Saudi Arabia is undergoing rapid social changes as King Abdullah endorses programs opening new doors for women. Traditionally confined to the home, Saudi women are now more independent and assertive as individualism grows. They seek equal partnerships with husbands and value careers, challenging traditional relationships. As consumer perspectives broaden with new media, brands have opportunities to connect with Saudi women undergoing self-actualization and redefining roles.

1. Saudi Arabia
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2. Historical
context
Did you know
Meet the
Since the landmark decision by OPEC to triple oil prices over 30 years
Personalities
ago, the economic trend in the GCC and in Saudi Arabia has been
increased affluence. Find out the
Trends
With the introduction of commercial TV in 1987 and then especially satellite TV in Connect &
1996, a whole new consumer perspective was born. Brands had the first true Reach them
chance to connect with consumers.
Payoffs
Today, Saudi Arabia is undergoing rapid change as King Abdullah has endorsed
Methodology
many programs which are opening doors and options especially for women both Deliverables
inside and outside their homes. The momentum for change is building like never
before.
The Saudi woman today is coming into her own, increasing individualism is
often seen as the way forward. She is self-actualizing in all sorts of ways
and redefining her roles in life. New expectations and aspirations bring into
question all the relationships in her life, she is looking for relationships which
can confirm her new ambitions. And those relationships include brand
relationships.
This era of change is now well established, it is difficult to see it
regressing. Now is the time for brands to reach out and connect with
Saudi women and to bond with these new age consumers.
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3. Historical
context
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Personalities
Saudi women aspire to equal partnership with their husbands Find out the
Trends
Connect &
Reach them
Saudi women are worried about not having a happy marriage Payoffs
Methodology
Deliverables
say that a job or career is important for women
of women and 52% of men in Saudi Arabia are obese
(source: WHO)
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4. Historical
context
What are the segment sizes? What are their demographic profiles? Did you know
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Video pen portraits of each personality – views on relationships, parenting, Personalities
beauty, health, career, education Find out the
Trends
Connect &
Reach them
Payoffs
‘Muntaleqa’ Methodology
‘Hayawia’ Deliverables
Freedom Drive
‘Ijtima’eya’ ‘Qeyadeyah’
Belonging Power
‘Baitootyah’ ‘Zakiya’
Reassurance Control
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5. Historical
context
Did you know
Meet the
Personalities
Find out the
Trends
Education Health & Wellbeing Beauty Connect &
Reach them
Respect Payoffs
Relationships
Religion Methodology
Mother’s Role
Deliverables
Self-Identity Marital Expectations Family Values
Technology
And the changing
role of her ‘SELF’ in
the context of
Family and
Community
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6. Historical
context
Did you know
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Cues on communication strategy – execution cues of style, copy and Personalities
emotional elements, how should characters be portrayed? etc.  Find out the
Understand the best way of connecting with the personalities Trends
Connect &
Reach them
Touch point analysis – which are relevant? (7 broad categories), media
Payoffs
habits channels and genres, internet activities and genres, lifestyle 
Reach them in the most relevant manner Methodology
– traditional and non-traditional media Deliverables
Mass Point of
Indirect
Media Sale
Sponsorship
Digital One-on-one
/ Events
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7. Historical
context
HOW CAN BRANDS STRENGTHEN THEIR
Did you know
RELATIONSHIPS WITH THESE CONSUMERS?
Meet the
Personalities
Find out the
Trends
Connect &
Reach them
Payoffs
Methodology
Deliverables
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8. Historical
context
Did you know
Meet the
Personalities
1,000+ Quantitative Interviews Find out the
Trends
50+ Qualitative Interviews Connect &
Reach them
Expert Interviews Payoffs
Methodology
Deliverables
• Along with ½ day presentation, the report is available on self
running DVD with voice over narration and scripted hard copy.
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