The organic movement is taking interesting form in China. Here, we tell the story by exploring representations in media, business, and among consumers. Happy reading!
Ecostore is a New Zealand brand that produces plant and mineral-based laundry powders. Their powders come in different scents and sizes. Ecostore aims to produce safe, environmentally friendly products. They source natural ingredients and ensure transparency in their supply chain. The brand was founded in 1993 with a goal of sustainability. Ecostore manufactures products in Auckland and sells internationally. Their target audiences include families concerned with health and the environment, and image-conscious consumers who wish to live sustainably.
The 10 step marketing plan outlines Sting Energy Drink's strategy to target male workers who need extra energy to work long hours. It aims to be the first ready-to-drink energy drink that is delicious and affordable. Sting positions itself as lower priced than competitors while using advertising, promotions, and wide availability to differentiate itself as "Hayop sa Sarap, Hayop sa Energy". The plan details Sting's target market, competitors, marketing tactics, and goals to capture a share of the growing energy drink industry.
This is a presentation I put together in 2009 for a client of mine, Oasis (a bottled water company in Dubai, UAE).
The Innocent Smoothies case study was used in an effort to convince Oasis to take a similar "human" approach to communication by proving that FMCG/CPG products can be successfully differentiated in such a manner.
It is then followed by a competitive analysis.
This document summarizes the launch and initial operations of a juice shop in Bangladesh. It discusses the product range and pricing of juices, as well as financial projections. Challenges included a lack of affordable juice options for customers, an uncertain rental agreement, and developing an entrepreneurial mindset for the employee. Recommendations focused on promotions like loyalty cards, expanding the product line with different sizes and flavors, and securing financing and alternative commercial spaces to address risks.
This document provides information about B'lue, a flavored water product made through a joint venture between Danone Group and Narang Beverages. It introduces Danone Group and describes B'lue's flavors, ingredients, packaging and marketing survey results. The survey of 30 people found that most were unfamiliar with the brand but liked it and would consider purchasing it again. However, most still preferred mineral or packaged waters over B'lue. The document concludes that more advertising is needed to increase awareness and popularity of B'lue.
Green Luxury - trending niche in luxury industryRanjan Kumar
This document provides an overview of green luxury as an emerging trend in the luxury industry. It discusses how depletion of resources and increasing environmental awareness have driven the emergence of green luxury. It finds that while green marketing can increase brand image, it does not necessarily guarantee increased purchase intention. Green luxury may be more effective for new luxury consumers than regular luxury consumers. Examples of brands taking green approaches like Edun and HonestBy are provided.
Ecostore is a New Zealand brand that produces plant and mineral-based laundry powders. Their powders come in different scents and sizes. Ecostore aims to produce safe, environmentally friendly products. They source natural ingredients and ensure transparency in their supply chain. The brand was founded in 1993 with a goal of sustainability. Ecostore manufactures products in Auckland and sells internationally. Their target audiences include families concerned with health and the environment, and image-conscious consumers who wish to live sustainably.
The 10 step marketing plan outlines Sting Energy Drink's strategy to target male workers who need extra energy to work long hours. It aims to be the first ready-to-drink energy drink that is delicious and affordable. Sting positions itself as lower priced than competitors while using advertising, promotions, and wide availability to differentiate itself as "Hayop sa Sarap, Hayop sa Energy". The plan details Sting's target market, competitors, marketing tactics, and goals to capture a share of the growing energy drink industry.
This is a presentation I put together in 2009 for a client of mine, Oasis (a bottled water company in Dubai, UAE).
The Innocent Smoothies case study was used in an effort to convince Oasis to take a similar "human" approach to communication by proving that FMCG/CPG products can be successfully differentiated in such a manner.
It is then followed by a competitive analysis.
This document summarizes the launch and initial operations of a juice shop in Bangladesh. It discusses the product range and pricing of juices, as well as financial projections. Challenges included a lack of affordable juice options for customers, an uncertain rental agreement, and developing an entrepreneurial mindset for the employee. Recommendations focused on promotions like loyalty cards, expanding the product line with different sizes and flavors, and securing financing and alternative commercial spaces to address risks.
This document provides information about B'lue, a flavored water product made through a joint venture between Danone Group and Narang Beverages. It introduces Danone Group and describes B'lue's flavors, ingredients, packaging and marketing survey results. The survey of 30 people found that most were unfamiliar with the brand but liked it and would consider purchasing it again. However, most still preferred mineral or packaged waters over B'lue. The document concludes that more advertising is needed to increase awareness and popularity of B'lue.
Green Luxury - trending niche in luxury industryRanjan Kumar
This document provides an overview of green luxury as an emerging trend in the luxury industry. It discusses how depletion of resources and increasing environmental awareness have driven the emergence of green luxury. It finds that while green marketing can increase brand image, it does not necessarily guarantee increased purchase intention. Green luxury may be more effective for new luxury consumers than regular luxury consumers. Examples of brands taking green approaches like Edun and HonestBy are provided.
一个世纪以前,美国农业学家富兰克林·金就记载了中国的可持续农业实践,并赞扬了四千年来中国对耕地的成功管理和使用。在过去十年,澳大利亚和中国投入有机农业的用地比其他160个有有机农业数据报道的国家都多(澳大利亚新投入430万顷,中国新投入180万顷)。澳大利亚有机农业面积约占世界认证的有机农业总面积的三分之一。中国的“经济奇迹”是以对环境的巨大破坏为代价的,而发展有机农业可以为中国带来一个绿色的未来。不仅如此,消费者也需要安全的食品,他们也愿意为认证的有机食品付更多的钱。本文展示了有机领导力的几测量种方式,以及在有机方面巨大的发展机会。这些机会包括有机水产业,有机野外产业,有机森林产业,国内有机市场和人均有机消费量的增长,以及有机研究成果的发表。全球有机耕地面积占耕地总面积的0.86%,澳大利亚有机耕地面积占其耕地总面积的2.93%,中国有机耕地面积占其耕地总面积的0.36%,这对中国来说还有很大的发展空间。中国现在的环境亟需改善,而有机农业的推广可以成为修复中国环境以及提供健康食品的解决方法。
A century ago, China’s sustainable agricultural practices were documented and praised by US Professor of Agriculture, Franklin King, for the successful stewardship of agricultural land over four millennia. Over the past decade, Australia and China have converted more land to organic agriculture than any other of the 160 countries reporting organic agriculture statistics (for Australia, 4.3 m newly converted hectares, and for China, 1.8 m hectares). Australia accounts for about a third of the world’s certified organic agriculture hectares. China’s ‘economic miracle’ has been at the great cost of environmental degradation. There is a role for the development of organic agriculture in China to help achieve a clean green future. Added to this, consumers want safe food and they attribute a premium price to certified organic food. This paper presents a spectrum of indices of organics leadership and reveals great opportunities for growth in the organics sector. There are opportunities for the development of organic aquaculture, organic wildculture, organic forestry, for growing the domestic market and per capita organic consumption, and for publishing organics research. Organic accounts for 0.86% of global agricultural land, Australia’s agricultural land is 2.93% certified organic, and for China the figure is 0.36% which offers plenty of room for improvement. China’s prevailing levels of pollution call for massive remediation action, and the uptake of organic agriculture can be one component of the solution to restoring China’s environment to a healthy state and to providing safe food for consumers.
This document summarizes China's organic certification system. It outlines the key national standards, certification bodies, and import/export rules. The national standard GB/T 19630 covers production, processing, labeling, and management systems. Certification is provided by approved bodies and requires an annual inspection. Imports must be registered with AQSIQ and are subject to inspection and tariffs. Products must be labeled with the certification body code, year, and random number.
The purpose of this webinar is to give an overview as well as in-depth detail and links to important food regulations on ORGANIC CERTIFICATION in China, US, and EU. This webinar explains what “organic” is and is not, organic laws in China, US, and EU, how to get certified, and what “mutual recognition” for organic means when an agreement is in place between countries. Similarities and differences among China, US, and EU organic food schemes and certification requirements are also highlighted.
The document is an interview with 21-year-old pop sensation Amy Jo. She has achieved great success with her album Amy Jo reaching number one for 8 consecutive weeks and her hit singles "Ready", "Hide and Seek", and "Candy Floss Kisses" each winning a Grammy. She discusses feeling surprised by her success growing up in a council estate, her passion for singing from a young age, and looking up to Adele as her idol.
The major distribution areas of the organic & microbe fertilizer industry in China include Shandong, Liaoning, and Fujian provinces. The second distribution areas include Shaanxi, Jiangsu, Inner Mongolia, Beijing, Sichuan, Guangdong, and Hebei provinces. According to the Zeefer Industry Distribution Index, Shandong province has the highest index score, followed by Liaoning and Fujian provinces.
The document discusses various organic certification seals used internationally, nationally, and privately. It outlines certification seals used in China, the US, European Union, France, Canada, Japan, Australia, and Germany. It then provides details on the international certification organizations Quality Assurance International (QAI), China Organic Food Certification Center (COFCC), and ECOCERT China. It concludes by describing IFOAM as the worldwide umbrella organization for the organic movement, with over 750 member organizations in 116 countries.
Organic Fruits and Vegetables from NOW Agriculture, Dalian, ChinaNOWOrganic
Dalian NOW Agriculture, a Dutch-Chinese joint venture in Dalian, China, is a grower, processor and distributor of organic fruits and vegetables for the worldwide market. Main organic products, grown on own fields and by contracted farmers, are: strawberry, blackberry, raspberry, black currant, peach, apricot, mandarin, garlic, ginger and squash (EU and NOP certified).
GWP China has achieved several successes including establishing functioning water partnerships at multiple levels, providing support for policy formulation and capacity building, and being recognized as an important voice in water sectors. A case study from Fujian Province showed how grassroots water user associations improved livelihoods and raised living standards through democratic governance, increased productivity without environmental harm, and access to credit and markets. This local example contributed to rural development in China and the creation of a new middle class. Going forward, GWP China will continue supporting partnerships, restoring river health, strengthening convening power, and raising commitment and capacity at all levels.
This document provides information about Bioagricoop, an Italian certification body and consortium for organic agriculture. It discusses Bioagricoop's history and activities including certification processes, organic regulations in the EU, organic production principles, and examples of organic labels. It also shares organic market and production data for Italy and promotes an consortium of Italian organic producers seeking to expand trade in markets like India and China.
Nitrogen management and policies in agriculture of Africa, China and EuropeJan Peter Lesschen
This document summarizes a presentation on nitrogen management policies in agriculture in Africa, China, and Europe. It finds that while China and the EU have strongly supported their agricultural sectors through subsidies, infrastructure development, and price supports, policies in Africa have largely failed due to poor infrastructure and multiple constraints. The EU has also increasingly regulated nitrogen use and integrated environmental protection policies with agricultural support. Government policies play an important but debated role in global food security and markets. Coordinated international approaches may be needed to manage commodity supply issues.
A presentation I'm giving at Refresh Savannah tonight about the different types of social web apps, the "food chain" of users and abusers and how people can get started. This is the first Refresh meeting here so I'm not sure who the audience is going to be, hence the kind of fuzzy depth.
Presentation for a Chinese delegation from the Fujian province that did a study tour in The Netherlands. I presented the work LEI Wageningen UR is doing on Information Management & ICT in Agri-Food by highlighting project work.
The document discusses China's rural policies and agricultural development trends. It notes that China's policies aim to increase farmers' incomes while ensuring food supply and stability. Key points include focusing on crop production and strengthening agricultural technologies. Challenges include natural disasters, limited resources, and rising production costs. The government provides subsidies and supports technology innovation to address these challenges and transition Chinese agriculture to a more modern, productive model.
The document provides an overview of the organic certification process for horticultural crops in the United States. It explains that the USDA regulates organic certification through the National Organic Program. Growers must follow the NOP rules for three years prior to certification. The certification process involves submitting an application package including an Organic System Plan to a USDA-accredited certifier and undergoing an on-farm inspection. The application and inspection are reviewed to determine if the farm qualifies for organic certification. Maintaining certification requires annual renewal and following all NOP production and record keeping requirements.
The document outlines the stages of rural development in China from the 1950s onward, beginning with land reform after 1949 and the establishment of mutual aid teams. This evolved into a system of elementary cooperatives, advanced cooperatives, and ultimately people's communes, which aimed to collectively undertake large-scale agricultural production and infrastructure projects. The people's communes system organized farmers into production teams, brigades, and communes led by elected committees. This reorganization of rural society and agriculture helped increase productivity to feed China's large population.
The document contains descriptions of various food chains submitted by students. Each food chain lists producers, primary consumers, secondary consumers, and tertiary consumers in an ecosystem. Producers include plants like grass, algae, seaweed, and corn. Primary consumers eat the producers and include animals like rabbits, deer, fish, and caterpillars. Secondary consumers that eat the primary consumers include animals such as snakes, hawks, sharks, and coyotes. Tertiary consumers, at the top of the food chain, prey on the secondary consumers and include examples like bears, eagles, orcas, and lions.
Why These Misconceptions About Organic Food?Ayur Egg
People are very much confused when it comes to term 'organic food', what is and what is not 'organic'. If we choose to eat organic, it is our duty to do a research on it. These are the main 'organic food' misconceptions.
This campaign brief outlines Ben & Jerry's new commitment to eliminating GMOs from their products and educating consumers about GMOs. The target audience is women like Emily, a 27-year-old nurse living in Boston who is pregnant and concerned about health. Insights show that while most Americans support GMO labeling, knowledge is still lacking. The opportunity is to use Ben & Jerry's GMO-free stance to educate people about GMOs. Print ads will use graphic images and facts to convey the unnaturalness of GMOs, while supporting the idea that "Food is not a science experiment." Ads and infographics on freezers in 10 cities will further the message.
一个世纪以前,美国农业学家富兰克林·金就记载了中国的可持续农业实践,并赞扬了四千年来中国对耕地的成功管理和使用。在过去十年,澳大利亚和中国投入有机农业的用地比其他160个有有机农业数据报道的国家都多(澳大利亚新投入430万顷,中国新投入180万顷)。澳大利亚有机农业面积约占世界认证的有机农业总面积的三分之一。中国的“经济奇迹”是以对环境的巨大破坏为代价的,而发展有机农业可以为中国带来一个绿色的未来。不仅如此,消费者也需要安全的食品,他们也愿意为认证的有机食品付更多的钱。本文展示了有机领导力的几测量种方式,以及在有机方面巨大的发展机会。这些机会包括有机水产业,有机野外产业,有机森林产业,国内有机市场和人均有机消费量的增长,以及有机研究成果的发表。全球有机耕地面积占耕地总面积的0.86%,澳大利亚有机耕地面积占其耕地总面积的2.93%,中国有机耕地面积占其耕地总面积的0.36%,这对中国来说还有很大的发展空间。中国现在的环境亟需改善,而有机农业的推广可以成为修复中国环境以及提供健康食品的解决方法。
A century ago, China’s sustainable agricultural practices were documented and praised by US Professor of Agriculture, Franklin King, for the successful stewardship of agricultural land over four millennia. Over the past decade, Australia and China have converted more land to organic agriculture than any other of the 160 countries reporting organic agriculture statistics (for Australia, 4.3 m newly converted hectares, and for China, 1.8 m hectares). Australia accounts for about a third of the world’s certified organic agriculture hectares. China’s ‘economic miracle’ has been at the great cost of environmental degradation. There is a role for the development of organic agriculture in China to help achieve a clean green future. Added to this, consumers want safe food and they attribute a premium price to certified organic food. This paper presents a spectrum of indices of organics leadership and reveals great opportunities for growth in the organics sector. There are opportunities for the development of organic aquaculture, organic wildculture, organic forestry, for growing the domestic market and per capita organic consumption, and for publishing organics research. Organic accounts for 0.86% of global agricultural land, Australia’s agricultural land is 2.93% certified organic, and for China the figure is 0.36% which offers plenty of room for improvement. China’s prevailing levels of pollution call for massive remediation action, and the uptake of organic agriculture can be one component of the solution to restoring China’s environment to a healthy state and to providing safe food for consumers.
This document summarizes China's organic certification system. It outlines the key national standards, certification bodies, and import/export rules. The national standard GB/T 19630 covers production, processing, labeling, and management systems. Certification is provided by approved bodies and requires an annual inspection. Imports must be registered with AQSIQ and are subject to inspection and tariffs. Products must be labeled with the certification body code, year, and random number.
The purpose of this webinar is to give an overview as well as in-depth detail and links to important food regulations on ORGANIC CERTIFICATION in China, US, and EU. This webinar explains what “organic” is and is not, organic laws in China, US, and EU, how to get certified, and what “mutual recognition” for organic means when an agreement is in place between countries. Similarities and differences among China, US, and EU organic food schemes and certification requirements are also highlighted.
The document is an interview with 21-year-old pop sensation Amy Jo. She has achieved great success with her album Amy Jo reaching number one for 8 consecutive weeks and her hit singles "Ready", "Hide and Seek", and "Candy Floss Kisses" each winning a Grammy. She discusses feeling surprised by her success growing up in a council estate, her passion for singing from a young age, and looking up to Adele as her idol.
The major distribution areas of the organic & microbe fertilizer industry in China include Shandong, Liaoning, and Fujian provinces. The second distribution areas include Shaanxi, Jiangsu, Inner Mongolia, Beijing, Sichuan, Guangdong, and Hebei provinces. According to the Zeefer Industry Distribution Index, Shandong province has the highest index score, followed by Liaoning and Fujian provinces.
The document discusses various organic certification seals used internationally, nationally, and privately. It outlines certification seals used in China, the US, European Union, France, Canada, Japan, Australia, and Germany. It then provides details on the international certification organizations Quality Assurance International (QAI), China Organic Food Certification Center (COFCC), and ECOCERT China. It concludes by describing IFOAM as the worldwide umbrella organization for the organic movement, with over 750 member organizations in 116 countries.
Organic Fruits and Vegetables from NOW Agriculture, Dalian, ChinaNOWOrganic
Dalian NOW Agriculture, a Dutch-Chinese joint venture in Dalian, China, is a grower, processor and distributor of organic fruits and vegetables for the worldwide market. Main organic products, grown on own fields and by contracted farmers, are: strawberry, blackberry, raspberry, black currant, peach, apricot, mandarin, garlic, ginger and squash (EU and NOP certified).
GWP China has achieved several successes including establishing functioning water partnerships at multiple levels, providing support for policy formulation and capacity building, and being recognized as an important voice in water sectors. A case study from Fujian Province showed how grassroots water user associations improved livelihoods and raised living standards through democratic governance, increased productivity without environmental harm, and access to credit and markets. This local example contributed to rural development in China and the creation of a new middle class. Going forward, GWP China will continue supporting partnerships, restoring river health, strengthening convening power, and raising commitment and capacity at all levels.
This document provides information about Bioagricoop, an Italian certification body and consortium for organic agriculture. It discusses Bioagricoop's history and activities including certification processes, organic regulations in the EU, organic production principles, and examples of organic labels. It also shares organic market and production data for Italy and promotes an consortium of Italian organic producers seeking to expand trade in markets like India and China.
Nitrogen management and policies in agriculture of Africa, China and EuropeJan Peter Lesschen
This document summarizes a presentation on nitrogen management policies in agriculture in Africa, China, and Europe. It finds that while China and the EU have strongly supported their agricultural sectors through subsidies, infrastructure development, and price supports, policies in Africa have largely failed due to poor infrastructure and multiple constraints. The EU has also increasingly regulated nitrogen use and integrated environmental protection policies with agricultural support. Government policies play an important but debated role in global food security and markets. Coordinated international approaches may be needed to manage commodity supply issues.
A presentation I'm giving at Refresh Savannah tonight about the different types of social web apps, the "food chain" of users and abusers and how people can get started. This is the first Refresh meeting here so I'm not sure who the audience is going to be, hence the kind of fuzzy depth.
Presentation for a Chinese delegation from the Fujian province that did a study tour in The Netherlands. I presented the work LEI Wageningen UR is doing on Information Management & ICT in Agri-Food by highlighting project work.
The document discusses China's rural policies and agricultural development trends. It notes that China's policies aim to increase farmers' incomes while ensuring food supply and stability. Key points include focusing on crop production and strengthening agricultural technologies. Challenges include natural disasters, limited resources, and rising production costs. The government provides subsidies and supports technology innovation to address these challenges and transition Chinese agriculture to a more modern, productive model.
The document provides an overview of the organic certification process for horticultural crops in the United States. It explains that the USDA regulates organic certification through the National Organic Program. Growers must follow the NOP rules for three years prior to certification. The certification process involves submitting an application package including an Organic System Plan to a USDA-accredited certifier and undergoing an on-farm inspection. The application and inspection are reviewed to determine if the farm qualifies for organic certification. Maintaining certification requires annual renewal and following all NOP production and record keeping requirements.
The document outlines the stages of rural development in China from the 1950s onward, beginning with land reform after 1949 and the establishment of mutual aid teams. This evolved into a system of elementary cooperatives, advanced cooperatives, and ultimately people's communes, which aimed to collectively undertake large-scale agricultural production and infrastructure projects. The people's communes system organized farmers into production teams, brigades, and communes led by elected committees. This reorganization of rural society and agriculture helped increase productivity to feed China's large population.
The document contains descriptions of various food chains submitted by students. Each food chain lists producers, primary consumers, secondary consumers, and tertiary consumers in an ecosystem. Producers include plants like grass, algae, seaweed, and corn. Primary consumers eat the producers and include animals like rabbits, deer, fish, and caterpillars. Secondary consumers that eat the primary consumers include animals such as snakes, hawks, sharks, and coyotes. Tertiary consumers, at the top of the food chain, prey on the secondary consumers and include examples like bears, eagles, orcas, and lions.
Why These Misconceptions About Organic Food?Ayur Egg
People are very much confused when it comes to term 'organic food', what is and what is not 'organic'. If we choose to eat organic, it is our duty to do a research on it. These are the main 'organic food' misconceptions.
This campaign brief outlines Ben & Jerry's new commitment to eliminating GMOs from their products and educating consumers about GMOs. The target audience is women like Emily, a 27-year-old nurse living in Boston who is pregnant and concerned about health. Insights show that while most Americans support GMO labeling, knowledge is still lacking. The opportunity is to use Ben & Jerry's GMO-free stance to educate people about GMOs. Print ads will use graphic images and facts to convey the unnaturalness of GMOs, while supporting the idea that "Food is not a science experiment." Ads and infographics on freezers in 10 cities will further the message.
Dermody Thoughts on Sustainable ConsumptionJanine Dermody
1. The document discusses research on advancing sustainable consumption behavior through marketing approaches.
2. A study of 6,500 consumers in 10 countries found that identity is critical in promoting sustainable behaviors, and marketing needs to focus on portraying a "pro-environmental self-identity".
3. The research suggests bolder, confrontational marketing by governments is needed to strengthen global sustainable behaviors and challenge unsustainable corporate marketing strategies.
Collaborating with Consumers Eat 'n Learn Smartees InSites on Stage
The document discusses how companies can collaborate with consumers to drive innovation. It provides examples of how ATAG, PepsiCo and Quinny have activated consumers to gain insights. Companies are encouraged to develop a culture of curiosity within their organization and use techniques like smart questioning, close observing, crowd connecting and real-life experiences to learn from consumers. Consumer collaborations have helped companies reposition their brands and prioritize new product ideas.
The document summarizes research conducted on the powderized seed of pico mango (Mangifera Indica) as an active ingredient in an anti-bacterial soap. The researchers aimed to promote natural products and reduce chemical usage. They selected pico mango seeds after studying anti-bacterial soap ingredients and mango varieties. Ten respondents from different fields tested the soap from November 2018 to March 2019 in Marikina City, Philippines. The document provides background information on pico mango plants, their chemical composition, history, medicinal uses, and reviews related literature on mango seed kernels and their nutritional composition.
The document discusses how people's priorities are changing and focusing more on environmental and social issues. It notes that the green agenda is becoming more important to the general public and that companies need to embrace this to be economically successful. It also discusses how younger employees, who make up 70% of some companies' workforces, care deeply about the environment and reducing carbon footprints. Attracting and retaining top talent requires companies to consider these changing perceptions and priorities.
Onepercent Store is an online select shop that sells fair trade, eco-friendly, and organic products that promote positive societal values and messages. The store is highly selective in its products and only offers items that were produced through ethical means such as fair trade practices. Instead of focusing on the manufacturers, Onepercent Store draws attention to the reasons and processes behind how each product was made. It aims to deliver positive messages and promote ethical consumerism. The store introduces brands from around the world that have pure values and good intentions. All products follow clean, safe, and transparent production processes and are offered at reasonable prices through fair trade.
Taken from Future of Web Design (#FOWD), London 2015 Conference. http://futureofwebdesign.com/london-2015
With today’s users experiencing content across multiple platforms anytime, anywhere, designers have a great opportunity, and a great challenge, to better connect with them. However, with constant connectivity comes the prospect of constant noise, so how do you offer relevant content and experiences to your users (and their own audiences)? It comes down to fully understanding when, where and why a user interacts with your responsive website, app or product throughout their day. In this session, Jon Setzen will look at both physical and digital projects that have successfully anticipated users' needs and wants while creating user behaviour that set them apart.
This document discusses greenwashing practices used by some companies to mislead consumers about their environmental and social impacts. It identifies seven "deadly sins" of greenwashing, including making unsubstantiated claims, using vague language, false labels, and focusing on unimportant attributes to distract from more significant issues. The document advocates for transparency and encourages consumers to make informed choices to support companies that practice responsible corporate citizenship and sustainability.
Everest Ecig is launching a new brand of disposable electronic cigarettes in New Jersey. They conducted market research and a SWOT analysis to develop a marketing strategy. Their target market is male smokers aged 19-54 who are temporarily unemployed or students making less than $25k. Their mission is to provide a healthier smoking alternative using American-made e-liquid. Their strategy includes targeting bars and clubs through print ads, social media, and a website. They will evaluate advertising awareness and public perception to improve their strategy.
This document discusses 6 cultural drivers that are breaking down defenses against overeating: rogue food invading all spaces like homes, offices, and cars; a hyperactive culture where people feel constantly busy even if sedentary; the informalization of culture with fluid routines and less structured meals; these trends fuel snacking becoming ubiquitous replacing traditional meals. Weight Watchers harnessed this understanding of the toxic environment through cultural intelligence to shape a new strategy, extending their message and achieving their best PR results with 500% more editorial reach.
This document discusses 6 cultural drivers that are breaking down defenses against overeating: rogue food invading all spaces like homes, offices, and cars; a hyperactive culture where people feel constantly busy even if sedentary; the informalization of culture with fluid routines and less structured meals; these trends fuel snacking becoming ubiquitous. Weight Watchers harnessed this cultural understanding to shape a new strategy, running 4 PR campaigns over 12 months with experts to highlight how the environment is stacked against healthy choices. This approach led to their most successful PR results with 500% more editorial reach than in 2012.
LEARNING OBJECTIVESAfter reading this chapter you should b.docxsmile790243
LEARNING OBJECTIVES
After reading this chapter you should be able to:
Explain how the study of consumer behaviour has evolved.
Show how consumer behaviour relates to marketing decision-making.
Explain why relationships are harder to establish in business-to-con-
sumer situations than in business-to-business situations.
Describe the scope and nature of psychology and sociology.
Describe the scope and nature of anthropology.
Describe the relationship of economics with the study of consumer
behaviour.
Explain the role of exchange in improving people’s welfare.
Explain how the terms ‘luxury’ and ‘necessity’ relate to consumer
behaviour.
Introduction
Every day we buy things. We exchange our money for goods and
services, for our own use and for the use of our families: we choose
things we think will meet our needs on a day-to-day basis, and we
occasionally make buying decisions which will affect our lives for
years to come. At the same time, we make decisions about disposing
of worn-out or used-up possessions. All these decisions and exchanges
have implications for ourselves, our families, our friends, the environ-
ment, the businesses we buy from, the employees of those businesses,
and so on.
The key concept of marketing is customer centrality: we cannot ignore
customer decision-making. Understanding the processes involved in
making those decisions is central to establishing policy.
Consumer behaviour, and industrial buyer behaviour, have been
studied by marketers since the time before marketing itself became
CHAPTER CONTENTS
Introduction
Defining Consumer Behaviour
Consumer Behaviour in Context
Consumer Behaviour and the
Marketing Mix
Consumers and Relationship
Marketing
Consumers and Marketing Planning
Antecedents of Consumer Behaviour
Neuroscience
Psychology
Sociology
Summary
Key points
Review questions
Case study revisited: Pizza
Case study: Center Parcs
Further reading
References
CHAPTER 1
The importance of understanding
consumer behaviour
Customer Someone who makes
the decision to buy a product
01-Blythe-Ch-01-Part-1.indd 3 26/02/2013 7:46:00 PM
INTRODUCTION TO CONSUMER BEHAVIOUR4
an academic subject. The academic subjects that preceded marketing include eco-
nomics (the study of supply and demand), sociology (the study of group behaviour),
psychology (the study of thought processes), neurology (the study of brain function)
and anthropology (the study of what makes us human). Each of these disciplines has
looked at the problem from a different angle, and each will be discussed in greater
detail throughout the book. The study of consumer behaviour combines elements
from all these disciplines: as marketers.
Case study: Pizza
P izza was originally invented in Naples in the 16th century as a cheap, filling food for the poor. During the latter half of the 20th century, pizza spread throughout the world, with many regional variations: in
Australia the basic tomato and cheese topping is ...
what if there were a refilling station for your beauty products, where your empty toner bottle is refilled and you pay much less than buying the whole new product?
Creativity need not be only art, here is a presentation to its utmost
high.. This covers how one could turn a shop into a dry fruit brand. The plan is executed and we have received good responce. This is way we say going by the PPT.
Social marketing applies marketing principles and techniques to influence behaviors that benefit society. It began in the 1950s with ideas around using marketing to promote public health and social issues. Government agencies, non-profits, and corporations now use social marketing. The "4 P's" of social marketing are product, price, place, and promotion. A recent study found many junk foods contain high levels of trans fats, salt, and sugar that can negatively impact health, especially in youth, contradicting nutritional claims made by companies. Strict adherence to product quality guidelines is important for foods and other products that directly impact consumer health.
Collaborating with consumers Eat 'n Learn SmarteesInSites on Stage
This is the full slidedeck of our Eat ‘n Learn Smartees session on collaborating with consumers. The presentation elaborates on how to structurally collaborate with your consumers in order to generate richer consumer insights and feed your innovation funnel. All of this illustrated with client cases from ATAG, Dorel & PepsiCo
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
Similar to Organic China: The Movement, The Motivation (20)
With spending down and earnings slipping, how can brands entice youth to buy? To better understand the problem and source solutions, we repeated our retail priorities study and investigated retail in many of its forms – across categories and (physical or virtual) locations.
As Chinese consumers become more accustomed to the idea of luxury, they are looking for a deeper, more personal connection to specific brands and experiences.
Chinese youth are experiencing changing attitudes towards relationships, finances, and love. Traditionally, being single carried a stigma but this is changing as more women choose careers over marriage or remain single by circumstance. A book explores reasons why some Chinese women remain single, such as relationship difficulties or prioritizing work, and how this generation is the first to embrace singlehood. Government data shows a gender imbalance with many more single men, reflected in an online map of Valentine's Day messages. Chinese society is also becoming more open about sexuality as reflected by an approved romantic comedy about a sex shop and the celebration of "Mistress Day".
China has sex on the brain. From discussions and news reports on the prevalence of sex shops in China’s major cities, to concerns over sex education in Chinese classrooms, Chinese youth are being exposed to these topics more and more frequently.
- The Bergstrom Group
Youth today are not looking to straight up copy other countries’ looks, they want to mix, match and adapt. What we found were style chameleons – expressing one style one day, another the next.
- The Bergstrom Group
Chinese brands have led the way in themed retail this year, playing with new concepts in a way that global players simply can not. Let’s recap and look for more great additions in 2011!
- The Bergstrom Group
The document summarizes retail trends among Chinese youth in 2010. Key trends included: (1) Social media sites that allowed youth to see others' opinions on products and make shopping social; (2) New experiential retail environments like kids hair salons and playgrounds that sparked children's imaginations; and (3) Chinese brands gaining prominence and launching new concept stores both domestically and abroad to target Chinese consumers. Flash sales, mobile payments, and bringing online features to physical stores were also trends seen in 2010.
The document discusses perceptions of sexiness among Chinese youth based on interviews. Youth see Shanghai as the sexiest city due to its modernity. Other top cities are seen as sexy for their history, natural beauty, or nightlife. For youth, sexiness is associated more with confidence and passion for life than physical appearance. Brands seen as appropriately sexy appeal to creativity and lifestyle rather than overt sexuality. Chinese youth are more open about sexuality, shown in trends like customizable online avatars and the success of a women-owned sex shop in Shanghai.
The document discusses how new technologies have impacted Chinese youth culture and entertainment. It describes different generations (70s, 80s, 90s) and the iconic technologies that shaped them. Today's youth are frustrated by a lack of creativity in mainstream entertainment like reality shows and movies. While some artists and bands try to survive outside the mainstream, it is difficult. The document advocates learning more about new trends in Chinese entertainment by exploring the resources on The Bergstrom Group's website.
Understanding how mini-generations define themselves and each other is a valuable asset for brands that hope to reach "youth" in China. This presentation defines and illustrated how generations have been expedited.
- The Bergstrom Group
What you need to know about regional differences and local pride to grow your brand among Chinese youth. It is more than physical attributes, locality also decides who is in and who is out.
- The Bergstrom Group
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
Efficient PHP Development Solutions for Dynamic Web ApplicationsHarwinder Singh
Unlock the full potential of your web projects with our expert PHP development solutions. From robust backend systems to dynamic front-end interfaces, we deliver scalable, secure, and high-performance applications tailored to your needs. Trust our skilled team to transform your ideas into reality with custom PHP programming, ensuring seamless functionality and a superior user experience.
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART INDIA MATKA KALYAN SATTA MATKA 420 INDIAN MATKA SATTA KING MATKA FIX JODI FIX FIX FIX SATTA NAMBAR MATKA INDIA SATTA BATTA
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART KALYAN CHART
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
The Steadfast and Reliable Bull: Taurus Zodiac Sign
Organic China: The Movement, The Motivation
1. ORGANIC CHINA
The Movement, The Motivation!
www.thebergstromgroup.com!
2. Introduction
Although consumers are motivated to layer food
safety protections and explore a new lifestyle
trend, organic ideas are true unchartered territory
here. As consumers’ personal interests tie to larger
social issues, it becomes an opportunity to
demonstrate how brands can educate and add to
new aspiration models.!
4. THE APPEAL OF AN ORGANIC LIFESTYLE
! A change from “eating for
safety” to “having an organic
lifestyle”!
– When organic is mentioned, most
people immediately think of
“healthy” -- but also “expensive.” !
– Organic products in China have
been regarded as a guard against
food safety issues. However, some
young tastemakers prefer organic
products for other reasons. !
! Read our original post here.
5. THE VALUE AND THE STATUS
! My colleague and I order organic vegetables, meat, and tofu via organic farms online
regularly. It’s not just about how it tastes; it’s about how it makes you feel. My boss
and colleagues have a great influence on how my life could be. I often don’t find
similarities between me and my boss because she is not a post-80s. But I look up to
her for how she values her life quality and balance between work and leisure time.
The lifestyle she has is my goal, and starting with organic
products makes me feel closer to that balance. – Yishu, 25, female,
Shanghai (via Changzhou)!
! My general perspective would be that previously in China no one cared due to the
higher price points, but now that is not the case - there is a niche market … In China
organic also has status considerations tied up in its perception to a fairly large
degree. It's becoming a marker for upper class consumption...
– Giana M. Eckhardt, PhD
Associate Professor Marketing Suffolk University
Author of "The Myth of the Ethical Consumer"
6. TV SHOW PRESENTS GREEN
! A much more "hands-on" approach to organic than has thus
far been presented in the media!
– The hero in “Go Amy”, Zhang Heping, is a “sea turtle" (someone who
returns to China after studying or living abroad). What makes him
strikingly different from Amy's other love interest is his down-to-earth
lifestyle (LOHAS-like).!
! Read our original post here.
7. REAL ESTATE: FROM GOLD TO GREEN
! Looking to own a future vision of organic rather than an idea
embedded in the past!
– A new housing compound in Nanjing called Chengwang Lidu (骋望骊
都) is calling itself the “leading organic housing.” For Chengwang Lidu,
this leadership means an interpretation of a green and healthy lifestyle
fitted with high technology.!
! Read our original post here.
9. TOOTHPASTE BRAND'S ORGANIC CLAIMS
! An “alternative” organic seal on the packaging!
– The brand Darlie “黑人”(meaning black person; previously known as
Darkie - seriously) has gone green.!
! Read our original post here.
10. CONCERNS BROUGHT UP
! Issue #1: Uncertain claims!
– I don’t know how to tell if it’s really organic products and I have
never heard of organic certifications. I have a hard time trusting seal
given by Chinese authority. Compared to China, America has a much
stricter regulation for giving seals to brands with organic products or
ingredient; and products are much cheaper there. And here, brands just
say what they want to say.!
! Issue #2: Where organic fits into lifestyle!
– If it’s not too expensive, I would like to give it a try. We need to use
toothpaste every day after all. Organic is good but I don’t think
organic ingredients for toothpaste is necessary. I prefer organic fruits
because I eat them without cooking. It feels healthier and more direct.!
! Issue #3: Selling long term benefits to a consumer base
accustomed to instant gratification
11. MUDDLING THROUGH ORGANIC SEALS
! 2 organic seals and 23
organizations authorized to
certify products with the
official seals!
– Most of these 23 organizations
have their own unique seal.!
– Additional seals connoting
exportability or different countries
of origin or organizational
approval.!
! Read our original post here.
!
13. OUR STORY
Established in 2006, The Bergstrom
Group has developed a reputation for
providing vivid customer immersions for
brands and agencies. We began our
commitment to China by focusing on
young consumers.!
Based in Shanghai but spread across
China, our on-the-ground team of subject
matter experts, researchers,
trendspotters and creatives is dedicated
to telling the story of new China in a way
that is both authentic and actionable. !
14. OUR BOOK
All Eyes East: !
Lessons from the Front
Lines of Marketing to
China’s Youth !
By Mary Bergstrom!
!
!
+ Foreword by Chairman of Omnicom China!
+ Interviews with leaders at GM, PepsiCo,
McDonald’s, Converse, Li Ning, JWT, Interbrand, etc.!
!
+ Nominated for Marketing Book of the Quarter,
Executive Programme by Expert Marketeer!
!
15. GET
CLOSER
www.thebergstromgroup.com
www.alleyeseastchina.com