This publication has been discontinued on July 19, 2011.
Abstract or Executive Summary
Traditional marketing communications need a hand... are you prepared for the
mood consumers?
The fast pace of technological progress has traditionally
fuelled the renewal of markets. But such pace also harbours two major risks: the
permanent threat of obsolescence and the blanket escalation of extra functions
and new versions. For companies in huge, highly competitive, mass markets - such
as cars and consumer electronics (digital photography, computers, telephony,
white goods etc.) - the above problems have some very negative consequences. To
maintain sales volumes, companies adopt drastic strategies (massive promotional
support) often at the cost of profit margins.
But such promotional efforts
are only valid if the consumer understands them and if the product and the
message correspond to the consumer's needs and interest.
Globally, consumers'
buying habits are changing. Consumers no longer act based on their age, income
or gender
To cope with this ever-changing scenario, marketing segmentation and
targeting techniques are rapidly evolving, from traditional, static,
demographic-based criteria towards dynamic, mood, lifestyle and psychographic
influences. It is no longer a question of identifying your customers by age,
geography or income, but looking into how and why they buy, based on their mood,
beliefs and the occasion.
GLOBAL CONSUMER TRENDS to 2006 for the automotive,
electronics and technology industries combines techniques and processes from the
fields of psychology and social science, along with real-world data from product
launches, technology and culture, to visually illustrate mood consumption in
practice.
The report is broken down into five mega-trends which are driving
mood consumption and will have a significant impact for the automotive,
electronics and technology industries, namely:
- Hybrid: the fragmentation and growing diversity of a globalized world add
weight to the conviction that cross-referencing points of view and mixing
ideas and practices can lead to better solutions
- Anticipative: faced with multiple options, making a choice can prove to be
a stressful operation. Offering unified solutions that harmoniously
integrate distinct dimensions (pleasure, security, comfort, etc.) reduces
complexity and guarantees true psychological well-being.
- Distinctive: identity is no longer perceived as a permanent state, but
increasingly as a "self" in perpetual motion. The individual's
dream is to explore the riches of spatial, temporal and/or contextual
mobility whilst feeling totally unique thanks to a thousand and one
distinctive signs.
- Amazing: Social interaction demands constant effort from individuals in
terms of adapting and the often exhausting process of compromise. To get the
best out of life, one must allow oneself the fun of distorting stereotypes,
indulging in poor taste and revelling in sublimated reality.
- Humanised: the quest for simplicity, straightforwardness and authenticity
fosters empathy with the individual's emotions and a desire to enhance
his/her well-being. ?
Under each mega-trend, a detailed analysis is given providing style
directions, indicators and background details, critical keywords, associated
colours, materials, shapes and sensations. Thus the guide provides essential
input and stimuli for design, strategy, development, innovation, and marketing
teams alike. ?
Sectors covered in this report: Colour Chemicals,
Automotives, Telecommunications, Consumer electronics, White goods,
Applicable
areas for this report: Advertising strategies, Brand strategy and Brand
portfolio management, Branding trends, Strategic Planning, Lifestyle trends,
Market Research, Consumer Segmentation, Future Qualitative studies, Consumer
insight, Consumer behavior, Sensorial marketing, Business intelligence and
analysis, Design intelligence, Merchandising, Product development, design and
innovation.
Table of Contents
- Introduction
- 1 Hybrid: cross fertilization
- 2 Anticipative: female foresight
- 3 Distinctive fashion express
- 4 Amazing: magic touch.
- 5 Humanised: seamless well being
- 6 Appendix
- 6.1 sources
- 6.2 conditions
