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Insights from Global TGI

Moving Targets The New Global Consumer Landscape. Insights from Global TGI. THE WORLD IS CHANGING … FAST!. THEMES. The macro picture: the shift of consumer power to the BRICs The impact at the consumer level Global brand owner activity in the BRICs Next after the BRICs: the “CIVETS”?

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Insights from Global TGI

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  1. Moving Targets The New Global Consumer Landscape Insights from Global TGI

  2. THE WORLD IS CHANGING… FAST!

  3. THEMES • The macro picture: the shift of consumer power to the BRICs • The impact at the consumer level • Global brand owner activity in the BRICs • Next after the BRICs: the “CIVETS”? • The rush to digital • The impact of digital on media behaviours • A prediction for the future: it’s all about mobile internet

  4. THE MACRO PICTURE: THE SHIFT OF CONSUMER POWER TO THE BRICs

  5. THE GENESIS OF THE “BRICs”BRAZIL, RUSSIA, INDIA, CHINA

  6. BRICs FUNDAMENTALSBRAZIL + RUSSIA + INDIA + CHINA

  7. GROSS DOMESTIC PRODUCT – 2008 – US$ (TRILLIONS)TOP 10 MARKETS Source: Goldman Sachs

  8. GDP – 2050 FORECAST – US$ (TRILLIONS) TOP 10 MARKETS Source: Goldman Sachs

  9. THE IMPACT AT THE CONSUMER LEVEL

  10. COMPARATIVE GROWTH: DEVELOPING vs. DEVELOPEDHAVE CAR IN HOUSEHOLD (%) +0.2% +3% +8% +92% Base: Total measured adult population (note: India like-for-like comparison using metro class only ) Source: Global TGI

  11. COMPARATIVE GROWTH: DEVELOPING vs. DEVELOPEDOWN A MICROWAVE OVEN (%) +13% +3% +148% +50% Base: Total measured adult population (note: India like-for-like comparison using metro class only ) Source: Global TGI

  12. COMPARATIVE GROWTH: DEVELOPING vs. DEVELOPEDHAVE A CREDIT/DEBIT CARD (%) +7% +4% +189% +84% Base: Total measured adult population (note: India like-for-like comparison using metro class only ) Source: Global TGI

  13. COMPARATIVE GROWTH: DEVELOPING vs. DEVELOPEDHAVE A CREDIT/DEBIT CARD +14% +14% +274% +123% Base: Total measured adult population (note: India like-for-like comparison using metro class only ) Source: Global TGI

  14. COMPARABLE CATEGORY SIZESPENETRATION IN MILLIONS Base: Total measured adult population Source: Global TGI

  15. GLOBAL BRAND OWNER ACTIVITY IN THE BRICs

  16. THE DOMINANCE OF MULTI-NATIONALS TOP BRANDS/PRODUCTS BY PENETRATION Red boxes = brands owned by international companies Source: Global TGI

  17. GLOBAL BRAND OWNER STRATEGY IN THE BRICs: CATEGORY FLOODING

  18. DETERGENT BRANDS BY SOCIO-ECONOMIC LEVEL: RUSSIA Source: Marketing Index Russia 2010 Base: Total measured adult population

  19. TOILET SOAP BRANDS BY SOCIO-ECONOMIC LEVEL: INDIA Source: TGI India 2010 Base: Total measured adult population

  20. DEODORANT BRANDS BY SOCIO-ECONOMIC LEVEL: BRAZIL Source: Target Group Index Brazil 2010 Base: Total measured adult population

  21. NEXT AFTER THE BRICs: THE “CIVETS”?

  22. THE “CIVETS” • The countries where the next-highest growth rates after the BRIC economies are expected. • They are: • Colombia • Indonesia • Vietnam • Egypt • Turkey • South Africa

  23. GROWTH IN THE “CIVETS”COLOMBIA +935% +166% +180% +146% +23% Base: Total measured adult population Source: TGI Colombia

  24. GROWTH IN THE “CIVETS”EGYPT +101% +54% +9% +17% Base: Total measured adult population Source: TGI Egypt

  25. GROWTH IN THE “CIVETS”TURKEY +31% +127% +11% +23% +29% Base: Total measured adult population Source: TGI Turkey

  26. GROWTH IN THE “CIVETS”SOUTH AFRICA +62% +69% +93% +12% +35% Base: Total measured adult population Source: TGI South Africa

  27. THE RUSH TO DIGITAL

  28. Average penetration of nine digital items: MP3 Player DVD Player PC Mobile Phone Internet Broadband Internet on phone Digital Camera Digital Camcorder DIGITAL ADVANCEMENT INDEX

  29. DIGITAL ADVANCEMENT INDEX SELECTED MARKETS Base: Total measured adult population Source: Global TGI

  30. HAVE INTERNET ACCESS AT HOME (%)SELECTED MARKETS Base: Total measured adult population Source: Global TGI

  31. MOBILE PHONE OWNERSHIP (%)SELECTED MARKETS Base: Total measured adult population Source: Global TGI

  32. THE IMPACT OF DIGITAL ON MEDIA BEHAVIOURS

  33. TREND IN INTERNET USAGE (% OF POPULATION)SELECTED TGI COUNTRIES Base: Total measured adult population Source: Global TGI

  34. TREND IN MOBILE PHONE OWNERSHIP (% OF POPULATION)SELECTED TGI COUNTRIES Base: Total measured adult population Source: Global TGI

  35. TREND IN RADIO LISTENING (% OF POPULATION)SELECTED TGI COUNTRIES Base: Total measured adult population Source: Global TGI

  36. TREND IN NEWSPAPER READING (% OF POPULATION)SELECTED TGI COUNTRIES Base: Total measured adult population Source: Global TGI

  37. TREND IN MAGAZINE READING (% OF POPULATION)SELECTED TGI COUNTRIES Base: Total measured adult population Source: Global TGI

  38. A PREDICTION FOR THE FUTURE: IT’S ALL ABOUT MOBILE INTERNET

  39. “The biggest thing happening at the moment is not social networking. It is the shift to computing on cellphones” Simon Silvester, Young & Rubicam

  40. MOBILE INTERNET ACCESS (%) Source: Global TGI Base: Total measured adult population

  41. PCs, INTERNET USE AND MOBILE PHONES (million)BRICs vs. US/JAPAN: 2009 BRICs US + Japan Source: Boston Consulting Group

  42. PCs, INTERNET USE AND MOBILE PHONES (million)BRICs vs. US/JAPAN: 2015 FORECAST BRICs US + Japan Source: Boston Consulting Group

  43. INDIA: A CASE IN POINT • Total population is 1.16bn, but only 81m Indians (7%) regularly use the internet • But 507m own mobile phones • Calls can cost as little as $0.006 per minute • 20m new subscribers sign up every month • 3G services arrive next year

  44. PERSONAL COMPUTERS AND MOBILE PHONE SIM CARDS INDIA AND CHINA, FORECAST TO 2015 (million) Source: Boston Consulting Group

  45. JAPAN: SITE TYPES VISITED – MOBILE INTERNET % OF MOBILE INTERNET USERS Source: ACR (TGI Japan) Base: All who access internet via mobile

  46. CHINA: MOBILE INTERNET BEHAVIOURS% OF MOBILE INTERNET USERS Base: All who access internet via mobile Source: CNRS (TGI China) 2009

  47. CONCLUSIONS • The macro picture: the shift of consumer power to the BRICs • The recent large-scale growth at the consumer level will continue • The BRICs remain a major growth opportunity for global brand owners • Watch out for the emergence of the “CIVETS”! • The rush to digital • The impact of digital on media behaviours has already been dramatic • A prediction for the future: it’s all about mobile internet • As well as being the new engines of global growth, the BRICs are the sources of the most dynamic changes in digital consumption

  48. Moving Targets The New Global Consumer Landscape Insights from Global TGI

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