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1、TheVietnameseToday:ChangingFamilyDemandsAPULSEpresentationbyMcCannEricksonVietnamJuly20041KeyInsightToday’sVietnamesefamilyisfacedwithuniquechallengesbroughtaboutbyanevolutionofneedswhichappeartobehappeningfasterthanitshould.Howfast?Theyneverpassthroughtheageofpagersnor
2、analogphones,theywentstraighttoGMSandCDMAtechnologyinjust3years.FrombicyclestomotorbikestoautomobilesandnowSUVsinaspanof5yearsMichaelJacksonhasnorelevancetothem,Britneyhas.2KeyInsightWhatthreadstoday’sdemandsacrossallgroups(FB,IB,CB)istheneedforinformation,news,ideastha
3、twillimprovetheirexperiences,knowledgeandinformation.Theyallwanttoembracetheoutsideworldbutappearnottobeinahurrytodoso.Theyareoptimisticthatgatewayswillopenorhaveopenedforthemtoenjoyandsavorthesenewideasfromtheworld.Thegatewaysofnewinformationiscomingfromthemedia,IT,edu
4、cationoverseas,travel3PULSE:ChangingFamilyDemandsFamilyBuilders:TheEmergingVietnameseMoms4KeyInsightsTheEmergingMomVietnamesemomsareataphaseofdiscoveringnewinformationandnewtechnologythatisalmostofthesamelevelwiththeyouth(eg.Internet,newfunbrands,self-improvementgadgets
5、)ThesenewopportunitiesfromcurrentwaveofIThaveinspiredthemtothinkandbehavemoreassertively,moredecisively.Stabilityathomeandahealthyfamilylifeisstilleverymom’sultimateaspiration,howevertheyhaveopeneduptotheneedforself-improvementinknowledge,inskills,andinexperience.5PULSE
6、FindingsBasicvaluesinherenttomomswhenitcomestofamilyandthehomeisthesametodayasitwasbefore.Keydifferencebetweenyesterday’smomandtoday’sistheemergenceoftechnologyandnewinformationthatwomenaregettinghookedinto.Also,today’shigherincomehavegiventhemmoredecision-makingrightsa
7、thomeandmorepersonalluxuries.Thereisagrowingnumberofwomenwhoareoptingfordivorce,astheybegintogainmoreconfidencetofacesocietyasasingleparent.6PULSEFindingsTheemergenceofnewinformationhaveturnedinto“discoveries”ofopportunitieswhichallowthemto:explorebeyondthebasichomemana
8、gementroutine;beabitmoreadventurousorinnovativeinhandlingtheirresponsibilitiestothefamilyandhome;self-improve7
