Marketing Trends

1

• Marketing Trends

2

• Nouveau Niche
• Consumers are more individualized, expect very
  good service and experience addressing their
  needs
• One billion on line users and Its all about
  me!
• They ignore advertising and know quality and fair
  price
• Virtually everything made and broadcast to any
  spec and batch size
• Equipped with professional hardware and software
  are producing new book, article, songs,
  photographs, videos for micro audiences.

3

• Master of the Youniverse
• New Consumer is empowered, better informed,
  switched on
• Want to be are feel in control with degree of
  freedom, mobility, independence
• Addicted to online access (6.396 billion online
  worldwide)
• 1.6 billion worldwide cell phone users in 2004
• 24/7 online mindset

4

• Gravanity
• The naming of a product or service on behalf of
  customers
• Graffiti meets vanity
• Museums selling sponsorships of works of art
• Dutch postal service offers ability to create
  your own stamps using photo of choice

5

• Branded Brands
• Two or three brands team up and combine their
  core competencies into something that is new and
  desirable
• Branded innovations
• Phillips and PG introduce an integrated power
  toothbrush and liquid toothpaste dispenser to
  create professional home dental care
• Phillips and Sara Lee branded coffee machine
  (25 of Dutch households)
• Holiday Inn and Nickelodeon open Nickelodeon
  Family Suites

6

• Ready-To-Know
• The google effect demanding and getting
  instant answers
• Expecting any information deemed relevant to be
  available instantly
• Shazam Point cell phone at music source for
  instant text message of performer and track
• Text-a-House Dutch real estate venture gives
  cell phone user instant info on price, of
  rooms, square footage, etc
• Scan Search Customer scans barcode for instant
  access to Amazon.com Japan offer at lower price
  and instant ordering

7

• Massclusivity
• Exclusivity for the masses
• Instant add-on and revenue booster
• Scarcity of respect and privilege reason enough
  to add them to your offering
• Royal-Class airport lounges and invitation-only
  Centurion credit cards
• SIA offering first and business-class only flight
  to USA
• Bostons LimoLiner to NYC with 28 passengers,
  roomy leather seats, food service, 10-seat
  conference center, WiFi network and Ethernet
  connections.
• Sonys US Qualia a high end mass class brand to
  evoke strong emotional value with products and
  services that go beyond the boundaries of
  manufacturing and design excellence

8

• Customer-Made
• Corporations creating goods, services,
  experiences in close cooperation with consumers,
  tapping into their intellectual capital, in tern
  giving them a direct say in what actually gets
  produced, manufactured, developed, designed,
  serviced, or processed.
• Boeings World Wide Design Team, an
  internet-based global forum that encourages
  participation and feedback while it develops its
  new airplane creating the plane of the
  future.
• John Fluevog, shoe designer, has site section
  Open Source Footwear where serious Fluevog owners
  can submit shoe designs and winning design gets
  put into production

9

• No-Frills Chic
• Low cost goods and services that add design,
  third-party high quality elements and/or
  exceptional customer service to create top
  quality experiences at low prices.
• Jet Blue and Song. Airlines offering sense of
  style and comfort

10

• Insperiences
• Consumers desire to invite brands offering
  experiences exclusive to public domain into their
  domestic domain.
• Resulting from rampant individuality, post 9/11
  insecurity, prosperity and demand for com fort
  and quality from mature and experienced consumers
• Home theaters (USD 15-20,000)
• Game Rooms
• Home Offices

11

• Pop-Up Retail
• Unannounced temporary brick and mortar retail
  outlets
• Disappear quickly or morph
• Exclusivity and surprise feel of gallery,
  theatres
• SoHo based flagship Song store offered in-flight
  menu samples, travel gear, in-flight
  entertainment sample options, ticket sales, brand
  samples via Disney, Coca-Cola, Health magazine
• Ebay invited six interior designers to furnish
  NYC penthouse with limited budget and
  furniture/accessories purchased on Ebay

12

• Sachet Marketing
• For consumers who cannot not yet afford to fully
  be part of the consumer society.
• Named after single-use shampoo sachets selling
  for cents in emerging economies.
• Grameenphone, Bangladeshs leading cell phone
  operator sells low price package to phone
  ladies in small villages, who share cell phone
  use with other villagers at few taka per call
• Unilever sells bran detergent that meets needs of
  low-income consumer who want affordable, yet
  effective product for laundry often washed by
  hand in river water

13

• Curated Consumption
• Editors who pre-select for the consumer from
  the avalanche of choice and abundance of high
  quality goods with variations of brand, flavor
  and color -what to buy, what to experience, what
  to wear, what to read, what to drink
• Microzine a monthly mens style magazine to
  London living room retail store offering
  merchandise with story
• Anthropologie, Urban Outfitters
• Oprah and other life coaches

14

• 5 Star Living
• 5 star hotels joint venture with real estate
  developers
• Hotels offer services previously for guests only
  to owners of luxury residential properties
  located next or on top of sumptuous hotels
• The Residences, condo hotel enclave built on MGM
  Grand grounds in Las Vegas. Suites w/pleasures
  of being an owner and a pampered guest

15

• Life-Caching
• Consumers collecting, storing, displaying, their
  entire lives for personal use, or for friends and
  family, even for the entire world to observe.
• Consumer enabling hardware and software,
  available ample storage space, blogging
  mentality, coupled with mass life caching
  products at mass prices
• Samsungs Show Your World US ad urging camera
  phone users to record daily lives and turn into
  movies
• Nokias launch of Lifeblog service software
  that arranges all messages, images, notes,
  videos, sondclips captured on mobile phones

16

• Early Birding
• Proliferation of advance online bookings, early
  notifications and pre-ordering for desirable and
  anticipated services and goods
• Willing to pay more to get what they want nthe
  minute it becomes available
• Amazon 1.3 million advance orders of Harry
  Potter and the Order of the Phoenix. Delivered
  800,000 via US Postal Service on June 21 release
  date. Netted 250,000 new customers.
• Apples intro of iPod netted 100,000 advance
  orders, 25 million pre-launch sales.

17

• Hypertasking
• Doing loads of things simultaneously is moving
  from the desk top to our daily lives watching TV
  and surfing the net conducting meetings over the
  phone while in the bathroom
• 70 of media users consume more than one medium
  (radio, on-line, TV, newspaper) at the same time
• Starbucks T-Mobile partnership offering WiFi
  hotspots and enabling hypertasking customer to
  check e-mail, look-up data, meet with friends,
  organize a business meeting

18

• Feeder Businesses
• Small, sometimes tiny, new businesses and
  services that feed off new economy stars eBay,
  Google, Match.com, Amazon
• Make it easier for consumers and businesses to
  use a key service that has become so
  sophisticated to need the help of specialists to
  use effectivley.
• OnLine Dating Profiledoctor.com edits
  customers ads to attract more potential dates.
  E-cyrano.com helps write enticing dating
  profiles. Soulmatepics,com does photo sessions
• Airline Meals Alpha Dlish - flyers can
  pre-select from on-line menu 48 hrs prior to
  flight. Pre-ordered meals are served by crew
  during normal meal service

19

• Diaspora Management
• Governments putting former citizens to use to
  form strong business and cultural communities
  that promote the best and brightest from the
  motherland in their new countries of residence.
• Invited 2000 successful non-resident Indians from
  63 countries to New Delhi to determine how the
  resources and achievements of Indians abroad
  might be used to uplift India

20

• On-Line Oxygen
• On-line access perceived as an absolute necessity
• One third of all American internet users now have
  access to broadband connection, 50 jump from
  last year.
• In Europe, 136 increase in broadband connections
• Relentless promotion of WiFi enabled laptops and
  hotspots in airports, Starbucks, Borders, hotels
  and other public locations
• Internet now the primary communication tool of
  teenagers
• WiFi onboard Lufthansa and British Air
  introducing WiFi via Boeings ConneXion Technology
• Bell Canada and Via Rail launched North American
  WiFi pilot on moving passenger train car