Presented by Ryan Vaughan - Nielsen Vietnam
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events please visit VietnamBusiness.TV
1. Driving differentiated outcomes for your business
June 4 2014
DEMYSTIFYING
THE RURAL CONSUMER
IN VIETNAM
video
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Source:
Monthly income per capita: GSO 2012
Occupation structure & Urbanization rate: Rural Census 2011
Education level: Nielsen Rural Syndicated Study 2009 & Nielsen Rural 2014
Utilize public places to do activation and build brand awareness (parks, public areas in the community, village public area, coffee shops/ internet shops for young rural consumers)
Examples of how some companies have tried to leverage WOMs (Unilever vans that go to commune wet markets, with several activation activities)
Nielsen Rural Study-’14-Quali; Q13. Here are some statements that other people have said about their life-styles. Using the following scale, could you please tell me how much you agree/disagree with each statement? Q22. How would you evaluate the information received from these channels? [MA] Q23. Here are some factors affecting purchase decision, for each factors please indicate the importance level[SA]
Project Harvest 2012. Q10. How often do you watch/listen/use following media channel? Q11. On average, how many hours do you spend a day for…[SA]?
Harvest Rural 2012 – Q25. 3 factors making the Ad you like? [MA]
Nielsen Rural study 2014 – Quali
Energy Boosting is a burning need which is considerable for future communication
If you are offering bev, offer them health and energy so that they can work hard and improve their income.
If you are offeirng PC, offer them opportunities to outshine today and live a more decent life tomm.