37. Digital is firmly on the agenda of
the world’s Chief Marketing
Officers
Top Transformation Projects in the Office of the CMO:
37
38. And, consumers are getting
louder; 4 million times
louder than in 2007
Tweets per day in 2007 :
5,000
Tweets per day in 2009:
2,500,000
Tweets per day as of June 2011:
200,000,000
39. Digital media environments are
interactive, marketers need advocacy to
reach critical mass to drive successful
campaigns
Impact
Campaigns that
successfully ‘go-viral’,
driven by consumer
advocacy Most digital marketing
campaigns fail to impress
Campaigns
39
42. Digital media is the second
largest media behind television
83
67
28 30
9 11
Internet for leisure TV Radio Internet for work Newspapers Magazines
43. Vietnam’s consumers generally go online
frequently and research brands regularly
Global Vietnam India
Internet
30% 32% 8%
Penetration
% of internet users
% of internet users % of internet users
that:
that: that:
Go online 8.8%
daily 68% 67%
Are brand
33% 12% 2.0%
fans on SN
Write about 10.7%
47% 13%
brands online
Research 81% 80% 12.3%
brands online
44. Driving Growth Online
67% of Vietnam’s online users
access the Internet every single
day; 31% have accessed via
mobile in the last month
Once online, the digital
population of Vietnam are very
engaged. Having a digital
strategy prepared to capture
consumers as they adopt is the
key to capitalize on this; a
mobile component is a critical
aspect of this strategy
45. The developing digital markets
have lower numbers talking
about brands online
% writing about brands
46. Yet they are as likely to read
comments; brand conversations have
massive reach in these markets
% reading about brands
46
47. With a large audience, and fewer
competing conversations, those who do
write wield incredible influence
% reading about brands – Vietnam
% writing about brands – Vietnam
% reading
(size of
audience, size
of influence) % writing
(number of
potential
advocates)
48. Online reviews can influence brands
in the opinion of online writers and
more than half of them expect
companies to contact them
thereafter
(%)
% Agree
49. Activate Your Brand Online
56% of online writers in Vietnam
talk about their brand
experience and another 63%
seek advice on brand usage
and other related aspects
Ensure ample content is
available on brand networks on
product usage, benefits and
other related information
commonly asked by consumers
– regularly update this and
engage members of the brand
community
50. Dealing with the negatives
42% online readers in Vietnam
on average feel even a single
negative review can impact on a
consumer’s purchase decision
Advocacy is very important and
can have a significant role in
the purchase decision. Be
aware of what is being said
about your brand (but
remember not to intrude too
strongly)
51. As the value of purchases increases,
the amount of research both off and
particularly online also increases
% researching online
% researching at all
98 100 99 99
94
89 91
86 87
68
53 55 55
27 31 28
25
18
Cleaning Food Personal hygiene Alcohol Pres. Medicine Credit cards New Car TV Travel
products
52. The Path to Purchase
Consumers use multiple touch
points throughout the journey
to purchase, with offline
touchpoints the more heavily
used
Brands must also use multiple
touchpoints, and prioritise
offline whilst learning to
integrate with online channels.
Utilise bought media to
increase awareness and owned
and earned sources that are
used to drive purchase
decisions
53. Mobile Internet has huge potential in
Vietnam, improvements in connectivity
through 3G rollout along with data
affordability will drive this growth
(%) Disagree (%) Agree
“I would be happy doing all my
Internet surfing via my mobile”
17 55
“I would like to access the Internet
more on my mobile phone, if it were
more convenient, or had higher speed 15 64
or connectivity”
54. Prepare for Mobile Online
8% of mobile users research
products online daily via pre-
purchase sites, compared with
13% of PC users
The increasing adoption of
mobile devices is likely to drive
the uptake of e-commerce
services – prepare now for a
cross-platform friendly
interface to engage consumers
56. Alison Dexter - Executive Director
Bach Ngoc Hieu An – Senior Research Manager
Deep dive in to the impact on
consumer mindsets and behaviors
of changing economic times
58. Who we talked to
• Six of our moderators spoke to:
Age Gender HCMC Hanoi
18-22 y.o. Male 1 1
University students Female 1 1
23-30 y.o. Male (working) 1 1
Single and married (with
In-home Visits kids)
and w/o Female 1 (working) 1 (non-working)
31-40 y.o. Male (working) 1 1
Married with kids Female 1 (non-working) 1 (working)
41-50 y.o. Male (working) 1 1
Married with kids Female 1 (working) 1 (non-working)
Sub-total 8 8
TOTAL 16 IDIs
59. What we talked about
Understanding them, in their families, lifestyle
Their personal
context Current frame of mind, attitudes, life values,
hopes/dreams/goals, their definition of success
What they see as the big picture; impacting factors for
The VN macro context Vietnam; terms used/knowledge/understanding
through their eyes Positive & negative views; drivers of such; personal
connections
Managing their day-to-day economy; strategies/tactics,
beliefs, influences
Impacts to them Their purchasing wishlist and views on 11 categories
(from education to groceries to entertainment & dining
out)
Their response to 12 global trends
global trends Same same or different for you/in Vietnam? How so?
60. Personal contexts
Understanding them
Frame of mind,
• SEC has a huge
attitudes, life values
impact
• Life of a first jobber, • Older & lower SEC,
pre marriage/family = more fatalistic
is a time of freedom;
even moreso for • Younger and higher
men. Yet, also a time Hopes, dreams and
SEC more optimistic
of relative freedom and anything's goals
& opportunity for possible
women • Healthy family
Notions of success
• Family care and • Happy family
• Marriage and family responsibility very • Wealthy family
= responsibility time strong • Career/business
succcess • Stable life
• Competence & • Wheels • Economic freedom
thriftiness crucial • Property • Position < career/
• Travel business
• Forever beautiful achievement for
males; family
harmony for females
• Relationships
• Knowledge
• Confidence
61. Their views on the macro
context
SEC; education, lifestage impacting views & involvement
Vietnam is developing
Standard of living is increasing
Yet some good things, some bad things
‘General management’ is shaky; inflation; transportation;
interest rates; investment management; transparency
Day to day- price increases, food hygiene, pollution
Some industries better now- tea, coffee, banking
Not enough progress- too much manual/outmoded ways of
doing things; too much inefficiency- eg. Infrastructure- roads
half done/redone
Direct and indirect personal impacts are felt
62. Impacts
SEC differences are stark- A, B: relatively safe & stable in the
“storm”, yet conscious of what’s happening around/ to poorer
people
D-E are doing it tough; it’s really tough in E- managing a family
on 3 million VND a month is about daily survival; sometimes
quite desperate, mentally & physically, for all members of the
family
“too much stress,
“I don’t feel much
the worry always
different. I don’t
sticks in my mind,
feel the impact of
economic crisis
on me”
vs we don’t even
have time to feel
happy or
relaxed…”
63. Key to the
The 11 cats future, a priority
An area of fear for
SEC; unchanged
Education higher
Health care products / services High
impact!
Food & beverages products
Lower
Trading
Household utilities SEC
down/less
esp
House hold care products <SEC
Mostly
Personal care products same
Lower
Transportation
SEC esp
Lower
Communications SEC esp
Big dif
Entertainment & dining out here
Personal equipment Big dif
here
Home appliances
Delete
vs Elite
65. The 12 global trends
Recessionary
Recession? Simple Energy
living
I’m over it! pleasures efficiency
adjustments
The mobile Career
The small A little touch of
device as the reinvention
movement luxury
everything hub and extension
Distraction as Authenticity Redistribution The collective
entertainment matters of power consciousness
66. 1. RECESSIONARY LIVING
• Yes, cutting back on
The threat of a global recession some things
has triggered people to make • The lower the SEC,
adjustments to their standard of the bigger the impact
living, eg. • Sometimes trading
down, but
- cutting back on spending, sometimes not
- trading down, • Yes, quality over
quantity mostly (esp.
- choosing quality over quantity, as a mindset)
- and rely on their own • Not necessarily DIY-
resources more, eg. the “outsource/exchange
uptake of DIY (do-it-yourself) to keep own
activity spending ability up-
time is money!”
67. 2. Recession? I‘m Over It!
Global recession trends show that
consumers get sick of being in a
recession and reward themselves by
‘trading up’ on items that play an
important role in their daily lives,
such as PC/laptops, electronics, and Not really; pragmatism
food. is key, but hey, if you
want it and can afford it,
go for it!
An extended downturn can actually
boost sales of high-quality daily
necessities…
68. 3. SIMPLE PLEASURES
• Not if you are rich,
indeed you are
The reality or the risk of money running spending more on
short is a major incentive for consumers to showing your
find new ways of enjoying what they have position, eg. Travel,
and what they can truly afford. Rather than expensive wedding
splurging on extravagant treats, celebrations
consumers will look to simple pleasures as • Yes for others- a trip
a more suitable and satisfying way to feel to the movies =
good. swapped for going
out for a coffee or
maybe you’ve cut
back on karaoke and
(Example: finding pleasure in simple boozing and
things like a nice cup of coffee) swapped it for more
nights in, reading,
surfing online more
• Hard times bring
people together
69. 4. ENERGY EFFICIENCY
Energy-efficient technologies
become more important in • Yes! Spending on
everthing from, washing energy is impacting
machines and fridges with an people directly
‘economy‘ cycle/setting to • And energy-saving
vehicles which are either features can be
found, and are
conservative on fuel consumption appreciated, on
or driven by alternative energy everything from
sources (eg. electricity) to aircon to motorbikes
building more energy efficient
homes to simply being more
conscious about energy use in
general
70. 5. THE SMALL MOVEMENT
Everything is getting
smaller, from stores to
cars, from mobile Yes and no
technology to packaged
goods.
Smaller cash outlays are
easier to manage.
71. 6. THE MOBILE DEVICE AS THE
EVERYTHING HUB
As the availability of wireless
broadband expands and the
cost of advanced mobile
phones drop, the mobile
device will become the Absolutely!
preferred hub for digital
activity.
(Example: mobile devices as
the first PC for some youth)
72. 7. CAREER REINVENTION AND
EXTENSION
More people will find themselves
facing a career break (eg. being laid
off), and many will question whether People in search of
they want to return to the same line the lucrative, yet be
of work - either because it wasn’t safe in your space!
fulfilling in the first place or because
more lucrative opportunities now lie Yes, need to think
elsewhere. about income later in
life
Others will postpone retirement as
they see their savings shrink and
will formulate new ideas for late-
stage careers.
73. 8. A little touch of luxury
Consumers are treating
themselves to daily luxuries and
replacing bigger luxury items (eg.
Overseas holiday) with something Always there for
with a small-scale budget. the rich and not
Cosmetics companies are for the poor
faciltitaing the trend by handing out
premium samples nowadays.
Beauty and wellness categories
are ripe for premiumization.
74. 9. DISTRACTION AS ENTERTAINMENT
Understanding that people do
more than one thing at a time,
content creators are turning
what could be a negative
(distraction) into a positive Yes, it’s the new
(immersive) experience. By trend!
layering a multitude of media Jump on board!
into entertainment, they are
creating content designed for
simultaneous consumption
and engagement.
75. 10. AUTHENTICITY MATTERS
Authenticity will become paramount
for brands as they look to regain
credibility and trust. In the wake of a Yes!
financial crisis that has seen
established institutions topple “I need to know the
overnight and many others teeter on companies where
the brink, consumers have lost a the products or
great deal of faith in brands; they services are from
are searching for truths and so I have
clamouring for transparency. confidence to use
(Example: Barack Obama’s them”
authentic credibility connected with
voters in the U.S. presidential
election.)
76. 11. REDISTRIBUTION OF POWER
• Some see US as still
powerful,
The coming years will see a • Others see countries
widespread redistribution of power in like US and Japan
sliding down
almost every major sphere:
• China at the fore
economic, social and political. • Benefit for Vietnam-
(Example: the growing power of the in the right zone and
coming up fast
BRIC (Brazil, Russia, India, China)
behind
markets)
77. 12. THE COLLECTIVE CONSCIOUSNESS
With the increasing popularity of the
internet and a new global mindset,
people are thinking less about “me”
• Polarized responses
and more about what “we” can do—
collectively—to address the • “No, people in
challenges of modern society. Vietnam only mind
Real value comes from the their own business”
relationships in our lives and how we
interact with the world around us. • Vs charity and
How can we use our money to make sharing strongly
valued
things better, not only for ourselves,
but also for our country and the
world around us?
79. we wish you well on your path to success ……
We invite you
to:
- Contact us to
come and give
you more of
this..
- To introduce
our team to
you..
- alison.dexter@
tnsglobal.com
- hieuan.bach@
tnsglobal.com
80. Every Cloud has a Silver Lining
Managing Growth During Recessionary Times
Shirley Raman – Associate Vice President
Petra Alincova – Research Manager
82. Vietnam less optimistic than the rest of the
region
Consumer Confidence Index
120
100
80
60
40
20
0
Vietnam
AC Neilson Survey
83.
84. Those who succeeded in the last recession
Stuck to their brand values
Continued investment into R&D, Advertising which
enabled speedier recoveries
Focused on product rather than corporate image
Trimmed the portfolio, to deepen their focus
85. How some brands are doing it
Add purpose & meaning into buying
Simplicity- Less is More
Engaging Differently
86. But all of them stay true to their
positioning promise.
It is a time to reinforce and strengthen
emotive connection, provide certainty
and anchors, rather than add to the
panic and uncertainty
87. Add Purpose, Meaning into Buying
Consumers in recession
exhibit heightened
sensitivity to those in need
Buying into propositions
with meaning adds purpose,
a feeling of virtuousness.
88. Brands as Responsible Institutions
Brands as beacons of trust, transparent and
engaged “pillars of the earth” to replace
outdated, untrustworthy institutions in a post-
recessionary “new world”
Chrysler /Fiat campaign focus on
rebuilding country in times of adversity
http://www.youtube.com/watch?v=TqI_nxwyZa8
89. Simplicity - Less is More
Packaging to engage, entertain, reassure long after the purchase
90. New rules of Engagement
Clinique leverage the fact that recession
consumers talk more to retail and sales
personnel on the phone and shop floors
Persuasive brand demos and scripts
that help sales staff verbalize effectively
91. Using Emotion to Voice Value
• Nowhere in marketing do emotions run hotter during today’s slowly
fading Great Recession than when it comes to the role of VALUE
being highlighted in advertising
• The uncertainty and anxiety evoke a range of emotive responses
• From a marketing perspective, the challenge is to understand how
different consumers will express themselves in the current climate.
• And how brands can best react to those keeping the brand codes
intact
92. Different responses to the Current
Economic Situation
ESCAPE A CHALLENGE TO
May not acknowledge CONFRONT
Need to feel there is hope There IS a solution
May even splurge Opportunities that buck
Make changes that don’t hurt the trend
much Won’t buy the media hype
A NATURAL ORDER OF THINGS A TEST - ONLY THE FITTEST
Will pass. Deal with human WILL SURVIVE
implications See themselves as a solution
Everyone in together. Embrace Will be where the smart money is
practical solutions
A THREAT A TIME TO REASSERT
Feel powerless with few choices CONTROL
Look to others for a solution Complexity- seek Information
Afraid to spend Want to act responsibly
Will be better prepared next time
93. How Brands can respond
SHOW CUP HALF FULL
SHOW FIGHTING SPIRIT
Provide opportunities for small
Do things differently
indulgences
Offer opportunities
But ensure that escapism is
grounded in realty
BRAND AS PART OF THE Empower, rather than about missing
COMMUNITY out
Use of local talent Reward for effort, you deserve it
Remain down to earth Brands superiority, enduring quality
Be more human than usual Rather than being the best
REASSURE & SOOTHE
Brand stories about INFORMATION AND
provenance & endurance JUSTIFICATION
Long term view Reassure about sensible
Recognize smallest barriers choices
will obstruct
94. The FIGHTER
It communicated by telling how
jetting on jet blue is a lot like a
private jet with a few basic
differences
In a cheeky, irreverent tone, making
fun of the CEO’s expensive habits
http://www.youtube.com/watch?v=OmDiDJ7QrdU&feature=player_embedded
95. The Survivor
A brand that made no compromises
Talks enduring quality while maintaining its
status equity
Makes it easier for people to rationalize
premium purchases as a reward
http://www.youtube.com/watch?v=BdNoqqHju0U
96. The Analyst
Its Radio ads tout company’s financial solvency,
stability and strength.
Conveys value through the wisdom of conservative
investment strategy, recent upgrade in financial-
strength ratings
97. The Fearful
A brand that made no compromises
Talks enduring quality while maintaining
its status equity
Makes it easier for people to rationalize
premium purchases as a reward
http://www.youtube.com/watch?v=6HNKqffU3Cc
98. The Optimist
Havaianas, a Brazilian flip flop maker connects
through a ‘don’t worry be happy’ approach
Kept it upbeat and positive, while generating
buzz
Offered a positive experience, a permission to
indulge
http://www.youtube.com/watch?v=kOvv2VKFuMY&feature=player_embedded
99. The Optimist
Target Store offers invites consumers to
enjoy their recession lifestyle
compromises to the hilt
Provides light relief, keeps it positive
Reinforces value through cheap chic and
‘more for less’ image
http://www.youtube.com/watch?v=GPEyrCvNXFs&feature=player_embedded
105. How branding works
(An example from the US)
When blinded Pepsi wins
When branded Coke wins …because the brand genuinely
increases people’s preference for Coke
106. Neuroscience showed that the neural preference did correspond
to the brand chosen blind
Abstract brain
Emotional brain
RewardSurvival
Centre behaviours
107. When told the brand name, the brain genuinely prefers the brand
with which it has an emotional attachment
Storing
emotional Biasing
memories choice
towards
emotional
memories
109. Back to Lindstrom again…looking at the similarities between
strong brands and great religion
“We found that the brain
activity was uncannily
similar when viewing both
types of imagery”
111. The World’s Leading Measure of Commitment
+
= Over 11,000 studies
Global, all sectors
112. Commitment measures the strength of relationships
You can’t tell what your customers are feeling by looking at what they
are doing…
…and you can’t be sure you’ll keep them,
unless the relationship is good
The relationship acts as an early warning sign of what people might do
in the future based on how they feel
113. More than 80% of the world’s most valuable brands have
used Brand Commitment to understand their consumers
better
115. 1. The Hook
Get an introduction
Be remarkable
116.
117.
118. 1. The Hook
Be a no-brainer - leverage peer pressure
Not many people would turn down the obvious choice
Safe choices are good choices
..or “if everyone else is using it, then surely it is the right choice?”
120. 2. Show Interest and Understanding
Show interest in, or understanding of, customer’s
situation and needs
People respond well to
others’ interest in them
Demonstrate that it
makes sense to be together
Make me feel (& believe)
that it's destined to be!
121.
122.
123. 3. Deliver the Goods
There's no better way to create a strong
relationship than delivering on every
need, whether real or perceived
Needs may be functional/physical or emotional
If I talk just enough, say the right things,
anticipate all the right moves and the right
timing, and know what you want, even before
you do, you will have no choice but to ‘love’
me
124.
125. 4. Make It Matter
If you want to build a strong relationship, make
them care
126.
127. 4. Make It Matter
A word of warning:
just making someone care
doesn't ensure that they will choose
you
to have the relationship with!
128. 5. Commit
You reap what you sow
If you show willingness to commit, you're more likely
to get commitment in return
Value can be used to illustrate seriousness
129.
130. 6. Keep It Up – Make sure the Love
doesn’t die!
Once you've delivered, and committed,
you've got to keep it up,
or the relationship weakens
Keep it fresh and exciting
131.
132.
133.
134. 7. Reminders
Don't let them forget why the relationship was
built in the first place
Impress the customer’s network, so that the
network also helps remind
Everyone wants to feel good
152. Education demand
Trans-national education still a ways off for most families.
However, there is certainly some demand for it – esp. franchise programs.
86
Educational course/s considering for children’s future (%):
Hanoi
(18%)
16
10 10
5
Local degree Franchised degree Entire program in Twinning E learning /
foreign country distance education
Source: Which of the following educational programs are you seriously considering for your children?
Base: n= 1,000 (total).
156. ‘International’ most commonly understood as having
foreign curriculum, foreign teachers and taught in a
foreign language.
75
How parents define ‘international’ for an
international school (%):
52
46 45
35
12
Foreign curriculum Foreign teachers Curriculum taught in High quality facilities Foreign Foreign students
foreign language owned/managed
Source: TNS VietCycle Education 2011. Q75: If a school in Vietnam calls itself “international”, what do you understand that to
mean?
Base: n= 1,090 (total)
159. David Watts – Group Account Director
Nguyen Thi Phuong Linh - Senior Research Manager
160. Teen Study (12-19years): Content
Demographic Profile Teen Life
Teen Target Profile TRU’s Trend Arc: In or out?
Home life Celebrities
Work life Sports participation and
Education Favorites
Teen Consumers Sports leagues and
Spending associations
TRU’s favourite brand meter Friends
Spending on key categories Free time
Cellphones Teen perspectives
Tech and Durable items TRU value monitor
Teen Media Personal concerns
Magazine readership Teen’s place in the world
T.V viewership
Media participation THERE IS ALSO 20-24 STUDY
Online activities
TODAY IS ABOUT TEENS ONLY
160
160
161. We were teens once ….
David – 19 years Linh – 19 years
168. I always try to have as much fun as I possibly can
169. Life is an ongoing balancing act!
Understand and integrate this when talking to teens…
What’s Really Important for Teens (Top-2 Box %):
Tradition Modernity
80% 61%
87% Doing what I want and is
good for me 90%
THE LIFE OF A VIETNAMESE TEEN
170. Education continues to be the door to opportunity, with…
85% aiming to complete an
undergraduate degree
Tertiary education – programme most likely to undertake (%):
Local degree (local institution) 89%
Franchised degree (foreign degree
with study entirely in local country) 5%
Entire program in foreign country 3%
Twinning degree 3%
172. Spending on food, clothing and staying in touch...
Street food Clothing Beverages Mobile phone
$6 $5 $4 $3
Books / study
Transportation Fast food restaurants Sweet/salty snacks
material
$3 $2 $2 $2
174. Teens say they cant live without TV and use it the
most, BUT the internet is now…
most informative most entertaining
HCMC HANOI HCMC HANOI
25% TV 21% 40% TV 26%
61% INTERNET 61% 57% INTERNET 71%
10% NEWSPAPERS 3% 0% NEWSPAPERS -
4% MAGAZINES 7% 1 MAGAZINES 3
175. However, TV is still the preferred way to be
told about your brands…
Best Channels for Engaging with Teens (%):
Television Non-social- Fliers Billboard, Newspaper
networking Outdoor Ads
websites
176. Media streaming is growing in popularity…
Online Activities on Computer P1M (%)
86% Used a search engine
76% Listened to streaming music
Watched streaming video
73%
(like YouTube)
72% Talked to someone in a chat room
71% Played a single-player game
71% Instant messaged (IM)
178. Smart Phones and social networking..
TRU Trend Index - Technology
85 Smart phones
77 Social networking sites
72 Multi-player online games
65 Online photo sharing
55 PC games
50 Virtual worlds (Second Life)
179. Shopping, coffee houses and nose jobs...
TRU Trend Index - Activities
78 Going to malls / department stores
77 Going to coffee houses / tea houses
72 Getting cosmetic surgery
65 Going to the spa
55 Clubbing
50 Dating
181. This is where brands matter to teens…
Top-5 Products Teens Must Have Brands of
Choice (%) Total Male Female
Beverages (soft drinks, juice, tea) 62 66 58
Apparel (non-athletic) 61 64 58
Hair products (shampoo,
conditioner, styling) 51 49 52
Cell phone/ Mobile phone 43 46 40
Body/ Face wash 36 26 45
183. Teen Growth Summary
INSIGHTS PLAN FOR GROWTH
Show interest in THEIR growth
Teens are focused on education for Consider linking your brands to scholarships, career paths,
money and success and education to bond with teens.
Consider the value equation you deliver…
Teens have a small disposable income , spent Make sure your products suit a pressing need and deliver real
on mostly on day to day consumables. benefit to justify investment.
So should you!
Especially to educate about brands and products and be a part of
The internet is where teens are heading for the teen social world. Links to streaming and social networking
information and entertainment sites may be fruitful.
Tap into this for promotions and communications…
Teen like convergence of technology…it Opportunity to connect with branded apps, cellphone related
simplifies their entertainment and social life promotions etc.
Reflect this in your attitude and imagery
Teens care about health BUT in a holistic way Healthy mind and body reflected in communications
184. If you want to know more about me
and my friends, please contact:
David.Watts@tnsglobal.com
PhuongLinh.Nguyen@tnsglobal.com
184
185. Thank you all and we
hope we have helped to
make your business
grow
