Responding Effectively to Consumer Insights with Enhanced Branding Strategies 2005

Responding Effectively to

Consumer Insights with

Enhanced Branding

StrategiesDarren Choo

Snr Manager, Research & Planning, Consumer Marketing, StarHub

• 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

Responding Effectively to Consumer Insights with Enhanced Branding Strategies

Mark

et Rese

arch

Database Segmentation, Analyses and Datamining

Database Marketing

StarHub Customer Insights Department

3 Tools of Opening the Door to Insights

laddering

expectancy-value models

core/key values

…laddering

Laddering

Core Needs

Intangible Benefits

Tangible Benefits

Features

Love

Reaching out beyond self to give + receive love from those one cares about

Security

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

Well Being

State of positive physical + mental health resulting in relaxed enjoyment of life

Having inner sense of balance + harmony resulting in calm approach to living

Harmony

Control

Having sense of control over environment + circumstances so that one can plan for + live orderly life + achieve personal goals

Freedom

Living in a context that is liberating + which encourages personal freedom, growth + expression

Research International’s Universal Needs

Laddering

IndividualityBeing 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

Being smart + having natural intelligence to learn from logic of experience

Knowledge

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

Laddering

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

Belonging

Attractiveness

Making a positive physical impression on others. Driven by need to be admired, desired, remembered

Respect

Being respected as individual + recognised for achievements

Leadership

Demonstrating leadership, having power + ability to control situations resulting in achievement + success

Research International’s Universal Needs

Laddering

LadderingCore Need

Feature

Intangible Benefits

Tangible Benefits

Discovery Science / Health

Better movie experience

Being a “pioneer”

Be ahead of friends

Perceived as trendy /

opinion leader

EPG

Ease of accessing show time

RespectRespect ControlControlSelf-IndulgenceSelf-Indulgence

Latest Technology

Video Mosaic

Can see all channels at the

same time

Won’t miss show

Greater enjoyment Make decision

immediately

Save time

Can plan time better

Better quality

Personalenrichment

Widen perspective

HarmonyHarmony

KnowledgeKnowledge

Laddering (DTV Ad)

Belonging

Variety of Programs

Common topic with friends

Save time – make immediate

decision

Become a reference for others

Well-being

EPG

Fun / Self Indulgence

Convenient

Personal enrichment

Control / Freedom

Harmony

Newer Programs

More channels

Keeping up to date

Knowledge / Respect

Better quality

Video Mosaic

More balanced

viewsVariety of Programs

Laddering (DTV Ad)

Insight Driven Advertising

IDD

Belonging

Check well-being

Security

Be there for friend

Serious talks

Get updates

Assure of well-being

Fun chats

Less worry about cost /

length of calls

IDD

Call Back

Call Family

Control

Call Friends

Chit Chat

Fun

Competitor’s Space

• Sense of assurance • Emotional heartwarming• Family – orientated

Love

Harmony

Freedom

Small talks

Budget Call

StarHub

• Fun, light-hearted• Sense of freedom

control, and harmony

Laddering (IDD)

Laddering (IDD Ad)

Insight Driven Advertising

High ad recall for StarHub’s Insight Driven Ads

134142

0

20

40

60

80

100

120

140

160

SH IDD 018 Smart Savings SH Introduces DigitalCable

IndexIndex against

11 Telco TVCs in 2005

Laddering

65%69%Ad recall%

High Effectiveness of StarHub’s Insight Driven Ads

151

129

224208

181 185 190

135148 157

261241

0

50

100

150

200

250

300

Understandability Likeability Attention catching Believability Persuasion Wear out

SH IDD 018 Smart Savings SH Introduces Digital Cable

Index

Index against 11 Telco TVCs in 2005

Laddering

…expectancy value models

Expectancy-value models

Brand ABrand A Brand BBrand B Brand CBrand C

Traditional Customer Satisfaction Measurement

Brand BBrand B Brand CBrand CBrand A

Expectancy-value models Measurement from all directions

Expectancy-value models

BRAND

EQUITY

BRAND

EQUITY

PERFORMANCE

Functional Attributes

PERFORMANCE

Functional Attributes

AFFINITY

Emotional Attributes

AFFINITY

Emotional Attributes

BRANDVALUE

BRANDVALUE

PRICEPRICEInertiaInertia

LOYALTYLOYALTY

Familiarity (Quality ofBrand Awareness)

Familiarity (Quality ofBrand Awareness)

Mapping factors that influence brand choice

Expectancy-value models

BRAND

EQUITY

BRAND

EQUITY

PERFORMANCE

Functional Attributes

PERFORMANCE

Functional Attributes

AFFINITY

Emotional Attributes

AFFINITY

Emotional Attributes

BRANDVALUE

BRANDVALUE

PRICEPRICEInertiaInertia

LOYALTYLOYALTY

Familiarity (Quality ofBrand Awareness)

Familiarity (Quality ofBrand Awareness)

Tackling factors that influence brand choice

Beyond Insights - Inspiration

Data Information Insight Inspiration

Inert

ia

Expectancy-value models

Insight Driven Advertising

Expectancy-value models

The StarHub Branding Story

Expectancy-value models

BRAND

EQUITY

BRAND

EQUITY

PERFORMANCE

Functional Attributes

PERFORMANCE

Functional Attributes

AFFINITY

Emotional Attributes

AFFINITY

Emotional Attributes

BRANDVALUE

BRANDVALUE

PRICEPRICEInertiaInertia

LOYALTYLOYALTY

Familiarity (Quality ofBrand Awareness)

Familiarity (Quality ofBrand Awareness)

When measuring factors that

influence brand choice….

The Strategy Canvas in 2002

High ca

ll qua

lity

Outdo

or C

over

age

Indo

or C

over

age

Int. R

oam

ing

Custo

mer se

rvice

Good S

MS pack

age

Loya

lty p

rogr

am

Billing

acc

urac

y

Herita

geTru

st

Inno

vatio

n

Bondin

g

Nosta

lgia

Presti

ge

Accep

tabil

ity

Endor

sem

ent

Average Telcos

StarHub

Expectancy-value models

StarHub was lower for all functional and emotional attributes

Functional Emotional

Expectancy-value models

StarHub was lower for all the current functional and emotional attributes

StarHub was the smallest telco

Beyond Insights - Inspiration

Data Information Insight Inspiration

Expectancy-value models

Looking across market boundary; create a new market space and create new values

Hig

h c

all

qu

alit

y

Ou

tdo

or

Co

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Ind

oo

r C

ove

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Int.

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Cu

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me

r se

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e

Go

od

SM

Sp

ack

ag

e

Lo

yalty

pro

gra

m

Bill

ing

acc

ura

cy

He

rita

ge

Tru

st

Inn

ova

tion

Bo

nd

ing

No

sta

lgia

Pre

stig

e

Acc

ep

tab

ility

En

do

rse

me

nt

Bra

nd

fo

rsu

cce

ssfu

l pe

op

le

En

joy

Bu

nd

led

Dis

cou

nts

Fu

ll R

an

ge

of

Se

rvic

es

Average Telcos

StarHub

Expectancy-value models

Birth of Hubbing Strategy

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!)

Expectancy-value models

BRAND

EQUITY

BRAND

EQUITY

PERFORMANCE

Functional Attributes

PERFORMANCE

Functional Attributes

AFFINITY

Emotional Attributes

AFFINITY

Emotional Attributes

BRANDVALUE

BRANDVALUE

PRICEPRICEInertiaInertia

LOYALTYLOYALTY

Familiarity (Quality ofBrand Awareness)

Familiarity (Quality ofBrand Awareness)

Also, Emotional attributes are becoming more important

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

Expectancy-value models

Love

Insight Driven Advertising

Hubbing StrategySecurity

Well being

Harmony

Control

Freedom

Individuality

Self Indulgence

Fun

Knowledge

Tradition

Belonging

Leadership

RespectAttractiveness

(3) Expectancy-value models

BRAND

EQUITY

BRAND

EQUITY

PERFORMANCE

Functional Attributes

PERFORMANCE

Functional Attributes

AFFINITY

Emotional Attributes

AFFINITY

Emotional Attributes

BRANDVALUE

BRANDVALUE

PRICEPRICEInertiaInertia

LOYALTYLOYALTY

Familiarity (Quality ofBrand Awareness)

Familiarity (Quality ofBrand Awareness)

Measuring the results of the campaign…

…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

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.

What do you expect from a world class provider of

infocomm services?

“You should not be limited by number of service counters –

have wireless counter.”

“Hub village – one stop shop – show me all of

your services, someone to help me learn about

new technology.”

Employees

Customers

Key Stake Holders

Top Performers

Core/ Key Values

Branded Customer

Experience

Core/ Key Values

What do you expect from a world class provider of

infocomm services?

How does StarHub perform?

What can we do to improve?

PROCESSPROCESS

PRODUCTPRODUCT

PHYSICAL ENVIRONMENTPHYSICAL ENVIRONMENT

PEOPLEPEOPLE

Core/ Key Values

Where companies focus their customer experience efforts

ProductFeatures

Ads and

Promos

Convenience Company’sEmployees

(service)

Policies and

Procedures

Response to

Problem or

Request

Customer Experience Attributes

Price

Low

Delivery of

Product or

Service

High

Imp

ort

ance

/Fo

cus

Consumers’ perception of what influences an excellent experience

Source: Forum Survey

There is a disconnect between consumers’ ranking of what leads to an excellent customer experience and where companies focus their investment.

“It’s not just about advertising, it’s about delivery”

Core/ Key Values

Branded Customer

Experience™

Communi-cation

PerformanceStandards

Measurement

OrganisationalStructure

Learning andDevelopment

InformationTechnology

ProcessImprovement

ProductDevelopment

Leadership

HRSystems

Core/ Key ValuesWalk the TalkLeadership

Core/ Key Values

Branded Customer

Experience™

Communi-cation

PerformanceStandards

Measurement

OrganisationalStructure

Learning andDevelopment

InformationTechnology

ProcessImprovement

ProductDevelopment

Leadership

HRSystems

Core/ Key Values

ProcessImprovement

Core/ Key Values

Branded Customer

Experience™

Communi-cation

PerformanceStandards

Measurement

OrganisationalStructure

Learning andDevelopment

InformationTechnology

ProcessImprovement

ProductDevelopment

Leadership

HRSystems

Core/ Key Values

Communi-cation

Template reduction from over 200 to 37

Messages now more consistent

Core/ Key Values

Branded Customer

Experience™

Communi-cation

PerformanceStandards

Measurement

OrganisationalStructure

Learning andDevelopment

InformationTechnology

ProcessImprovement

ProductDevelopment

Leadership

HRSystems

Core/ Key Values

Measurement

Rem

une

ratio

n

Core/ Key Values

Employee Satisfaction

Employee Satisfaction

CustomerSatisfaction

CustomerSatisfaction

Revenue/ Market Share/

Share Price

Revenue/ Market Share/

Share Price

CostCost

Thanks!