Pim marketing trend report 2012 jan 31
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State of the union by Peter Gouw. The PIM marketing trend rapport 2012 is the Mission Impossible : 8! Use it wisely Contact for further information [email protected] www.stratexsol.com for associated link
Transcript of Pim marketing trend report 2012 jan 31
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 [email protected] Michel van den Bosch StratEx Solutions [email protected] Brussé Brussé [email protected] Dolman DeKlantKiest.nl [email protected] Fabre The Bright Id [email protected] van Geest Van Geest [email protected] Gouw Vision2B [email protected] Kucherenko Icons [email protected] Roos Dialogues Incubator [email protected] Verhagen Dialogues House [email protected] Westerink Sensata Technologies BV [email protected] Wiedenbrugge WCM Consult [email protected]
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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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