Tapping into the Youth Market

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Tapping into the Youth Market

2. Winning their loyalty requires us to be Meaningful, Different & Salient
Sets Context for Next two presentations
Youth are Masters of Multi- Screening

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Why we need to focus on them

4. Africa’s demographic profile = current & future opportunity for many businesses
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Opportunity area - huge numbers , young, vibrant population
o200 million - people aged between 15 - 24 years in Africa today (Youngest Population in the world)
o18 % -Proportion of 12-24 Years living in Africa in 2012
o18% (7.05M) Population of 16- 24 Yrs in Kenya
o28 % - Proportion of 12-24 Years by 2040
o18.6 - Sub-Saharan Africa’s median is age compared to 32 for the BRIC countries
1. Force in numbers vs. rest of the world

5. 2. Better Education = access to information, formal employment, social & economic development
4. Technology & Access to Information
5.Affirmative action & Influence on society
3. Increasing buying power

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Our Thoughts to how to Win them 10 Points to Ponder

7. •Inspire them to succeed (in our communication)
•Invest in selected CSR initiatives related to education, be unique
•showcase success stories
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Source: Various qualitative work across markets, Firefly MB
1. desire for success and achievement
success in academics critical but of late, “gateway to success” & comfortable future is being re-defined

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Bank
Main Bank Used (%)
Total
18-24
YEARS
25+
YEARS
Equity
39
stronger
38
Cooperative
20
stronger
19
KCB
16
8
18
Barclays
6
3
6
National Bank
4
4
4

9. First Mention - % of what they fear (Top 3)
%
Poor Health/Sickness/AIDS
68
Unemployment
58
Poverty/Poor living standards
55
2. fear of failure
constant fight to ensure they do not fall into the ugly jaws of poverty
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Source: Various qualitative work across markets, Firefly MB, internal data mining, Quant study in Kenya
“All my friends are clever. I do not like hanging out with people who fail in school because they will make me fail as well”
•Consider relevant youth empowerment programs - including mentorship
•Use “encouragement” in our messaging / avoid reminding them of failure

11. “I have a cheap phone. When I am with my friends I tell them that I don’t have a phone just because I don’t want them to see it. They will laugh at me and think that I am poor”
The circle of life
Different friends for different moments
Friends are my alter ego
Partners in crime
Emotional support system
3. belonging to ‘peer group’ As a source of identity & bedrock for a sense of belonging
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Source: Various qualitative work across markets, Firefly MB

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Agree/ Disagree statement on …..KENYA Total 13-19 yo 20-24 yo 25-49yrs
I LIKE TO KEEP UP WITH THE LATEST FASHIONS 4.1 4.18 4.2 3.97
IT IS IMPORTANT TO KEEP YOUNG LOOKING 4.19 4.24 4.27 4.12
I FIND THAT I AM EASILY SWAYED BY OTHER PEOPLE'S VIEWS 2.46 2.48 2.4 2.42
I TEND TO SPEND MONEY WITHOUT THINKING 2.33 2.35 2.23 2.31
Agree/ Disagree statement on …..TANZANIA Total 13-19 yo 20-24 yo 25-49yrs
I LIKE TO KEEP UP WITH THE LATEST FASHIONS 4.17 4.2 4.18 4.01
IT IS IMPORTANT TO KEEP YOUNG LOOKING 3.98 4.06 4.04 3.72
I FIND THAT I AM EASILY SWAYED BY OTHER PEOPLE'S VIEWS 2.98 3.09 2.85 2.88
I TEND TO SPEND MONEY WITHOUT THINKING 2.13 2.16 2.12 1.96
Agree/ Disagree statement on …..UGANDA Total 13-19 yo 20-24 yo 25-49yrs
I LIKE TO KEEP UP WITH THE LATEST FASHIONS 4.07 4.14 4.34 3.91
IT IS IMPORTANT TO KEEP YOUNG LOOKING 4.35 4.41 4.34 4.31
I FIND THAT I AM EASILY SWAYED BY OTHER PEOPLE'S VIEWS 2.8 2.95 2.72 2.63
I TEND TO SPEND MONEY WITHOUT THINKING 2.03 2.09 2.15 1.86
Identify online
“maven” within
peer group (given that
they are always online) &
use to influence
brand impressions
…..POSITIVELY
3. belonging to ‘peer group’
source of identity & the bedrock for a sense of
belonging
Source: MBEA internal

13. 4. living for now / “YOLO” attitude ability to let go, spontaneous fun, ‘being wild’
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Source: Various qualitative work across markets, Firefly MB
•Use Experiential marketing to Project “FUN” brand image
•selectively pick the spontaneous fun occasions to play in – e.g. Parties, Music events

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“When on the rave (hang outs) I get to drink and smoke..things I would never do at home. I get to be a bad girl. I like it. I am the first born so at home there is immense pressure to be a good example to my siblings”
Source: Various qualitative work across markets, Firefly MB
5. Parents vs. Own World
constant internal ‘turmoil’ between wanting to please parents (Traditional norms) vs. pushing their own boundaries (moving with the trends)
•appeal to both worlds (balance the shell & the yolk) by projecting ‘outer’ as modern, & the ‘inside’ as traditional

16. Click to view

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Click to view

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Tap into their imaginations to co- create e.g. packaging, concept development, ensure our offers touch their sense of appeal
That which is internationally renowned… has left a stamp in the international arena
Flashy, blingy, new technology - something that helps to stand out – from a distance
Something that helps fit in and yet elevates the social standing
Something that helps me make the smart choice – I am the clever one among my friends
Needs to talk about changing the way things are – a different way of doing things
That which helps me navigate seamlessly… esp in the world of technology
What’s cool?
6. Love for “Appeal” and Imagination
Involve them in co-creation – NPD, Communication

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7. Uncommitted - they are uncommitted and will constantly search for new offers and better terms & conditions
•Offer variety
•keep innovating to clamp competition
•Be CONSISTENT in engaging them
Source: Louise Couchman, Research Director, Firefly MillwardBrown and various internet sources

20. approximate Age
Virtues
Psycho Social Crisis [2]
Significant Relationship[3]
Existential Question
Examples
0–2 years
Hopes
Basic Trust vs. Mistrust
Mother
Can I Trust the World?
Feeding, Abandonment
2–4 years
Will
Autonomy vs. Shame and Doubt
Parents
Is It Okay To Be Me?
Toilet Training, Clothing Themselves
4–5 years
Purpose
Initiative vs. Guilt
Family
Is It Okay For Me To Do, Move and Act?
Exploring, Using Tools or Making Art
5–12 years
Competence
Industry vs. Inferiority
Neighbors, School
Can I Make It In The World Of People And Things?
School, Sports
13–19 years
Fidelity
Identity vs. Role Confusion
Peers, Role Model
Who Am I? What Can I Be?
Social Relationships
20–39 years
Love
Intimacy vs. Isolation
Friends, Partners
Can I Love?
Romantic Relationships
40–64 years
Care
Generativity vs. Stagnation
Household, Workmates
Can I Make My Life Count?
Work, Parenthood
65-death
Wisdom
Ego Integrity vs. Despair
Mankind, My Kind
Is It Okay To Have Been Me?
Reflection on Life
Source: Erikson’s Theory of Psycho-Social Development
Because of Psycho-social Crisis related to search for identity…

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0
5
10
15
20
25
30
35
40
45
50
Jan-12
Jun-14
%
Brand Y - % Preferred (Nigeria)
Youth
Adults
0
5
10
15
20
25
30
35
40
45
%
Brand C: Level of Commitment/Loyalty (Uganda) (%)
Adults
Youth
Lower level of ‘attachment’ to brands that creates equally lower ‘loyalty’

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Source: MillwardBrown
0
10
20
30
40
50
60
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Male youths Advertising Buzz
Brand A
Brand D
0
0.5
1
1.5
2
2.5
3
3.5
4
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Brand Equity among youths
Brand A
Brand D
Brand D active
Brand A
active
Brand D active
Brand A
active
Their “Fickle” nature extends to brands too

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8. Tech & marketing savvy - easy access and faster consumption of info, know a lot about brands – can compare options based on knowledge…. able to study what’s out there before making a decision
Items spent on
%
Airtime
46
Food
25
Clothing
4
Personal effects
4
Soft Drinks
3
Savings
2
Stationery
2
Cosmetics
2
Reasons for using the internet
%
Social Networks
85
Entertainment - Downloading Music / Games etc
54
Emails
37
Viewing Job Information / Job Search
21
•Include digital in media plans
•Be authentic in our brand promise
•Be simple & clear in communication
•Partnership with telcos – win ‘airtime’ offers in promotions?

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BREAKFAST
TEXT MY FRIEND
LISTEN TO MUSIC
CHAT IN CLASS
WATCH TV
LISTEN TO MUSIC FROM PHONE/IPHONE
SURF THE NET
CALL A FRIEND
PHONE ALARM
BOYFRIEND TEXTS ME OUTSIDE
SELFIES !!!
NIGHT CHATS
HANG OUT WITH FRIENDS LATER
Technology and connection

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9. Impatient/Instant gratification
•Instant prizes for promotions?
•Seamless availability/ distribution

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10. Aspirational –
They not only look for edgy, marker brands that they use currently but also aspire for others
•Balance between ‘current’ & ‘aspiration’ in communication

27. 11. The “Inward Looking” …. “ME Generation”
Recognize them & their opinion in our marketing mix execution

28. Be innovative, Trendy, Unique
them to connect with friends
Build brands that enable
Balance good quality & affordability
Understand their fast changing needs, involve them
Identify with them to earn TRUST & Relevance
Project big brand profile – they want to be associated with such
distinctive advertising style – be funny, fast paced, prominent music
Be modern but also remember role of local cultural norms
Stay ahead of them (in their fast changing world)

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Finally, Successful brands marketing to youth have a foundation in or association with key passion Points for Youth
MUSIC
TECHNOLOGY
FASHION
SPORTS

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To find out more about the youth market contact:
Chris Karumba
Millward Brown East Africa
e. chris.karumba@millwardbrown.com