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Consumer Tribes:
Auto - consumer segmentation
@etnomkt #etnomarketing
COMUNICADOR. La ULIMA
(Per) es mi primer hogar
académico.
Vargas Llosa, arte, music, cine, fútbol
MSc. MA. NICOLÁS M. ORTI...
@etnomkt #etnomarketing
1. GLOBAL VILLAGE
@etnomkt #etnomarketing
@etnomkt #etnomarketing
MARSHAL MCLUHAN
sociólogo
“The Global Village is a
world. Because everyone
is involved in lives of...
GLOBAL VILLAGE: A process of retribalization of consumers, around
the media that bring people back together.
If everything...
@etnomkt #etnomarketing
1I. TRIBAL MARKS (brands)
@etnomkt #etnomarketing
@etnomkt #etnomarketing
KEVIN ROBERTS
Saatchi - Lovebrands
"If you work in
marketing, your job is
to inspire people to
cre...
COMMUNITY: generate group identity around the
brand
We all seek to belong and, at the same time,
to differentiate ourselve...
DIFFICULTY: adapting the brand to the living
space of the consumer
We are several people at a time. Everything depends on ...
COMMUNICATION: Define the LANGUAGE of our
cause
To determine the messages and images that generate a direct connection wit...
CHANGE: to inspire social causes
From the public
as OBJECTIVE
RESEARCH
To the public
like medium
ACTION
@etnomkt #etnomark...
1II. CONSUMER TRIBES
@etnomkt #etnomarketing
@etnomkt #etnomarketing
Tribe of Consumers: a
group of people who
share a lifestyle and who
can identify each other,
by sh...
@etnomkt #etnomarketing
CODE Gamer: «A gamer loses a life, to win thousands»
The computer is the main element, it is the s...
@etnomkt #etnomarketing
CODE Surfer: «Surfing is everything. When I enter the sea I feel
liberated and I feel that I conne...
K-POPPERSK-POPPERSCODE K-pop: "If you are going to do something for
your favorite group, do it well"
The main element for ...
CODE hipster "I do not want to let anything happen. I feel I can
lose one of the best moments of my life.
"The main elemen...
@etnomkt #etnomarketing
Datos de Contacto
T: (511) 954 457 136 / 578 1123
Dirección: Calle General Silva 395.
Miraflores​, Lima - Perú
Web: www.et...
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Consumer Tribes: Auto-Consumer Segmentation

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This paper seeks to understand consumption from a viewpoint of the tribes of consumption. In turn, seeks to position itself as a new alternative methodology for market research companies as an innovative approach to segmentation.

explorations of field visits are exposed to various tribes consumption of Lima. In total we dive in (09) cultural communities: skaters, gamers, surfers, Kpopers, athletic, hipsters, otaku, music lovers and graffiti artists. We focus first on society and kindred relationship; second, its features and applications of marketing.

The article concludes with a reflection on key elements of the criterion of consumer segmentation tribes.

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Consumer Tribes: Auto-Consumer Segmentation

  1. 1. Consumer Tribes: Auto - consumer segmentation @etnomkt #etnomarketing
  2. 2. COMUNICADOR. La ULIMA (Per) es mi primer hogar académico. Vargas Llosa, arte, music, cine, fútbol MSc. MA. NICOLÁS M. ORTIZ ESAINE Marketing Strategist Communications (Bachiller U. de Lima) Marketer (Magister, U Pacifico) Anthropologist (Magister, UNM San Marcos) Business strategist based on social and consumption research Consumption researcher Director - Etnomarketing (Peru), consultant in business codes @etnomkt #etnomarketing
  3. 3. @etnomkt #etnomarketing
  4. 4. 1. GLOBAL VILLAGE @etnomkt #etnomarketing
  5. 5. @etnomkt #etnomarketing MARSHAL MCLUHAN sociólogo “The Global Village is a world. Because everyone is involved in lives of others. It is as big as a planet, and as small as the post office of a town”
  6. 6. GLOBAL VILLAGE: A process of retribalization of consumers, around the media that bring people back together. If everything changes, has the way of relating changed? Are we closer together, or apart? @etnomkt #etnomarketing
  7. 7. @etnomkt #etnomarketing
  8. 8. 1I. TRIBAL MARKS (brands) @etnomkt #etnomarketing
  9. 9. @etnomkt #etnomarketing KEVIN ROBERTS Saatchi - Lovebrands "If you work in marketing, your job is to inspire people to create a movement"
  10. 10. COMMUNITY: generate group identity around the brand We all seek to belong and, at the same time, to differentiate ourselves. Make our brand reinforce the links, identification and difference of a tribe of audiences. Detect traits that encourage tribe grouping.
  11. 11. DIFFICULTY: adapting the brand to the living space of the consumer We are several people at a time. Everything depends on the space, place and people that we have in front of the consumer situation Focus on the actual circumstances of consumption. Space and Time The challenge is to mimetized ourselves in the consumer environment, influencing positively.
  12. 12. COMMUNICATION: Define the LANGUAGE of our cause To determine the messages and images that generate a direct connection with the community to generate a dialogue. Produce identification Generate a reaction Affirm a Relationship
  13. 13. CHANGE: to inspire social causes From the public as OBJECTIVE RESEARCH To the public like medium ACTION @etnomkt #etnomarketing
  14. 14. 1II. CONSUMER TRIBES @etnomkt #etnomarketing
  15. 15. @etnomkt #etnomarketing Tribe of Consumers: a group of people who share a lifestyle and who can identify each other, by sharing loyalty to an activity or product MICHAEL R. SOLOMON autor
  16. 16. @etnomkt #etnomarketing CODE Gamer: «A gamer loses a life, to win thousands» The computer is the main element, it is the starting point to submerge and be part of this tribe. Until now there are no exclusive computer stores for gamers with devices that optimize the experience in the game $ 3 million a year generates 150 and 200 jobs in the country 18 companies in the 40% annual growth category (El Comercio) $ 3 million a year generated 150 and 200 jobs in the country 18 companies in the field 40% annual growth
  17. 17. @etnomkt #etnomarketing CODE Surfer: «Surfing is everything. When I enter the sea I feel liberated and I feel that I connect with brothers who are no longer with us » First and second accessory market as well as recognized brands of Wetsuit. Also the music: "Double nine" radio station, has been able to connect the foreign music with the daily life of this tribe. Culinary art has also been able to adapt $ 25 million is products $ 45 million in tourism 150 000 practitioners 2 laws issued $ 500 - 10,000 monthly would earn a surfer (Gestión.pe)
  18. 18. K-POPPERSK-POPPERSCODE K-pop: "If you are going to do something for your favorite group, do it well" The main element for this tribe is in their own body. His movements are guided by his favorite artists, hence the need to consume videos or photos that allows him to reproduce the choreography and the dress. This is complemented by the consumption of personalized keyrings that generate a sense of approximation towards their artists. It needs new spaces where it can be complemented with elements such as aesthetic services or clothing stores. @etnomkt #etnomarketing “We have not even got a notice in the newspapers, it's all social networks. You are facing a sea of 30 or 40 thousand people who, barely hanging something on the Internet, find out everything "Menacho, Producer“
  19. 19. CODE hipster "I do not want to let anything happen. I feel I can lose one of the best moments of my life. "The main element is the event, whether theater, dance or music, however, the next element is the ticket that guarantees entry. So far we have not found easy-to-find applications that will gather upcoming events with price information and location of sales points for the direct purchase of tickets. “ @etnomkt #etnomarketing Barranco: - top 25 district more hipster (Yahoo) - 200,000 soles municipal investment in culture (Agenda 21, UNESCO) - $ 2500 square meter -70% monumental area --Hummus of Barranco-
  20. 20. @etnomkt #etnomarketing
  21. 21. Datos de Contacto T: (511) 954 457 136 / 578 1123 Dirección: Calle General Silva 395. Miraflores​, Lima - Perú Web: www.etnomarketing.pe Email: info@etnomarketing.pe Facebook: www.facebook.com/etnomarketing Twiter: @etnomkt Slideshare: Etnomarketing @etnomkt #etnomarketing

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