Shifting Consumer Landscapes
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Cimigo ‘Shifting Consumer Landscapes’ – Readers Notice
� Cimigo ‘Shifting Consumer Landscapes’ provides a ‘global’ view of the Vietnamese consumer landscape.
� Cimigo ‘Shifting Consumer Landscapes’ is best presented by an experienced marketer.
� It is prepared primarily for overseas guests and new marketing staff seeking to familiarise themselves with the Vietnamese consumer landscape.
� You are welcome to use all or parts of Cimigo ‘Shifting Consumer Landscapes’in your internal business presentations provided Cimigo is shown as the source.
� Please respect the Cimigo Use and Limitations of Use of Content as detailed at www.cimigo.vn.
� Should you wish to share this presentation outside of your organisation please do not forward it; simply direct the intended recipient to www.cimigo.vn to register and download this presentation free of charge.
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Traditions and Modernity – Striking The Balance
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My Agenda
� Keeping Up With The Nguyen’s– Vietnam’s 10 Year Rapid Accession
� The Family Nguyen– How This Shapes Who We Are
� Unlocking Mrs Nugyen’s Mind and Purse– How We Can Leverage This?
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Fast Shifting Social Trends
“Nowadays freedom is an excuse for doing whatever one wants without thinking about
others; women want careers rather than families, men spend more time out of home, drinking and enjoying with their friends than
contributing to their families, women are freer with their favours and couples find it easier to
divorce without thinking of what they are doing to their families and children…”
Phuong 30 years old, from HCMC
Keeping Up With The Nguyen’s
Vietnam’s 10 Year Rapid Accession
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2000 Rapid Accession to 2010
US$27.5 billion economy
0.51 million ABC households
in 6 cites
5.8 million ABC consumers in 6 cities
US$108 million advertising spend
US$351 GDP per person
2.6 million ABC consumers in 6 cities
1.3 million ABC households
in 6 cites
US$740 million advertising spend
US$78 billion economy
US$900 GDP per person
87 million people 78 million people
The Family Nguyen
How This Shapes Who We Are
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The Family Nguyen in Conflict
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
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Core Ethos – Keeping Up With The Nguyen’s
Hope to be very successful in the
shortest time possible!
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Everyone Wants to Be Their Own Boss - Big Or Small!
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Everyone Is So Busy Getting Ahead
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
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Money (and Quickly) Makes You Happy
� Many consumers know what it is truly like to be hungry– Too wrap your feet in newspaper during winter, to lay husk to
sleep on to keep warm, to the relish of having meat at TET
� Society has come a long way. The rapid accession has polarised focus on getting ahead by getting rich very fast.
� Incredible naivety exists amongst youth today about to enter the work force regarding their prospects in society. Whilst endearing they are headed into a horrible reality check.
� That $$$ makes you happy is a value or aspiration being instilled in children. The need for making social statements of status via brands has only just begun.
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Money (and Quickly) Makes You Happy
7 in10 believe my success is defined by
my job
Only 3 in 10 like to avoid people who
show of their wealth
50% believe money is the
most important thing in my life
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
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Success is Imbued in Pride
� Fortunately for marketers, success is imbued in pride (commonly referred to as ‘face’) which has to be visual to be recognised. This leads to considerable conspicuous consumption.
2/3 Prefer branded products
6 in 10 I like to have the most up to
date gadgets
1/3 Like to buy new
brands as soon as they are launched
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My Face : My Home - Demonstrates Purchase Priorities
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
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My Missed Opportunities Are His to Take
Through the yes of my child I shall achieve success
His success is my success
He reflects on me
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
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The Nguyen’s Live in Two Worlds Today
Traditional rural Vietnam Modern Asia
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Youth Translate Consumer World to Parents
Half of Vietnam’s population are under 30.
Changing attitudes leave vast generation gaps where children are far more consumer savvy
than their parents.
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Generation Gap Widens Dramatically!
They DonThey Don’’t Know How to Listen to One Anothert Know How to Listen to One Another
No role modelsConfused parentingDifferent value appreciationInfluence from peer group
Too fast for me to catch upToo complicated to understand
Too busy to understandToo little time to earn money
The Young Ones The Old Ones
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
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Thirst for Edutainment
� Rising disposable incomes create an increasing desire to experience new opportunities.
� They really want knowledge, information and experiences
� They want to succeed, to develop, to catch up with not only the Nguyen’s next door but also the Thais in Bangkok and the Chinese in Singapore.
� They have an appetite for edutainment – will invest time and money in feeding the appetite. In doing so they open up a world of opportunities for you (the audience).
� Edutainment is the path to progress.
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Online Explosion
29
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
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Traditional Outlet for Expression of National Pride
� An outlet for expression
� An outlet for Nationalism
� Everybody gets involved - old, young, men, women, grandma -everyone
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Today’s Medium For Self Expression - Blogs
32
Source: NetCitizens down load at www.cimigo.vn
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Desperate to express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
Confused and frustrated
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Increasingly Aware of What Could Be……
Increasing Increasing opportunities opportunities
(Commercial & (Commercial & education) for womeneducation) for women
Always out of home / Always out of home / hardly stay in homehardly stay in home
Thirst for Thirst for EdutainmentEdutainment
Increasing Increasing opportunity for opportunity for outbound traveloutbound travel
More socializing out More socializing out of home, drinking, of home, drinking,
cafcaf éé, etc, etc
More international More international standard educationstandard education
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Heaviest Toll on Family – Conflict With Traditional Values
From extended to From extended to nuclear familiesnuclear families
From community to From community to individual needsindividual needs ’’
satisfactionsatisfaction
Modern day working Modern day working ethos & requirements ethos & requirements
Emerging gender Emerging gender equality & changing equality & changing
roles in society roles in society
Divorce acceptableDivorce acceptable
Change in parenting Change in parenting PrePre--marital sex marital sex the normthe norm
Materialism critical Materialism critical
Happiness defined as Happiness defined as moneymoney
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Challenging the Core of Vietnamese Motivations
Very fast changes in every aspect of life, most excited / most heady / most naive
Homebound with chores, looking
at the changes from the outside
Born freegrowing with wings
outspread, Too fast? Too early?
Changing the mostAt work but also what
he can expect from home changing
radically
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It’s Just A Chain Reaction – Changing Values
Mum
Dad
Family
Family
Family
ParalysisParalysis
65% not even hanging out with family
once a week!
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Not All Upbeat About Changing Society
Least Upbeat
Confused
Most Upbeat
Few Pre-teens
Few Teenagers
Many Older Housewives
Very few Young Adults
Some Older Housewives
Pre-teens from broken
homes
Many adult men
Many Pre-teens
Many Teenagers
Many Young AdultsEspecially women
Confident
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Consumer Paralysis At Failure to Self Acutualise
� Great expectations but not delivered
� Parents are at home less and less for family
� Adults feel confused by lack of awareness and knowledge– Men struggling with greater equality– Women desperate for recognition and self worth
� Young adults disappointed and frustrated with perceived failure to self-actualise
� Teenagers live through ‘screens’ and have no role models
� Pre-teens desperate for parental attention and affection
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Preteen Seek Attention and Affection: 11 Year Old in Hanoi
“I wish we could spend more time together as a family. Either my mother or my father or both are
never there”
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Consumer Paralysis At Failure to Self Acutualise
� Great expectations but not delivered
� Parents are at home less and less for family
� Adults feel confused by lack of awareness and knowledge– Men struggling with greater equality– Women desperate for recognition and self worth
� Young adults disappointed and frustrated with perceived failure to self-actualise
� Teenagers live through ‘screens’ and have no role models
� Pre-teens desperate for parental attention and affection
Brands Offer SolutionsBrands Offer SolutionsCoping StrategiesCoping Strategies
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The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
AfflunenzaAfflunenza
Unlocking Mrs Nguyen’s Mind and Purse
How We Can Leverage This?
44Copyright © 2010 Cimigo Download this presentation for free: www.cimigo.vn
The Family Nguyen - How This Shapes Who We Are
Youth translate the
consumer world for their
parents
Progressiveand
entrepreneurial
Happiness is money
Confused and frustratedDesperate to
express myself
Thirst for edutainment
Success is imbued in
pride
Success through the eyes of my
child
Brands Offer SolutionsBrands Offer SolutionsCoping StrategiesCoping Strategies
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Guiding Consumer Progress
Strong and sensitive male character, not afraid to give a
woman more than what he gets in return
Father as role model: spending time with
his kids
Guidance for coping with demands of work and progress at home
Encouraging parental emotional displays of
affection
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Closing the Generation Gap!
Rebuilding BridgesRebuilding Bridges
No role modelsConfused parentingDifferent value appreciationInfluence from peer group
Too fast for me to catch upToo complicated to understand
Too busy to understandToo little time to earn money
The Young Ones The Old Ones
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Guiding Consumer Progress
Interactive guidance and entertainment
Women crave self worth; need to be shown the
modern way to be giving without losing their own
identity.
An older sibling setting an example of
being ‘with it’ in today’s world
Men need to be shown the modern way to be strong - traits such as flexibility, sensitivity,
understanding yet very successful
Xin Cam On
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