1

How marketing research and analytics helped
in branding and positioning of StarHub

Darren Choo
Director, Customer Insi...
2

StarHub
• StarHub, Singapore's second largest info-communication
company, offers a full and diverse range of informatio...
3

Mobile

Cable TV

The Hubbing
Advantage

Fixed Line

Broadband
4

Agenda
• How Market
Research and
• Analytics helped in
StarHub Branding
5

The Challenge of StarHub Branding
One is the boyfriend - provide the fun and enjoyment.
The other is the husband - will...
6

Topic
• Business positioning of products
based on market research
– Produce a strategy that appeals to
consumer base - ...
7

The Law of the Mind
• Law No 3
• The Law of the Mind
says it is better to be
first in the mind than
first in the
market...
8

StarHub – Many Firsts to Market
Innovative Services
•
•
•
•
•
•
•
•
•
•

•

First to launch free incoming calls
First t...
9

The Law of the Mind
• Law No 3
• “You can’t change a mind
once it is made up”
• “The single most wasteful
thing you can...
10

Probably StarHub’s most memorable
icon….
11
12

The Law of Exclusivity
13

The Law of Exclusivity
• Law No 6
• The Law
of Exclusivity says
that "Two
companies cannot
own the same word
in the pr...
14

What’s the Branding for the combined
entity that is differentiated from our
competitor?
15

Universal Needs
Security
Safe secure environment
where basic physical +
financial needs are met.

Harmony
Having inner...
16

Universal Needs
Individuality
Being self +
having desire to
express self.
Fun
Actively demonstrating
pleasure + enjoym...
17

Universal Needs
Belonging
Belonging
to family,
tribe or
social group. Receiving trust
+ acceptance from the group

Res...
Company A

Company B

StarHub





Individuality





Fun





Universal needs
i) State of being for self

Security
...
19

Harmony & Well Being
Fun

Love
Security

20
Tradition

Harmony and Well Being
Knowledge

Well
being

Harmony
Freedom
Leadership

Control

Belon...
One to Two Years Later…
100
80
60

Fun brand
40
20
0

StarHub
One to Two Years Later…
80

Gap between SH &
Competition

Fun brand

60

40

20

0

2003

-20

2004

2005
23

The Law of the Mind
• Law No 3
• “You can’t change a mind
once it is made up”
• “The single most wasteful
thing you ca...
24

A New Positioning Model
How can the brand offer
me more vitality,
inspiration, experience?

Freedom, pleasure,
spontan...
25

Brands That Sum Up These Positions
Enjoyment

Vitality

Conviviality

Power

Belonging

Security

Recognition

Control
26

Cultural frame of reference
Extrovert, freedom,
high confidence

Individualism,
progressive,
independence

Asia
cultur...
27

A New Positioning Model
Active, sporty, energetic,
courage, innovative,
creative, adventurous,
open minded, venturing
...
28

Future Face of Starhub
- Imagery, personality & values
29

StarHub Brand Ad
30

How do we apply
analytics to
branding?
31

Econometric Modelling
32

Econometrics in Branding
Econometrics calculates the value of branding efforts
How to Optimize to
get best ROI

Curren...
33

Branding RoIs Across Different Media
and Product Lines
Media RoIs across Lines of Business and Media
14
Media x
Media ...
34

Campaign Evaluation
Evaluate campaign performance – cross-learnings

Internal
Sales
Tracking

Market
Research

Sales R...
I AM A HUB – Market Research
Customer Study helped StarHub understand customer perception
of various media of the campaign...
36

Creating a Powerful Linkage between
Campaign Performance and Sales Funnel

Campaign Performance

Sales Funnel
37

Effectiveness of Media By AIDA Stages
Effectiveness of Media A campaign appears to be effective in the
Awareness, Inte...
38

Effectiveness of Media By AIDA Stages
Effectiveness of Media B campaign appears to be effective in the
Persuasion stag...
39
40

Thank You
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How marketing research and analytics helped in branding and positioning of StarHub 2007

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How marketing research and analytics helped in branding and positioning of StarHub 2007

  1. 1. 1 How marketing research and analytics helped in branding and positioning of StarHub Darren Choo Director, Customer Insights Integrated Products & Marketing StarHub
  2. 2. 2 StarHub • StarHub, Singapore's second largest info-communication company, offers a full and diverse range of information, communications and entertainment services. • StarHub targets at both consumer and corporate markets,
  3. 3. 3 Mobile Cable TV The Hubbing Advantage Fixed Line Broadband
  4. 4. 4 Agenda • How Market Research and • Analytics helped in StarHub Branding
  5. 5. 5 The Challenge of StarHub Branding One is the boyfriend - provide the fun and enjoyment. The other is the husband - will talk to you, can survive with all his knowledge, stable. Merger in 2002 Brand Reincarnation!
  6. 6. 6 Topic • Business positioning of products based on market research – Produce a strategy that appeals to consumer base - concept of “Law of Mind” – Maintain competitive edge over competitors and keeping focus on individual territories
  7. 7. 7 The Law of the Mind • Law No 3 • The Law of the Mind says it is better to be first in the mind than first in the marketplace.
  8. 8. 8 StarHub – Many Firsts to Market Innovative Services • • • • • • • • • • • First to launch free incoming calls First to launch per-second billing First to launch free IDD First to launch unlimited broadband First to launch 100 mbps broadband First to launch free fixed line First to launch free mobile portal browsing First to launch a convergent PVR with Cable Modem First to launch quadruple play First to be positioned as multiservice, multi-platform provider etc
  9. 9. 9 The Law of the Mind • Law No 3 • “You can’t change a mind once it is made up” • “The single most wasteful thing you can do in marketing is try to change a mind” • It’s because “people don’t like to change their minds”
  10. 10. 10 Probably StarHub’s most memorable icon….
  11. 11. 11
  12. 12. 12 The Law of Exclusivity
  13. 13. 13 The Law of Exclusivity • Law No 6 • The Law of Exclusivity says that "Two companies cannot own the same word in the prospect's mind."
  14. 14. 14 What’s the Branding for the combined entity that is differentiated from our competitor?
  15. 15. 15 Universal Needs Security Safe secure environment where basic physical + financial needs are met. Harmony Having inner sense of balance + harmony resulting in calm approach to living Control Love Reaching out beyond self to give + receive love from those one cares about Having sense of control over environment + circumstances so that one can plan for + live orderly life + achieve personal goals Well Being Freedom State of positive physical + mental health resulting in relaxed enjoyment of life Living in that is which personal freedom, growth a context liberating + encourages + expression
  16. 16. 16 Universal Needs Individuality Being self + having desire to express self. Fun Actively demonstrating pleasure + enjoyment, often in a energetic way 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 Self indulgence Taking pleasure in the satisfaction of personal desires, often at the purely physical level Knowledge Being smart + having natural intelligence to learn from logic of experience
  17. 17. 17 Universal Needs Belonging Belonging to family, tribe or social group. Receiving trust + acceptance from the group Respect Being respected as individual + recognised for achievements Attractiveness Leadership Making a positive physical impression on others. Driven by need to be admired, desired, remembered Demonstrating leadership, having power + ability to control situations resulting in achievement + success
  18. 18. Company A Company B StarHub   Individuality   Fun   Universal needs i) State of being for self Security  Freedom Love  Harmony Well-being Control  ii) Individual desire for self Knowledge  Self indulgence  iii) One’s root Tradition  iv) Social needs (desires of how one wants to be seen/treated by others) Belonging  Respect  Leadership  Attractiveness  18
  19. 19. 19 Harmony & Well Being
  20. 20. Fun Love Security 20 Tradition Harmony and Well Being Knowledge Well being Harmony Freedom Leadership Control Belonging Individuality Respect Self Indulgence Attractiveness
  21. 21. One to Two Years Later… 100 80 60 Fun brand 40 20 0 StarHub
  22. 22. One to Two Years Later… 80 Gap between SH & Competition Fun brand 60 40 20 0 2003 -20 2004 2005
  23. 23. 23 The Law of the Mind • Law No 3 • “You can’t change a mind once it is made up” • “The single most wasteful thing you can do in marketing is try to change a mind” • It’s because “people don’t like to change their minds”
  24. 24. 24 A New Positioning Model How can the brand offer me more vitality, inspiration, experience? Freedom, pleasure, spontaneous, Fun inspiration, expand your world How can the brand help me to experience more fun, more spontaneity and pleasure? Stimulation How can the brand help me to achieve affirmation, self Ego my confidence, self desired image Image and expression, showing or success one’s identity identity and power? How can the brand help me to be competent and control my life? FUNDAMENTAL MEANING OF MOBILE PHONES, IDD, BROADBAND & CABLE TV = Offers power to transcend both real and psychological constraints so that people can decide how they want to interact and manage the world they live in Sharing and Bonding Fitting in, sharing with others, sense of belonging Security Control Control, efficiency, manage your life How can the brand help me to build open relationships with others and let me care and enjoy people close to me? How can the brand make me feel protected and secure?
  25. 25. 25 Brands That Sum Up These Positions Enjoyment Vitality Conviviality Power Belonging Security Recognition Control
  26. 26. 26 Cultural frame of reference Extrovert, freedom, high confidence Individualism, progressive, independence Asia culture on the move Culture s Introvert, control, insecurity, low confidence Singapore Belonging, regressive, dependency
  27. 27. 27 A New Positioning Model Active, sporty, energetic, courage, innovative, creative, adventurous, open minded, venturing into new territories ambitious, unconventional, smart Freedom, pleasure, spontaneous, Fun inspiration, expand your world Outgoing, cheerful, trendy, fun, enjoyment, self indulgence, warmth, friendly, sociable, less mature, naive and a bit superficial Stimulation StarHub Ego affirmation, self confidence, self Image and expression, showing one’s identity identity Company B Sharing and FUNDAMENTAL MEANING OF MOBILE PHONES, IDD, BROADBAND & CABLE TV = Offers power to transcend both real and psychological constraints so that people can decide how they want to interact and manage the world they live in Company A Control Control, efficiency, manage your life Bonding Fitting in, sharing with others, sense of belonging Authoritative, leader, elegant, high class, mature, strong, stable, Security trustworthy, traditional, conservative, ambitious
  28. 28. 28 Future Face of Starhub - Imagery, personality & values
  29. 29. 29 StarHub Brand Ad
  30. 30. 30 How do we apply analytics to branding?
  31. 31. 31 Econometric Modelling
  32. 32. 32 Econometrics in Branding Econometrics calculates the value of branding efforts How to Optimize to get best ROI Current Scenario ILLUSTRATIVE Significant increase in budget Branding Product A OTHER MARKETING ACTIVIES A% Branding Product A X% Branding Product B Branding Product B Y% BRANDING SPEND B% REVENUE Branding Product c SPEND TODAY Branding Product c Optimized Spend
  33. 33. 33 Branding RoIs Across Different Media and Product Lines Media RoIs across Lines of Business and Media 14 Media x Media y 12 Media z 10 Branding RoI Media y 8 Media x 6 Media z 4 Media x 2 Media y Media x Media y Media z 0 Product A Product B Product C Product D Line of Business Sources: Modeling results
  34. 34. 34 Campaign Evaluation Evaluate campaign performance – cross-learnings Internal Sales Tracking Market Research Sales Results Integrate to obtain cross-learnings Analytics Results
  35. 35. I AM A HUB – Market Research Customer Study helped StarHub understand customer perception of various media of the campaign TV Bus-Stop Posters MRT Travelator ILLUSTRATIVE AD Recall Attention Catching Likeability Persuasion 35
  36. 36. 36 Creating a Powerful Linkage between Campaign Performance and Sales Funnel Campaign Performance Sales Funnel
  37. 37. 37 Effectiveness of Media By AIDA Stages Effectiveness of Media A campaign appears to be effective in the Awareness, Interest and Desire stages of the sales funnel Awareness Interest Desire 20.0 Action Media A Effectiveness 20.0 15.0 Media A RoI Media A RoI Campaign A Campaign B 10.0 5.0 15.0 10.0 5.0 2 2 Campaign C R = 0.9459 R = 0.8591 0.0 0.0 50 100 150 50 Awareness Index 150 Likeability Index 20.0 15.0 15.0 Media A RoI 20.0 Media A RoI 100 10.0 5.0 10.0 5.0 R2 = 0.4539 2 R = 0.9997 0.0 0.0 50 100 Standout Index 150 50 100 Persuasion Index 150
  38. 38. 38 Effectiveness of Media By AIDA Stages Effectiveness of Media B campaign appears to be effective in the Persuasion stage of the sales funnel Awareness Interest Desire 8.0 Campaign B 6.0 Media B RoI Media B RoI 7.0 Campaign A Campaign C 5.0 4.0 2 R = 0.0068 3.0 2.0 1.0 Campaign D 50 100 150 Media B Effectiveness 10.0 9.0 8.0 7.0 6.0 5.0 4.0 3.0 2 R = 0.4274 2.0 1.0 0.0 0.0 0 Action 200 0 Awareness Index 50 100 150 200 Likeability Index 10.0 9.0 8.0 14.0 7.0 6.0 5.0 4.0 3.0 Media B RoI Media B RoI 12.0 2 R = 0.29 2.0 1.0 0.0 10.0 8.0 6.0 4.0 R2 = 0.5113 2.0 0.0 0 50 100 150 Standout Index 200 0 50 100 150 Persuasion Index 200
  39. 39. 39
  40. 40. 40 Thank You

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