how marketing research and analytics helped in branding and positioning of starhub 2007
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How marketing research and analytics helped in branding and positioning of StarHub
Darren ChooDirector, Customer Insights
Integrated Products & MarketingStarHub
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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,
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The Hubbing Advantage
Fixed Line Broadband
Cable TVMobile
4
Agenda
• How Market Research and
• Analytics helped in StarHub Branding
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The Challenge of StarHub BrandingOne 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!
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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
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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.
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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 multi-
service, multi-platform provider• etc
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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”
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The Law of Exclusivity
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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."
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What’s the Branding for the combined entity that is differentiated from our
competitor?
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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
Universal Needs
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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
Universal Needs
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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
Universal Needs
18Company A Company B StarHub
Universal needs i) State of being for self
Security
Freedom
Love
Harmony
Well-being
Control
ii) Individual desire for self
Individuality
Fun
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
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Harmony & Well Being
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LoveHarmony and Well BeingSecurity
Well being
Harmony
Control
Freedom
Individuality
Self Indulgence
Fun
Knowledge
Tradition
Belonging
Leadership
Respect
Attractiveness
0
20
40
60
80
100
Fun brand
One to Two Years Later…
StarHub
-20
0
20
40
60
80
2003 2004 2005
Fun brandGap between SH &
Competition
One to Two Years Later…
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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”
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A New Positioning Model
Ego affirmation, self confidence, self
expression, showing one’s identity
Fitting in, sharing with others, sense of
belonging
Freedom, pleasure, spontaneous,
inspiration, expand your world
Control, efficiency, manage your life
Security
Control
Image and identity
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
Stimulation
Fun
How can the brand offer me more vitality,
inspiration, experience?
How can the brand offer me more vitality,
inspiration, experience?
How can the brand help me to experience more fun, more spontaneity
and pleasure?
How can the brand help me to experience more fun, more spontaneity
and pleasure?
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 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?
How can the brand make me feel protected and
secure?
How can the brand help me to be
competent and control my life?
How can the brand help me to be
competent and control my life?
How can the brand help me to achieve my desired image
or success and power?
How can the brand help me to achieve my desired image
or success and power?
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Brands That Sum Up These Positions
EnjoymentEnjoyment
ControlControl
BelongingBelongingPowerPower
SecuritySecurity
ConvivialityConviviality
RecognitionRecognition
VitalityVitality
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Cultural frame of referenceExtrovert, freedom,
high confidence
Introvert, control, insecurity, low
confidence
Individualism, progressive,
independence
Belonging, regressive,
dependency
Cultures Singapore
Asia culture on the move
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Security
Image and identity
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
Stimulation
Sharing and
Bonding
Control
A New Positioning Model
Fun
Active, sporty, energetic, courage, innovative, creative, adventurous, open
minded, venturing into new territories
ambitious, unconventional, smart
Outgoing, cheerful, trendy, fun, enjoyment,
self indulgence, warmth, friendly, sociable, less mature, naive and a bit
superficial
Authoritative, leader, elegant, high class,
mature, strong, stable, trustworthy, traditional, conservative, ambitious
Ego affirmation, self confidence, self
expression, showing one’s identity
Fitting in, sharing with others, sense of
belonging
Freedom, pleasure, spontaneous,
inspiration, expand your world
Control, efficiency, manage your life
Company A
StarHub Company B
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Future Face of Starhub- Imagery, personality &
values
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StarHub Brand Ad
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How do we apply analytics to branding?
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Econometric Modelling
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Econometrics in BrandingEconometrics calculates the value of branding efforts
ILLUSTRATIVE
SPEND REVENUE
BRANDING
OTHER MARKETING
ACTIVIES
Y%B%
X%
A%
SPEND TODAY Optimized Spend
Branding Product c
Branding Product A
Significant increase in budget
Current ScenarioCurrent ScenarioHow to Optimize to
get best ROI
How to Optimize to get best ROI
Branding Product B
Branding Product A
Branding Product B
Branding Product c
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Branding RoIs Across Different Media and Product Lines
Line of Business
Bra
nd
ing
Ro
I
Product A Product C Product D
Media x
Media y
Media z
Media y
Media z
Media x
Media RoIs across Lines of Business and Media
Sources: Modeling results
Product B
Media xMedia y
Media z
Media xMedia y
0
2
4
6
8
10
12
14
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Campaign Evaluation
Evaluate campaign performance – cross-learnings
Internal Sales
Tracking
Market Research
Sales Results
Integrate to obtain cross-learnings
Analytics Results
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TVTV Bus-Stop Posters
Bus-Stop Posters
MRT Travelator
MRT Travelator
I AM A HUB – Market Research Customer Study helped StarHub understand customer perception
of various media of the campaign
AD Recall
Attention Catching
Likeability
Persuasion
ILLUSTRATIVE
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Creating a Powerful Linkage between Campaign Performance and Sales Funnel
Campaign Performance Sales Funnel
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R2 = 0.99970.0
5.0
10.0
15.0
20.0
50 100 150
Effectiveness of Media By AIDA StagesEffectiveness of Media A campaign appears to be effective in the
Awareness, Interest and Desire stages of the sales funnel
R2 = 0.85910.0
5.0
10.0
15.0
20.0
50 100 150
R2 = 0.94590.0
5.0
10.0
15.0
20.0
50 100 150
R2 = 0.4539
0.0
5.0
10.0
15.0
20.0
50 100 150
Awareness Index
Me
dia
A R
oI
Likeability Index
Me
dia
A R
oI
Persuasion Index
Me
dia
A R
oI
Standout Index
Me
dia
A R
oI
Campaign C
Campaign B
Campaign A
Awareness Interest Desire Action
Media AEffectiveness
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R2 = 0.0068
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
0 50 100 150 200
R2 = 0.29
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
0 50 100 150 200
Awareness Index
R2 = 0.4274
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
10.0
0 50 100 150 200
R2 = 0.5113
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
0 50 100 150 200
Me
dia
B R
oI
Likeability Index
Me
dia
B R
oI
Persuasion Index
Me
dia
B R
oI
Standout Index
Me
dia
B R
oI
Awareness Interest Desire Action
Campaign B Campaign A
Campaign C
Campaign D
Effectiveness of Media By AIDA StagesEffectiveness of Media B campaign appears to be effective in the
Persuasion stage of the sales funnel
Media BEffectiveness
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Thank You
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