Download - Iran Syndicated Proposal (4)
Why this study is needed
• At QUEST, our policy is to recruit and train the best available local talent in the markets where we conduct research
• At our Tehran office, we have a bright young team of Iranians who are experienced in handling research projects from A to Z
• They all agree that the international image of their country is totally misleading and inaccurate
• The previous lack of access to high quality research conducted by Iranians is partly to blame
• In this study, we seek to rectify this and present the true picture of Iran and its people
• All marketing professionals in the Middle East will benefit from this study
• We will present an in-depth analysis of Iranian consumers
Which cities and why?
• Tehran – The capital of Iran, Tehran is home to 12 million people.
• Tabriz – Tabriz houses a 3.5 million population, the majority of which are Azari. Tabriz boasts a mix of cultural backgrounds and habits.
• Mashhad – The religious center for Shiaa Muslims, Mashhad’s population is 6.5 million.
• Shiraz – A city of 4.5 million, Shiraz is rich in history.
Which cities and why?
• Isfahan – Isfehan, population 4.5 million, is the center of tourism in Iran.
• Bandar Abbas – Bandar Abbas is the country’s most important southern port. It has a relatively small population of 1.5 million, mostly of tribal origin.
• Rasht – Rasht is a densely populated northern city of 2.5 million. It’s Gilaki majority has a life-style completely differing from neighboring cities.
Target Respondents
Females
Males
Single females aged 20-25Married females aged 22-28,
without kids or with infants under 2
Housewives aged 30-45, with kids up to 20 years old
We found that married men were not sufficiently involved in the
household, so we targeted single men aged 20-28
Objectives
• This studies can help us to gain a better understanding of:
Life style
Needs and expectations:
The importance of culture and religion
Core values
Aspirations
Youth vs. parents
Differences cities
House wives
Males vs. females
Youth Study
Who are Iranians?
Understanding and ways to communicate with An Iranian Youth
I am an Iranian boy
I am an Iranian girl
Young Generation
Segmentation
Lifestyle & Behavior
AspirationsPurchase Behavior
Media
Music
Video Games
Advertising
Differences Among Cities
Housewives study
Who are Iranians?
Being able to communicate with an Iranian housewife …
Top of the minds
Aspirations and fears
Life style
Family shapes
Values and trends
Usage and consumption behaviors
Purchase Behavior
Brands
Needs and expectations
Media
Advertising
Differences Among Cities
Sample and Methodology
III. Ethnology visits: Based on our paired interview sample, we accompanied 15 young people on a continuous basis as they went about their daily lives. We continuously video-taped as they hung out with friends, played sports, watched sports, followed the news, and found out that Iran had qualified for the World Cup.
IV. We targeted a comprehensive sample of society, From A to D class.
Sample and Methodology
I. Home visits: We visited 50 women at their homes and videotaped their daily activities. We observed their cleaning habits and routine activities, from making beds to cooking and cleaning.
II. Paired in-depth interviews: 35 paired interviews were conducted with males and females (74 respondents in total). Respondents were pairs of friends and discussed issues of major concern to them such as life situations, hopes, dreams, aspirations, etc…
Sample Size
50 Home visits A B C D
Tehran 7 housewives with/ without infants 7 housewives with kids
11
22
22
22
Tabriz 3 housewives with/ without infants3 housewives with kids
-1
1-
11
11
Mashhad 3 housewives with/ without infants 3 housewives with kids
-1
1-
11
11
Rasht 3 housewives with/ without infants 3 house wives with kids
--
11
11
11
Bandar Abbas
3 housewives with/ without infants 3 housewives with kids
-1
1-
11
11
Isfehan 3 housewives with/ without infants 3 housewives with kids
-1
1-
11
11
Shiraz 3 housewives with/ without infants 3 housewives with kids
-1
1-
11
11
Total 25 housewives with/ without infants 25 housewives with kidsTOTAL OF 50
16
83
88
88
74 Paired interviews Total A B C D
Tehran 10 single females10 single males
20 22
22
33
33
Tabriz 5 single females5 single males
10 11
11
22
11
Mashhad 5 single females5 single males
10 11
11
22
11
Rasht 4 single females4 single males
8 -1
1-
22
11
Bandar Abbas
3 single females3 single males
6 -1
1-
11
11
Isfehan 5 single females5 single males
10 11
11
22
11
Shiraz 5 single females5 single males
10 11
11
22
11
Total 37 single females37 single malesTOTAL OF 74
68
86
1414
99
Sample Size
15 Ethnology visits
Tehran 5
Tabriz 2
Mashhad 2
Rasht 1
Bandar Abbas
1
Isfehan 2
Shiraz 2
Total 15
In ethnology visits we have covered all segments.
Sample Size
let’s go deeper and deeper in to Iranian life style,
minds, …
All available in video clips…
Different Segments…
Bazari(Traditional)
ModernTahsilkarde
(Educated)
Hezbollahi(Conservative)
Which of them is my Which of them is my target market???target market???
Getting close to Iranian young generation…
I’m an Iranian boy…
Insert photos…
I’m an Iranian girl…
Face the fact …
Chance to Escape
Chance to Escape
Girl’s Shell ????
Young Generation
YouthsSociety/Custom
Restrictions
ReligiousBeliefs
Of Families
Modernism
SatelliteFamilies living in abroad
Travels to
abroad
Beyond the doors…
Youths try to… Youths try to…
– Pass the boundaries– Find ways to express themselves freely– Reach their absolute rights– Being up to date with world– Enjoy their life to the fullest
Aspirations
Ideal life
Role Model
Ideal spouse
Hopes & Dreams
Future Success
Aspirations and fears of an Iranian youth
And who are the Iranian housewives?
The Mothers?The wives?
The decision makers?the money earners?
Top of her mind
Top of her mind
Kid’s future
HOW TO GUARANTEE KIDS LIFE?
Husband’s jobECONOMICAL
SECURITY
WHAT SHALL I DO ?
House workRESPONSIBILITYHOW TO SATISFY
FAMILY?
Unknown future with out
kids and husband
WHAT IF I WAS ALONE?
“What shall I do when my kids get married &
what if my husband dies? I'd be all alone!”
“What if we couldn’t afford buying a house of our own in the future?!” D class newly married - Mashad
“Whatever I do, is to make a better future for my kids” C class- Tehran
“The 1st thing that gets into my mind in the mornings, is what I shall cook for lunch?” C class - Mashad
“What if my husband loses his job?”C class, Tehran
Fears
Loss of husband
Job security Of husband
Kid’s future-Education, marriage
Kids to be mislead
•Economical problems•Unstable reliability
• Lack of qualification in raising them up
“When my husband comes home late, I think maybe he has had an accident !” C class, Mashad
“I like to send my son abroad to continue his studies because I think this will help him better to make himself a better life” C class, Tehran
“What if my husband becomes bankrupt & looses his job?!” C class, Tehran
“I take my son to different classes!” C class- Isfahan
“What if my kid becomes addicted to drugs as it’s easily accessible at schools” C class, Tehran
We have the solution …We have the solution …
Purchase Process
Need
Quality
Price
Brand
Purchase
•The barriers and triggers to the purchase of a brand
•Market needs and expectation
•Before and After purchase
What about my brand What about my brand consumers…???consumers…???
Advertising in Iran
TV TV commercialscommercials RadioRadio
FlyersFlyers
NewspapersNewspapers and and
magazinesmagazines
BillboardsBillboards
SpecificSpecific magazinesmagazinesdelivereddelivered
to the to the houseshouses
PublicPublictransportationtransportation
Iran legal channels
Iran illegal channels
from satellite
Foreign channelsSatellite
Which is the best media Which is the best media for my brand???for my brand???
INVESTMENT
• Total cost of the project will be:15,000 USD
– 50% upon commissioning the study– 50% upon presenting the findings
• This is the estimated price for Tehran only.• This prices include:
– Recruiting the respondents– Writing discussion guides– Hospitality and incentives for respondents– Video and tape recording – Analysis of data– Writing the presentation
Contact
• Sayyed Mohammad Hossaini,DirectorQuest Consulting FZ LLC #1, Suite 13, 4th floor, Zomorrodian (1st Boostan) st.Pasdaran Ave. -Tehran Office Tel: +98-21-22843689/+98-21-22885736 Fax: +98-21-22885678Mobile: +98-912-7791341E-mail: [email protected]