Negative Expectations
The crisis seems to have no more purpose in this Christmas in Italy sales have received a € 500 million less than budgeted. The conclusion of state aid and the erosion of savings are creating negative expectations about the future of families. Now everyone is hoping for strong sales in the year-end, but for many tasks there is a possible crisis. We often wonder what they can do marketing plans, promotional activities, sales below cost at a time when consumer behavior is strongly affected by negative expectations.
The first answer that comes to mind might be; because we do not try to change the expectations of the consumer? The expectations are characterized by a series of subjective elements in which the company does not have any kind of influence, but on closer examination we can try to lead this state of being of the consumer through a number of actions. These actions must be preceded by a careful analysis of the market.
The community and social networks are a micro-market we can "interrogate" on what are the fears, needs and expectations at the basis of buying behavior. Some may argue that market research through the interview is still an efficient tool, in reality during the crisis and "fear" people tend to hide some information as the character becomes a filter.
The community investigated with the appropriate ways and appropriate attention paid becomes more free, if we want to be raw is a little like looking through a keyhole in the personal sphere. An interesting example is the pharmaceutical industry or the pediatric sector in which companies such as Nestle invest millions of euros in community issues, seeking the best strategy for product development and market development.
Even more mature sectors have realized the importance of community in the market, an interesting example of Vietnam on Honda Motorcycle Market.
In this case, the manufacturer of cars and motorcycles has probed the ground well to check the values, principles, opinions of the community to decide how best to deploy the product in the market.
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