perceptia asupra calitatii/ carmen sterian 2015
TRANSCRIPT
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PERCEPTIA CALITATIIW O R K IN P R O G R E S S
Carmen Sterian 2015
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1.perceptia
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cum functionam?
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cum percepem lumea? cum judecam? cum alegem?(orice- de la pasta de dinti, pana la partenerul de viata)
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aparentastimulraspuns
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aparenta
simturi ochi nasureche gura piele
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percepem aparentele cu ajutorul simturilor
simturi ochi nasureche gura piele
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stimulmiros gustextern pipaitvaz auz
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stimulii sunt intodeauna externi
extern
Vedem forme si culori, auzim, mirosim si gustam lumea si ce ne ofera ea in fel si chip, in mod material, chimic.
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raspunsintern
(vo)Dar simturile noastre nu inseamna nimic fara abilitatea creierului nostru de a organiza, traduce si transforma toate aceste date in perceptii importante pentru noi
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raspunsul tine intotdeuna de interpretarea personala
intern
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asteptari, context , credinte, norme culturale, sociale, stare, chef
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perceptia
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perceptiaeste ce intelegempentru fiecare dintre noi
conteazaeste important
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Fara perceptie, fatza mamei tale e doar o combinatie de forme, Fara abiliteatea de interpreta mirosul, gustul grasimii nu ar fi diferit de gustul cepei,
Perceptia ne permite sa dam sens simturilor noastre, sa experimentam si sa intelegem lumea si viata.
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perceptiaeste realitatepentru fiecare dintre noi
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2.
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perceptiaeste realitatepentru fiecare dintre noipoate fi influentata
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Daca te intreb ce fel de pasare vezi aici?
O rata! …vei spune probabil
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Dar daca te intreb ce fel de mamifer vezi aici? …
Vei vedea….un iepure
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cuvantul care-ti atrage atentia sau imaginea care este mai familiara din punctul tau personal de vedere iti dau raspunsul, nu ochiul sau urechea.
Ti-am influentat asteptarile.Ti-am influentat perceptia.Ai vazut ce am vrut eu sa vezi.
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Ceasteptariai?
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In cecontextesti?
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Daca puneam oua de Paste langa, ai fi vazut imediat un iepure!
Desi teoretic, ar fi fost mult mai natural sa ascociezi o rata cu niste oua
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CREZI CE VEZI
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VEZI CE CREZI
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In ce cultura ai trait? Ce educatie ai primit? Prin ce experiente ai trecut?
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Exemple ca: albul e doliu pentru asiatici- puritate pentru occidentali/ povestile ti-au spus “fereste-te de omul ros sau span”/ mama te-a invatat ca femeia e cea care “sta la cratita” / ai cazut in cap din leagan si acum ti-e frica de inaltime
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toate iti influenteaza perceptia
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perceptiadevine adevarul tau personalbazat pe stimuli & context (factori externi) si pe nevoile, asteptarile, emotiile, credintele tale (factori interni)
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CREZI
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CREZI CE VEZI
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VEZI CE CREZI
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nevoiastepta
ri
emotii
credinte
stimulicontext
PERCEPTIEADEVAR
+
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nevoi
stimuli
PERCEPTIEADEVAR
Daca stimulii sunt prezenti la momentul oportun pentru a-ti rezolva o
nevoie, orice nevoie, esti satisfacut.
“Carnatii sunt cei care mi-au potolit foamea.”
ADEVAR
Ce te satisface, te leaga.
intern
extern
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Cu totii am cautat, cautam si vom cauta satisfactie. Atat. Ce ne aduce satisfactie, ne leaga.
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nevoi
stimuli
PERCEPTIEADEVAR
Produsele iti satisfac nevoile functionale-
manaci, comunici, iti este frig, alergi, te imbraci…
functionale emotionale
produse branduri
emotionale
Mesajele de brand -pe cele emotionale, care tin de placerile si bucuriile
sufletului tau.imagini “Ipone este un avangardist impecabil. Eu sunt
un avangardist impecabil”
Ce te satisface, te leaga.Te reprezinta si te identifici.
Devine un adevar pentru tine, face parte din lumea
ta.Asta numesti tu CALITATE
“Nike is just do it. Am I like this. Alerg cu incredere. Fac tot ce fac cu incredere. I like
Nike. ”
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Numim de calitate tot, orice ne aduce satisfactie (pentru trup, minte sau suflet)
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!
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3.calitatea vs. calitatea perceputa
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Una este calitatea obiectiva a lucrului bine facut si care se pastreaza peste timp in mod reprezentativ, ca mostenire culturala si alta este calitatea perceputa a lucrurilor, produselor consumabile si perisabile, care stau sub imperiul modelor efemere, bazate pe credintele timpului.
exemple /imagini calitatea obiectivao mobila de epoca/o cladire de patrimoniu- gen Sagrada/detalii arhitecturale regionale / facerea tuicii/ productia branzeturilor
exemple /imagini consumabile-perisabilemancare, bautura, aragaze, toale, pantofi- din toate timpurile, conform modelor
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calitatea obiectiva a lucrului bine facut, este un fel de a face tot ce faci, tine de responsabilitate.
exemple /imagini calitatea intrinsecaScrii un ppt, lucrezi la linia de banda intr-o fabrica de tigarete, contruiesti o masa, faci un whiskey, dansezi, predai
Este satisfactia personala, a lucrului bine facut. Este o necesitate morala. Vine dinlauntru.
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calitatea perceputa a lucrurilor, produselor consumabile si perisabile, care stau sub imperiul modelor efemere, bazate pe credintele timpului.
exemple /imagini calitatea intrinsecaBei un suc, probezi o rochie la moda, iti iei masina care te reprezinta, zbori la 1st class, vorbesti la Iphone, mergi la spectacol
Este satisfactia adusa de lucrurile de care ai nevoie. Este o necesitate sociala. Vine dinafara.
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PROCESUL DE PERCEPTIE/ JUDECATA/ ALEGERE
NEVOIE CAUTAREA INFORMATIEI MESAJ PUBLICITAR EVALUAREA
OPTIUNILOR SATISFACEREA NEVOIINEVOIE MESAJ PUBLICITAR
Cand nevoile se schimba, mesajele se schimba.Cand mesajele se schimba, perceptia ta se schimba.
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conceptul de calitate s-a schimbat in timp, in functie de nevoile din vietile generatiilor
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Tipul de calitate care-I aducea satisfactie stabunicii tale, nu-ti mai aduce tie satisfactie.
Ce-ti aduce tie acum satisfactie este aproape de neinteles pentru o strabunica.
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1870
NEVOIA PURA DE A STI,DE A FII INFORMAT Ce-mi ofera functional? Cat costa?
(VO+ ANIMATE RED TEXT)
Piata era incipienta in comunicare. Cand lumea nu era atat de aglomerata de produse si marci, toti isi prezentau si comunicau simplu marfurile, lasand consumatorul sa afle despre ele si numele lor, apoi sa se identifice doar cu imaginea oglindita de reclama.
I KNOW
CALITATEA SE REFERA LA PRODUSE
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CLIENT PROJECT NAME
/ 48
1890
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1890
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1920
NEVOIA DE A ALEGE IN FUNCTIE DE BENEFICII Ce-mi aduce in plus, emotional? Cat costa?
Produsele s-au inmultit in aceleasi categorii si producatorii au inceput sa se diferentieze unii de ceilalti prin comunicarea beneficiilor emotionaleConsumatorul vrea confort, vrea sa se simta bine. Produsele si marcile ii aduc acest confort prin siguranta satisfacerii nevoilor vremii, in acord cu credintele vremii, familiale sau sociale.
I HAVE
Imagini in perioada respectiva
CALITATEA ISE REFERA LA BENEFICII
(VO+ ANIMATE RED TEXT
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1920
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1920
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1980
NEVOIA DE A FI DIFERIT PRIN IMAGINEMa reprezinta? Cat costa?
Lumea e in plina era consumerista. A fi se confunda cu a avea. Produsele iti aduc confortul functional, dar si de imagine- te reprezinta, ca fel de-a fi, ca stil de viata, in functie de segmentul de varsta si social din care faci parte, conform normelor sociale.Este epoca competitiva.
I AM
CALITATEA SE REFERA LA IMAGINEA COMPETITIVA
(ANIMATE AS THE SLIDE IS)
(VO+ ANIMATE RED TEXT
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1990
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1990
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2015NEVOIA DE A PARTICIPA SELECTIVImi trebuie? Ma reprezinta? Ma sustine? Cat costa?
Este epoca colaborativa, deschisa de accesul prin internet.Lumea incepe sa inteleaga partea intunecata, necinstita si nebenefica a consumerisumului, incepe sa inteleaga ca bunastarea e o stare de spirit, multumire- care vine din a aprecia ce ai, nu a avea ce vrei. Acest mindfulness se reflecta in procesul selectiv de achizitie in functie de calitatea intrinseca a lucrului bine facut in combinatie cu valoarea adaugata pe care mesajul de brand o aduce in mod inspirational, cu povestea emotionala pe care o spune, invitand lumea la autenticitate si transparenta, schimbarea de paradigma: eu sunt, eu aleg, eu fac.Aste vorba de realism, valoare, participare, sharing, inspiratie.Lumea are nevoie de bunastare si exprimare, chiar daca asta inseamna a iesi din zona de confort
I CHOSE
I DOCALITATEA SE REFERA LA VALOAREA PERSONALA
(VO+ ANIMATE RED TEXT
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CALITATEA PERCEPUTA
=Parerea ta personala,
ca si consumator despre abilitatea
unui produs/ brand de a-ti satiface
nevoile, asteptarile.
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Care este adevarul despre calitate?
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CLIENT PROJECT NAME
4./ 59
CONCLUZIIperceptia asupra calitatii
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1.Calitatea este in natura lucrurilor
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CLIENT PROJECT NAME
CREZI CE VEZI/ 61
(TEXT ANIMATED)
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2.Calitatea este in ochii privitorului
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VEZI CE CREZI
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de unde si vorba
Clientul are intotdeuna dreptate
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Daca esti ales ca brand, este pentru ca ai rezonat calitativ
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Daca esti ales ca brand, este pentru ca ai adus valoare.
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Daca esti ales ca brand, este pentru ca ai satisfacut
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CUM FACI ASTA?
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Webster Dictionary Definitionscalitatea
a : CARACTERUL/NATURA PARTICULARA, ESENTIALA <her ethereal quality — Gay Talese>b : PROPRIETATEA MOSTENITA <had a quality of stridence, dissonance — Roald Dahl>c : CAPACITATEA/ROLUL <in the quality of reader and companion — Joseph Conrad>
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Depinde ce vrei sa comunici ca sa te pozitionezi ca si calitate in mintea consumatorului
…”cuvantul care-ti atrage atentia sau imaginea care este mai familiara”…
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CARACTERUL / NATURACINE ESTI TU CU ADEVARAT?
PROFESORUL PRIETENUL AVENTURIERUL LEADERUL FRUMOSUL
a : CARACTERUL/NATURA particulara, esentiala <her ethereal quality — Gay Talese>
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PROPRIETEATEA/ PROPRIETATILECUM ESTI TU?
RABDATOROPTIMIST
CUNOSCATOR
CALDINTELEGATOR
DESCHIS
LIBERCURAJOSIMPULSIV
HOTARATVIZIONARCEL CARE INSPIRA
NATURALPERFECTIONIST
CREATIV
PROFESORUL PRIETENUL AVENTURIERUL LEADERUL FRUMOSUL
b : PROPRIETATEA MOSTENITA <had a quality of stridence, dissonance — Roald Dahl>
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PROFESORUL PRIETENUL AVENTURIERUL LEADERUL FRUMOSUL
CAPACITY/ ROLECE AI DE OFERIT OAMENILOR, LUMII?
INTELEPCIUNE IUBIRE LIBERTATE INSPIRATIE FRUMUSETE
c : CAPACITY/ROLE <in the quality of reader and companion — Joseph Conrad>
RABDATOROPTIMIST
CUNOSCATOR
CALDINTELEGATOR
DESCHIS
LIBERCURAJOSIMPULSIV
HOTARATVIZIONARCEL CARE INSPIRA
NATURALPERFECTIONIST
CREATIV
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toate fac parte din calitatete pozitioneazaiti ofera identitate
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identitate
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esti o identitate, o personalitate in actiune
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Mai ai nevoie de altceva sa sa-ti sustii calitatea?
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ca sa fii ales?ca sa fii iubit?ca sa fii reales?
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TE POZITIONEZITE DEFINESTI
ACTIONEZI CA ATARE pe termen
lung
IDENTITATE INTEGRITATE REPUTATIE
INCREDEREBRAND DE INCREDERE
AI CE LASA CA MOSTENIRE
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Desi calitatea are valente personale, ea este intotdeauna o chestiune de
incredereADEVARUL
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REPUTATIA ESTE MARKETING
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!semeni gand, culegi actiunesemeni actiune, culegi obiceisemeni obicei, culegi caractersemeni caracter, culegi destin
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CLIENT PROJECT NAME
/ 83
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Studiu de caz volkswagenOn 18 September 2015, the United States Environmental Protection Agency (EPA) issued a notice of violation of the Clean Air Act to German automaker Volkswagen Group, after it was found that the automaker had intentionally programmed turbocharged direct injection (TDI) diesel engines to activate certain emissions controls only during laboratory emissions testing. The programming caused the vehicles' nitrogen oxide (NOx) output to meet U.S. standards during regulatory testing, but produce up to 40 times higher NOx output in real-world driving.[6] An estimated eleven million cars worldwide, and 500,000 in the United States, produced between model years 2009 and 2015, included such programming
Volkswagen became the target of regulatory investigations in multiple countries
Volkswagen Group CEO Martin Winterkorn resigned
They announced plans to spend US$7.3 billion on rectifying the emissions issues, and planned to refit the affected vehicles as part of a recall campaign.
BUT…THE HARM WAS DONE. LYING ON QUALITY BROKED VOLKSWAGEN REPUTATION.
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UN BRAND ESTE EXACT CA UN OM
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TU CINE ESTI?
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CARE ESTE ADEVARUL TAU?
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IN CE CALITATE VORBESTI?
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CE CALITATE ADUCI?
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CARE ESTE REPUTATIA TA?
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CARE ESTE VALOAREA TA IN OCHII OAMENILOR?
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CE LASI IN URMA?
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95
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…toate brandurile au o poveste…
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Brand –urile iubite sunt brandurile cu subsanta de valoare in ochii consumatorilor, de incredere, fara varsta, care se adapteaza permanent timpurilor
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‘60 ‘80 ‘2015
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Jack Daniels
‘60 ‘80 ‘2015
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…putine stiu sa-si spuna povestea…
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2015
Ce-si doreste consumatorul modern de la tine, ca brand?
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2015
CA LI TA TESa-l satisfaci, sustinandu-i valorile si ajutandu-l sa si le
exprime in viata reala.
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103
Calitatea inseamna pentru ei
transparentaautenticitateinspiratieexperienta personalalibertate de exprimare
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104emotie
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105actiune
(IMAGE + VO + TEXT)
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106conversatie
(IMAGE + VO + TEXT)
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107
implicare personala
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108
calitatea aduce satisfactiesa le oferim satisfactie
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109
calitatea aduce satisfactieSATISFACTIA inseamna CALITATE
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110
calitatea aduce satisfactiecalitatea ADUCE satisfactie
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111
HeinekenLavazza Calitatea ca experienta: https://www.youtube.com/watch?v=Bf_z_7B4Ifwhttps://www.youtube.com/watch?v=ubftAJI1D1Y
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Carmen Sterian 2015