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Best Marketing Cluj 2019

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Cristina Brîndușoiu, Unilever

Published in: Marketing
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Best Marketing Cluj 2019

  1. 1. Stereotypes & wrong assumptions in marketing Cristina Brindusoiu Category Manager Home & Hygiene, Unilever
  2. 2. Women are bad drivers.
  3. 3. Men are experienced drivers.
  4. 4. Women are the ones doing the cleaning in the house.
  5. 5. Men are taking care of fixing everything broken.
  6. 6. Yes, stereotypes (still) exist.
  7. 7. But what other wrong assumptions do we take?
  8. 8. A household involves a happy family, parents & kids.
  9. 9. Loving the single life.Starting a family at a young age. Lifestyle has changed.
  10. 10. Lifestyle has changed. Age at first marriage, Romania Source: Eurostat We get married later. 26 31 22 28 1990 2017 M F
  11. 11. Lifestyle has changed. Divorce rate (%) in European countries Source: Eurostat Divorces have reached record levels. 1 13 64 5 17 22 8 29 51 1970 1990 2017 Portugal Romania Netherlands
  12. 12. Lifestyle has changed. Evolution of % of single Households, Romania 22% 26% 29% 31% 2005 2010 2015 2018 Source: Eurostat More Romanians are choosing the solo-life
  13. 13. Smaller product sizes Advertising to portrait new households' prototype Lifestyle has changed. More focus on affordability Space for new products & businesses
  14. 14. Good quality & price are enough for a successful selling story.
  15. 15. Considering convenience & sustainability. Searching the best price-quality ratio. Exigent & conscious consumer
  16. 16. Plastic is the new terrorism. Exigent & conscious consumer
  17. 17. Exigent & conscious consumer 1 in 2 shoppers buys a brand because of what it stands for Source: Edelman Earned Brand Study, 40.000 participants in Europe, America & Asia (2018) 67% brought a brand for the first time because of its position on a controversial issue 64% say that brands should take the lead on change rather than waiting for the Government
  18. 18. Exigent & conscious consumer
  19. 19. ALWAYS CHALLENGE YOUR ASSUMPTIONS. OR DON’T BELIEVE, WITHOUT DOUBTING. Thank you! :)

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