Male vs.

Female
Gender Marketing Insights The Nielsen Company

Nielsens commitment to deliver you the Bigger Picture in Vietnam

Today

What makes men and women tick? Male grooming...a growing opportunity? Where do we start? Question and Answer

Research Design
Nielsen Qualitative Study
12 Focus Group Discussion (FGD) HCMC= HN = 6 FGDs Males and females 18- 45 years old HIB class ABC

Nielsen Quantitative Study

n = 600 (300 males and 300 females) HCMC = HN = 300 15- 50 years old HIB class ABCD

Nielsen Retail Audit

Data up to May 2010 Based on 5 FMCG categories for men Covering 36 cities of Vietnam and total Thailand and Korea

Nielsen Vietnam Generation V study

November 2009 n=273 (HCM, HN) Males & Females 15 to 24 years old HIB all classes

Macro Economic data

Vietnam Government Statistics Office

What makes men and women tick?

The Female Brain is Wired Differently Than the Male Brain

a larger prefrontal cortex /seat of reason/ a larger insula /center of gut feelings/ a larger anterior cingulate cortex /seat of worry/ a larger corpus callosum, the region connecting the two hemispheres of the brain /greater ability to multi-task and see big picture connections/ a smaller amygdala /sex and aggression/

2010 NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.

Attraction is more than skin deep

Attraction Levers

Personality
Appearance Knowledge Success Appearance

Expectations are similar but women are in it for the long-term

He said
Well behaved/ Polite Family-oriented Understanding Self-confident Stable job

She said..
Well behaved/ Polite Family-oriented Understanding Stable job Self-confident Family man

Ideal Man
Manliness in looks and manner

Men are different so women need to be understanding

He said
Decent manners when speaking Family-oriented Well behaved/ Polite Feminine looking

She said..
Family-oriented Decent manners when speaking Well behaved/ Polite Tidy looking Feminine looking Family first, good with in-laws

Ideal Woman

Understanding Well-groomed, takes care of family

Traditional roles still abound

Smart, Smart, macho, macho, successful successful Bread Bread winner winner

Emergence of female bread winners 30% earning for self/ family

HomeHomemaker maker Gentle, Gentle, feminine feminine submissive submissive CareCaregiver giver

Expect to Expect to do big do big things things

Pillar and Pillar and Protector Protector

What men really want & What women find attractive =

SUCCESS
All males want to earn a lot of moneythats going to get females respect and attraction

Weak/ Weak/ Needs Needs protection protection

Expectations and aspirations drive value of appearance

88% Appearance is important
% Very Impt % Very Impt

I want to be respected by others I want to feel confident to the people I meet I want to be attractive to the opposite sex I want to create a professional image at work I want to look good for myself I want to stand out from the crowd

52 Tools for success 47 34 29 26 25

I want to be respected by others I want to feel confident to the people I meet I want to create a professional image at work I want to look good for myself I want to be attractive to the opposite sex I want to stand out from the crowd

56 49 32 31 25 23

How far can you go for the sake of appearance? Cosmetic surgery?

83% Agree
I think people could make good use of cosmetic surgery, but do not go too far by having a lot of things to be fixed

Both genders will not go this far!

Men use accessories but women expect men to smell good as well
Products men use to attract women Products women expect men to use

Clothes (97%) Mobile phones (94%) Shoes (87%) Motorbikes (82%) Personal care products (56%)

Clothes (86%) Mobile phones (66%) Motorbikes (65%) Shoes (64%) Perfume/ Cologne (40%)

Women could use more scent and sparkles

Products women use to attract men Products men expect women to use

Clothes (96%) Shoes (87%) Mobile phones (85%) Personal care products (77%) Motorbikes (67%)

Clothes (87%) Perfume/ Cologne (79%) Shoes (64%) Accessories/ Jewelries (55%) Personal care products (53%)

Key findings & Implications

Traditional values remain well entrenched though they are being challenged Women tend to have a longer term view on men Clothes make the man and the woman! Men accessories (mobile phones, motorbike, cologne..) Women - scent, shoes and sparkles to make their mark with the opposite sex

Male Grooming ~ A growing opportunity

Confidence gained from appearance is driving curiosity for personal care products
Motivation for using Personal Care Products
To be more confident

Products interested to try [Males]

76 74 68 64

Electronic devices (79%) Personal care (55%) Beverages [Beer] (52%)

To have a good personal hygiene

To look good for myself

39 72 37 33
Males

Finance (12%)

To attract the opposite sex To have a good impression to others

23 29
Females

It is common for males to use personal care. Grooming is a way to show our respect to others.

I think its quite good when males also groom for themselves. Id be proud of my boyfriend if hes well-groomed and confident.

The grooming evolution

Males look for simple products that have clear functionality and problem solving benefits Males care more about their hair, their clothes & shoes than their face & body. Certain sophisticated needs are yet to be recognized

Sophisticated

Females are willing to invest more time and effort in personal care/ personal grooming Females care about their body from top to toe and are willing to use almost any products to look better & feel better

Basic

High potential to expand basic products for men

Sophisticated
Ave 5.5 products used
Shampoo Razors Shaving cream Deodorant Hair gel Body wash Fragrances Hair conditioner Facial wash 34 31 31 56 53
Shampoo Body wash Hair conditioner Facial wash Cosmetic Fragrances Deodorant Lipcare Facial moisturizer Body lotion/cream

100 93 74 71

Ave 7.9 products used

100 97 97 89 84 71 62 60 56 51 19

Basic

Hair gel

The potential for mens PC products is real with growth seen in the market
Category 81 43 16 2 5 22 9 6 6 6 (2) (3) 1 (1) (2) 16 4 Men segment

100 80

Men Vs. UNISEX TOTAL 6 CITIES-NEW VOLUME % Chg YA

60 40 20 0

do ra nt

tF ac

m po

lW as

an s

og ne

or in

C ar e Li ps

in

-20

er

Sh a

oi s

C le

D eo

Pe rs on a

H ai

27 24

14 11

140 120 100 80 60 40 20 0

131

H ai

Category 73

C ol

Men Segment

Women/ Unisex

rC ol

-40

rS ty l

(20)

Men segment

57 1 Shampoo 3 17 22 6 18

Shampoo

Deodorant

Facial Cleanser (4)

Hair Facial Hand&Body Personal Deodorant Conditioner Cleanser Lotion Wash

How to spark the evolution

Keep it simple at first
Expectations from personal care products Simple/ easy to use (62%) Fragrance for men (59%) Product design for men (35%)

Pay attention to needs

Important benefits Refreshment (36%) Anti-aging (27%) Deep cleansing (15%)

Donts
Barriers for using Make it too complicated (51%) Make it a waste of time and money (35%) Make it for females only (31%) Males and females have different characteristics ~ different skin types and different conditions; therefore there should be different product lines. We males will welcome any new for-men ideas as long as they serve different needs.

How to spark the evolution

Keep it simple at first
Expectations from personal care products Simple/ easy to use (62%) Fragrance for men (59%) Product design for men (35%)

Pay attention to needs

Important benefits Refreshment (36%) Anti-aging (27%) Deep cleansing (15%) It is not necessary to have smooth & supple skin like females want. I only wish my skin is clear and acne-free. I dont like too white skin as it might reflect a weak and kind of feminine image

Donts
Barriers for using Make it too complicated (51%) Make it a waste of time and money (35%) Make it for females only (31%)

Males and females have different characteristics ~ different skin types and different conditions; therefore there should be different product lines. We males will welcome any new for-men ideas as long as they serve different needs.

Learn from the females

Product Usage
Shampoo Body wash Hair conditioner Facial wash Cosmetic Fragrances Deodorant Lipcare Facial moisturizer Body lotion/cream Hair gel

10 14 15 19 24 19 11 22 24 12 1719

100 97 97 89 84 71 62 60 56 51
Current use Will use more

More needs, more benefits, more products

For me, using moisturizer and body lotion is critical as it helps to keep my skin smooth and moist. Also they help to prevent skin aging. Facial wash can only keep your face clean. Its not sufficient for the skin.

Whats in store for the future?

I want to prevent my lips from drynessyet most lipcare products now are for females

Lip balm
We stay up late a lotfor football or workhence need to remove eye puffs and dark circlesand need a strong one as our skin is different from females

Dark-circle remover

Hygiene wash Mini-marts for men

We definitely need to keep personal hygiene as womenbut none of such products have been available

I wish there is a supermarket for males onlywhere I can comfortably browse and examine products and prices before buying what I want

More products are becoming non-exclusive

Life Insurance
Laptop/PC

Credit cards

Lipcare

Cigarettes
Beer

Wine

Toothpaste Mobilephones Bar Shampoo Soap Deodorants

Shower gel Hair Conditioner
Beer

TVs

Body cream/ lotion

Anti-shadow eyes cream Moisturizer

Sun block

Razors

Facial Cleanser Milk

Hygiene wash

Key findings & Implications

There is potential for more sophisticated products for men We see the categories growing faster for basic products at this point; but its likely just the beginning of the story Look to other markets (Korea, Japan, Thailand, China) to see what is growing there but always cater to country and societal nuances

Understand

Observe

Speak

Respond

Communicate

Where to start?

Point 1 Catch the Hot Boys

15 24 years old Roughly 1.45 million males in HCMC and Hanoi Spends VND 357,000 per week ~$555/yr
Others 39% Food 40%

~$568/yr

~$156/yr Importance of appearance Importance of appearance

95 88 81

Hi-tech gadgets Clothes 10% 11%

~$142/yr

Reason why appearance is important Reason why appearance is important

I want to feel confident to the people I meet I want to be respected by others I want to be attractive to the opposite sex I want to stand out from the crowd

58% 55% 33% 31%

15-24 y.o

25-39 y.o

40-50 y.o

Hot personal care products for hot boys

Products usage and intention to use Products usage and intention to use
Shampoo Razors Deodorant Hair gel Shaving cream Body wash Facial wash Fragrances Hair conditioner
User

100 79 78 67 61 54 46 41 27 20 32 53
Non-user, non-considerer

16 10 23 29 33 36 27 12 10 10 13 18

Non-user but will consider using

High product usage and high consideration among non-users

Among 15-24 yo

How to reel them in

Get their friends
Key influencers in fashion Friends (29%) TV (21%) Family/ relatives (14%) Magazines (10%) Movies (10%)

Be mindful of the price

Spending influence Price (74%) Brand (69%) Promotion (51%) Product reviews (49%) Advertisement (42%) WOM (35%)

Catch them online

Internet habits 88% Use internet everyday Top websites: Hihihehe Zing Kenh14 Dantri

Promos can spark usage for other products

Top promotions for personal care products Increase volume/ quantity (Eg. increase volume by 10% with same price) Bonus product (buy 1 get 1 or buy 2 get 1) Reduce price (Eg. reduce price directly on product price)

Point 2: Understand gender shopping behavior

Needs Fulfillment Quality-seeker, grab and go, planned shopping Journey Bargain-hunter, impulsive, easy to influence

When we go into a fashion store, When we go into a fashion store, we can try different shirts but only we can try different shirts but only buy 1 or 2 that fits us the most. buy 1 or 2 that fits us the most. Females are different, they can buy Females are different, they can buy 3-4 shirts for example, even though 3-4 shirts for example, even though they only try 1-2 of them. they only try 1-2 of them.

I dont like to bargain. If II find a I dont like to bargain. If find a good quality product that suits me, II good quality product that suits me, will just pay for it and go. My wife is will just pay for it and go. My wife is different, she always takes time to different, she always takes time to bargain down the price. bargain down the price.

We males normally have a plan of We males normally have a plan of what to buy before shopping. what to buy before shopping. Females might just go unplanned Females might just go unplanned and end up buying a lot of things. and end up buying a lot of things.

No matter what industry youre inTickle women with a price discount and assure men of quality
Product quality Durability Functions Value for money International brand Product design Vietnamese brand After sale services Discounted price Advertising Promotions
6 15 6 31 4 3 2 17 9 19 14 19 18 40 25 38 28 25 Males Females 59 48 78 70

Important shopping considerations

TV is king but still have window for targeted communication

Daily Daily

Weekly Weekly Daily Daily Daily Daily

TV is king but still have window for targeted communication

I have the habit of reading newspapers over a cup of filter coffee in the morning. Its my own time. So relaxing and indulging

Daily Daily

Weekly Weekly
I surf everyday to keep updated with news. Then I can discuss and chat with my friends at cafes. Ill look quite dull if I dont know about the things that they discuss with each other

Daily Daily Daily Daily

Magazines are very informative. They have topics that suit me. Im updated with the latest fashion trends.

Show me the benefitand the price!

Attitude towards advertisement
I like to watch advertisements and usually be affected by what is exposed in the ads I like to watch advertisements but I don't believe most of things exposed in the ads I don't object the ads but I also don't pay much attention on them

33 27 37 42 22 25 8

Generally I don't like advertising

Males Females

70% are 70% are almost almost unaffected unaffected

Functional Functional benefits benefits (64%) (64%)

Attractive Attractive prices prices (53%) (53%)

Exciting Exciting ambience ambience (33%) (33%)

Attracting elements of TVC

Key findings & Implications

While TV is the most common way to reach both genders, it is not so for other forms of media. Men are buyers while women are shoppers And dont forget the power of the internet; continued development is a certainty

Final Thoughts
Appearance Confidence Respect Success Evolution Products across all industries

Same Same, But Different Communication

Thank you
Any questions, please email: Vietnaminfo@nielsen.com

Confidential & Proprietary Copyright 2010 The Nielsen Company Confidential & Proprietary Copyright 2007 The Nielsen Company