MAM

Consumers in different countries respond similarly to certain values, says WPP Media research

MUMBAI: WPP Media worldwide head of consumer insights Sheila Byfield emphasized that different consumers in different countries are governed by similar value systems!

On 24 February 2003, Byfield made a presentation on "reaching the consumers who count" at an event organized by the Advertising Club Bombay and sponsored by The Hindustan Times and ETV Network. Byfield presented some findings from WPP Media's latest tool named 3D to a discerning audience comprising of media and marketing professionals. 3D is an integrated single source data that gets into the consumers' psychographics, demographics and the psychological profile.

It was derived as a result of a global research effort covering a sample size of 80,000 people globally.

Here we present some excerpts from Byfield's presentation:

Global Trends

People in different countries are moving at varying speeds towards their goals and aspirations. As far as demographic trends are concerned, the Asian population is getting younger whereas European population is getting relatively older. Global branding is an increasing trend.

People in different parts of the globe have similar value systems. People respond positively to self-esteem, health/fitness, honesty, protecting families, stability, controlling their own destinies.

However, there is a desire to indulge in self-fulfillment and it is socially acceptable to think about oneself or be self-centred.

Women are increasingly in control of the destinies of people around them. There has been a growth in religious sentiments and beliefs. People are getting busier and have greater number of choices. They are also getting more cynical, critical, demanding and more knowledgeable.

People in several countries expect to be exposed to global brands in the next five years. India is placed somewhere in between whereas the US population has a strong resistance to non-US brands. Marketers of global brands have started using similarities and brand synergies; incorporating localization and fine tuning to get a better response from the consumers in different countries.

Population demographic trends

If the entire world is a global village with 1000 people; then the population will increase to 1018 in the next year.

Countries share: 554 Asians; 124 Africans; 95 East-West Europeans; 52 US Americans, 55 former USSR Russians. In 1950, China and India were the most populous countries but in 2050 India will overtake China. By 2050, European countries will be replaced in the Top 20 most populous country list.

Currently, however, the US (with seven per cent of the world's population) accounts for 34 per cent of the world's GDP share; Western Europe accounts for 26 per cent; and Japan accounts for 16 per cent. In the US, freedom and knowledge are more important to people. In Japan, they desire personal enjoyment and development. However, they accept the fact that there could be lesser societal support for individuals. In India and China there is an ensuing clash between the younger and older generations. Religion is playing an important role in the minds of the people.

Languages spoken: 165 speak Mandarin; 86 speak English; 83 Hindi/Urdu; 64 speak Spanish; 58 speak Russian

Religion: 329 Christians; 132 Hindus; 187 Muslims

Children: 315 children with 28 babies added every year. Two babies die every year.

Prosperity: Three babies are born to the top 200 richest families. Around 200 people receive 75 per cent of the total income.

Basically, people are living longer but birth rates are declining. People are settling down at an older age and divorces are increasing.

Technology: Cellular phones usage is increasing; PC sales are slowing down but Internet usage is still growing rapidly. Local culture and infrastructure play an important role in determining new emerging technologies. Surprisingly, the US is not ahead in the adoption of trends. Korea is the top PC market (with 80 per cent penetration); Singapore is the top Internet usage market (75 per cent penetration) and Hong Kong tops the cellular market (with 97 per cent penetration).

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/24/piddlite-Screen-Shot.jpg?itok=3PJhDvhT
Dr.Fixit shows how to prevent a leaky house

Most people believe that waterproofing their roof is enough for a leak free home. Dr.Fixit, from the house of Pidilite, has launched a new TVC campaign featuring legendary actor Amitabh Bachchan. The TVC aims to create awareness among home owners about the need for five-point waterproofing.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/24/Mindshare.jpg?itok=Ax718bFQ
MAM round up of the week

MUMBAI: The world of media and advertising never seems to have a dull day with another action-packed week coming to an end. Amid the yo-yoing fortunes of the industry, the newsmakers held their sway. Indian Television Dot Com brings to you a round up of the most important news events over the past...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/23/mindshare_0.jpg?itok=Q3itWdjr
Mindshare South Asia announces agency restructuring, key appointments

Media agency Mindshare has announced an organisation restructure that mirrors the agency’s ambition to become collaborative in client success and navigate its marketing agenda with intelligence and agility.

MAM Media and Advertising Media Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/23/parleg.jpg?itok=F1M9Cgq4
Parle Products eyes China for next phase of growth

MUMBAI: The girl with the glucose biscuit is probably the most iconic image after the Amul butter girl in India. The Parle-G girl is a part of the Parle Products family that has been in existence since 1929, founded by the Chauhan family in Vile Parle, Mumbai. Until a few years ago, as you crossed...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/timthumb-9.jpg?itok=d_k5pwSq
ABBY Awards 2018 announces jury chairs

MUMBAI:  After announcing the master jury for the creative category, the eminent ABBY Awards that recognises and rewards excellence across advertising, marketing and media has now announced the illustrious jury chairs for the media, broadcaster, publisher, branded content & entertainment,...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/wat-consult.jpg?itok=n0UvViaJ
WATConsult & TOTAL join hands to launch Ride for Legends

Keeping true to TOTAL Hi-Perf Motorcycle Engine Oil’s brand promise of making your ride enjoyable, TOTAL with WATConsult, the digital and social media agency from Dentsu Aegis Network India, has taken a step forward to launch an initiative to salute unsung legends of the country.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/Bajaj-Finserv.jpg?itok=9OIIR6-7
Bajaj Finserv new ad drives awareness around insurance

MUMBAI: Bajaj Finserv has launched a TVC campaign to drive awareness around width of products offered through its lending, life insurance and general insurance arm. The third phase of ‘Think It. Done’ campaign highlights the set of possibilities in every individual’s life thereby giving a solution...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/Fossil.jpg?itok=Ao2FPVF8
Fossil assigns media mandate to Carat

Fossil Group, a global design, marketing and distribution company that specialises in consumer lifestyle and fashion accessories, has roped in Carat as its media agency.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/22/hero_0.jpg?itok=0JrQdfeF
Google Pay launched in US, UK; Tez gets new features

MUMBAI: Google is attempting to become a hit in the vast payment space as well. After launching Google Tez in India a while ago, it has come up with a system to rival the world – Google Pay. It comes elements of Android Pay (a Google product) and Google Wallet. The Android app is free to download...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories