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1,The Vietnamese Today : Changing Family Demands,A PULSE presentation by McCann Erickson VietnamJuly 2004,2,Key Insight,Todays Vietnamese family is faced with unique challenges brought about by an evolution of needs which appear to be happening faster than it should.How fast ? They never pass through the age of pagers nor analog phones, they went straight to GMS and CDMA technology in just 3 years. From bicycles to motorbikes to automobiles and now SUVs in a span of 5 years Michael Jackson has no relevance to them, Britney has.,3,Key Insight,What threads todays demands across all groups (FB, IB, CB) is the need for information, news, ideas that will improve their experiences, knowledge and information. They all want to embrace the outside world but appear not to be in a hurry to do so. They are optimistic that gateways will open or have opened for them to enjoy and savor these new ideas from the world. The gateways of new information is coming from the media, IT, education overseas, travel,4,PULSE : Changing Family Demands,Family Builders : The Emerging Vietnamese Moms,5,Key Insights,The Emerging Mom Vietnamese moms are at a phase of discovering new information and new technology that is almost of the same level with the youth (eg. Internet, new fun brands, self-improvement gadgets) These new opportunities from current wave of IT have inspired them to think and behave more assertively, more decisively. Stability at home and a healthy family life is still every moms ultimate aspiration, however they have opened up to the need for self-improvement in knowledge, in skills, and in experience.,6,PULSE Findings,Basic values inherent to moms when it comes to family and thehome is the same today as it was before. Key difference between yesterdays mom and todays is the emergence of technology and new information that women are getting hooked into.Also, todays higher income have given them more decision-making rights at home and more personal luxuries.There is a growing number of women who are opting for divorce, as they begin to gain more confidence to face society as a single parent.,7,PULSE Findings,The emergence of new information have turned into “discoveries” of opportunities which allow them to : explore beyond the basic home management routine; be a bit more adventurous or innovative in handling their responsibilities to the family and home; self-improve,8,Todays Emerging Mom,They want to improve themselves personally knowing that such improvements can make them better home managers and better individuals.,9,Todays Emerging Mom,They go for home care, personal care, fashion and fun brands like: Ponds Facial care line Panasonic kitchen appliances Electrolux cleaning appliancesDKNY apparel Ralph Lauren apparel Meizan Cooking OilThese items give them not only the feel of luxury but convenience as well since it is what they need after a days challenge at the office.,10,PULSE : Changing Family Demands,Career Builders : The MBA Generation,11,Key Findings,Todays career builders are ambitious, driven, yet highly sociable.They are ambitious in their achievements. Always wanting for more whether tangibly or intangibly.They have a strong drive to make it to the top of the ladder since the opportunities already abound.They are like social butterflies. Always networking, using social venues to unwind as well as drive their business goals.,12,Key Insight,Todays career builders are the MBA generation. They seek for opportunities that will earn for them more knowledge, better skills, higher pay. Theres a bounty of educational opportunities that offer further learning in business, technical, language both in Vietnam and overseas like Australian business schools that have mushroomed in HCM in the last 2 years. There is a growing market for British and US overseas educational placements despite their ridiculously steep prices.,13,Key Insight,Belonging to the MBA-gen, they need tools that will help equip them with the confidence to achieve better things. Tools that will enhance their networking (IT, mobile phone, travel services) Tools that will make them ooze with confidence (fashion, personal/oral care, transport, club membership, real estate) Tools that will advance their learning and prepare them for the next corporate level (language courses, overseas/corporate/business training or courses).,14,Key Insight,While driven to succeed, VN career builders are natural-born social butterflies. The social network system in Vietnam is so interesting such that information travels at unbelievably light speed. Networking and socializing are one and the same for them such that business and pleasure are mixed. Any street caf corner, neighborhood alley, office corridor, and lately through technology (SMS, IMS, chatting) are conducive venues to share information. Young adults fill up caf shops every night after a days work till late in the evening. Its unwinding for them to socialize every so often.,15,Key Insight,Given the pressure to achieve higher goals, our career builders need venues that will help them unwind without necessarily losing their momentum. Caf shops are ideal venues for any brand to do ambience advertising. Sports clubs, business clubs, even karaoke clubs offer good venues as well for brands to conduct their marketing activities. Brands and services that do well for these social butterflies are those that allow for sharing (snacks, beverage, and brands that follow the multi-level marketing system : Oriflame, Avon as they offer interaction and networking),16,PULSE : Changing Family Demands,Vietnamese Teens Today : Young Achievers,17,Key Insight,The “backroom” is teens gateway for new ideas.Teens today continue to balance modern and traditional values. However, the scale is tipping towards modernity. While the elders (school authorities, parents) appear to be in control, more teens are actually experiencing these new ideas through the backroom like the : Internet imported magazines pirated video and audio digitals.Ambience advertising is most significant especially when hyped through the backroom eg. Internet caf merchandising, sampling.,18,Key Insight,Education is the backbone of ones personal success. Achieving high grades already locks ones future personal success as well as represents family pride. University state exams is a big event in Vietnam; passing the national exams is a key to a university or collegiate slot Their study hours go beyond 10 13 hours; often taking special classes to get ahead of the rest Their self-confidence is built from the family taking pride in their achievements.Advertorial pieces and any form of communication or brand that provides new, relevant information are of keen interest to teens as it educates them.,19,Key Insight,The Age of Materialistic Badges. There is a growing materialism among the teens due to increasing disposable income of the family. Ownership of badge items such as: play station, PC, motorbike, mobile phone were completely unheard of 3 years ago. Its not about being cool, its about being high in the societal scale. Now teens pressure their parents into acquiring such personal possessions or if not they save up for it.Brands that will give them the image of being modern, successful, independent, or that of an achiever is bound to be sought for.,20,Key Insight,Youthful entrepreneurship is the gateway to independence.Entreprene