cool today, gone tomorrow - brand loyalty for generation y

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Page 1: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 2: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 3: Cool today, gone tomorrow - Brand loyalty for Generation Y

What it is NOT…

Page 4: Cool today, gone tomorrow - Brand loyalty for Generation Y

n = 1.529 13-29 Belgian youngsters

540 brands in 30 product categories

metrics on:

• coolness DNA scores for KNOWN brands

x.appeal + y.popularity+z.originality

• importance of coolness per category

COOL BRAND AWARDS STUDY

NEW this year:

• purchase behavior

• loyalty in categories & for PURCHASED brands

Page 5: Cool today, gone tomorrow - Brand loyalty for Generation Y

Thank youhelicopter parents!

Page 6: Cool today, gone tomorrow - Brand loyalty for Generation Y

Generation ME?

Page 7: Cool today, gone tomorrow - Brand loyalty for Generation Y

They have more & deeper social relationshipsthan you did!

Page 8: Cool today, gone tomorrow - Brand loyalty for Generation Y

Always the same brand = loyalty?Q : For which product or service would you always choose one & the same brand? (open question)

17%

16%

13%

12%

8%

4%

4%

3%

2%

2%

2%

1%

1%

1%

1%

Telecom

Drinks

Personal Care

Fashion

Computer materials

Food items

Candy

Car

Sport Material

Bank

Breakfast products

Music

Beer

Travel

Electronics

TOP 3 SECTORS

9%

5%

3%

3%

3%

2%

2%

2%

2%

2%

2%

2%

1%

1%

1%

Coca Cola

Nokia

Apple

Samsung

Proximus

Mobistar

Gilette

Spa

Nike

Sony

Sony Ericsson

Nivea

Nutella

Côte d'or

Adidas

TOP 3 BRANDS

“Retention is for wimps. We

measure the percent of

customers who have our name

tattoed on one of their body

parts.” (Harley Davidson Annual report)

Page 9: Cool today, gone tomorrow - Brand loyalty for Generation Y

Stimulus Junkies

Page 10: Cool today, gone tomorrow - Brand loyalty for Generation Y

Loyal to a happy few…Q : When making a choice in each of the categories, do you always take only one brand into consideration or a range of

different brands?(% „I always choose for the same brand‟ – „I only consider a few brands‟)

90%

83%

76%

72%

71%

70%

65%

58%

58%

56%

53%

52%

51%

51%

50%

Mobile phone operators

Banks

Razors/razorblades

Mobile/Smartphones

Game consoles

Energy drinks

Coffee/Tea

Beer

Hair gels

PCs

Water

Mints

Touroperators

Chewing gum

Cars

50%

47%

47%

44%

44%

43%

40%

39%

36%

33%

32%

31%

30%

29%

22%

Soft Drinks

Personal Care

Spirits

Sports shops

Electronics shops

Salty snacks

Make-up

Sports brands

Jeans

Ready-made meals

TV brands

Shoes

Fashion shops

Chocolate snacks

Fashion

badge items

Page 11: Cool today, gone tomorrow - Brand loyalty for Generation Y

A youth paradox?

Page 12: Cool today, gone tomorrow - Brand loyalty for Generation Y

79%

78%

76%

75%

74%

71%

70%

67%

67%

64%

64%

63%

61%

58%

58%

Fashion

Fashion shops

Shoes

PCs

Mobile/Smartphones

Jeans

Cars

Mobile phone operators

Game consoles

Soft Drinks

Sports brands

TV brands

Banks

Make-up

Beer

56%

55%

54%

53%

52%

51%

50%

50%

47%

46%

45%

43%

43%

42%

35%

Personal Care

Sports shops

Electronics shops

Spirits

Touroperators

Razors/razorblades

Chewing gum

Chocolate snacks

Energy drinks

Hair gels

Coffee/Tea

Ready-made meals

Water

Salty snacks

Mints

Categories where coolness is the most important…Q : How important is it to choose a cool brand in these categories?(% Top 3)

6/10 & 14/20 overall coolest brands are badge items!

Page 13: Cool today, gone tomorrow - Brand loyalty for Generation Y

Relation Coolness & Brand Choice

Loyalty

Cooln

ess

Brand is my first

choice

Brand is not my

first choice

High

Low

R² = 73% - 540 brands in 30 categories

Very strong correlation between being cool &

getting attitudinal loyalty from youngsters !

Page 14: Cool today, gone tomorrow - Brand loyalty for Generation Y

Mobile/Smartphones

Mobile phone

operators

Beer

Spirits

Soft Drinks

Energy drinksHair gels

Make-up

Jeans

Coffee/Tea

Chewing gumChocolate Snacks

Shoes

Fashion

Banks

Game consoles

WaterReady-made

meals

Touroperators

PC

Mints

Fashion Shops

Sports brands

Personal Care

TV brands

Cars

Electronics shops

Sports shops

Salty

snacks

Razors/razorblades

LoyaltyConsider only

one or few brands

Consider many

different brands

Very

important

Less

important

Import

ance o

f C

OO

L

Coolness X Loyalty: 4 situations

Page 15: Cool today, gone tomorrow - Brand loyalty for Generation Y

Soft Drinks

Jeans

Shoes

FashionFashion Shops

Sports brandsTV brands

Cars

LoyaltyConsider only

one or few brands

Consider many

different brands

Very

important

Less

important

Import

ance o

f C

OO

L

Survival of the Coolest

Fierce competition: large set

of acceptable brands

Choice = based on price,

availability & campaigns

that appeal

Remaining your coolis a must to survive &

convert less loyal to loyal

brand users

Spirits

Make-up

Personal Care

Electronics shops

Sports shops

Beer

PC

Page 16: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 17: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 18: Cool today, gone tomorrow - Brand loyalty for Generation Y

Mobile/Smartphones

Mobile phone

operators

Banks

Game consoles

LoyaltyConsider only

one or few brands

Consider many

different brands

Very

important

Less

important

Import

ance o

f C

OO

L

Cool dominates

Loyalty is strong &

coolness is important

But be cool at the right time!

- Understand points of entry

- If you’re late... then you have

to change (the rules of) the

category.

Page 19: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 20: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 21: Cool today, gone tomorrow - Brand loyalty for Generation Y

Hair gels

Chewing gumChocolate Snacks

WaterReady-made

meals

Mints

Salty

snacks

LoyaltyConsider only

one or few brands

Consider many

different brands

Very

important

Less

important

Import

ance o

f C

OO

L

Cool differentiates

Low ticket items: less risky

to experiment

But there are favorite

brands !

Important to create cool

unordinary flavors or

varieties, new impulses, be

fun, not boring...

Or push your brand UP

Page 22: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 23: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 24: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 25: Cool today, gone tomorrow - Brand loyalty for Generation Y

Coffee/Tea

Razors/razorblades

LoyaltyConsider only

one or few brands

Consider many

different brands

Very

important

Less

important

Import

ance o

f C

OO

L

Cool drives pester

power

Loyalty is strong, but

coolness is relatively less

important, …

Lower youth involvement...

(family purchases)

Coolness can induce

pester power or push

your brand up changing

products or using

campaigns to increase

appeal

Page 26: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 27: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 28: Cool today, gone tomorrow - Brand loyalty for Generation Y

They don‟t leave because there‟s a compelling reason to leave.

They leave because there‟s nocompelling reason to stay

Page 29: Cool today, gone tomorrow - Brand loyalty for Generation Y

The way to their hearts in 3+1 steps

Page 30: Cool today, gone tomorrow - Brand loyalty for Generation Y

1. Unknown= Unloved

Page 31: Cool today, gone tomorrow - Brand loyalty for Generation Y

2. I‟m like You,You are like me

Page 32: Cool today, gone tomorrow - Brand loyalty for Generation Y

Social explorer

25%

Show-off’s

13%

Homebodies

8%

WE ME(I’m better)

TH

INK

DR

INK

CHANGE

:

CONSERVATISM

Model Mainstream

32%

Idealists23%

Youth Mapping InSites & MTV Networks

Page 33: Cool today, gone tomorrow - Brand loyalty for Generation Y

kids, youth & trend insights

jumpers

show grieten &

fashion boys

skaters

emo

gothic

drum’n bass –elektro

seutjes

breezersletjes

& players

rappers

& R&Bers

punk

tektonic

new rave – 80s

gabbers

Social explorer25%

Show-off‟s

13%

Homebodies

8%

Model Mainstream

32%

Idealists23%

rockers

hippies

nerds

Youth Mapping InSites & MTV Networks

WE ME(I’m better)

EXTRA

VERT

:

INTRO

VERT

Page 34: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 35: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 36: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 37: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 38: Cool today, gone tomorrow - Brand loyalty for Generation Y

3. Thrilling ExperiencesTogether

Page 39: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 40: Cool today, gone tomorrow - Brand loyalty for Generation Y

Do they want to hang out with your brand?

Page 41: Cool today, gone tomorrow - Brand loyalty for Generation Y
Page 42: Cool today, gone tomorrow - Brand loyalty for Generation Y

Maintaining your relationship...Q : Please indicate which brand you chose when you most recently bought / chose a …

Q: Imagine you would make a choice in this category within 3, 5 or 10 years, would you choose the same brand? (% „yes‟)

10%8%

7% 6%

23%21%

19%18%

Present Purchase Purchase in 3 years Purchase in 5 years Purchase in 10 years

Uncool Brands (max. 6,5/10)

Cool Brands (min. 7,5/10)

10%8%

7% 6%

23%21%

19%18%

Present Purchase Purchase in 3 years Purchase in 5 years Purchase in 10 years

Uncool Brands (max. 6,5/10)

Cool Brands (min. 7,5/10)

92%

83%

81%

71%

76%

66%

Cool brands are not only purchased 2X as frequently

today, after ten years they are purchased 3X compared

to uncool brands !

Page 43: Cool today, gone tomorrow - Brand loyalty for Generation Y

Hier nog toevoegingen merk

en interesses+1. Beauthentic

Page 45: Cool today, gone tomorrow - Brand loyalty for Generation Y

4 things you should know by heart

Page 46: Cool today, gone tomorrow - Brand loyalty for Generation Y

Allelujah

1. Fickle youngsters can be sequentially

monogamous if you touch their heart

2. To do so coolness helps in 4 different

situations & categories

3. Being cool not only sells in short term but

also protects in long term

4. The 4 steps to earn their love are actually

easy: just think of how you seduce men or

women...

Page 47: Cool today, gone tomorrow - Brand loyalty for Generation Y

Or micro-summarized:

LOVE & PRIDE

Thanks for your interest

[email protected]