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DFCB MEXICO CONSUMER IMMERSION IN THE CRISIS ENVIRONMENT: NEVERTHELESS, IT MOVES . FEBRUARY 2009

OUR POSTURE 

 We started the immersion with this thought: the consumers are active every day; they move onand get over personal and financial crisis using their own resources. So we asked ourselves, whattriggers this action? And more important, what can this action teach us? . Our immersion getsinside them, detects their capabilities and beyond the fact of providing a marketing prescription,

 we offer lessons that help us modify our attitudes as business leaders.

WHAT WE DID

Twelve experiential workshops with consumers: who are responsible of family Budget, are from Cand D SEL, in urban areas of Mexico City. More than workshops they were also group therapies.

 We implemented YOU TUBE video cabins where more than 800 consumers in 6 days, recordedtheir testimony about the subject.

WHAT CAN STOP THE MOVEMENT People are suffering: they are frustrated, they are doubtful and lost. They have to overcome

 barriers and obstacles every day. Are we thinking and acting on what role could our brands play in this suffering? We submerged ourselves in the dark waters of this bitterness and foundsubjects that cover people’s lives with grey. Ambivalence, contradictory reactions because: “it isnot my fault and now I have to respond”. Doubt, they live doubting. If leaders do not what to doknow, who does?. There is significant lack of benchmark and references. How can we solve this,and give some definition/ guidance to this reality?. Loneliness, people feel lonely in relation tous, and not because they need care, it’s because they feel brands keep doing the same as always,presenting discounts and 12 months payments, without acknowledging what is motivating anddefining consumption today. We give away flowers and they want chocolates. Are we stillthinking… roses?

 NEVERTHELESS, IT MOVES  What consumers do with all this doubt, limitation, frustration and change? We discovered their

internal system to keep moving. They have a decision making system that help them use theirresources as valves in a navigation system. We saw that they can take a perspective, see thesituation from a distance for certain moments. Can we do the same? They can decide what issuperfluous and get it out of the picture. And careful, what we think is superfluous, not always is.They can explore alternatives; scarcity generates trends. Are we checking into new emergingtrends? They can be Flexible and acknowledge that this crisis is like a very bad disease, but it isnot a chronic one, and ask themselves: how am I going to be when this passes?

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 LAWS OF CONSUMERS MOVEMENT 

Law # 2Consumers will move, alone or with company

Law # 3Consumers know that not everything that goes down, is able to rise again

Law # 4Consumers need a light inside the tunnel instead of light at the end of the tunnel

Law # 5Consumers use their intuition as a tool based on expertise and personal wisdom

Law # 1When facing empty spaces, consumers will design and build their own reality