Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Think Isaan & Lanna


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

Think Isaan & Lanna

  1. 1. วิถีล้านนา อีสานสไตล์ วิถีล้านนา อีสานสไตล์ Think I-Saan Lanna Lives Think I-saan Lanna Lives Think I-Saan Lanna Lives
  2. 2. Pulse of the Media: Undercurrents of Popular Culture being expressed in the Media Pulse of Observers of Change: What knowledgeable Observers of Change predict about consumers Pulse of the Consumer: What is going on directly in Consumers’ lives and minds McCann Pulse
  3. 3. <ul><li>I Think I-Saan </li></ul><ul><li>II Lanna Lives </li></ul><ul><li>III The Way Forward </li></ul>Our Agenda
  4. 4. Think I-Saan! Untapped the Minds of I-Saan People
  5. 5. Welcome to their world.. . I.
  16. 16. Enter to their mind.. . II.
  17. 17. <ul><li>This reinforces them to believe in making the most of today with rare understanding on the concept of future planning. </li></ul>LIFE IS UNPREDICTABLE. Chapter 1 : Life <ul><li>Working in agriculture, I-Saan people are getting familiar with the unpredictable changes in weather and the effect on their produce. </li></ul>“ They live on a day to day basis. They are not competitive. If they have money, they buy; if not, they don’t. They are not ambitious. They love to beg and pray.” / “ ใช้ชีวิตแบบมีอยู่มีกิน ไม่แข่งขัน หาได้ก็ซื้อ ไม่กระตือรือร้น ชอบขอสิ่งศักดิ์สิทธิ์ ” Religious Leader
  18. 18. <ul><li>With the mindset of working to stay alive, I-Saan people devote their everyday life to working where they make the most out of their time and energy. </li></ul>EVERYDAY IS A WORKING DAY. Chapter 1 : Life “ There’s no weekend for us. We don’t actually know the date.” / “ พื้นบ้านไม่มีวันหยุด ไม่รู้ด้วยช้ำว่าวันอะไร ” Male Family Builder “ We cannot stop working. The expenses come everyday.” / “ หยุดเฉยๆไม่ได้ รายจ่ายออกทุกวัน ” Female Family Builder
  19. 19. <ul><li>Two most important types of jobs in the neighborhood are either labor jobs or respectful jobs . </li></ul><ul><li>Regular jobs </li></ul><ul><ul><li>Farming </li></ul></ul><ul><ul><li>Raising cows and poultries </li></ul></ul><ul><ul><li>Growing vegetables and gardening </li></ul></ul><ul><ul><li>Construction work and renovation </li></ul></ul><ul><ul><li>Weaving silk and blanket </li></ul></ul><ul><ul><li>Factory work </li></ul></ul><ul><li>Respectful jobs </li></ul><ul><ul><li>Government officers </li></ul></ul><ul><ul><li>i.e., administration, police, etc. </li></ul></ul><ul><ul><li>( อบต เทศบาล ตำรวจ ธุรการ ) </li></ul></ul>HERE, RESPECTFUL JOBS ARE STRONGLY VALUED, BUT YET THEY REQUIRED BOTH STRONG EDUCATION BACKGROUND AND CONNECTION . REGULAR JOBS VS. RESPECTFUL JOBS Chapter 1 : Life “ Being government officer is great, having salary and also honor.” / “ ทำราชการ ได้ดีมีเงินเดือน มีเกียรติ มีศักดิ์ศรี ” Male Family Builder
  20. 20. <ul><li>I-Saan people are not picky when it comes to jobs. </li></ul><ul><li>They spend first half of the year doing anything from construction work to weaving silk to support themselves with an average of 300 Baht wage a day. However, this is non-regular jobs. </li></ul><ul><li>The second half of the year is reserved for farming where every family member returns home to harvest crops. </li></ul>“ Rice is our only asset. Even if we don’t have money, we still have our own rice to eat. We can even sell it for 1,300 Baht per sack when we need cash.” / “ ข้าวมันเป็นเหมือนสมบัติของเรา ไม่มีเงินยังไงอย่างน้อยก็มีข้าวกิน เอาไปแลกเงินก็ได้กระสอบละ 1 , 300 บาท ” Male Family Builder WHATEVER IT TAKES.. . FOR MONEY. Chapter 1 : Life
  21. 21. <ul><li>Part of being I-Saan is the determination to have fun . It is probably the greatest gift of all. </li></ul><ul><li>Whether there are religious ceremonies or casual gatherings, it is common to see group of people dancing and singing karaoke through the rhythms of country music while drinking forty degree alcohol. </li></ul>“ Every week we have a party where everyone brings food and shares 100 baht each for beer and alcohol. When thing’s gone bad, we just don’t think about it. We would rather have fun.” / “ ทุกอาทิตย์ก็จะมีตั้งวงกัน เอากับข้าวมากิน แชร์กันคนละ 100 ไปซื้อเบียร์ซื้อเหล้า ไม่รู้จะเครียดไปทำไม มาฮ้ง ( สังสรรค์เฮฮา ) กันดีกว่า ” Female Family Builder HAPPENS REGULARLY AS BEING THE WAY TO RELIEVE STRESS AND ENJOY THE SOCIALIZATION IN THE NEIGHBORHOOD THEY WORK HARDER AND THEY PLAY HARDER. Chapter 2 : Fun
  22. 22. <ul><li>The big days to have fun in I-Saan lives usually involves with religious day and traditional ceremonies . </li></ul><ul><li>For example:- </li></ul><ul><ul><li>- Religious day (Makabucha, Visakabucha, etc.) </li></ul></ul><ul><ul><li>- New house greeting ceremonies </li></ul></ul><ul><ul><li>- Wedding ceremonies </li></ul></ul><ul><ul><li>- Salutation to the agriculture god in helping them with agriculture </li></ul></ul>THE BIG DAY. ALL REPRESENT GROUP ACTIVITIES, SOCIALIZING AND SOCIAL BONDING. Chapter 2 : Fun
  23. 23. <ul><li>One of the key reasons for the contentment in life of I-Saan people is the fact that they accept fate as something they cannot go against. </li></ul><ul><li>They believe the reason for their poverty and struggle are the result of their bad deeds done in past lives. Here, they look forward to a better next live . </li></ul>“ Every morning I give food to the monk with hope and prayer for a better next life.” / “ ตื่นมาใส่บาตรทุกเช้า อธิษฐานขอให้ชาติหน้าอย่าได้ลำบากอย่างนี้ ” Female Family Builder IT’S A MATTER OF FATE. Chapter 3 : Belief
  24. 24. <ul><li>The concept of happy is simple. </li></ul><ul><li>It is all about having enough to pass through each day. </li></ul>“ It’s the traditional way of happiness, like watching TV or going to the rice field.” / “ มีความสุขตามภาษาพื้นบ้าน นอนดูโทรทัศน์ ออกไปดูทุ่งนา ” Female Family Builder HAPPY AS IT IS. Chapter 3 : Belief
  25. 25. <ul><li>Even though there is a strong bonding with in the neighborhood, they are still care for ‘face’ , as being part of the deep rooted Thai culture. </li></ul>YET, FACE IS IMPORTANT. Chapter 3 : Belief <ul><li>The concept of face for I-Saan people usually related to:- </li></ul><ul><ul><li>The success of kids </li></ul></ul><ul><ul><li>(e.g., finishing school, working in high paid jobs or foreign countries) </li></ul></ul><ul><ul><li>The house improvement </li></ul></ul><ul><ul><li>(e.g., spacious area, furniture, etc.) </li></ul></ul><ul><ul><li>The presence of hi-technology instruments </li></ul></ul><ul><ul><li>(e.g., refrigerator, washing machine, etc.) </li></ul></ul><ul><ul><li>The alignment with the concept of being rich </li></ul></ul><ul><ul><li>(e.g., having cows, gold, car, etc.) </li></ul></ul>“ If I have money, I’ll renovate my house..” / “ ถ้ามีเงินก็อยากจะเฮ็ดบ้านใหม่ ” Female Family Builder
  26. 26. <ul><li>The concept of face is still can be seen in the popularity of sharing . </li></ul><ul><li>The occasions where they gain a lot of money, they usually share their lucks with friends in the neighborhood. </li></ul><ul><ul><li>Got large amount of money from working </li></ul></ul><ul><ul><li>Win lottery </li></ul></ul>“ At lunch, we normally cook one dish each and share them together.” / “ กลางวันบางทีก็ทำกับข้าวมาฮ้งกัน Female Family Builder “ When I win underground lottery, I have to buy alcohol and celebrate first. It’s like welcoming the luck.” / “ ถูกหวยนี่ต้องซื้อเหล้าฉลองก่อนอย่างแรก ต้อนรับโชค ” Female Family Builder SHARING IS MANDATORY. Chapter 3 : Belief
  27. 27. <ul><li>Every I -Saan family are very loyal to the king and royal family. </li></ul><ul><li>Religion and local tradition are also strongly kept among adults and the elderly. These help keep their spirits alive. </li></ul>WHAT THEY HANG ON TO? Chapter 3 : Belief
  28. 28. <ul><li>Working hard was proven to get them no where. </li></ul><ul><li>I -Saan hopes and dreams lie in an easier way to be rich ( รวยทางลัด ); gambling that is. </li></ul>“ Thai people trade stocks, I-Saan people play underground lottery and bet on cockfight. It becomes part of our culture.” / “ คนไทยเล่นหุ้น คนอีสานเล่นหวย แทงไก่ชน มันเหมือนเป็นวัฒนธรรมอย่างนึงไปแล้ว ” Male Identity Builder “ It becomes part of our culture, we have the belief like looking at the sacred tree for number.” / “ มันเหมือนเป็นวัฒนธรรมไปแล้ว เค้ามีความเชื่อกัน อย่างพวกดูต้นไม้ขอเลข ” Male Identity Builder THEY PUT FAITH IN GAMBLING. Chapter 4 : Gamble
  29. 29. <ul><li>Even when they are struggle in life, people in the early twenties felt it is mandatory to settle down and have kids. </li></ul><ul><li>It is believed as establishing security in life . </li></ul>“ People in the village believe having kid is like the foundation of family.” / “ บ้านนอกเค้าถือว่าเป็นการสร้างความมั่นคงทางครอบครัว ” Social Service FAMILY MAKES LIFE COMPLETED. Chapter 5 : Hope
  30. 30. <ul><li>Having children is not only make their family settled and completed, I -Saan people believe that their children will bring a bright and better future . </li></ul>CHILDREN ARE THEIR REAL HOPES. “ If we have kids, we’ll be prosperous when they grow up.” / “ ถ้ามีลูก เราจะร่ำรวยตอนเค้าโต ” Male Family Builder Chapter 5 : Hope
  31. 31. <ul><li>They want their kids to have a better life and that they give them the highest education as they can . </li></ul><ul><li>The best they can afford is vocational school (Diplomat). </li></ul>EDUCATION COMES FIRST! THEY BELIEVE EDUCATION IS THE GATEWAY TO A BETTER JOB (NON LABOR-ORIENTED) “ I make money for my kids education. Whatever level they want to study, I’ll try my best. I don’t want them to have the hard life like me who don’t afford to study.” / “ อยากหาเงินให้ลูกเรียน เค้าจะเรียนให้เราแค่ไหนเราก็จะส่งให้สูงสุด บ่อยากให้เค้าลำบากเหมือนเราที่อยากเรียนแต่เรียนไม่ได้ ” Female Family Builder Chapter 5 : Hope
  32. 32. <ul><li>Bangkok and other industrial provinces (Rayong, Cholburi and Samutprakarn) are the most popular destinations among the young people of I-Saan for they represent new hope, desirable lifestyle and better source of money. </li></ul>“ After finishing my vocational school, if I work in the neighborhood’s factory, I’ll get 145 Baht a day, but if I go elsewhere, I’ll get 191-200 Baht. Also, there’re so many things to do. The lifestyle is more modern.” / “ จบ ปวส . ถ้าเราทำงานแถวนี้ก็ได้วันละ 145 บาท ถ้าไปที่อื่นมันเงินดีกว่า ตกวันละ 191-200 บาท มีแสงสีเยอะ ” Female Identity Builder “ When you’re teen, you have to go working in Bangkok, it’s really cool.” / “ ช่วงวัยรุ่น ต้องไป กรุงเทพฯ มันเท่ห์ ต้องไปให้ได้ ” Male Family Builder THE GOLD RUSH! Chapter 5 : Hope
  33. 33. <ul><li>Seeing their parents struggle, teenagers are strongly grateful to their parents . </li></ul><ul><li>When they start to work, they believe it is their turn to give something back to their parents. </li></ul>“ When kids go to work in Bangkok, they will send some money to their parents, like 2,000-3,000 Baht a month.” / “ ลูกไปกรุงเทพฯ เค้าก็ส่งให้เดือนละสองสามพัน ” Male Family Builder THE GIVE BACK Chapter 5 : Hope “ I want to finish my degree as fast as I can, so my parents will no longer have to work this hard.” / “ อยากเรียนให้จบปริญญาไวๆ พ่อแม่จะได้สบาย ” Female Identity Builder
  34. 34. <ul><li>Across age group, people feel they belong to the village and will get back to the village when they are old. </li></ul>“ I love the village. It’s my home where people are generous to each other. I don’t have to work for someone. If it gets worse, I can still fishing and have something to eat.” / “ อยู่บ้านนอกมันบ้านเรา แถวบ้านมีน้ำใจกัน ไม่ต้องเป็นลูกจ้างเขา ไม่มีอะไรก็ตกปลากินได้ ” Male Family Builder THE VILLAGE OFFER STRONG SENSE OF BELONGING AND REPRESENT FREEDOM THE LAST PHASE IN LIFE. Chapter 5 : Hope
  35. 35. Media in their lives.. . III.
  36. 36. <ul><li>Listen to TV when getting ready in the morning from 5 am – 7 am </li></ul><ul><ul><li>Media as background </li></ul></ul><ul><li>Watching royalty news, soaps and comedy variety from 7 pm -10 pm </li></ul><ul><ul><li>Media as source of entertainment and relaxation </li></ul></ul>Best Time 12 3 Morning 5 am – 7 am (passive) Evening 7 pm – 10 pm (active) 9 6
  37. 37. <ul><li>Most family watch Channel 3 and 7 with the focus on soap opera content, followed by comedy variety show. </li></ul><ul><li>Here, female enjoy watching soaps and variety while male are into news, sports and documentaries. </li></ul>“ I like watching Channel 3 and 7. Other channels don’t have soaps. They only have variety shows.” / “ ชอบดูช่อง 3 กับช่อง 7 ช่องอื่นบ่มีละคร มีแต่วาไรตี้ ” Female Family Builder LOOK OUT FOR ENJOYMENT AS REPRESENTING ESCAPISM FROM THE HARSH REALITY . SERIOUS CONTENTS ARE MOSTLY DROPPED. Favorite Channel
  38. 38. Game show featured comedians ชิงร้อยชิงล้าน เกมส์ทศกัณฑ์ Thai after the news soaps ( Channel 3&7) At 10 Most Watched TV PROGRAMS กิ่งกาหลง คมคน คุณยายสายเดี่ยว
  39. 39. Most Watched TV PROGRAMS Royal Family news Sports, Documentaries i.e., football, Thai boxing (Male) News talks Entertainment news
  40. 40. <ul><li>Every house has a VCD player for kids and teens. </li></ul><ul><li>Rental VCDs cost 10 Baht. </li></ul><ul><ul><li>Thai horror movies (e.g., The unseenable) </li></ul></ul><ul><ul><li>Thai movies (e.g., Sab Sa Nit) </li></ul></ul><ul><ul><li>Thai comedy </li></ul></ul><ul><ul><li>(e.g., Pong Lang Sa Orn, Sarmcha) </li></ul></ul><ul><ul><li>Hollywood or Chinese action movies with funny Thai soundtrack </li></ul></ul><ul><ul><li>(e.g., Jacky Chan) </li></ul></ul>MOST OF THE CONTENTS ARE ‘LIGHT’. THE FUN / JOKE / COMEDY ARE GAINING STRONG POPULARITY. VCD
  41. 41. ศิริพร อำไพพงษ์ ศักดิ์ ภูเวียง Sieng Isaan band เอม อภัสรา จินตรา พูลลาภ LYRICS ARE STRAIGHT TO THE POINT AND STRONGLY RELEVANT TO THEIR LIFE. Thai Local Singer (Luk-Toong, Mor-Lum) ดอกรัก ดวงมาลา
  42. 42. Clash Kala Karabao & Parn Labanoon Bird Big Ass Loook Krung THE MIDDLE GROUND BETWEEN URBAN THAI MUSIC AND LUK TOONG MUSIC AS BEING MOST RELEVANT. Sake Loso
  43. 43. Sinjai Pengpanich Chatchai Pengpanich Ann Thongprasom Namfon Patcharin “ หล่อบ่อสร่าง ” IDOL Kaew Aphiradee Older Group : Cee Siwat Oil Thana Por Natawut
  44. 44. Weeraparb Japanom Umm Patcharapar 3 Cha Gang David Beckham & Ronaldo IDOL Younger Group : Tangmo Kob Suvanun
  45. 45. <ul><li>Each house has 1-2 basic mobile phones, bought from second hand market at around 1,000 Baht. </li></ul>*** Some of the phone are not turn on (they will turn on and buy prepaid card when they want to use only). Mobile Phone
  46. 46. <ul><li>Young people can access to the Internet at school, community center or Internet café (10 Baht per hour). </li></ul><ul><li>Mostly are used for entertainment i.e., gaming, checking horoscope and sports news. </li></ul>Internet Access
  49. 49. Welcome to the lives of northern people L a n n a L ives
  50. 50. I LANNA BEING The Lanna way of life “ ”
  51. 51. <ul><li>The northern style of housing is quite simple with some of the area being used for sustainable household agriculture i.e., growing vegetables and herbs, raising poultries, etc. Closed families stay in closed proximity. </li></ul>The House “ ”
  52. 52. <ul><li>The living room is commonly used for family entertainment. Most are fully equipped with electrical appliances i.e., TV, DVD, stereo and PC for a higher income household. </li></ul>The Living Room “ ”
  53. 53. The Working Space <ul><li>Working at home is considered common practice for Lanna people. This normally involves small scale handicraft i.e., doll making, bag making, etc. </li></ul>“ ”
  54. 54. The Bedroom <ul><li>The bedroom is quite small and in simple setting with only mattress and closet. One family usually have one to two bedroom while young adults usually have their own room. </li></ul>“ ”
  55. 55. The Restroom <ul><li>The restroom is in shower and/or water bucket setting while the products used are in family sizes as being perceived most economical. </li></ul>“ ”
  56. 56. <ul><li>Most of the households are using gas stove while traditional stove is still used for sticky rice cooking. The kitchen electrical appliances and seasoning is quite sophisticated. </li></ul>The Kitchen “ ”
  57. 57. <ul><li>The Lanna food is considered healthy i.e., ingredients, way of cooking. Though MSG is still commonly used, the dishes in general are high in fibers and herbs. </li></ul>The Food “ ”
  58. 58. The Fridge <ul><li>Looking inside the fridge, besides water, it is stored with vegetables and chili paste that are considered main ingredients in most Lanna dishes. </li></ul>“ ”
  59. 59. <ul><li>Motorcycles are the most convenient way of transportation for both within the neighborhood and to the city while some higher income households have pickups. </li></ul>The Transportation “ ”
  60. 60. <ul><li>In each village, the common area where people gather together is the community hub. It is the place to sit, chat and update news with others. </li></ul>The Neighborhood “ ”
  61. 61. The Hobbies <ul><li>A diverse range of hobbies have been observed as the way Lanna people spending their pleasurable pastime. </li></ul>“ ”
  62. 62. <ul><li>Moms and pops are the place to shop for food and beverages while fresh food is bought at wet market. </li></ul>The Shopping Place “ ”
  63. 63. The Shopping Place <ul><li>Shopping for personal care and fashionable items is usually occurred at flea market ( ตลาดนัด / กาดนัด ) on specific date of the week. </li></ul>“ ”
  64. 64. What it takes to be ‘Lanna’ II THE ‘LANNA’ ESSENCE “ ”
  65. 65. t he L egacy
  66. 66. The land of its own legacy <ul><li>The north region is renown for its imprinted tradition and rich culture. </li></ul>OVERALL, THIS REGION IS UNIQUE AND COMPARATIVELY MORE DEVELOPED THAN OTHER REGIONS OF THAILAND EXEMPTED BANGKOK <ul><li>This legacy is undeniably unique and transcended through means of:- </li></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Food </li></ul></ul><ul><ul><li>Arts and craftsmanship </li></ul></ul><ul><ul><li>Historical places i.e., temple </li></ul></ul><ul><ul><li>Ceremonies i.e., งานฤดูหนาว งานปอยหลวง งานกินสลาก งานยี่เป็ง สงกรานต์ </li></ul></ul>
  67. 67. Tradition resides in The minds <ul><li>Unlike other regions where the essence has been mixed up with the popular culture of the modern world, </li></ul>“ มันเป็นรุ่นต่อรุ่น มันเป็นความเคยชินที่เค้าเจอกันมา จนรู้สึกว่ามันไม่ใช่สิ่งแปลก / It passed on from generation to generation. It’s the thing in their everyday lives that they get familiar with it and don’t feel that it’s strange.” Male Career Builder – Urban Lanna people feel proud of their tradition and determined to pass on to the next generations to come.
  68. 68. The W ork
  69. 69. From Pride to a chilled Working life One of the most proudest aspects of Lanna being is the fact that their work are based on skills and comparatively not labor oriented than other regions of Thailand. THESE SKILL SET THAT THEY HAVE IS PERCEIVED AS HAVING VALUE AND THAT THEY DO NOT NEED TO BE AMBITIOUS OR STRUGGLED IN LIFE
  70. 70. The same Working platform In each village, one or two craftsmanship and/or agricultural skills would be highlighted as a competitive advantage i.e., sewing, umbrella making, doll making, raising cows, etc. Here, there would be heritage knowledge transcended from one generation to another; not only in terms of labor skills but also marketing skills as to how to sell the products. “ อาชีพของคนเหนือจะเป็นไปตามถิ่นที่อยู่ เราก็จะรู้กันว่าหมู่บ้านนี้ทำร่ม หมู่บ้านนี้ทำแหนม หมู่บ้านนี้ทำเครื่องเงิน เราก็จะทำเหมือนๆกันแล้วแต่ถิ่นที่อยู่ / Northern people occupation depends on where they live. It’s been known for example that this village is about making umbrella, this village is about making traditional sausage, this village is for silverware. We end up doing the same thing in each village.” Female Family Builder - Rural
  71. 71. A less Competing life Sharing the same culture and working context, each Lanna households is less competing to each other. “ อยู่ที่นี่ไม่ค่อยเครียด อารมภ์แบบเรื่อยๆ เฉื่อยๆ ไม่มีการแข่งขัน วัฒนธรรมมันต่างกันกับกรุงเทพ / Living here, there’s not much of a pressure. It’s kind of laid back and chilled out. There’s no competition here. The culture is different from that of Bangkok.” Female Identity Builder - Urban THERE IS NO APPARENT SOCIAL GAP WITHIN THE COMMUNITY I.E., EVERYONE HAS SIMILAR THINGS
  72. 72. T he SOCIETY
  73. 73. A Sharing community “ อยู่ที่อื่นออกจากบ้านต้องใช้เงิน แต่อยู่นี่ขาดเหลืออะไรขอกันได้ / In other areas, you need to use money at all time, but here if you need anything, you can get from your neighbors.” Rural Development Government Officer The concept of sharing ( มีน้ำใจ เอื้อเฟื้อเผื่อแผ่ ) within the community is well established.
  74. 74. Having enough is enough <ul><ul><li>The overall, cost of living in the rural area is also comparatively low i.e., vegetable for 5 Baht, pork/beef for 20 Baht. </li></ul></ul><ul><ul><li>Also, it is noteworthy that not all of life necessity requires money. </li></ul></ul><ul><ul><ul><li>Home grown vegetable, fruits, flowers can be consumed in household / เก็บเอาบ่ต้องซื้อ and also can be sold for money when needed </li></ul></ul></ul><ul><ul><ul><li>These home grown products are commonly shared in the neighborhood </li></ul></ul></ul>THE ROLE OF MONEY IS THUS CONSIDERED MODERATED
  75. 75. Image is not everything <ul><li>The idea of showing off status are not explicit within Lanna society. </li></ul><ul><li>Value set in Lanna society is quite sophisticated and usually involves:- </li></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>Tradition </li></ul></ul><ul><ul><li>Religion </li></ul></ul>“ พ่อแม่เค้าขอมีปริญญาติดฝาบ้านแค่เนี้ยแหละ ให้ชาวบ้านเห็น เค้าหวังให้เราเอาตัวรอด / Mom and dad, they only want the degree to put on the wall so that others can see it. They just want us to survive on our own.” Male Identity Builder - Urban
  76. 76. The Wishes
  77. 77. The Mindset Their wishes and hopes <ul><li>When it comes to wish and hope, Lanna people are looking for:- </li></ul><ul><ul><li>Clean all debts ใช้หนี้ </li></ul></ul><ul><ul><li>Having money and convenient life สุขสบาย อยู่ดีกินดี </li></ul></ul><ul><ul><li>No longer need to work หยุดงาน </li></ul></ul><ul><ul><li>Pay raise เงินเดือนขึ้น </li></ul></ul><ul><ul><li>Buying new house and new car สร้างบ้าน ซื้อรถ </li></ul></ul>“ ก็อยากมีตังค์นะ ถูกหวยสัก 3 ล้านงี้ แต่จริงๆเอาแค่อยู่สบายก็ดีแล้ว / Of course I want to have a lot of money, like winning 3 millions Baht money. But actually, having a convenient life is good enough.” Female Family Builder – Rural MAKING THEIR LIVES MORE COMFORTABLE AND CONVENIENT THAN THEY ARE NOW
  78. 78. The Mindset And for their kids The most important plan that they made is for their kids. Ideally, they wish their kids would become a government officer i.e., soldier, police, etc. Here, they will make all their afford to make sure their kids get at least a bachelor degree. However, that depends on the preference and willingness of their kids. “ พี่ก็อยากให้ลูกเป็นทหาร ตำรวจไรงี้นะ มันยังไงล่ะ เท่ห์ดี / I want my son to be a soldier or police. I don’t know, I think it’s cool.” Female Family Builder – Rural “ มันก็ต้องแล้วแต่เค้านะว่าเรียนไหวมั๊ย ให้เราส่งเรียนเป็นหนี้แต่เค้าไม่รับก็ไม่ไหว / It’s up to him whether he can take it. It makes no sense to be in debt supporting kids education while they don’t appreciate it.” Male Family Builder – Rural
  79. 79. ” The media and technology in Lanna lives. “ III LANNA CONNECTIVITY
  80. 80. M The edia in Lanna Lives <ul><li>In both urban and rural area , morning news are commonly watched when they get ready to start the day. </li></ul><ul><li>Early evening TV programs i.e., news, soaps before the news are quite popular among rural adults who go to bed comparatively early, excepted for those who have to work late night at home and watch TV as their accompaniment . </li></ul><ul><li>Late night TV programs i.e., prime time soaps on Channel 3 and 7 and popular TV shows are being enjoyed by both urban people and rural young adults . </li></ul><ul><li>For weekends, TV is considered a family bonding entertainment . </li></ul>T V
  81. 81. M The edia in Lanna Lives Favourite TV Programs <ul><li>Morning news </li></ul><ul><li>Evening news </li></ul><ul><li>Entertainment shows </li></ul><ul><li>Edutainment shows </li></ul><ul><li>Before the news soaps </li></ul><ul><li>Prime time soaps </li></ul><ul><li>Korean series </li></ul>เรื่องเล่าเช้านี้ ตีข่าว ผู้หญิงถึงผู้หญิง Royalty news and Thaksin news <ul><ul><li>หม่ำโชว์ คลายเส้น เกมส์ทศกัณฑ์ ตี 10 ชิงร้อยชิงล้าน สาระแนโชว์ 7 สีคอนเสิร์ท ช่อง 9 การ์ตูน </li></ul></ul><ul><ul><li>คนค้นคน เรื่องจริงผ่านจอ กบนอกกะลา อัจฉริยะช้ามคืน ตู้ซ่อนเงิน </li></ul></ul><ul><ul><li>จูมง </li></ul></ul><ul><ul><li>ร่ายริษยา ตุ๊กตาเริงระบำ ภูเขากินคน </li></ul></ul><ul><ul><li>ผู้พิทักษ์สี่แยก </li></ul></ul>“ ชอบดูรายการมีสาระเยอะ เรื่องแบบ ปลาร้ามาจากไหน รายการกบนอกกะลา คนค้นคน สนุกดี / I love watching educational program like how fermented fish come from or TV program like ‘Kob Nork Ka La” “Kon Kon Kon”. It’s fun.” Female Family Builders – Rural
  82. 82. M The edia in Lanna Lives Favourite Idols All time favorite stars and actors/actresses from channel 3 and 7 are strongly appreciated among older groups. “ ป๋อตาหวาน ตาหล่อ / Por has a charming sweet eyes. It makes him look handsome.” Female Family Builders – Rural Nok Chatchai Sombat Sorapong Naowarat Por Nutawut Pancake Vorranuj Patcharapar
  83. 83. M The edia in Lanna Lives Favourite Idols Pei Parnward Tangmo Paula Potato Clash Rain Tik Jedsada Pong Nawat Golf Mike Scrubb As for the younger groups, there favorite idols are more diverse , including mainly both actors/actresses and singer; can be indy or international .
  84. 84. M The edia in Lanna Lives Favourite Artists <ul><li>ครูแอ๊ด </li></ul><ul><li>สุนทรี ไม้เมือง </li></ul><ul><li>จรัล มโณเพชร </li></ul><ul><li>วิฑูรย์ ใจพรหม </li></ul><ul><li>The สะล้อ </li></ul><ul><li>โปงลางสะออน </li></ul><ul><li>น้องแต - เปิดใจสาวแต </li></ul><ul><li>ตั๊กแตน ชลลดา - ไม่ใช่แฟนทำแทนบ่ได้ </li></ul><ul><li>บ่าววี - ขอนไม้กับเรือ </li></ul><ul><li>ต่าย อรทัย </li></ul><ul><li>คาราบาว </li></ul><ul><li>ปู พงษ์สิทธิ๋ </li></ul>Lanna local singer Lanna adapted singer Local country music is strongly appreciated among older groups, followed by country music from I-Saan, Southern and Central origin.
  85. 85. M The edia in Lanna Lives Example Witoon Jaiprom Witoon Jaiprom is the most popular Lanna adapted singer / ลูกทุ่งคำเมือง with his breakthrough comedy music.
  86. 86. M The edia in Lanna Lives Favourite Artists Younger adults are open to both country music and urban music . Chart breaking international music is also accepted in urban area. “ พวก Linkin Park ยังงี้ฟังไม่ทัน / For Linking Park kind of music, I can’t get what they sing. It’s too fast.” Male Identity Builder - Rural
  87. 87. M The edia in Lanna Lives Favourite Movies International/Chinese action thriller and Thai comedy/ghost are most famous choices while Korean series are also popular among younger groups.
  88. 88. M The edia in Lanna Lives <ul><li>Magazine and comic rental shops are located all over Chiangmai in both rural and urban area; usually around dormitory, school and university at 3-5 Baht per day. Other channels are at the salon or bank . </li></ul><ul><li>The most famous choices are gossip magazine, women magazine, Japanese comic, pocket book. </li></ul><ul><li>Local magazines i.e., Click, Hip are also positively recieved among urban youths. </li></ul>MAG AZINES
  89. 89. M The edia in Lanna Lives Rural OOH OOH is quite simple in rural area with the core contact point being Kard Nut, moms and pops/mini mart and loading truck .
  90. 90. M The edia in Lanna Lives Urban OOH While most are still traditional, OOH in urban area are becoming more diverse with modern touch and lifestyle relevancy .
  91. 91. M The edia in Lanna Lives Rural POP Moms and pops setting are usually uncluttered . Here, outstanding displays help boosting visibility. AT POINT OF PURCHASE, BRANDED SHELF AND DECORATIVE ITEMS ARE TWO OF THE KEY HIGHLIGHTS
  92. 92. M The edia in Lanna Lives Urban POP Hypermarket and mini mart in urban area are more well categorized . STILL LACKING OF BREAKTHROUGH INNOVATION
  93. 93. M The edia in Lanna Lives The Internet access in Rural area While PC is presented in some higher income household, the Internet access at home in rural area is quite rare. Most young adults are using the Internet at their university or work place and Internet café at 10 Baht an hour. “ เล่นเกมส์ออนไลน์ Audition ก็ชั่วโมงละ 10 บาท / Playing online game like Audition, I have to pay for 10 Baht an hour.” Male Identity Builder - Rural
  94. 94. M The edia in Lanna Lives MOBILE PHONES <ul><li>Northern people usually buy their mobile phones from Mae Sai or 2 nd hand mobile phones shops with average price of 1,000 Baht. </li></ul><ul><li>Mobile phone usage is still limited to simply making calls and receiving calls for both familiarity and budget reasons. </li></ul>
  95. 95. T h e a y F orward W
  96. 96. Consumers are all different cases T h e a y F orward W
  97. 97. The B egin ning Different person.. Different character Different family.. Different value set Different living area .. Different lifestyle Different education .. Different way of thinking Different status.. Different priority
  98. 98. The B IG GER picture <ul><li>Different region.. Anything can be different </li></ul><ul><ul><li>The obvious i.e., living space, household income, occupation, age, lifestyle, etc. </li></ul></ul><ul><ul><li>Besides the obvious i.e., character, mindset, value, aspiration, etc. </li></ul></ul>
  99. 99. L ife is for fighting <ul><li>Struggling has been a fact of life for I-Saan people. </li></ul><ul><ul><li>Working life relies on the weather </li></ul></ul><ul><ul><li>Highly labor-oriented jobs </li></ul></ul><ul><ul><li>Wages are low paid and unpredictable </li></ul></ul><ul><ul><li>Migration to Bangkok is a must for young people </li></ul></ul><ul><ul><li>Life is lived day by day </li></ul></ul>
  100. 100. H ope Keeps them alive <ul><li>Having hope is what keep them moving on with life. </li></ul><ul><ul><li>Luck </li></ul></ul><ul><ul><li>Faith </li></ul></ul><ul><ul><li>Future of children </li></ul></ul>
  101. 101. Be their inspiration <ul><li>The concept of inspiration comes in simple form. </li></ul><ul><ul><li>Accomplishment of children </li></ul></ul><ul><ul><li>Success of I-Saan idols </li></ul></ul><ul><ul><li>Status uplift of family </li></ul></ul>
  102. 102. F un is the main ingredient <ul><li>In any execution, it is important that the idea of fun has been well established. </li></ul><ul><ul><li>Light-hearted </li></ul></ul><ul><ul><li>Group gathering </li></ul></ul><ul><ul><li>Social bonding </li></ul></ul>
  103. 103. Unique Culture <ul><li>Culture is uniting people together </li></ul><ul><ul><li>The rural and urban people feel pride of the same culture. </li></ul></ul><ul><ul><li>This pride has been well imprinted in the mind. </li></ul></ul><ul><ul><li>This pride has been well confirmed by all others. </li></ul></ul><ul><ul><li>They are not totally driven by mainstream pop culture and tourism. </li></ul></ul>
  104. 104. Lanna Culture Filter <ul><li>They open to new culture, but they filter only what fit into the Lanna context. </li></ul><ul><ul><li>This is particularly true among older groups of people who are being realistic about who they are. </li></ul></ul><ul><ul><li>While for young adults, the filter is still there but just not as strong as they are quite uncertain about who they really are. </li></ul></ul>
  105. 105. Per sonal ization
  106. 106. Be part Of their Pride <ul><ul><li>Language </li></ul></ul><ul><ul><li>Arts </li></ul></ul><ul><ul><li>Culture </li></ul></ul><ul><ul><li>Food flavor </li></ul></ul><ul><ul><li>Gentle tone and manner </li></ul></ul>
  107. 107. Identity the ‘real’ Lanna culture and fuse into one . <ul><li>The Lanna vs The non -Lanna </li></ul><ul><ul><li>Lanna shopping: Kard Nut vs Lotus </li></ul></ul><ul><ul><li>Lanna coffee: Wawee coffee vs Starbucks </li></ul></ul><ul><ul><li>Lanna way to travel: Huay Tung Thao vs Chiangmai zoo </li></ul></ul><ul><ul><li>Lanna ceremony: Songkran vs New year </li></ul></ul>
  108. 108. And even engage to their sub-culture <ul><li>The Lanna entrepreneur spirit </li></ul><ul><li>The Lanna adapted music </li></ul><ul><li>The Lanna fusion arts </li></ul><ul><li>The Lanna home loving tribe </li></ul><ul><li>The Lanna Lao Thong club </li></ul><ul><li>Etc. </li></ul>
  109. 109. Being Mass is like Being Free size. It never fits all.
  110. 110. Thank you For more details, please contact:- Varidda Voraakom Consumer Insights Director [email_address] Kanthika Udomlarptham Consumer Insights Executive [email_address] © Copyright 2008 . McCann Worldgroup Thailand. All Rights Reserved. Reproduction in whole or in part is forbidden without prior written consent of the copyright holder. T h e a y F orward W