Concern for the environment, person households and need to look young are some of the most notorious according to research firm GFK Kleiman Sygnos What are the others? All findings of the "Marketing Day" organized by the AAM
Concern for the environment, person households and need to look young are some of the most notorious according to research firm GFK Kleiman Sygnos What are the others? All findings of the "Marketing Day" organized by the AAM
What things expected today consumer brand? How involved in the creation of products? How builds or destroys the reputation of companies? What changes, deep and lasting in time, show men and women and open doors for the launch of new products and diversification by organizations?
All these questions, and some over-flew the meeting "What Women Want", which
all industries-from the sector the mass consumer financial-marched through the halls of the Sheraton hotel to tell how they responded to challenges posed by the market lately and reveal what new data is casting reality.
that line, while Nadine Pavlovsky, Vice President of Marketing at American Express, recounted how he seduced the consumer segment that goes from 30 to
success stories, Norah Schmeichel, director of the consulting firm GFK - Kleiman - Sygnos, analyzed what are the 13 trends that are now beginning to define consumers
Schmeichel said that a trend involves changes in behavior, attitudes or values \u200b\u200bin a large group of people, although not universal. He also explained that any trend implies "counter trend" and it lets talk about paradoxes in relation to a particular phenomenon. This is the case of the stereotypes of beauty to which women try to conform and the quest for "real beauty" by another group that opposes the models imposed by the market (Dove brand has been the kickoff and more emphatic in this regard).
The trends identified are:
- Green: although greater awareness on the protection of the environment began to intensify for several years, since the consultant understand that this trend is renewed and acquires new limits and concepts.
Under this category are the "green green" individuals severe in their grievances, and propose to stop using to pursue a truly sustainable behavior, and the "green light" more moderate, who show an interest in the origin of products. - Wellbeing: involves people aware about what to do to have a healthy life (here leverages its Coca-Cola last year proposed bringing emotional health.)
This trend includes its own paradox because, while people show more concern for the welfare, their actual behavior is far from consistent with this idea "The opportunity for brands? Responding to requests support from consumers in order to have a better quality of life. - The myth of youth : is accompanied by an explosion of product offerings to be better. Schmeichel said that today people live longer and have fewer children, while older companies.
One of the manifestations of this trend is the crazy efforts of many women like their daughters and even compete with them in terms of body image. - Homo Mobilis: manifested not only in technology but in social, physical, cultural and virtual. involves demonstrations
- Snack cult: this is not only related to the rise of fast food and snacks like potato chips and other fried delights, but also different easy to eat foods that involve instantaneous consumption.
- Stressed out: according to the consultant, 25% of people are very often saturated pressures and "juggling" to carry out multiple tasks.
In this case, brands should respond with a product offering "relax" and others that offer fun and let off.
Some trivia: people walk much faster today than in the past and yet says they can not meet its objectives. In the United States, 70% of consumers said that not enough time to do everything he wanted.
More trends
- Singles: in
regard to changes in the products, this leads to the "miniaturization" of the packs, and travel offers and exclusive products for people who choose to live alone.
- Real Fact: as Schmeichel, consumers today have some resistance to what is not authentic or genuine. Thus, when the market proposals are about light, without content, there are phrases like "this is pure marketing." To counter this mistrust, some companies have begun to have labs, where people try the products before purchasing.
- PREMIUMIZATION: when even Ferrari has its premium edition, you can say that it opens up a new concept about what is unique. Consumers now expect an "absolute distinction" Some examples? Water with diamonds and automotive throwing only 10 units of a particular model.
At this point, it raised the paradox that if today there is a strong desire for luxury, at the same time there is an intense search for deals and discounts.
- Living the experience: involves giving customers "more than a product." According to the speaker, the proposal Alan Faena hotel is an icon of this trend.
- Hyperconnectivity: involves phenomena such as blogging, the Internet boom ("today is like the birth of Christ to young people, marks a before and after"), and the phenomenal progress of broadband. The emergence of these platforms is detrimental to the contacts face to face "according to the research firm.
- Word of Mouth: people rely increasingly on what other people say. In fact, a group identified with the "influentials" acquires a special place in terms of recommendation and credibility for the rest of society. They represent about 10% of the population and have an effect even on the "early adopters." Brands should take advantage of the possibilities of viral marketing to exploit this phenomenon and replicate your message.
- Men and Women Changing role: in the world, about 40% of women are economically active. Meanwhile, the men grow exponentially in the cosmetics market.
Those who know recommend ...
This year, the entire panel of speakers at the Marketing Day consisted of women. Marketing managers of leading companies told an audience of more than 1,200 people how they work to identify new market opportunities and grow the sales of their companies.
" Innovation is about creating value and benefits that are sustainable over time . This does not happen overnight or by a miraculous effect, but are ongoing processes that exist in the business, "said Pavlovsky, American Express, which was how they did that today 80% of new members acquire Gold card and a 50% increase in turnover year to year.
"should be encouraged challenge the status quo, to fail and learn from mistakes, "he said.
Andrea Raggio, vice president of marketing for Home and Personal Care Southern Cone of Unilever, denied that the advertiser's number one Argentina
"Actually," he said, "we are a great school of management, where they work in multifunctional teams to deliver consumer value-added products."
In Unilever are "trying new things " to connect brands with customers, such as stocks on the Internet, cellular, books and movies.
Case Carolina presented by Haymes, Director of Marketing SanCor, was one of the most innovative considering that the cooperative groups to about 1,500 dairy farmers had not until five years ago local marketing development, and showed a low return.
Haymes convened in 2003 with the overall aim to reverse this picture, and the specific challenge to monetize the business of white milk. At that time, while on each container of milk got $ 0.17 for each chocolate got $ 0.70, although the latter category had very little volume.
After detecting the SanCor chocolate was perceived as "boring" and was treated to a treat, outlined a strategy to communicate nutrition to mothers and children taste. They created the character
Cora, unruly cow slender figure and which does not like milk, and presented it to their audiences. With this relaunch, generated an increase of 83% of the market, which accounted for 65%. Sales not only doubled but tripled.
To Haymes, the key to any marketing strategy has less to do with their fundamental variables, such as with acting with conviction and enjoy what you do. "What we create is what we believe," summarized before an audience.
Source: Infobae Professional.
