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Investec: Embarking on a voyage of discovery - Crafting a market-leading premium financial product
MRS Awards, Winner, MRS Awards, December 2013
This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally.
This article describes research by Investec, the financial services company, which was used to change the way new products are designed and launched globally. With tight deadlines, the research needed to reach high net worth individuals (HNWs) in different parts of the world. The project had six stages: ensuring Investec teams across the world were on-board with the decided approach; defining the segment of HNWs that should be targeted; working with the marketing team to recruit participants; creating a luxury research experience; facilitating peer-to-peer conversations; and delivering insights to Investec through a workshop. The research informed a new product launch targeting HNWs.
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.
Understanding India: Insights into a rapidly-changing market
Lena Roland, Event Reports, November 2013
This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets.
This event reports looks at the current shifts reshaping Indian society, and how brands can respond. As a nation characterised by enormous economic, cultural and linguistic diversity, India presents a challenge to marketers used to more homogeneous markets. However, the vast number of young, increasingly-affluent consumers constitutes a huge opportunity, as do residents of smaller towns in rural parts of the country. Digital tools such as mobile are particularly promising for engaging these audiences, but marketers must also recognise and reflect the frugal habits pursued by many shoppers.
The growth of digital: A South African perspective
Global TGI, Dispatches 16
This report discusses patterns in digital consumption in South Africa, arguing that it differs to patterns observed in other emerging economies.
This report discusses patterns in digital consumption in South Africa, arguing that it differs to patterns observed in other emerging economies. Higher income groups in South Africa, thought to drive consumption, continue to have high levels of print media consumption. Though internet use is growing, it is slower than the global average. South Africans rely on recommendations from friends/family in purchasing decisions, but are sceptical of celebrity endorsement.
Meeting the needs of affluent Asian consumers
Low Lai Chow, Event Reports, ad:tech Singapore, June 2013
This report draws on insights from a survey of 7,000 wealthy Asian shoppers conducted by Agility Research & Strategy.
This report draws on insights from a survey of 7,000 wealthy Asian shoppers conducted by Agility Research & Strategy. It revealed that the automotive and travel categories were in an especially strong position across the region, although brands in these sectors must respond to the rising use of digital media by high-earning customers. Another trend currently reshaping the market is the growth of "Generation AAA", a group of ambitious, aspirational and affluent young consumers with distinctive preferences and a love of luxury brands.
Britain Thinks: We all want to be middle class - however we describe it
Deborah Mattinson, Market Leader, Quarter 3, 2013, pp. 19-19
This article compares surveys about class in Modern Britain from BritainThinks and the BBC's Great British Class Survey: research which was published in April 2013.
This article compares surveys about class in Modern Britain from BritainThinks and the BBC's Great British Class Survey: research which was published in April 2013. Both sets of research are most interested in the growing "middle class", which accounts for 71% of the population. These are split into several distinctive segments, from young, affluent urban workers to those who are culturally middle class but are also very short of money, to the oldest and wealthiest segments. What binds these groups together is that British social class is unashamedly about status. Many respondents were proud to call themselves middle class – a motivation, the article suggests, that successful marketers will understand.
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.
Marketing luxury cars in India
Varsha Jain and Kruti Patel, Warc Exclusive, Mudra Institute of Communications, January 2013
This article charts the history of the luxury automobile sector in India and highlights what Indian luxury consumers look for in a car purchase.
This article charts the history of the luxury automobile sector in India and highlights what Indian luxury consumers look for in a car purchase. They are not just attracted by the enhanced driving experience offered by luxury marques; additional features such as comfort, style, power and a sense of exclusivity are important. The luxurious German brands - Mercedes-Benz, Audi and BMW - offer a sense of investment, and hence do well in the Indian market. Major trends include the focus of automotive marketers on smaller cities alongside large, and the fact that Indian consumers adopt international customs rapidly. Due to the youth and technological-savvy of many luxury car buyers in India, digital and social are important strands of typical marketing strategies. Other popular channels include events, training sessions and private parties in order to get customers acquainted with the brand.
Affluence in America: A financial view of the mass affluent
Nielsen, October 2012
This US report by Nielsen explores the Mass Affluent consumer segment (representing 11% of all US households), which consists of seven distinct groups, each with its own lifestyles, media patterns and preferences.
This US report by Nielsen explores the Mass Affluent consumer segment (representing 11% of all US households), which consists of seven distinct groups, each with its own lifestyles, media patterns and preferences. With sophisticated and selective media consumption, the Mass Affluent is one of the most difficult segments to reach and even harder to sell to. Such preferences should be considered by financial services and retail companies in their marketing plan. The report suggests marketers will need to use strategic marketing solutions to find and win over these under-the-radar wealthy households.
Happiness is... the Western middle classes
Josie Farnsworth, Global TGI, Dispatches 8, September 2012
The middle classes has seen rapid population growth - from 1.4bn to 2.6bn between 1990 and 2005. This survey from TGI Global of the middle classes from ten different countries shows that consumers in the West tend to be both happier with their current standard of living and more optimistic for the future, relative to their counterparts in less affluent but faster-growing markets.
The middle classes has seen rapid population growth - from 1.4bn to 2.6bn between 1990 and 2005. This survey from TGI Global of the middle classes from ten different countries shows that consumers in the West tend to be both happier with their current standard of living and more optimistic for the future, relative to their counterparts in less affluent but faster-growing markets. In these markets, people are more likely to see money as a measure of success and are more willing to sacrifice family time for career success. TGI suggests opportunities for marketers in these markets.
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