Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore

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MOTHERING EXCELLENCE

Exploratory Study of Mothers in Asia

WHY MOTHERING EXCELLENCE?

To understand the strategies for the booming baby market: China has a RMB 100 billion baby care market 40% growth in India in baby care market Indonesia has a population of 17 million, less than 4 years old

FROM MOTHER MARY TO MINSUH……

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Mother exemplifies maternal

instinct and whole hearted

commitment to motherhood.

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Women care as much as she

provides; she earns and contributes

to the family income. Singular to

multiple roles of women leading to

change in dynamics of relationships

Women plan a definite path for

herself and for her family……oocyte

cryopreservation (freezing eggs)

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“The hand that rocks the cradle is the hand that rules the world” William Ross Wallace

‘Eye of the Cultural Storm in Asia’

WHY ASIA? • Asia might be just one continent

but the culture of each market is

different just as their mothering

styles.

Therefore we looked at…….

• What are the mothering

styles prevalent in each

market?

• How does this affect them

when it comes to their

category and brand

choices? What influences

their choices?

• How to effectively

communicate to them?

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WHO DID WE SPEAK TO & HOW? • Mothers aged 25 – 45 years (both older and younger

mums)

• Mothers in 6 markets for now: China, India, Vietnam,

Thailand, Philippines, Singapore (metro markets)

• Influencers/elders and experts

• We approached them through

• Online spaces

• Consumer interviews

• Expert interviews

• Studied them through desk research

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Our people centric approach - Censydiam

Cultural Insights How do the social and cultural

factors affect the approach to

motherhood and the related

behaviours?

What differences among

countries?

Human Insights

What is the implicit human

meaning of motherhood?

What are the main

motivations?

Trends What specific trends is

possible to detect when it

comes to motherhood? What

consequences on the

behaviour searched?

Insights on Brand and

the Category What specific needs characterize

the approach to the different

product categories and brands?

KEY

OVERALL

INSIGHTS

WHAT ARE THE LENSES USED?

WHAT IS OUR STORY FOR TODAY?

What is the fundamental meaning of mothering in Asia today?

What are the reasons for the change in mothering styles compared to past?

How does each culture express motherhood?

So what implications does it have for brands?

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MOTHERS DEFINITION OF HER ACTIONS……

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What the child can bring for

me?

The gain for self through the

relationship with their children.

Her reward, her success

What I can bring to the

child?

Being participative, contribute

to building a bond of

companionship and trust with

the child

Follow my instincts:

The strive for letting go, letting the child

be, enjoying motherhood to the fullest.

Without getting bogged down, without

stress

Follow the rules:

The strive for being rational, precise. Doing

the right things for the child, following norms

of mothering (set by self and society), to be

in control of her own life

SHE IS LIKE A POTTER ….

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SHAPING LIVES

A VERY ACTIVE APPROACH TO MOTHERING AS COMPARED TO A PASSIVE, GUIDING ROLE OF YESTER YEARS

HER OWN CHANGING ROLE

• She is working towards a

goal, herself (whether

working or housewife)

• Defined by her own

accomplishments beyond

motherhood.

• Her role as a parent is

larger than as a mother –

equally the face of the

family.

• Being a mother is one of

the many roles she is

occupied with.

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KEY MOTHERING STRATEGIES

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4 - 5 STRATEGIES ACROSS EACH MARKET

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SHAPING LIVES

DEFINING THE STRATEGIES

WINNING Status and recognition in society is a driving need. She wants success and position in

society and her child is her way of achieving that..

PERFECTING Taking charge of their children, preparing them, not letting things to chance and minimize

risk. To cope unhindered with the fast-paced life and intensive pressure.

NURTURING Protecting the child, providing them with a safe and warm environment, away from

harshness of the world

Kindness, gentle, safe, trusted/ known

GIVING Create lasting bonds with the child, enjoying motherhood to the fullest, making the child and

self happy. There is a lot of sacrifice and giving in this relationship which is emotionally

satisfying .

ENJOYMENT Fun in mothering, living and enjoying childhood

It is openness, experimentation, facilitation, excitement.

CHANGES IN MOTHERING STRATEGIES

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SHAPING LIVES

1 DOMINATING STRATEGY IN EACH MARKET

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SHAPING LIVES

Singapore: Preparing to be part of the societal success

India: Bringing out the best in a child So that he shines and with him the family shines

Thailand: making the child future ready through the art of perfection and commitment

China: Preparation towards success in life and making the mother proud

Vietnam: Giving all the love, attention and stimulation to help become a person everyone will love

Philippines: Nurturing to be a good Pinoy by providing

them the best.

ONE UNIVERSAL TENSION

WINNING OR PREPARING TO WIN

TIME TO LOVE & ENJOY

JOURNEY OF A MOTHER

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TENSION VARIES ACROSS CULTURES

HIGH COMPETITIVE MARKETS CHINA, INDIA, SINGAPORE

LESS COMPETITIVE MARKETS PHILIPPINES, VIETNAM

THAILAND

PREDOMINANT STRATEGIES IN EACH MARKET

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IT’S ALL ABOUT WINNING

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TO PREPARE

THEIR CHILDREN TO

OUTDO OTHERS AND

MAKE HER PROUD

BRINGING OUT THE BEST

IN A CHILD

SO THAT HE SHINES AND

WITH HIM THE FAMILY

SHINES

WINNING - INDIA VERSUS CHINA

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• For the mums in China , it is about

winning all the way and making a life of

success.

• The child’s win is also about herself.

• She believes she is making

compromises for herself.

• Benchmarks for success are global. .

• Nurturing for her originates from fear

(food security, pollution etc.). She feels

greater responsibility in protecting her

child.

• In India, also about winning but

focus is on the child.

• Winning is about evoking the best in

the child or claiming something and

being recognized for it.

• Benchmarks for success are global.

• Nurturing is about looking after

every need of the child in a warm

and gentle manner. She relies on

expert guidance or tried and tested

ways

THAILAND ‘PREPARES TO WIN’

• Increased competition to compete with ASEAN.

Singapore is the benchmark for mums in Thailand

• Thai women have to walk the tight rope between modern

thinking and traditional / religious values

• Despite successfully juggling career and motherhood,

Thai mothers still want to be accepted as warm and

caring.

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MAKING THE CHILD FUTURE READY THROUGH THE ART OF PERFECTION AND COMMITMENT

GIVING – VIETNAM VERSUS PHILIPPINE

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GIVING THE CHILD ALL THE

LOVE, ATTENTION AND

STIMULATION TO BECOME

SOMEONE EVERYONE WILL

LOVE

NURTURING THEM

TO BE A GOOD PINOY

AND GIVING THEM THE

BEST ONE CAN AFFORD

SINGAPORE LEADS THE WAY!

• Winning is the more common and overt motivation expressed by the kiasu mums.

• Growing sense of need to let go, be free and enjoy motherhood. There are times

when the mother wants to soak in the experiences and just be – enjoyment

strategy

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PREPARING TO BE A PART

OF THE SOCIETAL SUCCESS

MARKETING IMPLICATIONS

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WHY IS ALL THIS IMPORTANT?

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WHY IS ALL THIS IMPORTANT?

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Strategy for future

THE FUTURE

= VITALITY

CODES FOR VITALITY

Enjoyment with a purpose

Enjoyment packed yet bite size

Experimentation

Enrichment

Freedom

Self-confidence

Vitality will be very purpose driven. Mothers start realizing that they all

have a certain success that they have achieved, a gift, a certain potential.

Brands, could help mothers to recognize their strengths and support them in

maximizing and optimizing what they already have!

Mothers want their kids to experience life and try to help

them learn along the way

There is an increased focus in allowing you kid to experience

and learn a little of everything, in the hopes that kids will learn the concept of versatility early in life

OPTIMIZING POTENTIAL

OPTIMIZING POTENTIAL

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THANK YOU!

Platinum Sponsor

Association Partners

Media Sponsors

Twitter Hashtag #QUAL360

November 20-21, 2013 | Singapore