Page 33 - 40.pdf - Brand Equity Magazine

BEquity: The insight and strategy?
Bala: Most Telcos’ focused on price
points thinking it was suffl cient. Well,
these were not the only triggers.
When we spoke to them we found
that they were yearning for home and
missed so many simple things like
Indonesian movies, songs and home
cooked food. They also said that it was
diffl cult for them to purchase some of
these call cards in the shops as people
saw them with distrust as if they can’t
afford these basic necessities. Call
rates were important but they did not
mind paying more for a brand that
knows and trusts them.
So we created a program to make
them feel at home. We created love
and joy in their deplorable “Kongsi” and
most of all made it possible for them
to stay in touch with their families in a
more effl cient manner.
BEquity: And execution?
Bala: Our program consisted of
various activities within several
Kongsis’. We installed banners to
create awareness, drove branded
vehicles in along with lovely Indonesian
promoters that mingled with them.
Music machines entertained them with
Indonesian “dangdut” (raunchy) songs.
We also screened movies and served
authentic Indonesian food like “bakso”.
These were done on a rotational
basis at different Kongsi’s. Word got
around quite fast and many of the other
Kongsi heads approached our agents
for similar fests. Whilst all these were
happening we had sales people selling
the iTalk cards and reload credits to
make it easier for the workers.
Eventually all of this culminated in a
“Pesta Malam Indonesia” featuring the
top Indonesian bands. The iTalk card
was used for entry and that was not a
problem in any way as they lapped up
the opportunity to meet their favorite
singers in the ‡ esh. Over 10 thousand
attended the concert.
BEquity: And the deliverables?
Bala: TM recorded a 36% increase in
revenues over a 3-month period; and a
60% increase in call minutes to families
in Indonesia. We brought joy and love
to over 6 thousand Indonesian foreign
workers! With this pilot project a major
success, many more will experience
love and joy in the remaining months
of 2010.
And to top it all our campaign won the
following awards – Bronze at Aegis
Global Awards 2010 for Best Specialist
Communication; Gold at the Aegis Asia
Pacifl c Awards 2010 for Best Specialist
Communication; Silver at the MSA
Awards 2010 for Best Use of Point of
Sale
Brand Equity Volume 3, 2010 33

BUILDING BRANDS THRUʼ BLOGS
PRESENTING THE SECOND SUITE OF
BLOG BRANDING SOLUTIONS CRAFTED
by Nuffnang, Asia-Pacifi cʼs fi rst and leading blog advertising community.
LG CHOCOLATE BL40
Nuffnang Blog Contest
Challenge
How do you sell an inconveniently long
mobile phone?
Solution
Money-making rule number one:
temptation. Nuffnang ran a LG
Chocolate BL40 contest campaign;
bloggers had to write in a blog entry
titled “Why I like it longer?”. The three
most creative entries would win a
mobile phone each. The entry did not
have to explain any phone features.
All the bloggers had to do was to
write their personal sight of ‘why they
like it longer’ and end the post with a
picture of the LG Chocolate BL40. This
cheeky element kick-started the entire
campaign.
Results
403 comments were generated
from Nuffnang Blog announcement.
By the deadline of the contest, 423
blog entries ‡ ooded the inbox which
generated signifl cant coverage on the
internet.
34 Brand Equity Volume 3, 2010

GATSBY DEODORANT
Nuffnang Event
Challenge
Gatsby, well known for hair styling
products in Malaysia but not so much
for its deodorant.
Solution
What’s the best way to go full-‡ edge in
a unique style? By hosting the largest
bloggers gathering ever: The Gatsby
Deodorant Street Fair! Partnering
with Nuffnang, the goal was to enter
the Malaysia Book of Records for the
largest blogger’s gathering in Malaysia.
For bloggers to gain invites to this
closed affair, the invitation mechanics
was to blog about it with the entry titled
’I’m going to the Gatsby Deodorant
Street Fair’. The details were
announced on a Nuffnangblog. This
generated a huge buzz as it was to be
in the Malaysia Book of Records.
Results
By the deadline of the contest, 607
blog entries ‡ ooded the inbox which
generated signifl cant coverage on the
internet. And at the event, 518 bloggers
turned-up to be part of the largest
gathering of bloggers! The event
received post media coverage from
New Straits Times and 148 write-ups
from the bloggers who attended. The
affair generated publicity worth over
RM350,000
Brand Equity Volume 3, 2010 35

Radio Maintains Strong
Appeal Among Malaysians
Danyal Malik and Dato’ Borhan
Radio listenership remained steady in
Peninsular Malaysia, with 15.5 million
or nine in 10 people aged 10 years and
above tuning in every week, according to
the latest Radio Audience Measurement
Malaysia study by The Nielsen
Company.
Nielsen’s latest study also revealed that
the average listening duration increased
by 5% to 22 hours a week.
In this latest survey, Nielsen Radio
Audience Measurement Malaysia in
collaboration with Commercial Radio
Malaysia and participating radio
broadcasters, continued to provide the
industry with an enhanced measure of
radio listening, after having extended the
survey period to 4 weeks (compared to 2
weeks previously) earlier this year.
The Radio Audience Measurement
survey is conducted twice yearly, during
which Nielsen studies the demographic
profl le, listening preferences and product
consumption of people in Peninsular
RADIO LISTENERSHIP
2.05 million Malaysians tune in at any 15-minute slot during a day.
Listeners tune in for more than 22 hours on average a week, up 5%.
Radio adspend grew 14.5% in the period of January – August 2010.
Malaysia. It provides valuable insights
for advertisers to reach their target
audience more effectively.
The study is based on individual
quarter hour diaries completed by
a representative sample of 3,000
individuals in Peninsular Malaysia. The
36 Brand Equity Volume 3, 2010
most recent survey – Wave 2, 2010 –
was conducted from 12 July to 8 August
2010. Wave 1 was conducted earlier this
year, from 1 to 28 March 2010.
Commenting on the latest survey results,
Dato’ Borhanuddin Osman, President of
Commercial Radio Malaysia said, “Radio
remains at the forefront in providing
innovative and compelling content to
meet the needs of Malaysia’s diverse
population”.
He added, “This medium has not only
maintained its high audience base but
has also managed to keep listeners
tuned in for longer, in spite of increased
competition from other broadcast and
online media”.
Results of the most recent survey show
that radio attracted 12% (2.05 million) of
people at any given 15-minute time slot
throughout the day. The average time
spent listening to the radio increased 5%
compared to the previous survey, from

Table 1: Reach Audience, Average Audience & Average Time Spent Listening
21 hours 10 minutes a week to 22 hours
13 minutes a week. (see Table 1).
SINAR, ERA and hotfm hold their
positions as the top three BM channels
and top three channels overall. While
BM channels maintained an overall
weekly reach of 56.2% of Malaysians
tuning in weekly, SINAR retained its
spot as the top channel and the top BM
channel, reaching 4.22 million (24.6%)
listeners.
Meanwhile, ERA retained 2nd position
overall with 4.15 million (24.3%),
followed by hotfm in 3rd position with a
weekly audience of 3.55 million (20.7%)
(see Tables 2 & 3).
Suriafm rose to the 4th position among
BM channels and 6th position overall
with a reach of 1.88 million (11.0%)
listeners. Klasik nasional, in 9th position
overall attracted 1.26 million (7.4%)
listeners while Muzikfm ranked 10th
overall reached 1.08 million (6.3%)
listeners. IKIM moved up to 13th position
overall, with a weekly audience of
786,000 (4.6%) (see Table 3).
While Radio Televisyen Malaysia (RTM)
regional channels reached a total of
3.11 million (18.2%) listeners altogether,
KELANTANfm and KEDAHfm continued
to be RTM’s top regional channels with
a reach of 863,000 (5.0%) and 819,000
(4.8%) listeners respectively
(see Table 3).
MY FM held on to its lead position within
Chinese channels followed by 988.
Brand Equity Volume 3, 2010 37
Wave 1 2010 Wave 2 2010
17,112 17,112
Reach Audience
Total Listeners % 90.7 90.7
Total Listeners ‘000 15,519 15,527
Average Audience
Average Listeners % 11.4 12.0
Average Listeners ‘000 1,956 2,053
Ave. Weekly Time Spent (hour:minute) 21.10 22.13
Source: Nielsen Radio Audience Measurement
*Bi-lingual: THR and Red FM
Source: Nielsen Radio Audience Measurement
Table 2: Weekly Reach by Channel Language
MY FM maintained its lead with 2.03
million (11.9%) listeners while 988
recorded an increase in listenership to
1.55 million (9.0%) weekly listeners. With
623,000 (3.6%) listeners, one FM edged
ahead of aifm which had 524,000 (3.1%)
listeners (see Table 3).
English channels achieved record total
level reach in a decade: Collectively,
listenership of English channels
recorded its highest total level reach in
the last decade, reaching 2.47 million.
Channel rankings remained unchanged
with hitz.fm in 1st position, followed by
Fly Fm in 2nd position with 1.58 million
(9.2%) listeners and 728,000 (4.3%)
respectively. MIX FM, LITE FM and
TraXXfm retained their 3rd, 4th and
Wave 1 2010 Wave 2 2010
‘000 % ‘000 %
Listenership by Language
BM Channels 9,552 55.8 9,609 56.2
Chinese Channels 3,421 20.0 3,354 19.6
English Channels 2,242 13.1 2,469 14.4
Tamil Channels 762 4.5 720 4.2
Bi-lingual Channels* 3,662 21.4 3,506 20.5
Total 15,519 90.7 15,527 90.7

Table 3: Channel Weekly Reach Audience
W2
2010
Overall Participating
Average weekly reach audience
Wave 1 2010 Wave 2 2010
Ranking Channels ‘000 % ‘000 %
1 SINAR 4,110 24.0 4,216 24.6
2 ERA 3,976 23.2 4,150 24.3
3 hotfm 3,643 21.3 3,546 20.7
4 THR 3,500 20.5 3,303 19.3
5 MY FM 2,233 13.0 2,029 11.9
6 Suria fm 1,353 7.9 1,881 11.0
7 hitz.fm 1,357 7.9 1,577 9.2
8 988 1,470 8.6 1,545 9.0
9 Klasik nasional 1,224 7.2 1,264 7.4
10 Muzikfm 1,000 5.8 1,081 6.3
11 KELANTANfm 758 4.4 863 5.0
12 KEDAHfm 702 4.1 819 4.8
13 IKIM 688 4.0 786 4.6
14 Fly Fm 693 4.1 728 4.3
15 Minnal fm 762 4.5 720 4.2
16 one FM 514 3.0 623 3.6
17 aifm 549 3.2 524 3.1
18 MIX FM 450 2.6 451 2.6
19 LITEFM 306 1.8 364 2.1
20 PERAKFM 232 1.4 343 2.0
21 TERENGGANUfm 351 2.1 232 1.4
22 XFM 228 1.3 221 1.3
23 Red FM 176 1.0 218 1.3
24 PAHANG FM 172 1.0 209 1.2
25 MUTIARAfm 224 1.3 199 1.2
26 KLfm 162 0.9 153 0.9
27 MELAKAfm 118 0.7 146 0.9
28 asyikfm 174 1.0 130 0.8
29 JOHORfm 121 0.7 126 0.7
30 NEGERIfm 98 0.6 124 0.7
31 PERLISfm 128 0.7 115 0.7
32 SELANGORfm 87 0.5 88 0.5
33 TraXXfm 149 0.9 76 0.4
34 LANHKAWifm 55 0.3 49 0.3
Source: Nielsen Radio Audience Measurement
Jan-Aug
2009
(RM '000)
38 Brand Equity Volume 3, 2010
5th positions respectively, reaching 451,000 (2.6%),
364,000 (2.1%) and 76,000 (0.4%) listeners (see
Tables 2 & 3).
THR maintained lead in bi-lingual channels: Bi-lingual
channels - THR Raaga/THR Gegar continued to be
ranked fourth overall attracting a weekly audience
of 3.3 million (19.3%). Red FM enjoyed an increase
in weekly listenership to 218,000 (1.3%). The Tamil
channel, minnalfm reached 720,000 (4.2%) (see Table
3).
Radio adspend grew 14.5% during the period January
to August 2010 driven by fast food centres, mobile
providers, retail stores, etc.
Meanwhile, rate-card advertising spending on radio in
the period January to August 2010 registered a doubledigit
growth of 14.5 percent to RM 255.7 million and
recorded a 4.6 percent share of total ratecard adspend
(excluding classifl eds) compared to the same period
last year.
The growth in radio advertising spending was driven
by increased spending by fast food centres, mobile
line services, universities, colleges, department stores,
electrical retail and banking and fl nancing categories
(see Table 4).
Danyal Abdul Malik, Managing Director of Nielsen
Audience Measurement, The Nielsen Company
commented, “The recent development in radio
audience measurement in 2010 will enable advertisers
and media agencies to further extract valuable insights
on consumption of radio in Malaysia. With this, we can
expect to see more effective targeting of consumer
segments through radio, thus increasing the medium’s
attractiveness for advertising spending.”
Table 4: Advertising Spending 1 (display ads only) Jan-Aug 2009 & 2010
Jan-Aug
2010
(RM '000)
% YOY
Growth
%Share
Jan-Aug
'10
FTA Television 2
1,473,727 1,828,189 24.1 32.9
Pay TV 3
N/A 1,190,669 N/A 21.4
Newspapers 1,752,313 1,987,815 13.4 35.8
Radio 223,260 255,700 14.5 4.6
Others (Magazine, Cinema, In Store Media 4 , Outdoor 2 &
Internet 5 ) 253,259 292,280 15.3 5.3
Source: Nielsen Advertising Information Service

Brand Br Bran an and Eq Equi Equity ui u ty Vol Volume ol o um ume e 3, 201 2010 01 010 39

CATEGORY SNAPSHOT..................................
Up, down or stagnating? That depends on the interplay
of elements that fuel or curb success. Category
dynamics are often infl uenced by the intent of key
players fronting a plethora of brands. Most of them
pack a punch with the usual though: innovation, brand
rejuvenation, aggressive A&P, sponsorships and of late,
Interesting – the infant
milk category was valued at over
RM700 million in 2006. And now it has
breached the one billion mark.
And most of the competing companies’
come with deep pockets – Dutch Lady
leads in sales value and volume; and
Infant Milk
increasing forays into new media. But itʼs the mix of product
variants, activities, investment and timing that will differ.
The Nielsen Company (Malaysia) presents this opportunity
to examine and digest top-line numbers showcasing the
dynamics of two product categories. Please note that
interpretations have been supplied by Brand Equity.
Sales Value Volume (KG) VALUE % SHARE
MAT JUL’10 YTD JUL ’10 MAT JUL’10 YTD TY MAT JUL’10
YTD JUL
’10
Infant Milk 1,130,663,024.0 682,856,296.0 36,529,511.2 22,081,877.0 100.0 100.0
Dutch Lady 207,884,067.4 128,811,682.6 9,698,207.0 6,043,073.0 18.4 18.9
Dugro 174,902,534.6 104,623,456.4 8,336,503.3 5,045,370.1 15.5 15.3
Enfagrow 71,185,071.5 43,632,511.5 1,325,826.2 810,192.4 6.3 6.4
Lactogen 71,036,996.1 39,875,880.2 2,645,010.3 1,497,588.3 6.3 5.8
Essential 49,305,859.8 31,136,003.8 1,512,389.5 954,334.0 4.4 4.6
Location of sales by Trade Pen Malaysia (PM) PM Modern Trade PM Trad Trade
Infant Milk 100.0 58.3 41.7
Top 5 Brands* by Adspend Y2009
Category: Infant Milk RM ’000
DUMEX 19,030
DUTCH LADY 13,976
MEAD JOHNSON 12,043
ANMUM 11,859
SUSTAGEN 9,882
Source: Nielsen Advertising Information Services
its close challenger is Danone Dumex.
Others operating far behind the two are
Fonterra, Nestle, Pfl zer Nutrition and
Mead Johnson.
Category players offer one or more
masterbrands with extended variety
accompanied by sub-brand identifl ers.
Specifl c SKUs are targeted at babies
(called Starter and Follow-On), and
Growing-Up-Milk (GUM) for ages 1 to
3, 3 to 6 and 6 above. Then there are
others for pregnant and breastfeeding
mums as well.
The marketing of
brands and the
40 Brand Equity Volume 3, 2010
extended variety has reached frenetic
levels. A ‡ urry of full-page-full-color
print ads is a norm for the category.
Digital media is being increasingly
harnessed for deeper engagement.
Product innovation continues
unabated; often delivering additional
and newer features that supposedly
claim to develop children in every
conceivable way (in mind and body
that is).
But some level of sophistication
is infused into the marketing
of products. That’s because
technical terms that seem to grab
the consumer’s attention (and
overwhelm them) are an indelible
part of communications. As a result,
consumer education and consistent
engagement is standard given
that today’s parents aren’t going
to accept a set of fancy terms. The
benefl ts need to be substantiated to
assure parents; and pediatricians in
particular.
For now, the highly
regulated category
offers signifl cant
barriers to entry for
potential new comers.
Current brands must engage
in running battles often to grow
their share, especially in mind and
heart.