East Africa Engaging With Consumers 2014

Winning hearts and minds Engaging with consumers the right way…

August 20, 2014

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Let us start with a story. Story of a mighty king…

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With a beautiful daughter…

Princess Sita Princess Draupadi

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The “Swayamvar”…

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And…

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What does it tell us?

The princess – Consumer

The Kings and Princes – The brands

The Swayamvar task – Need

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Consumer “gets into a relationship” with a

brand…

• That “meets the needs” of the consumer

• But the world is changing…

• Consumers are not loyal to one brand; they change brands; use

multiple brands in some categories

• The brand needs to be “relevant” to its consumers

continuously to be “in relationship” – by being “dynamic”

and being “remembered” out of the many choices

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WHAT DOES THAT MEAN?

MEANINGFUL DIFFERENT SALIENT

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Strong Brands portfolio has appreciated in value at

double the growth rate of Overall S&P 500 Index

Source: Millward Brown Optimor, BrandZ™ data

100

80

60

40

20

-20

-40

-60

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wth

APR 07 APR 08 APR 09 APR 10 APR 11 APR 12 APR 13 APR 14

BRANDZ™ Strong Brands Portfolio

S&P 500

THE BRANDZ TOP 100 MOST VALUABLE

GLOBAL BRANDS RANKING

BrandZ 2014 Rankings: Top 10

Rank Rank (yoy

change)

Brand Brand Value ($M) Brand Value (yoy change)

1 +1 Google 158,843 +40%

2 -1 Apple 147,880 -20%

3 = IBM 107,541 -4%

4 +3 Microsoft 90,185 +29%

5 -1 McDonald's 85,706 -5%

6 -1 Coca-Cola 80,683 +3%

7 +2 Visa 79,197 +41%

8 -2 AT&T 77,883 +3%

9 -1 Marlboro 67,341 -3%

10 +4 Amazon 64,255 +41%

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Highlights of BrandZ 2014 – connecting with consumers

Identify A

Human Truth Share of Life

Seamless

Experience

Online &

Offline

The rise of Apple

- people want

technology to work

simply and easily.

Facebook,

Twitter, LinkedIn

part of our lives.

Multi Channel

Omni Channel -

Deliver quickly and

where ever consumers

want to receive them

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Highlights of BrandZ 2014 – industry/category

trends

Viewing local

brands in a

global context

Telecoms

seeking

growth

beyond the

sector

Tech service

brands

outgrow

product

producers

Retain local brands

and assess potential

for international

expansion

Banking, cloud

services,

entertainment as

well integrated

telecoms offering

Top 20 Tech brands

value growth of 40%

Producers grew 10%

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WHAT DOES THAT MEAN?

MEANINGFUL DIFFERENT SALIENT

Smaller but

good potential

WHICH BRANDS ARE MOST SUCCESSFUL?

Source: BrandZ

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Brand

Potential Index

Brand Power Index

Big and Strong

Weak,

un-established Big

WHICH BRANDS ARE MOST SUCCESSFUL?

Source: BrandZ

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Different

High Brand Contribution

Different

Meaningful Different

Meaningful

Salient

Meaningful

Salient

Salient

Brand

Potential Index

Brand Power Index

TOP 100 MOST VALUABLE BRANDS GROWTH

IN BRAND EQUITY

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2014 2008

116

117

117

123

126

129

Meaningful

Different

Salient

A QUICK QUESTION FOR YOU….

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What do these brands have in common?

What is their main characteristic? Are they all really….

…to their target consumers

A Meaningful

B Different

C Salient

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MEANINGFUL

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MEANINGFUL: A SENSE OF PERSONAL

RELEVANCE

‘a relevant product’ ‘a reflection of me’ ‘a relatable emotion’

THE SAMSUNG STORY: USA (2008)

Source: BrandZ (Average brand = 100)

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Brand

Potential Index

Brand Power Index

THE SAMSUNG STORY: USA (2013)

Source: BrandZ (Average brand = 100)

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Brand

Potential Index

Brand Power Index

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DIFFERENT

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DIFFERENT: STANDING OUT FROM THE CROWD

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SALIENT

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SALIENT: FIRST IN MIND IN RELATION TO

PEOPLE’S SPECIFIC NEEDS

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THE SECRETS OF THE MOST VALUABLE

BRAND IN THE WORLD

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WHY PEOPLE LOVE GOOGLE

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SUCCESSFUL

BRANDS

EMPOWER

PEOPLE IN

A WAY THAT

CANT BE

SUBSTITUTED…

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TO ENGAGE, FIRST KNOW YOUR CUSTOMER

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To fire your brand’s OJO…

• Youth cannot be ignored in Africa – need to understand them, involve

them and co-create with them; be relevant to their changing needs

over time for long term success

• Be connected; be concise; be considered and be consistent

• Understand how people see your brand today and what might make

it Meaningful Different Salient in future to engage with consumers the

right way and grow…

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Click to view

THANKS FOR

JOINING US TODAY!

For more information contact: e: Chris.Karumba@millwardbrown.com