Transcript Slide 1
TBWA\INSIGHT Kampala • Uganda
TBWA\Insight Company Profile
Harjit Thakkar: +256 (0)312 387 112
TBWA Offices
258 Agencies • 75 Countries • 11,000 Employees
TBWA\Africa
MOROCCO TUNISIA Mediterranean Sea • 24 offices in 20 countries •+/- 400 employees WESTERN SAHARA ALGERIA LIBYA EGYPT MAURITANIA MALI NIGER THE GAMBIA SENEGAL GUINEA BISSAU GUINEA SIERRA LEONE LIBERIA BURKINA COTE DTVOIRE GHANA BENIN TOGO NIGERIA x3 CAMEROON South CHAD CENTRAL AFRICAN REPUBLIC SUDAN Red Sea ERITREA ETHIOPIA EQUATORIAL GUINEA GABON REP. OF THE CONGO DEMOCRATIC REPUBLIC OF THE CONGO (ZAIRE) x2 RWANDA BURUNDI ANGOLA UGANDA KENYA TANZANIA x2 DJIBOUTI SOMALIA Indian Ocean Atlantic MALAWI Ocean ANGOLA ZAMBIA
Offices in country
SOUTH AFRICA Walvis Bay
Affiliate
NAMIBIA ZIMBABWE MOZAMBIQUE BOTSWANA LESOTHO SOUTH AFRICA SWAZILAND Indian Ocean
Future Focus
MADAGASCAR
1 5 6 2 3 4 7 8 9 10 ...
13 2000 Dentsu McCann Erickson BBDO JWT Euro RSCG Grey DDB Ogilvy Publicis Leo Burnett
TBWA\ Worldwide Standing
2005 Dentsu McCann Erickson BBDO JWT DDB Publicis 2006 Dentsu BBDO McCann Erickson DDB JWT Leo Burnett Hakuhodo Ogilvy Publicis Hakuhodo Y&R Ogilvy 2007 Dentsu BBDO McCann Erickson DDB JWT Publicis Hakuhodo Y&R Ogilvy TOP CORE AGENCIES WORLDWIDE By worldwide revenue from traditional advertising
Strong Hubs in Key Regions
TBWA\Limelight Structure TBWA\LIMELIGHT TBWA\INSIGHT
Full Service Advertising Agency Creative Design Production Quantitative Research Qualitative Research Strategic Insights
Organisational Chart for TBWA\Limelight & TBWA\Insight
LIMELIGHT
Lucas Pantos
Creative Director
A Agnes Dhatemwa
Traffic
Olga Muygenyi
Client Service Director
Sam Thakkar
Finance Manager – consultant)
Rafaella Lequeux
Account Manager
Susan Lakot
Accountant
Cathy Thome
Senior Art Director
Eric Kaduru
Account Manager
Agnes Aisu
Cashier/Admin
Rachael Rowoushan
Designer/DTP
Marion Moon
Account Manager
Edith Mirembe
Designer/DTP
Lauren Dudley
Account Manager
Sam Kalyesubula
Art Director/Designer
Nigel Sutton
Managing Director
Nahida Bhegani
Production Manager
Helga Nagaba
Production Assistant
Sam Rubanga
Media Manage
Edgar Karamagi
Media Executive
Harjit Thakkar
Research Manager
Jude Beed
Research Manager
Cliff Lule
Research Assistant
INSIGHT
Lauren Dudley
Office/HR Manager
Ben Ekolu
Office Assistant
Irene Naluyima
Cleaner
Background
• Insight has been in operation since October 2007 when it became apparent there was a need for a trustworthy, objective and cost effective research agency. • We aim to strategically plan, create and implement research to provide an insight into the client’s operating environment, with overall results that will translate into intelligence leading to substantial returns on investment for the company’s stakeholders.
• Although
Insight
has not been operational for a long period of time, collectively the team members have a vast range of expertise and have demonstrated their ability to develop, carry out research within the specified period and within the budget.
Who is who?
We are the research arm of our sister company TBWA Limelight: •
Harjit Thakkar
Qualified with a BA (Hons) in Business Studies, specializing in Marketing and has CIMA in Marketing. Has over 10 years experience in consumer research in all sectors of the market including the financial sector, with particular expertise of managing fieldwork. •
Jude Beed
Graduated with a BA (Hons) in Business and Marketing. She worked for 4 years as an Account Manager for one of Europe’s largest market research suppliers, then for 6 years as Research & Planning Manager for two large retail organizations based in UK (one with 200 stores and one with 1000 stores). Came to Africa in 2000, spending 6 ½ years in West Africa and 2 years in Uganda. •
Cliff Lule
Has four years experience in journalism and three year’s experience in the research department at TBWA Limelight. Graduated from Uganda Institute of Business and Media Studies in 2002 with a Diploma in Journalism.
Types of Research
• Face to Face Quantitative Interviews • Video Research / In depth Interviews • Telephone Research • Mystery Shopping • Focus groups
What is Market Research?
• The way in which organisations find out what their customers or potential customers need, want & care about.
• It involves the collection & interpretation of confidential data concerning people, products, services & organisations.
• Secondary Research – desk research • Primary Research – commissioned research
What is Market Research?
Primary Research Qualitative:
- How & why things are done - No fixed questions – discussion guides used - In-depth issues - Responses from thoughts & feelings - Can be in-depth (1), paired depths (2), triad (3), mini group (4-5), groups (6-8)
Quantitative:
- Numerically orientated - Measurement of market, dynamics etc.
- Statistical analysis - Standard questions for all – Questionnaire - can be face to face, phone, postal, e-mail etc.
What is Market Research?
• Ideally the process will include: – Secondary Research – Primary Research • Qualitative to highlight issues • Quantitative to quantify issues • Compile & evaluate data, make conclusions & recommendations that meet initial research objectives
What is Market Research?
• Types of research – Ad-hoc Research • Specific marketing problems e.g. product usage, NPD, advertising development corporate image surveys etc.
• Can be either qualitative or quantitative – Continuous Research • Consumer Panels • Retail Audits • Television Viewership / Radio Listening panels • Tends to be quantitative
• • • •
Main Areas of Market Research
The marketplace
– Market tracking – Competitive analysis
Stores / Location
– Design layout
Customers
– Segmentation – Shopping patterns – Mystery shopping
Customer Service
– Service v likelihood to purchase – Product availability – Price • •
Product offer
– New product development – Competitive products – Customer reaction to products
Corporate Marketing
– New concepts – Brand development – Advertising development – Promotional development
• FCB Insight are committed to delivering the most cost effective and highest quality solutions whatever your market research needs may be and we can offer the following services: –
Drive Thru’
• - Market / Customer information • - Competitive information • - Demographics • - Advertising awareness • - Brand awareness – Detailed face to face quantitative research – Mystery Shopping – Telephone research e.g. Customer Satisfaction Studies – Video Research
What is Drive Thru’ ?
• • • Allows the client to get relatively low cost answers to simple questions. Benefits include – Speed – Cost efficiency – Flexibility – Accuracy – Independence – Excellent client service Can cover the main commercial regions of Uganda.
What is Drive Thru’ ?
Up to 100 300 400 500 600+ No. of Questions Up to 5 6 – 10 11 - 15 16 - 20 X X XX XX XXX XXX XXXX XXXX The price will include cross analyses by basic demographics e.g. age, sex, level of education.
Examples of how Drive Thru ’ can be used
• • • • • • • • Responding to events e.g. a promotion Pre & Post Awareness tracking Competitive awareness Brand image News / PR stories Public Attitude Logo recognition • All data can be cross analysed against basic demographics if gathered e.g. age, education, sex etc
Face to Face Interviews
• • • • FCB have the expertise to work with the client to design bespoke, specific face to face questionnaires, dealing with specific issues.
These interviews could be either exit interviews for retail outlets or general on the street interviews.
We offer research in all the main centres of commerce – Mbale – Jinja – Kampala – Entebbe – Masaka – Mbarara – Kabale – Gulu All respondents will be asked for telephone numbers so validation call backs can be made.
Video Research – Watch the consumer speak
• Real issues dealt with customers – face to face – Do you understand a promotion?
– Do you like a new beer?
– Which paint sells best and why?
– What are your attitudes to health?
– How do you rate a retailer?
– How do you view a specific brand?
Telephone Research
• Customer Satisfaction Surveys – It is a simple fact that if your customers are satisfied with your product or your service, they are more likely to spend money with you than with your competitors. For this reason, it is important to measure how satisfied your customers are, and what drives their satisfaction.
– Each customer satisfaction survey is tailor-made to meet your particular needs, in terms of who we interview, how many we interview, and how we interview them. Each questionnaire is also unique, but will contain the core elements needed to fully understand customer satisfaction.
Mystery Shopping
• Customer service is a key factor in dictating where consumers shop and which brands they purchase.
• Mystery shopping provides invaluable feedback on face-to-face customer service.
• Are your procedures carried out to the full and will your customers come back time and time again?
• Do your staff have sufficient product knowledge to effectively advise customers on the benefits of your brand?
• Is your point of sale material being correctly and effectively displayed?