Recommandé
Recommandé
Contenu connexe
Similaire à Understanding consumer lp final
Similaire à Understanding consumer lp final (20)
Dernier
Dernier (20)
Understanding consumer lp final
- 6. Benefit of Powerful Brands Fiercely loyal consumers Sustain premium prices License to travel between categories and across borders
- 7. “A Powerful brand, speaks volumes about the success of any major organization.” Ralf Matthaes, TNS Vietnam
- 8. because these brands project our aspirations, & reflect our DREAMS
- 9. Relationship with Brand Meaning of Consumers brand Needs (image)
- 10. Things that give a brand its identity help build relationships with consumer
- 12. At TNS, we call it… motivational research and we use…
- 13. A Psychological Model To decode the Drivers of Consumer Behavior
- 14. 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 Functional Needs Identity Needs Identity Needs Implicit, unconscious Emotive Needs Explicit, conscious Language of Gratification Expressive Language of words Symbology archetypes Social Values Product Features
- 15. A Model Of Archetypes “Dynamic” Based on the 2 key dimensions underlying all Outward directed Extroverted human behaviour Within this framework we find 6 archetypal Receptivity Dominance Passivity Assertiveness personalities Affiliation Individuality “Me” “We” And 6 archetypal feelings Inward directed Introverted “Static”
- 16. Hollywood Recognises The Power of Archetypes
- 17. Video
- 18. how have Shopping changed in the last 10 years
- 19. The market – 1995 – 2005 – 2015? In 1995, only 4 International Milk brands were available in Vietnam. Today there are well over 30…. & in 2015 ? Many more brands available now compared to 10 years ago In 1995, there were no Vietnamese consumers enjoy new shopping modern trade outlets in experience - the Plaza-mania! Vietnam. Today there are well over 100.. & in 2015? Consumers become more segmented, and 10 mil. more consumers compared to 10 years ago From 2003 to 2004, Street shop shopping frequency has declined by 3%... & in Street shops have become “old-fashioned”, 2015? due to shopping venue choice In 1999, only 33% of Shoppers concerned with where they shop and are shoppers we concerned more brand-conscious with brand names. Today 53% are brand conscious & in 2015?
- 20. 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”?
- 21. I am responsible for 70% of all shopping decisions in my household! “Man has his will - but woman has her way” Oliver Holmes Men beware! Hold on to your wallets!
- 22. Using language of archetype to understand s hopper n eeds
- 23. Six Types of Shopper Carefree Carefree Active Active Shopper Shopper Shopper Shopper Sensible Shopper Individual Individual Sensible Shopper Shopper Shopper Caring Caring Discerning Discerning Shopper Shopper Shopper Shopper
- 24. Who are they?
- 25. What images they aspired to? Fashionable, Modern, fun and dynamic and stylish confident Friendly, Upmarket, sociable, unique and family- sophisticated oriented Traditional, Intelligent, kind and mature, gentle professional
- 26. Their Shopping destination – ACTIVE SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
- 27. Their Shopping destination – INDIVIDUAL SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Welcoming, easy Shopper Shopper Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Caring Discernin Discernin prestige Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
- 28. Their Shopping destination – DISCERNING SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
- 29. Their Shopping destination – CARING SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
- 30. Their Shopping destination – SENSIBLE SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
- 31. Their Shopping destination – CAREFREE SHOPPER Bright & fun. With character & lots of Modern stores, variety. vibrant colours, lively. Prominence of latest Go in and find the brands/new arrivals one quickly Carefree Active Carefree Active Shopper Shopper Shopper Shopper Welcoming, easy Distinctive, novel and familiar. Sensible Individual ideas and evolving. Sensible Shopper Individual Value for money Shopper Shopper Shopper Look for origin & and convenient Caring Discernin prestige Caring Discernin Shopper g Shopper Shopper g Shopper Quiet, peaceful and private. Well-organised Spend time for & tidy. meaningful items Look for sensible choice that shows good taste
- 32. 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
- 33. Vietnam today
- 34. “insight A moment’s is sometimes worth a ” lifetime’s experience Oliver Holmes
Notes de l'éditeur
- This presentation is intended as an introduction to NeedScope ™ for people who haven’t worked with the system before. It overviews the theory and provides a case-study so clients can see output. It’s quite comprehensive but you can easily present a simplified version, cutting this down as appropriate. Ideally you show the NeedScope ™ software in action as this is even clearer demonstration of the power of the system. If you’re pitching for an actual project you could use components of this presentation along with a section tailored to the needs of their project. The notes with each slide essentially provide a script which you can tailor to your client. Emphasise that NeedScope™ is about brand building through better meeting needs of consumers.
- Two fundamental axes form the basis of the NeedScope ™ model. This is the skeleton for building a model – the key is to put flesh on the bones which is tailored to the category. On the left the horizontal axis is about the need for affiliation and receptivity. The opposite of this on the right hand side is more about individuality and assertiveness. So the left is about the need to belong and feel part of things while the right is about the need to stand out. We can all identify with this concept and imagine where different personalities we know may sit on this spectrum. And we can relate this to products and brands – some brands give us a feeling of being part of things, others help us stand apart from the crowd and assert our individuality. The vertical axis divides the model into extroverted and introverted poles. The extroverted is more outward directed and the introverted more inward directed. In the marketing context brands that satisfy more extroverted needs make us feel free and liberated and brands which satisfy more introverted needs make us feel comforted or in control.
- Hollywood does it better than anyone. Some movies and TV shows are popular all over the world because they capture the archetypes. Terminator – the waarior Apprentice – the king Jmes Bond – sophisticated and in control Nemo – nuturing Friends – the modern ‘family’ Legally Blonde – fun, entertainment, comedy
- Chart 12 END ‘ Man has his will but woman has her way’ - which I am sure you will agree with Michael. PAUSE. So on that note let me introduce Michael Cook and Roz Calder, highly experienced researchers, co-managing directors of NeedScope International and co-founders of NeedScope Roz, Michael…
- The Active Shopper, Individual shopper, Discerning shopper, Caring shopper, Sensible shopper and Carefree shopper. We can see how the underlying dynamics of the NeedScope model are evident here, but it has now been tailored to reflect shoppers in the greeting card market.
- Chart 11 I hope I have convinced you why you should consider NeedScope to help you lock in your customers and deliver you with greater insight so you can develop appropriate marketing strategies to win and retain customers. Before I hand over to Michael and Roz let me leave you with this final thought which I think sums up the importance of insight, from Avery appropriate from American writer and physician, Oliver Holmes ‘A moment’s insight is sometimes worth a lifetime experience’. PAUSE. But what I really like about him is that he is the man who also said...