How important is it for brands to have a “purpose”?
Research conducted in 2012 by Edelman shows that consumers increasingly want brands to stand for something beyond the functional delivery of a product or service.
A look at the main concerns of young mothers in Singapore, Malaysia and Indon...Tesla Insights
To succeed, marketers need to KNOW their customers.
> 5 hours are spent on the internet every day in Malaysia, Indonesia, Thailand, Vietnam and the Philippines and over 50% of the APAC population uses social media regularly.
This is where they express emotions, aspirations and concerns about brands.
We capitalise on the rich insights obtained from social media big data to help marketers make data-driven decisions.
Their comments, pictures, ratings and posts help to understand brand perceptions in a powerful way. Data is publicly available, and with the help of a social media listening tool and some analysis, it's possible to assess a brand's reputation in a few days or hours.
In this case study, we wanted to analyze the infant formula industry in Singapore, Indonesia and Malaysia, and get insights about the customers usage, concerns and aspirations.
This is an industry where trust and perception of product quality is crucial but can be affected
in many ways: rumors and scandals, marketing tricks on packaging, recommendations by doctors, etc. The health authorities recommend breastmilk instead of baby formula, so when and why are moms going against that recommandation? Competition is tight with brands such as Dumex Mamil, Dumex Dugro, Nestlé NAN, SGM, Friso, Dutch Lady, Similac, Enfamil, Enfagrow, etc. Which brands are moms trusting the most for their babies?
To all these questions we can find an answer by diving into the conversation happening daily in forums, blogs, comments, facebook, twitter, youtube, instagram, media and more...
The result is this case study we ran from March 18th to May 19th, 2015, simulataneously in Singapore, Indonesia and Malaysia, with country analysts in each of these markets.
We'll do more of these case studies to analyze different industries in Singapore and South-East Asia as we go.
For feedback and inquiries, please contact us at hello@agencetesla.com or visit us at www.teslainsights.com
CP-Meiji Co, Ltd is one of the largest manufacturers and distributors of dairy products in Thailand. It was co-founded by the Charoen Pokphand Group and Meiji Dairies Corporation, the company that revived the real fresh milk market in Japan and the owner of world-class dairy manufacturing technology. And CP-Meiji is delivering the quality of freshness to customers by carefully selecting the freshest natural ingredients and manufacturing them with high-technology process.
But in the new Hong Kong market, some problems may still occur in the product market of Meiji Milk. The first one is there is not enough market visibility and brand awareness since CP-Meiji just entered Hong Kong market compared with those traditional local milk brands and world famous brank. Next, a few marketing promotion is applied to the Meiji. Lacking of brand image is also the severe problem laying on the development of Meiji Milk.
The objective of our project is to make a marketing strategy plan according to the customer questionnaires collected in Hong Kong market, which can improve and stimuli the product sales volume and gain the market share from other main competitors.
A look at the main concerns of young mothers in Singapore, Malaysia and Indon...Tesla Insights
To succeed, marketers need to KNOW their customers.
> 5 hours are spent on the internet every day in Malaysia, Indonesia, Thailand, Vietnam and the Philippines and over 50% of the APAC population uses social media regularly.
This is where they express emotions, aspirations and concerns about brands.
We capitalise on the rich insights obtained from social media big data to help marketers make data-driven decisions.
Their comments, pictures, ratings and posts help to understand brand perceptions in a powerful way. Data is publicly available, and with the help of a social media listening tool and some analysis, it's possible to assess a brand's reputation in a few days or hours.
In this case study, we wanted to analyze the infant formula industry in Singapore, Indonesia and Malaysia, and get insights about the customers usage, concerns and aspirations.
This is an industry where trust and perception of product quality is crucial but can be affected
in many ways: rumors and scandals, marketing tricks on packaging, recommendations by doctors, etc. The health authorities recommend breastmilk instead of baby formula, so when and why are moms going against that recommandation? Competition is tight with brands such as Dumex Mamil, Dumex Dugro, Nestlé NAN, SGM, Friso, Dutch Lady, Similac, Enfamil, Enfagrow, etc. Which brands are moms trusting the most for their babies?
To all these questions we can find an answer by diving into the conversation happening daily in forums, blogs, comments, facebook, twitter, youtube, instagram, media and more...
The result is this case study we ran from March 18th to May 19th, 2015, simulataneously in Singapore, Indonesia and Malaysia, with country analysts in each of these markets.
We'll do more of these case studies to analyze different industries in Singapore and South-East Asia as we go.
For feedback and inquiries, please contact us at hello@agencetesla.com or visit us at www.teslainsights.com
CP-Meiji Co, Ltd is one of the largest manufacturers and distributors of dairy products in Thailand. It was co-founded by the Charoen Pokphand Group and Meiji Dairies Corporation, the company that revived the real fresh milk market in Japan and the owner of world-class dairy manufacturing technology. And CP-Meiji is delivering the quality of freshness to customers by carefully selecting the freshest natural ingredients and manufacturing them with high-technology process.
But in the new Hong Kong market, some problems may still occur in the product market of Meiji Milk. The first one is there is not enough market visibility and brand awareness since CP-Meiji just entered Hong Kong market compared with those traditional local milk brands and world famous brank. Next, a few marketing promotion is applied to the Meiji. Lacking of brand image is also the severe problem laying on the development of Meiji Milk.
The objective of our project is to make a marketing strategy plan according to the customer questionnaires collected in Hong Kong market, which can improve and stimuli the product sales volume and gain the market share from other main competitors.
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed
Customers see things differently, whether it be the fonts you use or the colors you choose. All of these things invoke emotional responses in your customer. Their behavior depends on how you pair things up. The psychology behind colors and fonts may make you think twice when creating a logo or website for your brand.
Marketing Plan for a new Lifestyle app -Try n buy Akshay Pandey
Marketing Plan is one of the many important facets for any business. This PPT contains a marketing plan for a new android app "Try n Buy" which let's its users virtually try any cloth or accessory and order it.
Facial Cleanser Vietnam Popular Brand 2015
Popular Brand Index
Research Design
Research Method: Internet Sampling
Fieldwork Period: 05th March 2015 – 10th March 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 770 samples
Survey Content:
Brand Awareness of Facial Cleanser
Brand Advertising Expansive of Facial Cleanser
Facial Cleanser Brands ever used
Facial Cleanser Brands used in the past 3 months
Facial Cleanser Brand used most often within the past 3 months
Facial Cleanser Brand choose to use in the future
Facial Cleanser Brand would recommend
Presentation of our research findings for the Mrs. Fields Cookie Store in the Eastland Mall located in Bloomington, IL. Created surveys, conducted focus groups and utilized analytical software to analyze and interpret our data findings.
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
Surveying 8,000 people online and 32,000 via mobile phones, the 2018 Edelman Earned Brand study shows that now 60% of consumers in Japan either buy or boycott brands based on their stances on societal issues.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
A brand is a product, service, or concept that is publicly distinguished from other products, services, or concepts so that it can be easily communicated and usually marketed
Customers see things differently, whether it be the fonts you use or the colors you choose. All of these things invoke emotional responses in your customer. Their behavior depends on how you pair things up. The psychology behind colors and fonts may make you think twice when creating a logo or website for your brand.
Marketing Plan for a new Lifestyle app -Try n buy Akshay Pandey
Marketing Plan is one of the many important facets for any business. This PPT contains a marketing plan for a new android app "Try n Buy" which let's its users virtually try any cloth or accessory and order it.
Facial Cleanser Vietnam Popular Brand 2015
Popular Brand Index
Research Design
Research Method: Internet Sampling
Fieldwork Period: 05th March 2015 – 10th March 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Female only
Sample Size: 770 samples
Survey Content:
Brand Awareness of Facial Cleanser
Brand Advertising Expansive of Facial Cleanser
Facial Cleanser Brands ever used
Facial Cleanser Brands used in the past 3 months
Facial Cleanser Brand used most often within the past 3 months
Facial Cleanser Brand choose to use in the future
Facial Cleanser Brand would recommend
Presentation of our research findings for the Mrs. Fields Cookie Store in the Eastland Mall located in Bloomington, IL. Created surveys, conducted focus groups and utilized analytical software to analyze and interpret our data findings.
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
Surveying 8,000 people online and 32,000 via mobile phones, the 2018 Edelman Earned Brand study shows that now 60% of consumers in Japan either buy or boycott brands based on their stances on societal issues.
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
Eighty percent of companies think their brands have superior experiences. Unfortunately, only eight percent of their customers agree.
It’s time for brands to tackle the experience gap – the gap between how consumers want to experience brands, and what brands are actually doing.
It’s not just a marketing imperative; it’s a business imperative. That’s why we’re proud to share our latest research looking at brand experience examples and ideas that you can apply to your brand.
Thought of sharing an interesting presentation on effectiveness of Promotional Products vis-à-vis other Marketing & Advertizing activities in an Organization. Do leave your comments to enrich the insights shared herein.
A JOINT RESEARCH STUDY OF PAS AND MEDIATRACK PAKISTAN.
A snapshot of the Out Of Home (OOH) Industry – August, 2014. Find out who’s leading the industry with Outdoor campaigns? Who’s getting the best return from OOH?
OOH INDUSTRY REPORT gives the overall picture of advertising on Outdoor campaigns during the month of August, 2014. It covers top advertisers, categories and brands and their % share in total advertising in terms of spend. The report also focuses on share of outdoor mediums.
A snapshot of the Radio Industry – August, 2014. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from radio?
RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of August, 2014. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots.
Analysis: Media Miles – Radio Tracking
Note: Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.
A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of Jun-Aug 2014. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers on YOY basis.
A snapshot of the Radio Industry – July, 2014. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from radio?
RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of June, 2014. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots.
Analysis: Media Miles – Radio Tracking
Note: Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.
Analysis by:
Winning Solutions is an independent market research agency in operation since 2011. They are the pioneers of Outdoor tracking though mobile technology in the market, as well as the first ever research agency to conduct the Outdoor Media Census.
Brief and Methodology:
• OOH Media census conducted from Feb’14 –April ’14 in top 5 cities of Pakistan.
Karachi, Lahore, Islamabad/Rawalpindi, Multan and Faisalabad.
• All permanently installed OOH mediums , in main cluster areas of each city
recorded.
• Each Site coded according to a systematic system.
• Each city divided into
– Roads
– Each road divided into sections
– Each section further divided into important landmarks
• Each site coming under census recorded with its Image (one long shot one
close shot) and GPS coordinates
Brief and Methodology:
• OOH Media census conducted from Feb’14 –April ’14 in top 5 cities of Pakistan.
Karachi, Lahore, Islamabad/Rawalpindi, Multan and Faisalabad.
• All permanently installed OOH mediums , in main cluster areas of each city recorded
• Each Site coded according to a systematic system.
• Each city divided into:
– Roads
– Each road divided into sections
– Each section further divided into important landmarks
• Each site coming under census recorded with its Image (one long shot one close shot) and GPS coordinates
A snapshot of the Radio Industry – June, 2014. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from radio?
RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of June, 2014. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots.
Analysis: Media Miles – Radio Tracking
Note: Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.
PRINT INDUSTRY REPORT gives the overall picture of advertising on Newspapers for the period June’14. It covers top advertisers, categories and brands, newspapers, magazines and their % share in total advertising.
A snapshot of the Radio Industry – April, 2014. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from radio?
RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of April, 2014. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots.
Analysis: Media Miles – Radio Tracking
Note: Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.
- Analysis based on 15 TV & Radio Stations.
- Report cover more the 90% of total media Spend.
- Most of the Afghan Channels are non commercials and running without any advertisement.
- Government owned TV Channels are terrestrial.
Source: Media Track Pakistan
PRINT INDUSTRY REPORT gives the overall picture of advertising on Newspapers for the period April’14. It covers top advertisers, categories and brands and their % share in total advertising.
A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of April 2014. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers on YOY basis.
PRINT INDUSTRY REPORT gives the overall picture of advertising on Newspapers and Magazines during the period Feb-Mar’14. It covers top advertisers, categories and brands and their % share in total advertising.
DATA SOURCE: MediaBank Pakistan
BASE: Newspapers and Magazines
A snapshot of the Radio Industry - February, 2014. Find out who’s leading the industry with radio campaigns? Who’s getting the best return from radio?
RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the month of Feb 2014. It covers top advertisers, categories, brands and FM Channels and their % share in total advertising in terms of minutes. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots.
Analysis: Media Miles – Radio Tracking
Note: Ad volume is based on minutes and ad occurrences. The figures should be taken only as indicative not as absolute figures.
A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of March 2014. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers on YOY basis.
A JOINT RESEARCH STUDY OF PAS AND MEDIAMILES – RADIO YEARLY REPORT
A snapshot of the Radio Industry for the year 2013. Who’s leading the industry with radio campaigns? Who’s getting the best return from radio?
RADIO INDUSTRY REPORT gives the overall picture of advertising on RADIO during the period Jan’13 to Dec’13. It covers top advertisers, categories, brands and Channels and their % share in total advertising in terms of minutes and ad occurrences along with comparison with 2012. The report also focuses on share of FM channels, share of each genre and ad-spend split over the time slots.
A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of February 2014. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers on YOY basis.
A JOINT RESEARCH STUDY OF PAS AND MEDIABANK PAKISTAN
TV MONTHLY INDUSTRY REPORT gives the overall picture of advertising on TV during the month of January 2014. It covers top advertisers, categories and brands and their % share in total advertising in terms of minutes. The report also focuses on share of TV channels, share of each genre and ad-spend split over the time slots. The report also compares % advertising in minutes done by various advertisers on YOY basis.
PRINT INDUSTRY REPORT gives the overall picture of advertising on Newspapers and Magazines during the period Dec’13. It covers top advertisers, categories and brands and their % share in total advertising.
DATA SOURCE: Media Track Pakistan
BASE: Newspapers and Magazines
Note:
- Print media analysis derived from 17 Major Publications from Karachi, Lahore and Islamabad and 22 Leading Magazines/Digests.
- From Jan 2014 onwards will cover more regions of Daily Jang
(Quetta and Multan) and Express (Quetta, Peshawar, Multan & Faisalabad).
- Tariff rate has been applied for Spend analysis.
- Magazines and Daily Publications analyzed separately
More from Tanvir Hussain (tanvir_hussain@live.com) (20)
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
Executive Directors Chat Leveraging AI for Diversity, Equity, and InclusionTechSoup
Let’s explore the intersection of technology and equity in the final session of our DEI series. Discover how AI tools, like ChatGPT, can be used to support and enhance your nonprofit's DEI initiatives. Participants will gain insights into practical AI applications and get tips for leveraging technology to advance their DEI goals.
Normal Labour/ Stages of Labour/ Mechanism of LabourWasim Ak
Normal labor is also termed spontaneous labor, defined as the natural physiological process through which the fetus, placenta, and membranes are expelled from the uterus through the birth canal at term (37 to 42 weeks
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Safalta Digital marketing institute in Noida, provide complete applications that encompass a huge range of virtual advertising and marketing additives, which includes search engine optimization, virtual communication advertising, pay-per-click on marketing, content material advertising, internet analytics, and greater. These university courses are designed for students who possess a comprehensive understanding of virtual marketing strategies and attributes.Safalta Digital Marketing Institute in Noida is a first choice for young individuals or students who are looking to start their careers in the field of digital advertising. The institute gives specialized courses designed and certification.
for beginners, providing thorough training in areas such as SEO, digital communication marketing, and PPC training in Noida. After finishing the program, students receive the certifications recognised by top different universitie, setting a strong foundation for a successful career in digital marketing.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
2. Edelman’s 5th GoodPurpose Study
Global consumers attitudes to ‘Purpose’…
Edelman Berland surveyed 8,000 consumers across 16 countries, aged 18+
UK
500
FRANCE
500
CANADA
500
BRAZIL
500
NETHERLANDS
500
BELGIUM
500
SINGAPORE
500
GERMANY
500
ITALY
500
INDIA
500
CHINA
500
JAPAN
500
UAE
500
US
500
INDONESIA
500
MALAYSIA
500
3. hungry concerned vocal empowered
An Evolving “Consumer”
3
Able and willing to reward and punish brands
4.
5. 88%
‘Purpose' will be increasingly
important to building brands
83%
It is important for brands to
have a sense of 'purpose’
81%
‘Purpose’ is a
business opportunity
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
6. What is ‘Purpose’?
Please select the three most important to you
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
7. What is purpose to consumers?
Societal Drivers Dominate
1 Listens to customer needs and feedback
1 High quality products or services
4 Places customers ahead of profits
4 Takes actions to address issue or crisis
3 Treats employees well
9 Works to protect/ improve environment
6 Has ethical business practices
7 Has transparent and open business
12 Innovator of new products
8 Communicates frequently and honestly
10 Addresses society's needs
11 Positively impacts the local community
15 Ranks on a global list
13 Highly regarded, top leadership
14 Delivers consistent financial returns
16 Partners with third parties
SOCIETAL
ATTRIBUTES
MORE
IMPORTANT TO
BUILDING
FUTURE TRUST
Most Important Attributes that Build Trust
Societal
Operational
8. Cynics vs. believers…
What proportion of global consumers say they
regularly support good causes?
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
9. An opportunity?
What proportion of global consumers say they
regularly support good causes?
Marketer’s perception Consumer reality
11. Marketers’ perception Consumer reality
It’s ok to do good while doing well…
Proportion of consumers who say it’s OK for brands to support good
causes and make money at the same time?
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
12. Regular support of good causes
What proportion of consumers say they buy a brand
that supports good causes, at least once a month?
13. Social Purpose as Purchase Trigger
When quality and price are the same, Social Purpose most
important factor
Growth from 2010
• Japan (+100%)
• China (+79%)
• Netherlands (+43%)
• Germany (+36%)
• India (+43%)
+26%
15. Regionality of ‘Purpose’
Which of the following regions has the greatest proportion of
consumers who say they make purchase decisions based on good
causes?
16. The new ‘purpose’ “bull” markets
CHINA
INDIA
MALAYSIA
BRAZIL
UAE
CHINA
INDIA
VS
US UK
FRANCE
NETHERLANDS
ITALY
BELGIUM
JAPAN
INDONESIA
GERMANY
18. Possible to measure purpose … but hard
Is it possible to measure the impact of 'purpose' on…?
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
PR & positive reputation (93% agree)
Consumer engagement (91%)
Employee satisfaction (90%)
Brand equity (86%)
Customer satisfaction (71%)
Sales (54%)
19. ‘Purpose’ needs to be top down
Who should be involved in designing and shaping 'purpose'?
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
21. Relatively little pushback against
purpose
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
22. 49%
Brands I've worked for have
generally had a sense of
'purpose'
38%
Brands I have worked for have
been successful in effectively
communicating 'purpose'
Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents