles for different media
Bear 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

30. Creative

31. Today….
1. ING REDIENT S O F SUCCESSF UL ADVERT ISING IN AF RICA…
2. WHAT WO RKS PART ICULARLY IN EAST AF RICA …
31

32. 32
The world’s leading copy -testing & creative development solution
130,511 TV ads since 1989
6,000 + multi country campaigns
2,705 in Africa, spread across SA,
Nigeria, Ghana, Kenya, Tanzania…
LINKTM

33. one size fits many?
AD T RANSF ERENCE AND AF RICA
BEYO ND CULT URAL DIF F ERENCES
33

34. 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
34
Transference WITHIN geographies
Global Avg 52%

35. so what can work in africa…?
35
emotional connect
family, community
sunlight ‘bubbles’

36. so what can work in africa…?
36
happy optimism
important to show positive images
emotional connect
a sense of fun, of drama
coca-cola ‘crazy for good’

37. so what can work in africa…?
37
simplicity in messaging
firm focus on brand benefit omo ‘soccer girl’
happy optimism
emotional connect
a sense of fun, of drama

38. 38
yet transference within africa
is only 43%...why?
43%

39. individuality
less hierarchical
individuality
there are clear cultural differences within africa
39
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
authority
community
harmony
structure
power
individuality
assertion
tanzania
70
25
40
50
kenya
70
25
60
50
Comfort in ambiguity
community
harmony assertion harmony

40. nigeria: pride in recognised success, vibrancy
40
 strong sense of pride
 aspirational imagery, a desire for
acknowledged success
 vibrancy matters (local music,
colour)
mtn ‘nigeria’
Pepsi ‘whizkid’
Etisalat ‘solo’

41. ghana: a strong sense of family and community
41
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

42. kenya: personal connect and simplicity
42
 A sense of personal connect (with
a touch of humour)
 story-telling is important(e.g.
narratives like soap operas)
molo milk ‘cows’

43. Tanzania: Simplicity, authenticity, comm(unity)
43
Coca Cola – A billion fans FWC’

44. a simple travel checklist for advertising
• stage of category development
o are the category offerings similar?
o does the message differentiate you from competitors?
• brand stature and meaning
o is your brand in a similar life stage?
o does your brand have the same positioning?
• advertising and media environment
o are there differences in media context? (e.g. ad length)
o is the advertising context similar?
• cultural response to advertising
o 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
44

45. Mobile

46. Accessibility
Poor
Infrastructure
Security
Low desktop
/ PC
Internet
penetration
Long
Turnaround
Times
Cultural
Barriers
Government
Bureaucracy
CHALLENGES OF CONDUCTING MARKET
RESEARCH IN EMERGING MARKETS
OUR SOLUTION…

47. 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

48. 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 & available
to view in real time..

49. 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

50. OUR QUALITY CONTROL MEASURES
(all automated)

51. 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 2
Nigeria
Survey Example 1
South Africa
Survey Example 3
Kenya
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

52. RESEARCH ON RESEARCH

53. Nigeria
16%
65%
7% 11%
34%
75%
34% 33%
21%
59%
10% 9%
33%
72%
27%
39%
Brand 1 Brand 2 Brand 3 Brand 4 Brand 1 Brand 2 Brand 3 Brand 4
First Mention Use Nowadays
Mobile
F2F
Mobile data is comparable to F2F

54. 98% 100% 99% 99%
71%
92%
78%
63%
Brand 1 Brand 2 Brand 3 Brand 4
Mobile data is often more discriminating and
makes more sense
Mobile
F2F
Mobile providers - Awareness
Nigeria

55. Mobile closely matches market share
Mobile
2%
6%
1% 3%
35%
51%
1%1%
5%
0%
7%
39%
42%
4%
Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7
Laundry category – Bought most often
Market Share
zimbabwe

56. 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

57. Panel not yet available
Low Confidence
Done before but with challenges
Confident but certain aspects not guaranteed
Super Confident - Guaranteed
Please chat to us
Male Female 20 Questions 40 Questions Age 40+ All Cities Database Panels Incentives Overall
Nigeria
Kenya
Tanzania
Zambia
Botswana
Mozambique
Zimbabwe
Angola
Algeria
Cote 'D Ivore
South Africa
Ethiopia
Ghana
Uganda
Pakistan
Egypt
MOBILE RESEARCH: COVERAGE BY COUNTRY & TARGET

58. 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!! :

59. Any Questions? Contact
Millward Brown Africa & Middle East
contact: Charles Foster
e. charles.foster@millwardbrown.com
t. +27 82 554 7654
Millward Brown Sub-Saharan Africa
contact: Soumya Saklani
e. soumya.saklani@millwardbrown.com
t. +233 307 020 406
Millward Brown East Africa
contact: Chris Githaiga
e. chris.githaiga@millwardbrown.com
t. +254 20 2120 043/045
contact: Chris Karumba
e. chris.karumba@millwardbrown.com
t. +254 20 2120 043/045

60. Thank you…
Allow Millwar d Br own to par tner with you to help you achieve a
str onger cr eative & R O I for your ad spend…
www.millwar dbr own.com
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