PULSE

# 1

1. MARKET 2015

2. CONSUMER

3. MEC POV ?

4. CHANNELS

5. CASES AGILE-:

6. TREND IBEACON: .

!

2015 , . , .

, -. : ? ? . , . .

, - , , - iMpulse by MEC, .

, . CEO MEC

,

market

.-. 2015 (. .)

2014 34,9 7,2 3,5 5,7 0,8

2015 30,3 5,8 2,6 2,3 0,4

67%

14%

7% 11%

2%

73%

14%

6% 6% 1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

-2014

- 2015

.-. 2015 (%)

: TNS,

: TNS,

market

* 18+,

-5 . - .15 -5 . - .15

* 18+,

: TNS,

# TO - 5 .-.'15 .-.15

.-.14.15 .15

1 NOVARTIS 20 960 41% 24%

2 MARS-RUSSIA 18 746 9% 15%

3 RECKITT BENCKISER 15 227 17% 2%

4 PROCTER & GAMBLE 14 645 -26% -31%

5 SANOFI AVENTIS 13 798 61% 22%

GRPS 30" (.+.)

# TO - 5 .-.'15 .-.15

.-.14.15 .15

1 MEDICINES 124 758 18% 16%

2 COSMETICS & HYGIENE 37 035 -28% -5%

3 FOODSTUFFS 32 129 -19% -6%

4 CONFECTIONERY 23 865 8% 29%

5 HOUSEHOLD GOODS 19 955 -17% -32%

GRPS 30" (.+.)

: TNS,

(1)

consumer

2014 . 2015 . (82%), (43%) (38%), (36%). . Synovate Comcon, (67%), 6% ( 16% ). , (: iMpulse by MEC Russia). , . /, . (55%) , .

( -) ( ). (36%) (30%) , . . 2014 11,4% ( ), 15,4%, 6%, 8%. 15-16% , 20% . 15 .

: iMpulse, Adindex, -, Comcon, The Village

(2)

consumer

(, ), (, ) , , . 24% 2014. 30%. 50-70%, .. 2-3 . .

, *Romir Household Panel, 2015 2,5% . .

2012 , 3%.

2015 1,5% 2014. (20-22% ) 18-19%.

, 2015 , . Fashion Consulting Group ( ), 64,1% , , 73,2% - , 82,8% .

, , .

: iMpulse, Adindex, Comcon, The Village

? (1)

, , (Byron Sharp How Brands Grow, OUP, 2010). , . . ?

, 2009-2010.

Face cream for young women. 2008- . 2008- 55% , , , . - . , , , . , , , -.

, , 1, , . . , , - . , , 2010- .

.

MEC POV

(duplication of purchase law). : , . , - , , .

(double jeopardy law): , .

: ( ) . : . . , - (- )

( , ). - , . , ROI .

? (2)

MEC POV

?

- . !

, A&I

, - , , , , , . , , .

MEC POV

, (, ) - . , ( , ) . SKU . .

, , , - (, ). , - , , ,

. : , - .

: 60 / 20 (natural monopoly law). : 80 / 20, 60 / 20. : , (light buyers, ). ( -) . light

. , .

, . , . : 4-5 , . , , .

? (3)

MEC POV

, -.

.

SKU . SKU. - SKU, , - .

. , , , , , . , , SKU.

,

(, , , .. ), - (, 20- 15- ). .

: , , . . , , , , - . , , . . , ,

, , . . , -. , .

? (4)

MEC POV

:

1. .

2.

MEC POV

1.

2. - ,

3.

4. ,

- -

- , , -

5. , ,

, :

, A&I

-

channels

. , , 190 . , , IVI.ru zoomby.ru, Youtube Rutube.

, , : ,

. Socialbakers ( 4 445 Facebook 2014 2015) , Facebook , . 27% , , , promoted .

Facebook Facebook Youtube: , .

Facebook Heineken Light : 35

Facebook 5,5

(16% ).

, Facebook , digital, - , Heineken. , , Facebook .

-

channels

Facebook Nielsen, , Facebook ( , , ).

, ( 47%) , 3 , ,

10 74%. , 10 . - (.. , , ) , , .

(+105% Vine vs 2013), , (Facebook, vk.com .), (, Vine) ,

, (, , ).

- , 15-24, coub, . 2014 +6 991%.

. coub 4G Beeline 2014 , 1,5 500 UGC .

, . McDonalds , .

-

channels

MEC:

1) ( , , YouTube GPMD), ( ) (promoted posts)

2)

3) ,

AGILE-: (1)

case

, , , , ! , . , , , 5 . , - FB. , Agile-.

agile- 2012 Sprint Zero: The Physics of Agile Marketing. Agile .

Agile .

: - , IPhone, SuperBowl, , - Oreo.

, , - . , 25 2015 . Roman Originals Tumblr - -.

- ? BuzzFeed, . , Twitter.

#whiteandgold, #blueandblack #thedress .

3 . , :

AGILE-: (2)

case

, . Oreo (), Lego, Xbox, Dunkin Donuts, Nissan , , - Roman Originals.

, 7,5 .

: - 37 .

BuzzFeed

- 11 . - 3,4 . - 400

#TheDress 12 - 1 . -

Roman Originals 25 - 300 30

MEC: .

? 1. ,

, ,

2. ,

3. . ,

4.

5. !

iBEACONS: (Paul Price, CEO, Creative Realities Inc.)

2006 Nokia

2013 Apple

,

,

, -,

?

1.

2.

3.

4.

?

-

6 2019

trend

iBEACONS: . (1) Getsy Beacon ( ..).

Russia: , , iBeacon?

.. : :

1. . SDK Getsy ( ) , , . : .

2. . MasterCard digital Insight One iBeacon

3. Klose - indoor . ( Maxim, Elle, Marie Claire, Star hit) SDK . 1 . Trends Brands, Wood Wood, JMBY.

Russia: , .

1. :

? , ?

.. : : . iBeacon , , Wi-Fi bluetooth .

Russia: omni-channel consumer, shopping across

devices. , iBeacon - e-commerce ? , , , -.

trend

iBEACONS: . (2) .. : . . , customer journey, . - , , . ibeacon , , , , .

Russia: ? , , ?

.. : iBeacon , .

.

Russia: 2. : ,

- ? - -, - iBeacon ?

.. : iBeacon , . iBeacon 2015 .

Russia: 3. : , iBeacon (analytics-driven agile engagement) - , , - . , P&G . ?

trend

trend

, Getsy Beacon

iBeacon , -, - . 90 % , indoor , , . .

iBEACONS: . (3) .. : , . , - Amazon, , . -, , . iBeacon - , .

Russia: , iBeacon - smart watches?

.. : , . , , smart . - , IT

, , . , smart , Bluetooth . Apple watch, , iPhone BLE. Bluetooth , .

Russia: ? , ? , , .

.. : iBeacon

, - . push- . : , . . , , , , . , .

trend

MEC Sostav.ru

: http://www.sostav.ru/publication/visitka-mec-15802.html

iMpulse

iMpulse

2015

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