Anthropology in the commercial world - PowerPoint PPT Presentation

Loading...

PPT – Anthropology in the commercial world PowerPoint presentation | free to download - id: 844711-MWE2N



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Anthropology in the commercial world

Description:

Imagination is more important than knowledge. For knowledge is limited, whereas imagination embraces the entire world, stimulating progress, giving birth to ... – PowerPoint PPT presentation

Number of Views:40
Avg rating:3.0/5.0
Slides: 39
Provided by: DeeB152
Learn more at: http://www.deeblackie.com
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Anthropology in the commercial world


1
Anthropology in the commercial world
Imagination is more important than knowledge.
For knowledge is limited, whereas imagination
embraces the entire world, stimulating progress,
giving birth to evolution. Albert Einstein
  • 2013

2
Introducing BOBI
3
(No Transcript)
4
What is an Insight?
  • Insight n.
  • The capacity to gain an accurate and deep
    intuitive understanding of something. An
    understanding of this kind. (Oxford)
  • The ability to perceive clearly or deeply
    penetration (Collins)
  • A penetrating and often sudden understanding, as
    of a complex situation or problem (Collins)
  • The immediate understanding of the significance
    of an event or action

The spark that unlocks a truly great idea!
5
Exploring the Future
We had better spend some timing thinking about
the future, as that is where we are going to
live. Joel Barker
  • 2013

6
What is innovation?
An idea driven by an insight.
that happens!
7
Innovation is a 360Practice
New markets
New channels
New ways of doing things
INNOVATION GROWTH
New processes
New range extensions
New services
New communication
New packaging
8
CODEX?
  • CODEX aims to uncover the cultural
    communication codes of a particular market,
    consumer segment or brand, to ensure that all
    business and marketing efforts are relevant and
    effective.
  • It also helps to assess where a brand is now vs
    where it should be heading, identifying cultural
    and communication clues to the future.

CLUES?
Open land Riding free American West
SOURCE The Culture Code Clotaire Rapaille
9
How does CODEX work?
  • An exhaustive analysis is undertaken

CULTURE
COMMUNICATION
  • Participant Observation
  • Discovery Workshops
  • Desk Research
  • Stimulus (Ornico)
  • TV/Film Ads
  • Radio Ads
  • Print Ads
  • Outdoor Ads
  • Semiotic Analysis

10
What are the benefits?
  • Am I on code?
  • Am I off code?
  • Is this a new code?

11
Decoding Fun
RITUAL
PORTION CONTROL
URBAN LEGEND
12
(No Transcript)
13
(No Transcript)
14
Brand Innovation
15
Brand Reinvention
16
The Youth Codes of Identity 06
17
Stoned Cherrie NY Fashion Week 09
18
Understanding Markets
The desk is a very dangerous place from which to
view the world. John Le Carré
  • 2013

19
What is Market Segmentation?
  • Market segmentation is the process of dividing
    consumers into different groups or segments, with
    similar characteristics and needs.
  • If you can clearly target consumer groups, you
    will
  • Increase their usage of your products and
    services
  • Increase customer satisfaction and centricity
  • Increase loyalty and decrease churn
  • Increase brand preference for your offerings

20
Segmentation Objectives
  • The ultimate goal of all marketing efforts is to
    grow demand and therefore profits for your
    business and brand.
  • A segmentation enables you to
  • Develop the most effective communications
    approach to influence and change consumer
    behaviour.
  • Focus your resources (money, time, people) behind
    the most profitable segments, and structure the
    remainder accordingly.
  • Develop relevant product and service innovations
    that are based on sound consumer insights (and
    that are therefore relevant and useful to their
    lives).

A practical tool that can be used every day in
your business workings, to drive growth for your
brand
21
Developing a Segmentation Hypothesis
  • Building a map of how choices are made within
    your market

WHO
WHAT
HOW
Consumer Typology
Brand Repertoire
Brand Rituals Usage Behaviour
Purchase Consumption Need-states
Purchase Consumption Occasions
Purchase Consumption Channels
WHY
WHEN
WHERE
22
Understanding Organisational Culture
Any intelligent fool can make things bigger,
more complex, and more violent. It takes a touch
of genius, and a lot of courage, to move in the
opposite direction. Albert Einstein
  • 2013

23
Business Brand Engagement
Vision
  • For a brand to deliver on its promise, the people
    within the organisation must actively embody it.
  • To do this they must have an understanding of
  • Where the business is going?
  • Their role in delivering the vision and values?
  • The correct behaviours tools to do this?

Mission
Goals
Brand Proposition
Values Behaviours
Customer Expectations
Employee Behaviour
The moment of truth
24
Measuring Engagement
25
Understanding the process of chanege
Source Kubler Ross Change Curve
26
(No Transcript)
27
The Social Sphere
What we need is more people who specialise in
the impossible. Theodore Roethke
  • 2013

28
SAs Vulnerable Children
  • Over 3500 babies were abandoned or deserted in
    2010, and this number appears to be increasing
    year on year (Child Welfare SA estimate).
  • It is estimated that 22 of 15-19 year olds in a
    sample of 10 000 were mothers (24 had been
    pregnant).
  • Although the precise number cannot be determined,
    there are over 2 million children who have been
    orphaned in South Africa.
  • More than 10.3 million children benefit from a
    child support grant, but more specifically
    560,718 foster child grants are provided.
  • This means that at the least two and half million
    children may be in socially and economically
    vulnerable positions that require alternative
    care or protective arrangements to be made.
  • Adoptions are down by approximately 18 from
    2010, with only 2013 adoptions taking place
    between 1 April 2011 to 31 March 2012.

29
National Adoption Coalition of SA
30
2011 Building Awareness
  • Campaign valued at R20million in pro-bono
    services and sponsored media
  • Website ranked no 1 on Google search for
    adoption, with over 500 0000 hits
  • Call centre fielded in excess of 1000 adoption
    related queries in 6 months

31
Adoption Ubuntu
  • Ubuntu, the African humanist philosophy of
    community and humanity, or I am what I am
    because of who we all are, states that no child
    could be left without a family, however, the
    reality is very different in modern day South
    Africa.
  • The low prevalence of marriage in SA (
    vulnerability of single mothers), the weakening
    of the traditional extended family, urbanisation
    and the impact of poverty and HIV/Aids, has led
    to an alarming increase in abandoned babies and a
    preference for foster care

Common Law Adoption Legal responsibility Parental
powers Permanent Inheritance
Customary Law Extended family Bloodline Tribalism
Ancestors Rituals
Adoption is the best possible long term outcome
for orphaned and vulnerable children
Adoption is in contradiction to African social
norms and practices?
32
Understanding the people involved
  • Within this framework 4 kinds of people exist

Spectators Understand, but dont get emotionally
involved in the outcome
Champions Understand and are passionate
committed to solving the problem
CHANGE SOCIO CULTURAL PERCEPTIONS
KNOWLEDGE
Lost Souls Dont understand and dont care that
much about it
Wild Cards Passionate, but dont understand how
they can support the process
INCREASE KNOWLEDGE UNDERSTANDING
PASSION
33
Community Engagement Plan
Holding on
Letting go
Moving on
2. Exploring our communities and scenarios (good
and bad) that could benefit from adoption Focus
on Awareness
3. Exploring how these scenarios can be helped
through the process of adoption and
engagement Focus on Understanding Testing
4 Exploring the Values supporting Behaviours
that will ensure more positive and proactive
engagement Focus on LOVE values
1. Visioning a sustainable community that puts
its childrens needs first?
2. Denial
7. Moving forward
1. Shock
6. Testing
3. Awareness
5. Understanding
4. Acceptance
5. From theory into action What can you do to
help?
The Change Curve - Kubler Ross
34
Exploring every kind of scenario
  • The following scenarios were explored to ensure
    the widest view of the adoption process in SA
    society

No Birth Mother Scenarios Unplanned Pregnancy Options Considered Adoption Parent Scenarios Adoption Related Scenarios
1. Teen crisis pregnancy Abortion Infertility Backstreet/late abortion (dodgy clinics)
2. Rape crisis pregnancy Child abandonment (clinic, home, rubbish dump etc.) Single parent adoption Criminality of abandonment
3. Adult crisis pregnancy Kinship care (parents, grandparents etc.) Sibling adoption (sister or brothers children) Immigrants/refugees (vulnerability)
4. Poverty/destitute crisis pregnancy Foster care Same race/culture (SA) Criticism/ostracism of unmarried pregnant girl
5. Abusive family environment Voluntary adoption Cross race/culture (SA) (RACAP) Alcoholism, drug abuse, crime violence
6. Parent/s death (children orphaned) Childrens Home/ Orphanage Inter-country adoption (global/Hague) (RACAP) Child trafficking prostitution
7. Same sex couple adoption Adult adoptees (reunification challenges)
35
2012 Building Awareness
36
Empowering Communities
  • National Road Show planned for June to August to
    all 9 Provinces.
  • Facilitator Training at the October NAC
    Conference.
  • Partner engagement for greater reach
  • DSD
  • Other NGOs
  • Community Groups
  • Church Cultural organisations

37
Social Change?
  • The quickest way to drive social change, is to
    change the way people think

Turning an agent of death into an agent of life
Pedro Reyes - Palas por Pistolas 2008
38
Thank you
Imagination is more important than knowledge.
For knowledge is limited, whereas imagination
embraces the entire world, stimulating progress,
giving birth to evolution. Albert Einstein
  • 2013
About PowerShow.com