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 households (INSEE) households (INSEE) About 2 300 000 About 2 300 000 people in France people in France

A study to understand relationships to brands 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 Study led by Institute specialised in brand valuation

The wealthiest people are more resistant to buying power decrease The wealthiest people are more resistant to buying power decrease 71% 70% I have the feeling to have lost buying power 60% 50% 43% 40% 30% 20% Less than 45 000€ 45-65 000€ net +65 000€ net net/year Source SIMM 2008 – Totally agree

Seducing Affluent people : a major issue for brands

A centric A centric consumer study onsumer study Brand Sensibility to brands Desirability of 100 emblematic brands

A centric A centric consumer study onsumer study Media Brand Advertising usefulness for the reader Advertising legitimacy in the reading contract

A centric A centric consumer study onsumer study Brand Media Brand Adequacy brands/media brands

100 sutdied 100 sutdied brands rands Beauty Air Companies Cars High Tech Finance Luxury Telecoms

15 media brands and 38 titles 15 media brands and 38 titles NEWS MAGAZINES NEWS MAGAZINES TOP OF THE RANGE WOMEN TITLES TOP OF THE RANGE WOMEN TITLES NEWS WEBSITES NEWS WEBSITES DAILY NEWSPAPERS DAILY NEWSPAPERS

Their behavior towards brands

Attraction for brands decreases Attraction for brands decreases roughly oughly towards towards French people in 2008 French people in 2008 « Brands leave me indifferent » 61% 58% 55% 52% 46% 40% 43% 37% « Brands attract me » 2005 2006 2007 2008 Source SOFRES 2008

4 big 4 big brand functions rand functions MARK PLEASURE PERSONAL EXPRESSION INFLUENCE

The brand : a mark function for The brand : a mark function for MARK Affluent people Affluent people People 18 years old and + Affluent people 81% Brands reassure me about products quality 58% 65% I buy sometimes fashion but not top of the range products 58% 53% X 2 I buy preferably famous brands 24% 40% X 3 Being trendy 16% Answer totally agree Base all

Pleas Pleasure, re, PLEASURE a centre piece in brands buying a centre piece in brands buying People 18 years old and + Affluent people 47% I sometimes buy main brands on a blind impulse 30% 46% Give me pleasure , feelings X 2 20% 44% X 2 I like following brand news 26% 38% Reward me for the efforts I made to win money 21% Answer totally agree Base all

Brands, Brands, PERSONAL inside wealth inside wealth revealing revealing EXPRESSION Affluent people People 18 years old and + 36% Express the different aspects of my personality 17% 34% To be more seducing 19% 34% Express my values , my convictions 14% 33% To make me different from others 14% Answer totally agree Base all

Affluent people, Affluent people, INFLUENCE brand reputation brand reputation actors actors People 18 years old and + Affluent people 57% Often give my opinion on some brands 43% 40% Show my belonging to a social class 24% Answer totally agree Base all

Men-Women Men-Women : guide guide I like following brands news 49% 40% Brands allow me to reward me for the efforts 45% 32% I have made to win money I sometimes buy fashion brands that are not 73% 58% not top of the range Brands reassure me about quality 78% 83% Base Affluent people – Total agree

Brand identity prism Brand identity prism Modernity Modernity Creativity Creativity Prestige Prestige Attirance Attirance Watch for quality/ Watch for quality/ Personality Personality pe perfor rforman ance ce Watch for Watch for environmental environmental problematics problematics

Your Brand Your Brand Equity Your rand Equity Your challenger 1 Modernity Modernity Creativity Creativity Prestige Prestige Your challenger 2 Watch for quality/ Watch for quality/ Personality Personality perfor pe rforman ance ce Watch for Watch for environmental environmental problematics problematics

Fashion/Accessories Fashion/Accessories

Reinforce your desirability

Choose the lecture contract Legitimacy to receive brands communication x Utility perceived by communications

Every dailys Every ailys do not have the same o not have the same Dailys natural natural link ink to brands o brands Utility perceived by Brand news % 70 Le Figaro 60 L’Equipe 50 Le Journal du Dimanche La Tribune 40 Le Monde Les Echos 30 Libération 20 10 Legitimacy perceived by Brand communication % 0 0 10 20 30 40 50 60 70 Base : readers of the title Base : Lecteurs de chaque titre concerné

Le Figaro and the influence Le Figaro and the influence Affluent people +6% MARK MARK PLEASURE PLEASURE +9% PERSONAL PERSONAL +9% EXPRESSION EXPRESSION +13% INFLUENCE INFLUENCE Base : All – Ind composition

The editorial positioning The editorial ositioning make make the difference the difference News Utility perceived by Brand news % Le Figaro Magazine 90 Paris Match 80 70 L’Equipe Magazine L’Express 60 Le Nouvel Observateur Le Point 50 Le Monde 2 40 30 20 Legitimacy perceived by 10 Brand communication % 0 0 10 20 30 40 50 60 70 80 90 Base : readers of the title

Le Figaro Magazine and hedonism Le Figaro Magazine and hedonism Affluent people +6% MARK MARK PLEASURE PLEASURE +14% PERSONAL PERSONAL +15% EXPRESSION EXPRESION +8% INFLUENCE INFLUENCE Base : All – Ind composition

Brands play the integral Brands play the integral part of women part of women Women lecture contract lecture contract Utility perceived by Brand news % 100 Madame Figaro Elle 90 Marie Claire 80 Gala 70 60 50 40 Legitimacy perceived by Brand communication % 30 30 40 50 60 70 80 90 100 Base : readers of the title

Madame Figaro and personal Madame Figaro and personal expression expression Affluent people +8% MARK MARK PLEASURE PLEASURE +20% PERSONAL PERSONAL +24% EXPRESSION EXPRESSION +15% INFLUENCE INFLUENCE Base : All – Ind composition

Feed brand image MODERNITY PRESTIGE QUALITY ENVIRONMENT CREATIVITY PERSONALITY

Starting from your prism identity Creativity 80 Watch for sustainable Personality development 0 Watch for quatliy Prestige Modernity Your brand seen by Affluent people

Identify your best ambassadors Creativity Car Brand Example 80 Watch for sustainable Personality development 0 Watch for quality Prestige Modernity Your Brand seen by Readers Figaro Affluent people

Identify your best ambassadors Creativity 80 Watch for sustainable Personality development 0 Watch for quality Prestige Modernity Your brand seen by Internautes lefigaro.fr Affluent people

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