Millward Brown
HELPING YOUR BRANDS GROW

1
WE ARE
THE WORLD’S

LEADING EXPERT
IN

helping clients

GROW
great brands

2
BRAND EQUITY is only ONE of the
ways we create Meaningful Impact
for our clients

3
Our Areas of Focus

meaningfully

DIFFERENT

4
Our Areas of Expertise – Brand Media & Comms

Brand
Tracking

Digital

CrossMedia

Brand
Strategy

Social

Brand
Valuation...
Market Leadership and Consulting
ANNUAL DIGITAL
PREDICTIONS

BRAND
VALUE

PERSPECTIVES
SERIES

ENGAGING DISPLAY
CAMPAIGNS
...
90%

of the world’s

LEADING BRANDS
7
Our clients exceed market returns to
shareholders
Millward Brown Top 20* Clients vs. S&P 500
(Jan 2005 - July 2012)

60%
4...
Global Presence (90 offices), Local Expertise
(research over 70 languages)

MENA – Dubai & Cairo (2012), KSA in (Dec’13)
A...
Great
metrics,
need great
data
capturing
techniques
10
One answer
is mobile
interviewing

11
Why consider mobile surveys?
ACTUALLY THE REAL QUESTION SHOULD BE WHY NOT?

1.5
BILLION
37%
GROWTH
15%
OF WEB
12

smartpho...
Nearly 40% of web traffic in KSA comes from a mobile phone
device and not from a desktop

13
This is not surprising since KSA ranks third in the world with
over 70% smart phone penetration.

14
MOBILE SURVEYS GIVE YOU INCREDIBLE
SHORT TERM ADVANTAGES
 Consumers are connected to
their mobile phones all the time
and...
MOBILE SURVEYS WILL HELP YOU
FUTURE PROOF YOUR INSIGHTS
 Door to door access will get increasingly difficult and expensiv...
Data quality
is impressive
on Mobile

17
KEY INSIGHTS WE HAVE SEEN FROM THE DATA

18
ACCESS TO
HIGHER
INCOME
HOUSEHOLDS
MOBILE GIVES US BETTER ACCESS TO HIGHER INCOME HOUSEHOLDS (MORE
19
VALUABLE CUSTOMERS) ...
MOBILE DATA
MATCHES UP
TO MARKET
SHARE

20

OVER TIME, MOBILE DATA MATCHES UP TO MARKET REALITY EVEN MORE
DUE TO THE ABILI...
MORE HONEST
FEEDBACK
SELF-COMPLETION MODE MEANS THAT RESPONDENTS
ARE MORE DISCRIMINATING TOWARDS BRANDS,
GIVING US MORE HO...
NOT AN ISSUE CAPTURING
OPEN ENDED RESPONSES
22
SCREEN SIZE
DOESN’T MATTER –
RESPONSES ARE
CONSISTENT

23
AS OF NOV 2013, WE HAVE INTERVIEWED 10,000+ CONSUMERS
IN ASIA, AFRICA AND MIDDLE EAST THROUGH THEIR MOBILE.

24
Our mobile fieldwork partner is ODR

WITH UP TO 1500 NEW PANELISTS BEING ADDED EACH MONTH
25
How does it work? Give it a try
If you have an active data connection, go to your mobile browser and type in the following...
THE TWO KSA STUDIES IN FIGURES

83%

answered
the surveys
using a
smartphone

65%

answered
the surveys
using an Apple
iOS...
Brand Equity
Study completed
via Mobile in
KSA
Cars & Banking

28
EQUITY OF LEADING CAR
BRANDS

29
Take a Guess–
Which Brands have higher Power?

Power
12

30
What is driving Toyota’s Power?

People consider the brands that are most
salient – the ones that come to mind
quickest wh...
Leading car brands in Saudi Arabia

Power
12
Power can transform quickly…
25%
20%
15%
2011
2013

10%
5%
0%

Toyata

Ford

Hyundai

Mercedes-Benz

BMW

Over the last co...
Changing demographics also impacting power shift:
Younger Saudis lean towards Hyundai and BMW
POWER SCORES
IN 2013

TOTAL
...
What contributes to being
Meaningful & Different in cars?

35
What is driving Meaningful & Difference for cars in
KSA?
Contribution to Meaningful
Proud to drive

Contribution to Differ...
What drives Power for Cars in KSA?
Costs more
2%
Does not
meet my
needs -5%

Acceptable
price 18%

Stylish 22%

POWER

Pro...
Power differences across mid range car brands
Average
Endorsement
across category

Better to drive than others in their
cl...
Power differences across prestige brands
Average
Endorsement across
category

Mercedes Benz

BMW

Better to drive than oth...
From Power to Volume Share
Tapping in to brand’s potential

40
POWER % vs. POTENTIAL
80

Mercedes-Benz

POTENTIAL (Likelihood to gain market share)

70

BMW
60

GMC
Honda

50

Toyota

F...
For Toyota, analysis of the barriers & facilitators shows
that a significant part of Toyota market share comes from
conver...
Quick look at the Saudi Banks

43
Take a Guess–Which Brands have higher Power?

Al Rajhi
Top banks in Saudi Arabia
Al Rajhi

Meaningful
136

Salient
165
Power
35.2

Different
120
•Market leader across all region...
Offering emotional assurance is even more important than
offering attractive rates when chasing customers.

What drives Br...
TO SUM UP….
The MDS framework:
- Helps you build meaningful brands & grown brand value
- Holistic in approach, yet can dia...
Thank You

48
Any questions?
Or for more information, please contact
Charles Foster
charles.foster@millwardbrown.com

49
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Millward Brown Saudi Arabia - Brand Equity

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Millward Brown Saudi Arabia - Brand Equity

  1. 1. Millward Brown HELPING YOUR BRANDS GROW 1
  2. 2. WE ARE THE WORLD’S LEADING EXPERT IN helping clients GROW great brands 2
  3. 3. BRAND EQUITY is only ONE of the ways we create Meaningful Impact for our clients 3
  4. 4. Our Areas of Focus meaningfully DIFFERENT 4
  5. 5. Our Areas of Expertise – Brand Media & Comms Brand Tracking Digital CrossMedia Brand Strategy Social Brand Valuation Marketing Mix ROI Qualitative Copy Testing Neuroscience Consulting Marketing Science 5
  6. 6. Market Leadership and Consulting ANNUAL DIGITAL PREDICTIONS BRAND VALUE PERSPECTIVES SERIES ENGAGING DISPLAY CAMPAIGNS MOST VALUABLE BRANDS INSIGHTS PUBLICATIONS MEDIA 6
  7. 7. 90% of the world’s LEADING BRANDS 7
  8. 8. Our clients exceed market returns to shareholders Millward Brown Top 20* Clients vs. S&P 500 (Jan 2005 - July 2012) 60% 40% +29% 20% 0% -20% -40% -60% Jan-05 Jan-06 Jan-07 Jan-08 Jan-09 MB Top 20* Jan-10 Jan-11 SP500 Source: Bloomberg, Millward Brown, MB Optimor analysis * Portfolio is re-weighted annually based on top 20 client each year Jan-12
  9. 9. Global Presence (90 offices), Local Expertise (research over 70 languages) MENA – Dubai & Cairo (2012), KSA in (Dec’13) Africa – South Africa, Kenya, Ghana, Nigeria 9
  10. 10. Great metrics, need great data capturing techniques 10
  11. 11. One answer is mobile interviewing 11
  12. 12. Why consider mobile surveys? ACTUALLY THE REAL QUESTION SHOULD BE WHY NOT? 1.5 BILLION 37% GROWTH 15% OF WEB 12 smartphones and tablets will be installed globally by mid 2013 – overtaking laptops and PCs* in the number of global 3G subscribers in the past year** traffic comes via mobile – more than double last year; Mobile traffic share already over 50% in India and China*** *Source: Morgan Stanley Research; **Source: Informa WCIS; ***Source: StatCounter Global Stats, 9/12
  13. 13. Nearly 40% of web traffic in KSA comes from a mobile phone device and not from a desktop 13
  14. 14. This is not surprising since KSA ranks third in the world with over 70% smart phone penetration. 14
  15. 15. MOBILE SURVEYS GIVE YOU INCREDIBLE SHORT TERM ADVANTAGES  Consumers are connected to their mobile phones all the time and find it comfortable and engaging as a communication medium  better interview context  Pilot studies have shown that without interviewers (over)prompting, mobile data is more discriminating between brands and reflect market reality better  better data quality  Speed of data access and deliverables increases significantly. 15
  16. 16. MOBILE SURVEYS WILL HELP YOU FUTURE PROOF YOUR INSIGHTS  Door to door access will get increasingly difficult and expensive due to rising trend of gated communities where higher income respondents reside  better representativeness of the sample  Can integrate exciting possibilities offered by the smartphone platform: multimedia, geo-location (GPS), passive behaviour monitoring (once the smartphone penetration is sufficiently high). 16
  17. 17. Data quality is impressive on Mobile 17
  18. 18. KEY INSIGHTS WE HAVE SEEN FROM THE DATA 18
  19. 19. ACCESS TO HIGHER INCOME HOUSEHOLDS MOBILE GIVES US BETTER ACCESS TO HIGHER INCOME HOUSEHOLDS (MORE 19 VALUABLE CUSTOMERS) THAN TRADITIONAL DOOR-TO-DOOR INTERVIEWING CAN
  20. 20. MOBILE DATA MATCHES UP TO MARKET SHARE 20 OVER TIME, MOBILE DATA MATCHES UP TO MARKET REALITY EVEN MORE DUE TO THE ABILITY TO COVER WIDER GEOGRAPHIES NATIONALLY
  21. 21. MORE HONEST FEEDBACK SELF-COMPLETION MODE MEANS THAT RESPONDENTS ARE MORE DISCRIMINATING TOWARDS BRANDS, GIVING US MORE HONEST AND USEFUL FEEDBACK 21
  22. 22. NOT AN ISSUE CAPTURING OPEN ENDED RESPONSES 22
  23. 23. SCREEN SIZE DOESN’T MATTER – RESPONSES ARE CONSISTENT 23
  24. 24. AS OF NOV 2013, WE HAVE INTERVIEWED 10,000+ CONSUMERS IN ASIA, AFRICA AND MIDDLE EAST THROUGH THEIR MOBILE. 24
  25. 25. Our mobile fieldwork partner is ODR WITH UP TO 1500 NEW PANELISTS BEING ADDED EACH MONTH 25
  26. 26. How does it work? Give it a try If you have an active data connection, go to your mobile browser and type in the following URLs in the address line. Banking example: https://s.on-device.com/w/e1W • • • Males and Females Between 20-50 YO Currently has an active bank account in KSA. 26
  27. 27. THE TWO KSA STUDIES IN FIGURES 83% answered the surveys using a smartphone 65% answered the surveys using an Apple iOS device 9 days get 1000 completes 11 mins to complete on average for Auto 8 mins to complete on average for Banking 27
  28. 28. Brand Equity Study completed via Mobile in KSA Cars & Banking 28
  29. 29. EQUITY OF LEADING CAR BRANDS 29
  30. 30. Take a Guess– Which Brands have higher Power? Power 12 30
  31. 31. What is driving Toyota’s Power? People consider the brands that are most salient – the ones that come to mind quickest when the need arises. Salient Salient 156 156 Meaningful 128 Because people are predisposed to consider brands when they believe them to be meaningful. They meet their needs better than other brands and they appeal to them more than others. Power 19.3 Different 88 If a brand seeks to charge a premium, people will only do so if they believe the brand is meaningfully different in some way. Very Salient and Strongly Meaningful overall. Weak perceived difference is its main weakness as it is the most popular make in the country.
  32. 32. Leading car brands in Saudi Arabia Power 12
  33. 33. Power can transform quickly… 25% 20% 15% 2011 2013 10% 5% 0% Toyata Ford Hyundai Mercedes-Benz BMW Over the last couple of years, the brand equity scores of Toyota has come down at the expense of growth of brands like Ford and Hyundai. 33
  34. 34. Changing demographics also impacting power shift: Younger Saudis lean towards Hyundai and BMW POWER SCORES IN 2013 TOTAL SAMPLE Toyota 19.3% Ford 12.1% Hyundai 12% Mercedes-Benz 11.8% BMW 11.1% Chevrolet 9% Honda 9% Nissan GMC 34 Average Average Average Average 7% Lower than the average 30-50 YRS 8% Base: 20-29 YRS Average Average (400) (236) Higher than the average (164)
  35. 35. What contributes to being Meaningful & Different in cars? 35
  36. 36. What is driving Meaningful & Difference for cars in KSA? Contribution to Meaningful Proud to drive Contribution to Difference Driving experience Better to drive 26.6% Proud to drive 24.2% Better to drive Stylish design 17.0% 16.3% Acceptable price 14.0% Stylish design Acceptable price 20.9% Costs more Too cheap 3.1% 0.4% Doesn't meet needs - 12.4% 16.7% 1.7% Costs more Too cheap - 1.3% 29.9% Premium pricing Doesn't meet needs - 15.6% 36
  37. 37. What drives Power for Cars in KSA? Costs more 2% Does not meet my needs -5% Acceptable price 18% Stylish 22% POWER Proud to use 28% Better to drive 23% 37
  38. 38. Power differences across mid range car brands Average Endorsement across category Better to drive than others in their class 33% More stylish and better designed than others in their class 34% Would be proud to use 34% Acceptable price 13% Does not meet my needs 22% Costs more than you're prepared to pay 12% Too cheap 6% Toyota Ford 1% 1% -8% -10% -1% -2% -4% -15% -6% 13% -5% 9% 4% 9% -2% 1% -1% Hyundai -6% -3% 1% 2% 38
  39. 39. Power differences across prestige brands Average Endorsement across category Mercedes Benz BMW Better to drive than others in their class 33% 31% More stylish and better designed than others in their class 34% 29% Would be proud to use 34% Acceptable price 13% -11% Does not meet my needs 22% -13% Costs more than you're prepared to pay 12% Too cheap 6% 22% 36% 33% 38% -10% -2% 16% -5% 13% -1% 39
  40. 40. From Power to Volume Share Tapping in to brand’s potential 40
  41. 41. POWER % vs. POTENTIAL 80 Mercedes-Benz POTENTIAL (Likelihood to gain market share) 70 BMW 60 GMC Honda 50 Toyota Ford Chevrolet 40 Hyundai Nissan 30 While clocking in impressive sales nationally, Hyundai’s brand equity has yet to catch up with its sales volume. Needs to address weak perceptions around drive experience to improve the sense of prestige and pride to counter this 20 10 0 0.0% 41 Momentum for the luxury / premium brands continue to be strong going forward in KSA. Superior drive experience and particularly differentiated designs appeal to the younger car buyers. 5.0% 10.0% 15.0% POWER % (current equity share) Enjoying the lion share of the market but the path ahead is less clear. Challenged by the likes of Hyundai on price point and also seen to be held back by less differentiated design and exteriors compared to some of the newer market entries. 20.0% 25.0%
  42. 42. For Toyota, analysis of the barriers & facilitators shows that a significant part of Toyota market share comes from conversion of demand from other brands. OPPORTUNITY LOST through In-Market Activation Volume Share £ Brand Predisposition ¥ $ € The segment that will exit fastest if they could afford to ‘buy up’. Toyota should address some perceived weaknesses around design & drive exp Pre-disposed to Toyota but didn’t buy the brand Not pre-disposed (equity) to Toyota but bought anyway Were pre-disposed (high equity) and bought a Toyota
  43. 43. Quick look at the Saudi Banks 43
  44. 44. Take a Guess–Which Brands have higher Power? Al Rajhi
  45. 45. Top banks in Saudi Arabia Al Rajhi Meaningful 136 Salient 165 Power 35.2 Different 120 •Market leader across all regions. •Impressive scores on Meaningful and Salient which are important when choosing banks. •Overall very strong and positive disposition towards the bank. Salient 119 Meaningful 112 Power 17.6 Different 102 •Strong second player overall but held back by weaker scores in Riyadh. •Above category average on Meaningful and Salient but just about average on Difference.
  46. 46. Offering emotional assurance is even more important than offering attractive rates when chasing customers. What drives Brand Power? 28.3% Better Customer Service / Feels secure Better saving rates / Cheaper loans 25.6% Growing more popular 25.5% 10.7% Charges acceptable price Charges more Doesn't meet my needs 1.1% - 8.7% 46
  47. 47. TO SUM UP…. The MDS framework: - Helps you build meaningful brands & grown brand value - Holistic in approach, yet can diagnose in detail the barriers & facilitators to brand growth - Validated, forward looking and linked to brands’ financial performance. Digital data-collection is already a reality - Consumers are spending more time on digital devices - Gives us better access to different consumer profiles - Better quality data - Realistically shorter questionnaire (is the future) 47
  48. 48. Thank You 48
  49. 49. Any questions? Or for more information, please contact Charles Foster charles.foster@millwardbrown.com 49
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