Telkom Sa Soc Ltd. · JSE:TKG

Telkom Sa Soc — Investor Day (August 2014)

28 slides from Telkom Sa Soc's investor day presentation, Aug 4, 2014

  1. Slide 1: Telkom Marketing Analyst Day

    2014 Telkom Marketing Analyst Day 04 August 2014

  2. Slide 2: Telkom Marketing

    2014 TELKOM MARKETING Analyst Day 04 August 2014

  3. Slide 3: Contents

    Contents  Context  Change  Converge  Conquer 3

  4. Slide 4: Contents: Context

    Contents  Context Marketing in 5 slides  Change  Converge  Conquer 4

  5. Slide 5: There is only one boss - the customer

    “There is only one boss- THE CUSTOMER” 5 Sam Walton

  6. Slide 6: Growth Model

    Context 01 Growth Model Hi Retail Marketing Market penetration BRAND Product Marketing Lo Increase purchase Hi amongst existing customers 6 6

  7. Slide 7: Consumer Conversion Funnel

    Context 01 Consumer Conversion Funnel Brand Low High Awareness Positivity Usage Usage Above-the-Line Sponsorship Retail Marketing CRM PR Eventing One to One Loyalty 7 7

  8. Slide 8: Great Brands are both...

    Context 01 Great Brands are both….. 8 8

  9. Slide 9: Logic & Magic

    Logic & Magic 27/325 LEO BURNETT CHICAGO USA

  10. Slide 10: Contents: The Telkom Challenge

    Contents 02  Context The Telkom Challenge in 5 Slides  Change  Converge  Conquer 10

  11. Slide 11: What have I heard?

    What have I heard? 02 THEY ARE DOING A BAD JOB WE NEED TO WE DON’T HAVE REDUCE THE ENOUGH BUDGET ! MARKETING WE ARE DOING A GOOD JOB BUDGET I DON’T WANT TO BE ASSOCIATED WITH THE OLD MORE COMPLEX MOBILE. IT’S DIFFERENT FROM FIXED IS DINOSUAR TELKOM MOTHER BRAND. WE ARE DIFFERENT WE NEED TO GET WHO’S

  12. Slide 12: What have I seen?

    What have | seen? for # Telkom Business System Solutions @y Ju piter _ vodacom Telkom ISDN@WORK Yiyona WeHEET Telkom SA Qe? LIMITED Telkom Sport TalkPlus # ; alk lus 4 Telkom a Sonnet ispnawork N. Jupiler II & Telkom Internet TurboAccess Teh # Telkom . ae retro cosyein LF Telkom Internet MultiCall I

  13. Slide 13: What customers think?

    What customers think? 02 2007 2013 2007 2013 1st Mention 22% 6% 44% 17% Unaided Awareness 80% 59% 63% 37% Ever Tried 71% 46% 98% 83% Current Usage 43% 19% 97% 76% Main Brand 19% 5% 86% 67% 13

  14. Slide 14: The Challenge

    The Challenge 02 Current Reality Desired Reality Multi-Brand Monolithic Voice Data Features Benefits Rational Emotional Tolerated Appreciated 14

  15. Slide 15: For Telcos Three Things Matter

    For Telcos Three Things Matter 02 Brand, Convenience Value Service Network Potential Existing customer customer 15

  16. Slide 16: Keep It Simple

    Keep It Simple 16

  17. Slide 17: Contents: The Plan

    Contents 03  Context The Plan in 6 slides  Change  Converge  Conquer 17

  18. Slide 18: Brand Building

    Brand Building 03 July 2014 August 2014 September 2014 One Telkom Brand Emotion  One Brand  One Team  Develop a Q1 2015  One Business campaign that Brand Advantage establishes the  One Agency brand idea in an  Build brand Roster emotive way advantage through Brand Engagement  One Identity pro

  19. Slide 19: Telkom

    Telkom Telkom Telkom Wholesale Telkom Telkom Foundation 4 gS Sao °°

  20. Slide 20: Telkom

    Telkom

  21. Slide 21: Building the Business

    Building the Business 03 Segmentation Brand Development Prioritisation 1. Develop a brand framework 1. Invest primarily products that 1. Primary target segments at that can be used throughout drive reputation & revenue high level to be: Telkom 2. Invest selectively behind  Families 2. Develop a vis

  22. Slide 22: Media Execution

    Media Execution 03 35% New propositions 10% Geography Brand & sponsorship 30% Retail 25% April March 23

  23. Slide 23: Brand Purpose and Strategy

    BRAND Seamlessly connecting PURPOSE South Africans to a better life A brand offering converged solutions that allows you to get more from life BRAND Brand TOMORROW STARTS TODAY S/Ship POSITIONING 18% 15% Increase Share of Drive Leadership in Create a Wholesale Own The Home SMME Enterprise & Govt. Co

  24. Slide 24: Contents: Winning

    Contents 04  Context  Change  Converge  Conquer WINNING- in 1 slide + a movie 27

  25. Slide 25: To Conquer We Must...

    To Conquer We Must….. 04  Focus on one Telkom Brand & Team  Be Noticed  Be Consistent  Be Liked  Excellence in Execution 28

  26. Slide 26: We Need to be Crazy

    We Need to be Crazy 29

  27. Slide 27: Laozi quote

    A journey of a thousand miles begins with a single step LAOZI Chinese Philosopher 30

  28. Slide 28: Thank You

    & 4 Telkom THANK YOU

Telkom SA SOC — Investor Day (August 2014) on 6ix