Debat De Vi F Johnsson

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

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Debat De Vi F Johnsson

  1. 1. Tendències, i nous consumidors Discusió sobre implicacions pel sector del vi date, year 1 Julio, 2008
  2. 2. “ I don’t go where the puck is, I go where it’s going to be” - Wayne Gretzky -
  3. 3. What is a Trend? <ul><li>We are not talking about: </li></ul><ul><ul><li>Fads </li></ul></ul><ul><ul><li>Fashion </li></ul></ul><ul><ul><li>The latest product </li></ul></ul><ul><ul><li>A fluctuation in purchasing patterns </li></ul></ul>Trends
  4. 4. What is a Trend? <ul><li>We are talking about: </li></ul><ul><ul><li>Fundamental changes in attitude or behavior </li></ul></ul><ul><ul><li>Long term phenomenon that are observable today </li></ul></ul>Trends The Sweet Spot Science & Technology Society & Culture Economy & Markets
  5. 5. The rules have changed <ul><li>Top down is over </li></ul><ul><li>Consumption is in crisis </li></ul><ul><li>Marketing is in upheaval </li></ul><ul><li>… </li></ul>Basic premise Fundamental patterns are emerging
  6. 6. 7 Macro-trends Trends Blur Identity Simplicity Hyper Concern for the future Meaning Consumer power
  7. 7. Concern for the future Macrotrends Sustainability Security Back to basics Transparency Honesty Efficiency Wellbeing Health
  8. 8. Hyper Macrotrends FastFrequentFun Massclusivity Efficiency Always connected Pop-up Low cost Instant knowledge Multitasking
  9. 9. Meaning Macrotrends Experiences Content Context Resolutions Peace-of-mind Spirituality Wellbeing Quality time
  10. 10. Consumer power Macrotrends Control Knowledge Transparency Freedom Participation Information Power of choice Mistrust
  11. 11. Blur Macrotrends Hybrids Real vs virtual Multiple identities Small beliefs Relativism Without dogmas Parallel universes Contradictions
  12. 12. Identity Macrotrends Self expression Leave your mark Personalization Creativity Co-creation Teamdividualism Belongship Status
  13. 13. Simplicity Macrotrends Essentiality Basic Ease-of-use Relevance Convenient Calm technology
  14. 14. So, what does this mean for business? Old Implications New <ul><li>Product and technology innovation focus </li></ul><ul><li>Market and user experience innovation </li></ul><ul><li>Traditional market research and demographic segmentation </li></ul><ul><li>Understanding of global trends and complex sociological models </li></ul><ul><li>Mass advertising campaigns </li></ul><ul><li>Consumer controlling media channels </li></ul><ul><li>Top-down hierarchical company management </li></ul><ul><li>Flexible, innovative management models </li></ul>
  15. 15. What does this imply for the wine sector? Implications Barriers <ul><li>‘ Traditionalist ’ image </li></ul><ul><li>‘ Performance Anxiety’ </li></ul><ul><li>Open up to new consumers (Youth Market) </li></ul><ul><ul><li>Create new relationships </li></ul></ul><ul><ul><li>Teach / Inform / Reccomend </li></ul></ul><ul><ul><li>Make it fun and personal </li></ul></ul><ul><li>New retail possibilities </li></ul><ul><li>New Experiences </li></ul><ul><li>New Formats </li></ul>Opportunities
  16. 16. So, now what do I do? <ul><li>Listen to people </li></ul><ul><li>Understand the forces that are changing culture </li></ul><ul><li>Look outside your business </li></ul><ul><li>Challenge the way you run your existing business </li></ul><ul><li>Be brave </li></ul>Implications
  17. 17. Som-hi!
  18. 18. les ulleres Posa't del consumidor

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