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Trends
Operations 39
MORE THAN 1 BILLION PEOPLE
USE SOCIAL NETWORKS
The social media cultural revolution
Social networks provide a new means of expression for brands, which need to define a valid
digital marketing strategy to deal with social network users, who expect intervention but are always more
active and reactive. Recommending the brands they like and spending an average of 20 to 40% more on
products they support, they have the power to advocate or discourage the purchase of a product or brand.
This is where the idea of responsible consumers comes into play. These burgeoning communities are
giving way to a sharing of experiences and a great deal of freedom of expression for consumers. It has
therefore become vital not to ignore these communities, to respond to their requirements in terms
of promotional campaigns and new ideas, to boost our sales in our network of retail outlets and
to contribute towards the growth of e-commerce.
The "slow" movement and home made
A section of the population is expressing a desire to resist the trend for everything that is fast
and instant, which are features of advanced economies. These people want to slow down, take a step back
and take time to improve their quality of life and rediscover their well-being. This often also implies a
return to safe values. One example of this is the "slow food" movement, which has come about as a
reaction to "fast food". Then there is the home made movement, which is making a big impact in the small
domestic equipment market with consumers attracted to the Multi-Delices yoghurt maker, the Soup & Co
heating blender for home-made soups and Masterchef food preparation appliances and other
breadmakers.
Luxury and emerging markets
With the rise of the rich and middle classes in China, India and Brazil, the luxury sector is also
experiencing rapid growth in emerging countries. The success of premium brands with this new category
of consumers can be put down to the high level of quality, of course, but also to social aspirations.
This goes hand in hand with the demand for an excellent level of service and communications respecting
local cultural practices. The gradual deployment of Lagostina shops in China is part of this trend toward
excellence and luxury.
ALMOST 70 MILLION TABLETS
SOLD IN 2011