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Understanding consumer lp final

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Understanding consumer lp final

  1. 1. UnderstandingCONSUMERS NEEDS
  2. 2. Benefit of Powerful Brands Fiercely loyal consumers Sustain premium prices License to travel between categories and across borders
  3. 3. “A Powerful brand, speaks volumes about the success of any major organization.” Ralf Matthaes, TNS Vietnam
  4. 4. because these brands project our aspirations, & reflect our DREAMS
  5. 5. Relationship with Brand Meaning ofConsumers brand Needs (image)
  6. 6. Things that give a brand its identity help build relationships with consumer
  7. 7. Starting point is…Consumer
  8. 8. At TNS, we call it…motivational research and we use…
  9. 9. A Psychological ModelTo decode the Drivers ofConsumer Behavior
  10. 10. Archetypes are Fundamental, Innate and Universal Archetypes are an implicit part of our psychology, a universal template for how we view our world, and what drives our behaviour. “The collective unconscious.” Carl Jung Functional Needs Identity Needs Identity NeedsImplicit, unconscious Emotive Needs Explicit, conscious Language of Gratification Expressive Language of words Symbology archetypes Social Values Product Features
  11. 11. A Model Of Archetypes “Dynamic” Based on the 2 keydimensions underlying all Outward directed Extroverted human behaviourWithin this framework we find 6 archetypal Receptivity Dominance Passivity Assertiveness personalities Affiliation Individuality “Me” “We”And 6 archetypal feelings Inward directed Introverted “Static”
  12. 12. Hollywood Recognises The Power of Archetypes
  13. 13. Video
  14. 14. how have Shopping changedin the last 10 years
  15. 15. The market – 1995 – 2005 – 2015? In 1995, only 4 International Milk brands were available in Vietnam. Today there are well over 30…. & in 2015 ? Many more brands available now compared to 10 years ago In 1995, there were no Vietnamese consumers enjoy new shopping modern trade outlets in experience - the Plaza-mania! Vietnam. Today there are well over 100.. & in 2015? Consumers become more segmented, and 10 mil. more consumers compared to 10 years ago From 2003 to 2004, Street shop shopping frequency has declined by 3%... & in Street shops have become “old-fashioned”, 2015? due to shopping venue choice In 1999, only 33% ofShoppers concerned with where they shop and are shoppers we concerned more brand-conscious with brand names. Today 53% are brand conscious & in 2015?
  16. 16. The Trade Channel Battle Where do I go shopping in the city? Benthanh market, Co-op Mart, Metro or Diamond Plaza? Where do I get the best deal? What can I find there? How is the shopping experience like there? What’s for “me” and what for “us”?
  17. 17. I am responsible for 70% of all shopping decisions in my household!“Man has his will - but womanhas her way” Oliver Holmes Men beware! Hold on to your wallets!
  18. 18. Usinglanguage of archetypeto understand s hopper n eeds
  19. 19. Six Types of Shopper Carefree Carefree Active Active Shopper Shopper Shopper Shopper Sensible Shopper Individual Individual Sensible Shopper Shopper Shopper Caring Caring Discerning Discerning Shopper Shopper Shopper Shopper
  20. 20. Who are they?
  21. 21. What images they aspired to? Fashionable, Modern, fun and dynamic and stylish confident Friendly, Upmarket, sociable, unique and family- sophisticated oriented Traditional, Intelligent, kind and mature, gentle professional
  22. 22. Their Shopping destination – ACTIVE SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
  23. 23. Their Shopping destination – INDIVIDUAL SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Welcoming, easy Shopper Shopper Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Caring Discernin Discernin prestige Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
  24. 24. Their Shopping destination – DISCERNING SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
  25. 25. Their Shopping destination – CARING SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
  26. 26. Their Shopping destination – SENSIBLE SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
  27. 27. Their Shopping destination – CAREFREE SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
  28. 28. Where are we going to? More brands will come! MacDonald’s, Estee Lauder, L’Oreal, DELL, Starbuck, 7 Eleven, etc More structured & segmented distribution! Mass media will have a huge impact on shopping venue selection! Increased wealth will dictate choice of venue and volume of purchase Shopping will become more recreational than a necessity, as consumers will have more time
  29. 29. Vietnam today
  30. 30. “insight A moment’s is sometimes worth a ” lifetime’s experience Oliver Holmes

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