East Africa Engaging With Consumers 2014
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Transcript of East Africa Engaging With Consumers 2014
Winning hearts and minds Engaging with consumers the right way…
August 20, 2014
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Let us start with a story. Story of a mighty king…
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With a beautiful daughter…
Princess Sita Princess Draupadi
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The “Swayamvar”…
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And…
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What does it tell us?
The princess – Consumer
The Kings and Princes – The brands
The Swayamvar task – Need
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Consumer “gets into a relationship” with a
brand…
• That “meets the needs” of the consumer
• But the world is changing…
• Consumers are not loyal to one brand; they change brands; use
multiple brands in some categories
• The brand needs to be “relevant” to its consumers
continuously to be “in relationship” – by being “dynamic”
and being “remembered” out of the many choices
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WHAT DOES THAT MEAN?
MEANINGFUL DIFFERENT SALIENT
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Strong Brands portfolio has appreciated in value at
double the growth rate of Overall S&P 500 Index
Source: Millward Brown Optimor, BrandZ™ data
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80
60
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Pe
rce
nta
ge
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lue
gro
wth
APR 07 APR 08 APR 09 APR 10 APR 11 APR 12 APR 13 APR 14
BRANDZ™ Strong Brands Portfolio
S&P 500
THE BRANDZ TOP 100 MOST VALUABLE
GLOBAL BRANDS RANKING
BrandZ 2014 Rankings: Top 10
Rank Rank (yoy
change)
Brand Brand Value ($M) Brand Value (yoy change)
1 +1 Google 158,843 +40%
2 -1 Apple 147,880 -20%
3 = IBM 107,541 -4%
4 +3 Microsoft 90,185 +29%
5 -1 McDonald's 85,706 -5%
6 -1 Coca-Cola 80,683 +3%
7 +2 Visa 79,197 +41%
8 -2 AT&T 77,883 +3%
9 -1 Marlboro 67,341 -3%
10 +4 Amazon 64,255 +41%
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Highlights of BrandZ 2014 – connecting with consumers
Identify A
Human Truth Share of Life
Seamless
Experience
Online &
Offline
The rise of Apple
- people want
technology to work
simply and easily.
Facebook,
Twitter, LinkedIn
part of our lives.
Multi Channel
Omni Channel -
Deliver quickly and
where ever consumers
want to receive them
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Highlights of BrandZ 2014 – industry/category
trends
Viewing local
brands in a
global context
Telecoms
seeking
growth
beyond the
sector
Tech service
brands
outgrow
product
producers
Retain local brands
and assess potential
for international
expansion
Banking, cloud
services,
entertainment as
well integrated
telecoms offering
Top 20 Tech brands
value growth of 40%
Producers grew 10%
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WHAT DOES THAT MEAN?
MEANINGFUL DIFFERENT SALIENT
Smaller but
good potential
WHICH BRANDS ARE MOST SUCCESSFUL?
Source: BrandZ
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Brand
Potential Index
Brand Power Index
Big and Strong
Weak,
un-established Big
WHICH BRANDS ARE MOST SUCCESSFUL?
Source: BrandZ
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Different
High Brand Contribution
Different
Meaningful Different
Meaningful
Salient
Meaningful
Salient
Salient
Brand
Potential Index
Brand Power Index
TOP 100 MOST VALUABLE BRANDS GROWTH
IN BRAND EQUITY
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2014 2008
116
117
117
123
126
129
Meaningful
Different
Salient
A QUICK QUESTION FOR YOU….
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What do these brands have in common?
What is their main characteristic? Are they all really….
…to their target consumers
A Meaningful
B Different
C Salient
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MEANINGFUL
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MEANINGFUL: A SENSE OF PERSONAL
RELEVANCE
‘a relevant product’ ‘a reflection of me’ ‘a relatable emotion’
THE SAMSUNG STORY: USA (2008)
Source: BrandZ (Average brand = 100)
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Brand
Potential Index
Brand Power Index
THE SAMSUNG STORY: USA (2013)
Source: BrandZ (Average brand = 100)
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Brand
Potential Index
Brand Power Index
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DIFFERENT
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DIFFERENT: STANDING OUT FROM THE CROWD
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SALIENT
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SALIENT: FIRST IN MIND IN RELATION TO
PEOPLE’S SPECIFIC NEEDS
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THE SECRETS OF THE MOST VALUABLE
BRAND IN THE WORLD
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WHY PEOPLE LOVE GOOGLE
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SUCCESSFUL
BRANDS
EMPOWER
PEOPLE IN
A WAY THAT
CANT BE
SUBSTITUTED…
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TO ENGAGE, FIRST KNOW YOUR CUSTOMER
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To fire your brand’s OJO…
• Youth cannot be ignored in Africa – need to understand them, involve
them and co-create with them; be relevant to their changing needs
over time for long term success
• Be connected; be concise; be considered and be consistent
• Understand how people see your brand today and what might make
it Meaningful Different Salient in future to engage with consumers the
right way and grow…