麦肯广告公司PULSE技巧.pptVIP

* * * The Vietnamese Today : Changing Family Demands A PULSE presentation by McCann Erickson Vietnam July 2004 * 第一页，共二十二页。 Key Insight Today’s Vietnamese family is faced with unique challenges brought about by an evolution of needs which appear to be happening faster than it should. How fast ? They never pass through the age of pagers nor analog phones, they went straight to GMS and CDMA technology in just 3 years. From bicycles to motorbikes to automobiles and now SUVs in a span of 5 years Michael Jackson has no relevance to them, Britney has. * 第二页，共二十二页。 Key Insight What threads today’s demands across all groups (FB, IB, CB) is the need for information, news, ideas that will improve their experiences, knowledge and information. They all want to embrace the outside world but appear not to be in a hurry to do so. They are optimistic that gateways will open or have opened for them to enjoy and savor these new ideas from the world. The gateways of new information is coming from the media, IT, education overseas, travel * 第三页，共二十二页。 PULSE : Changing Family Demands Family Builders : The Emerging Vietnamese Moms * 第四页，共二十二页。 Key Insights The Emerging Mom Vietnamese moms are at a phase of discovering new information and new technology that is almost of the same level with the youth (eg. Internet, new fun brands, self-improvement gadgets) These new opportunities from current wave of IT have inspired them to think and behave more assertively, more decisively. Stability at home and a healthy family life is still every mom’s ultimate aspiration, however they have opened up to the need for self-improvement in knowledge, in skills, and in experience. * 第五页，共二十二页。 PULSE Findings Basic values inherent to moms when it comes to family and the home is the same today as it was before. Key difference between yesterday’s mom and today’s is the emergence of technology and new information that women are getting hooked into. Also, today’s higher income have g