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THAILAND
THAILAND
ASEAN Consumers after AEC 2015Harmoniously Differences
Similarity and Difference – How to Gain Consumer Insights and Understanding for
Product Development
SPRIM CONFIDENTIAL 19/22/2011
Presented by: Kannapon Lopetcharat, Ph.D.Managing Director, SPRIM (Thailand)
THAILAND
ASEAN Consumers after AEC 2015Harmoniously Differences
AbstractAEC 2015 will connect ASEAN countries together in an unprecedented way.
The connections will impact the allocation of products and consumers that will change the landscape of both local and regional markets. There will be “ASEAN Diasporas” who will create cliques and communities within a local market. Also there will be an explosion of new territories for exporters. Understanding the similarities and differences among ASEAN consumers will be critical for marketing and new product development. This presentation use the similarities and differences of three demographic parameters (ethnicity, religion and language) that are bases of believes and behavior and national diets to highlight the “harmoniously differences” among ASEAN consumers. Also, this presentation will propose new approach, Multi‐faceted Consumer Research Approaches, to study and understand consumers in order to gain “in‐depth” understanding and consumer insights that can be used in new product development and marketing.
SPRIM CONFIDENTIAL 29/22/2011
THAILAND
AEC 2015 connects countries through three major connections
SPRIM CONFIDENTIAL 49/22/2011
Institutions: standards, laws, regulations, agreementsInstitutions: standards, laws, regulations, agreements
Physical: logistic, productions, resourcesPhysical: logistic, productions, resources
People: professionals, culture, tradition, religion, language, communicationPeople: professionals, culture, tradition, religion, language, communication
THAILAND
ASEAN Community Harmoniously‐Different Market
SPRIM CONFIDENTIAL 59/22/2011
ReligionReligion
EthnicityEthnicity
LanguageLanguage
DietDiet
THAILAND
Indonesia and the Philippines differ from the other countries the most because of their ethnic diversity
SPRIM CONFIDENTIAL 69/22/2011
BruneiCambodia
LaosMalaysiaSingaporeThai
Indonesia
Myanmar
the Philippines
Vietnam- 4
- 2
0
2
4
6
8
- 6 - 4 - 2 0 2
F1 (23.5%)
4 6 8
F2 (2
0.3%
)
Indonesia and the Philippines differ from the other countries the most because of
their ethnic diversity
Myanmar and Vietnam differ from the other countries
because of the lack of ethnic diversity
This group is more similar to each other because they have an ethnicity in common, the Chinese.
THAILAND
Even though, Brunei, Malaysia, Singapore & Thailand have more than 10% Chinese, their ethnic compositions
still differ greatly.
Singapore Malaysia Thailand Brunei Myanmar Cambodia Indonesia Laos Philipines Vietnam
SPRIM CONFIDENTIAL 79/22/2011
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
% of C
hine
se in
each coun
try po
pulatio
n
Hmong, 2
Indian, 2
indigenous, 2
Malay , 2
Thai, 2
Mon, 1 Banjar, 1
Banten, 1
Betawi, 1
Bicol, 1
Bugis, 1
Burman, 1
Cebuano, 1
Hiligaynon or Ilon
ggo, 1
Hoa, 1
Ilocano, 1
Indians, 1
Javanese, 1
Karen , 1
Khmer, 1
Khmo
u, 1
Khom
e, 1
Kinh (Viet) , 1
Lao, 1
Madurese, 1
Malays, 1
Minangkabau, 1
Muong, 1
Nun, 1
Pamp
ango, 1
Pangasinan, 1
Rakhine, 1
Shan , 1
Sundanese, 1
Tagalog, 1
Tay, 1
Vietnamese, 1
Waray, 1
Others, 9Ch
inese, 6
THAILAND
Buddhism and Islam are major religion among ASEAN countries with exceptions in Vietnam and the Philippines
SPRIM CONFIDENTIAL 89/22/2011
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Cambodia Thailand Myanmar Laos Singapore Malaysia Brunei Vietnam Indonesia the Philipines
Religion distribution within each ASEAN country
Buddhist Muslim Christian (Roman Catholic)
Christian (Protestant) Christian (unspecified) Hindu
Others or unspecified None
THAILAND
ASEAN countries have their own official languages but they are migrating toward English and Chinese
SPRIM CONFIDENTIAL 99/22/2011
KhmerLao Vietnamese BurmeseThaiFrench
Mandarin Chinese
Malay TagalogBahasa-Indonesia
Bahasa-Malay
Malay
ChineseEnglish
THAILANDComparison of diet among ASEAN countries
SPRIM CONFIDENTIAL 109/22/2011
Cambodia Laos VietnamMyanmar Thailand Singapore Brunei PhilippinesIndonesiaMalaysia
Note: the ratio of the bars is for demonstrating purposes only
THAILANDASEAN “Diaspora”
A diaspora* (from
SPRIM CONFIDENTIAL 119/22/2011
Greek διασπορά, "scattering, dispersion")• The movement, migration, or scattering of people away from an
established or ancestral homeland
Source: *Wikipedia http://en.wikipedia.org/wiki/Diaspora**Countdown AEC 2015: Opportunities that come with risks, สารวจิยัธุรกิจ (Volume 14, Issue 32) December 2010. Business
Risk Research Department (Krung Thai Bank Pcl.
**
THAILANDThe explosion of new markets
SPRIM CONFIDENTIAL 129/22/2011
Expands market size from 500K‐ 2 million consumers to 600 million consumersExpands market size from 500K‐ 2 million consumers to 600 million consumers
Local & NativeLocal & Native
Local & DiasporasLocal & Diasporas
New consumers in new territories
New consumers in new territories
THAILAND
The impacts of diasporas and new consumers to exporters
SPRIM CONFIDENTIAL 139/22/2011
Local & NativeLocal & Local & NativeNative
Local & DiasporasLocal & Local &
DiasporasDiasporasNew
ConsumersNew New
ConsumersConsumers
Who are they?
Who Who are are they?they?
Natives consumersNatives
consumersProfessionals & skilled laborsProfessionals & skilled labors
New consumers in new territories
New consumers in new territories
What do they bring?What What do do they bring?they bring?
Local believes, habits and cultures
Local believes, habits and cultures
Different believes, habits and cultures
Different believes, habits and cultures
Different believes, habits and cultures
Different believes, habits and cultures
Where will they be?
Where Where will will they be?they be?
Established communities with local movement
Established communities with local movement
Near by work place and near by their own cliques
Near by work place and near by their own cliques
New territories with local movement
New territories with local movement
How long will they be
here?
How long How long will they be will they be
here?here?
Permanent with some travelling for pleasure
Permanent with some travelling for pleasure
Few years with some home visitsFew years with some home visits
Permanent with some travelling for pleasure
Permanent with some travelling for pleasure
THAILAND
AEC 2015 changes Who, Where, When and How products are experienced
SPRIM CONFIDENTIAL 149/22/2011
ExtrinsicBrand, Imagery, Price, Package
IntrinsicIngredients
Product Features FunctionsBenefitsDrivers
How one develops products when the environments keeps changing?
THAILAND
Instead of treating consumer as “respondents, subjects or statistics”
SPRIM CONFIDENTIAL 159/22/2011
Gender: Female Averaged age: 35 years oldAverage income: $35,000/yearMarital status: Married 40%, Divorce 35%, Single 25%Ethnicity: Asian 10%, Caucasian 80%, Other 10%Country: Thai, US, UK, Nigeria, SingaporeReligion: Buddhist, Muslim, Christian
Gender: Female Averaged age: 35 years oldAverage income: $35,000/yearMarital status: Married 40%, Divorce 35%, Single 25%Ethnicity: Asian 10%, Caucasian 80%, Other 10%Country: Thai, US, UK, Nigeria, SingaporeReligion: Buddhist, Muslim, Christian
THAILAND
Applying consumer understanding enhances new product development at various stages
Final Product
Ideation Conceptua-lization
Feasibility/Development(Primary R&D Function)
Commercialization &
Launch
Concept Prototypes
STRATEGY & INNOVATION
REGULATORY & SCIENTIFIC AFFAIRS
ISSUE & QUALITY MANAGEMENT
RESEARCH & CLINICAL SERVICES
MARKETING COMMUNICATION
Product testing for consumer
perception claim substantiation
Effective product
screeningProduct category appraisal
Support upstream
innovation
CONSUMER & TECHNICAL INSIGHTS
SPRIM CONFIDENTIAL 179/22/2011
THAILANDMulti‐faceted Consumer Research Approaches
SPRIM CONFIDENTIAL 189/22/2011
Sub-conscious measurements
Video diaryEthnography
Online blogging
Online community
Value DiagramNeeds, Wants and Ideas
Survey
Live- Interview
THAILAND
Great innovation happens when innovators truly understand consumers
TECHNOLOGY CONSUMER INSPIRED
Technology identified at Extremes and
Fringes
Technology identified at Extremes and
Fringes
Multi-faceted Approaches
Sub-conscious measurements of consumer perception
Emotion measurements
In-context ethnography (consumer observation and conversation)
Qualitative Multivariate Analysis of products and consumers
You will get…
Product that consumers actually “love” and “excited”
Know the performance of your communication and product at emotional level
Know actual and real consumer’s behavior quantitatively
Truly understand the connection between values, emotions and product attributes
SPRIM CONFIDENTIAL 199/22/2011
THAILAND
Drivers of Choices of Latte‐style coffee*
SPRIM CONFIDENTIAL 209/22/2011
•Quiet with soft music•More casual looking crowd•Staying for long time with minimum order•Place for job interview•PM: More casual with increase sale of more indulgent coffee•Free Wi-Fi
•Coffee with donut•Ice coffee Black coffee•Drive-thru •Most coffee ordered by 11 AM•No coffee ordered after 5 PM•Wi-Fi available but not free
•Business casual•In-and-out not staying•Most coffee ordered by 11 AM•No staying customers•Black coffee with lightener and sweetener•More family-type customers (family for breakfast and parent ordered coffee)• Free Wi-Fi
•Loud atmosphere•Business casual•In-and-out not staying•AM: Mostly black coffee and modified with lightener and sweetener on their own•PM: More casual crowd socializing with increase sale of more indulgent coffee •Free Wi-Fi
Ethnography Knowledge Mapping Conjoint Design Consumer feedback
*Sponsor by Dairy Research Institute and presented in Pangborn 2011, Toronto, Canada
THAILANDDrivers of Choices of Latte‐style coffee*
SPRIM CONFIDENTIAL 219/22/2011
Indulgent consumersMore 25-29lightener-type and sweetener, specifically milk-based and sugar
Coffee house/LocationMore 30-447-8AM in car going to workPM use cream as treat or with desert
Health consciousMore 45-54, more maleFat reduction and no caloriePM use cream as treat or with desert
LatteExperience
Experience of the latte purchase (e.g., coffee house, location, atmosphere
The makes up of the latte itself :-Customizing their own latte using lightener and sweetener
Calorie and fat reduced are preferred
Lactose intolerant consumers prefer lactose free milk over non-dairy alternatives*Sponsor by Dairy Research Institute and presented in Pangborn 2011, Toronto, Canada
THAILANDSix keys actions to bring insights to life*
Expand regionallyExpand
regionally
Low‐end disruption innovation
Low‐end disruption innovation
Deeper not broader
Deeper not broader
Honor local differencesHonor local differences
Compromised solution
Compromised solution
Solution for occasionsSolution for occasions
SPRIM CONFIDENTIAL 229/22/2011
*Adapted from The Future of Food Service (Dec. 2010) the Boston Consulting Group
THAILAND
AEC 2015 brings opportunities with changes to ASEAN
ASEAN is growthPeople will move…ASEAN Diaspora
Foreigner cliques and communities within local markets alter the landscapes
New market open exponentially
ASEAN consumers will be harmoniously‐different marketsUnderstand consumers deeper as “people”not statistics
Understand the “why” behind the numbers
Multi‐faceted Consumer Research Approaches
SPRIM’s capability and expertise is based on its experience in managing local CTI challenges with global reaches.
•Global, Regional and Local Team of Regulatory and Scientific Affairs Professionals
•understanding specific Industry needs (Food, Pharma, Cosmetics, Hygiene…)
SPRIM’s capability and expertise is based on its experience in managing local CTI challenges with global reaches.
•Global, Regional and Local Team of Regulatory and Scientific Affairs Professionals
•understanding specific Industry needs (Food, Pharma, Cosmetics, Hygiene…)
SPRIM CONFIDENTIAL 239/22/2011
THAILANDCONTACT
Kannapon Lopetcharat, Ph.D.Managing Director, Southeast Asia
S.P.R.I.M. (Thailand) Co., Ltd.Unit 810, 8/F Sitthivorakit Bldg.
5 Soi Pipat, Silom Rd., Silom, BangrakBangkok 10500 THAILAND
Tel: +66 2 2345612Fax: +66 2 2345614
Mobile: +66 80 2173489Email: [email protected]
Skype: sprim_kannapon.lopetcharatwww.sprim.com
SPRIM CONFIDENTIAL 249/22/2011
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