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2012 04 19 Luis Madureira Innovation for APPM

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Lecture on APPM's Congress in April 2012

Publicada em: Negócios
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2012 04 19 Luis Madureira Innovation for APPM

  1. 1. Consumption Development Innovation LUIS MADUREIRA Head of Innovation & Intelligence
  2. 2. CONTEXT(For the next decade or so...)
  3. 3. V.U.C.A.
  4. 4. Volatility
  5. 5. Harder to PREDICT
  6. 6. COMPLEXITY VS Hard connect CAUSES and EFFECTS
  7. 7. Hart do determine the SIGNIFICANCE of events... ...and their IMPLICATIONS
  8. 8. “SMART DOWNTRADER SHOPPER” has born » Buys Premium Brands only when recognizes its added value » Opts for Value for Money for the rest » Urban with distinct family structures » Social Classes no longer a segmentation criteria » Buys FMCG in Modern Distribution » Increase Frequency but lowers quantity per buying act » Less Out-of-Home dining. » Represents 57% from Portuguese homes.
  9. 9. “Knowledge starts with the definition of terms”
  10. 10. CONSUMPTIONPenetration x Frequency x Quantity BUT ALWAYS a function of CONSUMER NEEDS and DESIRES
  11. 11. Steve Jobs“It is not the customer’s job to know what they want”
  12. 12. ITS OURS! HOW?NEW MARKETS INNOVATION
  13. 13. INNOVATION = Creativity + Strategic Fit + ValueNeeds + Technology Intelligence 15
  14. 14. INNOVATION= Creativity + Strategic Fit + Value External + Internal + Dynamic Market Intelligence + Viability 16
  15. 15. INNOVATION= Creativity + Strategic Fit + Value Function + Deliver Cost Promises Efficiency 17
  16. 16. INNOVATION Creativity x Strategic Fit x ValueNeeds + Technology External Internal Dynamic Function Delivery Cost ! MARKET INTELLIGENCE ! ! VIABILITY & FOCUS ! ! EFFICIENCY !
  17. 17. OBRIGADO!

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