1. Riding the Wave
”Spotting and forecasting consumer trends for profit”
A GyaanNiketan Presentation
Adapted from
The Next Big Thing by William Highman
Publisher Kogan Page
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2. Riding the Wave
“Spotting and forecasting consumer trends for profit”
TRENDS TREND MARKETING
U I I I
N D N M
B D E T P
E E N E L
V G R T R E
A I S I P M
F R E
L N T I E N
U N A C T T
E I N A A A
N D T T T
I I I I
G O O O
N
G N N N
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3. Riding the Wave
“Spotting and forecasting consumer trends for profit”
TRENDS
THE VALUE OF TRENDS BEGINNING WITH TRENDS UNDERSTANDING TRENDS
3I’s  How Trends start
Importance  Trend
Preparation
 Relevance Typologies 
 Insights
 Impact Where trends
(Inhouse – occur  Trends
 Benefits
Outsourcing) versus fads
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4. Riding the Wave
“Spotting and forecasting consumer trends for profit”
TREND MARKETING
IDENTIFICATION INTERPRETATION IMPLEMENTATION
What to look for?
How trend spreads Convincing the Company
 

Statistical Data Determining the Strategy
Active / Passive Trend
 
drivers What’s in it for me?
Observational Data
 
 Theory into practice
Predicting Trends
Media Monitoring
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5. Riding the Wave
The value of trends
Importance Meaning of Meaning of Meaning of Consumers
Consumers Change Trends Trends
Relevance Trends Accelerated Boundary Consumer
Globalization
Today Change Blurring is King
Purchase Commu Distribut New New
Impact Marketing
Drivers nication ion Markets Products
Benefit Opportunity Threat Missing Catching
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6. Riding the Wave
Beginning with trends
What Trend The Trend
The 3I’s What Trend
Marketing IS
Marketing is Marketing
Not Process
Preparation Focus on Keep an Be
Avoid Bias Innovate
the Future open mind Systematic
Inhouse Trend Trend Trend
Integration Team Department
Insights
Outsourcing Trend Trend Trend
Insights Sourcing Scouts Consultants
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7. Riding the Wave
Understanding Trends
How Trend Trend Initiator
Starts Initiators Typologies
Trend Typology Behavioural Micro vs International Conflicting
Typologies traits vs Attitudinal Macro vs National trends
When trends Sectors Segments
occur
Trends vs Fads Avoidance Creation identification Utilization
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8. Riding the Wave
Trend Marketing Identification
What to look What to Who to When to How to
for? study study study study?
Statistical data Finding Primary Secondary
Future data Testing data
data data Data
Observation Living The
Boardroom
room
Internet
data Street
Media How to What to
Monitoring monitor? monitor?
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9. Riding the Wave
Trend Marketing Interpretation
How trends Where Who
How trends
trends trends
spread? spread
spread? spread to?
Active Drivers Assistance Need
Attributes Attributes
Passive Trend Passive
Constants Cycles Calculabes Chaotics
Drivers drivers
Predicting Trend Trend
trends Prediction Mapping
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10. Riding the Wave
Trend Marketing Implementation
Convincing the Presentation Presentation Presentation Presentation
company Needs Drivers Typologies Tips
Determining Implication Communal Formal
the strategy Determination Determination Determination
Picking
What’s in it for Your
Picking
parameters
Me? Purpose
Theory into Implementation Responding The Next
Practice Process to Trends Steps
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11. Can you Predict success ?
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12. Importance
Benefits
Trends Relevance
Impact
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13. The importance of trends
Consumer
Consumers Change Trends
Trends
The relevance of trends
Accelerate Boundary Consumer
Trends today; Globalism
d change; blurring ; is king ;
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14. Impact of Marketing impact;
trends
Purchase drivers;
Communications;
Distribution;
New markets;
New
products
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15. Benefit
of
trends Catching Trend as
trends opportunity;
Missing Trend as
trends; threat;
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16. Beginning with
trends
InHouse Outsourcing
3I’s Preparation
Insights Insights
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19. Thank You
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The Knowledge Abode
Enhance your Education, Experience, Expertise
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