Presented by Jaisy Desai, Qualitative Insights Director, Ipsos at Qualitative360 Asia 2013 19-21 November 2013, Singapore This event is proudly organised by Merlien Institute Check out our upcoming events by visiting http://qual360.com/

1. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360

2. Platinum Sponsor
Media Sponsors
Association Partners

3. MOTHERING EXCELLENCE
Exploratory Study of
Mothers in Asia
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4. WHY MOTHERING EXCELLENCE?
To understand the strategies for the booming baby market:
China has a RMB 100 billion baby care market
40% growth in India in baby care market
Indonesia has a population of 17 million, less than 4 years
old

5. FROM MOTHER MARY TO
MINSUH……
Mother exemplifies maternal
instinct and whole hearted
commitment to motherhood.
.
Women care as much as she
provides; she earns and contributes
to the family income. Singular to
multiple roles of women leading to
change in dynamics of relationships
Women plan a definite path for
herself and for her family……oocyte
cryopreservation (freezing eggs)
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6. “The hand that rocks the cradle is
the hand that rules the world”
William Ross Wallace
‘Eye of the Cultural Storm in Asia’
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7. WHY ASIA?
•
Asia might be just one continent
but the culture of each market is
different just as their mothering
styles.
Therefore we looked at…….
•
What are the mothering
styles prevalent in each
market?
•
How does this affect them
when it comes to their
category and brand
choices? What influences
their choices?
•
How to effectively
communicate to them?
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8. WHO DID WE SPEAK TO &
HOW?
•
Mothers aged 25 – 45 years (both older and younger
mums)
•
Mothers in 6 markets for now: China, India, Vietnam,
Thailand, Philippines, Singapore (metro markets)
•
Influencers/elders and experts
•
We approached them through
•
•
Consumer interviews
•
•
Online spaces
Expert interviews
Studied them through desk research
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9. Our people centric approach - Censydiam
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10. WHAT ARE THE LENSES
USED?
Insights on Brand and
the Category
Cultural Insights
How do the social and cultural
factors affect the approach to
motherhood and the related
behaviours?
What differences among
countries?
Human Insights
What is the implicit human
meaning of motherhood?
What are the main
motivations?
What specific needs characterize
the approach to the different
product categories and brands?
KEY
OVERALL
INSIGHTS
Trends
What specific trends is
possible to detect when it
comes to motherhood? What
consequences on the
behaviour searched?

11. WHAT IS OUR STORY FOR
TODAY?
What is the fundamental meaning of mothering in
Asia today?
What are the reasons for the change in
mothering styles compared to past?
How does each culture express motherhood?
So what implications does it have for brands?
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12. MOTHERS DEFINITION OF
HER ACTIONS……
Follow my instincts:
The strive for letting go, letting the child
be, enjoying motherhood to the fullest.
Without getting bogged down, without
stress
What the child can bring for
me?
The gain for self through the
relationship with their children.
Her reward, her success
What I can bring to the
child?
Being participative, contribute
to building a bond of
companionship and trust with
the child
Follow the rules:
The strive for being rational, precise. Doing
the right things for the child, following norms
of mothering (set by self and society), to be
in control of her own life
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13. SHE IS LIKE A POTTER ….
SHAPING LIVES
A VERY ACTIVE APPROACH TO MOTHERING AS
COMPARED TO A PASSIVE, GUIDING ROLE OF
YESTER YEARS
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14. HER OWN CHANGING ROLE
•
She is working towards a
goal, herself (whether
working or housewife)
•
Defined by her own
accomplishments beyond
motherhood.
•
Her role as a parent is
larger than as a mother –
equally the face of the
family.
•
Being a mother is one of
the many roles she is
occupied with.
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15. KEY MOTHERING
STRATEGIES
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16. 4 - 5 STRATEGIES ACROSS EACH
MARKET
SHAPING LIVES
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17. DEFINING THE STRATEGIES
WINNING
Status and recognition in society is a driving need. She wants success and position in
society and her child is her way of achieving that..
PERFECTING
Taking charge of their children, preparing them, not letting things to chance and minimize
risk. To cope unhindered with the fast-paced life and intensive pressure.
NURTURING
Protecting the child, providing them with a safe and warm environment, away from
harshness of the world
Kindness, gentle, safe, trusted/ known
ENJOYMENT
Fun in mothering, living and enjoying childhood
It is openness, experimentation, facilitation, excitement.
GIVING
Create lasting bonds with the child, enjoying motherhood to the fullest, making the child and
self happy. There is a lot of sacrifice and giving in this relationship which is emotionally
satisfying .

18. CHANGES IN MOTHERING
STRATEGIES
SHAPING LIVES
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19. 1 DOMINATING STRATEGY IN
EACH MARKET
Vietnam: Giving all the
love, attention and
stimulation to help become
a person everyone will love
Singapore: Preparing to
be part of the societal
success
SHAPING LIVES
India: Bringing out the
best in a child
So that he shines and with
him the family shines
China: Preparation
towards success in life
and making the mother
proud
Philippines: Nurturing to be a
good Pinoy by providing
them the best.
Thailand: making the child
future ready through the art of
perfection
and commitment
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20. ONE UNIVERSAL TENSION
WINNING OR
PREPARING TO WIN
TIME TO LOVE & ENJOY

21. JOURNEY OF A MOTHER
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22. TENSION VARIES ACROSS
CULTURES
LESS COMPETITIVE MARKETS
PHILIPPINES, VIETNAM
THAILAND
HIGH COMPETITIVE MARKETS
CHINA, INDIA, SINGAPORE

23. PREDOMINANT
STRATEGIES IN
EACH MARKET
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24. IT’S ALL ABOUT WINNING
TO PREPARE
THEIR CHILDREN TO
OUTDO OTHERS AND
MAKE HER PROUD
BRINGING OUT THE BEST
IN A CHILD
SO THAT HE SHINES AND
WITH HIM THE FAMILY
SHINES
22

25. WINNING - INDIA VERSUS CHINA
•
For the mums in China , it is about
•
focus is on the child.
winning all the way and making a life of
success.
In India, also about winning but
•
Winning is about evoking the best in
the child or claiming something and
•
The child’s win is also about herself.
•
She believes she is making
•
Benchmarks for success are global.
compromises for herself.
•
Nurturing is about looking after
being recognized for it.
•
Benchmarks for success are global. .
every need of the child in a warm
•
Nurturing for her originates from fear
and gentle manner. She relies on
(food security, pollution etc.). She feels
greater responsibility in protecting her
child.
expert guidance or tried and tested
ways
23

26. THAILAND ‘PREPARES TO WIN’
MAKING THE CHILD FUTURE
READY THROUGH THE ART
OF PERFECTION
AND COMMITMENT
•
Increased competition to compete with ASEAN.
Singapore is the benchmark for mums in Thailand
•
Thai women have to walk the tight rope between modern
thinking and traditional / religious values
•
Despite successfully juggling career and motherhood,
Thai mothers still want to be accepted as warm and
caring.
24

27. GIVING – VIETNAM VERSUS
PHILIPPINE
GIVING THE CHILD ALL THE
LOVE, ATTENTION AND
STIMULATION TO BECOME
SOMEONE EVERYONE WILL
LOVE
NURTURING THEM
TO BE A GOOD PINOY
AND GIVING THEM THE
BEST ONE CAN AFFORD
25

28. SINGAPORE LEADS THE WAY!
•
Winning is the more common and overt motivation expressed by the kiasu mums.
•
Growing sense of need to let go, be free and enjoy motherhood. There are times
when the mother wants to soak in the experiences and just be – enjoyment
strategy
PREPARING TO BE A PART
OF THE SOCIETAL SUCCESS
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29. MARKETING
IMPLICATIONS
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30. WHY IS ALL THIS IMPORTANT?
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31. WHY IS ALL THIS IMPORTANT?
Strategy for future
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32. THE FUTURE
= VITALITY

33. CODES FOR VITALITY
Vitality will be very purpose driven.
Mothers start realizing that they all
have a certain success that they have
achieved, a gift, a certain potential.
Brands, could help mothers to recognize
their strengths and support them in
maximizing and optimizing what they
already have!
Enjoyment with a purpose
Enjoyment packed yet bite size
Experimentation
Enrichment
Freedom
Self-confidence

34. OPTIMIZING POTENTIAL
Mothers want their kids to
experience life and try to help
them learn along the way
There is an increased focus in
allowing you kid to experience
and learn a little of everything, in
the hopes that kids will learn the
concept of versatility early in life

35. OPTIMIZING POTENTIAL
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36. THANK YOU!
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37. Platinum Sponsor
Media Sponsors
Association Partners

38. November 20-21, 2013 | Singapore
Twitter Hashtag #QUAL360