telkom marketing · top 30 cios africa’s no.1 provider of fibre backbone developing more holistic...
TRANSCRIPT
2014
Telkom
MarketingAnalyst Day
04 August 2014
2014
TELKOM
MARKETING
Analyst Day
04 August 2014
Contents
Context
Change
Converge
Conquer
3
Contents
4
Context
Change
Converge
Conquer
Marketing in 5 slides
5
“There is only one boss-
THE CUSTOMER”
Sam Walton
6
Growth Model
Hi
Hi
Lo
Market
penetration
Increase purchase
amongst existing customers
Retail
Marketing
Product
Marketing
BRAND
Context
6
01
7
AwarenessBrand
Positivity
Low
Usage
High
Usage
Loyalty
Above-the-Line
Sponsorship
Retail Marketing
PR
CRM
Eventing
One to One
Context
Consumer Conversion Funnel
7
01
8
Great Brands are both…..
Context
8
01
Logic & Magic
9
01
Contents
10
Context
Change
Converge
Conquer
The Telkom Challenge
in 5 Slides
02
What have I heard?
I DON’T WANT TO BE
ASSOCIATED WITH THE OLD
DINOSUAR TELKOM MOTHER
BRAND. WE ARE DIFFERENT
WE
AR
E D
OIN
G A
GO
OD
JO
B
WE NEED TO GET
BACK TO OUR
ADVERTISING FROM
2003
YO
U S
OL
D L
TE
!
WH
O’S
SID
E A
RE
YO
U O
N
FIX
ED
IS
DIF
FE
RE
NT
FR
OM
MO
BIL
E. IT
’S
MO
RE
CO
MP
LE
X
DEFEND! DEFEND!
WE DON’T HAVE
ENOUGH BUDGET !
WE NEED TO
REDUCE THE
MARKETING
BUDGET
WE CAN’T DO THAT…..
WE’VE TRIED THAT
TH
EY
AR
E D
OIN
G A
BA
D J
OB
11
02
What have I seen?
12
02
What customers think?
2007 2013 2007 2013
1st Mention 22% 6% 44% 17%
Unaided Awareness 80% 59% 63% 37%
Ever Tried 71% 46% 98% 83%
Current Usage 43% 19% 97% 76%
Main Brand 19% 5% 86% 67%
13
02
Multi-Brand
Voice
Tolerated
Features
Rational
Monolithic
Data
Appreciated
Benefits
Emotional
Current Reality Desired Reality
The Challenge
14
02
Potential customer
Existingcustomer
Brand, Convenience
Value
Service
Network
For Telcos Three Things Matter
15
02
Keep It Simple
16
Contents
17
Context
Change
Converge
Conquer
The Plan in 6 slides
03
Brand Building
One Telkom
One Brand
One Team
One Business
One Agency
Roster
One Identity
One creative
platform
Brand Emotion
Develop a
campaign that
establishes the
brand idea in an
emotive way
Emerging idea is
TOMORROW
STARTS TODAY
Brand Advantage
Build brand
advantage through
propositions that
are unique
different or better
Brand Engagement
Build sustainable
engagement platforms for:
Individual
Families
Business
August 2014
September 2014
Q1 2015
July 2014
18
03
Building the Business
Segmentation Prioritisation
Investment MeasurementExecution
1. Invest primarily products that
drive reputation & revenue
2. Invest selectively behind
reputation driving products
3. Have a single business
calendar
1. Primary target segments at
high level to be:
Families
HV Individuals/ Youth
SMME
1. Invest disproportionately in
brand while we fix the core
2. Invest in differentiating
propositions & service
1. Execute less better to
compensate for current negative
imagery
2. Align to brands & events with
greater consumer appeal than
our brand
1. Develop a scorecard that
tracks lead indicators:
Consideration
Advantage
2. Media Efficacy
Brand Development
1. Develop a brand framework
that can be used throughout
Telkom
2. Develop a visual identity that
ensures the brand is
consistently represented
3. Sponsorship Rationalisation
21
03
Media Execution
April March
Retail
Brand &
sponsorship
Geography
New
propositions
25%
30%
10%
35%
23
03
BRAND
PURPOSE
STRATEGY
BRAND
POSITIONING
ENABLERS
© Telkom 2014
A brand offering converged solutions that allows you to get more from life
TOMORROW STARTS TODAY
Seamlessly connecting
South Africans to a better life
Own The HomeIncrease Share of
SMME
Drive Leadership in
Enterprise & Govt.
Create a Wholesale
Commercial Capability
Target families
Drive education of
Home Wifi
Drive benefits of the
new home
propositions
Position Telkom as
your SMME CIO
Develop a platform
for multiple product
showcasing
Re-align reosurces to
the new vertical
business units
Continue 1on1
engagement of
Top 30 CIOs
Africa’s No.1 provider
of fibre backbone
Developing more
holistic wholesale
propositions
Develop sales toolkits
1. One Telkom Brand- Internally & externally
2. A strong marketing capability (starting with internal)
3. A calendar that aligns the commercial value chain
4. Best in class digital transactional capability
5. Better retail execution
6. Scorecards that link lead & lag indicators
Brand
18%S/Ship
15%
30% 11% 12% 3%
Fees
9%
26
Contents
Context
Change
Converge
Conquer
27
WINNING- in 1 slide + a movie
04
To Conquer We Must…..
28
Focus on one Telkom Brand & Team
Be Noticed
Be Consistent
Be Liked
Excellence in Execution
04
We Need to be Crazy
29
A journey of a thousand miles
begins with a single step
LAOZIChinese Philosopher
30
2014
THANK
YOU