get the unfair

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advantagewith

Brands

Meaningfully Different BrandsRichard Stewart

is the set of associations (ideas, memories and

feelings) in the mind of a consumer.

What isa

brand?KNOWLEDGE

Facts about the brand(an understanding of what

it is, what it’s called,what it looks like)

EMOTIONFeelings,

social values,desirability

EXPERIENCEWhat the brand experience

is/would be like(its benefits, how it is

used or found)

What makes a brand valuable/strong?

Successful brands build associations that

deliver these commercial benefits

I N C R E A S I N GT H E L I K E L I H O O Dthat a consumer

will buy/consider

I N C R E A S I N GH O W M U C H

consumerswill pay

Meaningfully different brands,

properly amplified, create

sustainable financial value

growth.

W E K N O W T H A T … .

Meaningfully different brands…

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E A C H O F T H E S E METRICS A R E C R E AT 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 .

4x … Have much greater POTENTIAL to gain value share in the future

… Can command a price PREMIUM 13

%

… Have the POWER to capture significantly MORE VOLUME

5x POWER

PREMIUM

POTENTIAL

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

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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

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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

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 %

P A C K + 5 % C O M P.

P R O M O- 2 %

Our Framework of consumer decision making

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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 VA N T A N D I M PA C T F U L WAY

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

Media

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Advertising – luxury or a necessity?

What happens when you don’t invest in the brand? ......Risk increases

Brands that stop advertising generally lose share!

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Base sales are driven by “brand impact”

CampaignTotal Sales

PerformanceEmotionPopularityDynamismDifferenceValueSalience

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

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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

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

INCREASED REACH

CREATIVE SYNERGIES

BET TER COST OF IMPACT

How can multi-media campaigns maximise my marketing ROI?

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Increased Reach

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How did our campaign achieve its reach?

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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 TARGET AUDIENCE

68%

Creative synergies

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Non-Campaign Image Average

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We see a smaller impact on non-campaign image. Again driven primarily through synergies.

Non-campaign Imag...0%

20%

40%

60%

80%

100%

59%

2%

3%

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

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Key things to take away

1. Understand your environment

Know how your campaigns are workingConsider your category dynamics

2. Embrace multi channel campaigns – the benefits outweigh the risks

Smaller media (like digital) have an important role to playThere are different roles for different mediaBear 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

Creative

Today….1 . I N G R E D I E N T S O F S U C C E S S F U L A D V E R T I S I N G I N A F R I C A …

2 . W H AT W O R K S PA R T I C U L A R LY I N E A S T A F R I C A …

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T h e w o r l d ’ s l e a d i n g c o p y - t e s t i n g & c r e a t i v e d e v e l o p m e n t s o l u t i o n 130,511 TV ads since 1989

6,000 + multi country campaigns2,705 in Africa, spread across SA, Nigeria, Ghana, Kenya,

Tanzania…

LINKTM

one size fits many?A D T R A N S F E R E N C E A N D A F R I C A

B E Y O N D C U LT U R A L D I F F E R E N C E S

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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

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Transference WITHIN geographies

Global Avg 52%

so what can work in africa…?

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emotional connectfamily, community

sunlight ‘bubbles’

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’

so what can work in africa…?

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simplicity in messagingfirm focus on brand

benefit omo ‘soccer girl’

happy optimismemotional connect

a sense of fun, of drama

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yet transference within africa

is only 43%...why?

43%

individualityless hierarchical

individuality

there are clear cultural differences within africa

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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

authoritycommunityharmonystructure

powerindividualityassertion

tanzania

70

25

40

50

kenya

70

25

60

50

Comfort in ambiguity

communityharmony assertion harmony

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’

ghana: a strong sense of family and community

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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

kenya: personal connect and simplicity

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A sense of personal connect (with a touch of humour)

story-telling is important(e.g. narratives like soap operas)

molo milk ‘cows’

Tanzania: Simplicity, authenticity, comm(unity)

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Coca Cola – A billion fans FWC’

a simple travel checklist for advertising

• stage of category developmento are the category offerings similar?o does the message differentiate you from competitors?

• brand stature and meaningo is your brand in a similar life stage?o does your brand have the same positioning?

• advertising and media environmento are there differences in media context? (e.g. ad length)o is the advertising context similar?

• cultural response to advertisingo 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

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Mobile

Accessibility

PoorInfrastructur

e

Security

Low desktop /

PCInternet

penetration

LongTurnaround

Times

CulturalBarriers

GovernmentBureaucracy

CHALLENGES OF CONDUCTING MARKET RESEARCH IN EMERGING MARKETS

OUR SOLUTION…

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

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 & availableto view in real time..

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

OUR QUALITY CONTROL MEASURES (all automated)

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 2Nigeria

Survey Example 1South Africa

Survey Example 3Kenya

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

RESEARCH ON RESEARCH

Nigeria

Brand 1 Brand 2 Brand 3 Brand 4 Brand 1 Brand 2 Brand 3 Brand 4

16%

65%

7%11%

34%

75%

34% 33%

21%

59%

10% 9%

33%

72%

27%

39%

First Mention

Use Nowadays

Mobile

F2FMobile data is comparable to F2F

Brand 1 Brand 2 Brand 3 Brand 4

98% 100% 99% 99%

71%

92%

78%

63%

Mobile data is often more discriminating and makes more sense

Mobile

F2F

Mobile providers - Awareness

Nigeria

Mobile closely matches market shareMobile

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7

2%6%

1% 3%

35%

51%

1%1%5%

0%

7%

39%42%

4%

Laundry category – Bought most often

Market Share

zimbabwe

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

Panel not yet available Low ConfidenceDone before but with challengesConfident but certain aspects not guaranteedSuper Confident - Guaranteed

Please chat to us

Male Female 20 Questions 40 Questions Age 40+ All Cities Database Panels Incentives OverallNigeriaKenyaTanzaniaZambiaBotswanaMozambiqueZimbabweAngolaAlgeriaCote 'D IvoreSouth AfricaEthiopiaGhanaUgandaPakistanEgypt

MOBILE RESEARCH: COVERAGE BY COUNTRY & TARGET

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!! :

Any Questions? Contact

Millward Brown Africa & Middle Eastcontact: Charles Fostere. charles.foster@millwardbrown.comt. +27 82 554 7654 Millward Brown Sub-Saharan Africa contact: Soumya Saklanie. soumya.saklani@millwardbrown.comt. +233 307 020 406 Millward Brown East Africa contact: Chris Githaigae. chris.githaiga@millwardbrown.comt. +254 20 2120 043/045  contact: Chris Karumbae. chris.karumba@millwardbrown.comt. +254 20 2120 043/045

Thank you…A l l o w M i l l w a r d B r o w n t o p a r t n e r w i t h y o u t o h e l p y o u a c h i e v e a

s t r o n g e r c r e a t i v e & R O I f o r y o u r a d s p e n d …

w w w. m i l l w a r d b r o w n . c o m

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