1

Tapping into the Youth Market

Winning their loyalty requires us to be Meaningful, Different

& Salient

Sets Context for Next two presentations

Youth are Masters of Multi-Screening

3

Why we need to focus on them

Africa’s demographic profile = current & future opportunity for many businesses 4

Opportunity area - huge numbers , young, vibrant

population

o 200 million - people aged

between 15 - 24 years in Africa today (Youngest Population in the world)

o 18 % -Proportion of 12-24 Years

living in Africa in 2012

o 18% (7.05M) Population of 16-

24 Yrs in Kenya

o 28 % - Proportion of 12-24 Years

by 2040

o 18.6 - Sub-Saharan Africa’s

median is age compared to 32 for the BRIC countries

1. Force in numbers vs. rest of the world

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

6

Our Thoughts to how to Win them

10 Points to Ponder

• Inspire them to succeed (in our communication) • Invest in selected CSR initiatives related to education, be unique • showcase success stories

7 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

8

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

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

9 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

“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

11 Source: Various qualitative work across markets, Firefly MB

12

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

4. living for now / “YOLO”

attitude ability to let go, spontaneous fun,

‘being wild’

13 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

14

15

“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

Click to view

17 Click to view

18

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

Wh

at’

s co

ol?

6. Love for “Appeal” and

Imagination

Involve them in co-creation – NPD, Communication

19

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

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…

21

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’

22 Source: MillwardBrown

0

10

20

30

40

50

60

Ma

y-1

2

Ju

n-1

2

Ju

l-12

Au

g-1

2

Sep

-12

Oct

-12

No

v-1

2

Dec

-12

Ja

n-1

3

Feb

-13

Ma

r-13

Ap

r-13

Ma

y-1

3

Male youths Advertising Buzz

Brand A Brand D

0

0.5

1

1.5

2

2.5

3

3.5

4

Ma

y-1

2

Ju

n-1

2

Ju

l-12

Au

g-1

2

Sep

-12

Oct

-12

No

v-1

2

Dec

-12

Ja

n-1

3

Feb

-13

Ma

r-13

Ap

r-13

Ma

y-1

3

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

23

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?

24

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

Tech

no

log

y an

d c

on

nec

tio

n

25

9. Impatient/Instant gratification

• Instant prizes for promotions?

• Seamless availability/ distribution

26

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

11. The “Inward Looking” …. “ME Generation”

Recognize them & their opinion in our marketing mix execution

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)

29

Finally, Successful brands marketing to youth have a foundation in or association with key

passion Points for Youth

MUSIC

TECHNOLOGY

FASHION

SPORTS

30

31

To find out more about the youth market contact:

Chris Karumba

Millward Brown East Africa

e. chris.karumba@millwardbrown.com