Male vs. FemaleThe Nielsen CompanyGender Marketing Insights

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• 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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