Male vs Female

1. Male vs. Female The Nielsen Company
Gender Marketing Insights

2. Nielsen’s commitment to deliver you the
Bigger Picture in Vietnam

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

4. 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

5. What
makes men
and women
tick?

6. The Female Brain is Wired Differently Than
the Male Brain
2010 © NeuroFocus, Inc. All Rights Reserved. Confidential and Proprietary.
6
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/

7. Attraction is more than skin deep
Personality
Success
Appearance
Appearance
Knowledge
Attraction Levers

8. Expectations are similar but women
are in it for the long-term
Ideal Man
Well behaved/ Polite Well behaved/ Polite
Family-oriented Family-oriented
Understanding Understanding
Self-confidentStable job
Stable job Self-confident
She said..
He said…
“Manliness in looks
and manner”
“Family man”

9. Men are different so women need to
be understanding
Ideal Woman
Decent manners when
speaking
Family-oriented
Family-oriented
Decent manners when
speaking
Well behaved/ Polite Well behaved/ Polite
Feminine looking Tidy looking
UnderstandingFeminine looking
She said..
He said…
“Well-groomed, takes
care of family”
“Family first, good
with in-laws”

10. Traditional roles still abound
Bread
winner
Bread
winner
Pillar and
Protector
Pillar and
Protector
Smart,
macho,
successful
Smart,
macho,
successful
Expect to
do big
things
Expect to
do big
things
Home-
maker
Home-
maker
Care-
giver
Care-
giver
Weak/
Needs
protection
Weak/
Needs
protection
Gentle,
feminine
submissive
Gentle,
feminine
submissive
What men really want &
What women find attractive
=
SUCCESS
“All males want to earn a lot of
money…that’s going to get females’
respect and attraction”
Emergence of female
bread winners
30% earning for self/
family

11. Expectations and aspirations drive
value of appearance
88% Appearance is
important
I want to be respected by others 52I want to be respected by others 56
I want to feel confident to the
people I meet
47
I want to feel confident to the
people I meet
49
I want to be attractive to the
opposite sex
34
I want to create a professional
image at work
32
I want to create a professional
image at work
29I want to look good for myself 31
I want to look good for myself 26
I want to be attractive to the
opposite sex
25
I want to stand out from the
crowd
25I want to stand out from the crowd 23
% Very
Impt
% Very
Impt
Tools for
success

12. How far can you go for the sake of
appearance? Cosmetic surgery?
Both genders will not go this far!
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

13. Men use accessories but women expect
men to smell good as well
Clothes(97%)
Shoes(87%)
Personal care
products(56%)
Mobile
phones(94%)
Motorbikes (82%)Products men use
to attract women
Products women
expect men to use
Clothes(86%)
Perfume/
Cologne (40%)
Shoes(64%)
Motorbikes(65%)
Mobile
phones(66%)

14. Women could use more scent and sparkles
Products women
use to attract men
Products men expect
women to use
Clothes(96%)
Mobile
phones(85%) Shoes(87%)
Motorbikes (67%)
Personal care
products(77%)
Clothes(87%)
Shoes(64%)
Perfume/
Cologne(79%)
Accessories/
Jewelries (55%)
Personal care
products(53%)

15. •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
Key findings &
Implications

16. Male
Grooming
~ A growing
opportunity

17. Confidence gained from appearance is
driving curiosity for personal care products
Motivation for using
Personal Care Products
Electronic devices (79%)
Beverages[Beer] (52%)
Finance (12%)
Personal care (55%)
Products interested to try
[Males]
76
68
39
37
23
74
64
72
33
29
To be more confident
To have a good personal
hygiene
To look good for myself
To attract the opposite
sex
To have a good
impression to others
Males Females
It is common for
males to use
personal care.
Grooming is a
way to show our
respect to others.
I think it’s quite
good when males
also groom for
themselves. I’d be
proud of my
boyfriend if he’s
well-groomed and
confident.

18. The grooming evolution
Sophisticated
Basic
•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
•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

19. High potential to expand basic
products for men
Sophisticated
Basic
100
93
74
71
56
53
34
31
31
Shampoo
Razors
Shaving cream
Deodorant
Hair gel
Body wash
Fragrances
Hair conditioner
Facial wash
100
97
97
89
84
71
62
60
56
51
19
Shampoo
Body wash
Hair conditioner
Facial wash
Cosmetic
Fragrances
Deodorant
Lipcare
Facial moisturizer
Body lotion/cream
Hair gel
Ave 5.5 products used
Ave 7.9 products used

20. The potential for men’s PC products is real
with growth seen in the market
11
27
24
3
14
(4)
Shampoo Deodorant Facial Cleanser
Men Segment
Women/ Unisex
Men Vs. UNISEX – TOTAL 6 CITIES-NEW
–VOLUME % Chg YA
25
966
1
4
81
16
43
6
22
(1)
16
(20)
(2) (2)(3)
-40
-20
0
20
40
60
80
100
Shampoo
Moist Face
Cleanser
Deodorant
Personal Wash
Hair Styling
Hair Coloring
Cologne
Lips Care
Category
Men segment
13
17
6
22
57
131
73
18
0
20
40
60
80
100
120
140
Shampoo Hair
Conditioner
Facial
Cleanser
Hand&Body
Lotion
Personal
Wash
Deodorant
Category
Men segment

21. 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%)
Barriers for using
•Make it too complicated (51%)
•Make it a waste of time and money
(35%)
•Make it for females only (31%)
Don’ts
Pay attention
to needs
Important benefits
•Refreshment (36%)
•Anti-aging (27%)
•Deep cleansing (15%)
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.

22. 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%)
Barriers for using
•Make it too complicated (51%)
•Make it a waste of time and money
(35%)
•Make it for females only (31%)
Don’ts
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
don’t like too white skin
as it might reflect a
weak and kind of feminine image”
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.

23. Learn from the females
100
97
97
89
84
71
62
60
56
51
19
10
14
15
19
24
19
11
22
24
12
17
Shampoo
Body wash
Hair conditioner
Facial wash
Cosmetic
Fragrances
Deodorant
Lipcare
Facial moisturizer
Body lotion/cream
Hair gel
Current use Will use more
Product Usage
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.
It’s not sufficient for
the skin.

24. What’s in store for the future?
“I want to prevent my lips from
dryness…yet most lipcare
products now are for females”
Lip balm
Dark-circle
remover
Hygiene
wash
Mini-marts
for men
“We stay up late a lot…for football or work…hence need
to remove eye puffs and dark
circles…and need a strong
one as our skin is different
from females”
“We definitely need to keep
personal hygiene as women…but
none of such products have been
available”
“I wish there is a supermarket for
males only…where I can
comfortably browse and examine
products and prices before buying
what I want”

25. More products are becoming non-exclusive
Beer
Razors Razors
Wine
Cigarettes Cigarettes
Hygiene Hygiene
wash wash
Lipcare Lipcare
Anti-shadow
eyes cream
Moisturizer
Body cream/
lotion
Sun block
Life Insurance Life Insurance
Credit cards Credit cards
Laptop/PC
TVs
Shampoo
Mobilephones Mobilephones
Bar
Soap
Toothpaste Toothpaste
Deodorants
Shower gel
Facial Facial
Cleanser Cleanser
Milk
Hair
Conditioner
Beer

26. •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
Key findings &
Implications
Speak
Respond
Communicate
Understand
Observe

27. Where to
start?

28. Point 1 –Catch the Hot Boys
95
88
81
15-24 y.o
25-39 y.o
40-50 y.o
•15 – 24 years old
•Roughly 1.45 million males in HCMC and Hanoi
•Spends VND 357,000 per week
Clothes
10%
Hi-tech
gadgets
11%
Others
39%
Food
40%
~$555/yr~$568/yr
~$142/yr ~$156/yr
58%
55%
33%
31%
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
Importance of appearance
Importance of appearance
Reason why appearance is important Reason why appearance is important

29. Hot personal care products for hot boys
Products usage and intention to use Products usage and intention to use
100
79
78
67
61
54
46
41
27
16
10
23
29
33
36
32
20
5
12
10
10
13
18
27
53
Shampoo
Razors
Deodorant
Hair gel
Shaving cream
Body wash
Facial wash
Fragrances
Hair conditioner
User
Non-user but will consider using
Non-user, non-considerer
Among 15-24 yo
High product usage and high consideration among non-users

30. How to reel them in
Get their friends
Key influencers in fashion
•Friends (29%)
•TV (21%)
•Family/ relatives (14%)
•Magazines (10%)
•Movies (10%)
Catch them online
Internet habits
•88% Use internet everyday
•Top websites:
•Hihihehe
•Zing
•Kenh14
•Dantri
Be mindful of the price
Spending influence
•Price (74%)
•Brand (69%)
•Promotion (51%)
•Product reviews (49%)
•Advertisement (42%)
•WOM (35%)
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)

31. Point 2: Understand gender shopping behavior
“When we go into a fashion store,
we can try different shirts but only
buy 1 or 2 that fits us the most.
Females are different, they can buy
3-4 shirts for example, even though
they only try 1-2 of them.”
“When we go into a fashion store,
we can try different shirts but only
buy 1 or 2 that fits us the most.
Females are different, they can buy
3-4 shirts for example, even though
they only try 1-2 of them.”
“We males normally have a plan of
what to buy before shopping.
Females might just go unplanned
and end up buying a lot of things.”
“We males normally have a plan of
what to buy before shopping.
Females might just go unplanned
and end up buying a lot of things.”
“I don’t like to bargain. If I find a
good quality product that suits me, I
will just pay for it and go. My wife is
different, she always takes time to
bargain down the price.”
“I don’t like to bargain. If I find a
good quality product that suits me, I
will just pay for it and go.My wife is
different, she always takes time to
bargain down the price.”
Bargain-hunter,
impulsive, easy
to influence
Quality-seeker, grab
and go, planned
shopping
Needs Fulfillment
Needs Fulfillment
Journey
Journey

32. No matter what industry you’re in…Tickle
women with a price discount and assure men of
quality
78
59
40
38
25
19
9
6
6
4
2
70
48
25
28
14
18
19
15
31
3
17
Product quality
Durability
Functions
Value for money
International brand
Product design
Vietnamese brand
After sale services
Discounted price
Advertising
Promotions
Males Females
Important shopping
considerations

33. TV is king but still have window for targeted
communication
Daily Daily
Daily
Daily
Daily
Daily
Weekly
Weekly

34. TV is king but still have window for targeted
communication
Daily Daily
Daily
Daily
Daily
Daily
Weekly
Weekly
I have the habit
of reading
newspapers over
a cup of filter
coffee in the
morning. It’s my
own time. So
relaxing and
indulging
Magazines are
very informative.
They have topics
that suit me. I’m
updated with the
latest fashion
trends.
I surf everyday to
keep updated with
news. Then I can
discuss and chat
with my friends at
cafes. I’ll look quite
dull if I don’t know
about the things
that they discuss
with each other

35. 33
37
22
8
27
42
25
5
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
Generally I don't like advertising
Males Females
Show me the benefit…and the price!
Functional
benefits
(64%)
Functional
benefits
(64%)
Attitude towards advertisement
70% are
almost
unaffected
70% are
almost
unaffected
Exciting
ambience
(33%)
Exciting
ambience
(33%)
Attractive
prices
(53%)
Attractive
prices (53%)
Attracting
elements of TVC

36. •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 don’t forget the power of the internet; continued
development is a certainty
Key findings &
Implications

37. Final Thoughts
••Appearance Appearance
–Confidence
–Respect
–Success
••Evolution Evolution
–Products across all industries
••Same Same, But Different Same Same, But Different
–Communication

38. Confidential & Proprietary
Copyright © 2010 The Nielsen Company
Confidential & Proprietary • Copyright © 2007 The Nielsen Company
Thank you Any questions, please email:
[email protected]