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Creating Retail Brand Presence in the Emerging Markets
 

Creating Retail Brand Presence in the Emerging Markets

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This presentation includes:

This presentation includes:
Opportunities in Africa,
Retailing in Africa,
Retail Trends,
Augmented Reality,
Fortress Branding and
Social Retailing

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    Creating Retail Brand Presence in the Emerging Markets Creating Retail Brand Presence in the Emerging Markets Presentation Transcript

    • CREATING RETAIL BRAND PRESENCE IN THE EMERGING MARKETS 6th annual POPAI marketing and retail 1
    • INDEX: • AFRICA: THE OPPORTUNITY • BRANDS IN AFRICA • RETAILING IN AFRICA • TRENDS IN RETAILING • TECHNOLOGY • CASH • AUGMENTED REALITY • FORTRESS BRANDING • SOCIAL RETAILING • CONCLUSIONConfidential and Copyright © 2010-2012 2
    • AFRICA: THE OPPORTUNITY 3
    • AFRICA:Confidential and Copyright © 2010-2012 4
    • THE OPPORTUNITY: Percentage growth highlighted IMF says that the continent’s GDP will grow 5% this year, down from a predicted 5.4% but still much faster than anywhere else. In 2013 growth may nudge 5.7%. Country Size GDP 2011 GDP 2012 24,652,402 Ghana (July 2012 est.) $75.9 billion $66.81 billion 24,652,402 Angola (July 2012 est.) $75.9 billion $66.81 billion 12,619,600 Zimbabwe (July 2012 est.) $6.206 billion $5.676 billion 43,013,341 Kenya (July 2012 est.) $72.34 billion $68.9 billion 33,640,833 Uganda (July 2012 est.) $46.96 billion $44.02 billion 13,817,479 $22.16 billion Zambia (July 2012 est.) (2011 est.) $20.8 billionConfidential and Copyright © 2010-2012 5
    • THE OPPORTUNITY: OIL DISCOVERIES ETHIOPIA KENYA UGANDA TANZANIA MALAWIConfidential and Copyright © 2010-2012 6
    • BRANDS IN AFRICA 7
    • BRANDS IN AFRICA: ANGOLAConfidential and Copyright © 2010-2012 8
    • BRANDS IN AFRICA: NIGERIAConfidential and Copyright © 2010-2012 9
    • BRANDS IN AFRICA: NIGERIAConfidential and Copyright © 2010-2012 10
    • BRANDS IN AFRICA: KFC IN AFRICAConfidential and Copyright © 2010-2012 11
    • BRANDS IN AFRICA: SHOPRITE IN AFRICAConfidential and Copyright © 2010-2012 12
    • RETAILING IN AFRICA 13
    • RETAILING IN AFRICAConfidential and Copyright © 2010-2012 14
    • RETAILING IN AFRICAConfidential and Copyright © 2010-2012 15
    • TRENDS IN RETAILING 16
    • TRENDS IN RETAILING: “Prediction is very difficult, especially about the future” Niels BohrConfidential and Copyright © 2010-2012 17
    • TRENDS IN RETAILING: Pre-tail – Retail – Post-tailConfidential and Copyright © 2010-2012 18
    • TRENDS IN RETAILING: APPLEConfidential and Copyright © 2010-2012 19
    • TRENDS IN RETAILING: APPLEConfidential and Copyright © 2010-2012 20
    • TRENDS IN RETAILING: I-PAD KIOSKConfidential and Copyright © 2010-2012 21
    • TRENDS IN RETAILING: ITAU BANKConfidential and Copyright © 2010-2012 22
    • TRENDS IN RETAILING: COMMUNITY BANKConfidential and Copyright © 2010-2012 23
    • TRENDS IN RETAILING: BANKING KIOSKConfidential and Copyright © 2010-2012 24
    • TRENDS IN RETAILING: MTNMOBILE MONEY Side in Portable Camera Slot for Camera Sim Card Copier Manual sleeves. Protective foam insert. POS Device. Laptop. Sim cards.Confidential and Copyright © 2010-2012 25
    • TRENDS IN RETAILING: VIRGIN MONEYConfidential and Copyright © 2010-2012 26
    • TRENDS IN RETAILING: VIRGIN MONEYConfidential and Copyright © 2010-2012 27
    • TRENDS IN RETAILING: ABSAConfidential and Copyright © 2010-2012 28
    • TRENDS IN RETAILING: FNBConfidential and Copyright © 2010-2012 29
    • TECHNOLOGY 30
    • TECHNOLOGY: Embrace Technology or DieConfidential and Copyright © 2010-2012 31
    • TECHNOLOGY: Embrace Technology or DieConfidential and Copyright © 2010-2012 32
    • TECHNOLOGY: Embrace Technology or DieConfidential and Copyright © 2010-2012 33
    • TECHNOLOGY: Embrace Technology or DieConfidential and Copyright © 2010-2012 34
    • CASH 35
    • CASH: Cash is deadConfidential and Copyright © 2010-2012 36
    • CASH: Cash is deadConfidential and Copyright © 2010-2012 37
    • CASH: MOBILE MONEYConfidential and Copyright © 2010-2012 38
    • CASH: MPESA •M-pesa is a mobile-phone based money transfer and microfinancing service for Safaricom and vodacom, the largest mobile network operator in Kenya and Tanzania. Currently the most developed mobile payment system in the developing world, M-Pesa allows users with a national ID card or passport to deposit, withdraw, and transfer money easily with a mobile device. •M-PESA is a Safaricom service allowing you to transfer money using a mobile phone. Kenya is the first country in the world to use this service, which is offered in partnership between Safaricom and Vodafone. M-PESA is available to all Safaricom subscribers (Prepay and Postpay), even if you do not have a bank account. Registration is FREE and available at any M-PESA Agent countrywide. The M-PESA application is installed on your SIM card and works on all makes of handsets. •Safaricom is a Kenyan mobile service operator behind the M-pesa booming mobile money transfer service. Safaricom entered into partnership with mobile telephony firm to offer voices and SMS service in Uganda. •Generally Safaricom doesnt have permission to operate M-pesa in Uganda, but some M-pesa agents are assisting customers, to facilitate transfers and payments through M-pesa but charging their own rates. These agents are located mostly in Kampala town and town centres on it •Did you know that Kenya, Tanzania, Uganda and Rwanda currently have a combined active mobile subscriber base of 43.3 million. •It is said that at least $1.05 billion (more than Sh1.7 trillion) is transferred monthly through the revolutionary payment app, „M-Pesa‟ in Kenya, Tanzania, Uganda and Rwanda. •Since its launch, M-Pesa has captured a significant market share for cash transfers, and grew astoundingly quickly, capturing over 14 million subscribers and well over 28,000 agents across Kenya alone by November 2011. •Now available in Afghanistan and South Africa, there are plans to expand the service to Egypt and India, while many first world countries rush to embrace the technology, such as Australia‟s Commonwealth Bank‟s „Kaching‟ mobile payment app service.Confidential and Copyright © 2010-2012 39
    • AUGMENTED REALITY 40
    • AUGMENTED REALITY: While retailers in the fashion space have been toying with the idea of virtual dressing rooms for some time, they have yet to break into the mainstream. Online retailers like Amazon.com have released applications that in fact take purchases out of brick and mortar retailers by allowing users to view products in person and price compare via augmented reality applications.Confidential and Copyright © 2010-2012 41
    • AUGMENTED REALITY: • 8 percent of today‟s augmented reality use for marketing is focused on point of sale experiences (Source: Hidden Study) • 7 percent of today‟s augmented reality use for marketing is focused on “try before you buy” experiences, giving consumers the chance to “see it on” or test drive a product before purchasing (Source: Hidden Study)Confidential and Copyright © 2010-2012 42
    • AUGMENTED REALITY: As mobile technologies and bandwidth continue to progress, augmented reality will become the norm for in-store experiences and retail shopping. Brands must be moving at the same pace their consumers are and have a plan in place for augmented reality usage as it relates to navigation, content delivery, and product experiences.Confidential and Copyright © 2010-2012 43
    • AUGMENTED REALITY: DAILY DINERS DEALS ON IPHONE 44
    • AUGMENTED REALITY: DEAL AGGREGATOR ON IPHONE & ANDROID 45
    • AUGMENTED REALITY: ATM NEAR YOU 46
    • AUGMENTED REALITY: SNAKESHOOTER GAME ON IPHONE &ANDROID 47
    • AUGMENTED REALITY: MTN BRANCH LOCATORConfidential and Copyright © 2010-2012 48
    • AUGMENTED REALITY: MTN IN STORE ZONE APPConfidential and Copyright © 2010-2012 49
    • AUGMENTED REALITY: MTN IN STORE ZONE APPConfidential and Copyright © 2010-2012 50
    • AUGMENTED REALITY: NEDBANK MOBILE APPSConfidential and Copyright © 2010-2012 51
    • AUGMENTED REALITY: STELLA ARTOIS BAR GUIDEConfidential and Copyright © 2010-2012 52
    • AUGMENTED REALITY: PERSONAL ASSISTANTConfidential and Copyright © 2010-2012 53
    • AUGMENTED REALITY: 360 DEGREE AIRBUSConfidential and Copyright © 2010-2012 54
    • AUGMENTED REALITY: 360 DEGREE CAR DEMOConfidential and Copyright © 2010-2012 55
    • AUGMENTED REALITY: MINI- SUBConfidential and Copyright © 2010-2012 56
    • FORTRESS BRANDING 57
    • FORTRESS BRANDING:Confidential and Copyright © 2010-2012 58
    • FORTRESS BRANDING: HEINEKEN - INTERNATIONALConfidential and Copyright © 2010-2012 59
    • FORTRESS BRANDING: HEINEKEN - INTERNATIONALConfidential and Copyright © 2010-2012 60
    • FORTRESS BRANDING: CASTLE LITE – KENYA: K1Confidential and Copyright © 2010-2012 61
    • FORTRESS BRANDING: PERONI – KENYA: CASA BLANCAConfidential and Copyright © 2010-2012 62
    • FORTRESS BRANDING: PERONI – KENYA: CASA BLANCAConfidential and Copyright © 2010-2012 63
    • FORTRESS BRANDING: PERONI – KENYA: CASA BLANCAConfidential and Copyright © 2010-2012 64
    • FORTRESS BRANDING: PERONI – KENYA: SANKARAConfidential and Copyright © 2010-2012 65
    • SOCIAL RETAILING 66
    • SOCIAL RETAILING: SOCIAL MEDIA IS A BAD EXPRESSION AS IT SUGGESTS THAT BY USING IT YOU ARE PER DEFINITION A SOCIAL COMPANY. BUT MEDIA ARE NOT SOCIAL. PEOPLE ARE. THAT MEANS THAT USING SOCIAL MEDIA IS NOT AN EXCUSE FOR NOT DOING THE HOMEWORK ON BRANDING ETC AS COMPANIES HAVE BEEN DOING THE LAST CENTURY. IT IS NOT VERY DIFFERENT FROM YESTERDAY. EXCEPT FOR IF YOU MESS THINGS UP, EVERYBODY WILL KNOW AND LAUGH AT YOU.Confidential and Copyright © 2010-2012 67
    • SOCIAL RETAILING: The world of social media is littered with brand mentions and recommendations from friends, friends of friends, and perfect strangers. Now, more than ever, consumers are turning to social media and the digital space for product research before purchase.Confidential and Copyright © 2010-2012 68
    • SOCIAL RETAILING: • 76 percent of consumers recommend companies they trust to a friend or colleague (Source: Edelman) • Millennials are highly-skeptical of brand content and marketing in social media, instead 86 percent of consumers in that group say that user-generated content has more influence on what they buy (Source: Bazaarvoice Study) • 62 percent of all online shoppers read product-related comments from friends on Facebook, with 75% of these shopper clicking through to the retailers site (Source: Sociable Labs Social Impact Consumer Study)Confidential and Copyright © 2010-2012 69
    • SOCIAL RETAILING: With increased social recommendations being at the forefront of information gathering and product/brand discovery, it‟s incredibly important that brands are taking advantage of these touch points and creating opportunities for consumers to create, share, and interact with recommendations via social networks, forums, blogs, and brand-owned websites and storefronts.Confidential and Copyright © 2010-2012 70
    • SOCIAL RETAILING: FRIENDS & INFLUENCERS• 57 percent of shoppers are more likely to buy after receiving opinions from friends (Source: Sociable Labs Social Impact Consumer Study)• The top-two reasons consumers are driven to action are:1) Their friends shared reasons the bought a product or prefer a brand2) Their friends shared discounts (Source: Sociable Labs Social Impact Consumer Study)Confidential and Copyright © 2010-2012 71
    • SOCIAL RETAILING: FRIENDS & INFLUENCERS With the increase in reliance on friends and influencers in the purchase decision process, brands must activate influencers and engage current customers in content and programs that not only continue to meet the needs of current customers or brand advocates, but also provide valuable information or potential customers when shared. Brands must also build sharing actions and functionality into their sales, marketing, and purchase processes in order to create sufficient levels of social content.Confidential and Copyright © 2010-2012 72
    • SOCIAL RETAILING: ENTERTAINMENT Users engaged with TV and movie content aren‟t simply sitting on the coach or in a theatre watching the entertainment anymore. Mobile devices and applications aimed at bringing users deeper into the entertainment experience are quickly becoming the norm. As brands, products, and services are increasingly inserted in entertainment, the chance for integration with social entertainment experiences increases. While the apps in market are still in the early days, the facts about mobile device and PC use while consuming entertainment are undeniable.Confidential and Copyright © 2010-2012 73
    • SOCIAL RETAILING: ENTERTAINMENT • 86 percent of tablet owners and 88% of smartphone owners in the U.S. use them while watching TV (Source: Nielsen) • The 2012 Super Bowl saw 8 commercials mention Twitter and 8 mention Facebook – the most ever (Source: Advertising Age) • U.S. and U.K. consumers have higher simultaneous use of TV and smartphones/tablets than the rest of the world… combined (Source: Nielsen)Confidential and Copyright © 2010-2012 74
    • SOCIAL RETAILING: ENTERTAINMENT With a number of clear app leaders and opportunities for branded content delivery alongside and within entertainment content via mobile and tablets, brands must develop a strategy that incorporates advertising and content in order to tie existing on-screen integrations into digital campaigns for extended reach and added impact.)Confidential and Copyright © 2010-2012 75
    • SOCIAL RETAILING: IMAGE-BASED SOCIAL NETWORKS There‟s something about an image. Where it was that they once were worth a thousand words, images are now translating not only into words, but into real dollars for brands. The emergence of visual bookmarking site Pinterest and the super-simple mobile image sharing network Instagram have increased the importance of a brand image strategy.Confidential and Copyright © 2010-2012 76
    • TRACKING 77
    • SOCIAL RETAILING: TRACKINGConfidential and Copyright © 2010-2012 78
    • SOCIAL RETAILING: TRACKINGConfidential and Copyright © 2010-2012 79
    • SOCIAL RETAILING: TRACKINGConfidential and Copyright © 2010-2012 80
    • INSTORE EXPERIANCE 81
    • SOCIAL RETAILING: IN-STORE EXPERIENCEConfidential and Copyright © 2010-2012 82
    • SOCIAL RETAILING: IN-STORE EXPERIENCEConfidential and Copyright © 2010-2012 83
    • SOCIAL RETAILING: IN-STORE EXPERIENCEConfidential and Copyright © 2010-2012 84
    • SOCIAL RETAILING: IN-STORE EXPERIENCEConfidential and Copyright © 2010-2012 85
    • IN CONCLUSION: YOU ARE YOUR PHONE YOUR PHONE IS YOUConfidential and Copyright © 2010-2012 86
    • IN CONCLUSION: YOU ARE YOUR PHONE YOUR PHONE IS YOUConfidential and Copyright © 2010-2012 87
    • IN CONCLUSION: YOU ARE YOUR PHONE YOUR PHONE IS YOUConfidential and Copyright © 2010-2012 88
    • IN CONCLUSION: YOU ARE YOUR PHONE YOUR PHONE IS YOUConfidential and Copyright © 2010-2012 89
    • CONTACT US 8brand Contact: Laine Barnard Email: laine@8brand.co.za Head Office: +27 21 423 2509 Website: www.8brand.co.zaConfidential and Copyright © 2010-2012 90
    • THANK YOU 91