Saudi Arabia
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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.
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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
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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)
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‘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?
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Historical context
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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
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Historical context
Did you know
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Payoffs
MethodologyDeliverables
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
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Historical context
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HOW CAN BRANDS STRENGTHEN THEIR RELATIONSHIPS WITH THESE CONSUMERS?
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Historical context
Connect & Reach them
Meet the Personalities
Find out the Trends
Did you know
Payoffs
MethodologyDeliverables
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.
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