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Busting "myths" about China's low-income consumers: Learnings from P&G
Low Lai Chow, Event Reports, Qualitative 360 Asia, November 2013
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day.
This event report looks at qualitative research conducted by Procter & Gamble as it sought to understand Chinese consumers living on less than $2 per day. The firm discovered that quantitative studies can sometimes be misleading, as shown by the gap between the number of people who own a washing machine and those that had a water supply allowing them to use it. Further "myths" included the assumptions that cheap products would automatically be preferred, that authority figures lacked influence, and that low-income consumers would have a limited input when it came to talking about potential innovations.
The making of India into a brand
Sangeeta Shrivastava and Pradeep Krishnatray, Warc Exclusive, November 2013
This report describes the development of 'Brand India', considering central coordination of marketing by the government, the effect of economic development - with particular attention paid to the IT industry, and the role of tourism.
This report describes the development of 'Brand India', considering central coordination of marketing by the government, the effect of economic development - with particular attention paid to the IT industry, and the role of tourism. India's high growth rate and large outsourcing industry has attracted international business attention: this was built on at Davos in 2006 with a large marketing campaign. The 'Incredible !ndia' campaign, a tourism marketing campaign that ran over several years, is also described. In 2013 India faces several challenges: slowing growth has dampened excitement about the country, with the domestic consumer market impacted by inflation. Investment and growth are expected to continue, but future marketing efforts should focus on credibility.
Luxury brand marketing: Socially affluent
Steve Yi, Admap, November 2013, pp. 36-37
This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach.
This article argues that Twitter is more useful than Facebook for targeting luxury brand consumers through social media, as it allows a more personalised approach. LinkedIn and Facebook are both mass communication methods. If luxury brands target affluent consumers through these channels, they risk alienating people who aspire to the brand. Twitter and similar platforms allow personal communication and increase access to staff members who can provide information and services to affluent consumers.
Mythbuster: Stereotypes about grandparents
Les Binet and Sarah Carter, Admap, September 2013, pp. 9-9
This article criticises the lack of attention paid to grandparents in the UK, US and Europe as they take on greater responsibility for their grandchildren.
This article criticises the lack of attention paid to grandparents in the UK, US and Europe as they take on greater responsibility for their grandchildren. People are now becoming grandparents younger, and staying grandparents for a longer proportion of their lives. At the same time grandparents are increasingly supporting their children with childcare. This article argues that grandparents represent an under-utilised marketing opportunity for goods relating to children, including food, toys, health and holidays.
Midlife Women: Embracing power and avoiding invisibility in global consumer markets
Euromonitor Strategy Briefings, May 2013
This paper analyses the state of midlife women, aged 45-64 years old, around the world. The proportion of midlife women is highest in mature markets but by total numbers, most live in China and India.
This paper analyses the state of midlife women, aged 45-64 years old, around the world. The proportion of midlife women is highest in mature markets but by total numbers, most live in China and India. While there are increasing proportions of women in paid employment, they still do not earn pay equal to men and many value time as much as work. The presentation also includes charts that cover midlife women's desire to try new products and services, political representation and celebrity influences.
How to justify 'premium' for the emerging affluent Chinese consumers?
Sirius Wang and Troy Hakansson, Millward Brown Asia, Point of View, April 2013
This article examines the rise of the affluent class in China - the top third of the population by income - and how marketers can engage with them.
This article examines the rise of the affluent class in China - the top third of the population by income - and how marketers can engage with them. It examines whether brands can provide unique functional and emotional values to meet more than just the basic functional demands of consumers to effectively balance "high premium" and "high attractiveness" and become a "justified premium brand". Only 7% of the 600 brands in Millward Brown’s 2011 and 2012 BrandZ Chinese database earn this label, with loyalty driven by their dynamism and salience. These brands are influential in their innovation and media communication, and seen as being creative, in control, assertive and trustworthy. To achieve this status, a brand should grasp relevant market opportunities and position itself accurately, avoiding a positioning that is too extreme while maintaining uniqueness. Examples of brands that have achieved this are Septwolves, a men's apparel brand, and Blue Moon, a laundry care brand.
The emergence of the Indian mid-life crisis
Kartikeya Kompella, Warc Exclusive, April 2013
This article looks at the recent development of mid-life crises among Indian men. It covers the changes in Indian society that have led to men in their forties feeling a lack of satisfaction in their lives, primarily through increased wealth, time and a stronger sense of individuality.
This article looks at the recent development of mid-life crises among Indian men. It covers the changes in Indian society that have led to men in their forties feeling a lack of satisfaction in their lives, primarily through increased wealth, time and a stronger sense of individuality. The article suggests ways that brands can help men negotiate this time of life, including alleviating boredom with tailored holiday packages and creating apparel ranges that appeal specifically to this group. Employers are advised to pay particular attention to this group to prevent unhappiness in the workplace, leading to the loss of experienced and key personnel.
Introducing American Boomers: Marketing's most valuable generation
Nielsen, April 2013
This presentation suggests marketing methods to better access the US Boomer generation, and includes examples from Diamond Foods, Walgreens and Depend.
This presentation suggests marketing methods to better access the US Boomer generation, and includes examples from Diamond Foods, Walgreens and Depend. The Boomers represent a massive opportunity for marketers. Boomers represent 50% of dollar spend and 35% of the US population, but only 10-15% of advertising spend is targeted at them. In five years time Boomers will control 70% of US disposable income. Boomers are increasingly moving towards technology, including social media, online shopping and watching television.
Older people, newer strategies
Pathamawan Sathaporn, Mindshare, Original Thinkers, March 2013
This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing.
This article looks at marketing to segments of the aging population group (age 55+) in Thailand, where birth rates and life expectancy are increasing. The urban segment is more information driven (high digital media and newspaper consumption), while in rural areas where income levels are lower, there is higher consumption of television. There is no one particular 'prime time' moment for communication, as they have the time and the money to do as they please. The older the target, the more proof they demand before believing what they hear or see; equally, they care about product quality over price.
Media leverage: How Unilever is engaging Asia's middle class
Low Lai Chow, Event Reports, Festival of Media Asia, March 2013
This report covers an address by Unilever’s Rahul Welde, in which he discusses the growth of megacities and the middle class in Asia, and the steps that Unilever is taking to engage this new demographic.
This report covers an address by Unilever’s Rahul Welde, in which he discusses the growth of megacities and the middle class in Asia, and the steps that Unilever is taking to engage this new demographic. He sees an opportunity for marketers to tap into a vast new audience, increase product usage among existing customers and optimise targeting across a fragmented marketplace. When discussing media, he outlines four areas in which Unilever is leveraging its activities to maximise performance: data, mobile, content and partnerships.
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