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 "Hanoi and the North are very ‘face’-driven,”, “Brands are used to measure success in life. On the other hand, the South and HCMC are a bit more realistic.” Such a large youth category prompted market research company ACNielsen to identify four general personalities: Saigon Cool, Traditional- ists, Hard-Working Bees and Kids With Big Heads. The Saigon Cool group, a trendy crowd mostly found in urban centres, is an ideal target for mobile phone companies.
As a demographic, Vietnam has the sort of profile that municipal planners dream of: a population of 85 million, with half of these under the age of 25, plus the region’s highest level of consumer confidence, according to an annual index compiled by MasterCard. All in all, a fertile environment for the growth of a new consumer class. “Optimism, coupled with key social traits such as respect for elders, education, humility, resourcefulness and hard work, contribute towards the potential for Vietnam becoming a very solid and significant consumer-based nation,”.
Marketers need to take demographic variables into account, however, before they start thinking about a single idea for the entire country. Distinct cultural differences separate the country’s main commercial hub, HCMC in the South and Hanoi, the capital, in the North. “Hanoi and the North are very ‘face’-driven,”. “Brands are used to measure success in life. On the other hand, the South and HCMC are a bit more realistic.”
For this reason, most foreign brands will launch in the North first before trickling down south. The largely rural and under-developed central area between these two cites also remains far less brand conscious.
“The centre is a bit more traditional and family-oriented,” Mishra observes. However, given that three-quarters of the population reside outside urban centres, marketers would do well to think outside HCMC and Hanoi. Getting the distribution right takes precedence over branding here.
Perhaps the single most impressive fact about this developing country is its 90 per cent literacy rate. When Mishra first entered a local supermarket, he was shocked to see how many shoppers were actually reading package labels — “More than anywhere I’ve been to,” he says. “Vietnamese consumers are genuinely interested in new brands and new categories,” he says. “There’s little of the resistance and cynicism we see in other markets.”
One thing is for sure: marketers cannot afford to wait long, especially given Vietnam’s unusually young, savvy and brand-conscious population. Also known as ‘cadres-kids’, today’s youth is the first generation born in a true market economy.
“These days, the youth are the translators of the consumer world for their parents,” says Mishra. “They are influential for a purchase decision — from shampoos to beverages — and are much faster in decoding the message of advertising.”
Such a large youth category prompted market research company ACNielsen to identify four general personalities: Saigon Cool, Traditional- ists, Hard-Working Bees and Kids With Big Heads. The Saigon Cool group, a trendy crowd mostly found in urban centres, is an ideal target for mobile phone companies.
“They are the most image-conscious and more global and spontaneous in their outlook,” says Chris Morley, MD of ACNielsen Vietnam.
At the other end is an equally large number of Hard-Working Bees, or aspirational youths, who are always planning for their futures. This makes them big consumers of locally-branded dairy products and skin care items.
The third category, Traditionalists, have conservative values and prioritise organisation and personal development. They are more likely to devote pocket money to items like gum, candy and hair conditioner.
Finally, Kids with Big Heads refer to those who have been cosseted by their parents their whole lives. They rarely need to make decisions and are thus more carefree than their peers, making them susceptible to promotions and impulsive buying.
Reaching out to a population whose average age is 26 poses constant creative challenges to advertisers vying for their attention. “They appreciate good acting, humour and intelligent wit,” advises Bates’ Gordon Jones. “Above all, a good idea.”
To launch a roll-on deodorant, Rexona developed a cheeky storyboard shot in ‘hidden camera’ . One spot featured a young urbanite teasing his friend about his wet underarm spots, comparing its wetness to that of his friend’s ex-girlfriend. Cheekiness shouldn’t be kept in short supply Gordon Jones suggests, as most brands still push straightforward, rational advertising. “I’m not sure how successful this will continue to be, as consumers look for more interesting, emotional and even irreverent communication.”
Another tip? “The Vietnamese are very proud of their heritage, so if you can find an insight into heritage from their point of view, the campaign will get talked about,” he says. Nuti IQ, a milk powder, reaped sales with this tack. Its commercials feature three historical Vietnamese figures as babies, with the running super: ‘Every hero was a child once’.
(Source: media)
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