CONSUMER TRENDS

Presented By: Kandice Scrigner Alison Tang

AGENDA

• Trend vs. Fad • Current Trends - Woman Fever - The Bold and The Beautiful - Materialism • What Marketers Can Do • Questions?????

TREND vs. FAD

• FAD - Very short lived - Adopted by relatively few people • TREND - Change in performance which is unlikely due to a random variation - Appearance of a newly presented consumer need, desire, want or value

CURRENT TREND

WOMAN FEVER

• The ability to market to women • Women hold 80% of purchasing power • Components - Think Pink - Female Friendly - Playtime

CURRENT TREND

WOMAN FEVER

• Think Pink - Companies are repackaging to cater to women • Female Friendly - Difference in male and female needs - Benefits that women would find useful, attractive and helpful

CURRENT TREND

WOMAN FEVER

• Playtime - Liquor flavours are created to stimulate the women’s desires - Packaging changed to focus on pretty colors and labels

CURRENT TREND

THE BOLD AND THE BEAUTIFUL • The mass population loves to look at “the beautiful people” • Purchasing is one step closer to being that celebrity • Components - Vanity - The Skinny Society

CURRENT TREND

THE BOLD AND THE BEAUTIFUL • Vanity - Love and pure enjoyment of looking at glamorous people - Desire to look, act or buy like all the famous people

CURRENT TREND

THE BOLD AND THE BEAUTIFUL • The Skinny Society - People want to be skinner and healthier - Consumers seek celebrities as models for their own bodies

CURRENT TREND

MATERIALISM • Focusing solely on possessions and material goods • Having the nicest, newest and flashiest products • Components - Self Gratification - Maturialism - Massclusivity

CURRENT TREND

MATERIALISM • Self Gratification - The act of pleasing or satisfying oneself - The gratifying of one's own impulses, needs, or desires • Maturialism Mature customers wanting “the best of the best” - The pleasure of consuming

CURRENT TREND

MATERIALISM • Massclusivity - Immense need for respect and privilege - They want exclusivity and status

CONCLUSION

• What Marketers Can Do - Observe, understand and adopt new trends - Focus marketing strategies on meeting the currents trends - Capitalize on opportunities - Prepare for threats

QUESTIONS ????