Responding Effectively to Consumer Insights with Enhanced Branding Strategies 2005

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Responding Effectively to Consumer Insights with Enhanced Branding Strategies 2005

  1. 1. Responding Effectively to Consumer Insights with Enhanced Branding Strategies Darren Choo Snr Manager, Research & Planning, Consumer Marketing, StarHub
  2. 2. Responding Effectively to Consumer Insights with Enhanced Branding Strategies • Getting the proper insights and results will "enable" the organisation to act upon them and develop effective marketing strategies to develop your brand or product. • Applying consumer insights to branding strategies • Enhancing marketing plans through the use of objective data and consumer insights • Translating insights into advertising strategies that work
  3. 3. StarHub Customer Insights Department
  4. 4. 3 Tools of Opening the Door to Insights laddering expectancy-value models core/key values
  5. 5. …laddering
  6. 6. Laddering Features Tangible Benefits Intangible Benefits Core Needs
  7. 7. Laddering 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 Research International’s Universal Needs
  8. 8. Laddering Individuality Being self + having desire to express self. Fun Actively demonstrating pleasure + enjoyment, often in a energetic way 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 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 Research International’s Universal Needs
  9. 9. Laddering 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 Research International’s Universal Needs
  10. 10. Laddering Core Need Knowledge Respect Harmony Self-Indulgence Control Save time Intangible Benefits Tangible Benefits Feature Personal enrichment Perceived as trendy / opinion leader Greater enjoyment Won’t miss show Be ahead of friends Widen perspective Discovery Science / Health Make decision immediately Being a “pioneer” Better movie experience Latest Technology Better quality Can plan time better Can see all channels at the Ease of same time accessing show time EPG Video Mosaic
  11. 11. Laddering (DTV Ad) More channels Newer Programs Variety of Programs Common topic with friends Better Become a quality reference for others Keeping up to date Belonging Fun / Personal Self Indulgence enrichment Well-being Convenient EPG Knowledge / Respect Harmony Control / Freedom Save time – make immediate decision Video Mosaic More balanced views Variety of Programs
  12. 12. Laddering (DTV Ad) Insight Driven Advertising
  13. 13. IDD
  14. 14. Laddering (IDD) Competitor’s Space StarHub • Sense of assurance • Emotional heartwarming • Family – orientated • Fun, light-hearted • Sense of freedom control, and harmony Budget Call Chit Chat Be there for friend Fun Fun chats Call Friends IDD Small talks Belonging Love Call Family Freedom Security Control Less worry about cost / length of calls Check well-being Harmony Assure of well-being Get updates Call Back Serious talks
  15. 15. Laddering (IDD Ad) Insight Driven Advertising
  16. 16. Laddering High ad recall for StarHub’s Insight Driven Ads Ad recall% 65% Index 16 0 Index against 11 Telco TVCs 14 0 in 2005 12 0 69% 142 134 10 0 80 60 40 20 0 SH IDD 018 Smart Savings SH Introduces Digital Cable
  17. 17. Laddering High Effectiveness of StarHub’s Insight Driven Ads SH IDD 018 Smart Savings SH Introduces Digital Cable Index 300 261 241 224 250 208 181 200 185 190 151 150 148 157 135 129 100 50 0 Understandability Likeability Index against 11 Telco TVCs in 2005 Attention catching Believability Persuasion Wear out
  18. 18. …expectancy value models
  19. 19. Expectancy-value models Traditional Customer Satisfaction Measurement Brand A Brand B Brand C
  20. 20. Expectancy-value models Measurement from all directions Brand A Brand B Brand C
  21. 21. Expectancy-value models Mapping factors that influence brand choice Familiarity (Quality of Brand Awareness) PERFORMANCE Functional Attributes BRAND EQUITY BRAND VALUE AFFINITY Emotional Attributes Inertia PRICE LOYALTY
  22. 22. Expectancy-value models Tackling factors that influence brand choice Familiarity (Quality of Brand Awareness) PERFORMANCE Functional Attributes BRAND EQUITY BRAND VALUE AFFINITY Emotional Attributes Inertia PRICE LOYALTY
  23. 23. Expectancy-value models Beyond Insights - Inspiration Information Insight Inspiration Inertia Data
  24. 24. Expectancy-value models Insight Driven Advertising
  25. 25. The StarHub Branding Story
  26. 26. Expectancy-value models When measuring factors that influence brand choice…. Familiarity (Quality of Brand Awareness) PERFORMANCE Functional Attributes BRAND EQUITY BRAND VALUE AFFINITY Emotional Attributes Inertia PRICE LOYALTY
  27. 27. G Functional d t. M S er a pr pa in g ge ag e rv ic e m ck se R oa er a ge ua lit y Emotional or se m en t bi lit y ig e lg ia st ta n t di ng tio ta Pr e ep Ac c En d Bo n no va N os In Tr us og Bi ra l li m ng ac cu ra cy H er ita ge ya l ty S Lo oo ll q C ov m er In to ca rC ov do or do o In ut C us O H ig h Expectancy-value models The Strategy Canvas in 2002 Average Telcos StarHub was lower for all functional and emotional attributes StarHub
  28. 28. Expectancy-value models StarHub was lower for all the current functional and emotional attributes StarHub was the smallest telco
  29. 29. Expectancy-value models Beyond Insights - Inspiration Data Information Insight Inspiration
  30. 30. Full Range of Services Enjoy Bundled Discounts Brand for successful people Endorsement Acceptability Prestige Nostalgia Bonding Innovation Trust Heritage Billing accuracy Loyalty program Good SMS package Customer service Int. Roaming Indoor Coverage Outdoor Coverage High call quality Expectancy-value models Looking across market boundary; create a new market space and create new values Birth of Hubbing Strategy Average Telcos StarHub
  31. 31. Expectancy-value models • The Strategy – Positioning away from mobile industry (where StarHub was the smallest player) to enforcomms – entertainment, information and communication industry (which StarHub becomes the biggest player!)
  32. 32. Expectancy-value models Familiarity (Quality of Brand Awareness) Also, Emotional attributes are becoming more important PERFORMANCE Functional Attributes BRAND EQUITY BRAND VALUE AFFINITY Emotional Attributes Inertia PRICE LOYALTY
  33. 33. Expectancy-value models Ad Objectives – Create an “all under one roof”, big company feel, enforcomms positioning – Position away from functional attributes to emotional attributes targeting at all the major core needs of human beings
  34. 34. Hubbing Strategy Love Fun Tradition Security Knowledge Well being Harmony Freedom Leadership Control Belonging Individuality Respect Attractiveness Self Indulgence Insight Driven Advertising
  35. 35. (3) Expectancy-value models Familiarity (Quality of Brand Awareness) Measuring the results of the campaign… PERFORMANCE Functional Attributes BRAND EQUITY BRAND VALUE AFFINITY Emotional Attributes Inertia PRICE LOYALTY
  36. 36. …core/key values Getting the proper insights and results to "enable" the organisation to act upon them and develop effective strategies to develop your brand or product experience
  37. 37. Core/ Key Values • works from the premise that, if left to their own devices, customers will talk most about the things that are most important to them. “You should not be limited by number of service counters – have wireless counter.” What do you expect from a world class provider of infocomm services? “Hub village – one stop shop – show me all of your services, someone to help me learn about new technology.”
  38. 38. Core/ Key Values Customers Employees Top Performers Branded Customer Experience Key Stake Holders
  39. 39. Core/ Key Values PEOPLE What do you expect from a world class provider of infocomm services? PROCESS How does StarHub perform? PRODUCT PHYSICAL ENVIRONMENT What can we do to improve?
  40. 40. Core/ Key Values “It’s not just about advertising, it’s about delivery” There is a disconnect between consumers’ ranking of what leads to an excellent customer experience and where companies focus their investment. Where companies focus their customer experience efforts Importance/Focus High Consumers’ perception of what influences an excellent experience Low Product Features Price Policies Convenience Company’s Response Ads Delivery and and Employees to of Procedures Problem Promos (service) Product or or Request Service Customer Experience Attributes Source: Forum Survey
  41. 41. Core/ Key Values Leadership Performance Standards Learning and Development Measurement Communication Branded Customer Experience™ HR Systems Process Improvement Organisational Structure Information Technology Product Development
  42. 42. Core/ Key Values Walk the Talk Leadership
  43. 43. Core/ Key Values Leadership Performance Standards Learning and Development Measurement Communication Branded Customer Experience™ HR Systems Process Improvement Organisational Structure Information Technology Product Development
  44. 44. Core/ Key Values Process Improvement
  45. 45. Core/ Key Values Leadership Performance Standards Learning and Development Measurement Communication Branded Customer Experience™ HR Systems Process Improvement Organisational Structure Information Technology Product Development
  46. 46. Core/ Key Values Template reduction from over 200 to 37 Communication Messages now more consistent
  47. 47. Core/ Key Values Leadership Performance Standards Learning and Development Measurement Communication Branded Customer Experience™ HR Systems Process Improvement Organisational Structure Information Technology Product Development
  48. 48. Core/ Key Values Measurement
  49. 49. Core/ Key Values Revenue/ Market Share/ Share Price Cost Customer Satisfaction Employee Satisfaction
  50. 50. Thanks!

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