1

How marketing research and analytics helped in branding and positioning of StarHub

Darren ChooDirector, Customer Insights

Integrated Products & MarketingStarHub

                       

    

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

                                    

                                     

               

The Hubbing Advantage

Fixed Line Broadband

Cable TVMobile

                       

    

4

Agenda

• How Market Research and

• Analytics helped in StarHub Branding

                       

    

5

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!

                       

    

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

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

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

                       

    

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

Probably StarHub’s most memorable icon….

                       

    

11

                       

    

12

The Law of Exclusivity

                       

    

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

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

competitor?

                       

    

15

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

                       

    

16

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

                       

    

17

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

                       

    

19

Harmony & Well Being

                       

    

20

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…

                       

    

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

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?

                       

    

25

Brands That Sum Up These Positions

EnjoymentEnjoyment

ControlControl

BelongingBelongingPowerPower

SecuritySecurity

ConvivialityConviviality

RecognitionRecognition

VitalityVitality

                       

    

26

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

                       

    

27

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

                       

    

28

Future Face of Starhub- Imagery, personality &

values

                       

    

29

StarHub Brand Ad

                       

    

30

How do we apply analytics to branding?

                       

    

31

Econometric Modelling

                       

    

32

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

                       

    

33

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

                       

    

34

Campaign Evaluation

Evaluate campaign performance – cross-learnings

Internal Sales

Tracking

Market Research

Sales Results

Integrate to obtain cross-learnings

Analytics Results

                       

    

35

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

                       

    

36

Creating a Powerful Linkage between Campaign Performance and Sales Funnel

Campaign Performance Sales Funnel

                       

    

37

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

                       

    

38

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

                       

    

39

                       

    

40

Thank You