Pre Zen Tare - Gfk, Irina Craciunescu

1

GfK Custom Research Branding for Women - Values and Lifestyles Roper Reports June 2011

Branding for Women

A Roper Reports Analysis

2


agenda THE

1 Consumer understanding by measuring personal values

2 Romanians values in the global context

3 Most important and least important personal values of Romanian women3 Most important and least important personal values of Romanian women

4 Shopping Styles, Indulgence, Entertainment and Socializing Activities

driven by personal values

5 Conclusion

3


by measuringpersonal values

Consumer Understandingby measuringpersonal values

4


Marketing Communications

Researching lifestyles and personal values in order to offer you a competitive edge

Personal values

BrandPositioning

Channels

Lifestyles

How people live their lives

Personal values

How people want to live their lives

5


Roper Reports Worldwide Methodology

� 39,274 interviews with 15+ year old consumers in 26 countries

Providing insight into the lives and values of the world since 1997…

� Sample size in Romania: 1028 respondents

� Coverage in Romania: representative for urban population

6


Roper Reports Worldwide Coverage

National sample

Urban Urban w/o lowest Socio Economic Segments

Western EuropeFranceGermanyItalySpainSwedenUK

Central EuropeCzech RepublicPolandRomania

North AmericaUSACanada

Latin AmericaMexicoBrazilArgentina

Russia Other countriesEgyptSouth AfricaTurkey

Asia/ PacificAustraliaJapanTaiwanKorea

ChinaIndiaIndonesiaThailand

7


Groups of values make up typologies

Self reliance

Freedom

Being youthfulHaving fun

Self esteem

Open mind Social toleranceHonesty

Family HelpfulHedonism

Self-directionNurturing

Survival

Pleasure People

Modesty

Working hard

Sex

Tradition

Traditional gender roles

Faith

Self esteem

Knowledge

Self interest

Wealth

Status

Looking good

Survival

Tradition

AchievementAchievement

Power Tradition

SocialSocial-- rationalsrationals

8


In the GlobalContext

Romanian ValuesIn the GlobalContext

9


While two years ago Romania was placed in the Power quadrant, in 2010 we resemble tradition oriented countries more

USA

UK

Sweden

SpainPoland Italy

Germany

Czech RepublicCanada

AustraliaArgentina

Pleasure People

World Value Map in 2010

Power Tradition

USA

Turkey

Thailand

Taiwan

South Africa

Russia

Poland

Mexico

Korea

Italy

Indonesia

India

France

Egypt

China

BrazilRomaniaJapan

10


9 7 12 7

27 38 2527

17 16

% distribution of consumers by value orientation

Romania is more traditional than Globally, but owns a similar sized group of Achievers, as in 2010 this group significantly decreased as compared to 2008

2008 2010

��

��

17

26

16 27

11

5

111110

410

713

1112

12

12 10 14 10

Global Romania Global Romania

Self-directeds Achievers TraditionalistsNurturers Socialrationals SurvivorsHedonists

��

��

11


46 50 5140 36

51 4655

There are more women among Traditionalists and Nurturers and more men among Hedonists

% distribution of Value Types in Romania by gender

54 50 4960 64

49 5445

Romania Self-directeds Achievers Traditionalists Nurturers Socialrationals Survivors Hedonists

Male Female


Personal ValuesOf Romanian women

Most important and least importantPersonal ValuesOf Romanian women

13


Top 10 Personal Values of Romanian Women

The top 10 values considered extremely important by all population are

82%declare Protecting the family as being extremely important

74%mention Material

61%mention Faith

60%mention Knowledge

population are also most important personal values for women

extremely important personal value = 7 on a scale from 1 to 7

mention Material security

68%mention Honesty

63%mention Stable personal relationships

62%mention Freedom

mention Knowledge

57%mention Friendship and Thrift

56%mention Enjoying life


Indulgence, Entertainment

Shopping Styles,

and Socializing Activitiesdriven by personal valuesdriven by personal values

15


Young Generation uses more ways of indulging compared to other generations, they have indicated on average 4 activities, mature women 3and senior 2.

% of women who do these when they want to indulge themselves

Recreation activities Shopping activities Outdoor and

entertainment activities

16


ConclusionConclusion

17


Conclusion

� Start with Your Brand: Identify Your Brand’s Underlying Values

Values offer a truly global understanding of consumers which breaks national frontiers and traditional views on demographics

� Understand Your Consumers: Which Values Are Most Relevant to Your � Understand Your Consumers: Which Values Are Most Relevant to Your

Consumers

� Develop a Ownable Connection to Consumers: Where Do Your Brand Values

and Consumer Values Intersect (What If They Don’t?)

� Be Relevant: Values segmentations are a starting point - Execute Taking into

Account Demographics, Lifestage, Lifestyles and Geography

18


Thank you!

Contact:Contact:Irina Craciunescu

Senior Research Consultant

[email protected]

Documents

Pre Zen Tare - Gfk, Irina Craciunescu