1. Global Marketing Trends
Thanks to:
Mashable
Time Inc.
KPCB
The World Bank
The Economist
Dr. Dominique Turpin, President of IMD
McKinsey Global Institute
The University of Chicago Booth
Stanford University GSB
Tommaso Canonici, VP Opinno
2. Change is the process by which the
future invades our lives
-> Alvin Toffler
73. 73
Five macro-trends are shaping the future marketing landscape
1. Demographic change
2. One billion new consumers in emerging markets
3. Urbanisation rise of mega cities
4. Rise of digital consumers
5. Scarcity of resources
Guide
74. 74
INDIA CHINA
Remains young Still young but
growing very fast
Source: World Bank
1. Demographic change: Population pyramids help understand
where retail consumers of the future will be!
Guide
75. 75Source: UN Department of Ageing and Population
Brazil’s Population Pyramid
Russia ’s Population Pyramid
Men’s life expectancy in Russia (59) is lower than in Bangladesh (61)!
Guide
1. Demographic change: Population pyramids help understand
where retail consumers of the future will be!
76. 76
1. Demographic Change: Traditional markets are ageing fast
People over 65 will increase by 200% between 1990 and 2030*
WORLD 312 Mio à 969 Mio
EU 92 Mio à 164 Mio
USA 31 Mio à 72 Mio
JAPAN 15 Mio à 36 Mio
* Source: World Bank
Guide
77. 77
1. Demographic change: Health and wellness concerns
are growing
Guide
Rise in cases on diabetes, obesity,
heart failures, cancers, etc..
has led manufacturers to respond:
78. 78
1. Demographic change: Health and wellness concerns
are growing
For companies:
It’s an opportunity to make better margins
It’s an opportunity for differentiation
It’s an opportunity for to fight private labels
Source: Gallup 2010
Guide
79. 79
2. One billion new consumers in emerging markets
1. China 9.2%
2. India 8.2
3. Ethiopia 8.1
4. Mozambique 7.7
5. Tanzania 7.2
6. Vietnam 7.2
7. Congo 7.0
8. Zambia 6.9
9. Nigeria 6.8
10. South Africa 6.7
“Over the next 5 years, some African economies are likely to grow as fast or
faster than some Asian champions!”*
Projected Growth in GDP 2010-2015
* Source: McKinsey Global Institute, 2010
Guide
80. 80Source: The Economist, February 24th 2011
2. One billion new consumers in emerging markets…
half of them live in China with increasingly better incomes
Guide
81. Mega Cities
75% of resources and 2% of land
70-75% of the world inhabitants by 2050
600 Cities generate 60% of GDP
3. Urbanization is increasing fast across the world
82. 82
3. Urbanization is increasing fast
By 2020, China will have 200 cities, each will have more than
1million people
Shenzhen (1980) Shenzhen (2013)
Guide
85. 85
4. The rise of the digital consumer is driven by mobile
communications
§ The number of mobile web adopters is growing 8 times
faster than the desktop web did in the mid 1990s
§ 1’000 new consumers sign for mobile phone every minute
around the world
Source: Google 2011
Guide
103. 103
4. According to Google…
√ Over 2 billion people have internet access
√ 60% of UK adults made a purchase of internet during the past 3 months
√ Google has 4 billion searches per day
√ Over 20% of tweets contain a reference to a product of a brand
Source: Google Europe
Guide
104. 104
4. New technology is reaching consumers fast and contribute
to purchase products obsolescence
How long it took to reach a
market audience of 50 millions
Consumers:
Radio à 38 years
TV à 13 years
Internet à 4 years
Twitter à 9 months
How many years before
reaching obsolescence:
Vinyl Records à 70 years
CDs à 30 years
Palm à 10 years
DVDs à 5 years
Guide
105. 105
4. Leading also to companies decline or disappearance
Last year, for the very first time, Amazon.com sold more e.books
than physical books
Guide
106. 106
Guide
The price of orange juice has doubled since 2009
The price of corn has doubled over the last six months
The price of wheat has more than doubled over the past year
The price of soybeans is up about 50% since June 2010
The price of cotton has more than doubled over the past year
The price of sugar is the highest it has been in 30 years
Etc.
5. Scarcity of resources is the next challenge!
107. 107
Three other key drivers:
§ China and India
§ Growing population in Africa
§ Climate change
Guide
5. Scarcity of resources is the next challenge!
108. 108
Five macro-trends
are shaping the
future retailing
landscape
Issues
Implications
1. Shift in demographics
2. One billion new consumers
in emerging markets
3. Urbanisation rise of mega cities
4. Rise of digital consumers
5. Shortage of resources
Together with new
patterns of
consumer
consumption and
behaviours
