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Understanding_Asian_Trends_through_Needscope--Louise_Fu,TNS
1.
Understanding Asian Trends
through NeedScope ©TNS 2012
2.
In the fast
developing Asian markets, now more than ever, brands need emotion to grow Products are more easily duplicated – emotion is key to differentiate Mature markets represent little growth – need to think about new categories and peripherals Ability to cross borders – successful brands leverage human feelings and needs has the ability to leverage across cultures and geographies Current economic climate – need a strategy that is sustainable and beyond price competition ©TNS 2012 2
3.
Through NeedScope –
access to consumers needs that are culturally specific CONSUMER NEEDS Functional needs Carefree Dynamic Identity needs Emotive needs Friendly Assertive Symbology Caring Competent Social values Product features BRAND IMAGE ©TNS 2012 3
4.
Trends in the
Asian markets – an observation in the beauty and luxury categories 01 02 03 Brands tapping into Process Innovation How digital changes the Asian values for brands consumer brand decision making ©TNS 2012 4
5.
Trends in the
Asian markets – an observation in the beauty and luxury categories 01 02 03 Brands tapping into Process Innovation How digital changes the Asian values for brands consumer brand decision making ©TNS 2012 5
6.
In the Western
cultures, beauty is about enhancement It is about moving up the scale and; Solving problem ©TNS 2012 6
7.
Brand communications indicate
products and brands as hero ©TNS 2012 7
8.
In Asia, beauty
is the starting point… It is about restoring and preserving one’s inborn beauty and bringing out the innate beauty within you ©TNS 2012 8
9.
Brands communications want
to align with the Asian values and meeting culturally specific needs of Asian consumers It is not just about Leveraging culture Natural takes on a the credibility of a and making it real different meanings single SKU but an to consumers in Asia alignment between consumer values and brand philosophy ©TNS 2012 9
10.
From products to
lifestyle It is not just about the credibility of a single SKU but an alignment between consumer values Fancl kiosk in Tokyo and brand selling health drinks philosophy at train stations Offers protein diet and other oral health products as a total package to beauty ©TNS 2012 10
11.
More recently, Estee
Lauder launches Osaio – a brand inspired by Chinese medicine with a diagnostic approach It is not just about “This proprietary diagnostic approach the credibility of a accounts for influencing factors both single SKU but an inside the skin and on its surface. alignment between consumer values Inspired by both Chinese medicine and brand and Western dermatology, the Osiao philosophy Diagnostic Method measures a range of parameters related to a woman’s life, health and beauty, including age, lifestyle, environment, stress, fatigue, body condition, skin condition, exercise and diet.” http://www.cosmeticsandtoiletries.com/networking/n ews/company/173135461.html ©TNS 2012 11
12.
Leverage of knowledge
of cultural heritage of ingredients that are well known and trusted by Asian consumers Sulwhasoo Leveraging culture – a Korean and making it real brand to consumers features a story about Ginseng as an ingredient and takes it across borders to markets like China ©TNS 2012 12
13.
Address the Asian
focus on details and personal experience Leveraging culture Local stories and making it real featuring real to consumers consumers, their experience and feedback Celebrity personal usage experience and endorsement ©TNS 2012 13
14.
The meanings of
“natural” differs in Asia as in the West Natural takes on a When Asian consumers talks about different meanings “natural” – by that they do not mean that in Asia they do not want to do anything about the current state of affair, just that they do not want others to note the amount of work and efforts that are being put in…. “I enjoy compliment from others saying my skin is naturally smooth “Korean ladies prefer natural and and glowing. No one knows that I nude makeup, that drives the have put my makeup on…” (Chengdu, popularity of BB cream …” (Mioggi luxury skincare brand user, 30-35 Beauty Adviser) y.o.) ©TNS 2012 14
15.
“Natural” takes slightly
different meanings… Understated Reflective Pure Beauty Mysterious Style and Intelligence Rare Beauty Simple and Basic sophistication ©TNS 2012 15
16.
Trends in the
Asian markets – an observation in the beauty and luxury categories 01 02 03 Brands tapping into Process Innovation How digital changes the Asian values for brands consumer brand decision making ©TNS 2012 16
17.
An example of
Process Innovations Innovation from Albion: After cleansing, use milky lotion first (instead of watery lotion or toner) Albion claims this stabilizes and softens the skin, enabling subsequent skincare products to be absorbed better ©TNS 2012 17
18.
The marketing edge
of understanding local cultures and specific consumers needs Look natural and beautiful without showing the effort Carefree Dynamic Friendly Assertive Caring Competent Needs of being in control, responsible for yourself and the relevance of process innovation ©TNS 2012 18
19.
Process innovations, innovations
base on more than products Recognized Consumers consumers as an usability and details active part of the focus equation ©TNS 2012 19
20.
Asian consumers believe
that product efficacy has everything to do with consumer sophistication Recognized Personal log consumers as an of usage and active part of the feedback – equation distributed by brands and created by self Using the The right right product way or regimen ©TNS 2012 20
21.
Include tools and
applicators and consider user experience in the process of innovations Consumers usability and details focus Brands feature applicators and tools in their brochure and communication Visual guide on how and how much to use ©TNS 2012 21
22.
“In Asia, beauty
is all about the reach towards an ideal through active involvement …..” (Quote from Not Just a Pretty Face: The Cultural Context of Beauty in Asia by Nazia Du Bois, O&M) ©TNS 2012 22
23.
Trends in the
Asian markets – an observation in the beauty and luxury categories 01 02 03 Brands tapping into Process Innovation How digital changes the Asian values for brands consumer brand decision making ©TNS 2012 23
24.
Digital is ingrained
in the urban lifestyle of most Asian consumers And the way to reach out to consumers is getting more complex ©TNS 2012 24
25.
Digital consumers in
Asia are spending the most time online compared with ROW Hours per week on Internet for Leisure 20.7 19.0 17.8 16.8 16.1 15.3 14.9 Asia Pacific North America South/East Middle East & North/West Sub-Suharan Latin America Europe North Africa Europe Africa Source: Digital Life 2011 ©TNS 2012 25
26.
Managing the way
consumers experience the brand WOM takes on a Virtual brand It is not just online much wider experience is but mobile online meaning possible and likely geographically – as to influence brand far as language and choice and comprehension purchase decision permits ©TNS 2012 26
27.
Cross fertilization across
markets – imply media strategy that crosses borders Increasing cross-culture and cross-country influences due to accessibility of online media Example of how 牛爾老師 (Teacher Niuer), beauty expert in Taiwan, reach out to China audience via online forums ©TNS 2012 27
28.
Virtual brand experience
influence purchase Reading and discussing about the brand – comments from consumer in Jiangsu province of China BBS forum 閨蜜網 In big market like China, http://product.kimiss.c om/product/43396 Stock up and buy once not all consumers have the have the chance to travel benefits of first hands to major cities or abroad brand experience ©TNS 2012 28
29.
Rapid adoption of
accessing the internet on mobile devices is driving digital in Asia % who use mobile internet weekly 61 52 36 22 11 Global China Developed Asia Emerging Asia India Source: Mobile Life 2012 ©TNS 2012 29
30.
+70% of internet
users in China use mobile phone for access 3.88 million of users access internet via mobile phone ©TNS 2012 30
31.
Banks is one
of the leading industries in mobile apps development ©TNS 2012 31
32.
Frequency of accessing
these fashion mobile sites are daily among users ©TNS 2012 32
33.
Marketing content needs
to be optimized for mobile internet Estee Lauder US Estee Lauder Clinique Mobile Mobile Site China Site Application Mobile friendly but only caters Chinese website on mobile Application available in 6 to the US market products. phone not optimized. Not as languages, including Chinese. Not available in Chinese. easy to navigate the site. Content is all localized. ©TNS 2012
34.
Trends in the
Asian markets – opportunities to build consistent brands, communicate locally and keeping it fresh 01 02 Brands tapping into the Process Innovation 03 How digital changes consumer brand Asian values for brands decision making To engage Asian Think process Leverage digital and consumers at brand innovation and user mobile media as brand philosophy level experience as ambassadors and platform for increase brand visibility To align with Asian innovation consumer values in brand communications ©TNS 2012 34
35.
THANK YOU Contact: Louise.Fu@tnsglobal.com www.tnsglobal.com
©TNS 2012
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