Trends - PIGHAT

• Provenance (local and fair trade) Terry Leahy, 'I believe we're seeing a fundamental shift in the priority that consumers place on food,' said Leahy. ‘The growth in the proportion of our customers buying organics is fastest among less affluent customers.’ Going up: the new Tesco price strategy, Amelia Hill, Sunday September 2, 2007
• Individualism - trend for "looking after me" which centres on self-orientated gratification and is reflected in consumer through; “Shopping for leisure” / Pleasure seeking lifestyles. Consumers want to interact with brands – expressions of personality
• Globalism – growth in travel and information driving consumer awareness and exposure to new cultures, traditions and experiences internet, media features and low cost airlines have opened up consumers to new
• Home – Staycation
• Accessibility lower income and mid-market consumers are increasingly seeking luxury on a budget. 'Accessible premium' brands have emerged with consumers trading up across different categories - Ice Cream / Coffee / Confectionary
• Time and lifestyles pressures - seen in growth of convenience shopping as consumers look for solutions that fit their lifestyles.
• Diet and health and interest in cooking – TV, restaurants, classes, cook books etc
• Overtaking the removal of salt, sugar and fat, going Natural was the star of new product launches during 2008. 1 in 4 products launched in 2008 led with a Natural claim on pack. (Mintel)

Obama

Fishbone analysis

Objective is to detect the root causes of your problem.        
We are looking for the causes, not actions, neither topics. .  

Fishbone - The fishbone will help to visually display the many potential causes for a specific problem or effect. It is particularly useful in a group setting and for situations in which little quantitative data is available for analysis.

Instructions:  
1. Start with stating the problem in the form of a question, such as 'Why is the help desk's abandon rate so high?' Framing it as a 'why' question will help in brainstorming, as each root cause idea should answer the question, it's helpful to use expressions like: "lack of ..."; "excess of..", etc. The team should agree on the statement of the problem and then place this question in a box at the 'head' of the fishbone.

2. Labelled branches with different categories;
- Methods (process) are ways of doing things or the procedures followed to accomplish a task. A typical cause under the Method category is not following instructions or the instructions are wrong.

- Man (People) are responsible for the problem. The problem may have been caused by people who are inexperienced, who cannot answer prompted questions, and so on.

- Management (Procedures) refers to project management; poor management decisions.
- Measurement refers to metrics that are derived from a project. Problems may occur if measurements are wrong or the measurement technique used is not relevant.

- Material (Product/ service) basically refers to a physical thing.
- Machine (Place/ plant/ technology) performance issues.

3. Begin brainstorming possible causes and attach them to the appropriate category branches.

4. For each cause identified, continue to ask 'why does that happen?' and attach that information as another bone from the cause branch. This will help get you to the true drivers of a problem.

Cause Prioritization   
For each root cause, give grades (5, 3 or 1), according to the criteria shown in:      
        1. Impact on the target
        2. Authority over cause;       
        3. Difficulty to eliminate.    
               
ACTION PLAN            
For each prioritized root cause you must establish one or more actions in order to eliminate it.       
1. Make sure that the proposed actions will really impact the results by eliminating the root causes - elaborate at least one action to block and eliminate it.

2. Explain how you going to do this action. Write the steps to accomplish the action.  
3. Assign one accountable for each action. It must be only one person. 
4. Define the start date for each action, so you will be able to follow up the accomplishment of each action.  
5. Finally define the end date of each action. Remember that your target has a deadline. The action end date must be aligned with your target deadline.

Brand equity

Awareness - who are you
Meaning - what are you?         Performance (characteristics and features)      Imagery (personality and values)
Response - what about you?      Judgement (quality and credibility)             Feelings (excitement, fun, warm)
Relationship - what about you and me?   Loyalty - engagement - active participation

Keller

Consumer trends

1. Personal authenticity
I want to express myself and live authentically, not according to someone else’s rules

2. Product authenticity
Growing demand for authenticity & openness from consumer brands

3. Self-invention
Creating my own choices when what I am offered doesn’t suit me

4. Participation
Insistence and desire to “play-in”. Cravings for experimentation & experience

5. Save the planet & Wellbeing
The balance of this and versus the economic conditions

6. Age nullification
Refusing to let chronological age and stereotypes determine behaviour

7. Technology
Obvious but elevates our anticipation of speed for just about everything

8. Choice Chaos
Need editors and helpmates to organize and order multitude of choices facing us

Media and marketing trends 2008

1. Obama finally realising the 'long tail'... $2.9m raised on-line, 93%
donating less than $100

2. TV feeds and leads consumers - NBC TAMi (Total Audience Measurement index)
stack of all exposure over Olympics including Nielsen Media research, Omniture
Online uniques, Mobile (and WAP) TV VOD
http://paidcontent.org/images/uploads/tami_total_exposure.jpg TV still c 95% of
exposure...

3. TV networks starting to bit into Online content with Hulu (NBC Universal and
News Corp) / BBC Iplayer showing Youtube that content counts - quality, feature
length, professional, easy to navigate and not over run with crap...

4. Iphone - giving consumer what they now they always wanted, phone/ music/
internet and also opening door for Online advertising that can work through
strong engaging (fast) content vs ropey text based or unfamiliar WAP...

5. HuffPO - news and blogs - faster, better content, engaging - mixing the news
desk with facebook http://www.huffingtonpost.com/

6. Fox - new series with reduced 'clutter' less add time and ads - making ads
stick (but charging more)

7. Facebook - not creating a new media but leading how to use it - establish
the platform then release the tools so that others can develop (and spread) it
for you. Apple followed allowing outsiders to develop applications, Googles
Android phone was just a bit late...

8. Cinema growing - coverage and reach through strong network. Digital so lead
times reduced. More targeted and better evidence of results - ticket receipts...
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Briefing

- Vision: why
Why are we doing this? What is the background?
What do we want to achieve - awareness, consideration, choice or retention campaign?

- Objectives: how, what
How do want to change attitude and behaviour? What do we want the audience to think or feel or do as a result?
Customer/ Consumer/ Do we have any particular insights; attitudes, behaviours, needs, problems (Include customer reference/ Shopper in Off trade)

What is the single most important thing?

- Strategy: who, what, when
Who do we want to influence? Why should they believe?
What should we develop?

- Measure
How will success be measured?