pim marketing trend report 2012 jan 31
DESCRIPTION
State of the union by Peter Gouw. The PIM marketing trend rapport 2012 is the Mission Impossible : 8! Use it wisely Contact for further information [email protected] www.stratexsol.com for associated linkTRANSCRIPT
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PIM Marketing Trends 2012
Peter Gouw2
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State of the (Marketing) UnionHoe staat het met de consumentenmotor?
Crisis Resistanthouseholds36% -> 33%
• Responsibility for future
• Support ‘the good cause’
• Focus on quality, brands,
premium
• Health, organic, fair trade,
sustainability
• Gourmet, ecologic
Crisis Pronehouseholds20% -> 22%
• Worried, feeling of
helplessness
• The ‘wallet’ is key
• Cheap matters
• Fast food, DIY but time
saving
Crisis Neutralhouseholds45% -> 45%
• Need for security and
honesty
• Maintain ‘status quo’ but
cleverly
• Focus on
price/performance
• Value perception, added
use
Bron: GfK3
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State of the (Marketing) UnionHoe staat het met de bedrijvenmotor?
Bron: Moenaert, Robben en Gouw
WanneerCrisisOver?
Mening in 2009 vanMening in 2009 vanmarketers / managersmarketers / managers
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State of the (Marketing) Union
WanneerCrisisOver?
Mening in 2011 vanMening in 2011 vanmarketers / managersmarketers / managers
Hoe staat het met de bedrijvenmotor?
5Bron: Moenaert, Robben en Gouw
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WERVEN VULLEN BINDENMARKTAANDEEL
= x x
Het is toch een kwestie van…
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Consumentengedrag = Down trading of channel, assortment and brands
Assortment
Brands
Channels
BRAND LEADERS – A-BRANDS – STORE BRANDS - BUDGET
STEAK – BEEF – MINCED – SAUSAGE - EGG
OOH – SPECIALITY STORE – SUPERMARKET - DISCOUNTER?
Source: GfK
Of is er meer aan de hand?
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Discounters groeien sneller in slechte tijden
DiscounterValue Shares
– Western Europe Actual trend
Pre-2008 trend
New trend
Source: AiMark and Europanel consumer index – 10 countries 8
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Private Label Value Shares
Western Europe
Actual sharesPre-2008 trend
New trendFood Inflation
Source: AiMark and Europanel consumer index – 10 countries
Maar ook Private Label groeit sneller in slechte tijden
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Source: AiMark
Data: Belgium 1983-2004USA 1971-2003Germany 1975-2002UK 1980-2003
Economic cycles
PL Share
PL groeit consistent in onzekere tijden
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Source: AiMark
Brand marketing
Retailer marketing
Data: Belgium 1983-2004USA 1971-2003Germany 1975-2002UK 1980-2003
En wat doen marketeers in onzekere tijden…
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PL ShareIndex
HighLow
High TrustHigh innovationHigh innovation
Brand Perceptions
80
130
High AdspendHigh Value
Low trust
Low innovationLow innovationLow Adspend
Low value
Source: Europanel and AiMark Global Study – 30 countries, average 60 categories
Wat zouden marketeersmoeten doen (academic evidence)?
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Wat is onze toegevoegde waarde voor 2012 als markeer / manager?
Where do we stand as marketers today?Why should we step up the plate?What should we do in 2012?
Inspire?
8 special missions (marketing agenda 2012) - Impossible missions?
Let’s see and discuss, but for sure we have to work off-the-grid (again).
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De marketingagenda van 2012
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Trend 1 Information TechnologyThe year of the natural user interface
Open experience
Emotional connection
Eco-system
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Trend 2 IntegrationIntegration is constant evolution
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Constant evolution
Nanoseconds
New valuesDigital natives
Never alone
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Trend 3 IntelligencePower shifts to the User, Information
becomes focusedCloud-based computing
App-World
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The networked company
Synthesize
Freedom
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Trend 4: InternationalizationCenter of Gravity Shift
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Sustainability
Far East
Co-leadership
7 billion
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Trend 5: IntegrityConsistency – Unity in relation
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Moral contracts
Unity in relation
Me – You – UsConsistency
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Trend 6 InvestmentChoosing the Investment to make
Waste management
Neuromarketing
Strong marketers
Metric
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Trend 7: InspirationTimes are changing: Be inspired to lead
the change!
New reality Commodity game
Ask WHY
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Change yourself
Lead change
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Trend 8: Identity
Step up to the plate in 2012Step up to the plate in 201223
Trust your brain
Take responsibility
Identity crisis
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PIM Marketing Trend Report 2012Trend Watchers 2012 in alphabetical order
Egbert Jan van Bel Beeckestijn Business School [email protected] Michel van den Bosch StratEx Solutions [email protected] Brussé Brussé [email protected] Dolman DeKlantKiest.nl [email protected] Fabre The Bright Id [email protected] van Geest Van Geest [email protected] Gouw Vision2B [email protected] Kucherenko Icons [email protected] Roos Dialogues Incubator [email protected] Verhagen Dialogues House [email protected] Westerink Sensata Technologies BV [email protected] Wiedenbrugge WCM Consult [email protected]
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What does thisWhat does thismean for you?mean for you?
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PIM Marketing Trend Report 2012Sponsors
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