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Male vs. FemaleThe Nielsen CompanyGender Marketing Insights
Nielsen’s commitment to deliver you the Bigger Picture in Vietnam
Today
• What makes men and women tick?
• Male grooming...a growing opportunity?
• Where do we start?
• Question and Answer
Research Design
Nielsen Qualitative Study
12 Focus Group Discussion (FGD)HCMC= HN = 6 FGDsMales and females 18- 45 years old HIB class ABC
Nielsen Quantitative Study
n = 600 (300 males and 300 females) HCMC = HN = 30015- 50 years oldHIB class ABCD
Nielsen Retail Audit
Data up to May 2010Based on 5 FMCG categories for menCovering 36 cities of Vietnam and total Thailand and Korea
Nielsen Vietnam Generation V study
November 2009n=273 (HCM, HN)Males & Females15 to 24 years oldHIB all classes
Macro Economic dataVietnam Government Statistics Office
What makes men and women
tick?
The Female Brain is Wired Differently Than the Male Brain
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 6
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/
Attraction is more than skin deep
Personality
SuccessAppearance
AppearanceKnowledge
Attraction Levers
Expectations are similar but women are in it for the long-term
Ideal Man
Well behaved/ Polite Well behaved/ Polite
Family-oriented Family-oriented
Understanding Understanding
Self-confident Stable job
Stable job Self-confident
She said..He said…
“Manliness in looks and manner”
“Family man”
Men are different so women need to be understanding
Ideal Woman
Decent manners when speaking Family-oriented
Family-oriented Decent manners when speaking
Well behaved/ Polite Well behaved/ Polite
Feminine looking Tidy looking
Understanding Feminine looking
She said..He said…
“Well-groomed, takes care of family”
“Family first, good with in-laws”
Traditional roles still abound
Bread winnerBread winner
Pillar andProtectorPillar andProtector
Smart, macho,
successful
Smart, macho,
successful
Expect to do big things
Expect to do big things
Home-makerHome-maker
Care-giver
Care-giver
Weak/ Needs
protection
Weak/ Needs
protection
Gentle, feminine
submissive
Gentle, feminine
submissive What men really want &
What women find attractive =SUCCESS
“All males want to earn a lot of money…that’s going to get females’
respect and attraction”
Emergence of female bread winners
30% earning for self/ family
Expectations and aspirations drive value of appearance
88% Appearance is important
I want to be respected by others 52 I want to be respected by others 56
I want to feel confident to the people I meet 47 I want to feel confident to the
people I meet 49
I want to be attractive to the opposite sex 34 I want to create a professional
image at work 32
I want to create a professional image at work 29 I want to look good for myself 31
I want to look good for myself 26 I want to be attractive to the opposite sex 25
I want to stand out from the crowd 25 I want to stand out from the crowd 23
% Very Impt
% Very Impt
Tools for success
How far can you go for the sake of appearance? Cosmetic surgery?
Both genders will not go this far!
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 fixed
Men use accessories but women expect men to smell good as well
Clothes (97%)
Shoes (87%)
Personal care products (56%)
Mobile phones (94%)
Motorbikes (82%)
Products men use to attract women
Products women expect men to use
Clothes (86%)
Perfume/ Cologne (40%)
Shoes (64%)
Motorbikes (65%)
Mobile phones (66%)
Women could use more scent and sparkles
Products women use to attract men
Products men expect women to use
Clothes (96%)
Mobile phones (85%)
Shoes (87%)
Motorbikes (67%)
Personal care products (77%)
Clothes (87%)
Shoes (64%)
Perfume/ Cologne (79%)
Accessories/ Jewelries (55%)
Personal care products (53%)
• 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
Key findings & Implications
Male Grooming
~ A growing opportunity
Confidence gained from appearance is driving curiosity for personal care products
Motivation for using Personal Care Products
Electronic devices (79%)
Beverages [Beer] (52%)
Finance (12%)
Personal care (55%)
Products interested to try [Males]
76
68
39
37
23
74
64
72
33
29
To be more confident
To have a good personalhygiene
To look good for myself
To attract the oppositesex
To have a goodimpression to others
Males
Females
It is common for males to use
personal care. Grooming is a
way to show our respect to others.
I think it’s quite good when males
also groom for themselves. I’d be
proud of my boyfriend if he’s
well-groomed and confident.
The grooming evolution
Sophisticated
Basic
• Males look for simple products that have clear functionality and problem solving benefits
• Males care more about their hair, their clothes & shoes than their face & body.
• Certain sophisticated needs are yet to be recognized • 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
High potential to expand basic products for men
Sophisticated
Basic
100
93
74
71
56
53
34
31
31
Shampoo
Razors
Shaving cream
Deodorant
Hair gel
Body wash
Fragrances
Hair conditioner
Facial wash
1009797
8984
716260
5651
19
Shampoo
Body wash
Hair conditioner
Facial wash
Cosmetic
Fragrances
Deodorant
Lipcare
Facial moisturizer
Body lotion/cream
Hair gel
Ave 5.5 products used
Ave 7.9 products used
The potential for men’s PC products is real with growth seen in the market
11
2724
3
14
(4)
Shampoo Deodorant Facial Cleanser
Men Segment Women/ Unisex
Men Vs. UNISEX – TOTAL 6 CITIES-NEW – VOLUME % Chg YA
2 5 9 6 6 1 4
81
16
43
622
(1)16
(20)
(2)(2) (3)
-40-20
020406080
100
Shampoo
Moist F
ace
Cleanse
rDeo
doran
tPers
onal
Wash
Hair Styl
ingHair
Color
ing
Cologne
Lips C
are
Category Men segment
1 317 6
22
57
131
73
18
020406080
100120140
Shampoo Hair Conditioner
FacialCleanser
Hand&BodyLotion
PersonalWash
Deodorant
Category Men segment
How to spark the evolution
Keep it simple at first
Expectations from personal care products
• Simple/ easy to use (62%)• Fragrance for men (59%)• Product design for men (35%)
Barriers for using• Make it too complicated (51%)• Make it a waste of time and money
(35%)• Make it for females only (31%)
Don’ts
Pay attention to needs
Important benefits• Refreshment (36%)• Anti-aging (27%)• Deep cleansing (15%)
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.
How to spark the evolution
Keep it simple at first
Expectations from personal care products
• Simple/ easy to use (62%)• Fragrance for men (59%)• Product design for men (35%)
Barriers for using• Make it too complicated (51%)• Make it a waste of time and money
(35%)• Make it for females only (31%)
Don’ts
Pay attention to needs
Important benefits• Refreshment (36%)• Anti-aging (27%)• Deep cleansing (15%)
“It is not necessary to have smooth & supple
skin like females want. I only wish my skin is clear and acne-free. I
don’t like too white skin as it might reflect a weak and kind of feminine image”
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.
Learn from the females
100
97
97
89
84
71
62
60
56
51
19
10
14
15
19
24
19
11
22
24
12
17
Shampoo
Body wash
Hair conditioner
Facial wash
Cosmetic
Fragrances
Deodorant
Lipcare
Facial moisturizer
Body lotion/cream
Hair gel
Current use
Will use more
Product Usage More 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. It’s not sufficient for
the skin.
What’s in store for the future?
“I want to prevent my lips from dryness…yet most lipcareproducts now are for females”
Lip balm
Dark-circleremover
Hygiene wash
Mini-martsfor men
“We stay up late a lot…for football or work…hence need to remove eye puffs and dark circles…and need a strong one as our skin is different from females”
“We definitely need to keep personal hygiene as women…but none of such products have been available”
“I wish there is a supermarket for males only…where I can comfortably browse and examine products and prices before buying what I want”
More products are becoming non-exclusive
Beer
RazorsRazorsWine
CigarettesCigarettes
Hygiene Hygiene washwash
LipcareLipcare
Anti-shadow eyes cream
Moisturizer
Body cream/ lotion
Sun block
Life InsuranceLife Insurance
Credit cardsCredit cardsLaptop/PC
TVs
Shampoo
MobilephonesMobilephones Bar Soap
ToothpasteToothpaste
DeodorantsShower gel
Facial Facial CleanserCleanser
Milk
Hair Conditioner
Beer
• 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 nuances
Key findings & Implications
Speak Respond CommunicateUnderstand Observe
Where to start?
Point 1 – Catch the Hot Boys
95
88
81
15-24 y.o
25-39 y.o
40-50 y.o
•15 – 24 years old•Roughly 1.45 million males in HCMC and Hanoi•Spends VND 357,000 per week
Clothes10%
Hi-tech gadgets
11%
Others39%
Food40%
~$555/yr ~$568/yr
~$142/yr~$156/yr
58%
55%
33%
31%
I want to feel confident to thepeople I meet
I want to be respected byothers
I want to be attractive to theopposite sex
I want to stand out from thecrowd
Importance of appearanceImportance of appearance Reason why appearance is importantReason why appearance is important
Hot personal care products for hot boys
Products usage and intention to useProducts usage and intention to use
100
79
78
67
61
54
46
41
27
16
10
23
29
33
36
32
20
5
12
10
10
13
18
27
53
Shampoo
Razors
Deodorant
Hair gel
Shaving cream
Body wash
Facial wash
Fragrances
Hair conditioner
User Non-user but will consider using Non-user, non-considerer
Among 15-24 yo
High product usage and high consideration among non-users
How to reel them in
Get their friendsKey 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•Dantri
Be mindful of the priceSpending 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)
Point 2: Understand gender shopping behavior
“When we go into a fashion store, we can try different shirts but only
buy 1 or 2 that fits us the most.Females are different, they can buy 3-4 shirts for example, even though
they only try 1-2 of them.”
“When we go into a fashion store, we can try different shirts but only
buy 1 or 2 that fits us the most.Females are different, they can buy 3-4 shirts for example, even though
they only try 1-2 of them.”
“We males normally have a plan of what to buy before shopping.
Females might just go unplanned and end up buying a lot of things.”
“We males normally have a plan of what to buy before shopping.
Females might just go unplanned and end up buying a lot of things.”
“I don’t like to bargain. If I find a good quality product that suits me, I will just pay for it and go. My wife is different, she always takes time to
bargain down the price.”
“I don’t like to bargain. If I find a good quality product that suits me, I will just pay for it and go. My wife is different, she always takes time to
bargain down the price.”
Bargain-hunter, impulsive, easy to influence
Quality-seeker, grab and go, planned
shopping
Needs FulfillmentNeeds Fulfillment JourneyJourney
No matter what industry you’re in…Tickle women with a price discount and assure men of quality
78
59
40
38
25
19
9
6
6
4
2
70
48
25
28
14
18
19
15
31
3
17
Product quality
Durability
Functions
Value for money
International brand
Product design
Vietnamese brand
After sale services
Discounted price
Advertising
Promotions
MalesFemales
Important shopping
considerations
TV is king but still have window for targeted communication
DailyDaily
DailyDaily
DailyDaily
WeeklyWeekly
TV is king but still have window for targeted communication
DailyDaily
DailyDaily
DailyDaily
WeeklyWeekly
I have the habit of reading
newspapers over a cup of filter coffee in the
morning. It’s my own time. So relaxing and
indulging
Magazines are very informative. They have topics that suit me. I’m updated with the
latest fashion trends.
I surf everyday to keep updated with news. Then I can discuss and chat with my friends at
cafes. I’ll look quite dull if I don’t know about the things that they discuss with each other
33
37
22
8
27
42
25
5
I like to watch advertisements andusually be affected by what is exposed
in the ads
I like to watch advertisements but I don'tbelieve most of things exposed in the
ads
I don't object the ads but I also don't paymuch attention on them
Generally I don't like advertising MalesFemales
Show me the benefit…and the price!
Functional benefits (64%)
Functional benefits (64%)
Attitude towards advertisement
70% are almost
unaffected
70% are almost
unaffected
Exciting ambience
(33%)
Exciting ambience
(33%)
Attractive prices (53%)
Attractive prices (53%)
Attracting elements of TVC
• 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 don’t forget the power of the internet; continued development is a certainty
Key findings & Implications
Final Thoughts
•• AppearanceAppearance–Confidence–Respect–Success
•• EvolutionEvolution–Products across all industries
•• Same Same, But DifferentSame Same, But Different–Communication
Confidential & ProprietaryCopyright © 2010 The Nielsen CompanyConfidential & Proprietary • Copyright © 2007 The Nielsen Company
Thank you
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