Bangkok--25 May--Mindshare
- Local consumers prefer Thai language to content online.
- Connected via localized media such as local radio, caravan van, local cable and the local community announcement with local languages.
Mindshare, the leading marketing and media network in Thailand reveals today “Hunt 2011- KNOW LOCAL, GO LOCAL” 32 of Mindshare people go local to dig information and observe the consumers themselves a qualitative research using consumer dialogue, lifestyle immersion, and observation to analyze the findings from 3 key target consumer groups which are mums, working females, and university students who live in up-country area - Lampoon, Ratchaburi, and Sakonnakorn. The study aims to pave the understanding of the consumers’ perspective, the different roles of media channels and how these impact up-country consumers and their relationship with brands. More importantly, Mindshare see the need of its employees to get up-close and personal with this group of consumers.
Pathamawan Sathaporn, Head of Business Planning, Mindshare said, “With the ever more complex lifestyle of consumers and media landscape of today, Mindshare acknowledges this and continuously invests and find new approaches to understand this changing environment..
But Bangkok is NOT Thailand…Whilst digital and new technologies emerges and continue to affect the more urbanite, younger consumer groups living in Bangkok and other main cities…we should not forget the other 70% of the Thailand population.”
Key facts & findings and 3 key part of analysis from “Hunt 2011- KNOW LOCAL, GO LOCAL” that reflects the current up-country consumer lifestyle were declared today.
Overall fact and findings on lifestyle & local value;
- MORE peacefulness, LESS traffic BUT motorcycles are everywhere
- Mums Rule…They are the key decision makers for the household BUT not the ideal life for working females.
- Believe in the higher spirits… BUT don’t believe they have the luck for promotional campaigns
- TV is constantly on…the main medium they consume and interact with BUT with younger target, TV is TURN ON with TURN OFF ATTENTION
- Celebrity sells…BUT not across all categories and target groups.
About the consumers, the research also found that up-country consumers live practical and simple life. Their values & lifestyle reflect the thinking to live for the now, make the most of today. Young adults try to have extra money to pay and play, avoid asking money from parents. While mums focus mainly on the future for the child, that means giving the best education. Religion and values ingrained in their lifestyle. Moreover, the news around the community is more important that what is happening outside.
About the brands and categories, the research found that the consumers are more cautious in spending, seek on practical benefit and value for the money.
- Loyal to brands, unless influenced by WOM, celebrities or price promotions
- like to try new products, especially if smaller pack sizes available
About the channel, TV is always on…with or without an audience. They love for localized media such as local radio, local cable, caravan car, and local announcement which communicate via their local languages. As brand must go where they are, wet markets and flea market are popular across all targets. Digital is seeping in as we see young adults watching TV programs on the net and working females is shopping online. However, don’t forget to make it readable. Thai language is preferred.
“Firstly, Bangkok is not Thailand and all urban cities are not the same. Understand the different cultures and values of the region i.e. big events in the Northeast works while more close to home activities preferred for the North. Secondly, Visual power, number power. Ensure the right type of OOH context and content. Thirdly, marketers could always recheck on The M value (… made for here … music… market… money). Fourthly, digital is ON… But keep it simple, Thai text, easy apps, versus promotions for a smart phone. Last but not least, TV+ … TV is still a must while marketers could consider other alternative medium as mentioned such as local media and digital” Pathamawan comments on 5 key implications for marketers to communicate with those up-country target groups.
Notes to the Editor
Mindshare is a global marketing and media services network with billings in excess of $23 billion (source: RECMA).
The network consists of 97 offices in 67 countries throughout the USA, Latin America, Europe, Middle East, and Asia Pacific; each dedicated to forging competitive marketing advantage for businesses and their brands.
Mindshare is a member of WPP, the world’s leading communications service group with $63.5bn in billings (source: RECMA).
For more information, please visit: www.mindshareworld.com.
GroupM, the world’s leading full service media investment management operation, was created by WPP Group to oversee its assets in this sector. These assets include Mindshare, Mediaedge:cia, MediaCom and MAXUS. The focus of GroupM is the intelligent application of volume and scale in trading, innovation and quality of services, in order to bring benefit to clients and the companies it operates.
For more information, please visit: www.groupm.com.
For further information, please contact:
Thitiporn Unchurit
Mindshare
+662 629 6327
[email protected]