theAsianparent presentation about family friendly cars.

1. How do you sell a
family car?
We answer using data!
#TAPInsights

2. Hi! I am Roshni!
CEO and Founder of Tickled Media
Roshni Mahtani is the CEO and Founder of Tickled Media, the
publisher of theAsianparent.com. She has over 10 years of
media and marketing experience across the US and Asia Pacific.
As an entrepreneur based in Singapore, Roshni is also actively involved in the start-up
community. In 2012, she founded the Female Founders Network, a group of over 500
female founders. She also sits on the board of TIE. Singapore and is a mentor at JFDI
where she works with early stage start-ups

3. “When couples
become parents, they
become a new target
audience.”

4. theAsianparent Insights wanted to find out
what were the main concerns and decision
making factors of parents when it came to
purchasing cars
TAP collected quantitative data from 200 parents

5. Let’s find
out what
Singaporean
parents are
thinking

6. Cars happen to be the most
convenient mode of transport
HOWEVER
30%
of parents don’t believe their
car is family friendly

7. 50%
of parents who don’t
consider their car to be
family friendly blame it
on space constraints

8. What do parents
really want in a car?

9. Top 5 family friendly car features
1) Space in car (more seats, more legroom)
2)Trunk space
3)DVD/TV/ Entertainment system
4) Sliding doors
5) Child lock

10. 1. Price
2. Safety
3. Fuel economy
4. Family friendly
5. Brand
1. Price
2. Safety
3. Family Friendly
4. Fuel Economy
5. Brand
Those who consider
their car to be
Family Friendly
Those who don’t
consider their car to
be Family Friendly

11. Most popular car brands

12. What do parents primarily use
the car for?
53% drive to work
30% pick up and drop
their kids to school
7% to run errands

13. 76%
of mums are primary
decision makers when
buying a car

15. 56%
of parents change
their car only
after 6-10 years

16. 40%
of parents
spend at least
1-2 hours
driving a day

17. Volkswagen
CASE STUDY
What’s wrong with
this advertisement?

18. These ads currently appear
on my personal Facebook
page. How could they be
improved?

19. HYUNDAI CASE STUDY
http://www.youtube.com/watch?v=zRqGW2UyJxk

20. What went wrong in this commercial?
1) Caters more to men than women
2) Focus was on engine power and car parts
3) No mention of family friendly features
even though man was with his child

21. What are Singaporean
mums asking?

22. Panelist
Regina Lim
Age: 31 years old
Children: 2 girls aged 2years & 2 months
Profession: Assisting in husbands business
Dana Cohen
Age: 38 years old
Children: 1 girl aged 4 & 1 boy aged 9
Profession : HR & Operations manager

23. #TAPInsights