TNS Global: The Arab As A Consumer 20-20 Woman – Saudi Arabia

Saudi Arabia

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Historical context

Connect & Reach them

Meet the Personalities

Find out the Trends

Did you know

Payoffs

MethodologyDeliverables

Since the landmark decision by OPEC to triple oil prices over 30 years

ago, the economic trend in the GCC and in Saudi Arabia has been

increased affluence.


With the introduction of commercial TV in 1987 and then especially satellite TV in

1996, a whole new consumer perspective was born. Brands had the first true

chance to connect with consumers.

Today, Saudi Arabia is undergoing rapid change as King Abdullah has endorsed

many programs which are opening doors and options especially for women both

inside and outside their homes. The momentum for change is building like never

before.

The Saudi woman today is coming into her own, increasing individualism is

often seen as the way forward. She is self-actualizing in all sorts of ways

and redefining her roles in life. New expectations and aspirations bring into

question all the relationships in her life, she is looking for relationships which

can confirm her new ambitions. And those relationships include brand

relationships.

This era of change is now well established, it is difficult to see it

regressing. Now is the time for brands to reach out and connect with

Saudi women and to bond with these new age consumers.

Historical context



Find out the Trends

Did you know

Payoffs


Saudi women aspire to equal partnership with their husbands

Saudi women are worried about not having a happy marriage

say that a job or career is important for women

of women and 52% of men in Saudi Arabia are obese (source: WHO)


Historical context



Find out the Trends

Did you know

Payoffs


‘Muntaleqa’

Freedom

‘Qeyadeyah’

Power

‘Hayawia’

Drive

‘Ijtima’eya’

Belonging

‘Baitootyah’Reassurance

‘Zakiya’Control

Video pen portraits of each personality – views on relationships, parenting, beauty, health, career, education

What are the segment sizes? What are their demographic profiles?


Historical context



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Payoffs


Education Health & Wellbeing

Family Values

Relationships

Marital Expectations

Mother’s Role

Technology

Self-Identity

Respect

Beauty

Religion

And the changing role of her ‘SELF’ in

the context of Family and Community


Historical context

Did you know



Find out the Trends

Payoffs


Mass Media

IndirectPoint of

Sale

Digital One-on-oneSponsorship

/ Events

Touch point analysis – which are relevant? (7 broad categories), media habits channels and genres, internet activities and genres, lifestyle

Reach them in the most relevant manner – traditional and non-traditional media

Cues on communication strategy – execution cues of style, copy and emotional elements, how should characters be portrayed? etc.

Understand the best way of connecting with the personalities


Historical context



Find out the Trends

Did you know

Payoffs


HOW CAN BRANDS STRENGTHEN THEIR RELATIONSHIPS WITH THESE CONSUMERS?


Historical context



Find out the Trends

Did you know

Payoffs


Expert Interviews

Quantitative Interviews1,000+

Qualitative Interviews50+

• Along with ½ day presentation, the report is available on self running DVD with voice over narration and scripted hard copy.


Business

TNS Global: The Arab As A Consumer 20-20 Woman – Saudi Arabia