Presentation in Amsterdam Marketing and BID Network

Lessons that I have learned working with development organizations and as a marketing and strategy consultant with corporations Brazil Half-Full Half-Empty

Analysis of the situation Insights Marketing Strategy Design Branding Distribution Channels Communication Products Marketing Intelligence

Depending on the glasses that are using, you can better see reality and/or see different things ,[object Object],[object Object],[object Object],[object Object]

Different glasses to see the reality ,[object Object],[object Object],[object Object]

“ 60 million below the poverty line” [in a recent article about Brazil]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],For BRAZIL in 2005 = 183 million inhabitants Some governmental research institutions and think-tanks, processing the income data of 2001 Census, came to the following figures for Brazilians living below the Poverty Line:

Appliances: market penetration per strata 2000 Marketing research firms

The CDE share of national consumption (almost 80% households) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],In business no one is leader without being leader with CDE strata

Evolution of spending per household stratum January´2001 March 2005

WATER SANITATION ENERGY BRICK HOUSES REFRIGERATOR TV SET AUDIO

refrigerator mixer cell phone tv set vcr audio stereo car microwave washing machine

Cell phone market penetration per household strata A+B C D+E DEZ’04 52.7 34.1 18.1

Wealth and poverty are a moving target... Source: David Meyers, The American Paradox We couldn’t say that Americans were poorer by that time... For sure they were happier!

Happy people tend to have: ,[object Object],[object Object],[object Object],[object Object]

Redefining prosperity and development and poverty, and social vulnerability and necessities, wellness, etc. It is not only a matter of income and consumption...

Different glasses to see the reality ,[object Object],[object Object],[object Object],Remember Very often the advancement of sciences occur with integrations of different body of knowledges, and when contradictions are solved.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],90 million inhabitants 15 million households Consumer society Out of Consumer Society ------------------------- Poverty line ------------------------------ Brasil of the 70s

% of household per stratum Household stratification by consumption 183

Major Forces of the transformations post 70’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],224 cities with more than 100 thousand inhabitants

Market and demographic researches testify great changes in household patterns ,[object Object],[object Object],[object Object]

Maternity: a woman’s choice instead of a curse Fecundity: Average number of children per woman Source Brazilian Census Bureau

Less people under the same roof Average number of people per household Source Brazilian Census Bureau

The 3rd children becomes almost an “endangered specie” Average number of people per household Source Brazilian Census Bureau Average number of children per couple

Proportion of household which are headed by a woman Source Brazilian Census Bureau 16,9 18,2 20,1 22,9 26 27,3 10 15 20 25 30 1981 1985 1989 1995 1999 2001 Fonte: PNAD 1981,1990 e 2001 IBGE

Avoiding the traps represented by clichês and misconceptions: Income, Consumption, Informality, Poverty, and Wealth: Design Branding Distribution Channels Communication Products

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STRIVE TO UNDERSTAND PEOPLE’S DESIRES NOT ONLY (what you think that are their) NEEDS THINK OBSESSIVELY ABOUT LIFESTYLES ! Mass market formation and at same time mass market fragmentation...

Presentation in Amsterdam Marketing and BID Network

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Presentation in Amsterdam Marketing and BID Network