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Debat De Vi F Johnsson

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Frederik Johnsson 1 de juliol Debatdevi: Nous Consumidors, Nous Hàbits
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date, year Tendències, i nous consumidors Discusió sobre implicacions pel sector del vi 1 Julio, 2008
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Page 1: Debat De Vi F Johnsson

date, year

Tendències, i nous consumidors

Discusió sobre implicacions pel sector del vi

1 Julio, 2008

Page 2: Debat De Vi F Johnsson

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“I don’t go where the puck is, I go where it’s going to be”

- Wayne Gretzky -

Page 3: Debat De Vi F Johnsson

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What is a Trend?

We are not talking about:

- Fads

- Fashion

- The latest product

- A fluctuation in purchasing patterns

Trends

Page 4: Debat De Vi F Johnsson

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What is a Trend?

We are talking about:

-Fundamental changes in attitude or behavior

-Long term phenomenon that are observable today

Trends

Science &Technology

Society & Culture

Economy & Markets

Page 5: Debat De Vi F Johnsson

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The rules have changed

Top down is over

Consumption is in crisis

Marketing is in upheaval

Basicpremise

Fundamental patternsare emerging

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7 Macro-trendsTrends

Blur Identity Simplicity

HyperConcern for the future

Meaning Consumer power

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Concern for the futureMacrotrends

Sustainability

Security

Back to basics

Transparency

Honesty

Efficiency

Wellbeing

Health

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Macrotrends

FastFrequentFun

Massclusivity

Efficiency

Alwaysconnected

Pop-up

Low cost

Instant knowledge

Multitasking

Hyper

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Macrotrends

Experiences

Content

Context

Resolutions

Peace-of-mind

Spirituality

Wellbeing

Quality time

Meaning

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Macrotrends

Control

Knowledge

Transparency

Freedom

Participation

Information

Power of choice

Mistrust

Consumer power

Page 11: Debat De Vi F Johnsson

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Macrotrends

Hybrids

Real vs virtual

Multiple identities

Small beliefs

Relativism

Without dogmas

Parallel universes

Contradictions

Blur

Page 12: Debat De Vi F Johnsson

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Macrotrends

Self expression

Leave your mark

Personalization

Creativity

Co-creation

Teamdividualism

Belongship

Status

Identity

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Macrotrends

Essentiality

Basic

Ease-of-use

Relevance

Convenient

Calm technology

Simplicity

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Old

So, what does this mean for business?Implications

Product and technology innovation focus

Market and user experience innovation

New

Traditional market research and demographic segmentation

Understanding of global trends and complex sociological models

Mass advertising campaigns Consumer controlling media channels

Top-down hierarchical company management

Flexible, innovative management models

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What does this imply for the wine sector?Implications

Barriers

‘Traditionalist’ image

‘Performance Anxiety’

Open up to new consumers (Youth Market)

–Create new relationships

–Teach / Inform / Reccomend

–Make it fun and personal

New retail possibilities

New Experiences

New Formats

Opportunities

Page 16: Debat De Vi F Johnsson

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So, now what do I do?

Listen to people

Understand the forces that are changing culture

Look outside your business

Challenge the way you run your existing business

Be brave

Implications

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