Lessons that I have learned working with development organizations  and as a marketing and strategy consultant with corpor...
Analysis  of the situation Insights Marketing Strategy Design Branding Distribution Channels Communication Products Market...
Depending on the glasses that are using, you can better see reality and/or see different things <ul><li>Within the water <...
Different glasses to see the reality <ul><li>Development   Economics of poverty   </li></ul><ul><li>Business    Marketin...
“ 60 million below the poverty line” [in a recent article about Brazil]
<ul><li>60 million </li></ul><ul><li>46 million </li></ul><ul><li>44 million </li></ul><ul><li>22 million </li></ul><ul><l...
Different glasses to see the reality <ul><li>Development   Economics of poverty  </li></ul><ul><li>Business    Marketing...
Appliances: market penetration per strata 2000 Marketing research firms
The CDE share of national consumption (almost 80% households) <ul><li>64% of food </li></ul><ul><li>58% of personal care a...
Evolution of spending  per household stratum January´2001 March 2005
WATER SANITATION ENERGY BRICK HOUSES REFRIGERATOR TV SET AUDIO
refrigerator mixer cell phone tv set vcr audio stereo car microwave washing machine
Cell phone market penetration per household strata A+B C D+E DEZ’04 52.7 34.1 18.1
Different glasses to see the reality <ul><li>Development   Economics of poverty  </li></ul><ul><li>Business    Marketing...
Wealth and poverty are a moving target... Source: David Meyers, The American Paradox We couldn’t say that Americans were p...
 
Happy people tend to have: <ul><li>Strong supportive relationships (family, social and community) </li></ul><ul><li>Sense ...
Redefining prosperity and development and poverty, and social vulnerability and necessities, wellness, etc.  It is not onl...
Different glasses to see the reality <ul><li>Development   Economics of poverty  </li></ul><ul><li>Business    Marketing...
<ul><li>Rich/Affluents </li></ul><ul><li>Middle class </li></ul><ul><li>Poor    </li></ul><ul><li>Deprived </li></ul><ul><...
% of household per stratum Household stratification by consumption 183
Major Forces of  the transformations post 70’s <ul><li>Acceleration of the urbanization process  </li></ul><ul><li>Acceler...
<ul><li>ACCELERATION OF URBANIZATION PROCESS </li></ul>224 cities with more than 100 thousand inhabitants
Market and demographic researches testify great changes in household patterns <ul><li>Family average number of members has...
Maternity: a woman’s choice instead of a curse Fecundity: Average number of children per woman  Source Brazilian Census Bu...
Less people under the same roof Average number of people per household Source Brazilian Census Bureau
The 3rd children becomes almost an “endangered specie” Average number of people per household Source Brazilian Census Bure...
Proportion of household which are headed by a woman Source Brazilian Census Bureau 16,9 18,2 20,1 22,9 26 27,3 10 15 20 25...
Avoiding the traps represented by clichês and misconceptions:   Income,  Consumption,  Informality,  Poverty, and Wealth: ...
<ul><li>Keeping away for the traps  represented by clichês and misconceptions:   </li></ul><ul><li>Income, Consumption, In...
STRIVE TO UNDERSTAND  PEOPLE’S DESIRES  NOT ONLY (what you think that are their) NEEDS THINK OBSESSIVELY ABOUT  LIFESTYLES...
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Presentation in Amsterdam Marketing and BID Network

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Presentation in Amsterdam Marketing and BID Network

  1. 1. Lessons that I have learned working with development organizations and as a marketing and strategy consultant with corporations Brazil Half-Full Half-Empty
  2. 2. Analysis of the situation Insights Marketing Strategy Design Branding Distribution Channels Communication Products Marketing Intelligence
  3. 3. Depending on the glasses that are using, you can better see reality and/or see different things <ul><li>Within the water </li></ul><ul><li>In the darkness </li></ul><ul><li>Very far </li></ul><ul><li>Very close, etc. </li></ul>
  4. 4. Different glasses to see the reality <ul><li>Development  Economics of poverty </li></ul><ul><li>Business  Marketing research </li></ul><ul><li>People  Economics of happiness </li></ul>
  5. 5. “ 60 million below the poverty line” [in a recent article about Brazil]
  6. 6. <ul><li>60 million </li></ul><ul><li>46 million </li></ul><ul><li>44 million </li></ul><ul><li>22 million </li></ul><ul><li>FGV </li></ul><ul><li>Hunger Zero (Federal Govermental Social Program) </li></ul><ul><li>Workers Party (Citizen Institute) </li></ul><ul><li>IPEA </li></ul>For BRAZIL in 2005 = 183 million inhabitants Some governmental research institutions and think-tanks, processing the income data of 2001 Census, came to the following figures for Brazilians living below the Poverty Line:
  7. 7. Different glasses to see the reality <ul><li>Development  Economics of poverty </li></ul><ul><li>Business  Marketing research </li></ul><ul><li>People  Economics of happiness </li></ul>
  8. 8. Appliances: market penetration per strata 2000 Marketing research firms
  9. 9. The CDE share of national consumption (almost 80% households) <ul><li>64% of food </li></ul><ul><li>58% of personal care and household products </li></ul><ul><li>58% of appliances </li></ul><ul><li>51% of vestuary and shoes </li></ul><ul><li>50% of household construction reform </li></ul><ul><li>43% of personal services </li></ul><ul><li>64% of pharmaceuticals </li></ul>In business no one is leader without being leader with CDE strata
  10. 10. Evolution of spending per household stratum January´2001 March 2005
  11. 11. WATER SANITATION ENERGY BRICK HOUSES REFRIGERATOR TV SET AUDIO
  12. 12. refrigerator mixer cell phone tv set vcr audio stereo car microwave washing machine
  13. 13. Cell phone market penetration per household strata A+B C D+E DEZ’04 52.7 34.1 18.1
  14. 14. Different glasses to see the reality <ul><li>Development  Economics of poverty </li></ul><ul><li>Business  Marketing research </li></ul><ul><li>People  Economics of happiness </li></ul>
  15. 15. Wealth and poverty are a moving target... Source: David Meyers, The American Paradox We couldn’t say that Americans were poorer by that time... For sure they were happier!
  16. 17. Happy people tend to have: <ul><li>Strong supportive relationships (family, social and community) </li></ul><ul><li>Sense of control over their life (the capacity to navigate the lifetime) </li></ul><ul><li>Good health </li></ul><ul><li>Fulfilling work (not necessarily a job) </li></ul>
  17. 18. Redefining prosperity and development and poverty, and social vulnerability and necessities, wellness, etc. It is not only a matter of income and consumption...
  18. 19. Different glasses to see the reality <ul><li>Development  Economics of poverty </li></ul><ul><li>Business  Marketing research </li></ul><ul><li>People  Economics of happiness </li></ul>Remember Very often the advancement of sciences occur with integrations of different body of knowledges, and when contradictions are solved.
  19. 20. <ul><li>Rich/Affluents </li></ul><ul><li>Middle class </li></ul><ul><li>Poor </li></ul><ul><li>Deprived </li></ul><ul><li>300 thousand households </li></ul><ul><li>2,5 million households </li></ul><ul><li>12,5 million households </li></ul>90 million inhabitants 15 million households Consumer society Out of Consumer Society ------------------------- Poverty line ------------------------------ Brasil of the 70s
  20. 21. % of household per stratum Household stratification by consumption 183
  21. 22. Major Forces of the transformations post 70’s <ul><li>Acceleration of the urbanization process </li></ul><ul><li>Acceleration of the industrialization process </li></ul><ul><li>The Civic Revolution since the end of military rule (1980): ongoing improvement of democratic institutions and civil society participation </li></ul><ul><li>Economic estabilization </li></ul><ul><li>Rapidly increase of social mobility </li></ul><ul><li>Globalization </li></ul>
  22. 23. <ul><li>ACCELERATION OF URBANIZATION PROCESS </li></ul>224 cities with more than 100 thousand inhabitants
  23. 24. Market and demographic researches testify great changes in household patterns <ul><li>Family average number of members has decresased dramatically </li></ul><ul><li>Improvement of the women social and economic condition </li></ul><ul><li>Two breadwinners instead of one... </li></ul>
  24. 25. Maternity: a woman’s choice instead of a curse Fecundity: Average number of children per woman Source Brazilian Census Bureau
  25. 26. Less people under the same roof Average number of people per household Source Brazilian Census Bureau
  26. 27. The 3rd children becomes almost an “endangered specie” Average number of people per household Source Brazilian Census Bureau Average number of children per couple
  27. 28. Proportion of household which are headed by a woman Source Brazilian Census Bureau 16,9 18,2 20,1 22,9 26 27,3 10 15 20 25 30 1981 1985 1989 1995 1999 2001 Fonte: PNAD 1981,1990 e 2001 IBGE
  28. 29. Avoiding the traps represented by clichês and misconceptions: Income, Consumption, Informality, Poverty, and Wealth: Design Branding Distribution Channels Communication Products
  29. 30. <ul><li>Keeping away for the traps represented by clichês and misconceptions: </li></ul><ul><li>Income, Consumption, Informality, Poverty, and Wealth: </li></ul><ul><li>. Income indicators : handle them carefully. </li></ul><ul><li>. Consumption indicators : use them as starting point for lifestyle segmentation. </li></ul><ul><li>. Informality : never underestimate this challenge for emergent markets </li></ul><ul><li>. Bear in mind the exuberant m a ss market formation and fragmentation process </li></ul><ul><li>. Never forget that Poverty and Wealth are like moving targets ! </li></ul>
  30. 31. STRIVE TO UNDERSTAND PEOPLE’S DESIRES NOT ONLY (what you think that are their) NEEDS THINK OBSESSIVELY ABOUT LIFESTYLES ! Mass market formation and at same time mass market fragmentation...
  31. 32. Thank you!

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