Date post: | 20-Jan-2015 |
Category: |
Marketing |
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Tapping into the Youth Market
Winning their loyalty requires us to be Meaningful, Different
& Salient
Sets Context for Next two presentations
Youth are Masters of Multi-Screening
3
Why we need to focus on them
Africa’s demographic profile = current & future opportunity for many businesses 4
Opportunity area - huge numbers , young, vibrant
population
o 200 million - people aged
between 15 - 24 years in Africa today (Youngest Population in the world)
o 18 % -Proportion of 12-24 Years
living in Africa in 2012
o 18% (7.05M) Population of 16-
24 Yrs in Kenya
o 28 % - Proportion of 12-24 Years
by 2040
o 18.6 - Sub-Saharan Africa’s
median is age compared to 32 for the BRIC countries
1. Force in numbers vs. rest of the world
2. Better Education = access to information, formal employment, social &
economic development
4. Technology & Access to Information
5.Affirmative action & Influence on society
3. Increasing buying power
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Our Thoughts to how to Win them
10 Points to Ponder
• Inspire them to succeed (in our communication) • Invest in selected CSR initiatives related to education, be unique • showcase success stories
7 Source: Various qualitative work across markets, Firefly MB
1. desire for success and achievement success in academics critical but of late, “gateway to success” & comfortable
future is being re-defined
8
Bank Main Bank Used (%)
Total 18-24 YEARS
25+ YEARS
Equity 39 stronger 38
Cooperative 20 stronger 19
KCB 16 8 18
Barclays 6 3 6
National Bank 4 4 4
First Mention - % of what they fear (Top 3)
%
Poor Health/Sickness/AIDS 68
Unemployment 58
Poverty/Poor living standards 55
2. fear of failure constant fight to ensure they do not
fall into the ugly jaws of poverty
9 Source: Various qualitative work across markets, Firefly MB, internal data mining, Quant study in Kenya
“All my friends are clever. I do not like hanging out with
people who fail in school because they will make me
fail as well”
• Consider relevant youth empowerment programs - including mentorship
• Use “encouragement” in our messaging / avoid reminding them of failure
“I have a cheap phone. When I am with my friends I tell them that I don’t have a phone just because I don’t want them
to see it. They will laugh at me and think that I am poor”
The circle of life
Different friends for different moments
Friends are my alter
ego
Partners in crime
Emotional support system
3. belonging to ‘peer group’ As a source of identity & bedrock for a
sense of belonging
11 Source: Various qualitative work across markets, Firefly MB
12
Agree/ Disagree statement on …..KENYA Total 13-19 yo 20-24 yo 25-49yrs
I LIKE TO KEEP UP WITH THE LATEST FASHIONS 4.1 4.18 4.2 3.97
IT IS IMPORTANT TO KEEP YOUNG LOOKING 4.19 4.24 4.27 4.12
I FIND THAT I AM EASILY SWAYED BY OTHER PEOPLE'S VIEWS 2.46 2.48 2.4 2.42
I TEND TO SPEND MONEY WITHOUT THINKING 2.33 2.35 2.23 2.31
Agree/ Disagree statement on …..TANZANIA Total 13-19 yo 20-24 yo 25-49yrs
I LIKE TO KEEP UP WITH THE LATEST FASHIONS 4.17 4.2 4.18 4.01
IT IS IMPORTANT TO KEEP YOUNG LOOKING 3.98 4.06 4.04 3.72
I FIND THAT I AM EASILY SWAYED BY OTHER PEOPLE'S VIEWS 2.98 3.09 2.85 2.88
I TEND TO SPEND MONEY WITHOUT THINKING 2.13 2.16 2.12 1.96
Agree/ Disagree statement on …..UGANDA Total 13-19 yo 20-24 yo 25-49yrs
I LIKE TO KEEP UP WITH THE LATEST FASHIONS 4.07 4.14 4.34 3.91
IT IS IMPORTANT TO KEEP YOUNG LOOKING 4.35 4.41 4.34 4.31
I FIND THAT I AM EASILY SWAYED BY OTHER PEOPLE'S VIEWS 2.8 2.95 2.72 2.63
I TEND TO SPEND MONEY WITHOUT THINKING 2.03 2.09 2.15 1.86
Identify online “maven” within peer group (given that
they are always online) & use to influence brand impressions …..POSITIVELY
3. belonging to ‘peer group’ source of identity & the bedrock for a sense of
belonging
Source: MBEA internal
4. living for now / “YOLO”
attitude ability to let go, spontaneous fun,
‘being wild’
13 Source: Various qualitative work across markets, Firefly MB
• Use Experiential marketing to Project “FUN” brand image
• selectively pick the spontaneous fun occasions to play in – e.g. Parties, Music events
14
15
“When on the rave (hang
outs) I get to drink and smoke..things I would never do at home. I get to be a bad
girl. I like it. I am the first born so at home there is
immense pressure to be a good example to my
siblings”
Source: Various qualitative work across markets, Firefly MB
5. Parents vs. Own World
constant internal ‘turmoil’ between wanting to please parents (Traditional norms) vs. pushing
their own boundaries (moving with the trends)
• appeal to both worlds (balance the shell & the yolk) by projecting ‘outer’ as modern, & the ‘inside’ as traditional
Click to view
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Tap into their imaginations to co-create e.g. packaging, concept development, ensure our offers touch their sense of appeal
That which is internationally renowned… has left a stamp in the international arena
Flashy, blingy, new technology - something that helps to stand out – from a distance
Something that helps fit in and yet elevates the social standing
Something that helps me make the smart choice – I am the clever one among my friends
Needs to talk about changing the way things are – a different way of doing things
That which helps me navigate seamlessly… esp in the world of technology
Wh
at’
s co
ol?
6. Love for “Appeal” and
Imagination
Involve them in co-creation – NPD, Communication
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7. Uncommitted - they are uncommitted
and will constantly search for new offers and better terms & conditions
• Offer variety • keep innovating to clamp competition • Be CONSISTENT in engaging them
Source: Louise Couchman, Research Director, Firefly MillwardBrown and various internet sources
approximate Age Virtues Psycho Social
Crisis [2] Significant
Relationship[3] Existential Question
Examples
0–2 years Hopes Basic Trust vs.
Mistrust Mother
Can I Trust the World?
Feeding, Abandonment
2–4 years Will Autonomy vs.
Shame and Doubt Parents
Is It Okay To Be Me?
Toilet Training, Clothing
Themselves
4–5 years Purpose Initiative vs. Guilt Family Is It Okay For Me To Do, Move and
Act?
Exploring, Using Tools or Making Art
5–12 years Competence Industry vs. Inferiority
Neighbors, School Can I Make It In
The World Of People And Things?
School, Sports
13–19 years Fidelity Identity vs. Role
Confusion Peers, Role
Model Who Am I? What
Can I Be? Social
Relationships
20–39 years Love Intimacy vs.
Isolation Friends, Partners Can I Love?
Romantic Relationships
40–64 years Care Generativity vs.
Stagnation Household, Workmates
Can I Make My Life Count?
Work, Parenthood
65-death Wisdom Ego Integrity vs.
Despair Mankind, My Kind
Is It Okay To Have Been Me?
Reflection on Life
Source: Erikson’s Theory of Psycho-Social Development
Because of Psycho-social Crisis related to search for identity…
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0
5
10
15
20
25
30
35
40
45
50
Jan-12 Jun-14
%
Brand Y - % Preferred (Nigeria)
Youth Adults
0
5
10
15
20
25
30
35
40
45
%
Brand C: Level of Commitment/Loyalty (Uganda) (%) Adults Youth
Lower level of ‘attachment’ to
brands that creates equally lower ‘loyalty’
22 Source: MillwardBrown
0
10
20
30
40
50
60
Ma
y-1
2
Ju
n-1
2
Ju
l-12
Au
g-1
2
Sep
-12
Oct
-12
No
v-1
2
Dec
-12
Ja
n-1
3
Feb
-13
Ma
r-13
Ap
r-13
Ma
y-1
3
Male youths Advertising Buzz
Brand A Brand D
0
0.5
1
1.5
2
2.5
3
3.5
4
Ma
y-1
2
Ju
n-1
2
Ju
l-12
Au
g-1
2
Sep
-12
Oct
-12
No
v-1
2
Dec
-12
Ja
n-1
3
Feb
-13
Ma
r-13
Ap
r-13
Ma
y-1
3
Brand Equity among youths
Brand A Brand D
Brand D
active
Brand A
active Brand D
active
Brand A
active
Their “Fickle” nature extends to brands too
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8. Tech & marketing savvy - easy access and faster
consumption of info, know a lot about brands – can compare
options based on knowledge…. able to study what’s out there before making a decision
Items spent on %
Airtime 46
Food 25
Clothing 4
Personal effects 4
Soft Drinks 3
Savings 2
Stationery 2
Cosmetics 2
Reasons for using the internet
%
Social Networks 85
Entertainment - Downloading Music / Games etc
54
Emails 37
Viewing Job Information / Job Search
21
• Include digital in media plans • Be authentic in our brand promise • Be simple & clear in communication • Partnership with telcos – win
‘airtime’ offers in promotions?
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BREAKFAST TEXT MY FRIEND
LISTEN TO
MUSIC CHAT IN CLASS
WATCH TV
LISTEN TO MUSIC
FROM PHONE/IPHONE SURF THE NET CALL A FRIEND
PHONE ALARM
BOYFRIEND TEXTS ME OUTSIDE SELFIES !!! NIGHT CHATS
HANG OUT WITH FRIENDS LATER
Tech
no
log
y an
d c
on
nec
tio
n
25
9. Impatient/Instant gratification
• Instant prizes for promotions?
• Seamless availability/ distribution
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10. Aspirational
–
They not only look for edgy, marker brands that they use currently but
also aspire for others
• Balance between ‘current’ & ‘aspiration’ in communication
11. The “Inward Looking” …. “ME Generation”
Recognize them & their opinion in our marketing mix execution
Be innovative, Trendy, Unique
them to connect with friends
Build brands that enable Balance good quality & affordability
Understand their fast changing
needs, involve them
Identify with them to earn TRUST & Relevance
Project big brand profile – they want to be associated with such
distinctive advertising style – be funny, fast
paced, prominent music
Be modern but also remember role of local
cultural norms
Stay ahead of them (in their fast changing
world)
29
Finally, Successful brands marketing to youth have a foundation in or association with key
passion Points for Youth
MUSIC
TECHNOLOGY
FASHION
SPORTS
30
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To find out more about the youth market contact:
Chris Karumba
Millward Brown East Africa