understanding consumer lp final
Post on 19-Oct-2014
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CONSUMERSUnderstandingUnderstanding
NEEDS
Benefit of Powerful Brands Fiercely loyal consumers
Sustain premium prices
License to travel between categories and across borders
“A Powerful brand, speaks volumes about the success of any major
organization.”
Ralf Matthaes, TNS Vietnam
because these brands
& reflect our DREAMSproject our aspirations,
ConsumersNeeds
Meaning of brand
(image)
Relationship with Brand
Things that give a brand its
identityhelp build relationships
with consumer
Starting point is…
Consumer
At TNS, we call it…
motivational research
and we use…
A PsychologicalPsychological ModelModel To decode the DriversDrivers of Consumer Behavior
Archetypes are Fundamental, Innate and Universal
Archetypes are an implicit part of our psychology, a universal template for how we view our world, and what drives our behaviour.
“The collective unconscious.”Carl Jung
Explicit, conscious
Language of words
Identity Needs
Gratification Expressive
Functional Needs
Product Features
Social Values
Symbology
Identity Needs
Emotive NeedsImplicit, unconscious
Language of archetypes
A Model Of Archetypes
Outward directed Extroverted
Inward directedIntroverted
DominanceAssertiveness Individuality
Receptivity Passivity Affiliation
Based on the 2 key dimensions underlying all
human behaviour
Within this framework we find 6 archetypal
personalities
And 6 archetypal feelings
“Me”“We”
“Dynamic”
“Static”
Hollywood Recognises The Power of Archetypes
Video
in the last 10 years
how haveShopping changed
The market – 1995 – 2005 – 2015?
Many more brands available now compared to 10 years ago
Vietnamese consumers enjoy new shopping experience - the Plaza-mania!
Consumers become more segmented, and 10 mil. more consumers compared to 10 years ago
Street shops have become “old-fashioned”, due to shopping venue choice
Shoppers concerned with where they shop and are more brand-conscious
In 1995, only 4 InternationalMilk brands were availablein Vietnam. Today there arewell over 30…. & in 2015 ?
In 1995, there were no modern trade outlets in
Vietnam. Today there are well over 100.. & in 2015?
From 2003 to 2004, Street shop shopping frequency has declined by 3%... & in
2015?
In 1999, only 33% of shoppers we concerned with brand names. Today
53% are brand conscious & in 2015?
The Trade Channel Battle
Where do I go shopping in the city? Benthanh market, Co-op Mart, Metro or Diamond Plaza?
Where do I get the best deal?
What can I find there?
How is the shopping experience like there?
What’s for “me” and what for “us”?
Oliver Holmes
“Man has his will - but woman
has her way”
I am responsible for 70% of all shopping decisions in my
household!
Men beware! Hold on to your wallets!
to understand
Usinglanguage of
archetypeshopper needs
Six Types of Shopper
Active Active Shopper Shopper
Active Active Shopper Shopper
Individual Individual Shopper Shopper
Individual Individual Shopper Shopper
Discerning Discerning Shopper Shopper
Discerning Discerning Shopper Shopper
Caring Caring Shopper Shopper
Caring Caring Shopper Shopper
Sensible Sensible ShopperShopper
Sensible Sensible ShopperShopper
Carefree Carefree Shopper Shopper
Carefree Carefree Shopper Shopper
Who are they?
What images they aspired to?
Friendly, Friendly, sociable, sociable, family-family-
orientedoriented
Modern, Modern, dynamic anddynamic and
confident confident
Fashionable, Fashionable, fun and fun and
stylish stylish
Upmarket, Upmarket,
unique andunique and
sophisticatedsophisticated
Intelligent, Intelligent, mature,mature,
professional professional
Traditional,Traditional,
kind andkind and
gentle gentle
Active Active ShoppeShoppe
r r
Active Active ShoppeShoppe
r r
Individual Individual Shopper Shopper
Individual Individual Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
Caring Caring Shopper Shopper
Caring Caring Shopper Shopper
Sensible Sensible Shopper Shopper
Sensible Sensible Shopper Shopper
Carefree Carefree Shopper Shopper
Carefree Carefree Shopper Shopper
Their Shopping destination – ACTIVE SHOPPER
Welcoming, easy and familiar.
Value for money and convenient
Modern stores, vibrant colours, lively.
Go in and find the one quickly
Bright & fun. With character & lots of
variety.Prominence of latest brands/new arrivals
Distinctive, novel ideas and evolving.
Look for origin & prestige
Well-organised & tidy.
Look for sensible choice that shows good
taste
Quiet, peaceful and private.
Spend time for meaningful items
Active Active ShoppeShoppe
r r
Active Active ShoppeShoppe
r r
Individual Individual Shopper Shopper
Individual Individual Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
Caring Caring Shopper Shopper
Caring Caring Shopper Shopper
Sensible Sensible Shopper Shopper
Sensible Sensible Shopper Shopper
Carefree Carefree Shopper Shopper
Carefree Carefree Shopper Shopper
Their Shopping destination – INDIVIDUAL SHOPPER
Welcoming, easy and familiar.
Value for money and convenient
Modern stores, vibrant colours, lively.
Go in and find the one quickly
Bright & fun. With character & lots of
variety.Prominence of latest brands/new arrivals
Distinctive, novel ideas and evolving.
Look for origin & prestige
Well-organised & tidy.
Look for sensible choice that shows good
taste
Quiet, peaceful and private.
Spend time for meaningful items
Modern stores, vibrant colours, lively.
Go in and find the one quickly
Bright & fun. With character & lots of
variety.Prominence of latest brands/new arrivals
Distinctive, novel ideas and evolving.
Look for origin & prestige
Active Active ShoppeShoppe
r r
Active Active ShoppeShoppe
r r
Individual Individual Shopper Shopper
Individual Individual Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
Caring Caring Shopper Shopper
Caring Caring Shopper Shopper
Sensible Sensible Shopper Shopper
Sensible Sensible Shopper Shopper
Carefree Carefree Shopper Shopper
Carefree Carefree Shopper Shopper
Their Shopping destination – DISCERNING SHOPPER
Welcoming, easy and familiar.
Value for money and convenient
Well-organised & tidy.
Look for sensible choice that shows good
taste
Quiet, peaceful and private.
Spend time for meaningful items
Active Active ShoppeShoppe
r r
Active Active ShoppeShoppe
r r
Individual Individual Shopper Shopper
Individual Individual Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
Caring Caring Shopper Shopper
Caring Caring Shopper Shopper
Sensible Sensible Shopper Shopper
Sensible Sensible Shopper Shopper
Carefree Carefree Shopper Shopper
Carefree Carefree Shopper Shopper
Their Shopping destination – CARING SHOPPER
Welcoming, easy and familiar.
Value for money and convenient
Modern stores, vibrant colours, lively.
Go in and find the one quickly
Bright & fun. With character & lots of
variety.Prominence of latest brands/new arrivals
Distinctive, novel ideas and evolving.
Look for origin & prestige
Well-organised & tidy.
Look for sensible choice that shows good
taste
Quiet, peaceful and private.
Spend time for meaningful items
Distinctive, novel ideas and evolving.
Look for origin & prestige
Well-organised & tidy.
Look for sensible choice that shows good
taste
Active Active ShoppeShoppe
r r
Active Active ShoppeShoppe
r r
Individual Individual Shopper Shopper
Individual Individual Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
Caring Caring Shopper Shopper
Caring Caring Shopper Shopper
Sensible Sensible Shopper Shopper
Sensible Sensible Shopper Shopper
Carefree Carefree Shopper Shopper
Carefree Carefree Shopper Shopper
Their Shopping destination – SENSIBLE SHOPPER
Welcoming, easy and familiar.
Value for money and convenient
Modern stores, vibrant colours, lively.
Go in and find the one quickly
Bright & fun. With character & lots of
variety.Prominence of latest brands/new arrivals
Quiet, peaceful and private.
Spend time for meaningful items
Active Active ShoppeShoppe
r r
Active Active ShoppeShoppe
r r
Individual Individual Shopper Shopper
Individual Individual Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
DiscerninDiscerning g
Shopper Shopper
Caring Caring Shopper Shopper
Caring Caring Shopper Shopper
Sensible Sensible Shopper Shopper
Sensible Sensible Shopper Shopper
Carefree Carefree Shopper Shopper
Carefree Carefree Shopper Shopper
Their Shopping destination – CAREFREE SHOPPER
Welcoming, easy and familiar.
Value for money and convenient
Modern stores, vibrant colours, lively.
Go in and find the one quickly
Bright & fun. With character & lots of
variety.Prominence of latest brands/new arrivals
Distinctive, novel ideas and evolving.
Look for origin & prestige
Well-organised & tidy.
Look for sensible choice that shows good
taste
Quiet, peaceful and private.
Spend time for meaningful items
Where are we going to?
More brands will come! MacDonald’s, Estee Lauder, L’Oreal, DELL, Starbuck, 7 Eleven, etc
More structured & segmented distribution!
Mass media will have a huge impact on shopping venue selection!
Increased wealth will dictate choice of venue and volume of purchase
Shopping will become more recreational than a necessity, as consumers will have more time
Vietnam today
Oliver HolmesOliver Holmes
“”
insightis sometimes worth a
lifetime’s experience
A moment’s