Hear from Europanel on the state of consumer behaviour for a better understanding of market movements and the implications.
Hear from Europanel on the state of consumer behaviour in Brazil and Mexico for a better understanding of market movements and the implications. What can we learn and what has happened so far in LATAM?
Hear from Europanel on the state of consumer behaviour in China and India for a better understanding of market movements and the implications.
This paper will shed some light on what is really driving brand growth and inspiring manufactures and retailers towards profitable business.? We identify the drivers of brand growth globally, regionally and locally.? By combing a holistic and deep market understanding from the consumer with category and country-specific perspectives, the marketing mix winning strategies will be derived.? For example: brand size, local versus global, innovator, high/low price, owner, quality, value, trust, advertising, online prominence, category type, private label size, risk, trade and brand concentration, frequency, country culture, buyer types and attitudes all need to be considered by a successful marketer. But which ones are the most important and what should the marketer do?
This paper describes a research project born of a business need at Procter & Gamble. Management had the vision that adoption of our new innovations could be accelerated if we could identify those consumers with the highest likelihood of being Early Adopters. We would ask them to try initiatives long before market introduction and reap the benefits of their feedback; find what social norms reinforce or suppress product acceptance and how to optimize communication benefits. The biggest reward will be turning many of the Early Adopters into credible advocates for our innovations and thereby creating a tipping point and virtuous cycle. Identification of the Early Adopters, therefore, became a top priority for P&G's Consumer & Market (CMK) Department and Europanel, partner agency in the project. The paper discusses the powerful learnings generated from this research and how these have become enablers for P&G to apply diffusionistic marketing ideas at all phases of an initiative - before launch, at launch and on an on-going basis - to help commercialize innovation faster, cheaper and more effectively.