male vs female

of 38/38
Male vs. Female The Nielsen Company Gender Marketing Insights

Post on 08-May-2015

880 views

Category:

Lifestyle

1 download

Embed Size (px)

TRANSCRIPT

  • 1.Male vs. Female Gender Marketing Insights The Nielsen Company

2. Nielsens commitment to deliver you the Bigger Picture in Vietnam 3. Today What makes men and women tick? Male grooming...a growing opportunity? Where do we start? Question and Answer 4. Research Design Nielsen Qualitative Study 12 Focus Group Discussion (FGD) HCMC= HN = 6 FGDs Males and females 18- 45 years old HIB class ABCNielsen Retail Audit Data up to May 2010 Based on 5 FMCG categories for men Covering 36 cities of Vietnam and total Thailand and KoreaMacro Economic data Vietnam Government Statistics OfficeNielsen Quantitative Study n = 600 (300 males and 300 females) HCMC = HN = 300 15- 50 years old HIB class ABCDNielsen Vietnam Generation V study November 2009 n=273 (HCM, HN) Males & Females 15 to 24 years old HIB all classes 5. What makes men and women tick? 6. The Female Brain is Wired Differently Than the Male Brain a larger prefrontal cortex /seat of reason/ a larger insula /center of gut feelings/ a larger anterior cingulate cortex /seat of worry/ a larger corpus callosum, the region connecting the two hemispheres of the brain /greater ability to multi-task and see big picture connections/ a smaller amygdala /sex and aggression/2010 NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.6 7. Attraction is more than skin deep Attraction LeversPersonality AppearanceSuccessKnowledgeAppearance 8. Expectations are similar but women are in it for the long-term He saidShe said..Well behaved/ PoliteWell behaved/ PoliteFamily-orientedFamily-orientedUnderstandingUnderstandingSelf-confidentStable jobStable jobSelf-confidentManliness in looks and mannerFamily manIdeal Man 9. Men are different so women need to be understanding He saidShe said..Decent manners when speaking Family-orientedDecent manners when speakingWell behaved/ PoliteWell behaved/ PoliteFeminine lookingIdeal WomanFamily-orientedTidy lookingUnderstandingFeminine lookingWell-groomed, takes care of familyFamily first, good with in-laws 10. Traditional roles still abound Smart, Smart, macho, macho, successful successfulEmergence of female bread winners 30% earning for self/ familyBread Bread winner winnerPillar and Pillar and Protector ProtectorExpect to Expect to do big do big things thingsWhat men really want & What women find attractive =SUCCESS All males want to earn a lot of moneythats going to get females respect and attractionHomeHomemaker maker Gentle, Gentle, feminine feminine submissive submissiveCareCaregiver giverWeak/ Weak/ Needs Needs protection protection 11. Expectations and aspirations drive value of appearance 88% Appearance is important % Very Impt% Very ImptI want to be respected by others52I want to be respected by others Tools for success56I want to feel confident to the people I meet47I want to feel confident to the people I meet49I want to be attractive to the opposite sex34I want to create a professional image at work32I want to create a professional image at work29I want to look good for myself31I want to look good for myself26I want to be attractive to the opposite sex25I want to stand out from the crowd25I want to stand out from the crowd23 12. How far can you go for the sake of appearance? Cosmetic surgery?83% Agree I think people could make good use of cosmetic surgery, but do not go too far by having a lot of things to be fixedBoth genders will not go this far! 13. Men use accessories but women expect men to smell good as well Products men use to attract womenClothes (97%)Products women expect men to useClothes (86%)Mobile phones (94%)Mobile phones (66%)Shoes (87%)Motorbikes (65%)Motorbikes (82%)Shoes (64%)Personal care products (56%)Perfume/ Cologne (40%) 14. Women could use more scent and sparkles Products women use to attract menProducts men expect women to useClothes (96%)Clothes (87%)Shoes (87%)Perfume/ Cologne (79%)Mobile phones (85%)Shoes (64%)Personal care products (77%)Accessories/ Jewelries (55%)Motorbikes (67%)Personal care products (53%) 15. Key findings & Implications Traditional values remain well entrenched though they are being challenged Women tend to have a longer term view on men Clothes make the man and the woman! Men accessories (mobile phones, motorbike, cologne..) Women - scent, shoes and sparkles to make their mark with the opposite sex 16. Male Grooming ~ A growing opportunity 17. Confidence gained from appearance is driving curiosity for personal care products Motivation for using Personal Care ProductsProducts interested to try [Males] 76To be more confident74Personal care (55%)68To have a good personal hygieneElectronic devices (79%)64Beverages [Beer] (52%) 39To look good for myself72 37To attract the opposite sex33 MalesTo have a good impression to othersFinance (12%)23 29FemalesIt is common for males to use personal care. Grooming is a way to show our respect to others.I think its quite good when males also groom for themselves. Id be proud of my boyfriend if hes well-groomed and confident. 18. The grooming evolution Males look for simple products that have clear functionality and problem solving benefitsSophisticated Males care more about their hair, their clothes & shoes than their face & body. Certain sophisticated needs are yet to be recognizedBasic Females are willing to invest more time and effort in personal care/ personal grooming Females care about their body from top to toe and are willing to use almost any products to look better & feel better 19. High potential to expand basic products for men Sophisticated Ave 5.5 products used Shampoo100Razors93Shaving cream74Deodorant71Hair gel56 53Body wash FragrancesAve 7.9 products used34Hair conditioner31Facial wash31100 97Shampoo Body wash97Hair conditioner89 84Facial wash Cosmetic71Fragrances62 60Deodorant Lipcare Facial moisturizer56Body lotion/creamBasicHair gel51 19 20. The potential for mens PC products is real with growth seen in the market Category100Men segment8180 6043 22(20)psog negin g rS ty lh H ailW asPe rs on ado ra nterD eoC lean se Moi sm po-40Women/ UnisexSh aMen Segment4(2)Li(2) (3)0 -2016 1 (1)C ol6or ino6 6rC ol295tF ac1620C ar e40H aiMen Vs. UNISEX TOTAL 6 CITIES-NEW VOLUME % Chg YA27 2414140 120 100 80 60 40 20 0113ShampooDeodorantFacial Cleanser (4)131CategoryMen segment73 57 1 Shampoo31722 618Hair Facial Hand&Body Personal Deodorant Conditioner Cleanser Lotion Wash 21. How to spark the evolution Keep it simple at firstPay attention to needsExpectations from personal care products Simple/ easy to use (62%) Fragrance for men (59%) Product design for men (35%)Important benefits Refreshment (36%) Anti-aging (27%) Deep cleansing (15%)Donts Barriers for using Make it too complicated (51%) Make it a waste of time and money (35%) Make it for females only (31%)Males and females have different characteristics ~ different skin types and different conditions; therefore there should be different product lines. We males will welcome any new for-men ideas as long as they serve different needs. 22. How to spark the evolution Keep it simple at firstPay attention to needsExpectations from personal care products Simple/ easy to use (62%) Fragrance for men (59%) Product design for men (35%)Important benefits Refreshment (36%) Anti-aging (27%) Deep cleansing (15%)Donts Barriers for using Make it too complicated (51%) Make it a waste of time and money (35%) Make it for females only (31%)Males and females have different characteristics ~ different skin types and different conditions; therefore there should be different product lines. We males will welcome any new for-men ideas as long as they serve different needs.It is not necessary to have smooth & supple skin like females want. I only wish my skin is clear and acne-free. I dont like too white skin as it might reflect a weak and kind of feminine image 23. Learn from the females Product Usage10100Body wash1497Hair conditioner1597ShampooFacial wash Cosmetic Fragrances Deodorant1989248419 1171 62Lipcare2260Facial moisturizer2456Body lotion/cream Hair gel12 171951Current use Will use moreMore needs, more benefits, more products For me, using moisturizer and body lotion is critical as it helps to keep my skin smooth and moist. Also they help to prevent skin aging. Facial wash can only keep your face clean. Its not sufficient for the skin. 24. Whats in store for the future? I want to prevent my lips from drynessyet most lipcare products now are for femalesLip balmDark-circle removerHygiene wash Mini-marts for menWe stay up late a lotfor football or workhence need to remove eye puffs and dark circlesand need a strong one as our skin is different from femalesWe definitely need to keep personal hygiene as womenbut none of such products have been availableI wish there is a supermarket for males onlywhere I can comfortably browse and examine products and prices before buying what I want 25. More products are becoming non-exclusiveLife Insurance Laptop/PCLipcareCredit cardsCigarettes BeerWineRazorsTVsToothpaste Mobilephones Bar Shampoo Soap Deodorants Shower gel Hair Conditioner BeerFacial Cleanser MilkBody cream/ lotionAnti-shadow eyes cream Moisturizer Sun blockHygiene wash 26. Key findings & Implications There is potential for more sophisticated products for men We see the categories growing faster for basic products at this point; but its likely just the beginning of the story Look to other markets (Korea, Japan, Thailand, China) to see what is growing there but always cater to country and societal nuancesUnderstandObserveSpeakRespondCommunicate 27. Where to start? 28. Point 1 Catch the Hot Boys 15 24 years old Roughly 1.45 million males in HCMC and Hanoi Spends VND 357,000 per week ~$555/yr~$568/yr Others 39%~$156/yr Importance of appearance Importance of appearance 9515-24 y.o8825-39 y.o40-50 y.o81Food 40%Hi-tech gadgets Clothes 10% 11%~$142/yrReason why appearance is important Reason why appearance is important I want to feel confident to the people I meet58%I want to be respected by others I want to be attractive to the opposite sex I want to stand out from the crowd55% 33% 31% 29. Hot personal care products for hot boys Products usage and intention to use Products usage and intention to use 100Shampoo Razors79Deodorant78Body wash10 133641 27103346Fragrances122954Facial wash52361Shaving creamUser1067Hair gelHair conditioner161832 20Non-user but will consider using27 53 Non-user, non-considererHigh product usage and high consideration among non-users Among 15-24 yo 30. How to reel them in Get their friends Key influencers in fashion Friends (29%) TV (21%) Family/ relatives (14%) Magazines (10%) Movies (10%)Catch them online Internet habits 88% Use internet everyday Top websites: Hihihehe Zing Kenh14 DantriBe mindful of the price Spending influence Price (74%) Brand (69%) Promotion (51%) Product reviews (49%) Advertisement (42%) WOM (35%)Promos can spark usage for other products Top promotions for personal care products Increase volume/ quantity (Eg. increase volume by 10% with same price) Bonus product (buy 1 get 1 or buy 2 get 1) Reduce price (Eg. reduce price directly on product price) 31. Point 2: Understand gender shopping behavior Needs FulfillmentJourneyQuality-seeker, grab and go, planned shoppingBargain-hunter, impulsive, easy to influenceWhen we go into a fashion store, When we go into a fashion store, we can try different shirts but only we can try different shirts but only buy 1 or 2 that fits us the most. buy 1 or 2 that fits us the most. Females are different, they can buy Females are different, they can buy 3-4 shirts for example, even though 3-4 shirts for example, even though they only try 1-2 of them. they only try 1-2 of them.I dont like to bargain. If II find a I dont like to bargain. If find a good quality product that suits me, II good quality product that suits me, will just pay for it and go. My wife is will just pay for it and go. My wife is different, she always takes time to different, she always takes time to bargain down the price. bargain down the price.We males normally have a plan of We males normally have a plan of what to buy before shopping. what to buy before shopping. Females might just go unplanned Females might just go unplanned and end up buying a lot of things. and end up buying a lot of things. 32. No matter what industry youre inTickle women with a price discount and assure men of quality 78Product quality 59Durability48 40Functions25 38Value for money28 25International brand14 19 18Product design 9Vietnamese brand19 6After sale services15 6Discounted price Advertising PromotionsImportant shopping considerations7031 4 3 2 17Males Females 33. TV is king but still have window for targeted communicationDaily DailyWeekly Weekly Daily Daily Daily Daily 34. TV is king but still have window for targeted communication I have the habit of reading newspapers over a cup of filter coffee in the morning. Its my own time. So relaxing and indulgingDaily DailyWeekly Weekly I surf everyday to keep updated with news. Then I can discuss and chat with my friends at cafes. Ill look quite dull if I dont know about the things that they discuss with each otherDaily Daily Daily DailyMagazines are very informative. They have topics that suit me. Im updated with the latest fashion trends. 35. Show me the benefitand the price! Attitude towards advertisement I like to watch advertisements and usually be affected by what is exposed in the ads33 27I like to watch advertisements but I don't believe most of things exposed in the ads37 42 22I don't object the ads but I also don't pay much attention on them25 8Generally I don't like advertisingFunctional Functional benefits benefits (64%) (64%)Attractive Attractive prices prices (53%) (53%)Exciting Exciting ambience ambience (33%) (33%)5Males Females70% are 70% are almost almost unaffected unaffectedAttracting elements of TVC 36. Key findings & Implications While TV is the most common way to reach both genders, it is not so for other forms of media. Men are buyers while women are shoppers And dont forget the power of the internet; continued development is a certainty 37. Final Thoughts Appearance Confidence Respect Success Evolution Products across all industries Same Same, But Different Communication 38. Thank you Any questions, please email: [email protected] & Proprietary Copyright 2010 The Nielsen Company Confidential & Proprietary Copyright 2007 The Nielsen Company