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Understanding_Asian_Trends_through_Needscope--Louise_Fu,TNS

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Understanding_Asian_Trends_through_Needscope--Louise_Fu,TNS

  1. 1. Understanding Asian Trends throughNeedScope ©TNS 2012
  2. 2. In the fast developing Asian markets, now more thanever, brands need emotion to grow Products are more easily duplicated – emotion is key to differentiate Mature markets represent little growth – need to think about new categories and peripherals Ability to cross borders – successful brands leverage human feelings and needs has the ability to leverage across cultures and geographies Current economic climate – need a strategy that is sustainable and beyond price competition ©TNS 2012 2
  3. 3. Through NeedScope – access to consumers needs thatare culturally specific CONSUMER NEEDS Functional needs Carefree Dynamic Identity needs Emotive needs Friendly Assertive Symbology Caring Competent Social values Product features BRAND IMAGE ©TNS 2012 3
  4. 4. Trends in the Asian markets – an observation in thebeauty and luxury categories 01 02 03 Brands tapping into Process Innovation How digital changes the Asian values for brands consumer brand decision making ©TNS 2012 4
  5. 5. Trends in the Asian markets – an observation in thebeauty and luxury categories 01 02 03 Brands tapping into Process Innovation How digital changes the Asian values for brands consumer brand decision making ©TNS 2012 5
  6. 6. In the Western cultures, beauty is about enhancement It is about moving up the scale and; Solving problem ©TNS 2012 6
  7. 7. Brand communications indicate products and brandsas hero ©TNS 2012 7
  8. 8. In Asia, beauty is the starting point… It is about restoring and preserving one’s inborn beauty and bringing out the innate beauty within you ©TNS 2012 8
  9. 9. Brands communications want to align with the Asianvalues and meeting culturally specific needs of AsianconsumersIt is not just about Leveraging culture Natural takes on athe credibility of a and making it real different meaningssingle SKU but an to consumers in Asiaalignment betweenconsumer valuesand brandphilosophy ©TNS 2012 9
  10. 10. From products to lifestyleIt is not just aboutthe credibility of asingle SKU but analignment betweenconsumer values Fancl kiosk in Tokyoand brand selling health drinksphilosophy at train stations Offers protein diet and other oral health products as a total package to beauty ©TNS 2012 10
  11. 11. More recently, Estee Lauder launches Osaio – a brandinspired by Chinese medicine with a diagnostic approachIt is not just about “This proprietary diagnostic approachthe credibility of a accounts for influencing factors bothsingle SKU but an inside the skin and on its surface.alignment betweenconsumer values Inspired by both Chinese medicineand brand and Western dermatology, the Osiaophilosophy Diagnostic Method measures a range of parameters related to a woman’s life, health and beauty, including age, lifestyle, environment, stress, fatigue, body condition, skin condition, exercise and diet.” http://www.cosmeticsandtoiletries.com/networking/n ews/company/173135461.html ©TNS 2012 11
  12. 12. Leverage of knowledge of cultural heritage ofingredients that are well known and trusted by Asianconsumers Sulwhasoo Leveraging culture – a Korean and making it real brand to consumers features a story about Ginseng as an ingredient and takes it across borders to markets like China ©TNS 2012 12
  13. 13. Address the Asian focus on details and personalexperience Leveraging culture Local stories and making it real featuring real to consumers consumers, their experience and feedback Celebrity personal usage experience and endorsement ©TNS 2012 13
  14. 14. The meanings of “natural” differs in Asia as in the WestNatural takes on a When Asian consumers talks aboutdifferent meanings “natural” – by that they do not mean thatin Asia they do not want to do anything about the current state of affair, just that they do not want others to note the amount of work and efforts that are being put in….“I enjoy compliment from otherssaying my skin is naturally smooth “Korean ladies prefer natural andand glowing. No one knows that I nude makeup, that drives thehave put my makeup on…” (Chengdu, popularity of BB cream …” (Mioggiluxury skincare brand user, 30-35 Beauty Adviser)y.o.) ©TNS 2012 14
  15. 15. “Natural” takes slightly different meanings… Understated Reflective Pure Beauty Mysterious Style and Intelligence Rare Beauty Simple and Basic sophistication ©TNS 2012 15
  16. 16. Trends in the Asian markets – an observation in thebeauty and luxury categories 01 02 03 Brands tapping into Process Innovation How digital changes the Asian values for brands consumer brand decision making ©TNS 2012 16
  17. 17. An example of Process Innovations Innovation from Albion: After cleansing, use milky lotion first (instead of watery lotion or toner) Albion claims this stabilizes and softens the skin, enabling subsequent skincare products to be absorbed better ©TNS 2012 17
  18. 18. The marketing edge of understanding local culturesand specific consumers needs Look natural and beautiful without showing the effort Carefree Dynamic Friendly Assertive Caring Competent Needs of being in control, responsible for yourself and the relevance of process innovation ©TNS 2012 18
  19. 19. Process innovations, innovations base on more thanproducts Recognized Consumers consumers as an usability and details active part of the focus equation ©TNS 2012 19
  20. 20. Asian consumers believe that product efficacy haseverything to do with consumer sophisticationRecognized Personal logconsumers as an of usage andactive part of the feedback –equation distributed by brands and created by self Using the The right right product way or regimen ©TNS 2012 20
  21. 21. Include tools and applicators and consider userexperience in the process of innovationsConsumersusability and detailsfocus Brands feature applicators and tools in their brochure and communication Visual guide on how and how much to use ©TNS 2012 21
  22. 22. “In Asia, beauty is all about the reach towardsan ideal through active involvement …..”(Quote from Not Just a Pretty Face: The CulturalContext of Beauty in Asia by Nazia Du Bois, O&M) ©TNS 2012 22
  23. 23. Trends in the Asian markets – an observation in thebeauty and luxury categories 01 02 03 Brands tapping into Process Innovation How digital changes the Asian values for brands consumer brand decision making ©TNS 2012 23
  24. 24. Digital is ingrained in theurban lifestyle of mostAsian consumersAnd the way to reach outto consumers is gettingmore complex ©TNS 2012 24
  25. 25. Digital consumers in Asia are spending the most timeonline compared with ROW Hours per week on Internet for Leisure 20.7 19.0 17.8 16.8 16.1 15.3 14.9 Asia Pacific North America South/East Middle East & North/West Sub-Suharan Latin America Europe North Africa Europe Africa Source: Digital Life 2011 ©TNS 2012 25
  26. 26. Managing the way consumers experience the brandWOM takes on a Virtual brand It is not just onlinemuch wider experience is but mobile onlinemeaning possible and likelygeographically – as to influence brandfar as language and choice andcomprehension purchase decisionpermits ©TNS 2012 26
  27. 27. Cross fertilization across markets – imply mediastrategy that crosses borders Increasing cross-culture and cross-country influences due to accessibility of online media Example of how 牛爾老師 (Teacher Niuer), beauty expert in Taiwan, reach out to China audience via online forums ©TNS 2012 27
  28. 28. Virtual brand experience influence purchase Reading and discussing about the brand – comments from consumer in Jiangsu province of China BBS forum 閨蜜網In big market like China, http://product.kimiss.c om/product/43396 Stock up and buy oncenot all consumers have the have the chance to travelbenefits of first hands to major cities or abroadbrand experience ©TNS 2012 28
  29. 29. Rapid adoption of accessing the internet on mobiledevices is driving digital in Asia % who use mobile internet weekly 61 52 36 22 11 Global China Developed Asia Emerging Asia India Source: Mobile Life 2012 ©TNS 2012 29
  30. 30. +70% of internet users in China use mobile phone foraccess 3.88 million of users access internet via mobile phone ©TNS 2012 30
  31. 31. Banks is one of the leading industries in mobile appsdevelopment ©TNS 2012 31
  32. 32. Frequency of accessing these fashion mobile sites aredaily among users ©TNS 2012 32
  33. 33. Marketing content needs to be optimized for mobileinternet Estee Lauder US Estee Lauder Clinique Mobile Mobile Site China Site Application Mobile friendly but only caters Chinese website on mobile Application available in 6 to the US market products. phone not optimized. Not as languages, including Chinese. Not available in Chinese. easy to navigate the site. Content is all localized. ©TNS 2012
  34. 34. Trends in the Asian markets – opportunities to buildconsistent brands, communicate locally and keeping itfresh 01 02 Brands tapping into the Process Innovation 03 How digital changes consumer brand Asian values for brands decision making To engage Asian Think process Leverage digital and consumers at brand innovation and user mobile media as brand philosophy level experience as ambassadors and platform for increase brand visibility To align with Asian innovation consumer values in brand communications ©TNS 2012 34
  35. 35. THANK YOUContact: Louise.Fu@tnsglobal.comwww.tnsglobal.com ©TNS 2012

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