presentation in amsterdam marketing and bid network
TRANSCRIPT
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Lessons that I have learned working with development organizations and as a marketing and strategy
consultant with corporations
Brazil Half-Full Half-Empty
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Analysis of the
situationInsights Marketing
StrategyDesign
Branding
Distribution Channels
Communication
Products
Marketing Intelligence
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Depending on the glasses that are using, you can better see reality
and/or see different things
• Within the water
• In the darkness
• Very far
• Very close, etc.
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Different glasses to see the reality
Development Economics of poverty
Business Marketing research
People Economics of happiness
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“60 million below the poverty line”
[in a recent article about Brazil]
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• 60 million
• 46 million
• 44 million
• 22 million
FGV
Hunger Zero (Federal Govermental Social Program)
Workers Party (Citizen Institute)
IPEA
For BRAZIL in 2005 = 183 million inhabitants
Some governmental research institutions and think-tanks, processing the income data of 2001 Census, came to the following figures for Brazilians living below the Poverty Line:
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Different glasses to see the reality
Development Economics of poverty
Business Marketing research
People Economics of happiness
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Appliances: market penetration per strata 2000
Source: ANEP/ABIPEME/IBOPE
Strata TOTALGoods A1 A2 B1 B2 C D E
Washing machine 96 95 91 85 66 32 4 58
Dryer (clothes) 58 40 28 16 7 2 9
Dish washer 68 44 26 8 1 5
Refrigerator 100 100 100 100 99 94 31 89
Freezer 87 75 53 40 18 5 19
Microwave oven 89 78 54 34 11 2 15
Vaccum cleaner 83 76 66 43 15 2 19
More than 4 radios 51 45 42 50 33 5
TV set 100 100 100 100 99 95 62 93
2 or more TV set 100 98 40 21 6 1 11
CD Player 96 92 81 63 32 9 1 30
VCR 100 98 94 87 47 4 37
Telephone 98 96 86 67 36 11 1 33
VCR camera 63 35 16 8 1 - - 4
PC 69 51 32 11 3 - - 7
Fax 44 22 12 4 1 - - 3
Marketing research firms
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The CDE share of national consumption(almost 80% households)
• 64% of food• 58% of personal care and household
products• 58% of appliances• 51% of vestuary and shoes• 50% of household construction reform• 43% of personal services• 64% of pharmaceuticals
In business no one is leader without being leader with CDE strata
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Evolution of spending per household stratum
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C+DE
A/ B
Jan
uary
´20
01
Marc
h 2
00
5
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Market penetration of utilities and housing (% of households) 1969 and 2001
29%
60%
48%
37%
97%
96%
95%
96%
Água
Esgoto
Luz
Casa de Alvenaria
1969 2001
WATER
SANITATION
ENERGY
BRICK HOUSES
Aplliances per household 1969 and 2001
95%
98%
79%
64%
58%
25%
0% 20% 40% 60% 80% 100%
TV
Geladeira
Som
REFRIGERATOR
TV SET
AUDIO
Patterns of Rio’s Favelas 21st CenturyPoverty: the failure to understand it and the need to re-interpret it correctly.
Pearlman’s research: the evolution of urbanization patterns in Rio’s favelas
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Market penetration of goods (% households) 2001
96%
98%
89%
79%
57%
48%
48%
22%
14%
0% 20% 40% 60% 80% 100%
Geladeira
Liquidif icador
Telefone (f ixo ou celular)
Videocassete
Carro
Pearlman’s research: the evolution of consumption patterns in Rio’s favelas
Patterns of Rio’s Favelas 21st CenturyPoverty: the failure to understand it and the need to re-interpret it correctly.
refrigerator
mixer
cell phone
tv set
vcr
audio stereo
carmicrowave
washing machine
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Cell phone market penetration per household strata
DEZ’04
52.7
34.1
18.1
A+BA+B
CC
D+ED+E
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Different glasses to see the reality
Development Economics of poverty
Business Marketing research
People Economics of happiness
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Wealth and poverty are a moving target...Source: David Meyers, The American Paradox
We couldn’t say that Americans were poorer by that time... For sure they were happier!
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Happy people tend to have:
• Strong supportive relationships (family, social and community)
• Sense of control over their life (the capacity to navigate the lifetime)
• Good health
• Fulfilling work (not necessarily a job)
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Redefining prosperity and development
and poverty, and social vulnerability and necessities, wellness, etc.
It is not only a matter of income and consumption...
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Different glasses to see the reality
Development Economics of poverty
Business Marketing research
People Economics of happiness
Remember
Very often the advancement of sciences occur with integrations of different body of knowledges, and
when contradictions are solved.
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• Rich/Affluents
• Middle class
• Poor
• Deprived
• 300 thousand households
• 2,5 million households
• 12,5 million households
90 million inhabitants 15 million households
Consumer
socie
ty
Out of
Consumer
Society
------------------------- Poverty line ------------------------------
Brasil of the 70s
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T h e N ew B razilian M id d le C lass
19 93 19 96 20 00 V a ria tio n
A 2 5 5 3
B 12 19 19 7
C 26 31 34 8
D 42 33 34 -6
E 18 12 8 -1 0
F orm er M idd le C lass
T heN ewM idd le C lass
E m ergen t M idd le C lass
B razil 2004 182 m illion inhab itan ts47 ,5 m illion househo ld
% of household per stratum
Household stratification by consumption
183
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Major Forces of the transformations post 70’s
• Acceleration of the urbanization process • Acceleration of the industrialization process• The Civic Revolution since the end of military rule
(1980): ongoing improvement of democratic institutions and civil society participation
• Economic estabilization• Rapidly increase of social mobility• Globalization
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ACCELERATION OF URBANIZATION PROCESS
224 cities with more than 100 thousand
inhabitants
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Market and demographic researches testify great changes in household patterns
• Family average number of members has decresased dramatically
• Improvement of the women social and economic condition
• Two breadwinners instead of one...
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6,2 6,2 6,3
5,8
4,4
2,9
2,3
0
1
2
3
4
5
6
7
1940 1950 1960 1970 1980 1991 2000
Fil
ho
s/m
ulh
er
Maternity: a woman’s choice instead of a curse
Fecundity: Average number of children per woman
Source Brazilian Census Bureau
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3,3
3,94,3
0
1
2
3
4
5
1981 1990 2001
Nú
mer
o d
e P
esso
as
Less people under the same roof
Average number of people per household
Source Brazilian Census Bureau
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3,7 3,6 3,6 3,6 3,5 3,5 3,4 3,3
1,7 1,8 1,7 1,7 1,6 1,6 1,6 1,5
1992 1993 1995 1996 1997 1998 1999 2001
Pessoas Filhos
The 3rd children becomes almost an “endangered specie”
Average number of people per household
Source Brazilian Census Bureau
Average number of children per couple
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16,9
18,2
20,1
22,9
26
27,3
10
15
20
25
30
1981 1985 1989 1995 1999 2001
Fonte: PNAD 1981,1990 e 2001 IBGE
Proportion of household which are headed by a woman
Source Brazilian Census Bureau
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Design
Branding
Distribution Channels
Communication
Products
Avoiding the traps represented by clichês and misconceptions:
Income, Consumption, Informality, Poverty, and Wealth:
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Keeping away for the traps represented by clichês and misconceptions:
Income, Consumption, Informality, Poverty, and Wealth: . Income indicators: handle them carefully.. Consumption indicators: use them as starting point for
lifestyle segmentation.. Informality: never underestimate this challenge for
emergent markets. Bear in mind the exuberant mass market formation and
fragmentation process . Never forget that Poverty and Wealth are like moving
targets!
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STRIVE TO UNDERSTAND PEOPLE’S DESIRES NOT ONLY (what you think that are their) NEEDS
THINK OBSESSIVELY ABOUT LIFESTYLES!
Mass market formation and at same time mass market fragmentation...
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Thank you!