麦肯广告公司PULSE技巧(1)

1TheVietnameseToday:ChangingFamilyDemandsAPULSEpresentationbyMcCannEricksonVietnamJuly20042KeyInsight•Today’sVietnamesefamilyisfacedwithuniquechallengesbroughtaboutbyanevolutionofneedswhichappeartobehappeningfasterthanitshould.Howfast?•Theyneverpassthroughtheageofpagersnoranalogphones,theywentstraighttoGMSandCDMAtechnologyinjust3years.•FrombicyclestomotorbikestoautomobilesandnowSUVsinaspanof5years•MichaelJacksonhasnorelevancetothem,Britneyhas.3KeyInsight•Whatthreadstoday’sdemandsacrossallgroups(FB,IB,CB)istheneedforinformation,news,ideasthatwillimprovetheirexperiences,knowledgeandinformation.•Theyallwanttoembracetheoutsideworldbutappearnottobeinahurrytodoso.Theyareoptimisticthatgatewayswillopenorhaveopenedforthemtoenjoyandsavorthesenewideasfromtheworld.•Thegatewaysofnewinformationiscomingfromthemedia,IT,educationoverseas,travel4PULSE:ChangingFamilyDemandsFamilyBuilders:TheEmergingVietnameseMoms5KeyInsightsTheEmergingMom•Vietnamesemomsareataphaseofdiscoveringnewinformationandnewtechnologythatisalmostofthesamelevelwiththeyouth(eg.Internet,newfunbrands,self-improvementgadgets)•ThesenewopportunitiesfromcurrentwaveofIThaveinspiredthemtothinkandbehavemoreassertively,moredecisively.•Stabilityathomeandahealthyfamilylifeisstilleverymom’sultimateaspiration,howevertheyhaveopeneduptotheneedforself-improvementinknowledge,inskills,andinexperience.6PULSEFindingsBasicvaluesinherenttomomswhenitcomestofamilyandthehomeisthesametodayasitwasbefore.Keydifferencebetweenyesterday’smomandtoday’sistheemergenceoftechnologyandnewinformationthatwomenaregettinghookedinto.Also,today’shigherincomehavegiventhemmoredecision-makingrightsathomeandmorepersonalluxuries.Thereisagrowingnumberofwomenwhoareoptingfordivorce,astheybegintogainmoreconfidencetofacesocietyasasingleparent.7PULSEFindingsTheemergenceofnewinformationhaveturnedinto“discoveries”ofopportunitieswhichallowthemto:•explorebeyondthebasichomemanagementroutine;•beabitmoreadventurousorinnovativeinhandlingtheirresponsibilitiestothefamilyandhome;•self-improve8Today’sEmergingMomTheywanttoimprovethemselvespersonallyknowingthatsuchimprovementscanmakethembetterhomemanagersandbetterindividuals.9Today’sEmergingMomTheygoforhomecare,personalcare,fashionandfunbrandslike:•PondsFacialcareline•Panasonickitchenappliances•Electroluxcleaningappliances•DKNYapparel•RalphLaurenapparel•MeizanCookingOilTheseitemsgivethemnotonlythefeelofluxurybutconvenienceaswellsinceitiswhattheyneedafteraday’schallengeattheoffice.10PULSE:ChangingFamilyDemandsCareerBuilders:The‘MBA’Generation11KeyFindingsToday’scareerbuildersareambitious,driven,yethighlysociable.Theyareambitiousintheirachievements.Alwayswantingformorewhethertangiblyorintangibly.Theyhaveastrongdrivetomakeittothetopoftheladdersincetheopportunitiesalreadyabound.Theyarelikesocialbutterflies.Alwaysnetworking,usingsocialvenuestounwindaswellasdrivetheirbusinessgoals.12KeyInsightToday’scareerbuildersarethe‘MBAgeneration’.•Theyseekforopportunitiesthatwillearnforthemmoreknowledge,betterskills,higherpay.•There’sabountyofeducationalopportunitiesthatofferfurtherlearninginbusiness,technical,languagebothinVietnamandoverseaslikeAustralianbusinessschoolsthathavemushroomedinHCMinthelast2years.ThereisagrowingmarketforBritishandUSoverseaseducationalplacementsdespitetheirridiculouslysteepprices.13KeyInsight•BelongingtotheMBA-gen,theyneedtoolsthatwillhelpequipthemwiththeconfidencetoachievebetterthings.•Toolsthatwillenhancetheirnetworking(IT,mobilephone,travelservices)•Toolsthatwillmakethemoozewithconfidence(fashion,personal/oralcare,transport,clubmembership,realestate)•Toolsthatwilladvancetheirlearningandpreparethemforthenextcorporatelevel(languagecourses,overseas/corporate/businesstrainingorcourses).14KeyInsightWhiledriventosucceed,VNcareerbuildersarenatural-bornsocialbutterflies.•ThesocialnetworksysteminVietnamissointerestingsuchthatinformationtravelsatunbelievablylightspeed.•Networkingandsocializingareoneandthesameforthemsuchthatbusinessandpleasurearemixed.•Anystreetcafécorner,neighborhoodalley,officecorridor,andlatelythroughtechnology(SMS,IMS,chatting)areconducivevenuestoshareinformation.•Youngadultsfillupcaféshopseverynightafteraday’sworktilllateintheevening.It’sunwindingforthemtosocializeeverysooften.15KeyInsight•Giventhepressuretoachievehighergoals,ourcareerbuildersneedvenuesthatwillhelpthemunwindwithoutnecessarilylosingtheirmomentum.•Caféshopsareidealvenuesforanybrandtodoambienceadvertising.•Sportsclubs,businessclubs,evenkaraokeclubsoffergoodvenuesaswellforbrandstoconducttheirmarketingactivities.•Brandsandservicesthatdowellforthesesocialbutterfliesarethosethatallowforsharing(snacks,beverage,andbrandsthatfollowthemulti-levelmarketingsystem:Oriflame,Avonastheyofferinteractionandnetworking)16PULSE:ChangingFamilyDemandsVietnameseTeensToday:YoungAchievers17KeyInsightThe“backroom”isteens’gatewayfornewideas.Teenstodaycontinuetobalancemodernandtraditionalvalues.However,thescaleistippingtowardsmodernity.Whiletheelders(schoolauthorities,parents)appeartobeincontrol,moreteensareactua