AFTER SUCCESSFUL LAUNCHES OF

Transcription

1 AFTER SUCCESSFUL LAUNCHES OF Touching A students Behavior Study Information about Young Parents Lifestyle

2 And Sharing of Benefits of Youth Insights with

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5 What is YUR32% YUR32% is conceived and designed to facilitate better understanding of the most vibrant and energized beat of Pakistani pulse. YUR32% draws on the sample of 3,409 youth (15-30 years) males & females spread over 9 cultural belts and in both urban & rural segments of Pakistan. YUR32% is the story of the all promising 32% of Pakistani population especially their lifestyle, hopes, despairs, role models, media habits and daily routine. YUR32% draws on our experience and previous successes such as following A youth Behavior Study Karachi s Pedia Demographic & Economic Indicators of Pakistan Information about Young Parents Lifestyle Understanding Urban Pakistan

6 WHO ARE YOUTH?

7 What Google Shows When we Write

8 But We Have Different Pictures as Well

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10 But The Taste Of Life Is Like This As Well In Pakistan

11 Lower Income Segment in Urban and Complete Rural Population A Much Neglected Picture their numbers are higher (Almost 80%) than Urban elite population They have their own Media Habits Psychographics Brand Choices Communication tools They have their own Lifestyle, daily routines, entertainment and priorities How it can be missed?

12 YUR32% - A MULTIDIMENTIONAL APPROACH

13 YUR32% Comprising 4 Major Parts Youth will be divided into segments on the basis of their thinking and approach Psychographics Daily Routines / Priorities / Life Style Day in a life / personalities likeness / profession choice /parental control / future plans Brand Choices Media Habits More than 40 Brands - Top 10 Brands overall Top 10 most recalled TVC TV, Radio, Newspapers, Magazines, Films, Internet, mobile phones

14 YUR32% - KNOW YOUR TARGET MARKET

15 Social Fabric is Changing New Celebrities A New World After 3G/4G Media Explosion Cricket Fever Fast Pace of Urbanization New trends in Music A world in Hand Extensive Brand warfare

16 Political Temperature is Increasing Rise & Fall at Political Scene #ThankYou, Raheel Sharif Extremism Social Media Role Elections 2008 & 2013 Imran Khan Sitin Indian Militancy APS Terror Attack

17 How they spend a day Youth priorities of life Their centers of affection there centers of Hate Their aim of life what they want to do? Their hopes there despairs Work Education relationship Their social preferences Future dreams Importance of friends Mobile /cell in their Interaction time Applications how many? Types and connectivity

18 How youth Spent a Day When they sleep When they wakeup When they go to college/ university When do they interact with media When do they prefer to chat with friends When do they enjoy gossiping with family When do they study When do they use facebook

19 What are Their Media Habits youth media preferences Their frequency of interaction When they interact with media Genre wise preference Genre wise channel preference

20 What are The Popular Personalities Favorite Historical Personality Favorite Poet Favorite Political Leader Favorite Writer Favorite International Leader Favorite Cricketer

21 Celebrities Craze Favorite Pakistani Male Singer Favorite Pakistani Female Singer Favorite Pakistani Actor Favorite Pakistani Actress Favorite Indian Actor Favorite Indian Actress

22 Digital Generation Internet in their life Importance of Mobile in their life Urban vs Rural usage What applications they are using What gadgets they have? Social media activism

23 Psychographic Segmentation Psychographic segmentation involves dividing your market into segments based upon different personality traits, values, attitudes, interests, and lifestyles of consumers. This segmentation is advantageous because it allows you to engage in product design and marketing in a focused manner

24 Talking Social Taboos Social Contact of Gender relationships Sexual contacts acceptance Relationships before marriage Women participation is sports Smoking Climate Change perception

25 Their Hopes & Despairs What are the hopes & despairs of youth w.r.t. Personal economic conditions Relationship with neighboring countries

26 Youth Leisure Time Activities Gossiping with friends Book Reading Shopping Listening to Music Playing Cricket Family Time Watching TV Using Internet

27 Their Eating Habits What are the favorite dishes. Favorite homemade dish Frequency of dinning out Companions at that occasion Preferred place to go Preferred dish to eat

28 Countries Perceptions Pakistan s Friends & Pakistan s Enemies

29 Brand Warfare Who Rules the youth? 40+ Categories Brands Inter-category Competition Intra-Category Position Most Popular Category Top 10 Most Popular Brands

30 (Top 10) TV Billboards POP/POS

31 And Much Much More Information Favorite Color Pocket Money Usage Music My Concerns My Desires My Favorite Apparel Religion Pakistan Elders Role

32 STUDY PLAN

33 Study Plan interviews (amongst both genders) have conducted in 38 cities & 142 villages representing 9 cultural belts (Including AJK) For cities: In this study all four strata are covered these 38 cities representing total urban Total Urban Interviews 2281 For Rural Areas: Villages having population more than 3000 but less than 7000 will be selected. Total Rural Interviews Interviews were conducted across all the Socio Economic Classes (SECs) between the age group years. At 95% confidence level the error margin is just +1.53% on bi-polar responses Non Muslim Pakistanis Madressa Students

34 Project Overview YUR32% will represent the entire Youth of Pakistan in all terms Urban Rural Urban Sample Rural Sample Cities 38 Villages Males Sample Female Sample Non Muslim Pakistanis : 72 Madrassa Students : 66

35 Fieldwork Has Completed

36 Cultural Belt and City Wise Coverage Cultural Belt Lower Sindh (431) Upper Sindh (170) South Punjab (258) Central Punjab (401) Cities Urban Sample Karachi 325 Hyderabad 66 Other Cities (3) 40 Sukker 90 Larkana 60 Other Cities (2) 20 Bhawalpur 60 DG Khan 60 Multan 110 Other Cities (2) 28 Faisalabad 110 Lahore 207 Gujranwala 60 Other Cities (2) 24 Cultural Belt Northern Punjab (296) KPK (259) Hazara Belt (150) AJK (120) Baluchist an (196) Cities Urban Sample Sialkot 60 Jehlum 60 Rawp/Isb 164 Other Cities (1) 12 Peshawar 111 Naushera 60 Mardan 60 Other Cities (3) 28 Abbotabad 90 Harripur 60 Muzafarabad 60 Mir Pur 60 Quetta 108 Khuzdar 60 Other Cities (3) 28 Cultural Belt Rural Sample Lower Sindh 48 Upper Sindh 168 Southern Punjab 248 Central Punjab 272 Northern Punjab 112 KPK 152 Hazara Belt 48 Baluchistan 72

37 Cities Distribution S.N o Strata No of Cities %age Contribution LS US SP CP NP HB KPK BAL AJK Metros Having Population more than 2 million Self-Representative Cities Having Population between 0.5 to 1.9 million Large Cities - Having Population between 0.2 to 0.5 million Small Towns Less than 0.2 million 4 39% % % %

38 Strong Semi/Urban & Rural Coverage

39 Reporting Variable Overall By Urban /Rural By Males / Females By Age Groups By Urban SEC / Rural SEC By City Type By Students / Working Youth By Non Muslim Pakistanis By Internet users /Non Users

40 COST IMPLICATIONS

41 DELIVERABLES

42 Deliverables Pulse Responsibility Client s Responsibility Dynamic Excel of Data Tables Standard Report PDF form In case of any special need 25,000/- per analysis were charged separately Go-ahead 100% payment in advance

43 Thank You!!!