Male vs Female
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Male vs Female

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Male vs Female Male vs Female Presentation Transcript

  • Male vs. Female Gender Marketing Insights The Nielsen Company
  • Nielsen’s commitment to deliver you the Bigger Picture in Vietnam
  • Today • What makes men and women tick? • Male grooming...a growing opportunity? • Where do we start? • Question and Answer
  • Research Design Nielsen Qualitative Study 12 Focus Group Discussion (FGD) HCMC= HN = 6 FGDs Males and females 18- 45 years old HIB class ABC Nielsen Retail Audit Data up to May 2010 Based on 5 FMCG categories for men Covering 36 cities of Vietnam and total Thailand and Korea Macro Economic data Vietnam Government Statistics Office Nielsen Quantitative Study n = 600 (300 males and 300 females) HCMC = HN = 300 15- 50 years old HIB class ABCD Nielsen Vietnam Generation V study November 2009 n=273 (HCM, HN) Males & Females 15 to 24 years old HIB all classes
  • What makes men and women tick?
  • The Female Brain is Wired Differently Than the Male Brain a larger prefrontal cortex /seat of reason/ a larger insula /center of “gut feelings”/ a larger anterior cingulate cortex /seat of worry/ a larger corpus callosum, the region connecting the two hemispheres of the brain /greater ability to multi-task and see “big picture” connections/ a smaller amygdala /sex and aggression/ 2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 6
  • Attraction is more than skin deep Attraction Levers Personality Appearance Success Knowledge Appearance
  • Expectations are similar but women are in it for the long-term He said… She said.. Well behaved/ Polite Well behaved/ Polite Family-oriented Family-oriented Understanding Understanding Self-confident Stable job Stable job Self-confident “Manliness in looks and manner” “Family man” Ideal Man
  • Men are different so women need to be understanding He said… She said.. Decent manners when speaking Family-oriented Decent manners when speaking Well behaved/ Polite Well behaved/ Polite Feminine looking Ideal Woman Family-oriented Tidy looking Understanding Feminine looking “Well-groomed, takes care of family” “Family first, good with in-laws”
  • Traditional roles still abound Smart, Smart, macho, macho, successful successful Emergence of female bread winners 30% earning for self/ family Bread Bread winner winner Pillar and Pillar and Protector Protector Expect to Expect to do big do big things things What men really want & What women find attractive = SUCCESS “All males want to earn a lot of money…that’s going to get females’ respect and attraction” HomeHomemaker maker Gentle, Gentle, feminine feminine submissive submissive CareCaregiver giver Weak/ Weak/ Needs Needs protection protection
  • Expectations and aspirations drive value of appearance 88% Appearance is important % Very Impt % Very Impt I want to be respected by others 52 I want to be respected by others Tools for success 56 I want to feel confident to the people I meet 47 I want to feel confident to the people I meet 49 I want to be attractive to the opposite sex 34 I want to create a professional image at work 32 I want to create a professional image at work 29 I want to look good for myself 31 I want to look good for myself 26 I want to be attractive to the opposite sex 25 I want to stand out from the crowd 25 I want to stand out from the crowd 23
  • How far can you go for the sake of appearance? Cosmetic surgery? 83% Agree I think people could make good use of cosmetic surgery, but do not go too far by having a lot of things to be fixed Both genders will not go this far!
  • Men use accessories but women expect men to smell good as well Products men use to attract women Clothes (97%) Products women expect men to use Clothes (86%) Mobile phones (94%) Mobile phones (66%) Shoes (87%) Motorbikes (65%) Motorbikes (82%) Shoes (64%) Personal care products (56%) Perfume/ Cologne (40%)
  • Women could use more scent and sparkles Products women use to attract men Products men expect women to use Clothes (96%) Clothes (87%) Shoes (87%) Perfume/ Cologne (79%) Mobile phones (85%) Shoes (64%) Personal care products (77%) Accessories/ Jewelries (55%) Motorbikes (67%) Personal care products (53%)
  • Key findings & Implications • Traditional values remain well entrenched though they are being challenged • 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
  • Male Grooming ~ A growing opportunity
  • Confidence gained from appearance is driving curiosity for personal care products Motivation for using Personal Care Products Products interested to try [Males] 76 To be more confident 74 Personal care (55%) 68 To have a good personal hygiene Electronic devices (79%) 64 Beverages [Beer] (52%) 39 To look good for myself 72 37 To attract the opposite sex 33 Males To have a good impression to others Finance (12%) 23 29 Females It is common for males to use personal care. Grooming is a way to show our respect to others. I think it’s quite good when males also groom for themselves. I’d be proud of my boyfriend if he’s well-groomed and confident.
  • The grooming evolution • Males look for simple products that have clear functionality and problem solving benefits Sophisticated • Males care more about their hair, their clothes & shoes than their face & body. • Certain sophisticated needs are yet to be recognized Basic • Females are willing to invest more time and effort in personal care/ personal grooming • Females care about their body from top to toe and are willing to use almost any products to look better & feel better
  • High potential to expand basic products for men Sophisticated Ave 5.5 products used Shampoo 100 Razors 93 Shaving cream 74 Deodorant 71 Hair gel 56 53 Body wash Fragrances Ave 7.9 products used 34 Hair conditioner 31 Facial wash 31 100 97 Shampoo Body wash 97 Hair conditioner 89 84 Facial wash Cosmetic 71 Fragrances 62 60 Deodorant Lipcare Facial moisturizer 56 Body lotion/cream Basic Hair gel 51 19
  • The potential for men’s PC products is real with growth seen in the market Category 100 Men segment 81 80 60 43 22 (20) ps og ne g in g rS ty l h H ai lW as Pe rs on a do ra nt er D eo C le an s e M oi s m po -40 Women/ Unisex Sh a Men Segment 4 (2) Li (2) (3) 0 -20 16 1 (1) C ol 6 or in o 6 6 rC ol 2 9 5 tF ac 16 20 C ar e 40 H ai Men Vs. UNISEX – TOTAL 6 CITIES-NEW – VOLUME % Chg YA 27 24 14 140 120 100 80 60 40 20 0 11 3 Shampoo Deodorant Facial Cleanser (4) 131 Category Men segment 73 57 1 Shampoo 3 17 22 6 18 Hair Facial Hand&Body Personal Deodorant Conditioner Cleanser Lotion Wash
  • How to spark the evolution Keep it simple at first Pay attention to needs Expectations from personal care products • Simple/ easy to use (62%) • Fragrance for men (59%) • Product design for men (35%) Important benefits • Refreshment (36%) • Anti-aging (27%) • Deep cleansing (15%) Don’ts Barriers for using • Make it too complicated (51%) • Make it a waste of time and money (35%) • Make it for females only (31%) Males and females have different characteristics ~ different skin types and different conditions; therefore there should be different product lines. We males will welcome any new for-men ideas as long as they serve different needs.
  • How to spark the evolution Keep it simple at first Pay attention to needs Expectations from personal care products • Simple/ easy to use (62%) • Fragrance for men (59%) • Product design for men (35%) Important benefits • Refreshment (36%) • Anti-aging (27%) • Deep cleansing (15%) Don’ts Barriers for using • Make it too complicated (51%) • Make it a waste of time and money (35%) • Make it for females only (31%) Males and females have different characteristics ~ different skin types and different conditions; therefore there should be different product lines. We males will welcome any new for-men ideas as long as they serve different needs. “It is not necessary to have smooth & supple skin like females want. I only wish my skin is clear and acne-free. I don’t like too white skin as it might reflect a weak and kind of feminine image”
  • Learn from the females Product Usage 10 100 Body wash 14 97 Hair conditioner 15 97 Shampoo Facial wash Cosmetic Fragrances Deodorant 19 89 24 84 19 11 71 62 Lipcare 22 60 Facial moisturizer 24 56 Body lotion/cream Hair gel 12 1719 51 Current use Will use more More needs, more benefits, more products For me, using moisturizer and body lotion is critical as it helps to keep my skin smooth and moist. Also they help to prevent skin aging. Facial wash can only keep your face clean. It’s not sufficient for the skin.
  • What’s in store for the future? “I want to prevent my lips from dryness…yet most lipcare products now are for females” Lip balm Dark-circle remover Hygiene wash Mini-marts for men “We stay up late a lot…for football or work…hence need to remove eye puffs and dark circles…and need a strong one as our skin is different from females” “We definitely need to keep personal hygiene as women…but none of such products have been available” “I wish there is a supermarket for males only…where I can comfortably browse and examine products and prices before buying what I want”
  • More products are becoming non-exclusive Life Insurance Laptop/PC Lipcare Credit cards Cigarettes Beer Wine Razors TVs Toothpaste Mobilephones Bar Shampoo Soap Deodorants Shower gel Hair Conditioner Beer Facial Cleanser Milk Body cream/ lotion Anti-shadow eyes cream Moisturizer Sun block Hygiene wash
  • Key findings & Implications • 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 is growing there but always cater to country and societal nuances Understand Observe Speak Respond Communicate
  • Where to start?
  • Point 1 – Catch the Hot Boys •15 – 24 years old •Roughly 1.45 million males in HCMC and Hanoi •Spends VND 357,000 per week ~$555/yr ~$568/yr Others 39% ~$156/yr Importance of appearance Importance of appearance 95 15-24 y.o 88 25-39 y.o 40-50 y.o 81 Food 40% Hi-tech gadgets Clothes 10% 11% ~$142/yr Reason why appearance is important Reason why appearance is important I want to feel confident to the people I meet 58% I want to be respected by others I want to be attractive to the opposite sex I want to stand out from the crowd 55% 33% 31%
  • Hot personal care products for hot boys Products usage and intention to use Products usage and intention to use 100 Shampoo Razors 79 Deodorant 78 Body wash 10 13 36 41 27 10 33 46 Fragrances 12 29 54 Facial wash 5 23 61 Shaving cream User 10 67 Hair gel Hair conditioner 16 18 32 20 Non-user but will consider using 27 53 Non-user, non-considerer High product usage and high consideration among non-users Among 15-24 yo
  • 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: •Hihihehe •Zing •Kenh14 •Dantri Be mindful of the price Spending influence • Price (74%) • Brand (69%) • Promotion (51%) • Product reviews (49%) • Advertisement (42%) • WOM (35%) Promos can spark usage for other products Top promotions for personal care products • Increase volume/ quantity (Eg. increase volume 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)
  • Point 2: Understand gender shopping behavior Needs Fulfillment Journey Quality-seeker, grab and go, planned shopping Bargain-hunter, impulsive, easy to influence “When we go into a fashion store, “When we go into a fashion store, we can try different shirts but only we can try different shirts but only buy 1 or 2 that fits us the most. buy 1 or 2 that fits us the most. Females are different, they can buy Females are different, they can buy 3-4 shirts for example, even though 3-4 shirts for example, even though they only try 1-2 of them.” they only try 1-2 of them.” “I don’t like to bargain. If II find a “I don’t like to bargain. If find a good quality product that suits me, II good quality product that suits me, will just pay for it and go. My wife is will just pay for it and go. My wife is different, she always takes time to different, she always takes time to bargain down the price.” bargain down the price.” “We males normally have a plan of “We males normally have a plan of what to buy before shopping. what to buy before shopping. Females might just go unplanned Females might just go unplanned and end up buying a lot of things.” and end up buying a lot of things.”
  • No matter what industry you’re in…Tickle women with a price discount and assure men of quality 78 Product quality 59 Durability 48 40 Functions 25 38 Value for money 28 25 International brand 14 19 18 Product design 9 Vietnamese brand 19 6 After sale services 15 6 Discounted price Advertising Promotions Important shopping considerations 70 31 4 3 2 17 Males Females
  • TV is king but still have window for targeted communication Daily Daily Weekly Weekly Daily Daily Daily Daily
  • TV is king but still have window for targeted communication I have the habit of reading newspapers over a cup of filter coffee in the morning. It’s my own time. So relaxing and indulging Daily Daily Weekly Weekly I surf everyday to keep updated with news. Then I can discuss and chat with my friends at cafes. I’ll look quite dull if I don’t know about the things that they discuss with each other Daily Daily Daily Daily Magazines are very informative. They have topics that suit me. I’m updated with the latest fashion trends.
  • Show me the benefit…and the price! Attitude towards advertisement I like to watch advertisements and usually be affected by what is exposed in the ads 33 27 I like to watch advertisements but I don't believe most of things exposed in the ads 37 42 22 I don't object the ads but I also don't pay much attention on them 25 8 Generally I don't like advertising Functional Functional benefits benefits (64%) (64%) Attractive Attractive prices prices (53%) (53%) Exciting Exciting ambience ambience (33%) (33%) 5 Males Females 70% are 70% are almost almost unaffected unaffected Attracting elements of TVC
  • Key findings & Implications • While TV is the most common way to reach both genders, it is not so for other forms of media. • Men are buyers while women are shoppers • And don’t forget the power of the internet; continued development is a certainty
  • Final Thoughts • Appearance –Confidence –Respect –Success • Evolution –Products across all industries • Same Same, But Different –Communication
  • Thank you Any questions, please email: Vietnaminfo@nielsen.com Confidential & Proprietary Copyright © 2010 The Nielsen Company Confidential & Proprietary • Copyright © 2007 The Nielsen Company