MvF June 232010 Final Presentation

8/8/2019 MvF June 232010 Final Presentation

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Male vs. FemaleThe Nielsen Company

Gender Marketing Insights


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Nielsens commitment to deliver you the

Bigger Picture in Vietnam


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Today

What makes men and women tick?

Male grooming...a growing opportunity?

Where do we start?

Question and Answer


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Research Design

Nielsen Qualitative Study

12 Focus Group Discussion (FGD)HCMC= HN = 6 FGDs

Males and females18- 45 years oldHIB 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 Vietnamand total Thailand and Korea

Nielsen VietnamGeneration V study

November 2009n=273 (HCM, HN)Males & Females

15 to 24 years oldHIB all classes

Macro Economic data

Vietnam Government Statistics Office


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Whatmakes men

and womentick?


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The Female Brain is Wired Differently Than

the Male Brain

2010 NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary. 6

a larger prefrontal c ortex

/ sea t of reason/

a larger insula

/ center of gut feelings /

a larger anterior c ingulate cortex

/ sea t of worry/

a larger corpus c allosum, the regionc onnec ting the two hem ispheres of

the brain

/ greater ab ility to multi-task and see

big picture c onnec tions/

a sma ller amygda la/ sex and ag gression/


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Attraction is more than skin deep

Personality

SuccessAppearance

AppearanceKnowledge

Attraction Levers


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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 looksand manner

Family man


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Men are different so women need to

be understanding

Ideal Woman

Decent manners whenspeaking

Family-oriented

Family-orientedDecent 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


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Traditional roles still abound

Breadwinner

Breadwinner

Pillar andProtector

Pillar andProtector

Smart,macho,

successful

Smart,macho,

successful

Expect todo bigthings

Expect todo bigthings

Home-maker

Home-maker

Care-giver

Care-giver

Weak/Needs

protection

Weak/Needs

protection

Gentle,feminine

submissive

Gentle,feminine

submissiveWhat men really want &

What women find attractive =

SUCCESS

All males want to earn a lot ofmoneythats going to get females

respect and attraction

Emergence of femalebread winners

30% earning for self/family


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Expectations and aspirations drive

value of appearance

88% Appearance isimportant

I want to be respected by others 52 I want to be respected by others 56

I want to feel confident to thepeople I meet

47I want to feel confident to thepeople I meet

49

I want to be attractive to theopposite sex

34I want to create a professionalimage at work

32

I want to create a professionalimage at work

29 I want to look good for myself 31

I want to look good for myself 26I want to be attractive to theopposite sex

25

I want to stand out from the

crowd

25 I want to stand out from the crowd 23

% VeryImpt

% VeryImpt

Tools forsuccess


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How far can you go for the sake of

appearance? Cosmetic surgery?

Both genders will not go this far!

83% Agree

I think peoplecould make gooduse of cosmetic

surgery, but do not

go too far byhaving a lot of

things to be fixed


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Men use accessories but women expect

men to smell good as well

Clothes (97%)

Shoes (87%)

Personal careproducts (56%)

Mobilephones (94%)

Motorbikes (82%)

Products men useto attract women

Products womenexpect men to use

Clothes (86%)

Perfume/Cologne (40%)

Shoes (64%)

Motorbikes (65%)

Mobilephones (66%)


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Women could use more scent and sparkles

Products womenuse to attract men

Products men expectwomen to use

Clothes (96%)

Mobilephones (85%)

Shoes (87%)

Motorbikes (67%)


Clothes (87%)

Shoes (64%)

Perfume/Cologne (79%)

Accessories/Jewelries (55%)



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Traditional values remain well entrenched though they are beingchallenged

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


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MaleGrooming

~ A growingopportunity


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Confidence gained from appearance is

driving curiosity for personal care products

Motivation for usingPersonal 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 personal

hygiene

To look good for myself

To attract the opposite

sex

To have a good

impression to others

Males

Females

It is common formales to use

personal care.Grooming is a

way to show ourrespect to others.

I think its quitegood when males

also groom forthemselves. Id be

proud of myboyfriend if hes

well-groomed andconfident.


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The grooming evolution

Sophisticated

Basic

Males look for simpleproducts that have clearfunctionality and problemsolving benefits

Males care more abouttheir hair, their clothes &shoes than their face &body.

Certain sophisticatedneeds are yet to berecognized

Females are willing toinvest more time and effortin personal care/ personalgrooming

Females care about theirbody from top to toe andare willing to use almostany products to look better& feel better


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High potential to expand basic

products for menSophisticated

Basic

100

93

74

71

56

53

34

31

31

Shampoo

Razors

Shaving cream

Deodorant

Hair gel

Body wash

Fragrances

Hair conditioner

Facial wash

10097

97

89

84

71

62

60

56

51

19

ShampooBody 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


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The potential for mens PC products is real

with growth seen in the market

11

27

24

3

14

(4)

Shampoo Deodorant Facial Cleanser

Men Segment Women/ Unisex

Men Vs. UNISEX TOTAL 6 CITIES-NEW

VOLUME % Chg YA2 5

9 6 6 1 4

81

16

43

6

22

(1)

16

(20)

(2)(2) (3)

-40

-20

0

20

40

60

80

100

Sham

poo

Moist

Face

Cleanser

Deod

orant

Person

alWash

Hair

Styling

Ha

irColor

ing

Cologn

e

LipsC

are

Category Men segment

1 317

622

57

131

73

18

0

2040

6080

100

120

140

Shampoo Hair

Conditioner

Facial

Cleanser

Hand&Body

Lotion

Personal

Wash

Deodorant

Category Men segment


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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%)

Donts

Pay attentionto needs

Important benefits Refreshment (36%) Anti-aging (27%) Deep cleansing (15%)

Males and females havedifferent characteristics ~different skin types and

different conditions;therefore there should bedifferent product lines. We

males will welcome any newfor-men ideas as long as

they serve different needs.


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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%)

Donts

Pay attentionto needs

Important benefits Refreshment (36%) Anti-aging (27%) Deep cleansing (15%)

It is not necessary to

have smooth & suppleskin like females want. Ionly wish my skin isclear and acne-free. I

dont like too white skinas it might reflect aweak and kind of

feminine image

Males and females have

different characteristics ~different skin types anddifferent conditions;

therefore there should bedifferent product lines. We

males will welcome any newfor-men ideas as long as

they serve different needs.


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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, morebenefits, more

products

For me, usingmoisturizer and bodylotion is critical as it

helps to keep my skin

smooth and moist.Also they help toprevent skin aging.

Facial wash can onlykeep your face clean.Its not sufficient for

the skin.


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Whats in store for the future?

I want to prevent my lips from

drynessyet most lipcareproducts now are for females

Lip balm

Dark-circleremover

Hygienewash

Mini-martsfor men

We stay up late a lotforfootball or workhence need

to remove eye puffs and darkcirclesand need a strong

one as our skin is differentfrom females

We definitely need to keep

personal hygiene as womenbut

none of such products have beenavailable

I wish there is a supermarket formales onlywhere I can

comfortably browse and examineproducts and prices before buying

what I want


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More products are becoming non-exclusive

Beer

RazorsRazors

Wine

CigarettesCigarettes

HygieneHygiene

washwash

LipcareLipcare

Anti-shadow

eyes cream

Moisturizer

Body cream/lotion

Sun block

Life InsuranceLife Insurance

Credit cardsCredit cardsLaptop/PC

TVs

Shampoo

MobilephonesMobilephones BarSoap

ToothpasteToothpaste

Deodorants

Shower gel FacialFacial

CleanserCleanser

Milk

HairConditioner

Beer


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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 isgrowing there but always cater to country and societal nuances


Speak Respond CommunicateUnderstand Observe


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Where to

start?


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Point 1 Catch the Hot Boys

95

88

81

15-24 y.o

25-39 y.o

40-50 y.o

15 24 years oldRoughly 1.45 million males in HCMC and HanoiSpends VND 357,000 per week

Clothes

10%

Hi-techgadgets

11%

Others39%

Food40%

~$555/yr ~$568/yr

~$142/yr~$156/yr

58%

55%

33%

31%

I want to feel confident to the

people I meet

I want to be respected by

others

I want to be attractive to the

opposite sex

I want to stand out from the

crowd

Importance of appearanceImportance of appearance Reason why appearance is importantReason why appearance is important


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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


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How to reel them in

Get their friends

Key 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:

HihiheheZingKenh14Dantri

Be mindful of the price

Spending influence Price (74%)

Brand (69%) Promotion (51%) Product reviews (49%) Advertisement (42%) WOM (35%)

Promos can sparkusage for other

products

Top promotions for personal careproducts

Increase volume/ quantity (Eg. increasevolume 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)


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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 buy3-4 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 onlybuy 1 or 2 that fits us the most.

Females are different, they can buy3-4 shirts for example, even though

they only try 1-2 of them.

We males normally have a plan ofwhat to buy before shopping.

Females might just go unplanned

and end up buying a lot of things.

We males normally have a plan ofwhat to buy before shopping.

Females might just go unplannedand end up buying a lot of things.

I dont like to bargain. If I find agood quality product that suits me, Iwill just pay for it and go. My wife isdifferent, she always takes time to

bargain down the price.

I dont like to bargain. If I find agood quality product that suits me, Iwill just pay for it and go. My wife isdifferent, she always takes time to

bargain down the price.

Bargain-hunter,

impulsive, easyto influence

Quality-seeker, grab

and go, plannedshopping

Needs FulfillmentNeeds Fulfillment JourneyJourney


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No matter what industry youre inTickle

women with a price discount and assure men ofquality

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

shoppingconsiderations


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TV is king but still have window for targeted

communication

DailyDaily

DailyDaily

DailyDaily

WeeklyWeekly


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TV is king but still have window for targeted

communication

DailyDaily

DailyDaily

DailyDaily

WeeklyWeekly

I have the habitof reading

newspapers overa cup of filtercoffee in the

morning. Its myown time. Sorelaxing and

indulging

Magazines arevery informative.They have topicsthat suit me. Imupdated with the

latest fashiontrends.

I surf everyday tokeep updated with

news. Then I candiscuss and chatwith my friends at

cafes. Ill look quitedull if I dont knowabout the thingsthat they discusswith each other


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33

37

22

8

27

42

25

5

I like to watch advertisements and

usually 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 pay

much attention on them

Generally I don't like advertisingMalesFemales

Show me the benefitand the price!

Functionalbenefits(64%)

Functionalbenefits(64%)

Attitude towards advertisement

70% arealmostunaffected

70% arealmost

unaffected

Excitingambience

(33%)

Excitingambience

(33%)

Attractiveprices(53%)

Attractiveprices(53%)

Attractingelements of TVC


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While TV is the most common way to reach bothgenders, it is not so for other forms of media.

Men are buyers while women are shoppers

And dont forget the power of the internet; continueddevelopment is a certainty



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Final Thoughts

AppearanceAppearanceConfidenceRespectSuccess

EvolutionEvolutionProducts across all industries

Same Same, But DifferentSame Same, But DifferentCommunication


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Confidential & ProprietaryCopyright 2010 The Nielsen CompanyConfidential & Proprietary Copyright 2007 The Nielsen Company

Thank you

Any questions, please email:

[email protected]

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MvF June 232010 Final Presentation

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