BRICS ESOMAR charts FINAL

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Published on November 23, 2007

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Building in the BRICs: Market understanding and strategic development for international brands:  Building in the BRICs: Market understanding and strategic development for international brands ESOMAR Global Diversity Conference Miami, 9-10 May 2006 Roberto Lobl and Geoff Wicken Introduction: The BRICs:  Introduction: The BRICs Introduction to BRICs:  Introduction to BRICs BRICs Fundamentals:  BRICs Fundamentals Big Opportunities and Challenges:  Big Opportunities and Challenges Our Data Source: TGI:  Our Data Source: TGI Slide7:  Poland China N. Ireland Rep of Ireland USA Mexico India Japan Nigeria Canada Norway Sweden GB France Germany Spain Italy Greece Israel Bulgaria Romania Hungary Slovakia Slovenia Czech Rep Serbia Russia Turkey Kazakhstan Saudi Arabia Colombia Chile Argentina Venezuela Brazil Peru Puerto Rico South Africa Iran Indonesia Ukraine Croatia Malaysia Ecuador Thailand Hong Kong Taiwan Singapore Philippines Australia New Zealand UAE Kenya Uganda Tanzania Lebanon Kuwait 50+ countries across 6 continents TGI Countries Egypt TGI Survey Details:  TGI Survey Details Mainstream Consumer Target Population:  Mainstream Consumer Target Population Indicator Measures:  Indicator Measures Social Indicators:  Social Indicators Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Durable Goods Ownership:  Durable Goods Ownership Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Recent Purchasing:  Recent Purchasing Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Indicator Measures:  Indicator Measures China and Russia seem to be the more developed of the four, with figures frequently close to Europe. China has higher ownership levels but with modest growth. India has the lowest figures of all but also shows the highest growth Brazil stands in the middle with figures sometimes closer to China and Russia and sometimes to India. It’s unquestionable that it has a serious education problem and this is a barrier to further development. Use of Media:  Use of Media Print and TV:  Print and TV Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Other Media:  Other Media Source: Global TGI Base: 20-54 year olds, living in main cities 5 Top Newspaper Content Topics :  5 Top Newspaper Content Topics Source: Global TGI Base: 20-54 year olds, living in main cities Top TV Genres:  Top TV Genres Source: Global TGI Base: 20-54 year olds, living in main cities Top TV Genres:  Top TV Genres Source: Global TGI Base: 20-54 year olds, living in main cities Top TV Genres:  Top TV Genres Source: Global TGI Base: 20-54 year olds, living in main cities Top TV Genres:  Top TV Genres Source: Global TGI Base: 20-54 year olds, living in main cities Media in the BRICs:  Media in the BRICs Source: Global TGI Base: 20-54 year olds, living in main cities Underlying Values and Attitudes:  Underlying Values and Attitudes Three Relevant Groups:  Three Relevant Groups Answers are very similar in all the BRICs countries, indicating that they share the same pattern of attitudes or values. Shared also by the European countries. This group is called Universal values. Contrast between BRICs and western (European) attitudes and values. We have called these Specific values. Attitudes and values which vary within BRICs countries, indicating that these may be too localized to be compared, or even divergent. These are the Divergent values. Universal Values:  Universal Values Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Universal Values:  Universal Values “How I spend my time is more important than the money I make” “It is important to keep young looking” “I enjoy spending time with my family” “I don't like the idea of being in debt” “I think it’s important to have a lasting relationship with one partner” “I have a practical outlook on life” Specific Values:  Specific Values Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Specific Values:  Specific Values “I like to pursue a life of challenge, novelty and change” “It's important my family thinks I'm doing well” “Because of my busy lifestyle, I don't take care of myself as well as I should” “I really enjoy any kind of shopping” “Money is the best measure of success” “I would be prepared to pay more for environmentally friendly products” Divergent Values:  Divergent Values Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Divergent Values:  Divergent Values “I am a vegetarian” “My faith is really important to me” “I am very good at managing money” “Real men don't cry” “I like taking risks” “It is important to be attractive to the opposite sex” “I like to stand out in a crowd” Values and Attitudes:  Values and Attitudes Universal values are basically related to the importance of the family and to a conservative behaviour. Brand images related to conservative and unadventurous values can be considered to be risk- free and can be positively associated with universal values Specific values are related towards one’s image to the family or society. Success seems to be the driving force behind most of these specific statements. Success and social ascension can be positively associated in most BRICs countries, as the struggle for social ascension is considered to be a sign of a healthy society. Divergent values are statements much more related to very local attitudes or values, and often are controversial issues rooted in local culture. Global companies have to be extremely careful regarding controversial issues, which may work very well in some countries but can become destructive in others. Factors of Special Significance:  Factors of Special Significance Orientation – International and Local Focus:  Orientation – International and Local Focus Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Brands - Experimentation and Loyalty:  Brands - Experimentation and Loyalty Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Communications – Openness and Word of Mouth:  Communications – Openness and Word of Mouth Source: Global TGI Base: 20-54 year olds, living in main cities (BRICS); all (Europa) Trends:  Trends Trends:  Trends Already BRICs consumers are spurring demand for cars and mobile phones, and better food, furnishings, and clothes Looking at trends in consumer behaviour over recent years can help identify where further growth opportunities might lie as the BRICs economies develop Some examples from key product categories… Mobile Phone Trends: Rapid Growth:  Mobile Phone Trends: Rapid Growth Source: Global TGI 2001 2005 Brazil 42% 69% Russia 7% 58% India 9% 40% China 40% 79% Base: 20-54 year olds, living in main cities Mobile phone ownership is growing at a rapid pace in all of the BRICS markets Internet Trends: Steady Growth:  Internet Trends: Steady Growth Source: Global TGI Base: 20-54 year olds, living in main cities % internet users (broadest definition) Internet usage is rising steadily in Russia, India and China, contributing to worldwide user growth Automotive Trends: Room for Growth:  Automotive Trends: Room for Growth Source: Global TGI Base: 20-54 year olds, living in main cities Car owned in household Levels of car ownership in the BRICs markets are low relative to developed nations, but there is clear potential for growth Super Consumers: A Key Group to Target:  Super Consumers: A Key Group to Target Identifying the Super Consumers :  Identifying the Super Consumers Each population is divided into four Socio-Economic Levels (SEL) Group 1: Top 10% Group 2: Next 20% Group 3: Next 30% Group 4: Next 40% Deriving the SELs:  Deriving the SELs Points-scoring system, based on educational achievement and durables ownership The 13 items and their points values: Why target the Super Consumers?:  Why target the Super Consumers? In each of the BRICs markets they: Have higher than average income Are the first to try out new products and brands Establish a base among the Super Consumers Uptake should spread to the mass market Success a good indicator of long-term brand viability Visiting McDonalds:  Visiting McDonalds Source: Global TGI Base: Total measured adult population Nescafe Instant Coffee:  Nescafe Instant Coffee Source: Global TGI Index Base: Total measured adult population Strategies for Success:  Strategies for Success Slide49:  Brand 1. Coca Cola 2. Moça 3. Colgate 4. Veja 5. Bombril 6. Hellmann’s 7. Sorriso 8. Omo 9. Knorr 10. Sadia Category Soft Drinks Condensed Milk Toothpaste Household Cleaners Scouring Pads/Sponges Mayonnaise Toothpaste Laundry Soap/Detergent Seasoning/Bouillon Cold Cuts Users (m) 41.3 35.2 35.2 32.1 32.0 30.4 30.0 29.8 29.4 29.3 Users (%) 68.0 57.9 57.9 52.9 52.7 50.0 49.3 49.1 48.5 48.2 Source: TGI Brazil 2005 Top Brands - Brazil Base: Total measured adult population Red text = brands owned by international companies Slide50:  Brand 1. Hozyaystvennoe 2. Fairy 3. Bonduelle 4. Makfa 5. Baltimor 6. Belizna 7. Rossiyskiy 8. Duru 9. Krestyyanskoe 10. Zolotaya semechka Category Laundry Soap Washing up Liquids Canned Vegetables Packeted Pasta Tomato Ketchup Bleach Cheese Toilet Soap Butter Vegetable Oil Users (m) 35.4 29.4 27.8 27.1 25.0 22.6 21.4 21.2 20.6 20.1 Users (%) 58.7 48.7 46.1 44.9 41.5 37.5 35.4 35.1 34.1 33.3 Source: TGI Russia 2005 Top Brands - Russia Base: Total measured adult population Red text = brands owned by international companies Slide51:  Brand 1. Britannia 2. Parle 3. Tata 4. Vim 5. Pepsi 6. Dettol 7. Brooke Bond/Lipton 8. Maggi Masala 9. Amul 10. Coca Cola Category Biscuits Biscuits Salt Scouring Products Cola Antiseptic Liquid Packet Tea Instant Noodles Butter Cola Users (m) 62.6 52.2 49.8 46.8 45.7 44.0 40.1 39.4 37.1 34.7 Users (%) 86.9 72.4 69.1 64.9 63.4 61.0 55.6 54.7 51.4 48.2 Source: TGI India 2005 Top Brands - India Base: Total measured adult population Red text = brands owned by international companies Slide52:  Brand 1. Safeguard 2. Colgate 3. Rejoice Hot Oil 4. Coca Cola 5. Crest 6. Pepsi 7. Kang Shi Fu 8. Wrigley’s Doublemint 9. San Xiao 10. KFC Category Soap Toothpaste Shampoo Cola Toothpaste Cola Instant Noodles Chewing Gum Toothbrushes Fast Food Restaurants Users (m) 50.8 48.8 39.6 39.2 38.1 37.3 34.3 34.3 30.8 30.7 Users (%) 72.4 69.5 56.3 55.9 54.3 53.2 48.9 48.9 43.9 43.8 Source: TGI China 2005 Top Brands - China Base: Total measured adult population Red text = brands owned by international companies Category Flooding:  Category Flooding Slide54:  Tea Brands by Age Group - Russia Source: TGI Russia 2005 Target: All category consumers Base: Total measured adult population Slide55:  Tea Brands by SEL - Russia Target: All category consumers Source: TGI Russia 2005 Base: Total measured adult population Slide56:  Target: All category consumers Source: TGI Russia 2005 Detergent Brands by SEL - Russia Base: Total measured adult population Slide57:  “The New Russians” Slide58:  Target: All category consumers Source: TGI India 2005 Toilet Soap Brands by SEL - India Base: Total measured adult population Slide59:  Target: All category consumers Source: TGI Brazil 2005 Deodorant Brands by SEL - Brazil Base: Total measured adult population China - The Traditional Marketing Approach:  China - The Traditional Marketing Approach Beijing Shanghai Guangzhou Shenzhen Rest of China Tier 1: (4 Cities) USD$ 4,130 Tier 2: (27 Cities) USD$ 1,946 Tier 3: (41 Cities) : USD$ 1,187 Tier 4: (594 Cities) USD$ 554 Tianjin, Wuhan, Shenyang, Chongqing + 23 others Lanzhou, Zibo, Hefei, Nantong + 37 others Source: China Statistical Yearbook 2002 Average GDP per capita Localising the Offer:  Localising the Offer P&G – Great Success in China:  P&G – Great Success in China The Actions: Invested in understanding local consumers Utilized communication messages centred around Chinese values Developed new product variations to cater to Chinese tastes Adapting products to local tastes:  Salty Toothpaste – good for whitening Tea-flavoured Toothpaste – stops bad breath Adapting products to local tastes Slide64:  Chinese concept of Yin & Yang You don’t match hot weather with hot flavoured products So for summer, developed ‘cool-lemon’ Lay’s Yellow, strongly lemon-scented Dotted with lime specks and mint Packaging features images of breezy blue skies and rolling green grass Frito Lay - Localising the Strategy Slide65:  Frito-Lay Brands in India Adapted potato chip flavours to local tastes Masala Mint chutney Created ‘Kurkure’ Based on concept of typical Indian snacks ‘Kurkure’ means “crunchy” in Hindi Slide66:  Brand 1. Kurkure – Masala Munch 2. Kurkure – Chatpata Chaska 3. Kurkure – Red Chilli Chatka 4. Cheetos – Masala Balls 5. Piknik 6. Peppy 7. Act II Corn Chips – Tangy Masala 8. Cheetos Triyums – Masala Cheese 9. Cheetos – Tangy Loops 10. Cheetos X’s and O’s – Saucy Cheese Users (m) 22.2 9.8 8.8 5.9 4.1 2.7 2.1 1.9 1.8 1.6 Target: All category users Source: TGI India 2005 Top Brands: Sweet and Salty Snacks – India Base: Total measured adult population Slide67:  Standardised Western Products in Russia Key target is ready to buy international brands Don’t require ‘indigenous’ products Prioritise thinking on international products Slide68:  Standardised Western Products in Brazil Affluent classes are westernised International brands are well-regarded Selling the same version as in Paris or London adds value Product alternatives for less affluent groups Lower cost variants Budget prices Conclusions:  Conclusions Conclusions:  Conclusions Unifying factors of the BRICs are size and potential Economic growth rates mean rapid increases in the numbers of people entering the branded goods market “One size fits all” marketing strategies will not work Greatest differences in China and India Brazil the most westernised of the BRICs Russia in between, with its own secrets Conclusions:  Conclusions The BRICs – four very different culture and value sets Require different product and marketing strategies Common themes: Category flooding Localising the offer Cultural sensitivity in marketing While not forgetting the considerations of marketing to western audiences Building in the BRICs: Market understanding and strategic development for international brands:  Building in the BRICs: Market understanding and strategic development for international brands ESOMAR Global Diversity Conference Miami, 9-10 May 2006 Roberto Lobl and Geoff Wicken

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