___________________________________by Hai Pham

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

Table of contents

Why we are hereUnderstanding young people Understanding their unique storyHow it is directly influencing their livesWhy this is relevant to you as a marketerTranslating our strategy into action plan

Why we are here

Background

Vietnam has a big population with young people being the dominant demographics.

*In 2010, 52.4% of the 87 million population is under the age of 30.

*Vietnam is the world's thirteenth most populous country, with excess of 86.93 million .

→Young Vietnamese are the barometer of

social change and key indicator of economy.

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.

(Data by Euromonitor & PricewaterhouseCoopers)

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

Understanding young people

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.

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.

*Where internet is used: 56% at home, 26% at cafes, 14% at office.

(Data by Cimigo & Vietnam Digital Media Overview by Tan Yan Jun)

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.”

→Not only are young Vietnamese aware, they are also inspired and motivated by success. Many already plan their immediate futures around it.

*Vietnamese are the 11th most confident consumers in the world.

*Urbanisation expected to increase to 36% by 2020 and 43% by 2030.

(Data by Nielsen)

Young Vietnamese want to stand out and get noticed by their peers.

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.

They make being socially accepted a priority.

“Being Different from others is Cool”–37%

“I am always seeking to have New and Unique Things” -54%

(Source FDG, Statement Data from Gen V study)

The experiences, meanings, and concepts being associated with youth are complex yet homogenuous.

Moreover, does it have something to do with Vietnam?

Understanding their unique story

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)

Young Vietnamese's values of life has many changes in comparison to the past as they live more freely.

Vietnam youth are enamored by new ideas and concepts that they have not experienced.

→Cultural interpretations of modern life appeal to young people but are vastly different from their living situation.

Their perception is bombarded by unattainable promises.

*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.

*80% of young people say living together before marriage for love is essential.

(Data by Southern Sustainable Institute)

No destinations to which they might head are yet visible.

Increasing economic inequality

Insufficent education and social protection.

High inflation rate

→Young Vietnamese are suffering under the rapid and unstable global integration while society's transformations are still unclear.

*Vietnam corruption rate ranks 116th out of 178 countries.

*Consumer price index was up 23% from a year earlier, which is the highest rate of inflation in Asia.

*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.

(Data by VCPFC & VFPA)

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

How it is directly influencing their lives

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.

→Building a global identity provides young Vietnamese a sense of belonging.

*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.

(Articles by 2sao, vnexpress, vietbao and various publications)

*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.

They document their personal experiences via global concepts.

Young Vietnamese are early adopters of internet technologies.

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)

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.

Extensive shopping, nice rides, glamorous style become ambitions of many young people.

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.

*Twenty-something year olds are the biggest spenders, forking out approximately $5 billion annually.

(Data by G2/Grey Group

& Minsitry of Education)

*1,600 cases of violence in and outside schools in the 2009-2010 academic year.

Why this is relevant to you as a marketer

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

Translating our strategy into action plan

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.

*Competition to find the next role model with inspirational stories.

*Endorsement community oriented programs (dancing, designing, presenting..).

*Contests to reach their favorite stars.

Win their trust.

Support youth community: engage your brand in their everyday conversations.

*“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....).

Meet youth's social needs: make sure they receive brand recognition.

*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....).

Show them how to connect and influence.

Build youth network platform: help them connect your brand with their peers.

*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).

Give youth social power: help them build their influence.

Thank You