116111 Marketing Analysis


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116111 Marketing Analysis

  1. 1. New Number - New Opportunities? ANALYSIS AND ASSESSMENT OF 116 111 AS A GLOBAL MARKETING PRODUCT Milan, 4 October 2009
  2. 2. Table of Content <ul><li>The Vision </li></ul><ul><li>The Objective </li></ul><ul><li>The Analysis </li></ul><ul><ul><li>The Characteristics and Potential Benefits of 116111 </li></ul></ul><ul><ul><li>The Situation in the Different Countries. </li></ul></ul><ul><li>Conclusions </li></ul>
  3. 3. The Vision
  4. 4. The Vision <ul><li>To develop and build a international brand for 116 111. </li></ul>Brand? Benefits? Opportunities?
  5. 5. The Objective
  6. 6. The Objective <ul><li>The objective of the analysis was to find out if, and in case how, the Pan European harmonized number, 116111, could be branded internationally to the benefit the children. </li></ul><ul><li>This implied: </li></ul><ul><ul><li>An analysis of the characteristics and potential benefits of the number 116111. </li></ul></ul><ul><ul><li>An analysis of the situation and marketing activities of those child helplines that already used or planned to use 116111. </li></ul></ul><ul><li>The analysis would help to identify any opportunities to brand 116111. </li></ul>
  7. 7. 116111? Analysis Opportunities 116111!
  8. 8. A Brand...?
  9. 9. We all know it when we see one…
  10. 10. A Brand = <ul><li>A guaranty of quality </li></ul><ul><li>Assist to make choices </li></ul><ul><li>Inspire confidence </li></ul><ul><li>Create a sense of familiarity </li></ul>
  11. 11. Global Brand
  12. 12. Our Global Brand ?
  13. 13. The Analysis
  14. 14. Table of Content <ul><li>The Characteristics and Potential Benefits of 116111. </li></ul><ul><li>The Situation in the Different Countries. </li></ul>
  15. 15. The Characteristics and Potential Benefits of 116111
  16. 16. 116111 Characteristics <ul><li>Facts </li></ul><ul><ul><li>European : Same number for children and youth aged 0-18 in need in every European country. </li></ul></ul><ul><ul><li>Number : 6 digits. </li></ul></ul><ul><ul><li>New : It is a new number. </li></ul></ul><ul><li>Variables </li></ul><ul><ul><li>Accessibility : The number should be accessible from all landlines and mobiles. </li></ul></ul><ul><ul><li>Toll-free : Calls from landlines, and ideally mobile phones, should be toll-free. </li></ul></ul><ul><ul><li>Anonymity : Number should not appear on display, in call list or on phone bill. </li></ul></ul>
  17. 17. 116111 Potential Benefits for Children <ul><li>European </li></ul><ul><li>Number </li></ul><ul><li>New </li></ul><ul><li>Accessibility </li></ul><ul><li>Toll-free </li></ul><ul><li>Anonymity </li></ul>+ Benefit of knowing that every child in Europe uses the same number to call their local helpline could give a feeling of “not being alone” or “part of a bigger community”. + Benefit if local country child helpline number is longer. - Benefit if local country child helpline number is shorter. + Benefit for countries not using 116 111. + Benefit if not offered by country helpline already.
  18. 18. The Situation in the Different Countries
  19. 19. Country Child Helpline Analysis <ul><li>The child helplines were analysed in terms of: </li></ul><ul><ul><li>Current Local Number - both non- and 116111 users </li></ul></ul><ul><ul><ul><li>What are the characteristics of the child helpline number in the country? </li></ul></ul></ul><ul><ul><ul><li>What was the motivation to use 116111? </li></ul></ul></ul><ul><ul><li>Child Helpline Situation </li></ul></ul><ul><ul><ul><li>What is the general status of the child helpline in terms of history, users, children’s issues to awareness and attitudes etc.? </li></ul></ul></ul><ul><ul><ul><li>What is the general visual appearance in terms of logo to marketing materials? </li></ul></ul></ul>
  20. 20. Country Child Helpline Questionnaire
  21. 21. Country Child Helpline Questionnaire
  22. 22. Country Child Helpline Questionnaire
  23. 23. 116 111 Country Status per January 2009
  24. 24. 116 111 Country Status per July 2009
  25. 25. Characteristics of local child helpline number <ul><li>The child helplines serve the same purpose: helping children and youth in need. However, the characteristics vary from country to country: </li></ul><ul><li>Age </li></ul><ul><ul><li>Almost all child helplines covers the same age group, 0-18. </li></ul></ul><ul><li>Accessibility </li></ul><ul><ul><li>Most of the national numbers can be reached from local landlines, payphones and mobiles. </li></ul></ul><ul><li>Toll-free </li></ul><ul><ul><li>Most of the local countries helplines are free of charge from landlines and mobile phones, however the latter with a few exceptions. </li></ul></ul>
  26. 26. Characteristics of local child helpline number <ul><li>Anonymity </li></ul><ul><ul><li>If a number is toll-free it will not appear on the phones. </li></ul></ul><ul><ul><li>However, if not toll-free, it is likely the number appear. </li></ul></ul><ul><li>Number digits </li></ul><ul><ul><li>The numbers vary throughout Europe from 3 digits to 11 digits </li></ul></ul><ul><ul><li>A few countries have more than one number, either divided on age group or by means of communication, landline, payphone or mobile. </li></ul></ul><ul><li>Availability </li></ul><ul><ul><li>About 50% of the local helplines are available 24/7, 365 </li></ul></ul><ul><ul><li>The other half vary in opening hours. </li></ul></ul><ul><li>Reachable </li></ul><ul><ul><li>As most of the numbers are national, only a few can be called from outside the country. </li></ul></ul>
  27. 27. Characteristics of local child helpline number - overview -6 digits +6 digits
  28. 28. Visual Appearance <ul><li>As each child helpline has been established independent of each other over the last 30+ years, it is obvious that every single one of them has its individual visual appearance (e.g. logo, corporate identity) and done marketing and communications locally based on local situations. </li></ul><ul><li>Some child helplines are named after their phone numbers. </li></ul><ul><li>Some child helplines use slogans in their names. </li></ul>
  29. 29. Visual Appearance Child Helplines in Europe
  30. 30. From Awareness To Attitudes Towards Child Helplines Among Children
  31. 31. Users - Europe Average <ul><li>Gender </li></ul><ul><ul><li>Boys 42% </li></ul></ul><ul><ul><li>Girls 48% </li></ul></ul><ul><ul><li>Unknown 10% </li></ul></ul><ul><li>Age </li></ul><ul><ul><li>0-6 4.3% </li></ul></ul><ul><ul><li>7-9 11.4% </li></ul></ul><ul><ul><li>10-12 19.0% </li></ul></ul><ul><ul><li>13-15 39.6% </li></ul></ul><ul><ul><li>16-17 19.1% </li></ul></ul><ul><ul><li>18+ 5.7% </li></ul></ul>30.4% 58.7% Source: Connecting to Children 2006 (22 helplines) 89.1%
  32. 32. Users Issues - Europe Average <ul><li>Reasons why children contact child helplines (top 5) </li></ul><ul><ul><li>Peer relations: 22% </li></ul></ul><ul><ul><li>Sexuality 17% </li></ul></ul><ul><ul><li>Abuse & violence 16% </li></ul></ul><ul><ul><li>Family relationships 12% </li></ul></ul><ul><ul><li>Mental 12% </li></ul></ul>Source: Connecting to Children 2006 (22 helplines)
  33. 33. Motivation to Use 116111 (target: Children) = positive = neutral = negative Message Country Shorter/easier Part of Europe Toll-free A B C D E F G H I J K L M
  34. 34. Conclusions
  35. 35. Conclusions <ul><li>The benefit of the 116 111 number is different from country to country - for some: </li></ul><ul><ul><li>A clear benefit (e.g. toll-free) </li></ul></ul><ul><ul><li>A minor benefit (e.g. shorter number) </li></ul></ul><ul><ul><li>Potentially a negative benefit (e.g. number gets longer). </li></ul></ul><ul><li>Additionally, the countries are using different telecommunication companies, have a different history, offer different services; have a different visual appearance. </li></ul><ul><li>Finally, the timings for the implementation, launch and benefits of the 116111 number differ. </li></ul>
  36. 36. How Child helplines perceive the Awareness Effect a Pan-European Message would have on children in their countries – see example next slide = positive = neutral = negative Message Country Shorter/easier Part of Europe Toll-free A B C D E F G H I J K L M Awareness Effect
  37. 37. Example
  38. 38. Conclusions <ul><li>At this stage we could conclude that it would not make sense to brand 116111 internationally , because: </li></ul><ul><ul><li>Not one of the 116111-benefits is relevant and applicable for all child helplines using the number. </li></ul></ul><ul><ul><li>Therefore any Pan-European message would at the moment conflict with one or more child helplines . </li></ul></ul><ul><ul><li>Also visual appearances would create conflict. </li></ul></ul><ul><ul><li>Could make believe that the number is reachable from abroad. </li></ul></ul><ul><ul><li> These conflicts could eventually create confusion amongst children. </li></ul></ul><ul><li> In two countries it would have a direct negative effect on the child helpline. </li></ul>
  39. 39. BUT, <ul><li>It Does Not Change The Fact That All Child Helplines Share The Mission, Helping Children And Youth In Need, And That 1161111 Has Enrolled And Will Enroll Further In The European Region. </li></ul><ul><li>And That Means, There Are A Number Of Other Opportunities To Join Hands In Marketing 116 111… </li></ul>