Synovate Business Consulting - Eurocham

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...As do family patterns and mothering strategiesMotheringSharingGate-keepingSelf-image ofthe mother• identity = 100% mother• mother and child areone• identity = woman (+mother)• mother and child areseparate entities• identity = child manager• mother guides the childRelationship• dependence• hierarchy,inequality• responsibility to protect,shelter child• equality• communicate, descendto level of the child• control child by meansof discourse• normative, strictHow shesees herchild• small, fragile, cuddly,dependent• in need of mother’s love,care, protection• progressive, youngadult, independent• stimulate child to find itsown way in the world• chaotic, unpredictable• child needs clearstructure, regularity,consistency© <strong>Synovate</strong> 2011 www.synovate.com/businessconsulting22
Relevance of system depends on ageImportantImportantsystemssystemsFamilysystemsFamily + peergroup systemPeer groupsystemParents/familyFriendsPeer groupChild as prescriptorEarly consumerInnovatorAgeAge3 years old 7 - 8 years old 13 - 14 years old18 years oldMajorMajorpsychologicalpsychologicalneedsneedsDependence Autonomy IndependenceNeed to fitNeed to discoverNeed to break looseinto the familyown limits and worldfrom the familyBelongingNeed to be part of the groupDifferentiationNeed to be unique© <strong>Synovate</strong> 2011 www.synovate.com/businessconsulting23
Page 1 and 2: Is Growth back on your agenda?www.s
Page 3 and 4: Global GrowthConsultingfrom Vietnam
Page 5 and 6: ways we can assistSome of the quest
Page 8 and 9: Our presence & coverageSynovate Bus
Page 10 and 11: Kids in AsiaToday’s Kids: Multi-T
Page 12 and 13: They fit 29 hours of activities int
Page 14 and 15: And they use mobile phones as multi
Page 16 and 17: No wonder then, kids in Asia are ha
Page 18 and 19: The psychological development from
Page 20 and 21: Marketing to kids and teens= Market
Page 24 and 25: To marketers, relevance of the syst
Page 26 and 27: 'North of the Border'© Synovate 20
Page 28 and 29: We are all Brand custodiansBrandDev
Page 30 and 31: The Search for Harmony....© Synova
Page 32 and 33: Maintaining Independence© Synovate
Page 34 and 35: Planning is everything, the plan is
Page 36: Helping you to Focus on opportuniti

Synovate Business Consulting - Eurocham

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