Active Ageing award winners show the tremendous potential in the silver market (courtesy of mylifestylemap.com)
A recent news article in The Straits Times got me all excited yet again about the oldest but most neglected market opportunity.
Namely, the silver-haired (or seniors) market.
My visit to the Coca-Cola Pavillion at the Shanghai World Expo was certainly one of the highlights of my trip. As a geek who firmly believes in the virtues of experiential marketing, branded entertainment and transmedia storytelling, I was almost brought to tears (fanboy style) by Coke’s immaculate attention to details here.
Every single consumer touchpoint in its pavillion, fashioned after its world-famous “Happiness Factory” transmedia campaign, was a 360 degree brand encounter. The entire holistic and immersive experience was orchestrated to stimulate the senses, from sight, sound, scent, taste to touch. For Coca-Cola fans, it was also highly emotional and community bonding.
Let me bring you through the journey.
Tom LaForge, Global Director of Human & Cultural Insights from Coca-Cola
This man has a dream job. Also known as the Global Director of Human & Cultural Insights at Coca-Cola, Tom LaForge’s occupation is to sniff out trends, foresee the future, and position Coca-Cola in the ever evolving consumer market. At my recent trip to Coke’s Global Innovation and Technology Center at Shanghai (courtesy of Coca-Cola), I had the privilege of listening to Tom’s views on macroforces and how Coca-Cola responds to them.
What are the eight macroforces according to Coke? Well, they are:
As the world’s leading beverage company and global brand (with a brand valuation of US$68.7 billion in 2009 according to Interbrand), the Coca-Cola Company has a total of some 500 beverage brands, from diet and regular sparkling beverages to still drinks like fruit juices and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages. Globally, Coca-Cola has the world’s largest beverage distribution system serving consumers in more than 200 countries a colossal 1.6 billion servings a day. Some of the firm’s beverage brands include the ubiquitous Coke, Nestea, Powerade, Ice Dew, Georgia Coffee, Sprite, Fanta, vitaminwater, and Minute Maid.
Considered to be the number one growth market for the drinks giant, China represents the pinnacle of the company’s global drinks market. Little wonder then that the company has decided to locate its Global Innovation and Technology Center (GITC) in Shanghai. At the kind invitation of Coke, I had the privilege of visiting the R&D centre, and discovering how and why the 124 year old company still dominates around the world.
Employing some 600 Coca-Cola China associates and the Pacific Group’s R&D team, the GITC is one of China’s few “green building”. It boasts of environmental systems like rooftop solar panels, rainwater harvesting facilities, wind turbines to power street lamps, heat reflective surfaces, and other planet-friendly features.
Courtesy of Dot Connector Blog
I remembered how my Dad used to tell me that I should “make hay while the Sun shines” – a saying that seems to ring immortally true, especially in this day and age of multiple digital distractions.
We are in an age of endless streams of consumption. Steve Rubel himself has said it as much.
Don’t suffer from analysis paralysis like Buridan’s ass (source of image)
Wish to embark on an exciting new business venture? Or to launch a brand new project?
How should you begin your entrepreneurial journey – study and ponder over what you need to do, or just roll it out bit by bit and see what comes your way?
Coke Pavillion at Shanghai World Expo (Courtesy of Coca-Cola China)
Have you wondered how Coca-Cola became the world’s leading brand?
Well, thanks to Coca-Cola, I’m about to find out.
I’ve been selected by Coca-Cola to be one of two bloggers (the other is Alvinology) to fly to Shanghai for the World Expo to cover the launch of its pavillion, explore its new Global Innovation and Technology Center (GITC), and attend events such as its Founder’s Day ceremony and an Expo Celebration Concert.
As I was checking my snail mail a few nights ago, I had to do a quick double take.
An envelope with one of the world’s most famous online brands jumped out at me.
After working with so many people throughout the years at all levels, I find that there are two distinct personality types.
The first, whom I call philosophers, are those who love to examine the fundamentals of every decision in the organisation. Thriving on discourse, these deep thinkers love to indulge in intellectual discussions and question the reasons for management mandates and policies that don’t fit into their worldview.
Are you as profound as Confucius….(source)
How are Generation Y (Gen Y) workers perceived in general? What should organisations do to attract and retain Gen Y talents? Are they any different from their older and more senior colleagues?
The answers to these and more were covered in a recent talk organised by the Institute of Advertising Singapore which featured the results of a joint research project between the GMP Group and Temasek Polytechnic. Also known as the Millenial Generation, the term Gen Y refers to the cohort of individuals born from the 1980s and 1990s. In the GMP-TP survey of some 2,610 respondents (including about 567 Gen X-ers and Baby Boomers), they are considered those between 18 to 27 years of age.