Finding the difference that makes the difference

5 themes of Irish Consumer

behaviour in early 2011

MCCP is an independent Strategic Planning

and Insight agency based in Ireland working

on leading local and international brands

Finding the difference that makes the difference

MCCP Trendstream™ monitors human

behaviour and translates it into business

advantage for YOUR brand

People

So What For Your Brand

Cultural Context

Identifying seeds for growth for

your brand based on on-going

developments in people’s mind-

set, behaviours and their

cultural context.

Finding the difference that makes the difference

5 key behavioural

1.Traditional segments now blurring

2. New coping mechanisms

3. Search for meaning in brands

4. On-line exists to make off-line better

5. Forced resourcefulness in consumers

Finding the difference that makes the difference Finding the difference that makes the difference

1. Status Quo in transit

*Source: CSO, 2010

**Source: CSO, 2010

***Source: MCCP Consumer Dialogues, 2010

*Source: Eurostat, Oct 2010

43% of unemployed people have been out of work for over one year *.

In 2010, 7,500 men in Ireland occupied full-time in "home duties** (excludes those classifying themselves as employed)

“Because I’m there more I have a more sympathetic ear I think for what needs doing” (Male)**

On the live register professionals are a category that has increase by12.2%**

33% of men and 16% of women 25 - 34 are living at home with parents****.

Finding the difference that makes the difference

Unifier is Interest not Class

“I go on the teen vogue website and I can

get advice and recommendation on books

and stuff from people with the same

tastes and my own age.”*

There are 23 million Xbox LIVE

worldwide players, with periods

of concurrent usage listed at 2.2

million**.

*Source: MCCP Consumer Dialogues, 2010

**Source: WARC, 2010

http://www.youtube.com/watch?v=yWcaN

U2Pp6Q&feature=player_embedded

Finding the difference that makes the difference

So What?

1. Find new ways to group people beyond traditional

targeting methods

Group people by financial coping behaviours

8 Groups identified including Crash Dieters, Clothcutters, and Justifiers

Recession-beating strategies for their brands that compete with indirect categories

Finding the difference that makes the difference

So What?

2. Give the whole family something to connect and be

part of.

Finding the difference that makes the difference Finding the difference that makes the difference

2. Control and Escapism = Coping Mechanisms

*Source: NCA switcher survey 2010

**Source: Tribune.ie 21 July 2009

***Source: Carton Screen Advertising 2010

80% of consumers switched a service or retailer in the last year*.

July 2009: cinema attendance up 12% year on year**.

March 2010 cinema attendance up 1.2% year on year***.

Finding the difference that makes the difference

So what?

1. Give them something to do with a

start, middle and end

Finding the difference that makes the difference

So what?

2. Let them feel they have achieved

something

Finding the difference that makes the difference

So what?

3. Help them to help themselves

Finding the difference that makes the difference

So what?

4. Distract them with moments of

micro-craic

Finding the difference that makes the difference

3. ‘Meaningfulfilment’ – consumer want the

story behind products and brands

‘I ‘d love to walk into a shop

this size and have the banter

with the guy behind the

counter’

*Source: MCCP Consumer Dialogues, 2010

Finding the difference that makes the difference

Multiple drivers of involvment

Finding the difference that makes the difference

So What?

1. Help them by helping their community

The lighter side The spectical The culture

Finding the difference that makes the difference

So What?

2. Act local

Finding the difference that makes the difference

So What?

3. Communicate a meaningful story

Finding the difference that makes the difference Finding the difference that makes the difference

5. Online as path to richer offline live experience

*Source: Linden Lab, 2009

** Source: Sophos, May 2010

*** Source: MCCP Consumer Dialogues, 2010

Linden Lab purges 800,000 inactive Second Life users (i.e. 7% of all users)*.

16% of FB users quit over privacy concerns and 60% considered it

“The Internet is all about keeping us up to the date with what is happening with our friends, happening with the music industry and happening with the world.”***

Finding the difference that makes the difference

Like Me

60 million daily status updates on

facebook, shared with an average

of 130 friends*.

“I write comments and posts with

a creative or funny twist…allows

people to see who I am and how I

am different ”**

*Source: Facebook figures, 2010

**Source: MCCP Consumer Dialogues, 2010

Finding the difference that makes the difference

So What?

1. Ensure your event has a pre and post digital

element

Finding the difference that makes the difference

So What?

2. Give them social currency to share online

http://www.youtube.com/watch?v=x6hojOi7VQI&

feature=channel

Finding the difference that makes the difference

5. Irish consumers have been forced to be

More Creative & Resourceful

350,000 people in negative equity in Ireland*

Number of households with an income of €55,000 dropped by 200,000 in 2009

*Source: RTE Prime Time July, 2010

Finding the difference that makes the difference

Pick and Mix Strategies

Only 35% of all grocery

products bought by Irish

consumers is own-label*

“I would go to Superquinn for a

really nice bit of meat and then

it’s over to Lidl for everything

else”**

*Source: Mintel, 2010

**Source: MCCP consumer dialogues, 2010

Finding the difference that makes the difference

So what?

1. Show them how to make more of

what they already have

Finding the difference that makes the difference

So what?

2. Allow consumers to do something else with

your product or service beyond its core

Finding the difference that makes the difference

For expanded details talk to MCCP:

T: +353 1 6350030

E: Kay@mccp.ie

Visit: www.mccp.ie

Twitter: @MCCPTrendstream