Mothering Excellence - Exploratory Study of Mothers in Asia - Ipsos

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Mothering Excellence - Exploratory Study of Mothers in Asia - Ipsos

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Presented by Jaisy Desai, Qualitative Insights Director, Ipsos ...

Presented by Jaisy Desai, Qualitative Insights Director, Ipsos
at Qualitative360 Asia 2013
19-21 November 2013, Singapore

This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/

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  • 1. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360
  • 2. Platinum Sponsor Media Sponsors Association Partners
  • 3. MOTHERING EXCELLENCE Exploratory Study of Mothers in Asia 1
  • 4. WHY MOTHERING EXCELLENCE? To understand the strategies for the booming baby market: China has a RMB 100 billion baby care market 40% growth in India in baby care market Indonesia has a population of 17 million, less than 4 years old
  • 5. FROM MOTHER MARY TO MINSUH…… Mother exemplifies maternal instinct and whole hearted commitment to motherhood. . Women care as much as she provides; she earns and contributes to the family income. Singular to multiple roles of women leading to change in dynamics of relationships Women plan a definite path for herself and for her family……oocyte cryopreservation (freezing eggs) 3
  • 6. “The hand that rocks the cradle is the hand that rules the world” William Ross Wallace ‘Eye of the Cultural Storm in Asia’ 4
  • 7. WHY ASIA? • Asia might be just one continent but the culture of each market is different just as their mothering styles. Therefore we looked at……. • What are the mothering styles prevalent in each market? • How does this affect them when it comes to their category and brand choices? What influences their choices? • How to effectively communicate to them? 5
  • 8. WHO DID WE SPEAK TO & HOW? • Mothers aged 25 – 45 years (both older and younger mums) • Mothers in 6 markets for now: China, India, Vietnam, Thailand, Philippines, Singapore (metro markets) • Influencers/elders and experts • We approached them through • • Consumer interviews • • Online spaces Expert interviews Studied them through desk research 6
  • 9. Our people centric approach - Censydiam 7
  • 10. WHAT ARE THE LENSES USED? Insights on Brand and the Category Cultural Insights How do the social and cultural factors affect the approach to motherhood and the related behaviours? What differences among countries? Human Insights What is the implicit human meaning of motherhood? What are the main motivations? What specific needs characterize the approach to the different product categories and brands? KEY OVERALL INSIGHTS Trends What specific trends is possible to detect when it comes to motherhood? What consequences on the behaviour searched?
  • 11. WHAT IS OUR STORY FOR TODAY? What is the fundamental meaning of mothering in Asia today? What are the reasons for the change in mothering styles compared to past? How does each culture express motherhood? So what implications does it have for brands? 9
  • 12. MOTHERS DEFINITION OF HER ACTIONS…… Follow my instincts: The strive for letting go, letting the child be, enjoying motherhood to the fullest. Without getting bogged down, without stress What the child can bring for me? The gain for self through the relationship with their children. Her reward, her success What I can bring to the child? Being participative, contribute to building a bond of companionship and trust with the child Follow the rules: The strive for being rational, precise. Doing the right things for the child, following norms of mothering (set by self and society), to be in control of her own life 10
  • 13. SHE IS LIKE A POTTER …. SHAPING LIVES A VERY ACTIVE APPROACH TO MOTHERING AS COMPARED TO A PASSIVE, GUIDING ROLE OF YESTER YEARS 11
  • 14. HER OWN CHANGING ROLE • She is working towards a goal, herself (whether working or housewife) • Defined by her own accomplishments beyond motherhood. • Her role as a parent is larger than as a mother – equally the face of the family. • Being a mother is one of the many roles she is occupied with. 12
  • 15. KEY MOTHERING STRATEGIES 13
  • 16. 4 - 5 STRATEGIES ACROSS EACH MARKET SHAPING LIVES 14
  • 17. DEFINING THE STRATEGIES WINNING Status and recognition in society is a driving need. She wants success and position in society and her child is her way of achieving that.. PERFECTING Taking charge of their children, preparing them, not letting things to chance and minimize risk. To cope unhindered with the fast-paced life and intensive pressure. NURTURING Protecting the child, providing them with a safe and warm environment, away from harshness of the world Kindness, gentle, safe, trusted/ known ENJOYMENT Fun in mothering, living and enjoying childhood It is openness, experimentation, facilitation, excitement. GIVING Create lasting bonds with the child, enjoying motherhood to the fullest, making the child and self happy. There is a lot of sacrifice and giving in this relationship which is emotionally satisfying .
  • 18. CHANGES IN MOTHERING STRATEGIES SHAPING LIVES 16
  • 19. 1 DOMINATING STRATEGY IN EACH MARKET Vietnam: Giving all the love, attention and stimulation to help become a person everyone will love Singapore: Preparing to be part of the societal success SHAPING LIVES India: Bringing out the best in a child So that he shines and with him the family shines China: Preparation towards success in life and making the mother proud Philippines: Nurturing to be a good Pinoy by providing them the best. Thailand: making the child future ready through the art of perfection and commitment 17
  • 20. ONE UNIVERSAL TENSION WINNING OR PREPARING TO WIN TIME TO LOVE & ENJOY
  • 21. JOURNEY OF A MOTHER 19
  • 22. TENSION VARIES ACROSS CULTURES LESS COMPETITIVE MARKETS PHILIPPINES, VIETNAM THAILAND HIGH COMPETITIVE MARKETS CHINA, INDIA, SINGAPORE
  • 23. PREDOMINANT STRATEGIES IN EACH MARKET 21
  • 24. IT’S ALL ABOUT WINNING TO PREPARE THEIR CHILDREN TO OUTDO OTHERS AND MAKE HER PROUD BRINGING OUT THE BEST IN A CHILD SO THAT HE SHINES AND WITH HIM THE FAMILY SHINES 22
  • 25. WINNING - INDIA VERSUS CHINA • For the mums in China , it is about • focus is on the child. winning all the way and making a life of success. In India, also about winning but • Winning is about evoking the best in the child or claiming something and • The child’s win is also about herself. • She believes she is making • Benchmarks for success are global. compromises for herself. • Nurturing is about looking after being recognized for it. • Benchmarks for success are global. . every need of the child in a warm • Nurturing for her originates from fear and gentle manner. She relies on (food security, pollution etc.). She feels greater responsibility in protecting her child. expert guidance or tried and tested ways 23
  • 26. THAILAND ‘PREPARES TO WIN’ MAKING THE CHILD FUTURE READY THROUGH THE ART OF PERFECTION AND COMMITMENT • Increased competition to compete with ASEAN. Singapore is the benchmark for mums in Thailand • Thai women have to walk the tight rope between modern thinking and traditional / religious values • Despite successfully juggling career and motherhood, Thai mothers still want to be accepted as warm and caring. 24
  • 27. GIVING – VIETNAM VERSUS PHILIPPINE GIVING THE CHILD ALL THE LOVE, ATTENTION AND STIMULATION TO BECOME SOMEONE EVERYONE WILL LOVE NURTURING THEM TO BE A GOOD PINOY AND GIVING THEM THE BEST ONE CAN AFFORD 25
  • 28. SINGAPORE LEADS THE WAY! • Winning is the more common and overt motivation expressed by the kiasu mums. • Growing sense of need to let go, be free and enjoy motherhood. There are times when the mother wants to soak in the experiences and just be – enjoyment strategy PREPARING TO BE A PART OF THE SOCIETAL SUCCESS 26
  • 29. MARKETING IMPLICATIONS 27
  • 30. WHY IS ALL THIS IMPORTANT? 28
  • 31. WHY IS ALL THIS IMPORTANT? Strategy for future 29
  • 32. THE FUTURE = VITALITY
  • 33. CODES FOR VITALITY Vitality will be very purpose driven. Mothers start realizing that they all have a certain success that they have achieved, a gift, a certain potential. Brands, could help mothers to recognize their strengths and support them in maximizing and optimizing what they already have! Enjoyment with a purpose Enjoyment packed yet bite size Experimentation Enrichment Freedom Self-confidence
  • 34. OPTIMIZING POTENTIAL Mothers want their kids to experience life and try to help them learn along the way There is an increased focus in allowing you kid to experience and learn a little of everything, in the hopes that kids will learn the concept of versatility early in life
  • 35. OPTIMIZING POTENTIAL 33
  • 36. THANK YOU! 34
  • 37. Platinum Sponsor Media Sponsors Association Partners
  • 38. November 20-21, 2013 | Singapore Twitter Hashtag #QUAL360