This document discusses a psychographic research on the opportunity for brands to influence young Vietnamese consumers. It begins by providing background on Vietnam's large youth population and rapid economic growth. It then explores the mindset of young Vietnamese, finding they see social networking as essential, value success and social acceptance. Their story is unique as most were born after the Vietnam War into a period of global integration. This influences their lives as they adopt foreign influences but face uncertainty. As marketer, the document says brands must get their attention by speaking to their interests, win their trust by supporting their community, and help them connect and influence others. An action plan is proposed to educate them on brands, support youth networks and give them social power.

1. The opportunity for brands to
play a central role in young
Vietnamese consumer's mind:
a psychographic research.
___________________________________
by Hai Pham

2. Table of contents

Why we are here

Understanding young people

Understanding their unique story

How it is directly influencing their lives

Why this is relevant to you as a marketer

Translating our strategy into action plan

3. Why we are here

4. Background
Vietnam has a big population with young
people being the dominant demographics.
*Vietnam is the world's thirteenth most
populous country, with excess of 86.93
million .
*In 2010, 52.4% of the 87 million population
is under the age of 30.
Vietnam has also been experiencing rapid
economic growth.
*Potential growth rate of almost 10% per annum
in real dollar terms that could push it up to
around 70% of the size of the UK economy by
2050.
→Young Vietnamese are the barometer of
social change and key indicator of economy.
(Data by Euromonitor & PricewaterhouseCoopers)

5. The influential role of Vietnamese young
people provides huge potential for brands.
Therefore, marketers need to understand
what they think, say, and do.

6. Understanding young people

8. They think of social networking as a living standard.
90% of internet users in Vietnam access the
internet more than once a week, about 70%
use it daily.
*Where internet is used: 56% at home,
26% at cafes, 14% at office.
Out of 30 million Vietnamese internet users
in Vietnam,14 million are social network
users.
→The new ways of connecting are so
highly-involving for young Vietnamese today
that it is eating their share of activities.
(Data by Cimigo & Vietnam Digital
Media Overview by Tan Yan Jun)

9. They consider success a form of self-measurement.
“I dream of a better future for myself, and will
go wherever this dream takes me”
“I will do whatever it takes including the
pursuit of alternative career paths to make
my dream come true.”
“I strongly believe that a good future is
indeed possible.”
*Vietnamese are the 11th most confident
consumers in the world.
*Urbanisation expected to increase to 36% by
2020 and 43% by 2030.
→Not only are young Vietnamese aware,
they are also inspired and motivated by
success. Many already plan their immediate
futures around it.
(Data by Nielsen)

10. They make being socially accepted a priority.
Young Vietnamese want to stand out and
get noticed by their peers.
“Being Different from others is Cool”–37%
“I am always seeking to have New and Unique
Things” -54%
A large number of young people devote
time in taking pictures, documenting their
daily activities, writing and posting them on
social network sites.
→Young Vietnamese understand that by
projecting a favorable image, they can
establish social influence.
(Source FDG, Statement Data from Gen V study)

11. The experiences, meanings, and concepts being
associated with youth are complex yet homogenuous.
Moreover, does it have something to do with Vietnam?

12. Understanding their unique story

13. Their social context segregates them from others.
The majority of young Vietnamese
(generation X, generation Y and generation Z)
were born after the Vietnam War.
Only a small part of generation X grow up
during early economic reform and have vague
memories of economic isolation.
Both generation Y and generation Z grow up
on the road of Vietnam's global integration.
→The difference in life experience makes it
increasingly difficult for young Vietnamese
to relate other generation groups.
(Data by Government Statistics Offices)

14. Their perception is bombarded by unattainable promises.
Young Vietnamese's values of life has many
changes in comparison to the past as they live
more freely.
*80% of young people say living together before
marriage for love is essential.
Vietnam youth are enamored by new ideas and
concepts that they have not experienced.
*Culturally adapted foreign programs (Vietnam
Idol, Buoc nhay xi tin, Vietnam next top model...)
are well-received.
*High awareness and support for famous foreign
celebrities (Backstreet Boys, Tyra Banks, 2NE1,
SNSD...) visiting Vietnam.
→Cultural interpretations of modern life appeal to
young people but are vastly different from their
living situation.
(Data by Southern Sustainable Institute)

15. No destinations to which they might head are yet visible.
Increasing economic inequality
*Vietnam corruption rate ranks 116th out of
178 countries.
Insufficent education and social protection.
*Highest abortion rate in the world (1.2 to 1.6
million each year) with 30% performed on
teenagers.
*28.8 % don’t know how to protect themselves
against STD with 50% of HIV infections in
Vietnam involve people under 25.
High inflation rate
*Consumer price index was up 23% from a year
earlier, which is the highest rate of inflation in
Asia.
→Young Vietnamese are suffering under the rapid
and unstable global integration while society's
transformations are still unclear. (Data by VCPFC & VFPA)

16. Vietnamese young people are struggling to
establish their identity in a world of risk and
uncertainty.

17. How it is directly influencing their lives

18. They adopt foreign influences as their own.
There is heavy reference of Hollywood, Japan and
Korea influences in youth's clothing, speech, and
behaviors.
Many young people enjoy transforming their
personal image.
*They want to rebel against parents.
*They avoid associations with unfavorable local
norms.
*They closely follow the latest fads and jump on
the bandwagon as early as possible.
→Building a global identity provides young
Vietnamese a sense of belonging.
(Articles by 2sao, vnexpress,
vietbao and various publications)

19. They document their personal experiences via global concepts.
Young Vietnamese are early adopters of internet
technologies.
*Nearly 40% of internet users are a member of a
social network with Facebook as the most used
social network with 1.8 million users.
*20% of internet users keep their own blog.
*20% of young population between the ages of 15
and 24 increasingly use mobile communications
services.
The popular trends include flashmobs, social
network games, slogan t-shirts, hip hop culture,
alternative dance, “photo floating”, cheerleading
practice...
→Media products are reappropriated to interpret
the messages in a way that gives them meaning
in the local context of youth's own lives.
(Data by Ogilvy 360 & Nielsen)

20. They project an “I want it now” mentality to fame and success.
The rising incidents (love stunts, beat and strip
school mates, masquarade as queer...) indicates
strong need for social recognition.
*1,600 cases of violence in and outside schools in
the 2009-2010 academic year.
Extensive shopping, nice rides, glamorous style
become ambitions of many young people.
*Twenty-something year olds are the biggest
spenders, forking out approximately $5 billion
annually.
Beauty and talent contests receive popularity among
young people as they provide overnight attention.
→The economic disparities makes traditional road
from rags to riches seem incredibly hard to reach.
(Data by G2/Grey Group
& Minsitry of Education)

21. Why this is relevant to you as a marketer

22. Young Vietnamese are searching for brands
that can help them build their identity.

23. Translating our strategy into action plan

24. Get their attention.
Brand Education: emphasize characteristics of your brand that they can
resonate with.
*Employ heavily experiential branding (similar to Macy's Parade in
NYC).
*Product Placement & Subliminal Advertising on local movies, TV
shows, music video clips.
*PR articles & brand knowledge test on social websites like Hi Hi He
He, ZingMe...
Speak to youth interests: bring what they like and cannot imagine to them.
*Endorsement on their favorite subjects:Disney shows, Korean soaps,
leading teen magazines, reality shows....
*Interview and follow up on lives of popular young celebrities.
*Integrate their favorite playlist to your brand programs.

25. Win their trust.
Support youth community: engage your brand in their everyday conversations.
*Competition to find the next role model with inspirational stories.
*Endorsement community oriented programs (dancing, designing,
presenting..).
*Contests to reach their favorite stars.
Meet youth's social needs: make sure they receive brand recognition.
*“Flash your XYZ Brand code and get a 5% off at Yogen Fruz, milk tea shops
every time you visit”
*Mobile Coupons for Cinemas.
*Win add-on products (holiday cards, key chain, bags....).

26. Show them how to connect and influence.
Build youth network platform: help them connect your brand with their peers.
*Campaigns to communicate about networking potential of your brand.
*Create communication platforms for them on social networking sites (daily
journals, photosharing, video ranking....).
*Provide them with instant updates about your brand (mobile, blog, app.... ).
Give youth social power: help them build their influence.
*Parent-oriented programs that showcases teen ambition and achievements.
*Testimonial of personal accomplishments.
*”Brand Ambassadors” program seeking attributes needed for popularity
(presentation skills, fashion, travelling).

27. Thank You