麦肯广告公司PULSE技巧课件.ppt

1、1TheVietnameseToday:ChangingFamilyDemandsAPULSEpresentationbyMcCannEricksonVietnamJuly20042Key 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

2、 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.3Key Insight What threads todays demands across all groups(FB,IB,CB)is the need for infor

3、mation,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 ne

4、w information is coming from the media,IT,education overseas,travel 4PULSE:Changing Family DemandsFamily Builders:The Emerging Vietnamese Moms5Key InsightsThe 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

5、(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

6、 self-improvement in knowledge,in skills,and in experience.6PULSE FindingsBasic 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 ho

7、oked 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.7PULSE FindingsThe emergence of new information ha

8、ve 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 8Todays Emerging Mom9Todays Emerging Momwhat they need after a days challen

9、ge at the office.10PULSE:Changing Family DemandsCareer Builders:The MBA Generation 11Key FindingsTodays 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

10、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.12Key InsightTodays career builders are the MBA generation.They seek for opportunities that will earn for them more knowledg

11、e,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 educa

12、tional placements despite their ridiculously steep prices.13Key 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 confide

13、nce(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).14Key InsightWhile driven to succeed,VN career builders are natural-born social

14、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

15、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.15Key Insight Given the pressure to achieve higher goals,our career builders need venues that

16、 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 so

17、cial 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)16PULSE:Changing Family DemandsVietnamese Teens Today:Young Achievers 17Key InsightThe“backroom”is teens gateway for new id

18、eas.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

19、video and audio digitals.Ambience advertising is most significant especially when hyped through the backroom eg.Internet caf merchandising,sampling.18Key InsightEducation is the backbone of ones personal success.Achieving high grades already locks ones future personal success as well as represents f

20、amily 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 achie

21、vements.Advertorial pieces and any form of communication or brand that provides new,relevant information are of keen interest to teens as it educates them.19Key InsightThe Age of Materialistic Badges.There is a growing materialism among the teens due to increasing disposable income of the family.Own

22、ership 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 giv

23、e them the image of being modern,successful,independent,or that of an achiever is bound to be sought for.20Key InsightYouthful entrepreneurship is the gateway to independence.Entrepreneurship is a step towards independence and freedom to pursue youthful goals.The growing entrepreneurship among teens

24、 while in school is not all about earning money to help support the family.Its about proving to their elders that they are capable of being successful.21Key InsightThe new age of information is all about embracing the outside world.Teens are now at the forefront of the information gateway.There is n

25、o stopping them despite the firewalls,the limited cable lines and backroom monitoring.The continued mushrooming of internet cafes provide these teens the venue to embrace the world outside of Vietnam.Teens need a venue other than the backroom,where they can embrace the world or feel the things that are happening outside of Vietnam eg.Foreign concerts,foreign TV programs,global sports