麦肯广告公司PULSE技巧(1).ppt

1,TheVietnameseToday:ChangingFamilyDemands,APULSEpresentationbyMcCannEricksonVietnamJuly2004,2,KeyInsight,TodaysVietnamesefamilyisfacedwithuniquechallengesbroughtaboutbyanevolutionofneedswhichappeartobehappeningfasterthanitshould.Howfast?Theyneverpassthroughtheageofpagersnoranalogphones,theywentstraighttoGMSandCDMAtechnologyinjust3years.FrombicyclestomotorbikestoautomobilesandnowSUVsinaspanof5yearsMichaelJacksonhasnorelevancetothem,Britneyhas.,3,KeyInsight,Whatthreadstodaysdemandsacrossallgroups(FB,IB,CB)istheneedforinformation,news,ideasthatwillimprovetheirexperiences,knowledgeandinformation.Theyallwanttoembracetheoutsideworldbutappearnottobeinahurrytodoso.Theyareoptimisticthatgatewayswillopenorhaveopenedforthemtoenjoyandsavorthesenewideasfromtheworld.Thegatewaysofnewinformationiscomingfromthemedia,IT,educationoverseas,travel,4,PULSE:ChangingFamilyDemands,FamilyBuilders:TheEmergingVietnameseMoms,5,KeyInsights,TheEmergingMomVietnamesemomsareataphaseofdiscoveringnewinformationandnewtechnologythatisalmostofthesamelevelwiththeyouth(eg.Internet,newfunbrands,self-improvementgadgets)ThesenewopportunitiesfromcurrentwaveofIThaveinspiredthemtothinkandbehavemoreassertively,moredecisively.Stabilityathomeandahealthyfamilylifeisstilleverymomsultimateaspiration,howevertheyhaveopeneduptotheneedforself-improvementinknowledge,inskills,andinexperience.,6,PULSEFindings,Basicvaluesinherenttomomswhenitcomestofamilyandthehomeisthesametodayasitwasbefore.Keydifferencebetweenyesterdaysmomandtodaysistheemergenceoftechnologyandnewinformationthatwomenaregettinghookedinto.Also,todayshigherincomehavegiventhemmoredecision-makingrightsathomeandmorepersonalluxuries.Thereisagrowingnumberofwomenwhoareoptingfordivorce,astheybegintogainmoreconfidencetofacesocietyasasingleparent.,7,PULSEFindings,Theemergenceofnewinformationhaveturnedinto“discoveries”ofopportunitieswhichallowthemto:explorebeyondthebasichomemanagementroutine;beabitmoreadventurousorinnovativeinhandlingtheirresponsibilitiestothefamilyandhome;self-improve,8,TodaysEmergingMom,Theywanttoimprovethemselvespersonallyknowingthatsuchimprovementscanmakethembetterhomemanagersandbetterindividuals.,9,TodaysEmergingMom,Theygoforhomecare,personalcare,fashionandfunbrandslike:PondsFacialcarelinePanasonickitchenappliancesElectroluxcleaningappliancesDKNYapparelRalphLaurenapparelMeizanCookingOilTheseitemsgivethemnotonlythefeelofluxurybutconvenienceaswellsinceitiswhattheyneedafteradayschallengeattheoffice.,10,PULSE:ChangingFamilyDemands,CareerBuilders:TheMBAGeneration,11,KeyFindings,Todayscareerbuildersareambitious,driven,yethighlysociable.Theyareambitiousintheirachievements.Alwayswantingformorewhethertangiblyorintangibly.Theyhaveastrongdrivetomakeittothetopoftheladdersincetheopportunitiesalreadyabound.Theyarelikesocialbutterflies.Alwaysnetworking,usingsocialvenuestounwindaswellasdrivetheirbusinessgoals.,12,KeyInsight,TodayscareerbuildersaretheMBAgeneration.Theyseekforopportunitiesthatwillearnforthemmoreknowledge,betterskills,higherpay.Theresabountyofeducationalopportunitiesthatofferfurtherlearninginbusiness,technical,languagebothinVietnamandoverseaslikeAustralianbusinessschoolsthathavemushroomedinHCMinthelast2years.ThereisagrowingmarketforBritishandUSoverseaseducationalplacementsdespitetheirridiculouslysteepprices.,13,KeyInsight,BelongingtotheMBA-gen,theyneedtoolsthatwillhelpequipthemwiththeconfidencetoachievebetterthings.Toolsthatwillenhancetheirnetworking(IT,mobilephone,travelservices)Toolsthatwillmakethemoozewithconfidence(fashion,personal/oralcare,transport,clubmembership,realestate)Toolsthatwilladvancetheirlearningandpreparethemforthenextcorporatelevel(languagecourses,overseas/corporate/businesstrainingorcourses).,14,KeyInsight,Whiledriventosucceed,VNcareerbuildersarenatural-bornsocialbutterflies.ThesocialnetworksysteminVietnamissointerestingsuchthatinformationtravelsatunbelievablylightspeed.Networkingandsocializingareoneandthesameforthemsuchthatbusinessandpleasurearemixed.Anystreetcafcorner,neighborhoodalley,officecorridor,andlatelythroughtechnology(SMS,IMS,chatting)areconducivevenuestoshareinformation.Youngadultsfillupcafshopseverynightafteradaysworktilllateintheevening.Itsunwindingforthemtosocializeeverysooften.,15,KeyInsight,Giventhepressuretoachievehighergoals,ourcareerbuildersneedvenuesthatwillhelpthemunwindwithoutnecessarilylosingtheirmomentum.Cafshopsareidealvenuesforanybrandtodoambienceadvertising.Sportsclubs,businessclubs,evenkaraokeclubsoffergoodvenuesaswellforbrandstoconducttheirmarketingactivities.Brandsandservicesthatdowellforthesesocialbutterfliesarethosethatallowforsharing(snacks,beverage,andbrandsthatfollowthemulti-levelmarketingsystem:Oriflame,Avonastheyofferinteractionandnetworking),16,PULSE:ChangingFamilyDemands,VietnameseTeensToday:YoungAchievers,17,KeyInsight,The“backroom”isteensgatewayfornewideas.Teenstodaycontinuetobalancemodernandtraditionalvalues.However,thescaleistippingtowardsmodernity.Whiletheelders(schoolauthorities,parents)appeartobeincontrol,moreteensareactuallyexperiencingthesenewideasthroughthebackroomlikethe:Internetimportedmagazinespiratedvideoandaudiodigitals.Ambienceadvertisingismostsignificantespeciallywhenhypedthroughthebackroomeg.Internetcafmerchandising,sampling.,18,KeyInsight,Educationisthebackboneofonespersonalsuccess.Achievinghighgradesalreadylocksonesfuturepersonalsuccessaswellasrepresentsfamilypride.UniversitystateexamsisabigeventinVietnam;passingthenationalexamsisakeytoauniversityorcollegiateslotTheirstudyhoursgobeyond1013hours;oftentakingspecialclassestogetaheadoftherestTheirself-confidenceisbuiltfromthefamilytakingprideintheirachievements.Advertorialpiecesandanyformofcommunicationorbrandthatprovidesnew,relevantinformationareofkeeninteresttoteensasiteducatesthem.,19,KeyInsight,TheAgeofMaterialisticBadges.Thereisagrowingmaterialismamongtheteensduetoincreasingdisposableincomeofthefamily.Ownershipofbadgeitemssuchas:playstation,PC,motorbike,mobilephonewerecompletelyunheardof3yearsago.Itsnotaboutbeingcool,itsaboutbeinghighinthesocietalscale.Nowteenspressuretheirparentsintoacquiringsuchpersonalpossessionsorifnottheysaveupforit.Brandsthatwillgivethemtheimageofbeingmodern,successful,independent,orthatofanachieverisboundtobesoughtfor.,20,KeyInsight,Youthfulentrepreneurshipisthegatewaytoindependence.