{"id":3366,"date":"2020-10-25T17:08:49","date_gmt":"2020-10-25T17:08:49","guid":{"rendered":"https:\/\/inoveo.ro\/uncategorized\/cum-influenteaza-brandingul-generatia-z\/"},"modified":"2020-10-25T17:08:49","modified_gmt":"2020-10-25T17:08:49","slug":"cum-influenteaza-brandingul-generatia-z","status":"publish","type":"post","link":"https:\/\/inoveo.ro\/en\/branding-en\/cum-influenteaza-brandingul-generatia-z\/","title":{"rendered":"Cum influen\u021beaz\u0103 brandingul Genera\u021bia Z"},"content":{"rendered":"

Noutate, brand, design, statut. A\u0219a se poate rezuma pe scurt procesul de selec\u021bie a unui brand de c\u0103tre membrii Genera\u021biei Z, iar criteriile lor aparte de selec\u021bie determin\u0103 companiile s\u0103 \u00ee\u0219i adapteze produsele \u0219i campaniile.<\/em> De Dochi\u021ba Zenoveiov<\/p>\n

Unele voci spun c\u0103 Genera\u021bia Z ar putea fi genera\u021bia cu cea mai mare influen\u021b\u0103 asupra trendurilor de consum din FMCG \u0219i retail. Iar brandurile care nu vor reu\u0219i s\u0103 descopere modalit\u0103\u021bi eficiente de a ajunge la ace\u0219ti consumatori vor avea de suferit pe termen lung. <\/p>\n

Membrii Genera\u021biei Z, n\u0103scu\u021bi \u00een perioada 1997- 2012, doresc s\u0103 se asocieze cu branduri care le \u00eemp\u0103rt\u0103\u0219esc valorile. Vorbim deci despre consumatori care sunt la liceu sau la universitate, ori \u00een pozi\u021bii de entry-level \u00een companii. Deciziile lor de achizi\u021bie sunt influen\u021bate de ceea ce ei v\u0103d \u00een re\u021belele de social media, pe care tot ei le utilizeaz\u0103 \u0219i pentru a-\u0219i exprima aprecierea sau dezam\u0103girea fa\u021b\u0103 de un brand. Iar aten\u021bia le este atras\u0103 de design (ambalaje noi), nout\u0103\u021bi (produse noi), brand (cu c\u00e2t mai cunoscut, cu at\u00e2t mai bine) \u0219i statut (produsele \u0219i brandurile utilizate de influenceri au prioritate). <\/p>\n

Sunt mai conservatori din punct de vedere financiar, dar dispu\u0219i s\u0103 pl\u0103teasc\u0103 sume considerabile pentru produsele \u0219i obiectele pe care \u0219i le doresc. Sunt toleran\u021bi \u0219i majoritatea au crescut \u00eentr-o societate multi-etnic\u0103, nemaivorbind de faptul c\u0103 social media \u0219i Internetul diminueaz\u0103 mult diferen\u021bele rasiale. A\u0219adar, reclamele \u0219i campaniile cu personaje de na\u021bionalit\u0103\u021bi variate au devenit normalitate, rezultatul fiind c\u0103 un brand interna\u021bional are astfel posibilitatea de a utiliza un spot sau un ad \u00een mai multe \u021b\u0103ri simultan. <\/p>\n

Nu \u00een ultimul r\u00e2nd, Genera\u021bia Z este \u00een permanen\u021b\u0103 conectat\u0103, la YouTube, iPod-uri, smart phone-uri, tablete, social media sau Google. <\/p>\n

Per ansamblu, vorbim de o genera\u021bie care a crescut \u00een condi\u021bii specifice, iar acestea au impact maxim asupra strategiilor de branding \u0219i marketing ale companiilor care \u00eei targeteaz\u0103. Disponibilitatea lor de a \u00eencerca produse noi (snack-uri dulci \u0219i s\u0103rate), versiuni noi ale produselor clasice (Fanta cu orice alt gust dec\u00e2t cel de portocal\u0103) sau produse \u00een ambalaje noi pare f\u0103r\u0103 limite. Dar cum r\u0103m\u00e2ne cu fidelitatea fa\u021b\u0103 de un brand? Orice brand care se pozi\u021bioneaz\u0103 \u0219i este perceput ca fiind cool devine automat un brand favorit al Genera\u021biei Z. Desigur, pentru a fi cool este necesar s\u0103 ai \u0219i un buget pe m\u0103sur\u0103, brandurile interna\u021bionale fiind astfel favorizate de acest context. Cre\u0219terea influen\u021bei re\u021belelor sociale \u0219i totodat\u0103 a num\u0103rului influencerilor, are la baz\u0103 faptul c\u0103 printre valorile Genera\u021biei Z se num\u0103r\u0103 autenticitatea, iar ei prefer\u0103 reclamele \u00een care apar oameni reali. C\u00e2nd produsele sunt sus\u021binute de personalit\u0103\u021bi publice (actori, sportive, soli\u0219ti), succesul este garantat. <\/p>\n

Cump\u0103r\u0103turi de oriunde, rapid \u0219i u\u0219or <\/strong><\/p>\n

Dac\u0103 vorbim despre retaileri, un exemplu \u00een acest sens, este Kaufland, a c\u0103rui al\u0103turare din ultimii ani cu solistul Smiley, \u00een diverse campanii \u00een magazine, precum \u0219i la concertele acestuia, vine din dorin\u021ba de a fi aproape de cump\u0103r\u0103torii tineri. Kaufland Rom\u00e2nia s-a asociat cu Smiley pentru c\u0103 spiritul fresh, mereu t\u00e2n\u0103r al artistului se \u00eembin\u0103 armonios cu viziunea companiei, cu dorin\u021ba de a se reinventa \u0219i de a r\u0103m\u00e2ne, totodat\u0103, un punct de referin\u021b\u0103 \u00een via\u021ba rom\u00e2nilor. <\/p>\n

Semnificativ\u0103 este \u00eens\u0103 preferin\u021ba tinerilor de a face achizi\u021bii online, chiar \u0219i atunci c\u00e2nd este vorba de produse alimentare, inclusiv produse proaspete. Telefonul mobil face parte integrant\u0103 din via\u021ba lor, iar o postare pe Instagram poate declan\u0219a o vizit\u0103 la supermarket sau la cel mai apropiat magazin de cas\u0103, pentru a cump\u0103ra desertul vizualizat pe pagina influencerului favorit. \u00cen ceea ce prive\u0219te frecven\u021ba de cump\u0103r\u0103turi, tradi\u021bionalele vizite la hypermarket la sf\u00e2r\u0219it de s\u0103pt\u0103m\u00e2n\u0103 sunt istorie. Conectarea permanent\u0103 la online are ca rezultat multe achizi\u021bii de impuls: o b\u0103utur\u0103 pe care un adolescent o vede \u00een social media \u00een pauza dintre dou\u0103 ore va fi cump\u0103rat\u0103 imediat ce acesta iese de la liceu, din cel mai apropiat magazin.<\/p>\n

A\u0219adar, primeaz\u0103 rapiditatea \u0219i u\u0219urin\u021ba de a face cump\u0103r\u0103turi, iar magazinele de proximitate au toate \u0219ansele s\u0103 devin\u0103 preferatele lor. Din nou, loialitatea fa\u021b\u0103 de o re\u021bea sau alta de magazine se construie\u0219te greu, \u00eens\u0103 programele de fidelitate pot juca un rol important. Cardurile de fidelitate sunt demodate, iar locul lor a fost luat de aplica\u021biile mobile cu acela\u0219i rol. <\/p>\n

Brandurile interna\u021bionale, preferatele tinerilor<\/strong><\/p>\n

Astfel, Lidl a lansat recent aplica\u021bia de loializare Lidl Plus, printr-o campanie de comunicare exclusiv digital\u0103. Elementul central al campaniei este personajul Plus, un hacker interpretat de Carla\u2019s Dreams. Hacker-ul a \u201eatacat\u201d prima oar\u0103 pagina surprize.lidl.ro, l\u0103s\u00e2nd \u00een urma lui un material video de 30 de secunde, \u00een care anun\u021ba c\u0103, dup\u0103 mult\u0103 munc\u0103 de documentare, s-a infiltrat \u00een sistemele digitale Lidl, pe care le-a hack-uit, pentru a afla pre\u021burile \u0219i ofertele preg\u0103tite de companie, pentru a ie\u0219i mereu pe plus la cump\u0103r\u0103turi.<\/p>\n

Pentru Genera\u021bia Z, shopping-ul \u00een magazinele fizice este \u00een primul r\u00e2nd o experien\u021b\u0103, iar c\u00e2nd intr\u0103 \u00eentr-un magazin vor s\u0103 simt\u0103 c\u0103 exist\u0103 produse create special pentru ei sau pur \u0219i simplu s\u0103 aib\u0103 parte de o interac\u021biune altfel. De\u0219i unele voci afirmau c\u0103 Genera\u021bia Z va atrage dup\u0103 sine dispari\u021bia retailului clasic, realitatea este alta. <\/p>\n

Exemple numeroase de campanii adaptate Genera\u021biei Z g\u0103sim \u00een r\u00e2ndul produc\u0103torilor interna\u021bionali din industria de FMCG. \u00cen aceast\u0103 var\u0103, PepsiCo a derulat dou\u0103 campanii destinate acestei genera\u021bii, pentru Pepsi, respectiv Lay`s. Astfel, pentru a descoperi cum \u00ee\u0219i petrec consumatorii timpul \u00een aceast\u0103 perioad\u0103, Lay`s i-a provocat s\u0103 \u00ee\u0219i demonstreze abilit\u0103\u021bile de dansatori, pe o melodie original\u0103 cu versuri inspirate din personalitatea brandului. Campania #SavureazaFiecareZi cu Lay`s pe TikTok a adunat peste 136 milioane de vizualiz\u0103ri, devenind una dintre cele mai vizualizate provoc\u0103ri de pe platform\u0103.<\/p>\n

Brandul Pepsi a fost vizibil \u00een mai multe domenii, pe care le-a conectat: Fashion (prin SnkrInd), comedie (printr-un proiect cu stand-up comediants), dance (TikTok), music (lansarea melodiilor). Brandul a fost prezent, de asemenea, pe mai multe platforme \u0219i canale, d\u00e2nd ritm petrecerii oriunde se afl\u0103 consumatorii lui: TV, radio, FB, IG, Spotify, TikTok, YouTube.<\/p>\n

Alte exemple de branduri care lanseaz\u0103 special adaptate pentru Genera\u021bia Z sunt Doritos (tot din portofoliul PepsiCo) \u0219i Oreo (Mondelez), disponibile \u00eentr-o varietate permanent \u00eembog\u0103\u021bit\u0103 de gusturi. Cu v\u00e2nz\u0103ri anuale \u00een SUA de circa 1,5 miliarde de dolari, Doritos \u00een\u021belege exact consumatorii pe care \u00eei targeteaz\u0103. O mare parte dintre ei sunt consumatori de sex masculin, care iubesc jocurile video. Astfel, Doritos a lansat jocul Doritos VR Battle, iar cei care \u00eel jucau puteau explora pe\u0219terile Doritos \u0219i se luptau cu mon\u0219tri \u00een timp ce str\u00e2ngeau chipsuri. <\/p>\n

\u00cen 2018, c\u00e2nd Coca-Cola a lansat un produs absolut atipic, mai exact singura b\u0103utur\u0103 alcoolic\u0103 din portofoliul s\u0103u, \u0219tirea a f\u0103cut \u00eenconjurul lumii. Lemon-Do a fost lansat exclusiv \u00een Japonia, av\u00e2nd la baz\u0103 un lichior tradi\u021bional japonez. De\u0219i b\u0103utura a fost foarte bine primit\u0103 de consumatorii japonezi, ea nu va fi disponibil\u0103 \u00een alte \u021b\u0103ri. Dincolo de a crea un produs nou, Coca-Cola, care \u00een 125 de ani nu a avut niciodat\u0103 \u00een portofoliu o b\u0103utur\u0103 alcoolic\u0103, a servit o lec\u021bie de marketing. Ceea ce ar fi putut fi o campanie pl\u0103tit\u0103 de comunicare a fost de fapt o \u0219tire cu un con\u021binut interesant, care a ajuns la milioane de consumatori. <\/p>\n

Citeste articolul in Revista Progresiv<\/em>
\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Noutate, brand, design, statut. Așa se poate rezuma pe scurt procesul de selecție a unui brand de către membrii Generației Z, iar criteriile lor aparte de selecție determină companiile să își adapteze produsele și campaniile. […]<\/p>\n

Read More… from Cum influen\u021beaz\u0103 brandingul Genera\u021bia Z<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-3366","post","type-post","status-publish","format-standard","hentry","category-branding-en"],"yoast_head":"\nCum influen\u021beaz\u0103 brandingul Genera\u021bia Z - INOVEO<\/title>\n<meta name=\"description\" content=\"Noutate, brand, design, statut. 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Doctor Niculae D. Staicovici 51, Etaj 2, Ap 5","addressLocality":"Bucuresti","postalCode":"050559","addressRegion":"Bucure\u0219ti","addressCountry":"RO"},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/inoveo.ro\/en\/branding-en\/cum-influenteaza-brandingul-generatia-z\/#local-main-organization-logo","url":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","contentUrl":"https:\/\/inoveo.ro\/wp-content\/uploads\/2020\/08\/inoveo-logo.png","width":336,"height":416,"caption":"INOVEO Concept"}]},"geo.placename":"Bucuresti","geo.region":"Romania"},"featured_image_src":"","featured_image_src_square":false,"author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_author_info":{"display_name":"Inoveo","author_link":"https:\/\/inoveo.ro\/en\/author\/marius\/"},"rbea_excerpt_info":"Noutate, brand, design, statut. Așa se poate rezuma pe scurt procesul de selecție a unui brand de către membrii Generației Z, iar criteriile lor aparte de selecție determină companiile să își adapteze produsele și campaniile. [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/cum-influenteaza-brandingul-generatia-z\/\">Read More...<span class=\"screen-reader-text\"> from Cum influen\u021beaz\u0103 brandingul Genera\u021bia Z<\/span><\/a><\/p> [...]<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/inoveo.ro\/en\/branding-en\/cum-influenteaza-brandingul-generatia-z\/\">Read More...<span class=\"screen-reader-text\"> from Cum influen\u021beaz\u0103 brandingul Genera\u021bia Z<\/span><\/a><\/p>","category_list":"<a href=\"https:\/\/inoveo.ro\/en\/category\/branding-en\/\" rel=\"category tag\">BRANDING<\/a>","comments_num":"0 comments","_links":{"self":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3366","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/comments?post=3366"}],"version-history":[{"count":0,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/posts\/3366\/revisions"}],"wp:attachment":[{"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/media?parent=3366"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/categories?post=3366"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inoveo.ro\/en\/wp-json\/wp\/v2\/tags?post=3366"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}