Debat De Vi F Johnsson
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Tendències, i nous consumidors
Discusió sobre implicacions pel sector del vi
1 Julio, 2008
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“I don’t go where the puck is, I go where it’s going to be”
- Wayne Gretzky -
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What is a Trend?
We are not talking about:
- Fads
- Fashion
- The latest product
- A fluctuation in purchasing patterns
Trends
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What is a Trend?
We are talking about:
-Fundamental changes in attitude or behavior
-Long term phenomenon that are observable today
Trends
Science &Technology
Society & Culture
Economy & Markets
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The rules have changed
Top down is over
Consumption is in crisis
Marketing is in upheaval
…
Basicpremise
Fundamental patternsare emerging
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7 Macro-trendsTrends
Blur Identity Simplicity
HyperConcern for the future
Meaning Consumer power
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Concern for the futureMacrotrends
Sustainability
Security
Back to basics
Transparency
Honesty
Efficiency
Wellbeing
Health
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Macrotrends
FastFrequentFun
Massclusivity
Efficiency
Alwaysconnected
Pop-up
Low cost
Instant knowledge
Multitasking
Hyper
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Macrotrends
Experiences
Content
Context
Resolutions
Peace-of-mind
Spirituality
Wellbeing
Quality time
Meaning
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Macrotrends
Control
Knowledge
Transparency
Freedom
Participation
Information
Power of choice
Mistrust
Consumer power
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Macrotrends
Hybrids
Real vs virtual
Multiple identities
Small beliefs
Relativism
Without dogmas
Parallel universes
Contradictions
Blur
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Macrotrends
Self expression
Leave your mark
Personalization
Creativity
Co-creation
Teamdividualism
Belongship
Status
Identity
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Macrotrends
Essentiality
Basic
Ease-of-use
Relevance
Convenient
Calm technology
Simplicity
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Old
So, what does this mean for business?Implications
Product and technology innovation focus
Market and user experience innovation
New
Traditional market research and demographic segmentation
Understanding of global trends and complex sociological models
Mass advertising campaigns Consumer controlling media channels
Top-down hierarchical company management
Flexible, innovative management models
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What does this imply for the wine sector?Implications
Barriers
‘Traditionalist’ image
‘Performance Anxiety’
Open up to new consumers (Youth Market)
–Create new relationships
–Teach / Inform / Reccomend
–Make it fun and personal
New retail possibilities
New Experiences
New Formats
Opportunities
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So, now what do I do?
Listen to people
Understand the forces that are changing culture
Look outside your business
Challenge the way you run your existing business
Be brave
Implications
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