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
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
Mobile
Cable TV
The Hubbing
Advantage
Fixed Line
Broadband

4. 4
Agenda
• How Market
Research and
• Analytics helped in
StarHub Branding

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
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
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
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
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
Probably StarHub’s most memorable
icon….

11. 11

12. 12
The Law of Exclusivity

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

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
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
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. 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
Harmony & Well Being

20. Fun
Love
Security
20
Tradition
Harmony and Well Being
Knowledge
Well
being
Harmony
Freedom
Leadership
Control
Belonging
Individuality
Respect
Self Indulgence
Attractiveness

21. One to Two Years Later…
100
80
60
Fun brand
40
20
0
StarHub

22. One to Two Years Later…
80
Gap between SH &
Competition
Fun brand
60
40
20
0
2003
-20
2004
2005

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
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
Brands That Sum Up These Positions
Enjoyment
Vitality
Conviviality
Power
Belonging
Security
Recognition
Control

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
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
Future Face of Starhub
- Imagery, personality & values

29. 29
StarHub Brand Ad

30. 30
How do we apply
analytics to
branding?

31. 31
Econometric Modelling

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
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
Campaign Evaluation
Evaluate campaign performance – cross-learnings
Internal
Sales
Tracking
Market
Research
Sales Results
Integrate to obtain cross-learnings
Analytics
Results

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
Creating a Powerful Linkage between
Campaign Performance and Sales Funnel
Campaign Performance
Sales Funnel

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
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

40. 40
Thank You