the new perspective: building local success from ... -...

The New Perspective: Building Local Success

from Global Insight

Challenge

Correct perspective, clarity

One angle, one view

© Copyright GfK, 2011. Proprietary and Confidential

Deep Understanding of Consumers

Consumer Databases

Qualitative & Ethnography

Proprietary Segmentations

Proven,

State-of-the-Art Solution and

Service Portfolio

Extensive Category and Practice Area

Expertise

Global Reach

Delivering Growth from Knowledge

A 360° View of Our Clients‟ Markets


GfK Perspective

Micro

What groups of consumers look like

Local

How a country compares to the rest of its region or to the world as a whole

Regional

How a region compares to the world as a whole

Global

The big picture stories on what the world looks like

• Visual for discussion framework

– Vitality

– Identity

– Affinity

– Delivery

Vitality Identity Affinity Delivery

© GfK Roper Consulting Worldwide | Proprietary & Confidential | 2011

Visual for discussion framework

Vitality

Identity

Affinity

Delivery

Vitality


Global Confidence: Consumer Recession Index

pressures + reactions serves to inform consumers‟ outlook, today and tomorrow.

Concern Distress

Cutbacks Strategies

Consumer Recession

Index

Pressure

Reaction

Short-term confidence

Longer-term attitudes toward globalization

Outlook

These are the issues that

people worry about.

These are the economic

events that impact people.

These are the things people

choose to spend less on.

These are the ways people save money

when shopping.


Concern Distress

Cutbacks Strategies

Consumer Recession

Index

Pressure

Reaction

Short-Term confidence 1 point to 58%

Outlook

Although concern about recession has dropped 5

points in the past year, worry about inflation is up 6

points.

Although positive events have edged

up in the past year, so have

negative events.

Consumers are cutting back just as much as they were a year ago.

They have not eased up on

money-saving shopping

strategies, either.

On the whole, consumers are

feeling a bit less confident than

they were a year ago, probably

because conditions haven‟t improved as they

had hoped.

Global Confidence: Little improvement…


Concern

Distress

Reaction

• Thailand • China

• Brazil • India • Indonesia • Italy • Mexico

• Argentina • Australia • Canada • Czech Rep • France • Germany • Japan

• Russia • South Africa • Spain • Turkey

• South Korea • Poland • Sweden • Taiwan • UK • USA

Global Confidence: Focus on the Right Dimension


Global Confidence: Pressures versus Reactions

Global

Argentina

Australia

Brazil

Canada

China

Czech Republic France

Germany

India

Indonesia

Italy

Japan

Korea

Mexico

Poland

Russia

South Africa

Spain

Sweden Taiwan

Thailand

Turkey

U.K.

USA

Pressures

Reactions

Lower

Higher

Lower Higher

Reacting to economic pressure

The BRIICS markets fall into the less reactive space

Reacting pre-emptively?


Global Confidence: Mixed 2010-11 Confidence Trend

Up a lot (5+ points) Up somewhat (1-4 pts) Down somewhat (1-4 pts) Down a lot (5 pts)


Global Leadership: G-10 in the Eyes of World Consumers


Global Leadership: G-10 in the Eyes of Mexican Consumers


Global Leadership: LATAM in the Eyes of World Consumers


BRIC Vitality: Global view

26th

21st

20th

25th

20th

22nd

21st

26th


BRIC Vitality: View from Mexico

19th

17th

16th

32nd

13th

16th

17th

29th


Vitality: Global Influence

46 41 40

61

14 24 28

17

35 24 21

21

Brazil Global Argentina Mexico

Good thing

Neither good nor bad

Bad thing69

68

74

76

14

23

22

11

Global

Brazil

Mexico

Argentina

Unlikely Likely

“The economy of my country will be increasingly influenced by the rest of the world” in the next five years


Vitality: Effects of Globalization

41 43 47 54

49 59 55

69

Argentina Global Brazil Mexico

American influence a bad thingChinese influence a bad thing


– Vitality

– Identity

– Affinity

– Delivery

Identity


Personal Values: Aligned with Brand Values yield strong brands

Brand values

Emotional benefits

Functional benefits

Functional needs

Emotional needs

Personal values

High levels of

alignment leads to better

traction


Values match

Re

co

mm

en

da

tio

n

0

5

10

15

20

25

No match 1-3 match 4+ match

BMW Mercedes Ford Volkswagen Toyota Volvo

Personal Values: Alignment leads to advocacy


Personal Values: Application

Innovation

Messaging

Portfolio management

Personal Values can be used in innovation processes to develop products that get to the heart of

consumers’ needs by considering their aspirations and helping to meet them

Personal Values provide an insightful way to understand how to target different consumer

groups and manage brand portfolios to expand reach and avoid cannibalization

Personal Values can be used in communications to establish messages

that will deeply resonate with consumers and create the deeper

connections that encourage loyalty.


Personal Values: Family and Honesty top list in 2011


Personal Values: Trends 2009-2011

Going UP

Curiosity

+8 ranks

Leisure

+6

Having fun

+4

Wealth

+4

Why?

Exploration/new experiences is the new normal

Everyone is still working hard, so the „fun‟ in the free-time you get has to be emphasized/maximized

Desire for material possessions is increasing after the very lean years of 2007-2009 („Thrift‟ down 2 ranks in the same period)


Thrift

Sex

Modesty

Working hard

Pleasure Retribution Nature

Cultural purity

Simplicity Knowledge

Self interest

Adventure

Curiosity

Fulfilling work Material security

Duty Individuality

Excitement Being youthful

Tradition

Pres enviro

n

Self reliance Freedom

Traditional gender roles

Enduring love

Authenticity

Soc tol

Enjoying life

Beauty

Honesty Open mind

Soc resp

Health and fit

Learning

Ambition

Power

Friendship

Having fun

Family

Soc stab

A varied life Equality

Wisdom Romance

Wealth

Internat Resp anc

Faith

Creativity

Status

Stable pers rel

Helpful

Looking good

Leisure

Pleasure People

Power Tradition

Personal Values: „Centers‟


“Conformists, strong work ethic and

moral code”

Values: Mapping the world in 2011

Argentina Australia

Brazil

Canada

China

Czech Republic

Egypt

France

Germany

India

Indonesia

Italy

Japan

South Korea Mexico

Poland

Russia

South Africa

Spain

Sweden

Taiwan

Thailand

Turkey

UK

USA

“Community, being true to yourself,

integrity and wisdom”

“Work and fun in equal

measure”

“Work hard, status, wealth and power”

Pleasure People

Power Tradition


2000 2010 2005

Argentina Values: People and Pleasure

Pleasure People

Power Tradition

2020


Brazil Values: People and Power

PLEASURE PEOPLE

POWER TRADITION

2000

PLEASURE PEOPLE

POWER TRADITION

2005

PLEASURE PEOPLE

POWER TRADITION

2010

Pleasure People

Power Tradition

2020


Mexican Values: People to Power

Pleasure People

Power Tradition

2020

2000 2010 2005


Mexicans ranking their nation among 50 nations:

#1 Desirable place to live and work Close friendships Warm and welcoming people Nature beauty Rich cultural heritage Historic monuments

Mexican Identity: National Pride

#3 Desirable place to visit

#4 “Feel good” about buying products from here Employable work force Vibrant city life Contemporary culture

#5 Good business to invest in

http://www.corbisimages.com/stock-photo/rights-managed/42-23600380/father-and-son-celebrating-mexican-independence-day


Mexican Identity: National Deficit

Those filling vacuum in society will stand out!

Bottom 10 rankings among 50 nations:

Honest and competent government Respecting its citizens, fairness Protecting environment Helping reducing poverty

http://www.corbisimages.com/stock-photo/rights-managed/81368-40/building-bridge


– Vitality

– Identity

– Affinity

– Delivery

Affinity


Global Affinity: Environmental Policy - the Mexico View

Top 5 nations:

Canada

Switzerland

Germany

Holland

France

Bottom nations:

China 49th

Saudi Arabia 48th

India 44th

Taiwan 43rd

South Korea 40th

U.S. 35th


Global Affinity: U.S. and China - the Mexico View

Creativity #2 #8

Science and technology #2 #16

Feel good buying products #2 #44

Good business to invest in #1 #11

Honest and competent gov‟t #14 #33

Warm and welcoming people #47 #29

Brand Affinity: Connect Values with Target Consumer

88 Thrift 119 Enterprise

132 Sex

88 Modesty

98 Work hard 91 Spirituality

106 Pub image

102 Justice

138 Pleasure 101 Retribution

95 Nature

107 Self est

102 Live for today

85 Cultural purity

95 Simplicity

103 Knowledge

92 Self interest

151 Adventure

124 Curiosity

112 Fulf work

110 Mat security

100 Pers Supp 88 Duty

141 Individ

197 Excitement 170 Youthful

90 Tradition

104 Environ

113 Self rel

117 Freedom

79 Traditional gender roles

103 Enduring love

108 Authenticity

89 Soc tol

138 Enjoying life

108 Beauty

102 Honesty

103 Open mind

83 Soc resp

109 H & fit

101 Learning

117 Ambition

94 Power

118 Friendship

158 Having fun

104 Family

97 Soc stab

123 A varied life 88 Equality

99 Wisdom 127 Romance

116 Wealth

89 Internat

79 Resp anc

64 Faith

105 Creativity

108 Status

100 Stable pers rel

83 Helpful

121 Looking good

Pleasure People

Power Tradition

Brand Affinity: Value Priorities Example

1 Having fun

2 Protecting family

3 Enjoying life

4 Material Security

5 Leisure

6 Friendship

7 Stable relationships

8 Curiosity

1 Honesty

2 Self-reliance

3 Protecting the family

4 Having fun

5 Authenticity

6 Freedom

7 Learning

8 Fulfilling work

1 Protecting the family

2 Learning

3 Working hard

4 Honesty

5 Freedom

6 Self-reliance

7 Authenticity

8 Enjoying life

Japan's Kirin consolidates Brazilian Schincariol Group beer maker

Consumer Affinity: Intercept the Influentials

Time

Modern Category and Trend Evolution

Innovators

Late Majority

Laggards

Early Adopters

Early Majority

Consumer Affinity: When to Engage Influentials

Food

Technology

Entertainment

Beauty

Home

Travel

Fitness

Investment

Auto

Alcohol

Index 100

Food

Technology

Entertainment

Beauty

Home

Travel

Fitness

Investment

Auto

Alcohol


– Vitality

– Identity

– Affinity

– Delivery

Delivery

TrendKey™

12 global consumer trends that represent genuine, long-term shifts in the attitudes and behaviors that shape consumers’ needs.


Safe & Secure: Relationship with key drivers

Financial Change

Technology

Population & Demographics

“I am always worried about my safety and security” “I worry about getting sick from contaminated food or drink products” “I only buy products or services from a trusted brand”

0

20

40

60

80

100

Total Mexico Argentina Brazil

Low Impact

Impact

High Impact

Driver Impact

Safe & Secure: Relevance

31 30

32

28

32 33

27

32 34

GlobalAverage

Male Female 15-29 30-49 50+ Income:Low

Income:Medium

Income:High

54 60

52 58

49 56

39 43

57 64 61

72

2007 2008 2009 2010 2011 2012 2013 2014

Global Developed Developing


Safe & Secure: Local Interpretation

‘Hygiene is Guaranteed’ Kimberly-Clark Professional (Costa Rica)

‘Speed Stick’ Colgate Speed Stick (Brazil)

‘Nivea Sun iPhone App’ Nivea (Brazil)

A Future Driven by Youth

Afghanistan 18

Egypt 24

South Africa 25

India 26

Mexico 27

Turkey 28

Brazil 29

28 Years Old (Global Median Age)

Germany 45

Japan 45

Canada 41

UK 40

Australia 38

USA 37

China 35

The World Factbook

A Future Driven by Mobility

Global Industry Analysts, International Data Corporation, ComScore

2010: 305 MM

2011: 472MM

2015: 982MM

2017: 1.6 Billion Global Smartphone Adoption

2011: +55% YOY

0

10

20

30

40

50

60

Global Argentina Mexico Brazil

Total 15 - 29 30 - 44 45 - 59 60 and above

Mobile Delivery: Powered by Youth

Accessing the Web via Mobile Phone Past Month

Roper Reports Worldwide 2011 (mixed-mode, core 25)

Rethink Delivery: From fixed… to fluid


– Vitality

– Identity

– Affinity

– Delivery

Vitality Identity Affinity Delivery

The New Perspective: Building Local Success

from Global Insight

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the new perspective: building local success from ... -...

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