theasianparent insights family friendly car presentation (nov 2014)
TRANSCRIPT
Hi! I am Roshni!CEO and Founder of Tickled Media
Roshni Mahtani is the CEO and Founder of Tickled Media, the publisher of theAsianparent.com. She has over 10 years of media and marketing experience across the US and Asia Pacific.
As an entrepreneur based in Singapore, Roshni is also actively involved in the start-up community. In 2012, she founded the Female Founders Network, a group of over 500 female founders. She also sits on the board of TIE. Singapore and is a mentor at JFDI where she works with early stage start-ups
theAsianparent Insights wanted to find out what were the main concerns and decisionmaking factors of parents when it came to purchasing cars
TAP collected quantitative data from 200 parents
Cars happen to be the most convenient mode of transport
HOWEVER
30%of parents don’t believe their
car is family friendly
1) Space in car (more seats, more legroom)
2)Trunk space
3)DVD/TV/ Entertainment system
4) Sliding doors
5) Child lock
Top 5 family friendly car features
1. Price
2. Safety
3. Fuel economy
4. Family friendly
5. Brand
1. Price
2. Safety
3. Family Friendly
4. Fuel Economy
5. Brand
Those who consider their car to be Family Friendly
Those who don’t consider their car to be Family Friendly
What do parents primarily use the car for?
53% drive to work
30% pick up and drop
their kids to school
7% to run errands
HYUNDAI CASE STUDY
http://www.youtube.com/watch?v=zRqGW2UyJxk
1) Caters more to men than women
2) Focus was on engine power and car parts
3) No mention of family friendly features even though man was with his child
What went wrong in this commercial?
Panelist
Dana Cohen
Age: 38 years old Children: 1 girl aged 4 & 1 boy aged 9Profession : HR & Operations manager
Regina Lim
Age: 31 years old Children: 2 girls aged 2years & 2 months Profession: Assisting in husbands business