Teal ConsultingMarketing & Brand

Solutions

Company ProfileJanuary 2010

Teal Consulting

Business Focus Teal Consulting aims to add value in 3 key areas:

Strategic understanding & facilitation Market Research Brand Skills Development

A flexible structure is in place, allowing both breadth and depth of experience across a number of different business solutions depending on our client’s needs: Experienced associates and project managers

contributing to Strategic and Research projects when needed

Affiliate Solutions to provide the latest technology and expertise

Experienced Project Teams who assist with database development, recruiting etc. to ensure speed of delivery

Teal Consulting

Business Scope

Teal Consulting

Research Methodologies Qualitative Research

Focus groups, in depth interviews, direct contact, insight generation

Electronic Research DART Surveys - Quick, short, affordable surveys Internet panels – Currently developing a consumer base

that will enable fast and effective qual/quant research Consumer Clinics

Experienced and trained consumers used to assist in NPD. Consumer Panels

Expert panels e.g. Optometrists used to assist clients with quick and experienced feedback in consumer understanding, NPD and Brand Communication

Sensory panels e.g. taste testing panels for NPD development in the food industry

Advisory boards – consumer panel used to screen concepts, test products

Teal Consulting

New Technologies There are always urgent questions, questions

where we don’t have the time or budget to justify commissioning a major study.

With the rapid adoption of new technologies by consumers, the potential exists to fill the need for fast, affordable research.

Now burning questions can be answered in as little as 7-10 days.

A joint initiative between: Teal Consulting Metamorphosis Brand Transformation Always Active Technologies

Teal Consulting

Electronic Research Global trend towards electronic research because of:

Time pressure Increasingly difficult to get respondents to attend or participate in conventional research Cost of recruitment, fieldworkers etc

Globally the Internet is now replacing many conventional quant and qual methodologies In South Africa we are experiencing similar problems, as well as:

Increased concerns with personal security – people are much quicker to slam down the phone or refuse to open a door Crime (people being held up or hi-jacked at focus groups) Increased inaccessibility – to people and certain areas like townships and rural areas

BUT penetration of PCs and extensive Internet usage is still very low in SA

Teal Consulting

Electronic Research However, cellphone penetration is high & usage of text

messaging as a means of communication is extremely high (cost advantages).

This makes Cell phones an ideal research vehicle in SA. Research via cell phone by no means replaces

conventional qual and quant methodologies, but it does lend itself to a large and very diverse range of research opportunities, especially for: Smaller budgets (due to budget cuts or for smaller

companies) Smaller projects (that need research but can’t justify a full

qual or quant study) Ad hoc questions (especially those that require quick

answers)

Teal Consulting

Methodology The methodology allows for 3 – 5 (max.) questions per project Questions can be open or closed USSD, SMS, .mobi all available depending on questions & consumer profile Open questions must consider the nature of the research ie. respondents cannot be expected to give long and detailed opinions. The methodology is ideal for clients who have existing databases For those without databases, recruitment is conducted

via: Running a SMS competition Conventional recruitment Use of our database, if sufficient

Teal Consulting

Benefits: Speed Far more cost effective than conventional research Greater reach (fewer barriers to penetrate) Reaches respondents in their own “space” where

they are most comfortable Privacy – no group exposure or exposure to an

interviewer (respondents can feel free to be absolutely honest)

Respondents can respond in their own time – no interrupting daily activities or catching respondents off guard

Teal Consulting

Applications Short surveys Opinion polls Customer Satisfaction surveys Innovation testing & development Awareness (Advertising, Sponsorship, Launch etc) Effectiveness of advertising, sponsorship etc Trial and repeat purchase Qualitative investigation / Ad hoc questions…

….. to name a few!

Teal Consulting

Costs Please note that the following costs are applicable for those clients who have a profiled database and are a rough guideline only - costs will vary from project to project.

For 200 respondents: 3 closed questions – R 43 600 (excl VAT) 3 open questions – R 53 000 (excl VAT) 5 closed questions – R 56 000 (excl VAT)

For 500 respondents: 3 closed questions – R 74 500 (excl VAT) 3 open questions – R 98 000 (excl VAT) 5 closed questions – R 105 000 (excl VAT)

Economies of scale apply A formal quote will be included with the final proposal to each client

Teal Consulting

Why use us? The respondent list is carefully profiled and selected from each database to ensure the best representation of the desired sample Our respondents are incentivised to participate – they are never the ones paying for the research! We ensure that our respondents are willing participants thereby providing the best quality feedback. We strictly abide by the WASPA code of conduct. Our aim is always to build brand loyalty and consumer-brand relationships (not to aggravate consumers and alienate them from your brand). The joint initiative between Metamorphosis, Teal and AAT combines

technology and research expertise to bring professional, tried and trusted research processes in a faster and more cost effective methodology.

All questionnaires are compiled by experienced researchers The way a question is asked can have a huge impact on the

feedback received Our expertise in both marketing and research, ensures that we add

value beyond simply reporting the data.

The Brand School - training Marketing skills development – mentoring & coachingCompetency development

Marketing Skills DevelopmentMarketing Skills Development

• Teal Consulting offers the following courses through The Brand School:– Brand Positioning, Architecture and Strategy– Insight and Concept generation– Innovation including Market Segmentation and Gap Analysis– Advertising Development including all traditional media as well as PR and Web

marketing– Packaging Development– Market Research– Brand Health and Brand Equity management– Customer marketing– Finance for marketers– Your Brand is your Business

Teal Consulting

Teal Consulting Turning droplets into waves, whether it is in helping

clients to: Find unique new ideas in Ideation workshops Turn ideas into winning concepts Identify consumer and customer insights that will guide

NPD and communication for a winning Brand proposition

Craft Brand Positionings and define range Architectures to optimise portfolios

Find the right market research tools to cost effectively develop or evaluate Brand propositions and communication

Coach and develop marketing teams We will support you in all your critical business

decisions ensuring your Brand makes a greater impact in the market place.

Teal Consulting

Our Clients Our clients include:

Unilever Clicks Nestle Adcock Ingram Nokia Rainbow BioScience Brands Hosaf Fibres Agile Solutions Cape Herb & Spices Lancewood Cheeses Metamorphosis Marketing

Teal Consulting

Carol Ansara - Profile Bcom Hons Economics, University Natal, Dbn1988 Unilever 1989-2007

1989-1990 logistics and project management 1991-1995 Brand Management and Trade Category Management in

Personal Care categories 1995-1997 Innovation Marketing Manager on the laundry category

responsible for setting up a Regional Innovation Centre and leading the Regional Laundry Innovation projects working with a Global development team

1998-2007 Marketing Director on Skin and Laundry categories and Marketing Director new Business Development responsible for launching Omo Dry Cleaning in SA.

BioScience 2007-2008 Appointed to the Board of a listed wellness company, to revive the brands and

develop a business strategy to return the business to profitability. Part of the team to relaunch the business as Bioscience Brands Ltd and acquire 2 additional brands – Bioharmony and Muscle Science, that enabled the business to relist on the JSE AltX, now trading profitably.

Founded Teal Consulting August 2007

THANK YOU

Contact Details - Carol AnsaraCell - +27 (0)82 444 1682Fax - +27 (0)86 624 6803carol@tealconsulting.co.za