PIM Marketing Trends 2012

Peter Gouw2

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

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

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

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

Trend 3 IntelligencePower shifts to the User, Information

becomes focusedCloud-based computing

App-World

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The networked company

Synthesize

Freedom

Trend 4: InternationalizationCenter of Gravity Shift

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Sustainability

Far East

Co-leadership

7 billion

Trend 5: IntegrityConsistency – Unity in relation

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Moral contracts

Unity in relation

Me – You – UsConsistency

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

Trend 8: Identity

Step up to the plate in 2012Step up to the plate in 201223

Trust your brain

Take responsibility

Identity crisis

PIM Marketing Trend Report 2012Trend Watchers 2012 in alphabetical order

Egbert Jan van Bel Beeckestijn Business School egbertjan@vanbel.nl Michel van den Bosch StratEx Solutions m.vdbosch@stratexsol.comJaco Brussé Brussé jacobrusse@gmail.comAdrie Dolman DeKlantKiest.nl a.dolman@qualifiedmarketeers.nlBruno Fabre The Bright Id b.fabre@thebrightid.comPim van Geest Van Geest pim@pimvangeest.nlPeter Gouw Vision2B peter.gouw@vision2b.comKatherine Kucherenko Icons katherine.kucherenko@gmail.comJaspar Roos Dialogues Incubator jaspar.roos@dialoguesincubator.nlThomas Verhagen Dialogues House thomas.verhagen@dialogueshouse.euEwoud Westerink Sensata Technologies BV ewoud_w@hotmail.comMarcel Wiedenbrugge WCM Consult marcel.wiedenbrugge@wcmconsult.com

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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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