CONSUMERSUnderstandingUnderstanding

NEEDS

Benefit of Powerful Brands Fiercely loyal consumers

Sustain premium prices

License to travel between categories and across borders

“A Powerful brand, speaks volumes about the success of any major

organization.”

Ralf Matthaes, TNS Vietnam

because these brands

& reflect our DREAMSproject our aspirations,

ConsumersNeeds

Meaning of brand

(image)

Relationship with Brand

Things that give a brand its

identityhelp build relationships

with consumer

Starting point is…

Consumer

At TNS, we call it…

motivational research

and we use…

A PsychologicalPsychological ModelModel To decode the DriversDrivers of Consumer Behavior

Archetypes are Fundamental, Innate and Universal

Archetypes are an implicit part of our psychology, a universal template for how we view our world, and what drives our behaviour.

“The collective unconscious.”Carl Jung

Explicit, conscious

Language of words

Identity Needs

Gratification Expressive

Functional Needs

Product Features

Social Values

Symbology

Identity Needs

Emotive NeedsImplicit, unconscious

Language of archetypes

A Model Of Archetypes

Outward directed Extroverted

Inward directedIntroverted

DominanceAssertiveness Individuality

Receptivity Passivity Affiliation

Based on the 2 key dimensions underlying all

human behaviour

Within this framework we find 6 archetypal

personalities

And 6 archetypal feelings

“Me”“We”

“Dynamic”

“Static”

Hollywood Recognises The Power of Archetypes

Video

in the last 10 years

how haveShopping changed

The market – 1995 – 2005 – 2015?

Many more brands available now compared to 10 years ago

Vietnamese consumers enjoy new shopping experience - the Plaza-mania!

Consumers become more segmented, and 10 mil. more consumers compared to 10 years ago

Street shops have become “old-fashioned”, due to shopping venue choice

Shoppers concerned with where they shop and are more brand-conscious

In 1995, only 4 InternationalMilk brands were availablein Vietnam. Today there arewell over 30…. & in 2015 ?

In 1995, there were no modern trade outlets in

Vietnam. Today there are well over 100.. & in 2015?

From 2003 to 2004, Street shop shopping frequency has declined by 3%... & in

2015?

In 1999, only 33% of shoppers we concerned with brand names. Today

53% are brand conscious & in 2015?

The Trade Channel Battle

Where do I go shopping in the city? Benthanh market, Co-op Mart, Metro or Diamond Plaza?

Where do I get the best deal?

What can I find there?

How is the shopping experience like there?

What’s for “me” and what for “us”?

Oliver Holmes

“Man has his will - but woman

has her way”

I am responsible for 70% of all shopping decisions in my

household!

Men beware! Hold on to your wallets!

to understand

Usinglanguage of

archetypeshopper needs

Six Types of Shopper

Active Active Shopper Shopper

Active Active Shopper Shopper

Individual Individual Shopper Shopper

Individual Individual Shopper Shopper

Discerning Discerning Shopper Shopper

Discerning Discerning Shopper Shopper

Caring Caring Shopper Shopper

Caring Caring Shopper Shopper

Sensible Sensible ShopperShopper

Sensible Sensible ShopperShopper

Carefree Carefree Shopper Shopper

Carefree Carefree Shopper Shopper

Who are they?

What images they aspired to?

Friendly, Friendly, sociable, sociable, family-family-

orientedoriented

Modern, Modern, dynamic anddynamic and

confident confident

Fashionable, Fashionable, fun and fun and

stylish stylish

Upmarket, Upmarket,

unique andunique and

sophisticatedsophisticated

Intelligent, Intelligent, mature,mature,

professional professional

Traditional,Traditional,

kind andkind and

gentle gentle

Active Active ShoppeShoppe

r r

Active Active ShoppeShoppe

r r

Individual Individual Shopper Shopper

Individual Individual Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

Caring Caring Shopper Shopper

Caring Caring Shopper Shopper

Sensible Sensible Shopper Shopper

Sensible Sensible Shopper Shopper

Carefree Carefree Shopper Shopper

Carefree Carefree Shopper Shopper

Their Shopping destination – ACTIVE SHOPPER

Welcoming, easy and familiar.

Value for money and convenient

Modern stores, vibrant colours, lively.

Go in and find the one quickly

Bright & fun. With character & lots of

variety.Prominence of latest brands/new arrivals

Distinctive, novel ideas and evolving.

Look for origin & prestige

Well-organised & tidy.

Look for sensible choice that shows good

taste

Quiet, peaceful and private.

Spend time for meaningful items

Active Active ShoppeShoppe

r r

Active Active ShoppeShoppe

r r

Individual Individual Shopper Shopper

Individual Individual Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

Caring Caring Shopper Shopper

Caring Caring Shopper Shopper

Sensible Sensible Shopper Shopper

Sensible Sensible Shopper Shopper

Carefree Carefree Shopper Shopper

Carefree Carefree Shopper Shopper

Their Shopping destination – INDIVIDUAL SHOPPER

Welcoming, easy and familiar.

Value for money and convenient

Modern stores, vibrant colours, lively.

Go in and find the one quickly

Bright & fun. With character & lots of

variety.Prominence of latest brands/new arrivals

Distinctive, novel ideas and evolving.

Look for origin & prestige

Well-organised & tidy.

Look for sensible choice that shows good

taste

Quiet, peaceful and private.

Spend time for meaningful items

Modern stores, vibrant colours, lively.

Go in and find the one quickly

Bright & fun. With character & lots of

variety.Prominence of latest brands/new arrivals

Distinctive, novel ideas and evolving.

Look for origin & prestige

Active Active ShoppeShoppe

r r

Active Active ShoppeShoppe

r r

Individual Individual Shopper Shopper

Individual Individual Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

Caring Caring Shopper Shopper

Caring Caring Shopper Shopper

Sensible Sensible Shopper Shopper

Sensible Sensible Shopper Shopper

Carefree Carefree Shopper Shopper

Carefree Carefree Shopper Shopper

Their Shopping destination – DISCERNING SHOPPER

Welcoming, easy and familiar.

Value for money and convenient

Well-organised & tidy.

Look for sensible choice that shows good

taste

Quiet, peaceful and private.

Spend time for meaningful items

Active Active ShoppeShoppe

r r

Active Active ShoppeShoppe

r r

Individual Individual Shopper Shopper

Individual Individual Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

Caring Caring Shopper Shopper

Caring Caring Shopper Shopper

Sensible Sensible Shopper Shopper

Sensible Sensible Shopper Shopper

Carefree Carefree Shopper Shopper

Carefree Carefree Shopper Shopper

Their Shopping destination – CARING SHOPPER

Welcoming, easy and familiar.

Value for money and convenient

Modern stores, vibrant colours, lively.

Go in and find the one quickly

Bright & fun. With character & lots of

variety.Prominence of latest brands/new arrivals

Distinctive, novel ideas and evolving.

Look for origin & prestige

Well-organised & tidy.

Look for sensible choice that shows good

taste

Quiet, peaceful and private.

Spend time for meaningful items

Distinctive, novel ideas and evolving.

Look for origin & prestige

Well-organised & tidy.

Look for sensible choice that shows good

taste

Active Active ShoppeShoppe

r r

Active Active ShoppeShoppe

r r

Individual Individual Shopper Shopper

Individual Individual Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

Caring Caring Shopper Shopper

Caring Caring Shopper Shopper

Sensible Sensible Shopper Shopper

Sensible Sensible Shopper Shopper

Carefree Carefree Shopper Shopper

Carefree Carefree Shopper Shopper

Their Shopping destination – SENSIBLE SHOPPER

Welcoming, easy and familiar.

Value for money and convenient

Modern stores, vibrant colours, lively.

Go in and find the one quickly

Bright & fun. With character & lots of

variety.Prominence of latest brands/new arrivals

Quiet, peaceful and private.

Spend time for meaningful items

Active Active ShoppeShoppe

r r

Active Active ShoppeShoppe

r r

Individual Individual Shopper Shopper

Individual Individual Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

DiscerninDiscerning g

Shopper Shopper

Caring Caring Shopper Shopper

Caring Caring Shopper Shopper

Sensible Sensible Shopper Shopper

Sensible Sensible Shopper Shopper

Carefree Carefree Shopper Shopper

Carefree Carefree Shopper Shopper

Their Shopping destination – CAREFREE SHOPPER

Welcoming, easy and familiar.

Value for money and convenient

Modern stores, vibrant colours, lively.

Go in and find the one quickly

Bright & fun. With character & lots of

variety.Prominence of latest brands/new arrivals

Distinctive, novel ideas and evolving.

Look for origin & prestige

Well-organised & tidy.

Look for sensible choice that shows good

taste

Quiet, peaceful and private.

Spend time for meaningful items

Where are we going to?

More brands will come! MacDonald’s, Estee Lauder, L’Oreal, DELL, Starbuck, 7 Eleven, etc

More structured & segmented distribution!

Mass media will have a huge impact on shopping venue selection!

Increased wealth will dictate choice of venue and volume of purchase

Shopping will become more recreational than a necessity, as consumers will have more time

Vietnam today

Oliver HolmesOliver Holmes

“”

insightis sometimes worth a

lifetime’s experience

A moment’s