Consumers are seeking out new experiences to feel alive, discover new things, try adventures and challenges, define themselves, and escape pressures. There are four main categories of new experiences: discovery and learning through exposure to new cultures, relaxing escapes that stimulate the senses, adventurous activities that provide a sense of accomplishment, and intense experiences that provide a rush. Brands are catering to this trend by providing novel, playful experiences that engage multiple senses and associate with intense lifestyles or undiscovered places to satisfy consumers' curiosity and thirst for novelty.
This document proposes targeting women as a new market for Anheuser Busch beers. It conducted focus groups of college-aged women which found they drink socially but have misperceptions about beer's taste and variety. The document proposes a "New World Brewery" variety pack and educational marketing strategy to introduce women to different beer styles through sampling, packaging information, and social media engagement. This aims to increase their involvement in and knowledge of beer.
This document summarizes a presentation given at a consumer trend seminar in Istanbul. It discusses emerging trends around status and prestige, including how status is becoming more diverse and defined by skills, knowledge, and generosity rather than just wealth or possessions. Environmental sustainability is also a growing factor of status. Online social networks and virtual visibility are increasingly important for gaining status.
This assessment is for a customer service course and requires the student to answer questions about understanding organizations, employee rights and responsibilities, and organizational procedures. The student chose to focus their answers on Sainsbury, a large UK supermarket. They provided descriptions of commercial, public and third sector organizations' products and services. They also described differences in customer service approaches between these sectors. For Sainsbury specifically, the student outlined the important role customer service plays and identified major competitors. Finally, the student answered questions about employment law, health and safety procedures, equality and diversity at Sainsbury.
Marketing can be defined as a process of socializing or communicating the value of product or service to the customers with the objective to sell products or services. It is actually a very critical function of business which focuses towards attracting the customers (Kotler, 2001). If properly planned and executed, marketing aims at getting far better results in form of increased sales, brand /image building, higher revenues, etc. The aim of this report is to provide an understanding of how marketing, research, planning and marketing mix are used in all organizations (Palmer, 2012). Marketing not only earns profitability to the marketers but also to the customers, as they have all the options in front of them to choose the best among the available ones (Palmer, 2012). Marketing is done with the aim of selling goods, services, events, experiences, ideas, people, businesses, information, awareness programs etc.
This marketing plan is for Tesco Stores (Malaysia) Sdn Bhd, a subsidiary of British retailer Tesco operating in Malaysia. The plan covers situational analysis, objectives, strategies, and marketing elements. Key competitors in Malaysia include Giant, Carrefour, and Jusco, who compete on price, variety of products, and shopping experience. A SWOT analysis identifies Tesco's strengths in brand, customer service and prices, as well as opportunities for growth, but also weaknesses in over-reliance on the UK market and threats from economic declines and competitive pressures. The plan analyzes Tesco's target Malaysian customers and outlines segmentation, targeting, and positioning strategies.
This document describes a consumer trend canvas tool that can be used to analyze consumer trends and identify innovation opportunities. It provides an easy to follow framework with sections to analyze emerging consumer needs, drivers of change, and inspiration from other businesses. The apply side helps identify where trends could be applied, target customer groups, and develop new innovation ideas. A printable blank canvas is available for free download along with guidance on using the tool with a team to generate exciting new products and services for customers.
Columbia Sportswear is considering expanding into the snowboarding industry by acquiring a premium snowboard manufacturer and marketing snowboards under the Columbia brand name to leverage its reputation for quality outdoor gear. The plan is to target regular snowboarders in the US and Europe with high performance snowboards priced competitively that convey Columbia's values of functionality, durability, and active lifestyle. If successful, the new snowboard line could establish Columbia as a strong competitor in the $500 million snowboarding equipment industry.
The document discusses attracting and engaging conscious travelers. It notes that conscious travelers want experiences that are local, authentic, quirky, personalized, immersive, slow to savor, and transformational. They also want opportunities to share their experiences and support responsible tourism providers who demonstrate they care about environmental and social issues. The document advocates for an alternative tourism model compared to mass industrialized tourism in order to be more sustainable over the long term.
This document proposes targeting women as a new market for Anheuser Busch beers. It conducted focus groups of college-aged women which found they drink socially but have misperceptions about beer's taste and variety. The document proposes a "New World Brewery" variety pack and educational marketing strategy to introduce women to different beer styles through sampling, packaging information, and social media engagement. This aims to increase their involvement in and knowledge of beer.
This document summarizes a presentation given at a consumer trend seminar in Istanbul. It discusses emerging trends around status and prestige, including how status is becoming more diverse and defined by skills, knowledge, and generosity rather than just wealth or possessions. Environmental sustainability is also a growing factor of status. Online social networks and virtual visibility are increasingly important for gaining status.
This assessment is for a customer service course and requires the student to answer questions about understanding organizations, employee rights and responsibilities, and organizational procedures. The student chose to focus their answers on Sainsbury, a large UK supermarket. They provided descriptions of commercial, public and third sector organizations' products and services. They also described differences in customer service approaches between these sectors. For Sainsbury specifically, the student outlined the important role customer service plays and identified major competitors. Finally, the student answered questions about employment law, health and safety procedures, equality and diversity at Sainsbury.
Marketing can be defined as a process of socializing or communicating the value of product or service to the customers with the objective to sell products or services. It is actually a very critical function of business which focuses towards attracting the customers (Kotler, 2001). If properly planned and executed, marketing aims at getting far better results in form of increased sales, brand /image building, higher revenues, etc. The aim of this report is to provide an understanding of how marketing, research, planning and marketing mix are used in all organizations (Palmer, 2012). Marketing not only earns profitability to the marketers but also to the customers, as they have all the options in front of them to choose the best among the available ones (Palmer, 2012). Marketing is done with the aim of selling goods, services, events, experiences, ideas, people, businesses, information, awareness programs etc.
This marketing plan is for Tesco Stores (Malaysia) Sdn Bhd, a subsidiary of British retailer Tesco operating in Malaysia. The plan covers situational analysis, objectives, strategies, and marketing elements. Key competitors in Malaysia include Giant, Carrefour, and Jusco, who compete on price, variety of products, and shopping experience. A SWOT analysis identifies Tesco's strengths in brand, customer service and prices, as well as opportunities for growth, but also weaknesses in over-reliance on the UK market and threats from economic declines and competitive pressures. The plan analyzes Tesco's target Malaysian customers and outlines segmentation, targeting, and positioning strategies.
This document describes a consumer trend canvas tool that can be used to analyze consumer trends and identify innovation opportunities. It provides an easy to follow framework with sections to analyze emerging consumer needs, drivers of change, and inspiration from other businesses. The apply side helps identify where trends could be applied, target customer groups, and develop new innovation ideas. A printable blank canvas is available for free download along with guidance on using the tool with a team to generate exciting new products and services for customers.
Columbia Sportswear is considering expanding into the snowboarding industry by acquiring a premium snowboard manufacturer and marketing snowboards under the Columbia brand name to leverage its reputation for quality outdoor gear. The plan is to target regular snowboarders in the US and Europe with high performance snowboards priced competitively that convey Columbia's values of functionality, durability, and active lifestyle. If successful, the new snowboard line could establish Columbia as a strong competitor in the $500 million snowboarding equipment industry.
The document discusses attracting and engaging conscious travelers. It notes that conscious travelers want experiences that are local, authentic, quirky, personalized, immersive, slow to savor, and transformational. They also want opportunities to share their experiences and support responsible tourism providers who demonstrate they care about environmental and social issues. The document advocates for an alternative tourism model compared to mass industrialized tourism in order to be more sustainable over the long term.
Attracting, Engaging & Supporting the Conscious TravelerAnna Pollock
The document discusses attracting and engaging conscious travelers. It notes that conscious travelers want experiences that are local, authentic, quirky, personalized, immersive, slow to savor, and transformational. They also want opportunities to share their experiences and support responsible tourism providers who demonstrate they care about environmental and social issues. The document advocates for an alternative tourism model compared to mass industrialized tourism in order to be more sustainable over the long term.
For 2016 AAF NSAC competition we created a advertising campaign for the Snapple brand. We placed 2nd in our district. I was in the brand activation, account planning, and creative teams.
The document discusses the over-50 demographic, known as boomers. It notes that boomers were the generation that pioneered youth culture and that now in their 50s and beyond, many are still actively embracing life through activities like travel, education, work, and sex. The boomers are a diverse group including traditionalists, celebrators, and refuseniks. Overall, boomers have money, time, and want to make the most of this stage of life, challenging traditional ideas of aging. The document provides strategies for brands to authentically connect with this demographic by inspiring, keeping them connected, being uplifting, and avoiding patronization. It shares statistics on the group's sexuality, wealth, and interests in health
The document summarizes a workshop hosted by Rainforest Alliance to brainstorm a new global narrative around sustainability that appeals to consumers' shifting values around mindful living. Experts from various organizations presented on consumer trends showing people want brands with purpose that empower meaningful lives. Participants then engaged in creative ideation, developing concepts like "Radius" focusing on local communities and "The Good Collective" rewarding positive actions. The workshop aimed to inspire brands to communicate sustainability through everyday experiences that connect to happiness and continual improvement.
This document outlines a marketing plan for Snapple to grow brand relevance and purchase frequency. Research included a competitive analysis, consumer insights, cultural trends analysis, and SWOT analysis. The plan proposes engaging heavy Snapple users to build loyalty and targeting light users to increase trial through tactics that leverage Snapple's fun brand personality and address the need for an enjoyable break at work.
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...sparks & honey
Beverages have always played a fundamental role in society, from the quintessential “social” tissue, to providing energy and nutrition, to offering plain and simple fun. There is a beverage for every occasion, need, ritual, and generation, and we continue to reimagine what we make, as well as why and how we make them.
Will future beverages be able t o elicit on-demand emotions? Will packaging be zero waste? Will beverages be liquid a t all? These are the questions that Makers in molecular mixology, biolabs, and food-tech startups are asking themselves today. Their answers will no doubt drive our future.
To better understand what’s ahead, sparks & hone y recently partnered with PepsiCo’s Creator team—a catalyst group on a mission to explore the edges of culture & co-create innovative experiences across the cultural landscape—and Toronto-based i&j to create a pop-up lab a t World Maker Faire in New York City. The lab was designed to learn from Makers through moderated discussions, surveys, and hands-on experimentation. This report offers five trends based on our experience with NYC Makers. There is no question that when it comes to the future, we turned to the right community to collaborate and imagine a new world of beverages.
This document provides an overview of the topics and agenda for Professor Nellie Sheppard's Aging Matters course. The class will include introductions, establishing expectations, reviewing key concepts from chapters 1 and 2, and exploring ageism. Professor Sheppard outlines her teaching style, which emphasizes helping students succeed, providing constructive feedback, and making learning current and relevant. She also reviews some of the key concepts to be covered in the course, including myths and realities of aging, stereotypes and attitudes, ageism, and aging in a global perspective.
This document outlines 12 pointers for achieving good health and well-being within Black communities. It discusses the shared experiences of discrimination and health inequities faced by people of African descent globally. It also highlights the importance of self-knowledge, family and community engagement, critical thinking, exercise, developing a personal health plan, spirituality, cultural engagement, self-reliance, creativity, and adapting to change. The overall message is that individual and community empowerment are key to improving health outcomes.
This document provides information about the 2013 British film A Field In England and discusses various audience theories that could be applied to understanding the film's audience. It includes details about the film's production, director, and cast. It also covers several key audience and media concepts like genre, narrative, representation, demographics, psychographics, Maslow's hierarchy of needs, the 4Cs audience typology, encoding/decoding theory, reception theory, two-step flow theory, uses and gratifications theory, and Dyer's theory of utopian pleasures. Students are prompted to consider how these concepts help explain the appeal and targeting of the film's audience.
Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.
This document provides guidance for developing concepts for the Vichealth Innovation Challenge on alcohol. It discusses starting with identifying why the problem is important and the current situation's impact. It also covers getting to know the target audience, identifying the problem being solved, prototyping and testing ideas, and developing personas. Assumptions should be tested through methods like landing pages, blog posts, emails, surveys, and prototypes to gather feedback from the target audience.
The document outlines research conducted for developing a marketing campaign to increase sales of Snapple tea drinks. It summarizes secondary research on the tea industry and Snapple's competitors. Primary research in the form of surveys and interviews found that Snapple has strong brand awareness but people don't consider it on shelves, and that consumers want a refreshing drink to help break up dull afternoons at work.
1. The document discusses generational cohorts and defines Millennials and Filinnials. It explores the traits, ethics, and outlook of Millennials including their increased individualism, secular views, and tensions with older generations over issues like marriage and career paths.
2. Millennials are seen as more progressive on social issues and less religious than older cohorts. They also face conflicts with Baby Boomers over differences in priorities, lifestyle choices, and views of success.
3. The document analyzes Millennials' ethical views and tendencies towards secular humanism, which grounds morality in human experience rather than religious doctrine. However, it notes the limitations of non-theistic views in explaining objective morality.
This campaign aims to boost sales of hard candy brands Halls and Xylicrystal in Japan by repositioning them as tools for communication and social connection. The "Hi, Ame" campaign encourages gift-giving small candies to convey feelings of care, appreciation and kindness without words. It draws upon traditional Japanese culture and values friendship, family and bringing people together through simple gestures. The strategy seeks to make hard candy a part of daily life interactions and interpersonal relationships.
Catering to the Conscious Traveller - BuIlding Samoa Tourism TogetherAnna Pollock
The document summarizes a presentation on building conscious tourism in Samoa. It discusses the rise of conscious travelers who seek authentic, local, and immersive experiences. It analyzes Samoa's tourism situation, noting declining demand since 2008. Six areas for work are suggested: focusing on high yield visitors; collaboration across the tourism industry; acting responsibly environmentally; digital marketing; improving attractions and events; and service and training. The presentation provides recommendations like investing in culture/heritage attractions and using new media to attract conscious travelers.
This document outlines 10 rules of memetic marketing presented by B. Lazlo Karafiath, CEO. It discusses how memes spread in networks and culture like viruses or genes. Effective marketing uses an understanding of memes to identify ideas that will spread and shape perceptions. The document examines different types of memes and how to integrate memes that reinforce your message while avoiding those that may undermine it.
This document discusses the field of ethnography and its application to business. It defines ethnography as the study of cultures through immersing oneself in people's everyday experiences. Ethnography provides deep insights into how consumers view and experience brands, products, and services. It shifts the focus from needs to exploring the cultural meanings and social practices associated with objects. The document outlines ethnographic research methodologies and provides case studies of how ethnography has helped companies better understand consumer motivations and design more meaningful product experiences.
This document provides an introduction and history of the Amul brand of chocolates in India. It discusses that Amul was established in 1955 as a milk cooperative in Anand, Gujarat that originated from a union of 250 liters of milk per day from farmers in 1946. The brand name Amul means "priceless" in Sanskrit. It has since expanded its product range from milk, butter and ghee to include chocolates, cheese, ice cream and other dairy products. Amul products are known for their high quality at reasonable prices and have helped farmers through the cooperative model. The cooperative was formed to end exploitation of farmers by private milk traders and has grown to sales of Rs. 6 billion in 2005
Y&R Study Results: Secrets and lies sept 19Leonard Murphy
This document describes a study that used both explicit and implicit questioning methods to gain a deeper understanding of consumer values, attitudes, and brands. The study found that consciously reported values and brand preferences often differed significantly from unconscious motivations. Globally, a new mainstream consumer profile is emerging defined by individuality, fluid identities, and comfort with complexity rather than conformity. This "Generation World" shares a sense of empowerment from technology and feels marketers do not fully understand them. The study suggests marketers should move away from targeting single homogeneous segments and instead acknowledge consumers' paradoxical motivations.
Attracting, Engaging & Supporting the Conscious TravelerAnna Pollock
The document discusses attracting and engaging conscious travelers. It notes that conscious travelers want experiences that are local, authentic, quirky, personalized, immersive, slow to savor, and transformational. They also want opportunities to share their experiences and support responsible tourism providers who demonstrate they care about environmental and social issues. The document advocates for an alternative tourism model compared to mass industrialized tourism in order to be more sustainable over the long term.
For 2016 AAF NSAC competition we created a advertising campaign for the Snapple brand. We placed 2nd in our district. I was in the brand activation, account planning, and creative teams.
The document discusses the over-50 demographic, known as boomers. It notes that boomers were the generation that pioneered youth culture and that now in their 50s and beyond, many are still actively embracing life through activities like travel, education, work, and sex. The boomers are a diverse group including traditionalists, celebrators, and refuseniks. Overall, boomers have money, time, and want to make the most of this stage of life, challenging traditional ideas of aging. The document provides strategies for brands to authentically connect with this demographic by inspiring, keeping them connected, being uplifting, and avoiding patronization. It shares statistics on the group's sexuality, wealth, and interests in health
The document summarizes a workshop hosted by Rainforest Alliance to brainstorm a new global narrative around sustainability that appeals to consumers' shifting values around mindful living. Experts from various organizations presented on consumer trends showing people want brands with purpose that empower meaningful lives. Participants then engaged in creative ideation, developing concepts like "Radius" focusing on local communities and "The Good Collective" rewarding positive actions. The workshop aimed to inspire brands to communicate sustainability through everyday experiences that connect to happiness and continual improvement.
This document outlines a marketing plan for Snapple to grow brand relevance and purchase frequency. Research included a competitive analysis, consumer insights, cultural trends analysis, and SWOT analysis. The plan proposes engaging heavy Snapple users to build loyalty and targeting light users to increase trial through tactics that leverage Snapple's fun brand personality and address the need for an enjoyable break at work.
TASTING COLORS & EXPLODING DRINKS: Future beverage trends from New York City ...sparks & honey
Beverages have always played a fundamental role in society, from the quintessential “social” tissue, to providing energy and nutrition, to offering plain and simple fun. There is a beverage for every occasion, need, ritual, and generation, and we continue to reimagine what we make, as well as why and how we make them.
Will future beverages be able t o elicit on-demand emotions? Will packaging be zero waste? Will beverages be liquid a t all? These are the questions that Makers in molecular mixology, biolabs, and food-tech startups are asking themselves today. Their answers will no doubt drive our future.
To better understand what’s ahead, sparks & hone y recently partnered with PepsiCo’s Creator team—a catalyst group on a mission to explore the edges of culture & co-create innovative experiences across the cultural landscape—and Toronto-based i&j to create a pop-up lab a t World Maker Faire in New York City. The lab was designed to learn from Makers through moderated discussions, surveys, and hands-on experimentation. This report offers five trends based on our experience with NYC Makers. There is no question that when it comes to the future, we turned to the right community to collaborate and imagine a new world of beverages.
This document provides an overview of the topics and agenda for Professor Nellie Sheppard's Aging Matters course. The class will include introductions, establishing expectations, reviewing key concepts from chapters 1 and 2, and exploring ageism. Professor Sheppard outlines her teaching style, which emphasizes helping students succeed, providing constructive feedback, and making learning current and relevant. She also reviews some of the key concepts to be covered in the course, including myths and realities of aging, stereotypes and attitudes, ageism, and aging in a global perspective.
This document outlines 12 pointers for achieving good health and well-being within Black communities. It discusses the shared experiences of discrimination and health inequities faced by people of African descent globally. It also highlights the importance of self-knowledge, family and community engagement, critical thinking, exercise, developing a personal health plan, spirituality, cultural engagement, self-reliance, creativity, and adapting to change. The overall message is that individual and community empowerment are key to improving health outcomes.
This document provides information about the 2013 British film A Field In England and discusses various audience theories that could be applied to understanding the film's audience. It includes details about the film's production, director, and cast. It also covers several key audience and media concepts like genre, narrative, representation, demographics, psychographics, Maslow's hierarchy of needs, the 4Cs audience typology, encoding/decoding theory, reception theory, two-step flow theory, uses and gratifications theory, and Dyer's theory of utopian pleasures. Students are prompted to consider how these concepts help explain the appeal and targeting of the film's audience.
Olé Pedersen, Patricia De Luca and Heather LeFevre presented this content at Cannes on June 21, 2011. The workshop was one of 20, selected from hundreds of entries as part of the festival conference. Participants learned the philosophy behind and practiced making cultural movements.
This document provides guidance for developing concepts for the Vichealth Innovation Challenge on alcohol. It discusses starting with identifying why the problem is important and the current situation's impact. It also covers getting to know the target audience, identifying the problem being solved, prototyping and testing ideas, and developing personas. Assumptions should be tested through methods like landing pages, blog posts, emails, surveys, and prototypes to gather feedback from the target audience.
The document outlines research conducted for developing a marketing campaign to increase sales of Snapple tea drinks. It summarizes secondary research on the tea industry and Snapple's competitors. Primary research in the form of surveys and interviews found that Snapple has strong brand awareness but people don't consider it on shelves, and that consumers want a refreshing drink to help break up dull afternoons at work.
1. The document discusses generational cohorts and defines Millennials and Filinnials. It explores the traits, ethics, and outlook of Millennials including their increased individualism, secular views, and tensions with older generations over issues like marriage and career paths.
2. Millennials are seen as more progressive on social issues and less religious than older cohorts. They also face conflicts with Baby Boomers over differences in priorities, lifestyle choices, and views of success.
3. The document analyzes Millennials' ethical views and tendencies towards secular humanism, which grounds morality in human experience rather than religious doctrine. However, it notes the limitations of non-theistic views in explaining objective morality.
This campaign aims to boost sales of hard candy brands Halls and Xylicrystal in Japan by repositioning them as tools for communication and social connection. The "Hi, Ame" campaign encourages gift-giving small candies to convey feelings of care, appreciation and kindness without words. It draws upon traditional Japanese culture and values friendship, family and bringing people together through simple gestures. The strategy seeks to make hard candy a part of daily life interactions and interpersonal relationships.
Catering to the Conscious Traveller - BuIlding Samoa Tourism TogetherAnna Pollock
The document summarizes a presentation on building conscious tourism in Samoa. It discusses the rise of conscious travelers who seek authentic, local, and immersive experiences. It analyzes Samoa's tourism situation, noting declining demand since 2008. Six areas for work are suggested: focusing on high yield visitors; collaboration across the tourism industry; acting responsibly environmentally; digital marketing; improving attractions and events; and service and training. The presentation provides recommendations like investing in culture/heritage attractions and using new media to attract conscious travelers.
This document outlines 10 rules of memetic marketing presented by B. Lazlo Karafiath, CEO. It discusses how memes spread in networks and culture like viruses or genes. Effective marketing uses an understanding of memes to identify ideas that will spread and shape perceptions. The document examines different types of memes and how to integrate memes that reinforce your message while avoiding those that may undermine it.
This document discusses the field of ethnography and its application to business. It defines ethnography as the study of cultures through immersing oneself in people's everyday experiences. Ethnography provides deep insights into how consumers view and experience brands, products, and services. It shifts the focus from needs to exploring the cultural meanings and social practices associated with objects. The document outlines ethnographic research methodologies and provides case studies of how ethnography has helped companies better understand consumer motivations and design more meaningful product experiences.
This document provides an introduction and history of the Amul brand of chocolates in India. It discusses that Amul was established in 1955 as a milk cooperative in Anand, Gujarat that originated from a union of 250 liters of milk per day from farmers in 1946. The brand name Amul means "priceless" in Sanskrit. It has since expanded its product range from milk, butter and ghee to include chocolates, cheese, ice cream and other dairy products. Amul products are known for their high quality at reasonable prices and have helped farmers through the cooperative model. The cooperative was formed to end exploitation of farmers by private milk traders and has grown to sales of Rs. 6 billion in 2005
Y&R Study Results: Secrets and lies sept 19Leonard Murphy
This document describes a study that used both explicit and implicit questioning methods to gain a deeper understanding of consumer values, attitudes, and brands. The study found that consciously reported values and brand preferences often differed significantly from unconscious motivations. Globally, a new mainstream consumer profile is emerging defined by individuality, fluid identities, and comfort with complexity rather than conformity. This "Generation World" shares a sense of empowerment from technology and feels marketers do not fully understand them. The study suggests marketers should move away from targeting single homogeneous segments and instead acknowledge consumers' paradoxical motivations.
4. Consumers are on the look out for
novelty, adventure, fun and passion
To feel alive
To discover and learn
To try new challenges and adventures
To define themselves
To enrich their lives, to aspire for more
To relax and escape from life’s pressure
In the case of young men: Lifestage It is available
It is permitted
And mainly because, in our society and time, they CAN:
It is tempting
It is affordable 4
Source: Consumer Outlook, men 21-29 2006, Rob Tregenza, Iconoculture
And Sean Saraq
5. Definition of experience
• To be exposed to, involved in, or affected by
an object, thought, or emotion through the
senses or mind:
Active participation in events or activities, leading to the
accumulation of knowledge or skill
The fact or state of having been affected by or gained
knowledge through direct observation or participation
An event or a series of events personally encountered,
undergone, or lived through
5
Source: Merriam Webster dictionary online
6. Main buckets to classify
new experiences
Discovery Relax and
and learning escape
These needs are interrelated
Search for
intensity
Adventures and
merit badges
6
7. Discovery and learning
• Medias’ global presence and the instant and easy access to worldwide information
provided by Internet are opening the door to see how other people and other
cultures are living. Consumers are intrigue and want to know more.
6% increase in number of • Traveling is increasing, importation of goods
Canadian residents
returning from other is growing: consumers want to feel these
countries (except USA)
between January to June of
new influences both inside and outside their
2006 vs 20051 homes.
• More consumers are pulling their lifestyle
influences from all cultures rather than just
their own and multi-cultural audiences are
defining mass consumption2.
Hip-hop
Growth of SPI
Consumers in general, and Millenials even more so, have an insatiable
curiosity and hunger for exploration and experimentation.
7
Sources: 1Stat Can, International Travel, Vol.22, Number 6, aug.2006
Spread of ethnic foods 2
Iconoculture: Get to know the YoCo, sept.2005
8. Discovery and learning
• There is increased interest in learning about product origins and stories.
Consumers want to know if the product is authentic (more to come about this),
if it will suit their needs and they also want to appear knowledgeable to others.
So, customized drinking is increasing
FACTORY TOUR BY RIEDEL - THE WINE GLASS COMPANY
• Tasting new products inspires consumers, especially if they appear trendy:
There is a new level of experimentation within the
alcoholic drinks industry, and higher income consumers
are keen to jump on board, and pay the premiums «On ne vend plus que ça:
associated with the latest cocktail or expensive new des Red Bull Vodka»
brand. Drinks as status symbols and the top-end bar - Owner of a dance club2
culture are just two examples of the exclusivity trend in
action.
Magnificent Seven Drinks Trends, 20061
• For trendsetters, discovery of new cool brands is also a way to influence others.
Sources: 1 The ‘magnificent seven’ drinks trends to 2012, Helen Lewis, Just drinks, July 2006. 8
2
«Red Bull: l'invraisemblable succès d'une boisson rouge», Gabriel Sigrist, http://www.largeur.com/expArt.asp?artID=63
9. Discovery and learning
• Brands act as social symbols for some consumers who want to try them in order to
experience the image conveyed by the brand.
9
Source: www.harley-davidson.com
10. Discovery and learning
• The number of jobs one will have during his lifetime has increased. In the 1970s,
the average was 6 jobs per lifetime. The current average is 101. Millenials change
jobs 6-7 times before they reach 30 years old. If they are not happy at their current
job, not learning anymore, not challenged: they hop to another company.
Adaptation to new environment and new people is not an issue: they love it!
• LDA-29 are enthusiasts towards consumption2:
They find satisfaction in the buying experience
They have a desire to be the first to try out a new product or
service
They are on the lookout for all things novel, unusual, trendy
They feel an attraction for gadgets
To try what other people/ cultures
To try what no one has tried before OR had the chance to try before
10
Sources: 1 Nimble Careers, Genevieve Paiement, En Route Magazine, January 2007, p.39
2
CROP, 3SC 2005 Edition
11. Relax and escape
When combining challenge with forgetting for a
moment life’s pressure, the door is open for drinking
games: On a recent lunch break in Minneapolis, we
observed a mixed group of 20somethings engrossed
in a Red Bull drinking contest.
Iconoculture1
• Trying new tastes in food and beverages is a way to easily and
readily get into a different mood set. Part of this trend is the mood-
enhancing ingredients that are added to some beverages2.
Nestea’s Green Tea Ice tea with…
Line Catches-up with cannabis!
Consumer Tastes3
Sources: 1 «Millennials stage Red Bull drinking contest on their lunch hour», Iconoculture, March
2006
11
2
Iconoculture, Synestesia trend
3
«Nestea’s green tea line catches up with consumer tastes», June 8, 2006 on www.foodmall.org
12. Relax and escape
Also, consumers are placing greater importance on fun and leisure. (…) Americans
are looking for what we call the “Joy Factor.” This is the idea of placing more value
on leisure and fun pursuits, and embracing the philosophy of ‘if it’s not fun, why am
I doing it?”
Kathy Sheehan, Senior VP, GfK Roper Consulting1
• Playful and sociable brands offer new experiences that are amusing.
• Consumers appreciate established brands for the
safety they provide in experimenting.
• Some use creative marketing to involve consumers2.
http://www.jumpcut.com/view?
id=D2DA87F0832911DBAA19266C9A2E700D&b_id=1FE7BE2457D211DB9D601
EE329CBD869
• Some well-known brands also provide and instant
powerful image consumers can project to others3.
http://www.youtube.com/watch?v=86PXE-zM_Yo
Sources: 1 «Q&A with Kathy Sheehan, SVP, GfK Roper Consulting», American Marketing Association, 12
Oct.2006 on http//marketingpower.com
2
and 3 are from Sean Saraq, Cossette, including the Doritos and Lynx examples: thanks Sean!
13. Relax and escape
• There seems to be ‘unprecedented interest in understanding, appreciating, and
stimulating the senses; creating products and environments with multi-sensory
blending of sight, sound, smell, taste, and feel. Consumers gravitate toward
experiences that challenge and stimulate all their senses’.
But it’s got to be the way guy’s like it! Look at men’s spas
• The ‘total’ experience is one that involves all senses procuring thrill and
sensations never felt before.
Brown Sugar Scrub
Sports Massage
Muscle Meltdown
Massage
13
14. Adventures and Merit badges
• Consumers are looking to live intense and unusual adventures.
• Finding the undiscovered, unearthing a hidden treasure, learning the exotic is
all part of getting the prize.
• Curiosity about these intriguing adventures is also part of it.
Stunt School Tattoo & piercing Trekking in Australia
• Consumers can express their own personality by the choice of activity.
• To make their life interesting and even, sometimes, to give it
a purpose.
14
Volunteer work
15. Adventures and Merit badges
• Enjoying those experiences might be easier than taking on real life challenges
who have a permanent effect (leaving school to get a job, move out of family
house).
• It gives them a feeling of enjoying meaningful and energetic lives.
Activities providing competition,
adrenaline and speed are popular
among Millenials3
• And it gives them
something to remember Don’t forget: without ‘the others’ seeing,
and talk about! tasting, hearing or smelling your skills,
Maxim Golf without the inevitable story-telling, there
shall not be any status coming thy way!
Trendwatching1
Great party = Spontaneous events and
adventures or misadventures…
Youthography panel on Canadian parties2
Sources: «Status skils», Trendwatching, sept.2006
1
15
2
«Partying in Canada», report from Youthography, July 2006
3
Cross sports pump up the adrenaline factor of already-extreme activities, Iconoculture, April 13, 2004.
16. 18-29 years old :
Profile mainly focused on intensity
• Importance of sharing intense emotions with others
Whether with close friends or in large crowds with whom
they share strong emotions
• Pursuit of intensity, strong sensations
For young men: more extreme
Violence and action are an outlet, a release from stress
They like taking risks for the thrill it gives them
• Freedom and permissiveness
Bypassing laws when need be
Sexual permissiveness
16
Source: CROP 3SC 2005 edition, Sociocultural Profile of Young Canadians (18-29 years) .
17. Search for intensity
• In search of intensity in the boredom of their lives, some consumers take
Hardship holidays where they come up-close and personal with extremely
intense experiences.
• Mixing adrenaline-pumping moments with the feeling of crossing society
boundaries can become the ultimate hit.
http://www.incredible-adventures.com/
• There is
in this extreme part of new experiences.
17
Sources: 1 Daring tourists seeking extreme experience on their days away, Iconoculture, October 11, 2002
18. Conclusion of New Experiences Trend
• There are four aspects Discovery & learning Relax & escape
Adventures & merit badges Search for intensity
• Some of the best new experience are located in the and bring instant
gratification. These experiences need to be easily and readily accessible.
Discovery & learning + Relax & escape
• Some of the most challenging and meaningful experiences come from a a
longer term focus and are recognized because of the determination you need
to complete them.
Adventures & merit badges + Search for intensity
Turn on the volume of brand experiences: This is an experimental generation that
likes to try new things, even (especially?) if
it means pushing the envelope.
Iconoculture
Brand stories
Close to what men value
Innovate
Experiences that don’t just tie-in, they
A bit of subversion
elevate the brand status
In media placement too 18