Impact of consumer trends on your value chain Jakarta, Indonesia July 2015 Christophe Landuyt.
41
Impact of consumer trends on your value chain Jakarta, Indonesia July 2015 Christophe Landuyt
-
Upload
kory-thornton -
Category
Documents
-
view
217 -
download
1
Transcript of Impact of consumer trends on your value chain Jakarta, Indonesia July 2015 Christophe Landuyt.
Impact of consumer trends on your value chain
Jakarta, Indonesia
July 2015
Christophe Landuyt
Impact of consumer trends on your value chain
1) Understanding & interpreting consumer
trends
2) Geographical aspects
3) Assessing the impact
a) on marketing & communication
b) on distribution & trade partners
c) on product design & development
Impact of consumer trends on your value chain
1) Understanding & interpreting consumer trends
- Every trend watcher has his own set of trends
- Trends are often formulated in vague terms
- ‘How to lie with statistics?’
Impact of consumer trends on your value chain
1) Understanding & interpreting consumer trends
- Trends help us understand (groups of) consumers
- Trends reveal what is about to happen
- Trends allow us to make the difference / stand out
Understanding & interpreting consumer trends
1) FOOD TRENDS (Gfk – Anuga)
Glocalisation
Daily luxury
Fair Food
Wellfood
Co-manufacturing
Myfood
Understanding & interpreting consumer trends
Glocalisation
The world gets smaller all the time
(global village), but in food we want local
accents.
Soto ayan Kippensoep Velouté de poulet
Chicken soup Sopa de pollo
Understanding & interpreting consumer trends
Daily luxury
Professional life is very demanding. Indulging in
small daily luxuries makes it more bearable.
Understanding & interpreting consumer trends
Fair food
What we eat should reflect our values, our ethics
and our hope for a better world.
Understanding & interpreting consumer trends
Wellfood
What I eat adds to my wellbeing and my physical
and mental integrity.
Understanding & interpreting consumer trends
Co-manufacturing
Yes, I Cook!
Understanding & interpreting consumer trends
Myfood
What I eat, expresses my
individuality. I am what I eat.
Understanding & interpreting consumer trends
2) NON-FOOD TRENDS (Euromonitor Itl.)
1) Narrow gap between interest & purchase (Shop this)
2) Eating right
3) Eco-worriers & social conscience (SHFT)
4) Home Base: importance of home & community
5) Work-Life balance: a source of stress
Understanding & interpreting consumer trends
2) NON-FOOD TRENDS (Euromonitor Itl.)
6) Luxury for more consumers (affordable luxury)
7) The People’s Choice (Trip Advisor)
8) Post-recession Coping (the New Normal - REWE)
9) There’s an app for that
10) Visual Craving (Filter Fakers, Pinstrosity)
Understanding & interpreting consumer trends
Ugly Fruit Video
2) Geographical aspects
EUROPE =
- One unified market (legislation)- Many national laws (phytosanitary)- 27 nations – 24 official languages- Many different clusters of consumer preferences- Different speeds for developing consumer trends
Needs create segments
Table culture
Courtesy Reinhardt Werner
Table culture
Courtesy Reinhardt Werner
Table culture
Courtesy Reinhardt Werner
Table culture
Courtesy Reinhardt Werner
Five important questions relating to segmentation:
Can we quantify the segment ?
Is it big enough to justify ?
Is there specific distribution ?
Is it really different ?
Can we reach it ?
High, middle and Low
Segmentation on price/value; design
EU market segments
Upper end (5-20%)
Middle end (50-70%)
Lower end (20-40%)
‘statement’ pieces (large)decorative; minimalist stylestop aesthetic and finishhigh value/high price
mainly functionaldining, tabletopwell-pricedcreative ‘me-too’
massmachine-madefunctional‘me-too’
In a nutshell
There is no such thing as “a market”
Countries is only one criteria
Use elimination in the process
Focus, don’t compromise
What do you prefer?
Left orRight?
Mouse or Lion?
Better the “head of the mouse” than the “tail of the lion”
Key Question:
How do I find out who my target audience is
and what their expectations are?
Customer profile
Who are the target customers?
Why will they want to buy?
What will the target
customers want to buy?
How will customers
want to buy?
When will they want
to buy?
Where will they want
to buy?
Where do they live? How old are they? Are they men, women,
children? What is their occupation? Income? Status? Level of education? Religion?
Special interests?
What benefits these
customers will get by buying my product?
What products with what features will meet their expectations? How will they want it packaged?
What quantities will they want?
Will customers buy this product when they buy other related
products? How important is the place of purchase? Will they go to buy it alone or with someone
else? Is delivery important?
How frequently will they purchase? Is this a regular or special purchase? Are there certain times or days of the week or the year when products will be more demand (e.g. special foods may be in greater demand during
New Years)
What stores, locations, or outlets will make it easiest for customers to find and buy your products? Where would they
expect to find them?
Knowledge about target customers is the basis for providing them the products that will satisfy them, make them loyal, repeat buyers, and provide profits to the business.
Courtesy Reinhardt Werner
How to find information
Ask
Shake hands
Keep your eye on the competition
Society Consumer
MarketsTechnology &
Business
Keep your eye on the competition
Understanding the market:
Summary
