bitemark berhgs 110930
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David LillewargHead of Planning
Britny [email protected]
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BITEMARKSfredag den 30 september 2011
TRENDSINSIGHTSCASES
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2010.05.03 EGN | © Copyright Projector
TRENDERNågra ord om
TRENDS
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2010.05.03 EGN | © Copyright Projector
TRENDERNågra ord om
Trend: a stable, long termed change in society regarding economy, demography, values, interests or consumer patterns.
source: Nationalencyclopedin
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HARD TO RECOGNIZEHARDER TO TRACK
Gigatrends
Megatrends
Macrotrends
Microtrends
5 years 10 years 20 years 50 years
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GREAT INSIGHTS COMES FROM ALL OVER THE PLACE
CONSUMER INSIGHT
CULTURALINSIGHT
FUTUREINSIGHT
PRODUCTINSIGHT
BRANDINGINSIGHT
MARKETINSIGHT
BEHAVIORINSIGHT
USERINSIGHT
OWNERINSIGHT
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CATEGORY & BUSINESS INSIGHTS
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CONSUMER BEHAVIOR & PATTERN RECOGNITION
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ANTHROPOLOGY
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PSYCHOLOGY
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BEHAVIORAL ECONOMY
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PHILOSOPHY
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POP CULTURE
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TRENDS
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PEOPLE
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TECH STUFF
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DAILY OBSERVATIONS AND CURIOSITY
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VERKTYGVärdefulla
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BRANDBUTLERS
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R.A.K
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MAPPINESS
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MAPPINESS
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MAPPINESS
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MAPPINESS
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CONSUMERISM
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CONSUMERISMTrender
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Problem:
Bollens kindergarten in Solna (suburb outside of Stockholm) had this problem: before homegames of AIK (local soccer team) happy fans gathered around the yard at the kindergarten. They had beers, smoked and occasionally peed in the bushes.
Needless to say, neither the kids nor the personel enjoyed very much the following day.
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Goal:
Get the fans of AIK to stop and change their behavior.
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Insight/Planning:
Question: what is the absolute worst thing for an AIK fan?
A fan from Djurgården.
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One of the planner’s best friends: D R A K *
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One of the planner’s best friends: D R A K *
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One of the planner’s best friends: D R A K
DIFFERENTIATIONRELEVANCEATTITUDEKNOWLEDGE
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*
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This is your task:
YOU ONLYGOT 5
MINUTES
REALLY SHORT PRESENTATION
DIVIDE INTOGROUPS
USE DRAK-MODEL& CREATE YOUR
STRATEGIC RECOMMENDATION
CHOOSE 1 OF 7 BRANDS
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Remember me?D R A K
DIFFERENTIATIONRELEVANCEATTITUDEKNOWLEDGE
*
*
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This is your brands:
PEPSI H&MAPPLE SAAB7-11
Wants to reach new,older target groups.
Wants to sell morefast food.
Wants to reach afemale audience.
Wants to @ind anew way to
challenge Coke.
Wants a moreenvironmentalapproach.
GREENPEACE
Need new waysof fund raising.
SD
Wants help tobecome
house-‐trained.
fredag den 30 september 2011