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© Copyright Gf. K NOP 2006.  Proprietary and Confidential. Gf. K Group Gf. K Roper© Copyright Gf. K NOP 2006. Proprietary and Confidential. Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 The Global Leisure Trend © Copyright Gf. K NOP 2006. Proprietary and Confidential

© Copyright Gf. K NOP 2006.  Proprietary and Confidential. Gf. K Group Gf. K Roper© Copyright Gf. K NOP 2006. Proprietary and Confidential. Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 1 What are Trends and how/why do we measure them? 2 The 3 rd Age of Globalisation 3 Global Leisure Trends 4 Trends in CEE and Czech Republic 5 Looking to the Future? 6 Changing Lives – Some WE Examples

© Copyright Gf. K NOP 2006.  Proprietary and Confidential. Gf. K Group Gf. K Roper© Copyright Gf. K NOP 2006. Proprietary and Confidential. Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 What are Trends? How & why do we measure them? 1 © Copyright Gf. K NOP 2006. Proprietary and Confidential

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 4 ThereGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 4 There is a difference between a trend a fad A fad is short-term, often unpredictable and difficult for marketers to latch onto unless they are in at the beginning: Diets (Atkins, GI) Latest bestseller, hot band, hit movie Fashion trends – skirt lengths, this season’s colours, etc A trend is a genuine, longer-term shift in behaviour patterns, attitudes or underlying values that can be used as the basis for product development and marketing communication: The rise of the individual Cynical consumers relying more on word of mouth At Gf. K we are concerned with trends not fads

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 5 IntroducingGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 5 Introducing Roper Reports Worldwide: The only truly global consumer lifestyle trends study 25 representative countries across 5 continents per wave (30 prior to 2006) 30, 000+ respondents per wave Consumers 13+ years of age 1, 000 — 1500 in-home, face-to-face, 1 -hour interviews per country Representative sampling, projectable to 1 billion consumers covering a majority of global consumer expenditure. 9 waves since 1997 with over 275, 000 respondents in database Consumer Mood Personal Values Leisure & Lifestyles Social Trends Global brands Influence Food, Eating & Health Finance Media Automotive Technology Demographics

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 6 UnderstandingGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 6 Understanding Trends is a foundation for offering the right products and services Market Segmentation and Identification of Market Opportunities — Strategic U & A Pricing. Brand Positioning Concept Screening And Evaluation. Concept Generation/ Building Pre Test of Advertising. Market Test (Sales Forecast) Marketing Mix-Optim. Product Engineering Packaging. Consumer Trends Insights Measurement Performance

© Copyright Gf. K NOP 2006.  Proprietary and Confidential. Gf. K Group Gf. K Roper© Copyright Gf. K NOP 2006. Proprietary and Confidential. Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 The 3 rd Age of Globalisation 2 © Copyright Gf. K NOP 2006. Proprietary and Confidential

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 8 GlobalizationGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 8 Globalization Has Had Three Stages Western Monologue Stage One: Go Global Stage Two: Think Global, Act Local Stage Three: Individual consumers “ Translated” Western Monologue Evolving Dialogue. Starting point: 1980 s In this era, the philosophy of global businesses was: Get your products in front of the world’s consumers and they will buy them Starting point: 2000 s In this era, the philosophy of global businesses should be: Beware of stronger local competition AND watch for them coming to play in your backyard!Starting point: 1990 s In this era, the philosophy of global businesses was: Adapt your products to local markets and they will buy them

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 9 WhatGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 9 What does this mean for Europe? MAP SOURCE: BBC Online Rising mobility around Europe: Physical mobility as workers migrate in search of (better-paid) jobs Cultural mobility (or openness to new ideas and habits) CEE as tourist venues Clearly this means that some citizens of CEE countries will look to WE countries for ideas on new lifestyles and products BUT: This will begin to be a 2 -way process

© Copyright Gf. K NOP 2006.  Proprietary and Confidential. Gf. K Group Gf. K Roper© Copyright Gf. K NOP 2006. Proprietary and Confidential. Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 Global Leisure Trends 3 © Copyright Gf. K NOP 2006. Proprietary and Confidential

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 11 GlobalGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 11 Global Values Map: Four quadrants Fun People Tradition. Power Leisure. Pleasure Enjoying life

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 12 UpGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 12 Up 10+ points Up 6 -9 points Up by 5 points or less Stable or Down. Global Convergence in Values Valuing Leisure Up Almost Everywhere % who say value is extremely important/very important Total Global 27%, + 3 points since 1999 Leisure: Putting emphasis on free time Trend: 13 -65 year-olds

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 13 19.Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 13 19. 7 22. 6 23. 4 13. 3 15. 4 15. 5 10. 4 11. 3 10. 9 2004 2005 2006 W ith spouse or significant other W ith kids or grandkids Alone/ by yourself. Global Media, Technology & Leisure Trends Spending Time with Significant Other on the Rise Mean hours per week spend at various activities *trend based on 13 -65 year olds

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 14 22.Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 14 22. 7 16. 9 16. 1 15. 5 11. 8 7. 9 7. 2 5. 8 6. 4 5. 9 4 3. 1 3. 6 4 2003 2004 2005 2006 W atching television Listening to the radio Reading On the Internet or computer for non- work related purposes. Global Media, Technology & Leisure Trends Watching Television on Decline Mean hours per week spent at various activities *trend based on 13 -65 year olds PICTURE SOURCE: www. americanroyalarts. com

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 15 GlobalGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 15 Global Media, Technology & Leisure Trends Blurring the Lines — Home is Where You Are Consumers use technology everywhere And most technology is portable It’s not necessarily about one device for all things… … But being able to do the things I want in multiple places, across devices Playing Games Listening to Music Watching TVHome Console Portable Gaming System Cell Phone PC In The Car Online Cell Phone By Satellite. Home Stereo TV Portable Device In The Car Home TV Cell Phone Online In The Car Portable TVVideo i. Pod/PSP

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 16 GlobalGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 16 Global Media, Technology & Leisure Trends Blurring the Lines for Music From fixed (home) 22% say music is the most entertaining (ranks 2 nd in a list of 27)* 12. 7 hours per week listening to radio 41% are interested in Music (ranks 1 st of 35)*Why? 27% listen to music over the Internet (of Internet users) 12% listen to music on their cell phone (of cell phone users)41% own a stereo* 24% have a car audio system 16% have a digital portable music player 30% have a portable music player To Fluid (on the go) *RRW

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 17 GlobalGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 17 Global Media, Technology & Leisure Trends TV = Convergence in the Home? 5% have HDTV* 53% have Cable 16% have Satellite TV 9% connected to a home theater or stereo system*40% have a DVD Player/Recorder 52% have a VCR* 1% have DVR* 3% connect to a PC 2% connect to the Internet* 24% have a video game console 16% have a video camera 8% have a digital video camera 19% have a digital still camera *From RRW

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 18 11Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 18 11 20 28 32 35 36 40 19 30 48 55 65 72 74 78 72 79 85 85 88 84 84 1997 1999 2000 2001 2002 2003 2004 2005 Use Internet HH owns Cell Phone HH Has Telephone Service. Penetration of Cell Phones and Internet More than Double in 6 Years SOURCE: RRW

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 19 GlobalGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 19 Global Media, Technology & Leisure Trends Majority Now Use Broadband!31 36 60 72 63 40 51 26 46 76 20012002200320042005 Broadband Dial-up Broadband has exceeded narrowband Broadband = DSL/ISDN, T 1, LAN, Cable or Satellite modem in 2003 -2004, (2001 -2002 does not include T 1 or LAN) Base: used Internet at home in past 30 days *2005, based on consumers 13 -65 only% of home Internet users who use… BB users spend almost 2 hours more (10. 2 vs. 8. 4) using the Internet/PC each week (non-work related) …. BUT SPEND LESS TIME with traditional media And, as a result, do more and spend more time on the Internet 18. 6 13. 5 8. 1 15. 1 11. 2 7. 9 13. 9 10. 4 7. 4 Watching TVListening to Radio. Reading Non-User Narrowband Broadband

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 20 However,Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 20 However, the predominant attitude to technology is pragmatic rather than excited 21 27 27 29 29 30 2842 42 43 41 41 38 42 23 20 19 19 18 18 20 4 5 4 4 4 1999 2000 2001 2002 2003 2004 2005 Tech excited Tech pragmatic Tech uncertain Tech fearful SOURCE: RRW

© Copyright Gf. K NOP 2006.  Proprietary and Confidential. Gf. K Group Gf. K Roper© Copyright Gf. K NOP 2006. Proprietary and Confidential. Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 How does CEE (& Czech Republic) compare? 4 © Copyright Gf. K NOP 2006. Proprietary and Confidential

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 22 France.Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 22 France. Valuescope: Countries and Personal Values Russia Poland. Hungary. Czech Republic U. K. Sweden Spain Italy. Germany China Korea Taiwan Japan Hong Kong Australia Venezuela Mexico Brazil. Argentina Canada USAFun. Fun People Tradition Power Turkey Saudi Arabia Egypt. Thailand Philippines Indonesia India South Africa Different markets have their values centred around different characteristics Barock, Prague,

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 23 HowGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 23 How To Read Value. Scans 100 = expected penetration. Japan — 2005 Keep in mind which values are represented in which quadrants (values don’t appear on actual scans). Color spectrum goes from low/cool (blue) to average/neutral (white) to high/hot (red). If values were equally distributed among all respondents, the entire chart would be white. General interpretation of this example: Japanese consumers focus more on social and creative values, with a notable fun leaning.

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 24 Valuescope:Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 24 Valuescope: Values around Central & Eastern Europe Fun Power Tradition People Fun Power Tradition People. Czech Rep Hungary Poland Russia. Turkey

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 25 ItGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 25 It is clear that Czechs are placing more and more value on Fun 1999 2002 2005 Zanzi. Bar, Prague,

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 26 AustraliaGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 26 Australia USA Egypt India Canada U. K. Mexico Sweden Brazil Saudi Arabia Indonesia South Africa Thailand Venezuela Argentina Poland Spain Philippines Hungary France Turkey Italy China Czech Republic Germ any Russia Taiwan Korea Japan Hong Kong. Happiness Is Not the Same All Over Disappointed/unhappy Satisfied. Very happy Source; RRW

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 27 FreeGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 27 Free Time/Leisure Time is a key part of the good life for Czechs (and Hungarians) Global W estern Europe Czech Republic Hungary Poland Russia Good health 84 86 89 87 85 83 Financial security 64 70 69 89 78 69 A home you own 60 51 71 78 53 56 A happy marriage 55 57 63 67 62 57 Children 48 52 60 64 50 53 Control over one’s life 47 47 54 53 40 45 A job that is interesting 46 48 57 28 55 53 Free time/leisure time 37 42 45 41 28 28 Travel for leisure 37 44 35 32 32 26 Spiritual enrichment 36 12 15 33 15 24 A yard and lawn/a nice garden 22 22 21 17 14 11 A college education 22 12 14 12 24 21 A luxury car or second car 19 14 13 8 19 17 Really nice clothes/accessories/jewelry 19 17 15 12 12 17 Having the latest electronics 19 10 16 10 9 24 When you think of the good life — the life you’d like to have, which of these things are part of that good life as far as you personally are concerned? Source; RRW

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 28 CentralGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 28 Central & Eastern Europeans work average hours 40 52. 251. 950. 9 4442. 942. 842. 542. 441. 240. 640. 44039. 939. 438. 336. 636. 235. 634. 434. 233. 7 Global Korea Thailand Taiwan China India Argentina Mexico Indonesia Turkey Russia Japan Brazil Germ any Czech Republic Poland Egypt Italy Spain USA Canada France South Africa U. K. Australia Sweden Mean number of hours per week spend working on a paid job (based on those who are employed) Source; RRW

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 29 BeerGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 29 Beer and wine consumption higher in CEE countries than globally and rising. 39 55 40 47 3840 55 45 57 52 22 37 36 22 2727 52 37 23 51 Total Global Czech Republic Hungary Poland Russia. Beer (1999) Beer (2005) W ine (1999) W ine (2005) % Consumed alcohol type in the past week Source; RRW 99, RRW

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 30 Czechs,Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 30 Czechs, Russians enjoy socialising with friends Hours per week spent socialising with friends 8. 0 6. 8 4. 7 7. 1 3. 8 4. 3 8. 2 Global W E CE Czech Republic Hungary Poland Russia

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 3184 777574737271707069686766666564636261606059595755545451Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 3184 777574737271707069686766666564636261606059595755545451 45 34 Venezuela Brazil Saudi Arabia Argentina Hungary Egypt Australia Russia Mexico Sweden China Czech Republic USA Italy Turkey India Taiwan Canada South Africa Thailand U. K. France Hong Kong Indonesia Spain Korea Germany Poland Japan Philippines. Fusion in Tastes Most Enjoy Experimenting with New Foods – including CEE Global Average: 64%, +13 points since 1997% who enjoy experimenting with new foods

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 32 45Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 32 45 40 46 43 46 4549 42 49 52 48 53 North America Latin America Western Europe Central Europe Developed Asia Developing Asia 2003 2005 Hedonism on the Rise Developing Asia & Central Europe Lead Rise in Less Willingness to Give up Taste for Fewer Calories % not willing to give up taste for fewer calories +8 +2+9+3 +2+4 Russia +

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 33 EuropeansGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 33 Europeans Least Excited About Technology and Central/Eastern Europeans in Particular 0 10 20 30 40 50 60 70 80 90 100 Philippines Australia South Africa India Venezuela China Sweden Japan USA Saudi Arabia Canada Brazil U. K. Egypt Mexico Poland Turkey Taiwan Thailand Hong Kong Russia Korea France Hungary Argentina Germany Czech Republic Spain Indonesia Italy Tech Excited. Tech Pragmatic Tech Uncertain. Tech Scared

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 34 CzechsGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 34 Czechs lag WE in terms of owning entertainment-related tech items (but not mobile phones) % owning 80 52 49 48 29 29 22 21 20 14 14 88 73 64 59 37 41 27 24 24 16 16 89 58 36 41 30 31 14 6 18 4 7 Mobile phone VCR DVD Player/Recorder Personal Computer Walkman, Discman Digital still camera MP 3 player Home video game console Video camera/camcorder Portable video game player Digital video camera Global WE Czech Rep.

© Copyright Gf. K NOP 2006.  Proprietary and Confidential. Gf. K Group Gf. K Roper© Copyright Gf. K NOP 2006. Proprietary and Confidential. Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 Looking to the future? 5 © Copyright Gf. K NOP 2006. Proprietary and Confidential

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 36 CEEGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 36 CEE Consumers Are Becoming More and More Similar to Those in WE In terms of personal values, life goals and basic attitudes to life, consumers in CEE are becoming more and more like their counterparts in WE. In addition, the CEE consumer experience is becoming more and more indistinguishable. The basic differentiator between WE and CEE remains economic conditions and standards of living. Zlote Tarasy, due to open 2006 Mc. Donalds, Prague We expect this lifestyle convergence to continue and (economic conditions permitting) to accelerate

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 37 ChangingGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 37 Changing Lives Some WE Examples 6 © Copyright Gf. K NOP 2006. Proprietary and Confidential

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 38 TechnologyGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 38 Technology Enables Documentation of Your Life: Life Caching e. g. Nokia Lifeblog Consumers are collecting, storing and displaying their entire lives, for personal use, or friends and family, even the entire world to peruse. Human beings (fuelled by a need for self-worth, validation, control, vanity, even immortality) love to collect and store possessions, memories, experiences, in order to create personal histories, mementoes of their lives, or just to keep track for practical reasons Sources: 1. http: //www. trendwatching. com/trends/LIFE_CACHING. htm 2. http: //europe. nokia. com/nokia/0, 1522, , 00. html? orig=/lifeblog/ 3. http: //research. microsoft. com/sendev/project_sensecam. aspx 4. http: //research. microsoft. com/barc/Media. Presence/My. Life. Bits. aspx Sense. Cam is a badge-sized wearable camera that captures up to 2000 VGA images per day into 128 Mbyte FLASH memory. My. Life. Bits is a lifetime store of everything – photos, SMS, emails, etc

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 39 FoodphonesGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 39 Foodphones Where online trainers meet life caching and diet Step 1 Register with diet service and enter your biometric information Step 2 Take photos of everything you eat with your cameraphone and upload them to your account Once a week, get personalised feedback from dietician who advises on how to modify eating habits http: //www. myfoodphone. com http: //www. nutrax. com

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 40 TeledildonicsGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 40 Teledildonics You and your partner don’t need to be together to have a good time! Teledildonics = sexual encounters via a web interface with a virtual partner http: //www. sinulator. com

Gf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 41 TheGf. K Group Gf. K Roper The Global Leisure Trend June 13 th 2006 41 The Global Leisure Trend © Copyright Gf. K NOP 2006. Proprietary and Confidential. Thank You




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