TBWA\INSIGHT Kampala • Uganda

1. TBWA\INSIGHT Kampala • Uganda

2. TBWA\Insight Company Profile Harjit Thakkar: +256 (0)312 387 112

3. 258 Agencies • 75 Countries • 11,000 Employees TBWA Offices

4. TBWA\Africa Mediterranean Sea TUNISIA • 24 offices in 20 countries • +/- 400 employees MOROCCO ALGERIA WESTERN LIBYA EGYPT SAHARA Red Sea MAURITANIA MALI NIGER ERITREA SENEGAL CHAD SUDAN THE DJIBOUTI GAMBIA BURKINA GUINEA GUINEA BISSAU BENIN NIGERIA x3 TOGO ETHIOPIA COTE CENTRAL SIERRA DTVOIRE GHANA AFRICAN LEONE REPUBLIC LIBERIA CAMEROON UGANDA SOMALIA DEMOCRATIC KENYA x2 EQUATORIAL REP. OF REPUBLIC GUINEA THE OF THE CONGO GABON CONGO Indian (ZAIRE) x2 RWANDA BURUNDI South Ocean TANZANIA ANGOLA Atlantic MALAWI Ocean ANGOLA ZAMBIA Offices in country MOZAMBIQUE MADAGASCAR ZIMBABWE NAMIBIA BOTSWANA SOUTH AFRICA Walvis Bay Affiliate SWAZILAND Indian LESOTHO SOUTH AFRICA Ocean Future Focus

5. TOP CORE AGENCIES WORLDWIDEBy worldwide revenue from traditional advertising 2007 2005 2006 2000 Ogilvy Ogilvy Ogilvy Leo Burnett 10 Leo Burnett Hakuhodo Hakuhodo Ogilvy BBDO BBDO 8 2 7 Publicis Publicis DDB Publicis Dentsu Dentsu Dentsu Dentsu Grey 1 JWT 5 6 Euro RSCG DDB DDB DDB JWT 13 4 Hakuhodo Publicis JWT JWT 3 BBDO BBDO 9 Y&R Y&R McCann Erickson McCann Erickson McCann Erickson McCann Erickson ... TBWA\ Worldwide Standing

6. Strong Hubs in Key Regions

7. TBWA\Limelight Structure TBWA\LIMELIGHT TBWA\INSIGHT Full Service Advertising Agency Creative Design Production Quantitative Research Qualitative Research Strategic Insights

8. Organisational Chart forTBWA\Limelight & TBWA\Insight

9. Background • Insight has been in operation since October 2007 when it became apparent there was a need for a trustworthy, objective and cost effective research agency. • We aim to strategically plan, create and implement research to provide an insight into the client’s operating environment, with overall results that will translate into intelligence leading to substantial returns on investment for the company’s stakeholders. • Although Insight has not been operational for a long period of time, collectively the team members have a vast range of expertise and have demonstrated their ability to develop, carry out research within the specified period and within the budget.

10. Who is who? We are the research arm of our sister company TBWA Limelight: Harjit Thakkar • Qualified with a BA (Hons) in Business Studies, specializing in Marketing and has CIMA in Marketing. Has over 10 years experience in consumer research in all sectors of the market including the financial sector, with particular expertise of managing fieldwork. Jude Beed • Graduated with a BA (Hons) in Business and Marketing. She worked for 4 years as an Account Manager for one of Europe’s largest market research suppliers, then for 6 years as Research & Planning Manager for two large retail organizations based in UK (one with 200 stores and one with 1000 stores). Came to Africa in 2000, spending 6 ½ years in West Africa and 2 years in Uganda. Cliff Lule • Has four years experience in journalism and three year’s experience in the research department at TBWA Limelight. Graduated from Uganda Institute of Business and Media Studies in 2002 with a Diploma in Journalism.

11. Types of Research • Face to Face Quantitative Interviews • Video Research / In depth Interviews • Telephone Research • Mystery Shopping • Focus groups

12. What is Market Research? • The way in which organisations find out what their customers or potential customers need, want & care about. • It involves the collection & interpretation of confidential data concerning people, products, services & organisations. • Secondary Research – desk research • Primary Research – commissioned research

13. Primary Research • Qualitative: • How & why things are done • No fixed questions – discussion guides used • In-depth issues • Responses from thoughts & feelings • Can be in-depth (1), paired depths (2), • triad (3), mini group (4-5), groups (6-8) • Quantitative: • Numerically orientated • Measurement of market, dynamics etc. • Statistical analysis • Standard questions for all – Questionnaire • can be face to face, phone, postal, e-mail etc. What is Market Research?

14. What is Market Research? • Ideally the process will include: • Secondary Research • Primary Research • Qualitative to highlight issues • Quantitative to quantify issues • Compile & evaluate data, make conclusions & recommendations that meet initial research objectives

15. What is Market Research? • Types of research • Ad-hoc Research • Specific marketing problems e.g. product usage, NPD, advertising development corporate image surveys etc. • Can be either qualitative or quantitative • Continuous Research • Consumer Panels • Retail Audits • Television Viewership / Radio Listening panels • Tends to be quantitative

16. The marketplace Market tracking Competitive analysis Stores / Location Design layout Customers Segmentation Shopping patterns Mystery shopping Customer Service Service v likelihood to purchase Product availability Price Product offer New product development Competitive products Customer reaction to products Corporate Marketing New concepts Brand development Advertising development Promotional development Main Areas of Market Research

17. FCB Insight are committed to delivering the most cost effective and highest quality solutions whatever your market research needs may be and we can offer the following services: • Drive Thru’ • - Market / Customer information • - Competitive information • - Demographics • - Advertising awareness • - Brand awareness • Detailed face to face quantitative research • Mystery Shopping • Telephone research e.g. Customer Satisfaction Studies • Video Research

18. What is Drive Thru’ ? • Allows the client to get relatively low cost answers to simple questions. • Benefits include • Speed • Cost efficiency • Flexibility • Accuracy • Independence • Excellent client service • Can cover the main commercial regions of Uganda.

19. What is Drive Thru’ ? No. of Questions No. of Respondents The price will include cross analyses by basic demographics e.g. age, sex, level of education.

20. Examples of how Drive Thru’ can be used • Responding to events e.g. a promotion • Pre & Post • Awareness tracking • Competitive awareness • Brand image • News / PR stories • Public Attitude • Logo recognition • All data can be cross analysed against basic demographics if gathered e.g. age, education, sex etc

21. Face to Face Interviews • FCB have the expertise to work with the client to design bespoke, specific face to face questionnaires, dealing with specific issues. • These interviews could be either exit interviews for retail outlets or general on the street interviews. • We offer research in all the main centres of commerce • Mbale • Jinja • Kampala • Entebbe • Masaka • Mbarara • Kabale • Gulu • All respondents will be asked for telephone numbers so validation call backs can be made.

22. Video Research – Watch the consumer speak • Real issues dealt with customers – face to face • Do you understand a promotion? • Do you like a new beer? • Which paint sells best and why? • What are your attitudes to health? • How do you rate a retailer? • How do you view a specific brand?

23. Telephone Research • Customer Satisfaction Surveys • It is a simple fact that if your customers are satisfied with your product or your service, they are more likely to spend money with you than with your competitors. For this reason, it is important to measure how satisfied your customers are, and what drives their satisfaction. • Each customer satisfaction survey is tailor-made to meet your particular needs, in terms of who we interview, how many we interview, and how we interview them. Each questionnaire is also unique, but will contain the core elements needed to fully understand customer satisfaction.

24. Mystery Shopping • Customer service is a key factor in dictating where consumers shop and which brands they purchase.  • Mystery shopping provides invaluable feedback on face-to-face customer service. • Are your procedures carried out to the full and will your customers come back time and time again?  • Do your staff have sufficient product knowledge to effectively advise customers on the benefits of your brand? • Is your point of sale material being correctly and effectively displayed?

25. Key Clients

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