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Navigating the New Marketsphere. Eileen Campbell, Chief Executive Officer, Millward Brown Jeben Berg, Marketing Programs Creative Innovationist, YouTube.

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Presentation on theme: "Navigating the New Marketsphere. Eileen Campbell, Chief Executive Officer, Millward Brown Jeben Berg, Marketing Programs Creative Innovationist, YouTube."— Presentation transcript:

1 Navigating the New Marketsphere

2 Eileen Campbell, Chief Executive Officer, Millward Brown Jeben Berg, Marketing Programs Creative Innovationist, YouTube Reinaldo Padua, Assistant Vice President Hispanic Marketing, Coca-Cola Donna Sturgess, Vice President, Innovation, GlaxoSmithKline Consumer Healthcare Gordon Wyner, Executive Vice President, Millward Brown From Segmentation To Consumer Connection

3 Session Agenda –Introductions –Snapshot of emerging consumers: Boomers Millennials Hispanics 40 minutes 30 minutes Q&A Market View Overview 20 minutes –Panel moderation with Audience Q&A

4 Reinaldo Padua, Assistant Vice President Hispanic Marketing, Coca-Cola Donna Sturgess, Vice President, Innovation, GlaxoSmithKline Consumer Healthcare Jeben Berg, Marketing Programs Creative Innovationist, YouTube Eileen Campbell, Chief Executive Officer, Millward Brown Introductions

5 On the table… Consumer Opportunities – size, spending power, influence –Boomers (20%) –Hispanics (15%) –Millennials (20%) Challenges the practice of market segmentation –Proliferation of everything –Good theory, hard to practice Marketing resource optimization (more now than ever) –Communications –Product innovation –Sales channels –Organization A New Year, New Thinking, New Rules

6 Boomers: Born 1946-1964 Redefining retirement Ageism in advertising Workforce 'Brain drain' Silver technology Aging in place Optimism Self-fulfillment Inner-directedness Control 77 Million people (25%) Control more than 70% of our nation's wealth Estimated spending power of more than $2 trillion 27% still have children in the home Less a quarter are retired Snapshot Key Themes Thought Starters We wanted to change the world. Longevity Experience-seeking Civic-mindedness Idealism 8,630,000 results for boomers

7 Millennials: Born 1980's & 1990's Digital Kids: Smartest or Not? Money-dilemma Boomerang effect The next "civic" generation Special / Sheltered Confident Pressured Multitasking as a way of life Optimism 79 Million $200 Billion spending power & growing 88%: estimated % of household purchases young adults influence 15 Hours: Est. time per day spent with media and communication technology 45% refer to themselves as non-white Snapshot Key Themes I want to be able to do things now. I don't want to wait. Sources include: Neil Howe and William Strauss, Outlaw Consulting High-expectations Instant gratification Spontaneity Individuality Civic-minded 526,000 results for millennials Thought Starters

8 Hispanics Acculturation vs. Assimilation English vs. Spanish New migration Still an overlooked market? Cultural cohesion Collectivism Strong familial ties High birth rates Fastest growing population in the U.S., currently 46 million people Total Hispanic GDP: $1 Trillion Will make up 29% of the US population by 2050 26 years old: Median age of Hispanics 82% of US Hispanics speak 'some' Spanish at home Snapshot Key Themes I don't think I am replacing my culture, but just learning a new culture. 5,160,000 results for hispanics Mobility Virtuous Ambitious Thought Starters

9 Focus – Explore the landscape – Classify – Balance the depth versus breadth – Find the common ground Anticipate – What's Changing? – What's growing or declining? – How fast? – What's the future opportunity? Expand – Bring back the human element – Address the rational and emotional – Communicate via 5 Senses Engage – Relevant content – Relevant media, touchpoints, and timing – Enable interactive experiences SegmentationConnection From Segmentation To Consumer Connection

10 Focus – Explore the landscape – Classify – Balance the depth versus breadth – Find the common ground Anticipate – What's Changing? – What's growing or declining? – How fast? Expand – Bring back the human element – Rational and emotional – 5 Senses Engage – Relevant content – Relevant media, touchpoints, and timing – Enable interactive experiences From Segmentation To Consumer Connection SegmentationConnection

11 Focus – Boomer 'Outlook' Segmentation Developed by Focalyst, Millward Brown's specialty Boomer practice in October 2008 Investigated Boomers' mindsets, circumstances, and key trigger events to understand how their response to changing times Boomers fell into 3 "outlook" camps Yesterday Today Tomorrow Life was better in the 1950's. We live in exciting times. Tomorrow will be better than today. 25% 30% 45%

12 From Segmentation To Consumer Connection Focus – Explore the landscape – Classify – Balance the depth versus breadth – Find the common ground Anticipate – What's Changing? – What's growing or declining? – How fast? Expand – Bring back the human element – Rational and emotional – 5 Senses Engage – Relevant content – Relevant media, touchpoints, and timing – Enable interactive experiences SegmentationConnection

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14 Prioritize “Dimenzionalize” the Opportunity Segment the Market Define Priorities Reach and Connect Have the Right Message and the Right Product, In the Right Place 3 Track Success Is this making a difference? 21 Considerations When Entering Hispanic Market

15 1 PRIORITIZE “Dimensionalize” the Opportunity 2005 – USM$ DIMENSIONALIZE Total US Hispanic GDP is about 1 Trillion US$ QUANTIFY

16 “MULTICULTURAL VIDEO” 1 PRIORITIZE Example: US Multicultural Opportunity “Dimensionalize” the Opportunity

17 Segment by Relevant Purchase Predictors OCCASION BASED SEGMENTATION One Consumer, Many Products CONSUMER BASED SEGMENTATION One Consumer, One Product 1 PRIORITIZE

18 Start Small to Build Strong Foundations 1 PRIORITIZE MARKETS 5 9 15

19 Start Small to Build Strong Foundations 1 PRIORITIZE

20 Prioritize “Dimenzionalize” the Opportunity Segment the Market Define Priorities Reach and Connect Have the Right Message and the Right Product, In the Right Place 3 Track Success Is this making a difference? 2 1 Considerations When Entering Hispanic Market

21 Identify Tensions and Relieve Them Example: Novelas Program 2 REACH & CONNECT

22 Controls 60% of the volume IMPORTANCE Her days are challenging... but rewarding TENSION Novelas are her escape CONNECTION MOM: The Big Picture 2 REACH & CONNECT

23 Prioritize “Dimenzionalize” the Opportunity Segment the Market Define Priorities Reach and Connect Have the Right Message and the Right Product, In the Right Place 3 Track Success Is this making a difference? 21 Considerations When Entering Hispanic Market

24 3 Triangulate Your Sources of Data TRACK SUCCESS

25 A Final Thought About 2009 Crises Are Great Times to Build Brands Memorable Emotional Situations Less Clutter On Media Opportunity To Connect

26 Focus – Explore the landscape – Classify – Balance the depth versus breadth – Find the common ground Anticipate – What's Changing? – What's growing or declining? – How fast? Expand – Bring back the human element – Rational and emotional – 5 Senses Engage – Relevant content – Relevant media, touchpoints, and timing – Enable interactive experiences From Segmentation To Consumer Connection SegmentationConnection

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33 Focus – Explore the landscape – Classify – Balance the depth versus breadth – Find the common ground Anticipate – What's Changing? – What's growing or declining? – How fast? Expand – Bring back the human element – Rational and emotional – 5 Senses Engage – Relevant content – Relevant media, touchpoints, and timing – Enable interactive experiences From Segmentation To Consumer Connection SegmentationConnection

34 Insert YouTube

35 q & aq & a


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