#TAPInsights

How do you sell a family car?

We answer using data!

Hi! I am Roshni!CEO and Founder of Tickled Media

Roshni Mahtani is the CEO and Founder of Tickled Media, the publisher of theAsianparent.com. She has over 10 years of media and marketing experience across the US and Asia Pacific.

As an entrepreneur based in Singapore, Roshni is also actively involved in the start-up community. In 2012, she founded the Female Founders Network, a group of over 500 female founders. She also sits on the board of TIE. Singapore and is a mentor at JFDI where she works with early stage start-ups

“When couples

become parents, they become a new target

audience.”

theAsianparent Insights wanted to find out what were the main concerns and decisionmaking factors of parents when it came to purchasing cars

TAP collected quantitative data from 200 parents

Let’s find out what

Singaporean parents are

thinking

Cars happen to be the most convenient mode of transport

HOWEVER

30%of parents don’t believe their

car is family friendly

50%

of parents who don’t

consider their car to be family friendly blame it

on space constraints

What do parentsreally want in a car?

1) Space in car (more seats, more legroom)

2)Trunk space

3)DVD/TV/ Entertainment system

4) Sliding doors

5) Child lock

Top 5 family friendly car features

1. Price

2. Safety

3. Fuel economy

4. Family friendly

5. Brand

1. Price

2. Safety

3. Family Friendly

4. Fuel Economy

5. Brand

Those who consider their car to be Family Friendly

Those who don’t consider their car to be Family Friendly

Most popular car brands

What do parents primarily use the car for?

53% drive to work

30% pick up and drop

their kids to school

7% to run errands

76% of mums are primary

decision makers when

buying a car

56%

of parents change their car only

after 6-10 years

40%of parents

spend at least 1-2 hours

driving a day

Volkswagen

CASE STUDY

What’s wrong with this advertisement?

These ads currently appear on my personal Facebook page. How could they be

improved?

HYUNDAI CASE STUDY

http://www.youtube.com/watch?v=zRqGW2UyJxk

1) Caters more to men than women

2) Focus was on engine power and car parts

3) No mention of family friendly features even though man was with his child

What went wrong in this commercial?

What are Singaporean mums asking?

Panelist

Dana Cohen

Age: 38 years old Children: 1 girl aged 4 & 1 boy aged 9Profession : HR & Operations manager

Regina Lim

Age: 31 years old Children: 2 girls aged 2years & 2 months Profession: Assisting in husbands business

#TAPInsights