Innovation and consumer trends feb 12
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hello. JAMES GRAEMER BRAND AND MARKETING ANALYST : : BOOTS @jamesgraemer
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Slides from my lecture at Nottingham Trent University.
Transcript of Innovation and consumer trends feb 12
hello.
JAMES GRAEMER BRAND AND MARKETING ANALYST : : BOOTS @jamesgraemer
Why innovate?
“I actually think most clients in most companies of scale are taking the riskiest move possible by continuing to do exactly the same thing in a world that is dramatically and profoundly changing more quickly than it ever has.
“If you’re doing the same thing you were doing two years ago and expecting that to have the same result, with the consumer that we have today, the fragmented media environment that we have today, and the relationship consumers have with brands that we have today, that’s high risk.”
-Brad Jakeman, President, Pepsico
how?
consumers
competitors culture
technology
adjacencies
“If you never strike out, then obviously you’re not swinging very hard.” -PETER McDONOUGH, DIAGEO
INVESTMENT / RISK
IMPACT
adjacentsustainingreactive
commercialcommunications
iterative
disruptivetechnology
systems
adjacentsustainingreactive
commercialcommunications
iterative
disruptivetechnology
systems
consumers- boomers- teens- the rest
culture - thinking positive- beauty boosting- super concentrated- beauty gadgetscompetitors
- shopping experiences
technology
adjacencies
2.1.
3.
UK population 2011 vs 2020
SOURCE : : FUTURE FOUNDATION : : ONS/nVision
70% amount of US disposable income under their control 50% off all consumer packaged goods
spending through them
67% plan to spend more on their interests and hobbies after retirement 5% of advertising is directed at 50+
population in the US
Boomers (50+)the most valuable generation in the history of marketing
SOURCE : : NIELSEN and http://adcontrarian.blogspot.co.uk/2013/01/the-invincible-blindness-of-advertisers.html
SOURCE : : FUTURE FOUNDATION : : ICM/nVision, base: 501 women aged 60+
Young at heart
The New Boomers
SOURCE : : FUTURE FOUNDATION : : nVision, base: 5000 online respondents, GB 2010
Predisposed to Health and Beauty spending
Digital Natives : : Responsive : : Short attention spans : : Social without spam : : Freemium
TeensChanging the spending landscape
Early engagement with make-up
SOURCE : : FUTURE FOUNDATION : : 979 online respondents 7-15, GB 2011
Prioritising appearance
SOURCE : : FUTURE FOUNDATION : : 1000 online respondents, GB 2010
Online shopping : : new paths to purchase
“Women today, whether they are 25 or 60, have a similar attitude to life. They want to be positive, energetic, independent, they want to celebrate diversity - and they know that a 40 year old or a 60 year old doesn’t look 25.
I think there is a greater understanding and acceptance of that - and how it impacts on the way women look and feel about themselves.”
-Elizabeth Fagan, Marketing Director, Boots UK
http://www.youtube.com/watch?v=29oAbjWtAek&feature=player_embedded
Thinking Positive : : a new realism
Thinking Positive : : Lifeproof beauty
Beauty Boosting : : re-thinking sensory
Super Concentrated : : Beauty Architecture
Increasing consideration of surgery
SOURCE : : FUTURE FOUNDATION : : 1000 online respondents, GB 2010
Beauty Gadgets : : High Tech Solutions
Delivery Devices : : Increasing Efficacy
HARVEY NICHOLS : : BEAUTY BAZAAR
MARKS & SPENCER : : PURE BEAUTY
FRESH : : NEW YORK
AESOP : : TOKYO
BEAUTY EMPORIUM : : SINGAPORE
consumers- boomers- teens- the rest
culture - thinking positive- beauty boosting- super concentrated- beauty gadgetscompetitors
- shopping experiences
technology
adjacencies
2.1.
3.
Other trends to explore...
• Nutri- beauty
• Dermo-cosmetics
• Health is Beauty
• Beauty Supplements
• Craft beauty
• Ethical beauty
• PSFK
• Mintel
• LS:N Global
• L2 think tank
• Manufacturers
• Blogs
• Go shopping
Trends Sources
thanks.
JAMES GRAEMERBRAND AND MARKETING ANALYST : : BOOTS @jamesgraemer
