资源描述
,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,TheVietnameseToday:ChangingFamilyDemands,APULSEpresentationbyMcCannEricksonVietnam,July2004,1,TheVietnameseToday:ChangingFam,Key Insight,Todays Vietnamese family is faced with unique challenges brought about by an evolution of needs which appear to be happening faster than it should.,How fast?,They never pass through the age of pagers nor analog phones,they went straight to GMS and CDMA technology in just 3 years.,From bicycles to motorbikes to automobiles and now SUVs in a span of 5 years,Michael Jackson has no relevance to them,Britney has.,2,Key Insight2,Key Insight,What threads todays demands across all groups(FB,IB,CB)is the need for information,news,ideas that will improve their experiences,knowledge and information.,They all want to embrace the outside world but appear not to be in a hurry to do so.They are optimistic that gateways will open or have opened for them to enjoy and savor these new ideas from the world.,The gateways of new information is coming from the media,IT,education overseas,travel,3,Key Insight3,PULSE:Changing Family Demands,Family Builders:The Emerging Vietnamese Moms,4,PULSE:Changing Family Demand,Key Insights,The Emerging Mom,Vietnamese moms are at a phase of discovering new information and new technology that is almost of the same level with the youth(eg.Internet,new fun brands,self-improvement gadgets),These new opportunities from current wave of IT have inspired them to think and behave more assertively,more decisively.,Stability at home and a healthy family life is still every moms ultimate aspiration,however they have opened up to the need for self-improvement in knowledge,in skills,and in experience.,5,Key Insights5,PULSE Findings,Basic values inherent to moms when it comes to family and the,home is the same today as it was before.,Key difference between yesterdays mom and todays is the emergence of technology and new information that women are getting hooked into.,Also,todays higher income have given them more decision-making rights at home and more personal luxuries.,There is a growing number of women who are opting for divorce,as they begin to gain more confidence to face society as a single parent.,6,PULSE FindingsBasic values inh,PULSE Findings,The emergence of new information have turned into,“discoveries”of opportunities which allow them to :,explore beyond the basic home management routine;,be a bit more adventurous or innovative in handling their responsibilities to the family and home;,self-improve,7,PULSE FindingsThe emergence of,Todays Emerging Mom,They want to improve themselves personally knowing that such improvements can make them better home managers and better individuals.,8,Todays Emerging Mom8,Todays Emerging Mom,They go for home care,personal care,fashion and fun brands like:,Ponds Facial care line,Panasonic kitchen appliances,Electrolux cleaning appliances,DKNY apparel,Ralph Lauren apparel,Meizan Cooking Oil,These items give them not only the feel of luxury but convenience as well since it is what they need after a days challenge at the office.,9,Todays Emerging MomThey go fo,PULSE:Changing Family Demands,Career Builders:The MBA Generation,10,PULSE:Changing Family Demand,Key Findings,Todays career builders are ambitious,driven,yet highly sociable.,They are ambitious in their achievements.Always wanting for more whether tangibly or intangibly.,They have a strong drive to make it to the top of the ladder since the opportunities already abound.,They are like social butterflies.Always networking,using social venues to unwind as well as drive their business goals.,11,Key FindingsTodays career bui,Key Insight,Todays career builders are the MBA generation.,They seek for opportunities that will earn for them more knowledge,better skills,higher pay.,Theres a bounty of educational opportunities that offer further learning in business,technical,language both in Vietnam and overseas like Australian business schools that have mushroomed in HCM in the last 2 years.There is a growing market for British and US overseas educational placements despite their ridiculously steep prices.,12,Key InsightTodays career buil,Key Insight,Belonging to the MBA-gen,they need tools that will help equip them with the confidence to achieve better things.,Tools that will enhance their networking(IT,mobile phone,travel services),Tools that will make them ooze with confidence(fashion,personal/oral care,transport,club membership,real estate),Tools that will advance their learning and prepare them for the next corporate level(language courses,overseas/corporate/business training or courses).,13,Key Insight13,Key Insight,While driven to succeed,VN career builders are natural-born social butterflies.,The social network system in Vietnam is so interesting such that information travels at unbelievably light speed.,Networking and socializing are one and the same for them such
展开阅读全文