#麦肯广告公司PULSE技巧课件

TheVietnameseToday:ChangingFamilyDemandsAPULSEpresentationbyMcCannEricksonVietnamJuly20041TheVietnameseToday:ChangingFamKeyInsightToday’sVietnamesefamilyisfacedwithuniquechallengesbroughtaboutbyanevolutionofneedswhichappeartobehappeningfasterthanitshould.Howfast?Theyneverpassthroughtheageofpagersnoranalogphones,theywentstraighttoGMSandCDMAtechnologyinjust3years.FrombicyclestomotorbikestoautomobilesandnowSUVsinaspanof5yearsMichaelJacksonhasnorelevancetothem,Britneyhas.2KeyInsight2KeyInsightWhatthreadstoday’sdemandsacrossallgroups(FB,IB,CB)istheneedforinformation,news,ideasthatwillimprovetheirexperiences,knowledgeandinformation.Theyallwanttoembracetheoutsideworldbutappearnottobeinahurrytodoso.Theyareoptimisticthatgatewayswillopenorhaveopenedforthemtoenjoyandsavorthesenewideasfromtheworld.Thegatewaysofnewinformationiscomingfromthemedia,IT,educationoverseas,travel3KeyInsight3PULSE:ChangingFamilyDemandsFamilyBuilders:TheEmergingVietnameseMoms4PULSE:ChangingFamilyDemandKeyInsightsTheEmergingMomVietnamesemomsareataphaseofdiscoveringnewinformationandnewtechnologythatisalmostofthesamelevelwiththeyouth(eg.Internet,newfunbrands,self-improvementgadgets)ThesenewopportunitiesfromcurrentwaveofIThaveinspiredthemtothinkandbehavemoreassertively,moredecisively.Stabilityathomeandahealthyfamilylifeisstilleverymom’sultimateaspiration,howevertheyhaveopeneduptotheneedforself-improvementinknowledge,inskills,andinexperience.5KeyInsights5PULSEFindingsBasicvaluesinherenttomomswhenitcomestofamilyandthehomeisthesametodayasitwasbefore.Keydifferencebetweenyesterday’smomandtoday’sistheemergenceoftechnologyandnewinformationthatwomenaregettinghookedinto.Also,today’shigherincomehavegiventhemmoredecision-makingrightsathomeandmorepersonalluxuries.Thereisagrowingnumberofwomenwhoareoptingfordivorce,astheybegintogainmoreconfidencetofacesocietyasasingleparent.6PULSEFindingsBasicvaluesinhPULSEFindingsTheemergenceofnewinformationhaveturnedinto“discoveries”ofopportunitieswhichallowthemto:explorebeyondthebasichomemanagementroutine;beabitmoreadventurousorinnovativeinhandlingtheirresponsibilitiestothefamilyandhome;self-improve7PULSEFindingsTheemergenceofToday’sEmergingMomTheywanttoimprovethemselvespersonallyknowingthatsuchimprovementscanmakethembetterhomemanagersandbetterindividuals.8Today’sEmergingMom8Today’sEmergingMomTheygoforhomecare,personalcare,fashionandfunbrandslike:PondsFacialcarelinePanasonickitchenappliancesElectroluxcleaningappliancesDKNYapparelRalphLaurenapparelMeizanCookingOilTheseitemsgivethemnotonlythefeelofluxurybutconvenienceaswellsinceitiswhattheyneedafteraday’schallengeattheoffice.9Today’sEmergingMomTheygofoPULSE:ChangingFamilyDemandsCareerBuilders:The‘MBA’Generation10PULSE:ChangingFamilyDemandKeyFindingsToday’scareerbuildersareambitious,driven,yethighlysociable.Theyareambitiousintheirachievements.Alwayswantingformorewhethertangiblyorintangibly.Theyhaveastrongdrivetomakeittothetopoftheladdersincetheopportunitiesalreadyabound.Theyarelikesocialbutterflies.Alwaysnetworking,usingsocialvenuestounwindaswellasdrivetheirbusinessgoals.11KeyFindingsToday’scareerbuiKeyInsightToday’scareerbuildersarethe‘MBAgeneration’.Theyseekforopportunitiesthatwillearnforthemmoreknowledge,betterskills,higherpay.There’sabountyofeducationalopportunitiesthatofferfurtherlearninginbusiness,technical,languagebothinVietnamandoverseaslikeAustralianbusinessschoolsthathavemushroomedinHCMinthelast2years.ThereisagrowingmarketforBritishandUSoverseaseducationalplacementsdespitetheirridiculouslysteepprices.12KeyInsightToday’scareerbuilKeyInsightBelongingtotheMBA-gen,theyneedtoolsthatwillhelpequipthemwiththeconfidencetoachievebetterthings.Toolsthatwillenhancetheirnetworking(IT,mobilephone,travelservices)Toolsthatwillmakethemoozewithconfidence(fashion,personal/oralcare,transport,clubmembership,realestate)Toolsthatwilladvancetheirlearningandpreparethemforthenextcorporatelevel(languagecourses,overseas/corporate/businesstrainingorcourses).13KeyInsight13KeyInsightWhiledriventosucceed,VNcareerbuildersarenatural-bornsocialbutterflies.ThesocialnetworksysteminVietnamissointerestingsuchthatinformationtravelsatunbelievablylightspeed.Networkingandsocializingareoneandthesameforthemsuchthatbusinessandpleasurearemixed.Anystreetcafécorner,neighborhoodalley,officecorridor,andlatelythroughtechnology(SMS,IMS,chatting)areconducivevenuestoshareinformation.Youngadultsfillupcaféshopseverynightafteraday’sworktilllateintheevening.It’sunwindingforthemtosocializeeverysooften.14KeyInsightWhiledriventosucKeyInsightGiventhepressuretoachievehighergoals,ourcareerbuildersneedvenuesthatwillhelpthemunwindwithoutnecessarilylosingtheirmomentum.Caféshopsareidealvenuesforanybrandtodoambienceadvertising.Sportsclubs,businessclubs,evenkaraokeclubsoffergoodvenuesaswellforbrandstoconducttheirmarketingactivities.Brandsandservicesthatdowellforthesesocialbutterfliesarethosethatallowforsharing(snacks,beverage,andbrandsthatfollowthemulti-levelmarketingsystem:Oriflame,Avonastheyofferinteractionandnetworking)15KeyInsight15PULSE:ChangingFamilyDemandsVietnameseTeensToday:YoungAchievers16PULSE:ChangingFamilyDemandKeyInsightThe“backroom”isteens’gatewayfornewideas.Teenstodaycontinuetobalancemodernandtraditionalvalues.However,thescaleistippingtowardsmodernity.Whiletheelders(schoolauthorities,parents)appeartobeincontrol,moreteensareactuallyexperiencingthesenewideasthroughthebackroomlikethe:Internetimportedmagazinespiratedvideoandaudiodigitals.Ambienceadvertisingismostsignificantespeciallywhenhypedthroughthebackroom…eg.Internetcafémerchandising,sampling.17KeyInsightThe“backroom”istKeyInsightEducationisthebackboneofone’spersonalsuccess.Achievinghighgradesalreadylocksone’sfuturepersonalsuccessaswellasrepresentsfamilypride.UniversitystateexamsisabigeventinVietnam;passingthenationalexamsisakeytoauniversityorcollegiateslotTheirstudyhoursgobeyond10–13hours;oftentakingspecialclassestogetaheadoftherestTheirself-confidenceisbuiltfromthefamilytakingprideintheirachievements.Advertorialpiecesandanyformofcommunicationorbrandthatprovidesnew,relevantinformationareofkeeninteresttoteensasit‘educates’them.18KeyInsightEducationisthebaKeyInsightTheAgeof‘MaterialisticBadges’.Thereisagrowingmaterialismamongtheteensduetoincreasingdisposableincomeofthefamily.Ownershipof‘badgeitems’suchas:playstation,PC,motorbike,mobilephonewerecompletelyunheardof3yearsago.It’snotaboutbeingcool,it’saboutbeinghighinthesocietalscale.Nowteenspressuretheirparentsintoacquiringsuchpersonalpossessionsorifnottheysaveupforit.Brandsthatwillgivethemtheimageofbeingmodern,successful,independent,orthatofanachieverisboundtobesoughtfor.19KeyInsightTheAgeof‘MateriaKeyInsightYouthfulentrepreneurshipisthegatewaytoindependence.Entrepreneurshipis