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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Branding for Women
A Roper Reports Analysis
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
agenda THE
1 Consumer understanding by measuring personal values
2 Romanians values in the global context
3 Most important and least important personal values of Romanian women3 Most important and least important personal values of Romanian women
4 Shopping Styles, Indulgence, Entertainment and Socializing Activities
driven by personal values
5 Conclusion
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
by measuringpersonal values
Consumer Understandingby measuringpersonal values
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Marketing Communications
Researching lifestyles and personal values in order to offer you a competitive edge
Personal values
BrandPositioning
Channels
Lifestyles
How people live their lives
Personal values
How people want to live their lives
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Roper Reports Worldwide Methodology
� 39,274 interviews with 15+ year old consumers in 26 countries
Providing insight into the lives and values of the world since 1997…
� Sample size in Romania: 1028 respondents
� Coverage in Romania: representative for urban population
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Roper Reports Worldwide Coverage
National sample
Urban Urban w/o lowest Socio Economic Segments
Western EuropeFranceGermanyItalySpainSwedenUK
Central EuropeCzech RepublicPolandRomania
North AmericaUSACanada
Latin AmericaMexicoBrazilArgentina
Russia Other countriesEgyptSouth AfricaTurkey
Asia/ PacificAustraliaJapanTaiwanKorea
ChinaIndiaIndonesiaThailand
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Groups of values make up typologies
Self reliance
Freedom
Being youthfulHaving fun
Self esteem
Open mind Social toleranceHonesty
Family HelpfulHedonism
Self-directionNurturing
Survival
Pleasure People
Modesty
Working hard
Sex
Tradition
Traditional gender roles
Faith
Self esteem
Knowledge
Self interest
Wealth
Status
Looking good
Survival
Tradition
AchievementAchievement
Power Tradition
SocialSocial-- rationalsrationals
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
In the GlobalContext
Romanian ValuesIn the GlobalContext
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
While two years ago Romania was placed in the Power quadrant, in 2010 we resemble tradition oriented countries more
USA
UK
Sweden
SpainPoland Italy
Germany
Czech RepublicCanada
AustraliaArgentina
Pleasure People
World Value Map in 2010
Power Tradition
USA
Turkey
Thailand
Taiwan
South Africa
Russia
Poland
Mexico
Korea
Italy
Indonesia
India
France
Egypt
China
BrazilRomaniaJapan
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
9 7 12 7
27 38 2527
17 16
% distribution of consumers by value orientation
Romania is more traditional than Globally, but owns a similar sized group of Achievers, as in 2010 this group significantly decreased as compared to 2008
2008 2010
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26
16 27
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410
713
1112
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12 10 14 10
Global Romania Global Romania
Self-directeds Achievers TraditionalistsNurturers Socialrationals SurvivorsHedonists
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
46 50 5140 36
51 4655
There are more women among Traditionalists and Nurturers and more men among Hedonists
% distribution of Value Types in Romania by gender
54 50 4960 64
49 5445
Romania Self-directeds Achievers Traditionalists Nurturers Socialrationals Survivors Hedonists
Male Female
GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Personal ValuesOf Romanian women
Most important and least importantPersonal ValuesOf Romanian women
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Top 10 Personal Values of Romanian Women
The top 10 values considered extremely important by all population are
82%declare Protecting the family as being extremely important
74%mention Material
61%mention Faith
60%mention Knowledge
population are also most important personal values for women
extremely important personal value = 7 on a scale from 1 to 7
mention Material security
68%mention Honesty
63%mention Stable personal relationships
62%mention Freedom
mention Knowledge
57%mention Friendship and Thrift
56%mention Enjoying life
GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Indulgence, Entertainment
Shopping Styles,
and Socializing Activitiesdriven by personal valuesdriven by personal values
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Young Generation uses more ways of indulging compared to other generations, they have indicated on average 4 activities, mature women 3and senior 2.
% of women who do these when they want to indulge themselves
Recreation activities Shopping activities Outdoor and
entertainment activities
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
ConclusionConclusion
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Conclusion
� Start with Your Brand: Identify Your Brand’s Underlying Values
Values offer a truly global understanding of consumers which breaks national frontiers and traditional views on demographics
� Understand Your Consumers: Which Values Are Most Relevant to Your � Understand Your Consumers: Which Values Are Most Relevant to Your
Consumers
� Develop a Ownable Connection to Consumers: Where Do Your Brand Values
and Consumer Values Intersect (What If They Don’t?)
� Be Relevant: Values segmentations are a starting point - Execute Taking into
Account Demographics, Lifestage, Lifestyles and Geography
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GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011
Thank you!
Contact:Contact:Irina Craciunescu
Senior Research Consultant