MvF June 232010 Final Presentation
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Transcript of MvF June 232010 Final Presentation
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Male vs. FemaleThe Nielsen Company
Gender Marketing Insights
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Nielsens commitment to deliver you the
Bigger Picture in Vietnam
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Today
What makes men and women tick?
Male grooming...a growing opportunity?
Where do we start?
Question and Answer
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Research Design
Nielsen Qualitative Study
12 Focus Group Discussion (FGD)HCMC= HN = 6 FGDs
Males and females18- 45 years oldHIB class ABC
Nielsen Quantitative Study
n = 600 (300 males and 300 females)HCMC = HN = 30015- 50 years oldHIB class ABCD
Nielsen Retail Audit
Data up to May 2010Based on 5 FMCG categories for menCovering 36 cities of Vietnamand total Thailand and Korea
Nielsen VietnamGeneration V study
November 2009n=273 (HCM, HN)Males & Females
15 to 24 years oldHIB all classes
Macro Economic data
Vietnam Government Statistics Office
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Whatmakes men
and womentick?
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The Female Brain is Wired Differently Than
the Male Brain
2010 NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 6
a larger prefrontal c ortex
/ sea t of reason/
a larger insula
/ center of gut feelings /
a larger anterior c ingulate cortex
/ sea t of worry/
a larger corpus c allosum, the regionc onnec ting the two hem ispheres of
the brain
/ greater ab ility to multi-task and see
big picture c onnec tions/
a sma ller amygda la/ sex and ag gression/
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Attraction is more than skin deep
Personality
SuccessAppearance
AppearanceKnowledge
Attraction Levers
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Expectations are similar but women
are in it for the long-term
Ideal Man
Well behaved/ Polite Well behaved/ Polite
Family-oriented Family-oriented
Understanding Understanding
Self-confident Stable job
Stable job Self-confident
She said..He said
Manliness in looksand manner
Family man
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Men are different so women need to
be understanding
Ideal Woman
Decent manners whenspeaking
Family-oriented
Family-orientedDecent manners when
speaking
Well behaved/ Polite Well behaved/ Polite
Feminine looking Tidy looking
Understanding Feminine looking
She said..He said
Well-groomed, takes
care of family
Family first, good
with in-laws
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Traditional roles still abound
Breadwinner
Breadwinner
Pillar andProtector
Pillar andProtector
Smart,macho,
successful
Smart,macho,
successful
Expect todo bigthings
Expect todo bigthings
Home-maker
Home-maker
Care-giver
Care-giver
Weak/Needs
protection
Weak/Needs
protection
Gentle,feminine
submissive
Gentle,feminine
submissiveWhat men really want &
What women find attractive =
SUCCESS
All males want to earn a lot ofmoneythats going to get females
respect and attraction
Emergence of femalebread winners
30% earning for self/family
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Expectations and aspirations drive
value of appearance
88% Appearance isimportant
I want to be respected by others 52 I want to be respected by others 56
I want to feel confident to thepeople I meet
47I want to feel confident to thepeople I meet
49
I want to be attractive to theopposite sex
34I want to create a professionalimage at work
32
I want to create a professionalimage at work
29 I want to look good for myself 31
I want to look good for myself 26I want to be attractive to theopposite sex
25
I want to stand out from the
crowd
25 I want to stand out from the crowd 23
% VeryImpt
% VeryImpt
Tools forsuccess
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How far can you go for the sake of
appearance? Cosmetic surgery?
Both genders will not go this far!
83% Agree
I think peoplecould make gooduse of cosmetic
surgery, but do not
go too far byhaving a lot of
things to be fixed
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Men use accessories but women expect
men to smell good as well
Clothes (97%)
Shoes (87%)
Personal careproducts (56%)
Mobilephones (94%)
Motorbikes (82%)
Products men useto attract women
Products womenexpect men to use
Clothes (86%)
Perfume/Cologne (40%)
Shoes (64%)
Motorbikes (65%)
Mobilephones (66%)
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Women could use more scent and sparkles
Products womenuse to attract men
Products men expectwomen to use
Clothes (96%)
Mobilephones (85%)
Shoes (87%)
Motorbikes (67%)
Personal careproducts (77%)
Clothes (87%)
Shoes (64%)
Perfume/Cologne (79%)
Accessories/Jewelries (55%)
Personal careproducts (53%)
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Traditional values remain well entrenched though they are beingchallenged
Women tend to have a longer term view on men
Clothes make the man and the woman!
Men accessories (mobile phones, motorbike, cologne..) Women - scent, shoes and sparkles to make their mark with the
opposite sex
Key findings &Implications
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MaleGrooming
~ A growingopportunity
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Confidence gained from appearance is
driving curiosity for personal care products
Motivation for usingPersonal Care Products
Electronic devices (79%)
Beverages [Beer] (52%)
Finance (12%)
Personal care (55%)
Products interested to try[Males]
76
68
39
37
23
74
64
72
33
29
To be more confident
To have a good personal
hygiene
To look good for myself
To attract the opposite
sex
To have a good
impression to others
Males
Females
It is common formales to use
personal care.Grooming is a
way to show ourrespect to others.
I think its quitegood when males
also groom forthemselves. Id be
proud of myboyfriend if hes
well-groomed andconfident.
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The grooming evolution
Sophisticated
Basic
Males look for simpleproducts that have clearfunctionality and problemsolving benefits
Males care more abouttheir hair, their clothes &shoes than their face &body.
Certain sophisticatedneeds are yet to berecognized
Females are willing toinvest more time and effortin personal care/ personalgrooming
Females care about theirbody from top to toe andare willing to use almostany products to look better& feel better
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High potential to expand basic
products for menSophisticated
Basic
100
93
74
71
56
53
34
31
31
Shampoo
Razors
Shaving cream
Deodorant
Hair gel
Body wash
Fragrances
Hair conditioner
Facial wash
10097
97
89
84
71
62
60
56
51
19
ShampooBody wash
Hair conditioner
Facial wash
Cosmetic
Fragrances
Deodorant
Lipcare
Facial moisturizer
Body lotion/cream
Hair gel
Ave 5.5 products used
Ave 7.9 products used
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The potential for mens PC products is real
with growth seen in the market
11
27
24
3
14
(4)
Shampoo Deodorant Facial Cleanser
Men Segment Women/ Unisex
Men Vs. UNISEX TOTAL 6 CITIES-NEW
VOLUME % Chg YA2 5
9 6 6 1 4
81
16
43
6
22
(1)
16
(20)
(2)(2) (3)
-40
-20
0
20
40
60
80
100
Sham
poo
Moist
Face
Cleanser
Deod
orant
Person
alWash
Hair
Styling
Ha
irColor
ing
Cologn
e
LipsC
are
Category Men segment
1 317
622
57
131
73
18
0
2040
6080
100
120
140
Shampoo Hair
Conditioner
Facial
Cleanser
Hand&Body
Lotion
Personal
Wash
Deodorant
Category Men segment
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How to spark the evolution
Keep it simple at first
Expectations from personal
care products Simple/ easy to use (62%) Fragrance for men (59%) Product design for men (35%)
Barriers for using Make it too complicated (51%) Make it a waste of time and money
(35%) Make it for females only (31%)
Donts
Pay attentionto needs
Important benefits Refreshment (36%) Anti-aging (27%) Deep cleansing (15%)
Males and females havedifferent characteristics ~different skin types and
different conditions;therefore there should bedifferent product lines. We
males will welcome any newfor-men ideas as long as
they serve different needs.
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How to spark the evolution
Keep it simple at first
Expectations from personal
care products Simple/ easy to use (62%) Fragrance for men (59%) Product design for men (35%)
Barriers for using Make it too complicated (51%) Make it a waste of time and money
(35%) Make it for females only (31%)
Donts
Pay attentionto needs
Important benefits Refreshment (36%) Anti-aging (27%) Deep cleansing (15%)
It is not necessary to
have smooth & suppleskin like females want. Ionly wish my skin isclear and acne-free. I
dont like too white skinas it might reflect aweak and kind of
feminine image
Males and females have
different characteristics ~different skin types anddifferent conditions;
therefore there should bedifferent product lines. We
males will welcome any newfor-men ideas as long as
they serve different needs.
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Learn from the females
100
97
97
89
84
71
62
60
56
51
19
10
14
15
19
24
19
11
22
24
12
17
Shampoo
Body wash
Hair conditioner
Facial wash
Cosmetic
Fragrances
Deodorant
Lipcare
Facial moisturizer
Body lotion/cream
Hair gel
Current use
Will use more
Product Usage More needs, morebenefits, more
products
For me, usingmoisturizer and bodylotion is critical as it
helps to keep my skin
smooth and moist.Also they help toprevent skin aging.
Facial wash can onlykeep your face clean.Its not sufficient for
the skin.
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Whats in store for the future?
I want to prevent my lips from
drynessyet most lipcareproducts now are for females
Lip balm
Dark-circleremover
Hygienewash
Mini-martsfor men
We stay up late a lotforfootball or workhence need
to remove eye puffs and darkcirclesand need a strong
one as our skin is differentfrom females
We definitely need to keep
personal hygiene as womenbut
none of such products have beenavailable
I wish there is a supermarket formales onlywhere I can
comfortably browse and examineproducts and prices before buying
what I want
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More products are becoming non-exclusive
Beer
RazorsRazors
Wine
CigarettesCigarettes
HygieneHygiene
washwash
LipcareLipcare
Anti-shadow
eyes cream
Moisturizer
Body cream/lotion
Sun block
Life InsuranceLife Insurance
Credit cardsCredit cardsLaptop/PC
TVs
Shampoo
MobilephonesMobilephones BarSoap
ToothpasteToothpaste
Deodorants
Shower gel FacialFacial
CleanserCleanser
Milk
HairConditioner
Beer
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There is potential for more sophisticated products for men
We see the categories growing faster for basic products at this point;but its likely just the beginning of the story
Look to other markets (Korea, Japan, Thailand, China) to see what isgrowing there but always cater to country and societal nuances
Key findings &Implications
Speak Respond CommunicateUnderstand Observe
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Where to
start?
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Point 1 Catch the Hot Boys
95
88
81
15-24 y.o
25-39 y.o
40-50 y.o
15 24 years oldRoughly 1.45 million males in HCMC and HanoiSpends VND 357,000 per week
Clothes
10%
Hi-techgadgets
11%
Others39%
Food40%
~$555/yr ~$568/yr
~$142/yr~$156/yr
58%
55%
33%
31%
I want to feel confident to the
people I meet
I want to be respected by
others
I want to be attractive to the
opposite sex
I want to stand out from the
crowd
Importance of appearanceImportance of appearance Reason why appearance is importantReason why appearance is important
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Hot personal care products for hot boys
Products usage and intention to useProducts usage and intention to use
100
79
78
67
61
54
46
41
27
16
10
23
29
33
36
32
20
5
12
10
10
13
18
27
53
Shampoo
Razors
Deodorant
Hair gel
Shaving cream
Body wash
Facial wash
Fragrances
Hair conditioner
User Non-user but will consider using Non-user, non-considerer
Among 15-24 yo
High product usage and high consideration among non-users
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How to reel them in
Get their friends
Key influencers in fashion Friends (29%)
TV (21%) Family/ relatives (14%) Magazines (10%) Movies (10%)
Catch them online
Internet habits 88% Use internet everyday Top websites:
HihiheheZingKenh14Dantri
Be mindful of the price
Spending influence Price (74%)
Brand (69%) Promotion (51%) Product reviews (49%) Advertisement (42%) WOM (35%)
Promos can sparkusage for other
products
Top promotions for personal careproducts
Increase volume/ quantity (Eg. increasevolume by 10% with same price)
Bonus product (buy 1 get 1 or buy 2 get 1) Reduce price (Eg. reduce price directly on
product price)
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Point 2: Understand gender shopping behavior
When we go into a fashion store,we can try different shirts but only
buy 1 or 2 that fits us the most.Females are different, they can buy3-4 shirts for example, even though
they only try 1-2 of them.
When we go into a fashion store,we can try different shirts but onlybuy 1 or 2 that fits us the most.
Females are different, they can buy3-4 shirts for example, even though
they only try 1-2 of them.
We males normally have a plan ofwhat to buy before shopping.
Females might just go unplanned
and end up buying a lot of things.
We males normally have a plan ofwhat to buy before shopping.
Females might just go unplannedand end up buying a lot of things.
I dont like to bargain. If I find agood quality product that suits me, Iwill just pay for it and go. My wife isdifferent, she always takes time to
bargain down the price.
I dont like to bargain. If I find agood quality product that suits me, Iwill just pay for it and go. My wife isdifferent, she always takes time to
bargain down the price.
Bargain-hunter,
impulsive, easyto influence
Quality-seeker, grab
and go, plannedshopping
Needs FulfillmentNeeds Fulfillment JourneyJourney
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No matter what industry youre inTickle
women with a price discount and assure men ofquality
78
59
40
38
25
19
9
6
6
4
2
70
48
25
28
14
18
19
15
31
3
17
Product quality
Durability
Functions
Value for money
International brand
Product design
Vietnamese brand
After sale services
Discounted price
Advertising
Promotions
MalesFemales
Important
shoppingconsiderations
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TV is king but still have window for targeted
communication
DailyDaily
DailyDaily
DailyDaily
WeeklyWeekly
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TV is king but still have window for targeted
communication
DailyDaily
DailyDaily
DailyDaily
WeeklyWeekly
I have the habitof reading
newspapers overa cup of filtercoffee in the
morning. Its myown time. Sorelaxing and
indulging
Magazines arevery informative.They have topicsthat suit me. Imupdated with the
latest fashiontrends.
I surf everyday tokeep updated with
news. Then I candiscuss and chatwith my friends at
cafes. Ill look quitedull if I dont knowabout the thingsthat they discusswith each other
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33
37
22
8
27
42
25
5
I like to watch advertisements and
usually be affected by what is exposed
in the ads
I like to watch advertisements but I don'tbelieve most of things exposed in the
ads
I don't object the ads but I also don't pay
much attention on them
Generally I don't like advertisingMalesFemales
Show me the benefitand the price!
Functionalbenefits(64%)
Functionalbenefits(64%)
Attitude towards advertisement
70% arealmostunaffected
70% arealmost
unaffected
Excitingambience
(33%)
Excitingambience
(33%)
Attractiveprices(53%)
Attractiveprices(53%)
Attractingelements of TVC
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While TV is the most common way to reach bothgenders, it is not so for other forms of media.
Men are buyers while women are shoppers
And dont forget the power of the internet; continueddevelopment is a certainty
Key findings &Implications
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Final Thoughts
AppearanceAppearanceConfidenceRespectSuccess
EvolutionEvolutionProducts across all industries
Same Same, But DifferentSame Same, But DifferentCommunication
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Confidential & ProprietaryCopyright 2010 The Nielsen CompanyConfidential & Proprietary Copyright 2007 The Nielsen Company
Thank you
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