Presentatie Millward Brown
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Presentatie Millward Brown Presentation Transcript

  • 1. Hank Raessens Directeur Kwalitatief Onderzoek Millward Brown / Centrum Why kids and brands will always be in love
  • 2. Who moved my cheese? Source: United Nations Population Division: Word Population Prospects Population in millions 0 100 200 300 400 500 600 700 800 900 1000 1100 1200 1300 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025 2030 World Population 5 - 14 years Urban Population 5 - 14 years
  • 3. Importance of young consumers
    • Departing the playground
    • 20,000 ads
    • Affluent
    • More of them
    • Lifetime spends huge
  • 4. Source: Dr James McNeal: The Kids‘ Market: Myths & Realities and Millward Brown sources Value of the US Tweens market Value of future expenditure - $140 trillion Adult purchases influenced by tweens - US $500 billion per annum Purchases made directly by tweens - US $40 billion per annum
  • 5. Let’s Talk – Send me an SMS
    • KGOY
    • 24/7 generation
    • Land-line phone, mobile, chat room, SMS
    • One device active all the time
  • 6. Let’s Talk – Send me an SMS
    • Information overload
    • television
    • Clothes en brands
    • Money
  • 7. What children buy with their money (maximum of 3 replies) Base: 500 per country 17 18 16 17 12 CLOTHES, SHOES 14 8 26 22 8 NONE OF THESE 2 3 3 4 5 TICKETS FOR THINGS 10 7 15 6 13 PHONE CARDS 39 36 28 34 27 VIDEOGAMES 9 11 9 12 10 VIDEO CASSETTE/DVDs 9 33 22 8 27 COLLECTION ITEMS 27 19 16 27 24 MUSIC, CDs 43 47 27 37 48 MAGAZINES, BOOKS 33 42 19 31 39 FOOD IN GENERAL 37 36 24 32 36 TOYS UK % S % I % F % D %
  • 8. The BRANDchild research
    • Millward Brown Kidspeak database (100k per annum; 35 markets)
    • WPP BrandZ Database – 20.000 brands
    • Desk Research
    • Custom research:
      • Qualitative
      • Quantitative – 2000+ tweens 7 markets
    • 450 Millward Brown Researchers.
  • 9. Quote from 3 year old on arriving in USA for first time Look mum…they have McDonalds here too
  • 10. Why kids and brands are in love
    • Corporate logos: 6 months
    • Brand name requests: Age 3
    • Brand values: Age 10
    • Loyalty increases: Age 11+
  • 11. How loyal are teens? High brand loyalty Low brand loyalty Source: Millward Brown … 40% less loyal than adults Presence Relevance Performance Advantage Bonding
  • 12. Brand loyalty increases sharply from age 10 Bonding % Average bonding Source: Kids BRANDZ study conducted by Millward Brown for WPP, UK & USA, 1999 and 2000 0 10 Age 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70
  • 13. Loyalty and telecommunication
    • Switch behaviour
    • Hardware supplier vs provider
  • 14.
    • So what drives TWEENS loyalty?
  • 15. Yes 80% Source: BRANDchild survey data, Millward Brown 2002 Peer pressure drives loyalty ‘ It is important to feel part of a group ’ We want to be different…together
  • 16. Do you sometimes feel pressure to buy certain products, such as clothes, shoes, CDs, or anything else, because your friends have them? Source: The Center for a New American Dream, 2002 Youth Survey 54% Yes 12-13 year olds 30% 14-15 year olds 17% 16-18 year olds Fish streaming
  • 17. Purchases for which they ask their friends’ opinions Base: 500 per country 12 5 11 8 10 COSMETICS, BEAUTY PRODUCTS 22 32 30 21 24 BOOKS AND MAGAZINES 17 13 15 13 11 SHOES/TRAINERS 13 15 15 10 17 COMPUTER HARDWARE & SOFTWARE 28 37 42 32 26 TOYS 39 57 19 32 40 COMPUTER/CONSOLE VIDEOGAMES 33 28 25 31 26 DVD's/ VIDEOS 36 38 34 33 35 MUSIC, CDs 21 18 24 13 20 MOBILE PHONES 23 16 19 26 20 CLOTHES/ACCESSORIES UK % S % I % F % D %
  • 18. 11 - 14 year olds Adults 7 - 10 year olds Fast foods Sports clothing TV media Soft drinks Chocolate bars Cereals Source: BRANDZ conducted for WPP Brand allegiances can last a lifetime
  • 19. Source: BRANDchild survey data, 2002 New Mini 8 15 13 Ford Focus/Ikon 15 3 0 VW Golf 8 6 12 New Beetle 9 7 12 % of kids bonded Tweens bond to adult brands Germany Germany Spain Spain Brazil Brazil
  • 20. Should all marketers consider a tween strategy?
    • Snacks YES
    • Confectionery YES
    • Breakfast cereals YES
    • Computer games YES
    • Stereos YES
    • Fast food YES
    • Soft drinks YES
    • Mobile Phones ???
  • 21. YES! Kids influence adult purchases more than we ever knew! 30% 28% 26% 14% 2% My parents ask me for my advice I tell my parents what I think they should buy I do not have an opinion I have my opinion but I don’t discuss it Source: BRANDchild survey data, Millward Brown 2002
  • 22. The influence on purchase choices of parents (unlimited number of replies) Base: 500 per country 2,3 2 1,8 2,2 1,8 AVERAGE No. OF ANSWERS PER RESP. 39 37 43 50 40 FOOD 15 27 17 13 23 NONE OF THESE 17 12 11 17 13 PERFUMES, COSMETICS, DEODORANTS 23 31 16 29 21 RESTAURANTS, FAST FOOD PLACES 43 50 44 56 44 CLOTHES, SHOES 23 23 20 12 13 TV AND RELATED PRODUCTS 33 19 21 24 23 COMPUTER AND RELATED PRODUCTS 20 8 12 12 9 CARS 33 17 17 19 21 MOBILE PHONES UK % S % I % F % D %
  • 23. So what should you do? Influence parents eg travel, cars, telecommunication Want it for themselves eg toys, mobiles, games ‘ Expert’ users eg mobiles, PCs Aspire to it eg premium fashion Find out where your brand is. To what extent do tweens have an influence over it? It’s likely to be bigger than you think...
  • 24. Marketing to tweens Ethics Presence Peer-to-peer Belonging THE 5 SENSES THE 6 DRIVERS Evolution
  • 25. Marketing to tweens Ur gna av2lrn2spk2 em ina lang d@s chgin
  • 26.