ASEAN Consumers After AEC 2015
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By Kannapon Lopetcharat, PhD, Managing Director, Sprim Thailand
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ASEAN Consumers After AEC 2015
- 1. THAILAND THAILAND ASEAN Consumers after AEC 2015 Harmoniously Differences Similarity and Difference – How to Gain Consumer Insights and Understanding for Product Development SPRIM CONFIDENTIAL 19/22/2011 Presented by: Kannapon Lopetcharat, Ph.D. Managing Director, SPRIM (Thailand)
- 2. THAILAND ASEAN Consumers after AEC 2015 Harmoniously Differences Abstract AEC 2015 will connect ASEAN countries together in an unprecedented way. The connections will impact the allocation of products and consumers that will change the landscape of both local and regional markets. There will be “ASEAN Diasporas” who will create cliques and communities within a local market. Also there will be an explosion of new territories for exporters. Understanding the similarities and differences among ASEAN consumers will be critical for marketing and new product development. This presentation use the similarities and differences of three demographic parameters (ethnicity, religion and language) that are bases of believes and behavior and national diets to highlight the “harmoniously differences” among ASEAN consumers. Also, this presentation will propose new approach, Multi‐faceted Consumer Research Approaches, to study and understand consumers in order to gain “in‐depth” understanding and consumer insights that can be used in new product development and marketing. SPRIM CONFIDENTIAL 29/22/2011
- 6. THAILAND Indonesia and the Philippines differ from the other countries the most because of their ethnic diversity SPRIM CONFIDENTIAL 69/22/2011 Brunei Cambodia Laos MalaysiaSingapore Thai Indonesia Myanmar the Philippines Vietnam - 4 - 2 0 2 4 6 8 - 6 - 4 - 2 0 2 F1 (23.5%) 4 6 8 F2(20.3%) Indonesia and the Philippines differ from the other countries the most because of their ethnic diversity Myanmar and Vietnam differ from the other countries because of the lack of ethnic diversity This group is more similar to each other because they have an ethnicity in common, the Chinese.
- 7. THAILAND Even though, Brunei, Malaysia, Singapore & Thailand have more than 10% Chinese, their ethnic compositions still differ greatly. Singapore Malaysia Thailand Brunei Myanmar Cambodia Indonesia Laos Philipines Vietnam SPRIM CONFIDENTIAL 79/22/2011 0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0 80.0 % of Chinese in each country population Hm ong, 2 Indian, 2 indigenous, 2 M alay , 2 Thai, 2 M on, 1 Banjar, 1 Banten, 1 Betawi, 1 Bicol, 1 Bugis, 1 Burm an, 1 Cebuano, 1 Hiligaynon or Ilonggo, 1 Hoa, 1 Ilocano, 1 Indians, 1 Javanese, 1 Karen , 1 Khm er, 1 Khm ou, 1 Khom e, 1 Kinh (Viet) , 1 Lao, 1 M adurese, 1 M alays, 1 M inangkabau, 1 M uong, 1Nun, 1 Pam pango, 1 Pangasinan, 1 Rakhine, 1Shan , 1 Sundanese, 1Tagalog, 1 Tay, 1 Vietnam ese, 1 W aray, 1 Others, 9Chinese, 6
- 8. THAILAND Buddhism and Islam are major religion among ASEAN countries with exceptions in Vietnam and the Philippines SPRIM CONFIDENTIAL 89/22/2011 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Cambodia Thailand Myanmar Laos Singapore Malaysia Brunei Vietnam Indonesia the Philipines Religion distribution within each ASEAN country Buddhist Muslim Christian (Roman Catholic) Christian (Protestant) Christian (unspecified) Hindu Others or unspecified None
- 9. THAILAND ASEAN countries have their own official languages but they are migrating toward English and Chinese SPRIM CONFIDENTIAL 99/22/2011 KhmerLao Vietnamese BurmeseThai French Mandarin Chinese Malay TagalogBahasa- Indonesia Bahasa- Malay Malay ChineseEnglish
- 10. THAILAND Comparison of diet among ASEAN countries SPRIM CONFIDENTIAL 109/22/2011 Cambodia Laos VietnamMyanmar Thailand Singapore Brunei PhilippinesIndonesiaMalaysia Note: the ratio of the bars is for demonstrating purposes only
- 11. THAILAND ASEAN “Diaspora” A diaspora* (from SPRIM CONFIDENTIAL 119/22/2011 Greek διασπορά, "scattering, dispersion") • The movement, migration, or scattering of people away from an established or ancestral homeland Source: *Wikipedia http://en.wikipedia.org/wiki/Diaspora **Countdown AEC 2015: Opportunities that come with risks, สารวิจัยธุรกิจ (Volume 14, Issue 32) December 2010. Business Risk Research Department (Krung Thai Bank Pcl. **
- 12. THAILAND The explosion of new markets SPRIM CONFIDENTIAL 129/22/2011 Expands market size from 500K‐ 2 million consumers to 600 million consumersExpands market size from 500K‐ 2 million consumers to 600 million consumers Local & NativeLocal & Native Local & DiasporasLocal & Diasporas New consumers in new territories New consumers in new territories
- 14. THAILAND AEC 2015 changes Who, Where, When and How products are experienced SPRIM CONFIDENTIAL 149/22/2011 Extrinsic Brand, Imagery, Price, Package Intrinsic Ingredients Product Features Functions Benefits Drivers How one develops products when the environments keeps changing?
- 15. THAILAND Instead of treating consumer as “respondents, subjects or statistics” SPRIM CONFIDENTIAL 159/22/2011 Gender: Female Averaged age: 35 years old Average income: $35,000/year Marital status: Married 40%, Divorce 35%, Single 25% Ethnicity: Asian 10%, Caucasian 80%, Other 10% Country: Thai, US, UK, Nigeria, Singapore Religion: Buddhist, Muslim, Christian Gender: Female Averaged age: 35 years old Average income: $35,000/year Marital status: Married 40%, Divorce 35%, Single 25% Ethnicity: Asian 10%, Caucasian 80%, Other 10% Country: Thai, US, UK, Nigeria, Singapore Religion: Buddhist, Muslim, Christian
- 17. THAILAND Applying consumer understanding enhances new product development at various stages Final Product Ideation Conceptua- lization Feasibility/Development (Primary R&D Function) Commercialization & Launch Concept Prototypes STRATEGY & INNOVATION REGULATORY & SCIENTIFIC AFFAIRS ISSUE & QUALITY MANAGEMENT RESEARCH & CLINICAL SERVICES MARKETING COMMUNICATION Product testing for consumer perception claim substantiation Effective product screening Product category appraisal Support upstream innovation CONSUMER & TECHNICAL INSIGHTS SPRIM CONFIDENTIAL 179/22/2011
- 18. THAILAND Multi‐faceted Consumer Research Approaches SPRIM CONFIDENTIAL 189/22/2011 Sub-conscious measurements Video diaryEthnography Online blogging Online community Value DiagramNeeds, Wants and Ideas Survey Live- Interview
- 19. THAILAND Great innovation happens when innovators truly understand consumers TECHNOLOGY CONSUMER INSPIRED Technology identified at Extremes and Fringes Technology identified at Extremes and Fringes Multi-faceted Approaches Sub-conscious measurements of consumer perception Emotion measurements In-context ethnography (consumer observation and conversation) Qualitative Multivariate Analysis of products and consumers You will get… Product that consumers actually “love” and “excited” Know the performance of your communication and product at emotional level Know actual and real consumer’s behavior quantitatively Truly understand the connection between values, emotions and product attributes SPRIM CONFIDENTIAL 199/22/2011
- 20. THAILAND Drivers of Choices of Latte‐style coffee* SPRIM CONFIDENTIAL 209/22/2011 •Quiet with soft music •More casual looking crowd •Staying for long time with minimum order •Place for job interview •PM: More casual with increase sale of more indulgent coffee •Free Wi-Fi •Coffee with donut •Ice coffee Black coffee •Drive-thru •Most coffee ordered by 11 AM •No coffee ordered after 5 PM •Wi-Fi available but not free •Business casual •In-and-out not staying •Most coffee ordered by 11 AM •No staying customers •Black coffee with lightener and sweetener •More family-type customers (family for breakfast and parent ordered coffee) • Free Wi-Fi •Loud atmosphere •Business casual •In-and-out not staying •AM: Mostly black coffee and modified with lightener and sweetener on their own •PM: More casual crowd socializing with increase sale of more indulgent coffee •Free Wi-Fi Ethnography Knowledge Mapping Conjoint Design Consumer feedback *Sponsor by Dairy Research Institute and presented in Pangborn 2011, Toronto, Canada
- 21. THAILAND Drivers of Choices of Latte‐style coffee* SPRIM CONFIDENTIAL 219/22/2011 Indulgent consumers More 25-29 lightener-type and sweetener, specifically milk-based and sugar Coffee house/Location More 30-44 7-8AM in car going to work PM use cream as treat or with desert Health conscious More 45-54, more male Fat reduction and no calorie PM use cream as treat or with desert Latte Experience Experience of the latte purchase (e.g., coffee house, location, atmosphere The makes up of the latte itself :-Customizing their own latte using lightener and sweetener Calorie and fat reduced are preferred Lactose intolerant consumers prefer lactose free milk over non-dairy alternatives *Sponsor by Dairy Research Institute and presented in Pangborn 2011, Toronto, Canada
- 22. THAILAND Six keys actions to bring insights to life* Expand regionally Expand regionally Low‐end disruption innovation Low‐end disruption innovation Deeper not broader Deeper not broader Honor local differences Honor local differences Compromised solution Compromised solution Solution for occasions Solution for occasions SPRIM CONFIDENTIAL 229/22/2011 *Adapted from The Future of Food Service (Dec. 2010) the Boston Consulting Group
- 23. THAILAND AEC 2015 brings opportunities with changes to ASEAN ASEAN is growth People will move…ASEAN Diaspora Foreigner cliques and communities within local markets alter the landscapes New market open exponentially ASEAN consumers will be harmoniously‐different markets Understand consumers deeper as “people” not statistics Understand the “why” behind the numbers Multi‐faceted Consumer Research Approaches SPRIM’s capability and expertise is based on its experience in managing local CTI challenges with global reaches. •Global, Regional and Local Team of Regulatory and Scientific Affairs Professionals •understanding specific Industry needs (Food, Pharma, Cosmetics, Hygiene…) SPRIM’s capability and expertise is based on its experience in managing local CTI challenges with global reaches. •Global, Regional and Local Team of Regulatory and Scientific Affairs Professionals •understanding specific Industry needs (Food, Pharma, Cosmetics, Hygiene…) SPRIM CONFIDENTIAL 239/22/2011
- 24. THAILAND CONTACT Kannapon Lopetcharat, Ph.D. Managing Director, Southeast Asia S.P.R.I.M. (Thailand) Co., Ltd. Unit 810, 8/F Sitthivorakit Bldg. 5 Soi Pipat, Silom Rd., Silom, Bangrak Bangkok 10500 THAILAND Tel: +66 2 2345612 Fax: +66 2 2345614 Mobile: +66 80 2173489 Email: kannapon.lopetcharat@sprim.com Skype: sprim_kannapon.lopetcharat www.sprim.com SPRIM CONFIDENTIAL 249/22/2011
- 25. Asian Food Regulation Information Service is a resource for the food industry. We have the largest database of Asian food regulations in the world – and it’s FREE to use. We publish a range of communication services (free and paid), list a very large number of food events and online educational webinars and continue to grow our Digital Library. Feel free to contact us anytime to talk about your specific requirements, offer comments, complaints or to compliment us. We look forward to hearing from you soon! www.asianfoodreg.com adrienna@asianfoodreg.com