Responding Effectively to
Consumer Insights with
Enhanced Branding
StrategiesDarren Choo
Snr Manager, Research & Planning, Consumer Marketing, StarHub
• Getting the proper insights and results will "enable" the organisation to act upon them and develop effective marketing strategies to develop your brand or product.
• Applying consumer insights to branding strategies
• Enhancing marketing plans through the use of objective data and consumer insights
• Translating insights into advertising strategies that work
Responding Effectively to Consumer Insights with Enhanced Branding Strategies
Mark
et Rese
arch
Database Segmentation, Analyses and Datamining
Database Marketing
StarHub Customer Insights Department
3 Tools of Opening the Door to Insights
laddering
expectancy-value models
core/key values
…laddering
Laddering
Core Needs
Intangible Benefits
Tangible Benefits
Features
Love
Reaching out beyond self to give + receive love from those one cares about
Security
Safe secure environment where basic physical + financial needs are met.
Well Being
State of positive physical + mental health resulting in relaxed enjoyment of life
Having inner sense of balance + harmony resulting in calm approach to living
Harmony
Control
Having sense of control over environment + circumstances so that one can plan for + live orderly life + achieve personal goals
Freedom
Living in a context that is liberating + which encourages personal freedom, growth + expression
Research International’s Universal Needs
Laddering
IndividualityBeing self + having desire to express self.
Fun
Actively demonstrating pleasure + enjoyment, often in a energetic way
Self indulgence
Taking pleasure in the satisfaction of personal desires, often at the purely physical level
Being smart + having natural intelligence to learn from logic of experience
Knowledge
Tradition
Belief in the importance of traditional practice within one’s culture. Pride in one’s heritage, belief in meeting one’s social obligations, preference for status quo
Research International’s Universal Needs
Laddering
Belonging to family, tribe or social group. Receiving trust + acceptance from the group
Belonging
Attractiveness
Making a positive physical impression on others. Driven by need to be admired, desired, remembered
Respect
Being respected as individual + recognised for achievements
Leadership
Demonstrating leadership, having power + ability to control situations resulting in achievement + success
Research International’s Universal Needs
Laddering
LadderingCore Need
Feature
Intangible Benefits
Tangible Benefits
Discovery Science / Health
Better movie experience
Being a “pioneer”
Be ahead of friends
Perceived as trendy /
opinion leader
EPG
Ease of accessing show time
RespectRespect ControlControlSelf-IndulgenceSelf-Indulgence
Latest Technology
Video Mosaic
Can see all channels at the
same time
Won’t miss show
Greater enjoyment Make decision
immediately
Save time
Can plan time better
Better quality
Personalenrichment
Widen perspective
HarmonyHarmony
KnowledgeKnowledge
Laddering (DTV Ad)
Belonging
Variety of Programs
Common topic with friends
Save time – make immediate
decision
Become a reference for others
Well-being
EPG
Fun / Self Indulgence
Convenient
Personal enrichment
Control / Freedom
Harmony
Newer Programs
More channels
Keeping up to date
Knowledge / Respect
Better quality
Video Mosaic
More balanced
viewsVariety of Programs
Laddering (DTV Ad)
Insight Driven Advertising
IDD
Belonging
Check well-being
Security
Be there for friend
Serious talks
Get updates
Assure of well-being
Fun chats
Less worry about cost /
length of calls
IDD
Call Back
Call Family
Control
Call Friends
Chit Chat
Fun
Competitor’s Space
• Sense of assurance • Emotional heartwarming• Family – orientated
Love
Harmony
Freedom
Small talks
Budget Call
StarHub
• Fun, light-hearted• Sense of freedom
control, and harmony
Laddering (IDD)
Laddering (IDD Ad)
Insight Driven Advertising
High ad recall for StarHub’s Insight Driven Ads
134142
0
20
40
60
80
100
120
140
160
SH IDD 018 Smart Savings SH Introduces DigitalCable
IndexIndex against
11 Telco TVCs in 2005
Laddering
65%69%Ad recall%
High Effectiveness of StarHub’s Insight Driven Ads
151
129
224208
181 185 190
135148 157
261241
0
50
100
150
200
250
300
Understandability Likeability Attention catching Believability Persuasion Wear out
SH IDD 018 Smart Savings SH Introduces Digital Cable
Index
Index against 11 Telco TVCs in 2005
Laddering
…expectancy value models
Expectancy-value models
Brand ABrand A Brand BBrand B Brand CBrand C
Traditional Customer Satisfaction Measurement
Brand BBrand B Brand CBrand CBrand A
Expectancy-value models Measurement from all directions
Expectancy-value models
BRAND
EQUITY
BRAND
EQUITY
PERFORMANCE
Functional Attributes
PERFORMANCE
Functional Attributes
AFFINITY
Emotional Attributes
AFFINITY
Emotional Attributes
BRANDVALUE
BRANDVALUE
PRICEPRICEInertiaInertia
LOYALTYLOYALTY
Familiarity (Quality ofBrand Awareness)
Familiarity (Quality ofBrand Awareness)
Mapping factors that influence brand choice
Expectancy-value models
BRAND
EQUITY
BRAND
EQUITY
PERFORMANCE
Functional Attributes
PERFORMANCE
Functional Attributes
AFFINITY
Emotional Attributes
AFFINITY
Emotional Attributes
BRANDVALUE
BRANDVALUE
PRICEPRICEInertiaInertia
LOYALTYLOYALTY
Familiarity (Quality ofBrand Awareness)
Familiarity (Quality ofBrand Awareness)
Tackling factors that influence brand choice
Beyond Insights - Inspiration
Data Information Insight Inspiration
Inert
ia
Expectancy-value models
Insight Driven Advertising
Expectancy-value models
The StarHub Branding Story
Expectancy-value models
BRAND
EQUITY
BRAND
EQUITY
PERFORMANCE
Functional Attributes
PERFORMANCE
Functional Attributes
AFFINITY
Emotional Attributes
AFFINITY
Emotional Attributes
BRANDVALUE
BRANDVALUE
PRICEPRICEInertiaInertia
LOYALTYLOYALTY
Familiarity (Quality ofBrand Awareness)
Familiarity (Quality ofBrand Awareness)
When measuring factors that
influence brand choice….
The Strategy Canvas in 2002
High ca
ll qua
lity
Outdo
or C
over
age
Indo
or C
over
age
Int. R
oam
ing
Custo
mer se
rvice
Good S
MS pack
age
Loya
lty p
rogr
am
Billing
acc
urac
y
Herita
geTru
st
Inno
vatio
n
Bondin
g
Nosta
lgia
Presti
ge
Accep
tabil
ity
Endor
sem
ent
Average Telcos
StarHub
Expectancy-value models
StarHub was lower for all functional and emotional attributes
Functional Emotional
Expectancy-value models
StarHub was lower for all the current functional and emotional attributes
StarHub was the smallest telco
Beyond Insights - Inspiration
Data Information Insight Inspiration
Expectancy-value models
Looking across market boundary; create a new market space and create new values
Hig
h c
all
qu
alit
y
Ou
tdo
or
Co
vera
ge
Ind
oo
r C
ove
rag
e
Int.
Ro
am
ing
Cu
sto
me
r se
rvic
e
Go
od
SM
Sp
ack
ag
e
Lo
yalty
pro
gra
m
Bill
ing
acc
ura
cy
He
rita
ge
Tru
st
Inn
ova
tion
Bo
nd
ing
No
sta
lgia
Pre
stig
e
Acc
ep
tab
ility
En
do
rse
me
nt
Bra
nd
fo
rsu
cce
ssfu
l pe
op
le
En
joy
Bu
nd
led
Dis
cou
nts
Fu
ll R
an
ge
of
Se
rvic
es
Average Telcos
StarHub
Expectancy-value models
Birth of Hubbing Strategy
Expectancy-value models
• The Strategy– Positioning away from
mobile industry (where StarHub was the smallest player) to enforcomms – entertainment, information and communication industry (which StarHub becomes the biggest player!)
Expectancy-value models
BRAND
EQUITY
BRAND
EQUITY
PERFORMANCE
Functional Attributes
PERFORMANCE
Functional Attributes
AFFINITY
Emotional Attributes
AFFINITY
Emotional Attributes
BRANDVALUE
BRANDVALUE
PRICEPRICEInertiaInertia
LOYALTYLOYALTY
Familiarity (Quality ofBrand Awareness)
Familiarity (Quality ofBrand Awareness)
Also, Emotional attributes are becoming more important
Ad Objectives– Create an “all under one
roof”, big company feel, enforcomms positioning
– Position away from functional attributes to emotional attributes targeting at all the major core needs of human beings
Expectancy-value models
Love
Insight Driven Advertising
Hubbing StrategySecurity
Well being
Harmony
Control
Freedom
Individuality
Self Indulgence
Fun
Knowledge
Tradition
Belonging
Leadership
RespectAttractiveness
(3) Expectancy-value models
BRAND
EQUITY
BRAND
EQUITY
PERFORMANCE
Functional Attributes
PERFORMANCE
Functional Attributes
AFFINITY
Emotional Attributes
AFFINITY
Emotional Attributes
BRANDVALUE
BRANDVALUE
PRICEPRICEInertiaInertia
LOYALTYLOYALTY
Familiarity (Quality ofBrand Awareness)
Familiarity (Quality ofBrand Awareness)
Measuring the results of the campaign…
…core/key values
Getting the proper insights and results to "enable" the organisation to act upon them and develop effective strategies to develop your brand or product experience
Core/ Key Values• works from the premise that, if left to their own devices,
customers will talk most about the things that are most important to them.
What do you expect from a world class provider of
infocomm services?
“You should not be limited by number of service counters –
have wireless counter.”
“Hub village – one stop shop – show me all of
your services, someone to help me learn about
new technology.”
Employees
Customers
Key Stake Holders
Top Performers
Core/ Key Values
Branded Customer
Experience
Core/ Key Values
What do you expect from a world class provider of
infocomm services?
How does StarHub perform?
What can we do to improve?
PROCESSPROCESS
PRODUCTPRODUCT
PHYSICAL ENVIRONMENTPHYSICAL ENVIRONMENT
PEOPLEPEOPLE
Core/ Key Values
Where companies focus their customer experience efforts
ProductFeatures
Ads and
Promos
Convenience Company’sEmployees
(service)
Policies and
Procedures
Response to
Problem or
Request
Customer Experience Attributes
Price
Low
Delivery of
Product or
Service
High
Imp
ort
ance
/Fo
cus
Consumers’ perception of what influences an excellent experience
Source: Forum Survey
There is a disconnect between consumers’ ranking of what leads to an excellent customer experience and where companies focus their investment.
“It’s not just about advertising, it’s about delivery”
Core/ Key Values
Branded Customer
Experience™
Communi-cation
PerformanceStandards
Measurement
OrganisationalStructure
Learning andDevelopment
InformationTechnology
ProcessImprovement
ProductDevelopment
Leadership
HRSystems
Core/ Key ValuesWalk the TalkLeadership
Core/ Key Values
Branded Customer
Experience™
Communi-cation
PerformanceStandards
Measurement
OrganisationalStructure
Learning andDevelopment
InformationTechnology
ProcessImprovement
ProductDevelopment
Leadership
HRSystems
Core/ Key Values
ProcessImprovement
Core/ Key Values
Branded Customer
Experience™
Communi-cation
PerformanceStandards
Measurement
OrganisationalStructure
Learning andDevelopment
InformationTechnology
ProcessImprovement
ProductDevelopment
Leadership
HRSystems
Core/ Key Values
Communi-cation
Template reduction from over 200 to 37
Messages now more consistent
Core/ Key Values
Branded Customer
Experience™
Communi-cation
PerformanceStandards
Measurement
OrganisationalStructure
Learning andDevelopment
InformationTechnology
ProcessImprovement
ProductDevelopment
Leadership
HRSystems
Core/ Key Values
Measurement
Rem
une
ratio
n
Core/ Key Values
Employee Satisfaction
Employee Satisfaction
CustomerSatisfaction
CustomerSatisfaction
Revenue/ Market Share/
Share Price
Revenue/ Market Share/
Share Price
CostCost