Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore

Platinum Sponsor

Association Partners

Media Sponsors

‘Bottom of the Pyramid’

Qualitative Research

Cindy Malixi Graulty

Procter & Gamble

R&D Research Fellow

Singapore Innovation Center

P&G at a Glance

Number of Brands 300+

Countries of Operations ~75

Countries Where Our Brands Are Sold 180

Consumers Served by Our Brands ~4.6 billion

Net Sales $83.7 billion

Celebrating 175 years

. . . The Largest CPG Company in the world

Our Promise To make everyday life

just a little bit better,

now and for generations

to come.

BOP Qualitatives Key Principles

1. Landscape understanding

2. Establish relationship & trust

3. Immerse in all aspects of their life

4. Have lots of stimuli

5. Be agile & flexible

Bottom of the Pyramid

2.1 Billion People

~40% of the world population

BOP

People living on <$2/person/day

2009 UN Human Development Report

He Bei

60%

37%

2%0%

1%

Gan Su

17%

33%32%

4%14%

Shan Xi

44%

28%

15%

7% 6%

Ji Lin

26%

73%

1%

Si Chuan

14%

71%

11%1% 3%

Jiang Su

79%

20%1%

Water Resource in Gan Su

•Gan Su

•Shan xi

•Si Chuan

•Ji Lin

•Jiang Su

•He Bei

•Bei Jing

•Hu Nan

Consumer Immersion Location

Water is a big constraint in Gan Su area, with water majorly sourced from spring water, well water

Jin Ya Village

Way to village

Planting vegetable for major income Typical Yard

Brief introduction on Jin Ya town

•Jin Ya Town is 60Km away from Lan zhou City

• With 1000 households, 3600 Population, 1860 people work on

farming

•4 factories in the town, 300 People work in factories

•1 open market, opens every 3 days

Getting to know your community

Getting to know you & your family

Ms Liang, 34 yrs, with 12 yrs old son, farming with husband to raise family, with dream to rebuild the house

Ms Zhang, 34 yrs, living on farming very proud of her husband and her elder daughter who got scholarship in middle school in Lanzhou city

Ms yang, living in big family ( 6people) , used to work as part time in plastic factory, now work on farming with husband and do wholesales on vegetable at harvest time

Ms Ma, 30yrs, with 8 yrs daughter, used to work outside in Guangzhou factory with husband, come back to farm vegetable because her daughter’s education. Her long term dream is on her daughter ( daughter goes to university and she can fulfill her daughter's needs ), and expects less farm work

Ms Huo, 32Yrs, with 9yrs son, farming with husband to raise family, with dream to build a brick house

Life is not easy, but it’s happy life, and our further will be much better when children go to university. Children will have better Life than me.

Home tour

Big Yard with 5 rooms For transport farming tools Tap water (3.5RMB/t )

Consumer’s room Living room with coal heating system Bedroom Northern China brick heating bed

Kitchen room with both gas stove and induction cooker storage room with wheat, washing machine & old TV Toilet

Cistern water (rain)

A day in your life …..

Get up at 6am to

clean up the yard

Send Child to

school at 7am

Go to plant

vegetable at

7:30am

Cook for family at

12pm

Go to open market

shop every 3 other

days

Go to do part time

work in plastic factory

or enjoy leisure time

Sharing a meal

Have Lunch with

consumers

Read magazines with

her

Go to the filed for fresh

vegetables

Learn to identify the

rice

Cook spicy dish

Make friends with pigs

What do you do for fun?

Group Dancing competition

All about with friends

Neighborhood support on each other during harvest

Open Market shopping or Public bath together

Let’s meet the experts you trust? Cosmetic

Store Hair Salon

•Lots of Cosmetic stores along the markets with overwhelming varieties of

Products available

•Store owner is the key influencer on purchase

Consumers buy different products at preferred stores due to value equation

Let’s shop together ….

Road “Dentist”

2RMB “Safeguard” Local brand Toiletries Pigs for 1 year meat supply

Famous Lan zhou “noodle bar “ Bars Fresh vegetable

Food Supplies Daily consumptions

Stimuli & Feedback

Be ready for surprises!

Shuttle Bus broken in the rain

Journalist Interview

Policemen’s questioning

Recap:

BOP Qualitatives Key Principles

1. Landscape understanding

2. Establish relationship & trust

3. Immerse in all aspects of their life

4. Have lots of stimuli

5. Be agile & flexible

Thank You! Q&A

Platinum Sponsor

Association Partners

Media Sponsors

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore