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CLOSING THE MONEY GAP презентация
Содержание
- 1. CLOSING THE MONEY GAP
- 2. OF 18-35 YEAR OLDS IN ASIA BELIEVE
- 3. AND BANKERS ARE BEING TAUGHT THAT YOUNG
- 4. LOST IN TRANSLATION BANK SPEAK PEOPLE SPEAK
- 5. BANKS INSURANCE CREDIT CARDS 85 49 43
- 6. MOTOR OIL AND LUBRICANTS HOME CARE AND
- 7. LUCKILY, THERE’S AN OPPORTUNITY TO RETAIN
- 8. GenerationAsia INSIGHTS UNCOVERED THROUGH: Talked, shopped, planned
- 9. A FINANCIAL PLAN IS IMPORTANT 73% I
- 10. THE NEW PERCEPTION OF MONEY THE
- 11. 1. LIFE IS NOW Mary Bailey@flickr.com
- 12. MONEY ENABLES FREEDOM Shehal Joseph@flickr.com
- 13. I DON’T SEE MONEY AS ANYTHING MORE
- 14. THE TRADITIONAL PATH TO WEALTH IS SEEN
- 15. THE IDEA OF WORKING LONG HOURS TO
- 16. YOUTH IS THE TIME FOR EXPLORATION -
- 17. I DON’T NEED TO EARN A LOT.
- 18. SEE PARENTS AS THEIR SAFETY NET
- 19. MONEY IS NOT MULTI-GENERATIONAL THE PREVIOUS GENERATION’S
- 20. BE A PARTNER IN SELF-EXPLORATION, CONNECT TO AMBITION RATHER THAN PRUDENCE OR IMPULSE OPPORTUNITY
- 21. 2. PASSION IS THE DESTINATION craftivist collective@flickr.com
- 22. ONE DAY I HOPE TO DO GREAT
- 23. PASSIONS HAVE MOVED FROM BEING HOBBIES TO BEING THE CENTRE OF LIFE Leland Francisco@flickr.com
- 24. …IN FACT IT’S VERY CRUCIAL FOR US
- 25. PASSION DEFINES MY CAREER Ryan Li@flickr.com
- 26. WHEN I’M 40, I WANT TO TO
- 27. DAY AND NIGHT Anthony Easton@flickr.com
- 28. IF I CAN EARN MONEY FROM DOING
- 29. SATISFACTION IS ABOUT SELF-FULFILLMENT Georgie Pauwels@flickr.com
- 30. TO ME, A CAREER IS NOT A
- 31. THE CATEGORY’S STRENGTHS ARE DISASSOCIATED FROM WHAT
- 32. THEY LOOK FOR THINGS AND PEOPLE THAT
- 33. STATUS IS NOT MONEY THIS FUNDAMENTAL SHIFT
- 34. TO GAIN ENGAGEMENT AND CREDIBILITY BY ENABLING DAILY DELIVERY OF PASSIONS (NOT IMPULSE) OPPORTUNITY
- 35. 3. EXPERIENCES ARE INVESTMENTS Qrator@flickr.com
- 36. LUXURY IS HAVING NEW EXPERIENCES 80% Source:
- 37. EXPERIENCE ISN’T ABOUT INDULGENCE alwaysmnky@flickr.com
- 38. I WOULD SPEND THAT MONEY ON TRAVELLING.
- 39. EXPERIENCES SHAPE LIVES AND THEIR CHOICES Georgie Pauwels@flickr.com
- 40. I SAVED FOR A FEW MONTHS BEFORE
- 41. LIKE TO BE THE FIRST TO TRY
- 42. A MINDSET, NOT JUST A PHASE, OF EXPERIMENTATION Frankie Roberto@flickr.com
- 43. I AM STILL TRYING TO FIGURE OUT
- 44. FULLY COMMITTED FOR THE SHORT TERM jamiesrabbits@flickr.com
- 45. RIGHT NOW, I WORK IN ADVERTISING BECAUSE
- 46. MONEY AS A LIBERATOR SWITCHING HORSES IS
- 47. MONEY SHOULD BE A LIBERATOR – IT’S NOT
- 48. TO BE A BRAND THAT SUPPORTS THE
- 49. NOW DOESN’T MEAN IMPULSIVE SATISFACTION IS SUCCESS
- 50. BE A PARTNER IN SELF-EXPLORATION CONNECT TO
- 51. HOW WE CAN PARTNER JD Hancock@flickr.com
- 52. BRAND DEVELOPMENT: MEASURE how consumers view your
- 53. INSIGHT + INNOVATION: UNCOVER insights specific to
- 54. VML Singapore VML India Y&R China
Слайд 2OF 18-35 YEAR OLDS IN ASIA BELIEVE HAPPINESS IS MORE IMPORTANT
78%
Source: GenerationAsia a proprietary study of 32,000 Asians by Y&R+VML
PEOPLE ARE MOVING BEYOND BEING OBSSESSED WITH MONEY
frankieleon@flickr.com
Слайд 3AND BANKERS ARE BEING TAUGHT THAT YOUNG PEOPLE ARE OVERLY OPTIMISTIC
An
THE YOUNG WILL BE OVERLY OPTIMISTIC ABOUT THEIR ABILITY TO MAINTAIN THEIR LIFESTYLE. THINKING NOTHING BAD WILL HAPPEN TO THEM, THEY COULD END UP IN DEBT, OR WORSE, BANKRUPT
Слайд 5BANKS
INSURANCE
CREDIT CARDS
85
49
43
85
39
72
Source: BAV 2014 China (Age 18-34); BAV 2014 Indonesia (Age
CONSUMERS HAVE A LOW PERCEPTION OF BRANDS IN THE FINANCE CATEGORY
RANK OUT OF 115 CATEGORIES
RANK OUT OF 94 CATEGORIES
Слайд 6MOTOR OIL AND LUBRICANTS
HOME CARE AND CLEANING
DELIVERY SERVICE COMPANIES
GASOLINE/ PETROLEUM
STATIONERY
LAUNDRY PRODUCTS
CAR
NEWSPAPER AND MAGAZINES
KITCHENWARE
Source: BAV 2014 China (Age 18-34); BAV 2014 Indonesia (Age 18-34); BAV India 2013 (18-34)
Ranking based on Brand Strength
LACK OF UNDERSTANDING HAS TURNED MONEY INTO A LOW INVOLVEMENT CATEGORY
FINANCIAL SERVICE BRANDS RANK ON PAR WITH:
Слайд 7
LUCKILY, THERE’S AN OPPORTUNITY TO RETAIN POTENTIALS RATHER THAN CHASE PROSPECTS
THINKING
Source: Ernst & Young (Retail Banking in Asia Pac, 2010)
Craig_Sunter@flickr.com
Слайд 8GenerationAsia
INSIGHTS UNCOVERED THROUGH:
Talked, shopped, planned and argued with people across China,
The world’s largest study of connected Asians. 32,000 adults across China, Hong Kong, India, Indonesia, South Korea, Malaysia, Philippines, Singapore, Thailand and Vietnam.
The world’s largest consumer study of brands in Asia, covering China, India, Indonesia, South Korea, and Thailand.
Слайд 9A FINANCIAL PLAN IS IMPORTANT
73%
I KNOW ABOUT DIFFERENT INVESTMENTS
46%
EDUCATION ISN’T THE
FutUndBeidl@flickr.com
Слайд 10THE NEW PERCEPTION OF MONEY THE NEW ROLE OF MONEY THE NEW PURPOSE
UNDERSTANDING:
Paul Cunningham@flickr.com
Слайд 13 I DON’T SEE MONEY AS ANYTHING MORE THAN A TOOL TO
Слайд 14THE TRADITIONAL PATH TO WEALTH IS SEEN AS ROOTED IN THE
Pictures of Money@flickr.com
Слайд 15THE IDEA OF WORKING LONG HOURS TO MAKE MORE MONEY DOES
Слайд 16YOUTH IS THE TIME FOR EXPLORATION - NOT TO BE TIED
Phil Dolby@flickr.com
Слайд 17 I DON’T NEED TO EARN A LOT. I WOULD BE HAPPY
Слайд 18SEE PARENTS AS THEIR SAFETY NET
MONEY IS AN ENABLER, NOT TO
LIFE, NOT MONEY, IS THE FILTER
BEHAVIOUR
Слайд 19MONEY IS NOT MULTI-GENERATIONAL THE PREVIOUS GENERATION’S SUCCESS IN ACCUMULATING MONEY
TRUTH
Слайд 20BE A PARTNER IN SELF-EXPLORATION,
CONNECT TO AMBITION RATHER THAN PRUDENCE OR
OPPORTUNITY
Слайд 22ONE DAY I HOPE TO DO GREAT THINGS TO IMPACT LIVES
82%
Source:
IMPACT RATHER THAN MONEY IS THE AMBITION HERE
craftivist collective@flickr.com
Слайд 23PASSIONS HAVE MOVED FROM BEING HOBBIES TO BEING THE CENTRE OF
Leland Francisco@flickr.com
Слайд 24…IN FACT IT’S VERY CRUCIAL FOR US TO FIND WHAT WE
Слайд 26WHEN I’M 40, I WANT TO TO BE DOING SOMETHING THAT
Слайд 28IF I CAN EARN MONEY FROM DOING THE THINGS THAT I
Слайд 30TO ME, A CAREER IS NOT A LADDER TO CLIMB. A
Слайд 31THE CATEGORY’S STRENGTHS ARE DISASSOCIATED FROM WHAT ACTUALLY CONNECTS WITH YOUTH
Source:
Trustworthy
High Quality
Upper Class
Customer Caring
Socially Responsible
Progressive
Up-to-date
High Performance
Best Brand
Worth More
STRONG ATTRIBUTES
WEAK ATTRIBUTES
Слайд 32THEY LOOK FOR THINGS AND PEOPLE THAT INSPIRE PASSION
MONEY IS A
THEY WANT MONEY TO ENABLE PASSION, NOT SACRIFICE IT
BEHAVIOUR
Слайд 33STATUS IS NOT MONEY THIS FUNDAMENTAL SHIFT IN THEIR IDEA OF
TRUTH
Слайд 34TO GAIN ENGAGEMENT AND CREDIBILITY BY ENABLING DAILY DELIVERY OF PASSIONS
OPPORTUNITY
Слайд 36LUXURY IS HAVING NEW EXPERIENCES
80%
Source: GenerationAsia a proprietary study of 32,000
EXPERIENCES ARE THE INPUT INTO LIFE
Michael Himbeault@flickr.com
Слайд 38I WOULD SPEND THAT MONEY ON TRAVELLING. YEAH! I THINK THE
Слайд 40I SAVED FOR A FEW MONTHS BEFORE I LEFT WITH ABOUT
Слайд 41LIKE TO BE THE FIRST TO TRY NEW THINGS
76%
Source: GenerationAsia a
RAPID ADAPTATION TO CHANGES IN THEIR WORLD
spivaartworkers@flickr.com
Слайд 43I AM STILL TRYING TO FIGURE OUT WHAT I’M GOING TO
Слайд 45RIGHT NOW, I WORK IN ADVERTISING BECAUSE IT REALLY INTERESTS ME
Слайд 46MONEY AS A LIBERATOR
SWITCHING HORSES IS THE NORM, NOT THE EXCEPTION
MONEY
BEHAVIOUR
Слайд 47MONEY SHOULD BE A LIBERATOR – IT’S NOT MEANT TO BE AN
TRUTH
Слайд 48TO BE A BRAND THAT SUPPORTS THE VIEW THAT MONEY’S PURPOSE
OPPORTUNITY
Слайд 49NOW DOESN’T MEAN IMPULSIVE
SATISFACTION IS SUCCESS
MONEY IS JUST PAPER WITHOUT PASSION
RETURNS
THE LONG TERM IS ABOUT CONSTANT CHANGE
LESSONS FROM FUTURE EARNERS
Слайд 50BE A PARTNER IN SELF-EXPLORATION
CONNECT TO AMBITION RATHER THAN PRUDENCE
TO GAIN
TO BE A BRAND WHICH SUPPORTS THE VIEW THAT MONEY’S PURPOSE IS TO HELP CREATE THE DOTS WHICH WILL CONNECT LATER
THE OPPORTUNITIES
Слайд 52BRAND DEVELOPMENT:
MEASURE how consumers view your brand across 48 dimensions, using
CONNECT Inspire love and respect for your brand by giving you an action report using an in-depth analysis of your brand including Brand Imagery and Social Listening
COMPLETE the picture by creating clear brand architectures for all your brands and sub-brands and positioning to various audience segments using your data and our strategic expertise
Слайд 53INSIGHT + INNOVATION:
UNCOVER insights specific to your brand, market and products
CREATE clear strategies and communications for your brand to become irresistible to people who will help you deliver business results and shareholder value
DEVELOP new products and services using insights, inspiration and collaboration. A series of Innovation workshops that can help you reimagine your brand’s behavior and action
Слайд 54
VML Singapore
VML India
Y&R China
Y&R India
Y&R Indonesia
Y&R Hong Kong
Y&R Philippines
Y&R Singapore
Email: GenerationAsia@yr.com
