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AFFLUENT PEOPLE ? AFFLUENT PEOPLE ?
About About 2 300 000 2 300 000 people in France people in France 5% 5% of French population, matching
- f French population, matching high
AFFLUENT PEOPLE ? AFFLUENT PEOPLE ? More than 65 000 More than 65 - - PowerPoint PPT Presentation
AFFLUENT PEOPLE ? AFFLUENT PEOPLE ? More than 65 000 More than 65 - - PowerPoint PPT Presentation
AFFLUENT PEOPLE ? AFFLUENT PEOPLE ? More than 65 000 More than 65 000 net / year net / year after after tax ax by by household household 5% 5% of French population, matching of French population, matching high high income income
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Study led by 900 people interviewed of 18 years old and more Surveys run on Internet
Study realised from the 20th of June to the 9th of July 2008
Institute specialised in brand valuation
A study to understand relationships to brands
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43% 71%
20% 30% 40% 50% 60% 70%
Less than 45 000€ net/year 45-65 000€ net +65 000€ net I have the feeling to have lost buying power
The wealthiest people are more The wealthiest people are more resistant to buying power decrease resistant to buying power decrease
Source SIMM 2008 – Totally agree
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Seducing Affluent people : a major issue for brands
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A centric A centric consumer study
- nsumer study
Brand
Sensibility to brands Desirability of 100 emblematic brands
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A centric A centric consumer study
- nsumer study
Advertising usefulness for the reader Advertising legitimacy in the reading contract
Media Brand
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A centric A centric consumer study
- nsumer study
Brand Media Brand
Adequacy brands/media brands
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100 sutdied 100 sutdied brands rands Luxury Cars Telecoms Finance Air Companies High Tech Beauty
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TOP OF THE RANGE WOMEN TITLES TOP OF THE RANGE WOMEN TITLES NEWS MAGAZINES NEWS MAGAZINES 15 media brands and 38 titles 15 media brands and 38 titles DAILY NEWSPAPERS DAILY NEWSPAPERS NEWS WEBSITES NEWS WEBSITES
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Their behavior towards brands
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2005
Attraction for brands decreases Attraction for brands decreases roughly
- ughly towards
towards French people in 2008 French people in 2008
Source SOFRES 2008
2006 2007 2008
58% 52% 55% 61% 40% 46% 43% 37% « Brands leave me indifferent » « Brands attract me »
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4 big 4 big brand functions rand functions
INFLUENCE MARK PLEASURE PERSONAL EXPRESSION
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53% 81% 65% 40%
Base all People 18 years old and + Affluent people
The brand : a mark function The brand : a mark function for for Affluent people Affluent people
24% 58% 58% 16%
Answer totally agree
MARK
X 3 X 2
I buy preferably famous brands Being trendy Brands reassure me about products quality
I buy sometimes fashion but not top of the range products
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46% 44% 38% 47%
I sometimes buy main brands on a blind impulse Give me pleasure, feelings I like following brand news Reward me for the efforts I made to win money
20% 26% 21% 30%
Pleas Pleasure, re, a centre piece a centre piece in brands buying in brands buying
PLEASURE
Affluent people
X 2 X 2
People 18 years old and + Base all Answer totally agree
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36% 34% 34% 33%
Express the different aspects of my personality To be more seducing Express my values, my convictions To make me different from others
17% 19% 14% 14%
Brands, Brands, inside inside wealth wealth revealing revealing
PERSONAL EXPRESSION
Affluent people People 18 years old and + Base all Answer totally agree
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40% 57%
24%
Often give my opinion on some brands Show my belonging to a social class
43%
Affluent people, Affluent people, brand reputation brand reputation actors actors
INFLUENCE
Affluent people People 18 years old and + Base all Answer totally agree
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Men-Women Men-Women : guide guide
Base Affluent people – Total agree
I like following brands news
49% 40%
Brands allow me to reward me for the efforts I have made to win money
45% 32% 73% 58%
I sometimes buy fashion brands that are not
not top of the range
Brands reassure me about quality
78% 83%
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Attirance Attirance
Modernity Modernity Watch for Watch for environmental environmental problematics problematics Creativity Creativity Watch for quality/ Watch for quality/ pe perfor rforman ance ce Prestige Prestige Personality Personality
Brand identity Brand identity prism prism
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Modernity Modernity Watch for Watch for environmental environmental problematics problematics Creativity Creativity Watch for quality/ Watch for quality/ pe perfor rforman ance ce Prestige Prestige Personality Personality
Your Brand
Your challenger 1 Your challenger 2
Your Your Brand Equity rand Equity
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Fashion/Accessories Fashion/Accessories
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Reinforce your desirability
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x
Choose the lecture contract
Legitimacy to receive brands communication Utility perceived by communications
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10 20 30 40 50 60 70 10 20 30 40 50 60 70
Le Journal du Dimanche Le Figaro Le Monde Libération L’Equipe Les Echos La Tribune
Legitimacy perceived by Brand communication % Utility perceived by Brand news %
Base : Lecteurs de chaque titre concerné
Every Every dailys ailys do not have the same
- not have the same
natural natural link ink to brands
- brands
Dailys
Base : readers of the title
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Base : All – Ind composition
Le Figaro and the influence Le Figaro and the influence
INFLUENCE MARK PLEASURE PERSONAL EXPRESSION INFLUENCE
MARK PLEASURE PERSONAL EXPRESSION +6% +9% +9% +13%
Affluent people
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10 20 30 40 50 60 70 80 90
10 20 30 40 50 60 70 80 90
L’Express Le Figaro Magazine Le Monde 2 Le Nouvel Observateur L’Equipe Magazine Le Point Paris Match
News
The editorial The editorial positioning
- sitioning make
make the difference the difference
Base : readers of the title
Utility perceived by Brand news % Legitimacy perceived by Brand communication %
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Le Figaro Magazine and hedonism Le Figaro Magazine and hedonism
INFLUENCE
MARK PLEASURE PERSONAL EXPRESSION
INFLUENCE
MARK PLEASURE PERSONAL EXPRESION +6% +14% +15% +8%
Affluent people
Base : All – Ind composition
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30 40 50 60 70 80 90 100 30 40 50 60 70 80 90 100
Gala Madame Figaro Marie Claire Elle
Brands play Brands play the integral the integral part of women part of women lecture contract lecture contract
Women
Utility perceived by Brand news % Legitimacy perceived by Brand communication %
Base : readers of the title
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Madame Figaro and personal Madame Figaro and personal expression expression
INFLUENCE
MARK
PLEASURE
PERSONAL EXPRESSION
INFLUENCE
MARK PLEASURE PERSONAL EXPRESSION +8% +20% +24% +15%
Affluent people
Base : All – Ind composition
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Feed brand image
MODERNITY PRESTIGE QUALITY ENVIRONMENT CREATIVITY PERSONALITY
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80
Creativity Personality Prestige Modernity Watch for quatliy Watch for sustainable development
Affluent people
Starting from your prism identity
Your brand seen by
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80
Creativity Personality Prestige Modernity Watch for quality Watch for sustainable development
Readers Figaro Affluent people
Identify your best ambassadors
Your Brand seen by
Car Brand Example
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80
Creativity Personality Prestige Modernity Watch for quality Watch for sustainable development
Internautes lefigaro.fr Affluent people
Your brand seen by
Identify your best ambassadors
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