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Debat De Vi F Johnsson

Debat De Vi F Johnsson



Frederik Johnsson 1 de juliol

Frederik Johnsson 1 de juliol
Debatdevi: Nous Consumidors, Nous Hàbits



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    Debat De Vi F Johnsson Debat De Vi F Johnsson Presentation Transcript

    • Tendències, i nous consumidors Discusió sobre implicacions pel sector del vi date, year 1 Julio, 2008
    • “ I don’t go where the puck is, I go where it’s going to be” - Wayne Gretzky -
    • What is a Trend?
      • We are not talking about:
        • Fads
        • Fashion
        • The latest product
        • A fluctuation in purchasing patterns
    • What is a Trend?
      • We are talking about:
        • Fundamental changes in attitude or behavior
        • Long term phenomenon that are observable today
      Trends The Sweet Spot Science & Technology Society & Culture Economy & Markets
    • The rules have changed
      • Top down is over
      • Consumption is in crisis
      • Marketing is in upheaval
      Basic premise Fundamental patterns are emerging
    • 7 Macro-trends Trends Blur Identity Simplicity Hyper Concern for the future Meaning Consumer power
    • Concern for the future Macrotrends Sustainability Security Back to basics Transparency Honesty Efficiency Wellbeing Health
    • Hyper Macrotrends FastFrequentFun Massclusivity Efficiency Always connected Pop-up Low cost Instant knowledge Multitasking
    • Meaning Macrotrends Experiences Content Context Resolutions Peace-of-mind Spirituality Wellbeing Quality time
    • Consumer power Macrotrends Control Knowledge Transparency Freedom Participation Information Power of choice Mistrust
    • Blur Macrotrends Hybrids Real vs virtual Multiple identities Small beliefs Relativism Without dogmas Parallel universes Contradictions
    • Identity Macrotrends Self expression Leave your mark Personalization Creativity Co-creation Teamdividualism Belongship Status
    • Simplicity Macrotrends Essentiality Basic Ease-of-use Relevance Convenient Calm technology
    • So, what does this mean for business? Old Implications New
      • Product and technology innovation focus
      • Market and user experience innovation
      • Traditional market research and demographic segmentation
      • Understanding of global trends and complex sociological models
      • Mass advertising campaigns
      • Consumer controlling media channels
      • Top-down hierarchical company management
      • Flexible, innovative management models
    • What does this imply for the wine sector? Implications Barriers
      • ‘ Traditionalist ’ image
      • ‘ Performance Anxiety’
      • Open up to new consumers (Youth Market)
        • Create new relationships
        • Teach / Inform / Reccomend
        • Make it fun and personal
      • New retail possibilities
      • New Experiences
      • New Formats
    • So, now what do I do?
      • Listen to people
      • Understand the forces that are changing culture
      • Look outside your business
      • Challenge the way you run your existing business
      • Be brave
    • Som-hi!
    • les ulleres Posa't del consumidor