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Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Transcript of Target Group Index BrY10w2+Y11w1 (Fev09Jan10)- - Experian · Target Group Index BrY10w2+Y11w1...

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Agenda What is Target Group Index?

Why class C?

Urban class C in Brazil

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Target Group Index Created in England in 1968. The methodology was developed by Kantar Media Research (KMR).

Single source study: is the most detailed portrayal of population consumption behavior and habits and various other segments.

Questions comprise simultaneously of behavior, attitudes and opinions of the same individual.

It establishes a vision and at the same time gives a comprehensive and detailed view of different spheres of citizen interaction with the market and society.

The questionnaire consists of around a thousand questions. New data are released every 6 months providing regular updates on annual datasets.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Target Group Index

Interior S. Paulo: 2.580Campinas: 850

Interior South/ Southeast: 1.235

Brazilian sampling base –

100% Probability

Urban population of the

nine largest metropolitan

regions in the country +

Campinas + South and

Southeast Regions interior

10-year historical base

47% of the country population (12 to 64

years old) and 66% of IPC/Pyxis IBOPE

Inteligência

750

1240

1500

1745

2565

3595

1610

1850

750

Around 20,000

interviews

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Why class C?IBOPE Mídia, in association with independent consultants, offers the market a study that results in the most comprehensive knowledge on class C.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

It represents more than half of the country’s population, almost 100 million individuals.

Why class C?Class C or the new Brazilian middle class:

Economy leading player, does not want to give up.

Many sectors of the goods and services industry have benefited from this growth

With personality, class C wants products and services that consider:

their values and principles

their life style

their attitudes

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Urban class C in BrazilWe are alike, we are different

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Class C: Half of population

This geographical scope directly comprises of 32 million people with ages between 12 and 64.

Socioeconomic

classPopulation

In (000) individuals

Total 65.176

AB1 11.347

B2 12.364

C1 19.505

C2 12.746

DE 9.214

Class C consumers “...seek social inclusion through consumption”.FSP – Market – 07/18/2010

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Class C population is

youngerClass C population is

younger with more people up to 34 years old

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Afrodescendents are the majority of class C

White people are not absolute majority in class C: Population per class and race

AB67%

C45%

WHITE

42% are miscegenation heirs (against 27% of class AB)

which, added to blacks, are the majority of this population

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Women in class C make more decisions

Total

AB1

B2

C1

C2

DE

% of women who are head of the family

Women in class C exercise more responsibility within the family. Thus, have greater social and economic autonomy and, consequently, consumption.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Attitude segmentationGenerated by 20 more relevant attitudes for class C, selected among 220 attributes measured by the study.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

We are alike,we are different

Class C attitude segmentation reveals four consistent groups:

Rationals

Personalists

Conformists

Consumerists

RationalsConsumeristsConformists Personalists

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

The segments+35 years old

Plan purchasesSeek advantages

Consumption by impulse is frequent, but planned

when expensive

Consumption issupportiveDo not analyze or

plan the purchases

ThoughtConfidencePrecautionGracefulness

RootsSelf-valaution

Care

Plain

Do not like to stay home

StoicLive in the presentComplex

Reject traditionsLive in the present Gracefulness

Do not like to stay home

Self-centered

Care

RootsSelf-valautionSelf-centrednessLive in the presentGracefulness

Consumption is: self-esteem

+ Women

+ men + youngstersConformists Personalists

ConsumeristsRationals

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

The approach of segmentsFor example...

A Consumerist family:

Sandra, 46 years old and 5 children, lives in Rio at Morro dos Prazeres with her husband, who is a builder`s labourer. She dreams to move away, as it does not happen, she consumes what she has access to.*

“I may even say I am a madame, a madame from Prazeres”, laughs Sandra.

A Rational couple:

He is a postman and she works for a NGO in SP. Both had a childhood dream: to travel abroad. They saved for a while and financed what was necessary.*

“We planned everything and the financing helped us make this dream come true”, says Sérgio.

(*) Source: Revista Istoé # 2128

She purchased a 6-burner stove and 32-inch TV in installments

They purchased a one-week trip to Chile.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

A Conformist:

Lurdes Conceição, 50, is a maid. It is hard to save for old age because maids have no FGTS.(**)

“Life improves, but little”, says Lurdes.

A Personalist:

Carlos Eduardo is a debt collection supervisor. During the week he wears a suit to work, which he considers to be a luxury, as he has a nice appearance all the time. (**)

“During the weekends, the luxury is to wear skateboarder sneakers”, he declares.

(*) Source: Folha de São Paulo – 07/18/10 and 09/06/10

The approach of segmentsFor example...

Buys sneakersof known brands

Recently bought stove and refrigerator in installments

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Class C and health

Massive and exclusive use of public health services is the standard for lower income segments: C2 and DE. Class C1 uses private services, when they can afford them.

Class C seems:

Less concerned with prevention.

Less prone to food excess and physical activity.

Less concerned with food quality

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Education and work in class C

Class C has basically attended junior high school and partially attend high shcool.

The education level is one of the major differences.

The proportion of class C populationthat speaks another language is low.

In general less people inclass C – mostly lower income - are currently studying.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Social Inclusiveness and citizenship in class C

Armed forces

Justice and police

Executive branch

Electoral system

President Lula

Health and public education

Organized civil society

Class C is more suspicious than classes AB about:

Class C is more reliable than classes AB upon:

Church Media

Fire department

Organized in unions

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Class C leisure and entertainment

Cinema, cable TV, printed media have greater impact on the richest and less on class C.

TV fills in idle spaces in class C more than any other activity:Soap operasComedy showsAudience

Internet in class C:less the media function, more the meeting point function

Internet access at LAN speeds in houses is quite significant in class C.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Celebrities

Around 20% of

class C worship

celebrities, granting

audience and

accreditation. This

class C group

essentially consists of

Consumerists,

especially

sensitive to market

appeals.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Music consumption

Class C cultural milestones: Country, Samba/Pagode, Forró, Gospel, Axé and Funk.

The genres cover the entire country, but there is a regional predominance.

Men prefer electronic music and rock.

Women prefer MPB.

Genres with greater appeal for adults: Country and MPB.

Music, TV and internet

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Class C and the purchasing act

Shopping centers and departament stores take in a significant portion of class C, but this is still a minority.

The greater regular shopping frequency for class C – different from classes AB – is at street store

The purchasing act is surrounded by the same concepts with the same intensity throughout the classes: planning prices survey search for opportunities

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

New technologies and technological renewal remain at the top of desires of this class:computer, mobile phone, microwave oven, tv set and refriegerator.

Washing machine –for what it represents -is the main desire of class C.

Class C:

Desired equipment per segment

Conformists Personalists

ConsumeristsRationals

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Class C personal care products consumption

Amongst the products with the largest penetration in higher classes, only dental floss has not yet reached the same rates in class C.

Makeup has been increasing among the classes, withgreater proportional growth among class C women.

A great part of class C women make consumption decisions with regard to appearance, but mostly youngsters ranging from ages 20 to 34 are the ones who support this scenario.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Body care: texture and appearance

Users in 12 months

Amongst the products with less penetration, just the sun block

and mouth wash still have potential development in class C.

Hair styling lotion is a product category that

especially depends on the lower classes to reach its

volume.

56%

72%

34%

72%

46%

47%

47%

58%

52%

48%

45%

42%

40%

38%

57%

45%

53%

35%

40%

38%

36%

Body lotions

Mouth wash/Antiseptic

Hair styling lotion

Sun Protection

Face Moisturizing Lotion

Face Cleaning Products

Hand Lotions

AB1 B2 C1 C2

Users in 12 months

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Financial products: evolutionAn actual factor regarding the expansion of consumption

possibilities of Brazilians has been the credit card or store card

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

About brands

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Class C and brands

Innovation pleases all classes.

The behavior towards the brands tend to be similar among the classes:

Established brands deserve more confidence.

New brands deserve to be known

Brands are references for purchase.

Brand x consumer loyalty may be established.

Refining impacts class AB more, entertainmentpleases class C more.

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Brands and Segments:Washing machine

ThoughtConfidencePrecautionGracefulness

RootsSelf-valaution

Care

Care

RootsSelf-valautionSelf-centrednessLive in the presentGracefulness

Consumption is: self-esteem

Reject traditionsLive in the present Gracefulness

Do not like to stay home

Self-centeredPlain

Do not like to stay home

StoicLive in the presentComplex

Purchase during the past 12 months: greater concentrations

Conformists Personalists

ConsumeristsRationals

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Is it necessary to

consider them

separately?

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

The social interaction of class C is based more on actual and direct experience and its immediate effect rather than on formal, intellectual exchange.

The family picture is frequently different from the classical model that we know. It is homemade and joyful. Greater belief in equality and pacific sociabilityamongst the different ones.

Class C desires:

It always desires - but consumes when possible - the market icons – domestic appliances, technology, cars and real estate properties. However, it’s consumption rhythm is more sporadic or seasonal.

Whom to talk to:

Which is the speech?

The relevance of personal expression. It arises out of the need to be attractive, which in turn, arises out of the desire of differentiation, distinction and prominence.

How to say:

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

Planning, prices, survey and search for opportunities are universal directives of purchase for class C as well.

Food and physical activity are not focused.

There is a large group that practices sports and others that attend sports arenas in class C.

Printed media has low penetration in class C, probably due to limitation of cash.

When and where: The consumption:

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

1. We are alike, we are different

Demographic profile

Values and attitudes (segmentation)

2. Class C infrastructure

Health, education, work

Income and financial life

The net worth

Social Inclusiveness and Citizenship

3. Class C lifestyle

The appearance issue

Leisure, entertainment and advertising

Cultural identity (music, sports, religion)

What does the publication deliver?

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

What does the publication deliver?

4. Class C consumption:

Purchases: When and where

Consumer basket and adopted basket

Brands

5. Major trends

Maslow and class C

Class C growth is sustainable

Arising the interest

Conquering consumption

Class C as market

Target Group Index BrY10w2+Y11w1 (Fev09-Jan10)

For further information, please contact Experian Simmons at 1 800 918 9064 or email

[email protected]

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