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Riding the Wave”Spotting and forecasting consumer trends for profit”
A GyaanNiketan PresentationAdapted from
The Next Big Thing by William Highman Publisher Kogan Page
EMERGING TOPIC
Riding the Wave “Spotting and forecasting consumer trends for profit”
TRENDS TREND MARKETING
VALUE
BEGINNING
UNDERSTANDING
IDENTIFICATION
INTERPRETATION
IMPLEMENTATION
EMERGING TOPIC
Riding the Wave “Spotting and forecasting consumer trends for profit”
TRENDS
THE VALUE OF TRENDS BEGINNING WITH TRENDS UNDERSTANDING TRENDS
Importance Relevance
Impact Benefits
3I’s Preparation
Insights (Inhouse –
Outsourcing)
How Trends start Trend
Typologies Where trends
occur Trends versus fads
EMERGING TOPIC
Riding the Wave “Spotting and forecasting consumer trends for profit”
TREND MARKETING
IDENTIFICATION INTERPRETATION IMPLEMENTATION
What to look for? Statistical Data
Observational Data
Media Monitoring
How trend spreads
Active / Passive Trend drivers
Predicting Trends
Convincing the Company
Determining the Strategy
What’s in it for me?
Theory into practice
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Riding the Wave The value of trends
Importance
Relevance
Impact
Benefit
Meaning of Consumers
Meaning of Change
Meaning of Trends
Consumers Trends
Trends Today
Accelerated Change
Boundary Blurring
Consumer is King
Globalization
Opportunity Threat Missing Catching
Marketing Purchase Drivers
Communication
Distribution
New Markets
New Products
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Riding the Wave Beginning with trends
The 3I’s
Preparation
Inhouse Insights
Outsourcing Insights
What Trend Marketing IS
What Trend Marketing is
Not
The Trend Marketing
Process
Focus on the Future
Avoid Bias Keep an open mind
Be Systematic
Innovate
Trend Sourcing
Trend Scouts
Trend Consultants
Trend Integration
Trend Team
Trend Department
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Riding the Wave Understanding Trends
How Trend Starts
Trend Typologies
When trends occur
Trends vs Fads
Trend Initiators
Initiator Typologies
Typology traits
Behavioural vs Attitudinal
Micro vs Macro
International vs National
Conflicting trends
Avoidance Creation identification
Sectors Segments
Utilization
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Riding the Wave Trend Marketing Identification
What to look for?
Statistical data
Observation data
Media Monitoring
What to study
Who to study
When to study
How to study?
Finding data
Future data Primary data
Secondary Data
Testing data
How to monitor?
What to monitor?
Boardroom Living room
The Street Internet
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Riding the Wave Trend Marketing Interpretation
How trends spread?
Active Drivers
Passive Trend Drivers
Predicting trends
Where trends
spread?
Who trends
spread to?
How trends spread
Assistance Attributes
Need Attributes
Trend Prediction
Trend Mapping
Passive drivers
Constants Cycles Calculabes Chaotics
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Riding the Wave Trend Marketing Implementation
Convincing the company
Determining the strategy
What’s in it for Me?
Theory into Practice
Presentation Needs
Presentation Drivers
Presentation Typologies
Presentation Tips
Implication Determination
Communal Determination
Formal Determination
Implementation Process
Responding to Trends
The Next Steps
Picking Your
Purpose
Picking parameters
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Can you Predict success ?
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Trends
Importance
Relevance
Impact
Benefits
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Consumers Change Trends Consumer Trends
The importance of trends
Trends today;
Accelerated change;
Boundary blurring ;
Consumer is king ; Globalism
The relevance of trends
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Marketing impact; Impact of
trends
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Trend as opportunity;
Trend as threat; Missing trends;
Catching trends
Benefit of
trends
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3I’s
Preparation
InHous
e Insights
Outsourcing Insights
Beginning with trends
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A GYAANNIKETAN PRESENTATION
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