Byan for Research and Consultancy Credentials

Oct, 2013 Byan for Research and Consultancy

Company Profile Cairo, Egypt

C O N F I D E N T I A L | w w w . b y a n . c o

Byan [ba-yaan] to explain; emphasize; illustrate; express and clarify.

C O N F I D E N T I A L | w w w . b y a n . c o | 2 B YA N

Overview • BYAN is a young firm founded early 2013 by a distinguished group of

partners with diverse backgrounds in fields of research, strategy and operations management consulting.

• BYAN specializes in offering wide range of research and advisory services serving four main distinct sectors namely FMCG, ICT & Media, Finance & banking and Healthcare; focusing on four core business aspects which are Business Strategy, Commercial/Marketing Management, Operations Management and Business Improvement.

• Our approach to research is about creating knowledge rather than providing data. We offer full range of research solutions designed to guide our clients through all development stages.

• We provide strategic and operational consultancy services to businesses, organizations and portfolio holders to help improve their performance or seek new business opportunities.

• Unique approach to consulting services based on a combination of strategic advice and a hands-on pragmatic approach

BYAN offers full range advisory services designed to address all your strategic and operational needs

Introduction to BYAN


Real-estate developers Other

1 Client references refer to personal client relationships of Byan’s team members, including those established with previous employers

Telecoms FMCG, Electronics & Retail Financial Institutions Automotive

NON EXHAUSTIVE Our clients 1



Our offering covers wide range of services and industries

Byan Services Industry practices

Telecoms

FMCG

Retail

Banking

Real estate

Automotive

Health Care

Strategy Consulting

Commercial Consulting

Operations Consulting

Research

Training

OD Consulting

PMO



Help our clients

maximize their

enterprise value …

… by seeking new business opportunities … by exploiting new business lines and models

… by superior commercial management … by achieving operational excellence

M&A & Start ups

Strategy and Business Development

Branding & Marketing

Sales & Distribution

Product Development

Business Model development

Business improvement

Transformation Program Management

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2

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Our Consultancy Services

BYAN focuses on generating and maximizing value to our clients through a pragmatic and result-oriented approach


BYAN team have a significant track record in establishing new businesses as well as in exploiting new business opportunities

Help our

clients

maximize

their

enterprise

value …

… by seeking new business

opportunities

… by exploiting new

business lines and models

M&A & Start ups

Strategy & Business Development

Product Development

Business Model development

• M&A strategies and opportunities

identification

• Financial and operational evaluations

• Bid applications for licenses

• Commercial and technical due

diligences

• Business planning

• Business valuations

• Full start ups management

M&A & Start ups Strategy & BD Product Development Business Model development • Advisory to the Board

• Corporate strategies and strategic

plans

• Market entry, expansion and

partnership strategies

• New business models definition and

strategies

• Product lifecycle management

strategies

• Wholesale strategy

• Product strategy

• Detailed product marketing review

including target segmentation,

pricing, distribution and promotional

activities

• Evaluating corporate or unit

business model and profitability

• Alternative strategies to turn around

business.

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2

3

4

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We help our clients optimize and transform their organization to become leaner and more profitable

Help our

clients

maximize

their

enterprise

value …

… by superior commercial

management

… by achieving operational

excellence

Sales & Distribution

Branding & Marketing

Program Management

Business improvement

• Branding & communication

• Analytical marketing and VBM

- Revenue stimulation

- Up and cross-selling

• Value proposition redesign

• Pricing strategies

• Customer experience design

• Loyalty programs

Marketing Sales & Distribution Business improvement Program Management

• Routes to market strategies

• Distribution models

• Channel management and

compensation

• Sales & Distribution revamp

• Channel strategy and set-up for new

services

• Performance improvement programs

• Business model transformation

• Revenue assurance

• Innovative sourcing

• Managed services

• Vendor management

• Program management / launch

offices

• Portfolio management

• Transformation program offices

• Organization structure and

governance model re-definition

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6

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A unique approach to advisory services

• We develop deep understanding of the industry, the only way to be true partners and deliver value to our C-level clients

• Our focus is on realizing the results, not just leaving our clients with the good ideas, hence we work on developing a lasting partnership with our clients

• Our team is mainly comes from multinational and consultancy backgrounds to provide true value for money

• Unique combination of senior advice with hands-on experience that drive the implementation to true results

Industry

understanding

Lasting

partnerships

Knowledgeable

teams

Strategists &

implementers

Research

excellence

How we deliver the difference

• We create knowledge rather than providing data, our approach is to provide the analytical insights not just the numbers and trends to support decision making



Why Byan Research? 4 compelling reasons Our Research Services

1 Quality research using state of art tools and techniques Quality

2 Speed and scalability in research execution Speed

3 Top-notch team balancing category understanding and deep research expertise Experience

4 Best value for your research budget Value


Quality research using state of art tools and techniques

We believe that quality of fieldwork is the foundation of a high quality research, hence we focus on accuracy in implementing the research methodology as planned with experienced interviewers, back-checkers and operations across the different methodologies Paper and Pencil Interviews Computer Aided Telephonic Interviews and Computer Aided Personal Interview

Our Research Services

1

We employ strict quality checking approach: 1. For all types of studies: Prior to fieldwork we do extensive field

brief training, mock calls and pilot testing. 2. For Face to Face interviews:

• 50% back check for all the questionnaires (vs ESOMAR standards of 30%), along with 10% accompanying interviewers.

• Regional back checkers ensuring daily checks for best quality. • 100% scrutinized questionnaires

3. For Mystery Shopper: • Supervisors accompany the interviewers at least 50% of their

visits • Cards/ photos/ receipts are attached with Mystery shoppers

questionnaires • Random visits are done by supervisors / back-checkers for a

sample of stores’ visits done by the Mystery Shoppers in the same day to ensure high accuracy

4. For Computer Aided Telephonic Interviews: • Available Auto dialer to call randomly from the database • All the phone calls are recorded for later quality checks. • Supervisors listen to most of the interviews done by the

interviewers live to provide feedback.

We apply advanced analysis to provide insights not just numbers, for example: Multivariate analysis allowing for in-depth understanding the relations between the variables yielding the optimum results. Examples include Principal component analysis, regression analysis, correspondence analysis, among others. MX software supporting market research and sensory analysis tools such as Penalty Analysis, TURF analysis, among others.

A. Fieldwork quality C. Quality Checking Approach

B. State of art tools and techniques


Speed and scalability in research execution

We have flexible and easily scalable workforce and facilities:

• For CATI: we have an access to extra call center facilities that can go up to 35 -40 extra seats based on urgency of ad-hoc research needs.

• For Face-to-Face interviews and mystery shoppers: we have up to 40 experienced field work interviewers and a number of supervisors and quality checkers. Regional field work teams enabling any large scale regional on timely manner.


2 Top-notch team balancing robust category understanding and deep research expertise

Extensive research experience covering primary and secondary data allowing for efficient tackling of the business challenge.

Our fieldwork team has extensive years of experience working with different global research firms, handling ongoing complicated trackers nationwide across different industries.

3

Best value for your research budget

Given local and international tough market conditions, research budgets are being challenged to offer the best value at lowest costs. We understand this challenge, and we are structured to offer the best value. We have minimal overheads ensuring low administration costs for any contracted research. With out compromising on quality, we enable you to do more with your research budget.

4


Our Regional Footprint

• We have a full operating research office in Egypt and we conduct research through contacted field offices in MENA region.

• Given our experience and relationship with these field offices, we can guarantee high quality of fieldwork, competitive time and cost in these countries.

Our Research Service Portfolio

We provide quantitative and qualitative research services covering most of the MENA region

• Qualitative Research:

– Focus Groups Discussions (Regular and Extended)

– In-Depth Interviews for consumer, traders and business customers

– Home visits

• Quantitative Research

– Paper and Pencil Interviews

– Computer Aided Telephonic Interviews

– Computer Aided Personal Interviews

– Online interviews


Covered Segments

• Consumers

• Business to Business

• Traders


Sample studies under the mentioned category

Customer Understanding

Marketing Studies

Political Researches

Distribution Studies

Market Research

We cover a wide range of research studies delivering insights into every aspect of our client’s business


• Customer satisfaction studies • Demand Estimation studies • Category Usage and Attitude Studies

• Market information and trends • Market sizing and entry strategy • Market risk analysis and mitigation

• Brand equity and association studies • Concept/Product testing • Pricing Studies

• Trade mystery shopping • Trade audits • Geo mapping studies

• Public opinion polling • Political parties brand tracking

• Customer segmentation and analytics • Buyer motivation and expectations • Loyalty studies

• Advertising Researches and trackers • Positioning studies • Product testing

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Customer Understanding: Customer satisfaction studies Our Research Services

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Satisfaction Studies types Importance Performance analysis

Satisfaction Studies

Consumers Partners/ Traders

Employees

• It is easier to RETAIN than to gain a new customer • It costs you five times more to gain a new customers

than retaining a customer • Satisfied customers tend to be loyal who engage in

positive word of mouth reinforcing your brand and strengthening it

WHY?

Importance/Performance Analysis

Importance Level P

erfo

rma

nce

Lev

el

Potential Opportunity High performance attributes that currently consumers don’t realize their importance. Must raise consumer’s awareness.

Ideal Situation You are performing well in the significant attributes” – Keep up the good work.

Secondary Focus De-prioritize

Area of Action You are not performing well in the significant attributes.


Market Research: Market Scanning Our Research Services

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Example: Market scanning For Real Estate Prices Example: Market Scanning for Competition and client Brands

Source : Primary Data – Mystery Shopper and Scanning

Illustrative Example

Source : Primary Data – Mystery Shopper and Scanning



Marketing Studies: Brand Equity Our Research Services

3

Brand’s Presence within the category

What does the Brand stand for? (Knowledge and impressions associated with the brand)

Behaviour & Attitude towards the brand (Consideration – Trial)

Being Connected to the Brand Continue / Increase Using it Positive word of mouth

50%

55%

40%

12%

16%

11%

26%

54%

34%

34%

34%

34%

0% 20% 40% 60% 80% 100%

Attribute 1

Attribute 2

Attribute 3

Attribute 4

Share of Endorsement

Brand 1 Brand 2 Brand 3

59

53

58

Brand 1

Brand 2

Brand 3

Ever Bought / Sell Currently Used

49

48

41

Most Often Used

35

33

32


Sample brand equity research approach Example: Competitive brand study


Marketing Studies: Category Usage and Attitude Studies Our Research Services

3


Example: Mapping market opportunities and need gaps approach Example: Usage and buying habits

“WHY” Needs for consumption

and usage

“What is used” Details about

usage

“When” Occasions of

consumption/ usage

Who are the category users

Decision Making process

Brands Dynamics

Purchase / Subscription/

Activation Behavior

Where it is used

46

60

35 45 45

38

34 47 24 35 35 25

7.32

7.9

6.3

5.0 6.0

8.0

0

3

6

9

12

15

0

20

40

60

80

100

All Region 1 Region 2 15-24 yrs 25-34 yrs 35+ yrs

Penetration (L12M)Current Usage (L30D)

15%

10%

25%

50%

Weekly Buying

Biweekly buying

Monthly Stocking

Upon Need

Occasions of Buying


Marketing Studies: Concept and Product testing Our Research Services

3


Example: Testing Cycle approach Example: Concept testing approach

Idea Generation Concept Testing

Product Testing

We study: • Appeal Level • Comprehension • Relevance of Concept for the consumers’ needs • Uniqueness versus the current offerings • Key message / benefit communicated in the concept? • Reasons to Believe for the claimed message and benefit

To be able to answer: • Does your new product generate the required level of

appeal? • Does the new product meet the consumers’ needs? • Is it unique than the remaining offerings in the market? • What are the sensory attributes which need to be modified

?

Concepts / Products Testing

Monadic Sequential Monadic

Paired Comparison

1.0

1.5

2.0

2.5

3.0

3.5

4.0

4.5

5.0

1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0 5.5 6.0 6.5 7.0

Overall Rating

Pu

rch

asin

g In

ten

tio

n

Concept A

Concept B


Marketing Studies: TURF and Penalty analysis studies Our Research Services

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Example: TURF analysis Example: Penalty analysis

Penalty Analysis Application Example

Just right Too Strong

6.0

If we are testing a sensory attribute – and we need to measure the penalty of not scoring “Just Right” in this attribute for the overall product evaluation.…

Too Weak

Penalty

Mean Scores 6.5 4.8

-0.5 -1.7

Based on the above – we can recommend to strengthen the attribute

TURF Application Example

% of Respondents Willing to Buy Different Flavors (Multiple Answers)

Flavor A 50%

Flavor B 40%

Flavor C 30%

Using TURF analysis – we can measure the maximum reach of different flavors combinations post removing the possible duplication of respondents between different flavors:- • Flavors A & B: 60% • Flavors A &C: 75% • Flavors B &C: 65%

Looking at the table – obvious results is to recommend to launch favors A & B.. But TURF reveals something different …

Hence through TURF we can recommend to launch flavors A&C.



Marketing Studies: Pricing Research Our Research Services

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Example: Pricing Studies approach

Pricing Techniques

Price Sensitivity Meter Gabor Granger Choice Based Conjoint

0

10

20

30

40

50

60

70

80

90

100

<30 30 40 50 60 70 80 90 100 110 120 130 >130

Price (EGP.)

% R

esponses

Cheap Expensive Too Expensive Too Cheap

• Respondents answer four questions regarding the price points where products are considered:

• Too cheap – Bargain – Expensive – Too expensive to buy

• Identifying the price point which generates optimum revenue.

• Calculates the extent of demand elasticity with price change

a) Selecting the Attributes relevant to the product, and the levels related to each attributes and hence different products bundles.

b) Consumers are given the choice to choose between different product bundles

The utility of each attribute and at each

level.


Marketing Studies: Advertising Researches Our Research Services

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Example: Advertising Research types Example: Ad enjoyment and recall

Advertisement Researches

Story Board Animatic Copy Finished Copy

DIAGNOSTICS

• Is the copy enjoyable and engaging enough to capture attention?

• Comprehension Level

• Persuasion Level

• Key message captured

REACH & RECALL

• Extent of reach of the copy

• The recall of story elements

• The recall of the brand , logo and slogan.

• Advertising message recall

50% 20% 10% 10% 10%

0% 20% 40% 60% 80% 100%

Enjoyment Level

Extremely enjoyed warching it Somehow enjoyed watching it Neutral

Somehow didn’t enjoy it Didn’t enjoy it at all

T2B: 70%

Scene 1: Introductory

Scene

25%

Scene 2:

(60%)

Branding Elements Scene

(75%) Scene 4:(30%)

Ending Scene

(10%)

Slogan

(5%)

The Song / The Music

(80%)

Story Recall Across All respondents


Distribution Studies: Geographic Mapping Surveys

35% 37%

39% 38% 40%

42% 40%

45%

40%

46%

43%

33%

30%

50%

Wave 1 Wave 2 Wave 3 Wave 4

Regional Product Recommendation

Total CairoAlex Delta

40%

50%

60%

70% 70%

50%

40%

30% 30% 35%

50% 55%

W1 W2 W3 W4

Recommendation by Brands Cairo Region

Brand 1 Brand 2 Brand 3

Regional Dashboard – Drill down to Qism Level

90%

50%

60%

70%


10%

50%

60%

70%

40%

50%

60%

70%

Recommendation by Qism

Qism 1 Qism 2 Qism 3


4


Product Recommendation Before & After implementing dealers’ schemes.

Example: Automotive Industry – Lubricants market leader Example: Mystery Shopper – FMCG sector

Linking Geo-mapping by regions


Political Studies: Political party trackers Our Research Services

5


27%

20%

18%

15%

20% 21%

25%

20% 20%

14%

0%

5%

10%

15%

20%

25%

30%

FJP Masr El-Kaweya

Dostour Wasat Misr

Wave 1 Wave 2

60%

70%

50%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

TV Radio Newspapers Internet websites

TV Radio Newspapers Internet websites

Preference for Political Parties Sources of Information for the Political Parties Political Party Preference


Sherine Fouad – Founder and Managing Director

• Former Strategy Director of Vodafone Egypt • 17 years of strategy, commercial and operations experience in mobile and fixed telecommunications. • Worked with top consulting firms including Mckinsey and PwC from client side on various restructuring and M&A projects. • Recently appointed as strategy and commercial advisor to the ministry of investment in Egypt. • Recent telecommunications projects included:

– Development and launch of first European MVNO targeting Arab speaking ethnic communities in Italy. – Revamp of distribution strategy including direct/indirect channel mix, channel incentives and economics and channel reach – Development of rural expansion strategy to capture market growth; covering end-to-end geo strategy, distribution, location-based

tariff and branding. – Lead a consortium of local and int’l companies to win a license bid to operate quad play services within closed communities in Egypt. – Managed an end-to-end 200mUSD takeover opportunity, activities included opportunity identification, due diligence and deal

negotiation. – Covered a range of topics including regulation, technology evolution, terminals strategy, commercial pricing strategies, infrastructure

and total communications among others. • Functional experience covering product & segment management, wholesale, customer relationship management, customer care

management

Team Profile


• 7 years of experience in the field of marketing research • Handled diversified marketing research Quantitative adhocs and trackers in Egypt and in MENA region including Door to Door interviews

, Central Location Tests and Computer Aided Telephonic Interviews. • Handled a large number of Qualitative researches. • Worked with AMRB- Millward Brown, and LOGIC Market Research. • Strong knowledge and experience in multivariate analysis and its research applications. • A wide range of clients served in several fields such as:

- FMCG: Savola, Unilever, Coca-Cola, Cadbury and Eva Cosmetics - Telecom: Vodafone Egypt, Arabia Mobile Services and Telecom Egypt. - Political: Assessing Amr Moussa selling line campaign and presidential elections - Education: New Giza University – Egypt and GEMS Education – UAE

• Masters of Business Administration – Marketing and Branding the Higher Education Brands in Egypt. Measuring the current brands equity in the market through Qualitative, Quantitative and desk research. Recommendations were provided for the brands to better perform in the local markets.

Team Profile

Yosra El-Sharkawy – Research Partner


• Former Head of Operations in AMRB – Millward Brown – Egypt office • 18 years of experience in the market research agencies. • Handled fieldwork operations including Consumer Quantitative, Qualitative fieldwork and retail audit. • Qualitative fieldwork included: Focus Groups (extended and regular), In-depth Interviews and home visits • Quantitative fieldwork included:

– Paper and Pencil Interviews – random door to door, Mystery Shoppers and Central Location Test – Computer Aided Telephonic Interviews – Computer Aided Personal Interviews.

• Strong moderation skills – moderated large number of focus groups and In-Depth Interviews in Egypt nationwide. • Handled a number of continuous random trackers Paper and Pencil Interviews for telecom and FMCG multinational clients in Egypt,

MENA and LEVANT. • Travelled personally to Sudan and LEVANT to check the quality of fieldwork • Established teams of interviewers and quality control and back check system across Egypt managing quantitative and qualitative

fieldwork

Dina Nabeeh – Operations Consultant

Team Profile


• Seven years of experience in the field of Qualitative marketing research • Former Head of Qualitative Department in AMRB Egypt • Worked in TNS and AMRB – Millward Brown and LOGIC Market Research • Professional experience in moderating Focus Groups, In-Depth Interviews and Home visits • A wide range of clients served in several fields such as:

- FMCG: Unilever, Coca-Cola, Fayrouz International, Cadbury, Kraft and MARS. - Telecom: Etisalat Misr

• Bachelor of Mass and Communication – Minor Business Administration – American University in Cairo

Yousra El-Gabbas- Qualitative Consultant

Team Profile

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