Antropologia + marketing = couture ?

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<ul><li><p>Boa tarde a todos! A palmeira apenas porque bom, bom era estarmos na praia!</p></li><li><p>Porque no venho falar de tendncias, nem de crise?</p></li><li><p> O poder de escolha individual nunca foi to forte do que agora, mas ao </p><p>mesmo tempo vivemos uma contradio cultura da proibio.</p></li><li><p> As pessoas nunca estiverem to </p><p>preocupadas comhealthy eating. Por outro lado, a Mcdonalds nunca </p><p>vendeu tantos hamburgers. </p></li><li><p> Mais do que nunca as pessoas procuram gua pura,</p><p> mas ao mesmo tempo as bebidas energticas</p><p> carregadas de qumicos e cafena, so um sucesso.</p></li><li><p>Uma ideia</p></li><li><p> A mudana de paradigmaDeixar de olhar para consumidores...mas olhar para pessoas. Proibimos a palavra consumidores.</p></li><li><p>Passar a olhar para as pessoas, com ambies, vontades, necessidades, problemas, contradies!</p></li><li><p>A couture um estdio de anlise de comportamento e inovao, que </p><p>privilegia a etnografia e o entendimento cultural.</p></li><li><p>Lisboa</p><p>So Paulo</p></li><li><p>cWe put people at the centre of everything </p><p>we do. </p><p>cnoah stephens, flickr</p><p>We believe people unlock the knowledge </p><p>and inspiration necessary to make </p><p>business work. </p></li><li><p>cc noa</p><p>h ste</p><p>phen</p><p>s, flic</p><p>kr</p><p>Besides asking people questions we also spend time with them. In this manner we get to know people better and dive deeper into knowledge that is not visible from the tip of the iceberg. </p></li><li><p>cc noa</p><p>h ste</p><p>phen</p><p>s, flic</p><p>kr</p><p>Our work can start form one of two standpoints: </p><p>Problem solving scenarioThe client has a specific problem with his/her product or service. We start by understanding the costumers and their environment through ethnography. Then we revisit the marketing mix of the product and/or service, changing what is necessary so that it fits in well with the existing context and culture.</p><p>Problem finding scenarioThe client wants to achive innovation in a new or little known business area. We start by identifying the main stakeholders, themes and problems in this unit through ethnographic fieldwork. By unpacking the main issue at stake we can provide solutions and design appropriate products or services.</p><p>We also always share with our clients inspirational behaviors and micro-trends that that are relevant to their business.</p></li><li><p>cc</p><p>client:</p><p>Global ethnographic research on the future of media and</p><p>entertainment amongst youngsters.</p><p>New business models for Fox Channels Europe. </p><p>New perspectives on entertainment and media trends. </p><p>10 cities around the world: EU, US, Brazil &amp; China.</p><p>More than the innovative research methodologies, </p><p>I liked the way Couture achieve disruption</p><p>Jesus Perezagua, President of Fox International Cha</p><p>nnel Europe</p></li><li><p>cc</p><p>client:</p><p>A national ethnographic research and business anthropology project in Portugal takings place across Lisbon, Porto and Algarve. Understanding the portuguese atitude towards and relation to, crisp consumption.New bi-annual strategy definition, new product launch. </p><p>Ao fim de 20 anos de experincia em Marketing, a Couture conseguiu surpreender-me positivamente pela sua abordagem integrada, adicionando uma perspectiva antropolgica e criativa no s ao mtodo como interpretao do resultado final. Uma grande ajuda para entender bem o consumidor - a pessoa no apenas o objecto de marketing. Um excelente contributo para o futuro do negcio.Obrigada Couture! Contamos convosco!Isabel Salgado, Marketing Manager Pepsico</p></li><li><p> Consumption + Human</p><p>=</p><p>Consumanism </p><p>(The Future Laboratory)</p><p>O aparecimento de uma nova era:</p></li><li><p>Obrigado!</p><p>Diogo@wearecouture.com00351 969847677</p></li></ul>