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Page 1: TNS Seminar Mar22, 2012

© TNS 2011

Activation Day

© TNS 2011

Page 2: TNS Seminar Mar22, 2012

© TNS 2011

Activation Day

© TNS 2011

AGENDA FOR GROWTH

2011 review and 2012 outlook - analyzing growth strategies Ralf Matthaes

Building brands for the online consumer Glyn Evans

Magnifying growth via Qualitative insights into consumer Alison Dexter & Bach Ngoc Hieu An

Managing growth during recessionary times Petra Alincova & Shirley Raman

Popcorn break – 3:00pm – 3:20pm

Brand Management in Changing Times Ashish Kanchan & Henry Heywood

Vietnam’s emerging sectors Matt Erickson & Nguyen Pham Phuc Ho

Harnessing the Youth market David Watts & Nguyen Thi Phuong Linh

Vietnam Advertising Industry expert Panel Discussion Ogilvy Digital - Alfred Leitao / JWT - Saby Mishra / Lowe – Michel Borelli / Y&R - Matt Collier

Page 3: TNS Seminar Mar22, 2012

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Which brands are represented today?

3

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Which brands are represented today?

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2011 growth review - 2012 growth strategies

5

Ralf Matthaes

Regional Managing Director

Page 6: TNS Seminar Mar22, 2012

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TNS Signature

6

2010 2010 vsvs 2011 year in Review2011 year in Review

GDP

Inflation

Trade deficit

Exports

Imports

FDI

Retail spend*

Ad spend

FMCG Value

FMCG Volume

Tourism

Consumer confidence

Source: GSO / TNS / Kantar Media* VN Retail Association – not sure if accurate

Measure

6.78%

11.75%

US$12.4 B

US$71.6B

US$84.0B

US$18.6 B

US$78.0 B

US$726 M

21%growth

9%

5.0 M

78 index

2010

5.89%

18.13%

US$9.6 B

US$96.4 B

US$105.8 B

US$10.9 B

US$95.0B

US$760 M

16%growth

1.4%

6.0 M

83 index

2011 Ralf

6.0%

10%

US$12-14 B

US$95 B

US$115 B

US$14B

US$?B

US$800 M

14%growth

0%

6.5 M

75 index

2012 est.

2010 VS 2011 year in Review

Page 7: TNS Seminar Mar22, 2012

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Activation Day

Will you spend More – Less – Same in 2012

Source: TNS VietCycle 2011 – Urban only

Only 6% note spending more in 2012 than in 2011.

The poor will spend more, as inflation rips into their wallets

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Education

Health care products / services

Food & beverages products

Household utilities

House hold care products

Personal care products

Transportation

Communications

Entertainment & dining out

Personal equipment

Home appliances

On What will you spend More-Same-Less than 2011

Top 3 growth sectors have remained the same for 3 years

Source: TNS VietCycle 2011 – Hanoi / HCMC

Page 9: TNS Seminar Mar22, 2012

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% of population having bought luxury items

PAST 12 months

14

*Luxury item here is defined as valued over VND 10,000,000

2011

10

Source: TNS VietCycle 2011 – Urban only

Slow growth indicates luxury is still out of reach for most consumers

2008

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2011 Summary

2011 saw a slowing down of over all purchasing

Ad spend up only 3%

FMCG volume sales only up 1.4%

Luxury goods sales only 4% up over 3 years

A reduction in spend across many sectors

94% will spend the same or less than in 2011

Inflation still at 16% in 2012

Thus, the key to 2012 Brand success in Vietnam & its biggest challenge will be delivering growth

Page 11: TNS Seminar Mar22, 2012

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Paths to growth in economic

down turn

An analysis of 4 paths to growth

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The four paths to growth

12

1. Loyalty and new spend

2. New customers

3. New products and services 4. New Markets

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13

TNS Growth Map

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1. Loyalty and new spend

14

Building on the relationship that the you

have with existing customers.

Driving increased involvement and spend

from them and making them greater

advocates of the brand

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Competition is greater than ever before, the consumer is more

informed and has more choices of what and where to buy

15

Downwards pressure on price down-trading and cutting back (recession)

Increased competition increase the chance of losing buyers

Today in Vietnam

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Retaining existing customers and / or capturing current customers’ spend with competitors

Increasing frequency

Up-selling

Cross-selling

New usage occasions

Price increases

A brand can grow by increasing the amount existing customers

spend on existing brands

16

How do we grow?

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Case study of new occasions At the heart of everyday life: Increasing consumption frequency by targeting new occasions

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The Result

For the first time, Britain’s

supermarkets gave Walkers

shelf-space next to sandwiches

– increasing sales by 15.6m

packets of crisps

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2. New customers Loyalty and new spend

19

TNS Signature

Improving penetration within an established

market by driving competitive advantage

Targeting new customers through brand

positioning, pricing changes, better

exploitation of retail channels

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Brand growth by attracting new customers to the existing

range

Switching from

competitors

Attracting more buyers

than you lose

Non-category users

Advocacy:

recommendations from

your current buyers

20

How do we grow?

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Extreme makeover: Attracting new customers to drive growth via

repositioning and creating appeal to new customers

21

A Case study of new positioning

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US: In the past 18 months, Old Spice

has become the nation's leading

deodorant for men, with 20% of the

$1 billion market

The Result

Positional change Old - Old Spice

Manly, “sex on the beach” New - Old Spice

Friendship & trust – go anywhere

Page 23: TNS Seminar Mar22, 2012

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3. New products and services

23

Discovering and creating opportunities for growth that go beyond the current mix

Launching product and service innovations, line extensions….

thus extending spend within the existing franchise

and

attracting new customers to the extendedportfolio

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Developing new products and services gives new

and existing buyers more reasons to buy by expanding

the range

Line extensions

New formats

New sub-brands

Within the same

broad category

24

How do we grow?

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The Result

UK growth in excess of

10% after 6 months

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4. New markets

27

Driving growth through diversification

Moving into new geographies, entering new

verticals or categories

Often high risk and high opportunity, these

strategies require substantial investment

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Clients may consider diversifying and enter new markets to

compete in completely new spaces

28

New geographies

New vertical markets

How do we grow?

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Case study of new markets

TNS opens up office in Phnom Penh, Q.2 2012,

solidifying our Indochina presence.

Going where our clients need us.

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Brands have to continually re-win customers and

spend–growth initiatives are required to maintain

current market share

Directly linked to the duration of the purchase cycle

30

Growth strategy considerations

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31 31

Some categories are

growing or declining

faster than others

Consideration 1

When reviewing growth options, understanding the

market and client context is essential

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When reviewing growth options, understanding the

market and client context is essential

32

Market share varies and

has an impact on growth

options

Today’s business

Consideration 2

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The paths to growth are not independent

33

1. Activities to drive higher spend may also attract new customers

2. Activities to attract new customers will also impact on current

customer behaviour

3. New product & service launches will impact on the existing

business

4. New market growth will be independent of the base business

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Growth Summary

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Growth insights

Price increases will not spur growth in 2012, due to lack of consumer confidence

Driving loyalty & new spend via discounts / volume added will help

Acquiring new customers via distribution expansion, superior positioning & new occasions is key

New Product & service innovation keeps your brands relevant and peak consumer trial

Plans for growth

Ensure you understand consumer price thresholds & what they can bear to pay Become closer to your consumers and provide them with what they love about your brands and even more Determine occasions use, and competitor gaps in the market and fill the gap Vietnamese consumer are all about the “NEW”. Reverse engineer your brands to meet consumer desire - Pull

Page 35: TNS Seminar Mar22, 2012

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Let TNS help your business grow

35

Page 36: TNS Seminar Mar22, 2012

Building brands for the

consumer

Glyn Evans

Research Director

Page 37: TNS Seminar Mar22, 2012

Digital is firmly on the agenda of

the world’s Chief Marketing

Officers

37

Top Transformation Projects in the Office of the CMO:

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And, consumers are getting

louder; 4 million times

louder than in 2007

Tweets per day in 2007 : 5,000 Tweets per day in 2009: 2,500,000 Tweets per day as of June 2011: 200,000,000

Page 39: TNS Seminar Mar22, 2012

Digital media environments are

interactive, marketers need advocacy to

reach critical mass to drive successful

campaigns

39

Campaigns that successfully ‘go-viral’, driven by consumer advocacy

Most digital marketing campaigns fail to impress

Impact

Campaigns

Page 40: TNS Seminar Mar22, 2012

The path to purchase used to be

simple

Page 41: TNS Seminar Mar22, 2012

Until along came the internet

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Digital media is the second

largest media behind television

67

83

9

28 30

11

Internet for leisure TV Radio Internet for work Newspapers Magazines

Page 43: TNS Seminar Mar22, 2012

67%

12%

13%

80%

Internet

Penetration 30% 32% 8%

68%

33%

47%

81%

Go online daily

Are brand fans on SN

Write about brands online

Research brands online

% of internet users

that:

% of internet users

that:

% of internet users

that:

Vietnam’s consumers generally go online

frequently and research brands regularly

Global Vietnam India

8.8%

2.0%

10.7%

12.3%

Page 44: TNS Seminar Mar22, 2012

Driving Growth Online

67% of Vietnam’s online users

access the Internet every single

day; 31% have accessed via

mobile in the last month

Once online, the digital

population of Vietnam are very

engaged. Having a digital

strategy prepared to capture

consumers as they adopt is the

key to capitalize on this; a

mobile component is a critical

aspect of this strategy

Page 45: TNS Seminar Mar22, 2012

The developing digital markets

have lower numbers talking

about brands online

% writing about brands

Page 46: TNS Seminar Mar22, 2012

Yet they are as likely to read

comments; brand conversations have

massive reach in these markets

46

% reading about brands

Page 47: TNS Seminar Mar22, 2012

With a large audience, and fewer

competing conversations, those who do

write wield incredible influence

% reading about brands – Vietnam

% writing about brands – Vietnam

% writing (number of potential

advocates)

% reading (size of

audience, size of influence)

Page 48: TNS Seminar Mar22, 2012

Online reviews can influence brands

in the opinion of online writers and

more than half of them expect

companies to contact them

thereafter

% Agree

(%)

Page 49: TNS Seminar Mar22, 2012

Activate Your Brand Online

56% of online writers in Vietnam

talk about their brand

experience and another 63%

seek advice on brand usage

and other related aspects

Ensure ample content is

available on brand networks on

product usage, benefits and

other related information

commonly asked by consumers

– regularly update this and

engage members of the brand

community

Page 50: TNS Seminar Mar22, 2012

Dealing with the negatives

42% online readers in Vietnam

on average feel even a single

negative review can impact on a

consumer’s purchase decision

Advocacy is very important and

can have a significant role in

the purchase decision. Be

aware of what is being said

about your brand (but

remember not to intrude too

strongly)

Page 51: TNS Seminar Mar22, 2012

As the value of purchases increases,

the amount of research both off and

particularly online also increases

25 27 31 18

28

53

68 55 55

89 91 94

86 87

98 100 99 99

Cleaningproducts

Food Personal hygiene Alcohol Pres. Medicine Credit cards New Car TV Travel

% researching online

% researching at all

Page 52: TNS Seminar Mar22, 2012

The Path to Purchase

Consumers use multiple touch

points throughout the journey

to purchase, with offline

touchpoints the more heavily

used

Brands must also use multiple

touchpoints, and prioritise

offline whilst learning to

integrate with online channels.

Utilise bought media to

increase awareness and owned

and earned sources that are

used to drive purchase

decisions

Page 53: TNS Seminar Mar22, 2012

Mobile Internet has huge potential in

Vietnam, improvements in connectivity

through 3G rollout along with data

affordability will drive this growth

15 64

“I would be happy doing all my Internet surfing via my mobile”

“I would like to access the Internet more on my mobile phone, if it were more convenient, or had higher speed or connectivity”

(%) Agree (%) Disagree

17 55

Page 54: TNS Seminar Mar22, 2012

Prepare for Mobile Online

8% of mobile users research

products online daily via pre-

purchase sites, compared with

13% of PC users

The increasing adoption of

mobile devices is likely to drive

the uptake of e-commerce

services – prepare now for a

cross-platform friendly

interface to engage consumers

Page 55: TNS Seminar Mar22, 2012

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Growth Summary

55

Growth insights

Brand as subject matter is alive and

well, but brand voices lack trust

Touchpoints along the path to purchase are varied and fragmented

Content is the currency of community, shaped and consumed by the masses

Plans for growth

- Add value by facilitating content

- Add value by providing services to

consumers beyond the core product

- Build connections earlier in the customer

journey to minimise

the impact of negative buzz

- Understand the nuances of your

geography and category to

optimise the mix at each stage

- Understand attitudes and motivations

- Within the “new noise”, quality, rather than

share, of voice counts

Page 56: TNS Seminar Mar22, 2012

Deep dive in to the impact on

consumer mindsets and behaviors

of changing economic times

Alison Dexter - Executive Director

Bach Ngoc Hieu An – Senior Research Manager

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Qualitative insight & implications ranging across different consumer groups, categories and locations

What we did

• Review of global trends

• 16 deep dive interviews

• 4 age bands/lifestages

• Mixed occupations

• Mixed SEC

• Mixed genders

• Full category coverage

• HCMC, Hanoi

• Review of other current

and relevant research

conducted in other

locations

Page 58: TNS Seminar Mar22, 2012

In-home Visits

Age Gender HCMC Hanoi

18-22 y.o.

University students

Male 1 1

Female 1 1

23-30 y.o.

Single and married (with

and w/o kids)

Male (working) 1 1

Female 1 (working) 1 (non-working)

31-40 y.o.

Married with kids

Male (working) 1 1

Female 1 (non-working) 1 (working)

41-50 y.o.

Married with kids

Male (working) 1 1

Female 1 (working) 1 (non-working)

Sub-total 8 8

TOTAL 16 IDIs

Who we talked to

• Six of our moderators spoke to:

Page 59: TNS Seminar Mar22, 2012

What we talked about

Their personal

context

Understanding them, in their families, lifestyle

Current frame of mind, attitudes, life values,

hopes/dreams/goals, their definition of success

The VN macro context

through their eyes

What they see as the big picture; impacting factors for

Vietnam; terms used/knowledge/understanding

Positive & negative views; drivers of such; personal

connections

Impacts to them

Managing their day-to-day economy; strategies/tactics,

beliefs, influences

Their purchasing wishlist and views on 11 categories

(from education to groceries to entertainment & dining

out)

Their response to

global trends

12 global trends

Same same or different for you/in Vietnam? How so?

Page 60: TNS Seminar Mar22, 2012

Personal contexts

Frame of mind,

attitudes, life values

• Older & lower SEC,

= more fatalistic

• Younger and higher

SEC more optimistic

and anything's

possible

• Family care and

responsibility very

strong

• Competence &

thriftiness crucial

Hopes, dreams and

goals

• Healthy family

• Happy family

• Wealthy family

• Career/business

succcess

• Wheels

• Property

• Travel

• Forever beautiful

Understanding them

• SEC has a huge

impact

• Life of a first jobber,

pre marriage/family

is a time of freedom;

even moreso for

men. Yet, also a time

of relative freedom

& opportunity for

women

• Marriage and family

= responsibility time

Notions of success

• Stable life

• Economic freedom

• Position < career/

business

achievement for

males; family

harmony for females

• Relationships

• Knowledge

• Confidence

Page 61: TNS Seminar Mar22, 2012

Their views on the macro

context

SEC; education, lifestage impacting views & involvement

Vietnam is developing

Standard of living is increasing

Yet some good things, some bad things

‘General management’ is shaky; inflation; transportation;

interest rates; investment management; transparency

Day to day- price increases, food hygiene, pollution

Some industries better now- tea, coffee, banking

Not enough progress- too much manual/outmoded ways of

doing things; too much inefficiency- eg. Infrastructure- roads

half done/redone

Direct and indirect personal impacts are felt

Page 62: TNS Seminar Mar22, 2012

Impacts

SEC differences are stark- A, B: relatively safe & stable in the

“storm”, yet conscious of what’s happening around/ to poorer

people

D-E are doing it tough; it’s really tough in E- managing a family

on 3 million VND a month is about daily survival; sometimes

quite desperate, mentally & physically, for all members of the

family

“too much stress,

the worry always

sticks in my mind,

we don’t even

have time to feel

happy or

relaxed…”

“I don’t feel much

different. I don’t

feel the impact of

economic crisis

on me” vs

Page 63: TNS Seminar Mar22, 2012

Education

Health care products / services

Food & beverages products

Household utilities

House hold care products

Personal care products

Transportation

Communications

Entertainment & dining out

Personal equipment

Home appliances

The 11 cats Key to the

future, a priority

An area of fear for

SEC; unchanged

higher

High

impact!

Lower

SEC

esp

Trading

down/less

<SEC

Mostly

same

Lower

SEC esp Lower

SEC esp Big dif

here

Big dif

here

Delete

vs Elite

Page 64: TNS Seminar Mar22, 2012

Response to Global

Recession Trends

Page 65: TNS Seminar Mar22, 2012

Recession?

I’m over it!

Recessionary

living

adjustments

Simple

pleasures

Energy

efficiency

The small

movement

Career

reinvention

and extension

A little touch of

luxury

Distraction as

entertainment

Authenticity

matters

Redistribution

of power

The collective

consciousness

The mobile

device as the

everything hub

The 12 global trends

Page 66: TNS Seminar Mar22, 2012

1. RECESSIONARY LIVING

The threat of a global recession has triggered people to make

adjustments to their standard of living, eg.

- cutting back on spending,

- trading down,

- choosing quality over quantity,

- and rely on their own resources more, eg. the

uptake of DIY (do-it-yourself) activity

• Yes, cutting back on

some things

• The lower the SEC,

the bigger the impact

• Sometimes trading

down, but

sometimes not

• Yes, quality over

quantity mostly (esp.

as a mindset)

• Not necessarily DIY-

“outsource/exchange

to keep own

spending ability up-

time is money!”

Page 67: TNS Seminar Mar22, 2012

2. Recession? I‘m Over It!

Global recession trends show that consumers get sick of being in a

recession and reward themselves by ‘trading up’ on items that play an important role in their daily lives,

such as PC/laptops, electronics, and food.

An extended downturn can actually boost sales of high-quality daily

necessities…

Not really; pragmatism

is key, but hey, if you

want it and can afford it,

go for it!

Page 68: TNS Seminar Mar22, 2012

3. SIMPLE PLEASURES

The reality or the risk of money running short is a major incentive for consumers to find new ways of enjoying what they have and what they can truly afford. Rather than

splurging on extravagant treats, consumers will look to simple pleasures as a more suitable and satisfying way to feel

good.

(Example: finding pleasure in simple things like a nice cup of coffee)

• Not if you are rich,

indeed you are

spending more on

showing your

position, eg. Travel,

expensive wedding

celebrations

• Yes for others- a trip

to the movies =

swapped for going

out for a coffee or

maybe you’ve cut

back on karaoke and

boozing and

swapped it for more

nights in, reading,

surfing online more

• Hard times bring

people together

Page 69: TNS Seminar Mar22, 2012

4. ENERGY EFFICIENCY

Energy-efficient technologies become more important in everthing from, washing

machines and fridges with an ‘economy‘ cycle/setting to vehicles which are either

conservative on fuel consumption or driven by alternative energy

sources (eg. electricity) to building more energy efficient homes to simply being more

conscious about energy use in general

• Yes! Spending on

energy is impacting

people directly

• And energy-saving

features can be

found, and are

appreciated, on

everything from

aircon to motorbikes

Page 70: TNS Seminar Mar22, 2012

5. THE SMALL MOVEMENT

Everything is getting

smaller, from stores to

cars, from mobile

technology to packaged

goods.

Smaller cash outlays are

easier to manage.

Yes and no

Page 71: TNS Seminar Mar22, 2012

6. THE MOBILE DEVICE AS THE

EVERYTHING HUB

As the availability of wireless broadband expands and the

cost of advanced mobile phones drop, the mobile device will become the preferred hub for digital

activity. (Example: mobile devices as the first PC for some youth)

Absolutely!

Page 72: TNS Seminar Mar22, 2012

7. CAREER REINVENTION AND

EXTENSION

More people will find themselves facing a career break (eg. being laid off), and many will question whether they want to return to the same line of work - either because it wasn’t

fulfilling in the first place or because more lucrative opportunities now lie

elsewhere.

Others will postpone retirement as they see their savings shrink and will formulate new ideas for late-

stage careers.

People in search of

the lucrative, yet be

safe in your space!

Yes, need to think

about income later in

life

Page 73: TNS Seminar Mar22, 2012

8. A little touch of luxury

Consumers are treating themselves to daily luxuries and

replacing bigger luxury items (eg. Overseas holiday) with something

with a small-scale budget. Cosmetics companies are

faciltitaing the trend by handing out premium samples nowadays.

Beauty and wellness categories are ripe for premiumization.

Always there for

the rich and not

for the poor

Page 74: TNS Seminar Mar22, 2012

9. DISTRACTION AS ENTERTAINMENT

Understanding that people do more than one thing at a time, content creators are turning

what could be a negative (distraction) into a positive (immersive) experience. By

layering a multitude of media into entertainment, they are

creating content designed for simultaneous consumption

and engagement.

Yes, it’s the new

trend!

Jump on board!

Page 75: TNS Seminar Mar22, 2012

10. AUTHENTICITY MATTERS

Authenticity will become paramount for brands as they look to regain

credibility and trust. In the wake of a financial crisis that has seen

established institutions topple overnight and many others teeter on

the brink, consumers have lost a great deal of faith in brands; they

are searching for truths and clamouring for transparency.

(Example: Barack Obama’s authentic credibility connected with

voters in the U.S. presidential election.)

Yes!

“I need to know the

companies where

the products or

services are from

so I have

confidence to use

them”

Page 76: TNS Seminar Mar22, 2012

11. REDISTRIBUTION OF POWER

The coming years will see a

widespread redistribution of power in

almost every major sphere:

economic, social and political.

(Example: the growing power of the

BRIC (Brazil, Russia, India, China)

markets)

• Some see US as still

powerful,

• Others see countries

like US and Japan

sliding down

• China at the fore

• Benefit for Vietnam-

in the right zone and

coming up fast

behind

Page 77: TNS Seminar Mar22, 2012

12. THE COLLECTIVE CONSCIOUSNESS

With the increasing popularity of the internet and a new global mindset, people are thinking less about “me” and more about what “we” can do—

collectively—to address the challenges of modern society.

Real value comes from the relationships in our lives and how we

interact with the world around us.

How can we use our money to make things better, not only for ourselves,

but also for our country and the world around us?

• Polarized responses

• “No, people in

Vietnam only mind

their own business”

• Vs charity and

sharing strongly

valued

Page 78: TNS Seminar Mar22, 2012

© TNS 2011

Activation Day

Growth Summary

78

Growth insights Plans for growth

- Not one for all! Huge SEC

differences impacting

- Competence & thriftiness

even more crucial

- Beware of professional

promotion hunters!!

- Still chances for huge

growth, esp. in some

cat.s, eg. technology

- Targeting and portfolio

management even more

critical

- Dial up your value

alongside your trust and

authenticity; help people to

make smart, safe choices

- Managing the role of

promotions key

- Stay ahead of the trends

Page 79: TNS Seminar Mar22, 2012

we wish you well on your path to success……

We invite you

to: - Contact us to

come and give

you more of

this..

- To introduce

our team to

you..

- alison.dexter@

tnsglobal.com

- hieuan.bach@

tnsglobal.com

tnsglobal.

com

Page 80: TNS Seminar Mar22, 2012

Every Cloud has a Silver Lining

Managing Growth During Recessionary Times

Shirley Raman – Associate Vice President

Petra Alincova – Research Manager

Page 81: TNS Seminar Mar22, 2012

It is a difficult time

Page 82: TNS Seminar Mar22, 2012

Vietnam less optimistic than the rest of the

region

0

20

40

60

80

100

120

Vietnam

AC Neilson Survey

Consumer Confidence Index

Page 83: TNS Seminar Mar22, 2012
Page 84: TNS Seminar Mar22, 2012

Those who succeeded in the last recession

Stuck to their brand values

Continued investment into R&D, Advertising which

enabled speedier recoveries

Focused on product rather than corporate image

Trimmed the portfolio, to deepen their focus

Page 85: TNS Seminar Mar22, 2012

How some brands are doing it

Add purpose & meaning into buying

Simplicity- Less is More

Engaging Differently

Page 86: TNS Seminar Mar22, 2012

But all of them stay true to their

positioning promise.

It is a time to reinforce and strengthen

emotive connection, provide certainty

and anchors, rather than add to the

panic and uncertainty

Page 87: TNS Seminar Mar22, 2012

Add Purpose, Meaning into Buying

Consumers in recession

exhibit heightened

sensitivity to those in need

Buying into propositions

with meaning adds purpose,

a feeling of virtuousness.

Page 88: TNS Seminar Mar22, 2012

Brands as Responsible Institutions

Brands as beacons of trust, transparent and

engaged “pillars of the earth” to replace

outdated, untrustworthy institutions in a post-

recessionary “new world”

Chrysler /Fiat campaign focus on

rebuilding country in times of adversity

http://www.youtube.com/watch?v=TqI_nxwyZa8

Page 89: TNS Seminar Mar22, 2012

Simplicity - Less is More

Packaging to engage, entertain, reassure long after the purchase

Page 90: TNS Seminar Mar22, 2012

New rules of Engagement

Clinique leverage the fact that recession

consumers talk more to retail and sales

personnel on the phone and shop floors

Persuasive brand demos and scripts

that help sales staff verbalize effectively

Page 91: TNS Seminar Mar22, 2012

• Nowhere in marketing do emotions run hotter during today’s slowly fading Great Recession than when it comes to the role of VALUE being highlighted in advertising

• The uncertainty and anxiety evoke a range of emotive responses

• From a marketing perspective, the challenge is to understand how different consumers will express themselves in the current climate.

• And how brands can best react to those keeping the brand codes intact

Using Emotion to Voice Value

Page 92: TNS Seminar Mar22, 2012

Different responses to the Current

Economic Situation

A CHALLENGE TO CONFRONT

There IS a solution Opportunities that buck

the trend Won’t buy the media hype

A TEST - ONLY THE FITTEST WILL SURVIVE

See themselves as a solution Will be where the smart money is

A TIME TO REASSERT CONTROL

Complexity- seek Information Want to act responsibly

Will be better prepared next time

A THREAT Feel powerless with few choices

Look to others for a solution Afraid to spend

A NATURAL ORDER OF THINGS Will pass. Deal with human

implications Everyone in together. Embrace

practical solutions

ESCAPE May not acknowledge

Need to feel there is hope May even splurge

Make changes that don’t hurt much

Page 93: TNS Seminar Mar22, 2012

How Brands can respond

SHOW FIGHTING SPIRIT

Do things differently

Offer opportunities

Empower, rather than about missing

out

Reward for effort, you deserve it

Brands superiority, enduring quality

Rather than being the best

INFORMATION AND

JUSTIFICATION

Reassure about sensible

choices

REASSURE & SOOTHE

Brand stories about

provenance & endurance

Long term view

Recognize smallest barriers

will obstruct

BRAND AS PART OF THE

COMMUNITY

Use of local talent

Remain down to earth

Be more human than usual

SHOW CUP HALF FULL

Provide opportunities for small

indulgences

But ensure that escapism is

grounded in realty

Page 94: TNS Seminar Mar22, 2012

The FIGHTER

It communicated by telling how

jetting on jet blue is a lot like a

private jet with a few basic

differences

In a cheeky, irreverent tone, making

fun of the CEO’s expensive habits

http://www.youtube.com/watch?v=OmDiDJ7QrdU&feature=player_embedded

Page 95: TNS Seminar Mar22, 2012

The Survivor

A brand that made no compromises

Talks enduring quality while maintaining its

status equity

Makes it easier for people to rationalize

premium purchases as a reward

http://www.youtube.com/watch?v=BdNoqqHju0U

Page 96: TNS Seminar Mar22, 2012

The Analyst

Its Radio ads tout company’s financial solvency,

stability and strength.

Conveys value through the wisdom of conservative

investment strategy, recent upgrade in financial-

strength ratings

Page 97: TNS Seminar Mar22, 2012

The Fearful

http://www.youtube.com/watch?v=6HNKqffU3Cc

A brand that made no compromises

Talks enduring quality while maintaining

its status equity

Makes it easier for people to rationalize

premium purchases as a reward

Page 98: TNS Seminar Mar22, 2012

The Optimist

http://www.youtube.com/watch?v=kOvv2VKFuMY&feature=player_embedded

Havaianas, a Brazilian flip flop maker connects

through a ‘don’t worry be happy’ approach

Kept it upbeat and positive, while generating

buzz

Offered a positive experience, a permission to

indulge

Page 99: TNS Seminar Mar22, 2012

The Optimist

Target Store offers invites consumers to

enjoy their recession lifestyle

compromises to the hilt

Provides light relief, keeps it positive

Reinforces value through cheap chic and

‘more for less’ image

http://www.youtube.com/watch?v=GPEyrCvNXFs&feature=player_embedded

Page 100: TNS Seminar Mar22, 2012

© TNS 2011

Activation Day

Growth Summary

100

Growth insights

Plans for growth

Use the brand to connect with

Emotion. The message should be

about hope, peace and a better

future

Or it can be about adding cheer to

the now through delight. Surprise or

easy guiltless pleasure

Find a ‘value’ pathway that reflects

brand’s core values

Stay true to your positioning –

reinforce. Certainty during uncertain

times gives consumers an anchor

Recession can be glass half full

A time to engage the consumer when

they are re-evaluating / listening

‘Brand’ even more important

Acknowledging times are bad is

necessary

As consumers re-evaluate, so must

you

Page 101: TNS Seminar Mar22, 2012

101

Coffee break

Page 102: TNS Seminar Mar22, 2012

Brand management in changing times

Henry Heywood – Research Director

Page 103: TNS Seminar Mar22, 2012

It’s time to bring back the love!

Page 104: TNS Seminar Mar22, 2012

You Love your iPhone. Literally.

Page 105: TNS Seminar Mar22, 2012

How branding works

When blinded Pepsi wins

When branded Coke wins …because the brand genuinely

increases people’s preference for Coke

(An example from the US)

Page 106: TNS Seminar Mar22, 2012

Neuroscience showed that the neural preference did correspond

to the brand chosen blind

Survival behaviours

Abstract brain

Emotional brain

Reward Centre

Page 107: TNS Seminar Mar22, 2012

When told the brand name, the brain genuinely prefers the brand

with which it has an emotional attachment

Storing emotional memories

Biasing choice

towards emotional memories

Page 108: TNS Seminar Mar22, 2012

Neuroscience showed brand

impact on preference is

genuine

Page 109: TNS Seminar Mar22, 2012

Back to Lindstrom again…looking at the similarities between

strong brands and great religion

“We found that the brain

activity was uncannily

similar when viewing both

types of imagery”

Page 110: TNS Seminar Mar22, 2012

© TNS 2011

Activation Day

Ever noticed the similarities between the

devoted…?

110

I will give part of my income to this religion

I will go out of my way or face hardship to worship this religion

I am not interested in other religion’s messages and beliefs

I don’t need much persuading to keep practicing this religion

I talk to others about this religion, to convert them

I will pay more for this brand

I will go out of my way to find this brand

I ignore competitor brands’ discounts or promotions

I don’t need much persuading to spend more with the brand

I talk to others about this brand, I recommend it to them

Page 111: TNS Seminar Mar22, 2012

The World’s Leading Measure of Commitment

Over 11,000 studies

Global, all sectors

+

=

Page 112: TNS Seminar Mar22, 2012

Commitment measures the strength of relationships

You can’t tell what your customers are feeling by looking at what they

are doing…

…and you can’t be sure you’ll keep them,

unless the relationship is good

The relationship acts as an early warning sign of what people might do

in the future based on how they feel

Page 113: TNS Seminar Mar22, 2012

More than 80% of the world’s most valuable brands have

used Brand Commitment to understand their consumers

better

Page 114: TNS Seminar Mar22, 2012

7 habits of highly effective brands

Page 115: TNS Seminar Mar22, 2012

1. The Hook

Get an introduction

Be remarkable

Page 116: TNS Seminar Mar22, 2012
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Page 118: TNS Seminar Mar22, 2012

1. The Hook

Be a no-brainer - leverage peer pressure

Not many people would turn down the obvious choice

Safe choices are good choices

..or “if everyone else is using it, then surely it is the right choice?”

Page 119: TNS Seminar Mar22, 2012

There’s an app for that!

Page 120: TNS Seminar Mar22, 2012

2. Show Interest and Understanding

Show interest in, or understanding of, customer’s

situation and needs

People respond well to

others’ interest in them

Demonstrate that it

makes sense to be together

Make me feel (& believe)

that it's destined to be!

Page 121: TNS Seminar Mar22, 2012
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3. Deliver the Goods

There's no better way to create a strong

relationship than delivering on every

need, whether real or perceived

Needs may be functional/physical or emotional

If I talk just enough, say the right things,

anticipate all the right moves and the right

timing, and know what you want, even before

you do, you will have no choice but to ‘love’

me

Page 124: TNS Seminar Mar22, 2012
Page 125: TNS Seminar Mar22, 2012

4. Make It Matter

If you want to build a strong relationship, make

them care

Page 126: TNS Seminar Mar22, 2012
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4. Make It Matter

A word of warning:

just making someone care

doesn't ensure that they will choose

you to have the relationship with!

Page 128: TNS Seminar Mar22, 2012

5. Commit

You reap what you sow

If you show willingness to commit, you're more likely

to get commitment in return

Value can be used to illustrate seriousness

Page 129: TNS Seminar Mar22, 2012
Page 130: TNS Seminar Mar22, 2012

6. Keep It Up – Make sure the Love

doesn’t die!

Once you've delivered, and committed,

you've got to keep it up,

or the relationship weakens

Keep it fresh and exciting

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7. Reminders

Don't let them forget why the relationship was

built in the first place

Impress the customer’s network, so that the

network also helps remind

Everyone wants to feel good

Page 135: TNS Seminar Mar22, 2012
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© TNS 2011

Activation Day

Growth Summary

136

Growth insights

Branding works…because of

deep-held emotional connections

that trigger reactions in the brain

Effective brands which build

commitment demonstrate seven

consistent habits

Plans for growth

Define a hook

Show interest

Deliver!

Make it matter

Commit

Keep it up

Reminders

Page 137: TNS Seminar Mar22, 2012

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Vietnam’s emerging sectors

Healthcare & Education

Phuc Ho & Matthew Erickson

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138

Healthcare

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Spending on healthcare is miniscule in comparison to overall spending.

MONTHLY HOUSEHOLD SPENDING ON HEALTHCARE*

*Defined as overall spending on doctors / pharmaceutical / medicine

Source: TNS VietCycle Healthcare 2011. Q56 How much does your household spend on the following functions in a typical month? Base: n= 2,000 (total).

Estimated annual spend

= US $3- 4 Billion

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51

50

Top-2-box agreement

“My pharmacist's recommendation is just as good as my doctors‘”

Attitudes to health – top-2-box agreement (%)

Source: TNS VietCycle Healthcare 2011. Q97 Using this 5-point scale, can you tell me how much you agree or disagree with the following

statements? Base: n= 2,000 (total).

Chronic disease sufferers

Even chronic disease sufferers rely heavily on recommendations from pharmacists. This highlights the importance of driving growth via pharmacists

TOTAL

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Percentage of overall drugs purchased that were prescription medicine (past 30 days) (%)

Prescribed vs. OTC

Average age: 43 Prevalence of chronic disease: 36%

Younger age Prevalence of chronic disease: 14%

Source: TNS VietCycle Healthcare 2011. Q99 Of the amount you spent on medicine, what percent of this was spent of prescription drugs? Base: n= 951 (total).

80-100% prescription profile 0% prescription profile

22% Means percentage of prescribed medicine purchased in past 30 days

Page 142: TNS Seminar Mar22, 2012

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64

38

“I have increased my frequency of checkups compared with 5 years ago”

Attitudes to health – top-2-box agreement (%)

Source: TNS VietCycle Healthcare 2011. Q97 Using this 5-point scale, can you tell me how much you agree or disagree with the

following statements? Base: n= 2,000 (total).

TOTAL

YOUTH 20 – 24 years

SETTLED 45 – 60 years

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Prevalence and frequency of general pain

Head pain Flu symptoms Fatigue

67% 51% 55%

1.6 times per month

2.6 times per month

0.7 times per month

Frequency of suffering from general symptoms

Source: TNS VietCycle Healthcare 2011. Q80 Which of the following symptoms do you sometimes suffer from? Base: n= 2,000 (total).

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Almost 1 in 5 consumers aged 20-65 suffer from at least one form of chronic disease

Source: TNS VietCycle Healthcare 2011. Q83 Which of the following chronic diseases do you suffer from? Base: n= 2,000 (total).

Page 145: TNS Seminar Mar22, 2012

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Key demographic of sufferers – Females, 46-65 year olds and housewives

1720

38

31

23

Total Female Older Housewives SEC EF

Source: TNS VietCycle Healthcare 2011. Q83 Which of the following chronic diseases do you suffer from? Base: n= 2,000 (total).

Older females, housewives, especially from lower SEC’s show the highest prevelance of chronic disease, providing great opportunity for targetted

marketing.

Page 146: TNS Seminar Mar22, 2012

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Roughly 4 in 10 consumers willing to pay 10% extra

for high quality medicine,

Source: TNS VietCycle Healthcare 2011. Q92 Thinking about the amount you pay for medicine, how much extra would you be willing to pay for a high quality drug from a reputable brand? Base: n= 2,000 (total.

Key implication: Price is a key indiactor of quality perception – pricing must be managed carefully.

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Source: TNS VietCycle Healthcare 2011. Q96 What are the two most important things when deciding on a pharmacy to purchase medicine? Base: n= 2,000 (total.

Consumers have very practical needs with respect to selecting a

pharmacy, with close proximity and reasonable price the key drivers.

57

42

35

Close to home / office

Reasonably priced

Availability of medicine

Drivers for selecting pharmacy (%):

Expanding distribution via more outlets, PoS material presence and reasonable price will

drive growth

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Growth Summary

148

Growth insights

Market is growing due to wealth / income surge and consumer priorities

Pharmacies are critical in the purchasing path

Only 22% of the market is prescription

Head pain, flu symptoms and fatigue are the key symptoms experienced

Chronic pain is small but important

Quality perception linked to pricing

Precise plans for growth

Need to follow the below actions

Need to engage pharmacies and make them part of the sales force

Reinforces the role of the pharmacist

Do you have products in these categories and are they differentiated?

Target older female, housewives from low SEC households

Cheap no good / good no cheap in terms of efficacy

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Education

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2,835,025

High-school students

4,968,302

Secondary students

7,048,493

Primary students

According to a 2011 statistic* of MoET

There are from primary to upper-

secondary level.

On top of this, there are 3,599,663 pre-primary children.

3,599,663

Pre-primary pupils

*Source: http://www.moet.gov.vn

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Incidence of foreign language spoken:

32%

Chinese

(6%)

English

(91%)

Russian

(2%)

French

(3%)

Korean / Japanese

(2%)

Foreign languages most spoken

Page 152: TNS Seminar Mar22, 2012

86

16 10 10

5

Local degree Franchised degree Entire program inforeign country

Twinning E learning /distance education

Source: Which of the following educational programs are you seriously considering for your children?

Base: n= 1,000 (total).

Trans-national education still a ways off for most families.

However, there is certainly some demand for it – esp. franchise programs.

Educational course/s considering for children’s future (%):

Hanoi (18%)

Education demand

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US 44%

UK 20%

Australia 19%

Singapore 7%

Canada 3%

France 3%

Japan 2%

Others 2%

Source: TNS VietCycle Education 2011. Q73: Which country would you like your child’s degree to be under?

Base: n= 1,045 (Total).

Education destinations

The USA is the preferred destination for overseas studies

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US dominates in all regions, especially in the South.

Hanoians have more diversified tastes

HCMC

Hanoi

Da Nang

Can Tho

Source: TNS VietCycle Education 2011. Q73: Which country would you like your child’s degree to be under?

Base: n= 1,045 (Total), 289 (HCMC), 319 (Hanoi), 235 (Danang), 202 (Cantho)

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International schools in Vietnam

Page 156: TNS Seminar Mar22, 2012

‘International’ most commonly understood as having

foreign curriculum, foreign teachers and taught in a foreign language.

75

52 46 45

35

12

Foreign curriculum Foreign teachers Curriculum taught inforeign language

High quality facilities Foreignowned/managed

Foreign students

Source: TNS VietCycle Education 2011. Q75: If a school in Vietnam calls itself “international”, what do you understand that to mean? Base: n= 1,090 (total)

How parents define ‘international’ for an international school (%):

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25% of parents is willing to enroll their children in international schools.

Yes 24%

No 76%

Source: Q76: Would you consider enrolling your children in an international school in Vietnam?

Base: n= 1,090 (Total), 308 (HCMC), 329 (Hanoi), 239 (Danang), 214 (Cantho)

% of parents willing to enroll child in an international school

Can Tho shows strong potential with almost 40% willing.

Page 158: TNS Seminar Mar22, 2012

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Growth Summary

158

Growth insights

MBA Studies are driven by parents

Overseas education has high potential amongst parents in Hanoi and high SEC families

1 in 10 students plan to go overseas for their education

Other trans-national programs show strong potential, esp. for higher education

Precise plans for growth

Target parents to Grow MBA programs

Potential to target these segments

Is your country one of their consideration and how to you achieve?

Need to reinforce prestige of the partnering institutions

Page 159: TNS Seminar Mar22, 2012

David Watts – Group Account Director

Nguyen Thi Phuong Linh - Senior Research Manager

Page 160: TNS Seminar Mar22, 2012

160 160

Teen Life

TRU’s Trend Arc: In or out?

Celebrities

Sports participation and Favorites

Sports leagues and associations

Friends

Free time

Teen perspectives

TRU value monitor

Personal concerns

Teen’s place in the world

THERE IS ALSO 20-24 STUDY

TODAY IS ABOUT TEENS ONLY

Demographic Profile

Teen Target Profile

Home life

Work life

Education

Teen Consumers

Spending

TRU’s favourite brand meter

Spending on key categories

Cellphones

Tech and Durable items

Teen Media

Magazine readership

T.V viewership

Media participation

Online activities

Teen Study (12-19years): Content

Page 161: TNS Seminar Mar22, 2012

We were teens once ….

David – 19 years Linh – 19 years

Page 162: TNS Seminar Mar22, 2012

But we’ve GROWN…(bigger)

David NOW Linh NOW

Page 163: TNS Seminar Mar22, 2012

The youth market is huge…

Over 20 million aged 12-24

Page 164: TNS Seminar Mar22, 2012

The annual spend for teens is…

4.9 billion

And they are optimistic about the future…

89% Expect to spend the same or more in 2012

Page 165: TNS Seminar Mar22, 2012

TEEN LIFE

Page 166: TNS Seminar Mar22, 2012

Success means making a lot of money

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It's important for me to eat and live healthy right now

Page 168: TNS Seminar Mar22, 2012

I always try to have as much fun as I possibly can

Page 169: TNS Seminar Mar22, 2012

Life is an ongoing balancing act! Understand and integrate this when talking to teens…

Tradition Modernity

Doing what I want and is good for me

THE LIFE OF A VIETNAMESE TEEN

90%

What’s Really Important for Teens (Top-2 Box %):

61%

87%

80%

Page 170: TNS Seminar Mar22, 2012

Local degree (local institution)

Franchised degree (foreign degree with study entirely in local country)

Entire program in foreign country

Twinning degree

89%

5%

3%

3%

Education continues to be the door to opportunity, with…

Tertiary education – programme most likely to undertake (%):

85% aiming to complete an undergraduate degree

Page 171: TNS Seminar Mar22, 2012

TEEN SPENDING

Page 172: TNS Seminar Mar22, 2012

Street food Clothing Beverages Mobile phone

$6 $5 $4 $3

Books / study material

Transportation Fast food restaurants Sweet/salty snacks

$3 $2 $2 $2

Spending on food, clothing and staying in touch...

Page 173: TNS Seminar Mar22, 2012

TEEN MEDIA

Page 174: TNS Seminar Mar22, 2012

Teens say they cant live without TV and use it the most, BUT the internet is now…

most entertaining

40%

57%

0%

1

26%

71%

-

3

HCMC HANOI

TV

NEWSPAPERS

INTERNET

MAGAZINES

most informative

25%

61%

10%

4%

21%

61%

3%

7%

HCMC HANOI

TV

NEWSPAPERS

INTERNET

MAGAZINES

Page 175: TNS Seminar Mar22, 2012

Best Channels for Engaging with Teens (%):

However, TV is still the preferred way to be told about your brands…

Television Non-social-networking

websites

Fliers Billboard, Outdoor Ads

Newspaper

Page 176: TNS Seminar Mar22, 2012

Online Activities on Computer P1M (%)

Media streaming is growing in popularity…

76%

86%

Listened to streaming music

Used a search engine

72%

73%

Talked to someone in a chat room

Watched streaming video (like YouTube)

71%

71%

Instant messaged (IM)

Played a single-player game

Page 177: TNS Seminar Mar22, 2012

What’s nóng and what’s not.

Page 178: TNS Seminar Mar22, 2012

77

85

Social networking sites

Smart phones

65

72

Online photo sharing

Multi-player online games

50

55

Virtual worlds (Second Life)

PC games

TRU Trend Index - Technology

Smart Phones and social networking..

Page 179: TNS Seminar Mar22, 2012

77

78

Going to coffee houses / tea houses

Going to malls / department stores

65

72

Going to the spa

Getting cosmetic surgery

50

55

Dating

Clubbing

TRU Trend Index - Activities

Shopping, coffee houses and nose jobs...

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TEEN BRANDS

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Total Male Female

Beverages (soft drinks, juice, tea) 62 66 58

Apparel (non-athletic) 61 64 58

Hair products (shampoo,

conditioner, styling) 51 49 52

Cell phone/ Mobile phone 43 46 40

Body/ Face wash 36 26 45

This is where brands matter to teens…

Top-5 Products Teens Must Have Brands of

Choice (%)

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Take the challenge! Which brands are the favourites?

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Teen Growth Summary

PLAN FOR GROWTH Show interest in THEIR growth Consider linking your brands to scholarships, career paths, and education to bond with teens. Consider the value equation you deliver… Make sure your products suit a pressing need and deliver real benefit to justify investment. So should you! Especially to educate about brands and products and be a part of the teen social world. Links to streaming and social networking sites may be fruitful.

Tap into this for promotions and communications… Opportunity to connect with branded apps, cellphone related promotions etc.

Reflect this in your attitude and imagery Healthy mind and body reflected in communications

INSIGHTS Teens are focused on education for money and success

Teens have a small disposable income , spent on mostly on day to day consumables.

The internet is where teens are heading for information and entertainment

Teen like convergence of technology…it simplifies their entertainment and social life

Teens care about health BUT in a holistic way

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If you want to know more about me and my friends, please contact: [email protected] [email protected]

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Thank you all and we

hope we have helped to

make your business

grow

March 22, 2012