millainen on saksalainen kuluttaja ja miten hÄnet...
TRANSCRIPT
DEUTSCHE VERBRAUCHERPROFILE
Kuka on asiakkaasi?
Miten tavoittaa eri asiakassegmentit?
INTRO-Workshop Helsinki | 27.09.2017 | 2
DEUTSCHLAND
Landkreis Göppingen
INTRO-Workshop Helsinki | 27.09.2017 | 3
BADEN-WÜRTTEMBERG Landkreis Göppingen
ZUKUNFTSSICHERUNG MIT STRATEGIE
ALBERSHAUSEN Eröffnung 2010 INTRO-Workshop Helsinki | 27.09.2017 | 6
DIE ZAHLEN
LIIKEVAIHTO 65 MIO
TYÖNTEKIJÖITÄ 430
KOULUTUKSESSA 36
JÄSENIÄ 2650
MYYNTIPINTA-ALA 12098
OMA PÄÄOMA 63 %
INTRO-Workshop Helsinki | 27.09.2017 | 8
KONSUMAUSGABEN PRIVATER HAUSHALTE NACH LÄNDERN
INTRO-Workshop Helsinki | 27.09.2017 | 9
Elintarvikkeiden ja alkoholittomien juomien osuus (2011) kokonaiskulutuksesta prosentteina
Yksityistalouksien kulutuksen rakenne 2015
https://www.destatis.de/DE/Publikationen/Thematisch/EinkommenKonsumLebensbedingungen/EinkommenVerbrauch/EinnahmenAusgabenprivaterHaushalte2150100157004.pdf?__blob=publicationFile
INTRO-Workshop Helsinki | 27.09.2017 | 10
Asuminen, energia,
asuntojen
kunnossapito
Elintarvikkeet, juomat,
savukkeet
liikenne
Vapaa-aika,
viihde, kulttuuri
Vaatteet,
kengät
muu
1 Sisustus, kotitalouslaitteet, ruokailu- ja
majoituspalvelut, tietoliikenne, koulutus
Osuus %
SINUS-MILIEUS
S:\Knowledge\INFOMATERIAL\1 Sinus‐Milieus Deutschland\Info‐Broschüre\2015‐01‐15_Information on Sinus‐Milieus_English version.docx
INTRO-Workshop Helsinki | 27.09.2017 | 11
SINUS-MILIEUS
INTRO-Workshop Helsinki | 27.09.2017 | 12
S:\Knowledge\INFOMATERIAL\1 Sinus‐Milieus Deutschland\Info‐Broschüre\2015‐01‐15_Information on Sinus‐Milieus_English version.docx
BRIEF PROFILE OF SINUS-MILIEUS IN GERMANY
Middle classes
New Middle Class milieu 14% The modern mainstream with the will to achieve and adapt: general proponents of the social order; striving to become established at a professional and social level, seeking to lead a secure and harmonious existence
Adaptive Pragmatist milieu 9% The ambitious young core of society with a markedly pragmatic outlook on life and sense of expedience: success oriented and prepared to compromise, hedonistic and conventional, flexible and security oriented
Socio‐ecological milieu 7% Idealistic, discerning consumers with normative notions of the ‘right’ way to live: pronounced ecological and social conscience; globalisation sceptics, standard bearers of political correctness and diversity
Lower‐middle / lower classes
Traditional milieu 14% The security and order‐loving wartime/post‐war generation: rooted in the old world of the petty bourgeoisie or that of the traditional blue‐collar culture
Precarious milieu 9% The lower class in search of orientation and social inclusion, with strong anxieties about the future and a sense of resentment: keeping up with the consumer standards of the broad middle classes in an attempt to compensate for social disadvantages; scant prospects of social advancement, a fundamentally delegative / reactive attitude to life, and withdrawal into own social environment
Escapist milieu 15% The fun and experience‐oriented modern lower class/lowermiddle class: living in the here and now, shunning convention and the behavioural expectations of an achievement‐oriented society
INTRO-Workshop Helsinki | 27.09.2017 | 13
S:\Knowledge\INFOMATERIAL\1 Sinus‐Milieus Deutschland\Info‐Broschüre\2015‐01‐15_Information on Sinus‐Milieus_English version.docx
BRIEF PROFILE OF SINUS-MILIEUS IN GERMANY
Upper classes
Established Conservative milieu 10% The classical Establishment: responsibility and success ethic; aspirations of exclusivity and leadership versus tendency towards withdrawal and seclusion
Liberal Intellectual milieu 7%
The fundamentally liberal, enlightened educational elite with post‐material roots; desire for self‐determination; an array of intellectual interests
High Achiever milieu 7% Multi‐optional, efficiency‐oriented top performers with a global economic mindset and a claim to avantgarde style; high level of IT and multi‐media expertise
Movers and Shakers milieu 7% The unconventional creative avant‐garde: hyper‐individualistic, mentally and geographically mobile, digitally networked, and always on the lookout for new challenges and change
INTRO-Workshop Helsinki | 27.09.2017 | 14
S:\Knowledge\INFOMATERIAL\1 Sinus‐Milieus Deutschland\Info‐Broschüre\2015‐01‐15_Information on Sinus‐Milieus_English version.docx
SINUS-MILIEUS
INTRO-Workshop Helsinki | 27.09.2017 | 15 https://www.sinus-institut.de/fileadmin/user_data/sinus-institut/Bilder/sinus-mileus-2015/2015-09-23_Sinus-Beitrag_b4p2015_slide.pdf
Johtoajatus: „pienet erot sen tekevät“
eli tietoisuus siitä, että tätä eivät kaikki pysty ostamaan
ja hyvä olo, kun pystyy näyttämään muille mitä pystyy
ostamaan
SINUS-MILIEUS
INTRO-Workshop Helsinki | 27.09.2017 | 16 https://www.sinus-institut.de/fileadmin/user_data/sinus-institut/Bilder/sinus-mileus-2015/2015-09-23_Sinus-Beitrag_b4p2015_slide.pdf
Johtoajatus: „ matkan laatu, ei päämäärä“
eli tietoisuus siitä, mikä on laadukasta ja hyvää
SINUS-MILIEUS
INTRO-Workshop Helsinki | 27.09.2017 | 17 https://www.sinus-institut.de/fileadmin/user_data/sinus-institut/Bilder/sinus-mileus-2015/2015-09-23_Sinus-Beitrag_b4p2015_slide.pdf
Johtoajatus: „Intohimoista suoritusta ja
tehokkuutta“
SINUS-MILIEUS
INTRO-Workshop Helsinki | 27.09.2017 | 18 https://www.sinus-institut.de/fileadmin/user_data/sinus-institut/Bilder/sinus-mileus-2015/2015-09-23_Sinus-Beitrag_b4p2015_slide.pdf
Johtoajatus: „tässä ja nyt“ eli spontaani ja kokeilunhaluinen ostaja
( Tämä ryhmä on Matthias Füchtnerin mielestä paras kohderyhmä suomalaisille
tuotteille)