Slideshare thomas burssens - TMD

SEMINAR SLIDE CAST

By Thomas Burssens

Index■ Rebranding Africa (Paul Nchu Ngang)

■ International sales in practice (Eline Blanchaert)

■ Social Storm – 24h Hackaton

■ Cross Generational Marketing (Joeri Van den Bergh)

■ 5th seminar

SEMINAR 1

Rebranding Africa Paul Nchu Ngang – 27/10/’15 – Aula 2 at Kantienberg Artevelde –

15u00-17u30

http://venturesafrica.com/top-10-richest-countries-in-africa/

http://www.borgenmagazine.com/overview-poverty-africa/

http://www.worldatlas.com/webimage/countrys/af.htm










Content Summary – Rebranding Africa Paul Nchu Ngang – 27/10/’15 – Aula 2 at Kantienberg Artevelde – 15u00-

17u30

Who was the speaker?

Paul Nchu Ngang is a Cameroon/Belgian business teacher and manager with a lot of professional and academic experience. He came to talk about rebranding the Africa of now.He believes that Africa is the country of the future having possession over a lot of resources that are really important now but even become more important in the future.His motto was: “make money in Africa and become rich but not on the behalf of other people”

Content Summary Paul Nchu Ngang – 27/10/’15 – Aula 2 at Kantienberg Artevelde –

15u00-17u30 Changing world

The emphasis was put on the fact that Africa is the future (a lot of resources). What he tried to explain with this is that you have to be aware of the fact that if you want to build up a successful business career in the future, you have to be armed and ready to do business in another continent. Important to mention is that Africa is a continent and not a country since mr. Nchu Ngang found that this mistake is made too often.One of the main quotes to remember of the seminar: “Think globally, act locally & change personally”

Content Summary Paul Nchu Ngang – Aula 2 at Kantienberg Artevelde –

15u00-17u30 Africa, the economic reality

A lot of people have a wrong view on how everything is going in Africa, especially economically. Mr. Nchu Ngang mentioned several times during the seminar that Africa is one of the six fastest growing economies in the world when taking a look at the phenomena of all the evolving economies such as BEM, CIVETS, BRICET, BRICS… Africa, which has some countries/cities that are seen as the most expensive places to live, has governments dominated by female, has a huge expansion of the middle class in the last years and has a very young upcoming population. These factors make everybody believe that there is a good future waiting for Africa.Quote: “important for businesses and managers is to not miss the boat to Africa”


15u00-17u30 Example: Angola – Portugal: friendship at

riskThe respect for each other and is a very important factor for the businesses that are going on between the Angolan and Portuguese governments. Recent, there have been rumours that Angola would be thinking about replacing Portugal by China. This news was like a bomb for a lot of Portuguese entrepreneurs and especially in the construction sector. There are a lot of Portuguese immigrants in Angola. The main problems in Angola are that a lot of people must live from two euro a day, there is only a life expectation of 51 years, that there is a huge gap between rich and poor people and especially the severe political corruption Angola.

The Angolan and Portuguese presidenthttp://www.angolaemb.se/informacao/press/press.htm

http://www.angolaemb.se/informacao/press/press.htm




15u00-17u30 7 areas to start a money-making lucrative business in Africa

1. Food industry: this is due to the available resources and potential market2. Electricity: there are huge opportunities in solar power and other new

technologies3. Education: African education is still basic, there are a lot of opportunities to

improve it4. Waste5. Unemployment6. Transport: there is a shortage of reliable transportation which is needed due to

the urbanization7. Shelter: Africa has the fastest growing population, leading to the fact that 100

million new homes are needed to avoid a housing crisis in the coming years


15u00-17u30 China in Africa

The relation between China and Africa is a win-win relationship but there are often more benefits for China than for Africa. The government has to play it very smart and pay a lot of attention to china’s involvement because they have to make sure that China is not taking away the chances of the local people. It’s not because china invests some amounts of money and knowledge in Africa, they should take a lot more of African (natural) resources than the money they invested in Africa. After all, now, Africa is benefiting a lot from the infrastructure (investments) they receive from China e.g. the railway system in Abuja – Kaduna

Railway system in Abuja – Kadunahttp://naija247news.com/2016/02/abuja-kaduna-railway-line-will-be-ready-in-may-2016-amaechi/

http://naija247news.com/2016/02/abuja-kaduna-railway-line-will-be-ready-in-may-2016-amaechi/






15u00-17u30 What do you mean, rebranding?

If you ask people (non-African) what their vision is Africa, they will mostly answer that it’s a hopeless country. It’s time to rebrand Africa so people have the right vision. We can’t know what the specific solution is but we do now that there are some specific factors to take into account like Mr. Nchu Ngang puts the emphasis on the fact that you should go to make money in Africa and become rich but not on the behalf of other people. Take other people with you in your story, don’t abuse them. Not only this but also giving Africa no aids anymore but help them with knowledge, is an aspect that the lecturer thought was very important.Another important aspect regarding the rebranding process of Africa is the process of investing in Africa. Some countries have a growth rate of 6% and some even have double digits at the end of the year. One of the main strengths of Africa are the varied sectors, there isn’t a specific sector that is very promising. The corruption in Africa still very bad but as mentioned by Mr. Nchu Ngang, Africa should fight against it by using zero-tolerance & don’t offer or accept bribery. Income inequality is still a delicate aspect that has to be dealt with. Africa already followed a long way up to today, from being colonial legacies to a hopeless country to an emerging country with less poverty, a bigger middle-class, a higher life expectancy and a government that is willing to invest in infrastructure.


15u00-17u30 What do you mean, rebranding?

Just like any other country, Africa has opportunities/challenges to do business with them: Opportunities Challenges

Labour & youthful population Rising middle-class Opportunities for financial services sector Good telecommunication Agriculture Healthcare- equipment, hospital

construction in particular Energy Transportation

Stereotypes High risk high profit Perception (negative Culture (need to understand it) Handful of fraudsters are very active Cumbersome business atmosphere Difficulty sourcing qualified staff & high

training costs Contract sanctity Infrastructure (bad e.g. internet)Building blocks of Regional integration in AF Can’t move businesses or do business

easily from country to country mostly because of key sub-regional organizations due to trade blocks.


15u00-17u30 Essential to remember for everybody after this seminar

1. Take other people with you in your story, don’t abuse them.2. How can I contribute to the local economy?3. Corruption is not unique to Africa.4. Give Africa no aids anymore, help them with knowledge.5. AFRICA IS THE FUTURE, DON’T MISS THE BOAT!

Content Summary Paul Nchu Ngang – Aula 2 at Kantienberg Artevelde – 15u00-17u30

Is my company ready for Africa?

Africa

Am I willing to travel?

Are you willing to

work with a local

partner?

Do you have

experience in other export

markets?

Are you flexible,

patient and adventurous

?

Do you rely on certain

infrastructure?

Does your product or

service depend on

on-the-ground after-sales service or support?

Do you have time?

(LT-thinking)


15u00-17u30 Intercultural behaviour and communication – Africa

Just like we have seen in the course ‘Intercultural communication (1st year at the Artevelde University), he discussed various factors to take into account when doing business in Africa. I did learn a lot about the practical habits in Africa (handshakes etc.). The most important thing I’ve learned about the way we have to act towards Africa and their people is to go take a look there (don’t base yourself on statistics and rumours), build up a positive relationship and try to be one of them when you want to build up a future with them.

My reflection – Rebranding Africa Paul Nchu Ngang – Aula 2 at Kantienberg Artevelde – 15u00-

17u30 I could describe this seminar as a ‘good new experience’ since I wasn’t familiar with what’s up to date regarding Africa. It also opened my vision about the future of Africa. I’ve always believed that Africa was one of the promised countries but during the years and seeing no real improvement, I was often doubting about whether it would ever be put in practice or not. Not that there are now clear examples of this improvement, but the speaker really pointed out the potential and strengths of Africa that one day will be used and lead to optimal globalization and economic improvement in Africa. Because of and after this seminar, if I would have an enterprise which could have a potential market in Africa, I would make sure that I don’t miss the boat. All this thanks to Paul Nchu Ngang and his great presentation.

SEMINAR 2

International sales in practiceEline Blanchaert – Aula 5 Kantienberg – 10/11/’15 – 15u-

17u30 PART 1: Klingele Chocolats and its growth

Who is the speaker?Eline Blanchaert is a 35-year-old International Account manager at Klingele Chocolade NV in Evergem, Belgium. She has an extended education background going from Economic science to business administration. She started working as a jobstudent at Klingele where she also did her internship. In 2004, she made a business plan for the company and on the day of today, she is already working 11 years for the company. She told us that she knew what she wanted to do since the age of 8 because she grew up in a family of entrepreneurs. Her motto is “if you believe in something, you can realize it”


17u30 Klingele Chocolade

The company was found by Koen Klingele who is a food engineer. He started the company in 1995 which leads to the fact that it celebrated its 20th anniversary last year. Their mission is to produce and bring the best chocolate products with no sugar added and fair trade chocolates to the market.

http://www.vzwhetnest.be/bedrijven/klingele-chocolade-nv/





17u30 The company has two different niche markets:

Brand name “Balance”The Balance products focus on providing the market with chocolate as healthy as it can be to allow certain people who for example are diabetic patients to eat chocolate. Even though they produce these without certain ‘essential’ ingredients, the taste and uniqueness of the chocolate doesn’t get lost.Brand name “Green dream”The ‘Green dream’ chocolate products are blended with unique fruits and fair trade chocolate. They do these because in their opinion, the farmers in the poorer countries should receive an honest price for the hard work and effort they put in the chocolate. The purpose of Klingele with this is that they want to help the local farmers to improve their living standards and increase their welfare.


17u30 The company has two different niche markets:


17u30 The year 2004

In 2004, Klingele chocolade was able to note €2 million turnover of which €1 million in the USA. In total, their products were sold in 11 countries. In that period, a lot of things happened. While they moved to a new industrial area, invested in a new machine park & hired her as a sales person, there was a terrible situation in the USA where somebody died following a low carb diet. The person that died was also eating the Klingele chocolade and even though he didn’t die because of the chocolate, the company lost €1 million turnover in the USA. This was a crisis for the company and eventually, speaker Eline and the company only had one goal left, find new customers.


17u30 Start sales

At the start of its sales, the company its first “balance” brand was the product that had to be sold. Next to that, the company had to find out how they wanted to be sold to the consumers. This is something they did via store-checks which is all about “in what stores do I want be in?”. A good example is that they really wanted to contract Delhaize as a distributor of their product but that wasn’t easy. Essential when trying to find distributors and stores is that you need to be there at the right moment and find the right buyer. For Eline, it took weeks or even months before she could reach the buyer of the non-added sugar chocolates but finally she made it happen that the chocolate could be sold under a private label of Delhaize. In a meanwhile she also had contact with distributor who sells to bakeries


17u30 Start sales


17u30 Conclusion: Klingele and its market structure

■ Don’t sell directly to end consumers (e.g. private label of retail market)■ Use different channels (bakeries, healthy shops, duty free) Where can our product be positioned in the market The distributor who delivers to bakeries■ Distributors■ Retail Belgium (e.g. Delhaize)

http://www.cbsau.com/syspro/distribution-management/






17u30 International export

1. The Netherlands The first country she focused on was the Netherlands. She emphasized that it’s so close but still so different. The first aspect is the difference in distribution. Next to that, she thought it was very remarkable how price focused they are over there. The price is very important leading to the fact that they really go as far as possible to lower the price even to 2 cents. 2. Japan About Japan, she told that they will be very polite and will never refuse in a direct way but still are so severe and strict regarding doing business. They really want to check everything about the products regarding what comes in and goes out of the factory, what can be found in the product, how does the company work and so much more. Regarding procedures, they are very clear in what you can expect and what they expect from you. For the Japanese people, if this doesn’t happen in a professional way, you can forget the cooperation. Conclusion, they are very strict!



3. UAEIt’s a very important market since it’s number one country in the list of the amount of diabetic inhabitants so t’s the perfect market for the Balance products. Why? Because as already said in the beginning, the ‘Balance’ products enable people with these kind of diseases to still enjoy chocolate with a unique flavour. When negotiating with these countries, it’s so important to acknowledge that it’s a totally different culture. Sometimes they disappear because they are going to pray or another example is that hand shaking isn’t allowed. All these things are essential if you want to cooperate with them.4. Sweden and GermanyPunctuality is essential regarding these countries. If you want to make sure you don’t lose a customer of these countries, be punctual. For example, if you arrange to call or meet somebody at 02h00, don’t meet or call at 02h05. Next to that, they are very strict in their requirements. For example, the catalogue they receive from Klingele has to be in German because they see it as a form of respect.



5. Australia (and a lot of other countries)When doing business with companies from these countries, take into account the big time difference. Next to that, these types of people always try to keep a balance between business and fun by for example having a party when you come over to do business. This often leads to the fact that it’s hard to talk about business related things.6. United States of AmericaThey are very friendly and positive when they do business with you but when it’s finished you don’t hear anything anymore from them. They experienced this in the past


17u30 The evolution from 2004 to 2015

2004 2015

2 000 000 TO 1 000 000 USA 5 000 000 TO 30% Belgium, 70% abroad

11 countries 45 countries

New industrial area New building (expansion)

Invested in a new machine park 3th production line

Hired me as a sales person 2 extra sales persons internal salesLost 1 000 000

Crisis

And now? 1 goal: find new customers


17u30 PART 2: How to do business internationally1. Know your product/the market & determine your strategy Product: The marketing mix

1. The price needs to be right1.a. exchange % is also very important because they always charge their customers in €. Sometimes they can’t do

business with countries because of the value of their currency.2. It requires a lot of different languages on the different products to target the broad customer group.3. Place: the country you want to sell in has to be compulsory too, this can change over the years.4. Promotion: they often give this responsibility to the selling agents in the countries where they are active in and

they also focus on social media because they really believe in its strengths. 5. Prayer (religion) is an extra ‘P’ they take into account for example when they do business in UAE.

MarketIt’s essential to know who your competitors areMarket information every market is different, e.g. in Sweden (Scandinavian), organic is bomb / UAE n° 1

country of diabetes Strategy

Focus on the countries and take into account the different aspects of each country.Differentiate yourself from the competition. Make sure when a potential customer asks itself why it should buy your

product and not the one of the competitor, they know why.


17u30 How to do business worldwide2. Exhibitions Preparations

Good exhibition (exhibition is a place where you can meet a lot of people)The right exhibition is an exhibition where the right people come to for youHer perfect exhibition is business 2 businessWho exhibitWhat place? Make clear appointments with people so you’re sure they will be there

The fair itselfTake notes and use a fiche so they remind what their opinion was about the productBe on your best and make them have a good image of you because they link your

personal image with the company First impression is important

Exhibition all over the world


17u30 How to do business worldwide3. Flanders investment & trade VLEV’s all over the world (they can help you with international trade, for example

do a store check for you) Provide support on exhibition Provide you with market info Support on business trips

They organize ‘Expert days’They invite the persons from abroad and arrange meetings with them so you can ask

your questions to them, see if they can do something for you. You see them all in 1 day. “Leeuw van de export”


17u30 How to do business worldwide4. Follow-up You have to keep contact, thank them and keep following them up until you get

concrete in doing business with them. E.g. when you can’t reach them via mail, try to reach them via phone because it can help a lot. Next to that, Keep in contact in the way the client wants (whatsapp…).

Make good arrangementsSpecially to establish a good LT-relationship

Use contact fichesThey have a database called ACT that keeps everything (price offers, phone

number in the database as a reminder). It can be essential when for example when you want to know about what we said in the conversation 1 year ago.


17u30 How to do business worldwide5. Sales on its own will not lead to turnover TEAMWORK is essential

Everybody has its strengths and weaknesses. By feeling each other and working all together you can accomplish things. Sales is together with production

You need a good relationship between the sales and production department6. Stay up to date Market changes constantly Currency rates change constantly Political problems

A good example is that since the beginning of the year the cooperation with them stopped because of the political problems Push: actively looking for new customers Pull: customers are looking for products


17u30 How to do business worldwide5. Sales on its own will not lead to turnover TEAMWORK is essential

Everybody has its strengths and weaknesses. By feeling each other and working all together you can accomplish things. Sales is together with production

You need a good relationship between the sales and production department6. Stay up to date Market changes constantly Currency rates change constantly Political problems

A good example is that since the beginning of the year the cooperation with them stopped because of the political problems Push: actively looking for new customers Pull: customers are looking for products


17u30 How to do business worldwide

7. Networking and keep your eyes and ears open Business cards are essential to use yourself but also to show respect for somebody else. Take notes Do something with the contacts Register on LinkedIn

http://www.medicaltourismcongress.com/networking/




17u30 New customersThe question is, “when do you have a new customer?”. It depends how you see it, it can be when they tell you they are going to order, when you actually receive an order or when they promise to order big quantities. Well, at Klingele Chocolade, it’s when the money is on the bank account. This is because of the principle that Klingele doesn’t produce before the money is on the account. They think this is essential because there are a lot of fraud businesses and managers.

http://businesstimezone.com/?p=6037




17u30 Advantages and disadvantages of doing business worldwide

Advantages Disadvantages

Never boring Personal contact is better than contact through mails

Business never sleeps Belgium too small (especially for niche markets)

Exchange rate Exchange rate

My reflectionEline Blanchaert – Aula 5 Kantienberg – 10/11/’15 – 15u-

17u30 I can describe this experience for me as positive and very informative. I really enjoyed listening to a person who is coming from Artevelde and has made her way in the business world. For me, it more was kind of motivational to hear about her and the story of the company. On the other hand, she also mentioned very interesting aspects for doing business worldwide that I will absolutely take into account. An example of something I’m really going to use are the fiches they use to note all important things down about a conversation they had with a person to make sure they don’t forget anything about it. During the seminar, I had a question about a chocolate company that I used for a number of my assignments last semester and she gave me a very clear answer for which I had been looking a while. In general, I’m very happy that I joined this seminar because it was first of all very relevant to the courses we are following and next to that, it was also very informative to learn and hear about a lot of aspects in international bussines from another perspective.

SEMINAR 3

Social Storm – 24h Hackaton20/11/’15 and 21/11/’15 – Kantienberg Artevelde

What?Social Storm is a global hackathon competition connecting young people around the whole world with the purpose of tackling global problems through cooperation, innovation and entrepreneurial thinking.The university students that participate from Universities all over the world a opposed to global social challenges which they have to solve with their team by creating a sustainable solution. These are challenges that are very realistic and present in society worldwide. By using digital communication tools the student don’t need to leave the campus. The purpose of this hackathon is to show how people can use technology to easily communicate and how everybody can help to solve problems in all communities worldwide. Within the intensive 24 hours you will need to work with your international team to develop a business solution to help solve the social issue.


Why is this topic part of my professional interests?There is a simple reason why this really interested me and why I participated. I did this because I am very interest in everything that has to do with entrepreneurship, innovation and tackling challenges. When I read the information about the contest, I was certain that it was something for me since I’m passionate all topics related to these types of assignments and challenges. I think it’s very important that people try to develop as much innovations as possible that not only make a lot of profit but also improve the global community in general. This is what the contest was all about so that’s why I decided to participate.


The challenge of my group:Find a sustainable and technology based solution for the gender inequality in the world. Examples of gender inequality:

No education for womenhttps://ask.naij.com/education/importance-of-education-for-women-in-nigeria-5-top-reasons-i23390.html

No ownership of land for womenhttp://www.un.org/africarenewal/magazine/special-edition-women-2012/women-struggle-secure-land-rights

https://ask.naij.com/education/importance-of-education-for-women-in-nigeria-5-top-reasons-i23390.html



http://www.un.org/africarenewal/magazine/special-edition-women-2012/women-struggle-secure-land-rights





Our solution: OneVoiceA 3 minute pitch can be found and seen on YouTube to discover our

project.https://www.youtube.com/watch?v=4IOCDD4gfrw

This project set out to eradicate gender inequality and encourage empowerment of women through the social initiatives such as sports. Here encouraging core values of equality, respect and co-operation between genders as well as promoting a more open and accepting mind-set towards gender from a young age.

https://www.youtube.com/watch?v=4IOCDD4gfrw



My reflectionHackathon – 20/11/’15 and 21/11/’15 – Kantienberg

Artevelde I would describe this experience for me as fantastic, very useful and very challenging. When I subscribed myself and started the contest, I didn’t think that it would be so challenging and hard to be focused on a job for 24 hours. This hackathon learned me something about knowing yourself and respecting your body and sleep in order to be able to work as efficient and effective as possible. I thought I could make it to work 24 hours without sleeping but when the morning came at 07:00, my brains and body told me it was time to rest causing a big loss of productivity. On the other hand, it was a great experience to work 24 hours with international open-minded people over ‘Skype’. For me, virtual communication appeared to not be that easy but essential in business life where these types of meetings and brainstorming sessions occur frequently and are definitely needed. In my opinion, it was very positive that we were challenged to work on a social problem in the world because young people with an open mind and vision can often lead to a sustainable and efficient solution for problems that haven’t been sold yet.Finally, it was great to end up 8th out of 21 teams.

Pictures 20/11/’15 and 21/11/’15 – Kantienberg Artevelde

SEMINAR 4

Who’s up next (Cross-generational marketing)

Joeri Van den Bergh – 01/03/’16 – KNT L.03.01 Artevelde – 15u00-16u30

Who was the speaker?Joeri Van den Bergh is the co-founder of InSite Consulting which is a (marketing) research agency that focuses on the different generations of people and what type of role this plays when doing marketing. In his company, he is what is called ‘Gen y Expert’.



PART 1: NXT GenSome introduction facts

■ People born between 1996 and later are called Gen Z■ People born between 1977-1996 are called Millennials or Gen Y■ People born between 1965-1976 are called Gen X■ People born between 1946-1964 are called Baby boomers■ People born before 1946 are called The silent generation■ People in the NXT Gen get money earlier so they can spend it

earlier – they are only saving 20% anymore and spending 80% on clothes and other ‘fun’ gadgets.



The power of NXT GenWhat does NXT Gen influence the most?

The power and influence the next gen is the money they receive from their parents, but eventually this is the biggest weakness of the parents nowadays.

In general, NXT Gen not only receives money on an early age but they also have a very strong influence on food, technology, holidays, TV and whatever that is purchased at the parental home.

Fun fact: despite of the digital revolution, the NXT Gen still influences the food even a little bit more than technology

The influence NXT Gen has isn’t limited to only influencing the purchasing behaviour of the parents but they also influence the behaviour and demographics of the people around them from all other generations, not only at home.



DNA of the NXT GenGen Z is characterized by being the generation that is messaging the most while watching television. This is something very specific to the youngest generation.Not only messaging but also multi-screeining is a real phenomena nowadays which is done a lot by all young generations.

Most word used in texting■ LOL in 2013■ Haha was in 2014■ Love you in 2015■ Research has led to the conclusion that people who use more

emoji’s when messaging or on social media have more sex

http://www.shutterstock.com/pic.mhtml?id=182518145&src=lb-28867591






Emoji’s in marketingIkea developed their own library of emoji’s which was a huge success with the customers of Ikea. There is also the French clothing brand Collete that used symbols of Mcdonalds in their latest clothing line. Mentos is also known for using emoji's for their marketing.Ephemeral media: (e.g. Snapchat) The use of pictures in texting while these pictures don’t last. Important fact is that it expires so you must be quick to see it so it draws the attention. The attention span of youngster is about 8 seconds so it’s important to be within those 8 seconds to have/keep their attention Sprite putted prints with their Snapchat code on their cans to make people connect with their account by which they are able to use this free channel to do advertising Vine adapts to this by making videos of 6 seconds because It’s hard to be bored within 6 seconds(sources of the symbols: http://www.huhmagazine.co.uk/9382/colette-is-collaborating-with-mcdonalds-on-a-clothing-collection and http://thedailycloth.com/fashion/colette-x-mcdonalds-clothing-collection/

http://emojipop.net/id540

http://www.huhmagazine.co.uk/9382/colette-is-collaborating-with-mcdonalds-on-a-clothing-collection

http://www.huhmagazine.co.uk/9382/colette-is-collaborating-with-mcdonalds-on-a-clothing-collection

http://thedailycloth.com/fashion/colette-x-mcdonalds-clothing-collection/

http://thedailycloth.com/fashion/colette-x-mcdonalds-clothing-collection/





The age of impatienceWhat do they mean with TL;DR? This abrevation stands for ‘Too Long: Didn’t Reach’ by which

they clearly point out that we find ourselves in the age of impatience.

We don’t want to wait and we want to be the first on to see something.

This is why youngers always look for television content online because they cant wait until it comes out.

Fun fact: in American shopping malls, there are fast walking lanes and slow walking lanes.

‘Shrt frmnts’It’s a creative marketing and advertisment execution to keep your attention by which the message is conveyed to you in the first 5 seconds and by which you see the brand all the time.

http://slowalk.tistory.com/1912





The on-demand experienceWhy are companies like Uber very popular and succesfull nowadays? Today we find ourselves in an on-demand era where people want everything to

be very easy, fast, personalized and especially whenever and wherever they want it to be. Next to that, people wants that it’s not too expensive and that it’s delivered at their door step.

The physical tash button is a button that you have to press which than automatically orders the product.

Let’s get PhygitalYou have to wait 4 min for your coffee at Starbucks and they even did develop an app where you can order and pay before you are at the shop/bar so the 4 minutes are reduced to 10 seconds. A lot of people might think it’s too much but this is how you have to target the youngest generation in order to be succesfull.



Conclusion PART 1Anything that cuts costs will stay but we don’t want to make time anymore to do things that we didn’t choose or we don’t want to do ourselves. It’s important to know that the NXT Gen influences the other generations because they have to adapt to them if they want to stay in touch for example with their children or grand children. Other generations just don’t have another choice than to adapt.

http://www.brandingmagazine.com/2013/08/29/tips-on-targeting-generation-z/







PART 2: Dreaming of a better societyWho is most in favor of gender equality?

The ‘Baby boomers’ pay more attention to gender equality and very surprising for everybody is that the people who pay the least attention to gender inequality are the youngest people. An example is where Brad Pitt and Angelina Jolie have a kid Shilo (girl) who preferred to be a boy so they changed the name to John. All this is possible nowadays while during the time of the ‘Baby boomers’ this would have been impossible This makes us conclude that it’s all about the perception of the society e.g. Miley Cyrus saying that gender is fluent. Another example is when last summer (2015) hipster boys started wearing the “boyfriend jeans” which are actually pants for girls. More and more clothing is ‘unisex’ nowadays.



Traditional part of societyDisney is a very traditional brand (e.g. beautiful women cleaning the house and cooking, rich guys drive nice cars or nice horses…) In 2009 they changed this traditional approach with a new movie: princess & the frog In 2013 there was Frozen which is the best sold movie of Disney ever about female

bonding

Conclusion? Society is changing and becoming more female! Barbie created the ‘Barbie entrepreneur’ targeting 5-7-year-old girls. They did this by creating a flow chart to explain to the kids what an entrepreneur is. They all did this because Barbie was still very traditional towards women (cooking, cleaning…) and this made them lose a lot of market share. Now the brand behind Barbie produces new figures (female super figures) because they noticed that the traditional approach isn’t succesful anymore



Procter & Gamble “Like a Girl” campaignProcter & Gamble copied the Dove campaign released by Unilever who is their largest competitor. With the “Like a Girl” campaign they put the emphasis on the fact that girls are more than just the ones that clean, cook and look after the animals.Who’s most concerned about health problems, virus outbreaks and global

problems?The youngest ‘Gen Z’ generation is. Terrorism is one of the first things people would change if they were a world leader Economic crisis is second Global warming is thirdThe youngest people are really willing to change global warming, racism and so much more by being more aware of everything that happens around them. Nowadays, many brands are starting to recycle collected plastics for example G-star who is making jeans out of it.Fact: Young kid of 17 years old found a method to clean the oceans (40% less waste by 2020)


Joeri Van den Bergh – 01/03/’16 – KNT L.03.01 Artevelde – 15u00-16u30 I’ve made it

Gen X are people who made it in life (driving a nice car etc.)We’ve made itMillennials want to create collectivism because they want to reach things together (e.g. Flash Mobs)I’ve made it (= ME-CONOMY)Gen Z wants to create the things themselves leading to a hyper-customization market where co-makership is a way of targeting consumers (e.g. Lays). Now brands often even create hyper-personalized bags (personal picture on the bag) for Gen Z consumers Oreo also allow customers to personalize their packaging for $5 extra and Purina let’s you personalize the nutrition-plan of your dog which is than delivered at your home with the picture and name of your dog on it. Minecraft is very popular with young children because they can create their own world/spaceI can’tNowadays, imperfections are the new perfections e.g. Craft Foods who spent 2 years to adapt their machines so that they could cut the meat in such a way that it looks like you’ve cut it yourself New Nike campaign where they not only focus on perfection anymore (“just do it”)

My reflection (Who’s next up) Joeri Van den Bergh – 01/03/’16 – KNT L.03.01 Artevelde – 15u00-

16u30 If I take a look back at this seminar, I can say for myself that it taught me a lot of new things and it really surprised me how important the role of the different generations is regarding marketing. I had never thought about it like that but after following this seminar, it totally makes sense too me. I was really curious about attending this seminar because it was recommended and postponed a few times but it really didn’t let me down. Since I’m busy with my own start-up too, it made me aware of some important factors I have to take into account when targeting my customers, who are situated in Gen Z. From now on, I will be able to take a look at marketing from another perspective than the traditional one. In my opinion, this seminar was also really relevant because he was often going deeper into aspects related to digital marketing and since we are living in a digital era, this is very useful. For me, it was also very positive that the made and brought a very concrete and ‘efficient’ presentation with which everything was clear without talking for 2 hours. In general, for me it was a great experience to hear more about cross-generational marketing.

SEMINAR 5

When digital becomes human Steven Van Belleghem – 26/04/’16 – A4 at Kantienberg Artevelde –

15u-16u Own research on the topic:■ Steven Van Belleghem its book and seminar will be about the urgent need for

an extreme transformation of the customer relationship. ■ We in a world of self service, big data, customer automation and the integration

of the online & offline world. If your organization fails to implement the digital relation, your future becomes very uncertain. Succeeding in the digital transformation will not be enough. As a consequence of the digital evolution, there is also a need for the human transformation of your customer relationship.

■ Thinking about the role of humans versus machines, thinking about the role of the warm human touch and considering the power to connect people with people, are the key challenges in this domain.

■ Source: on 26/04/2016, retrieved from http://stevenvanbelleghem.com/books


15u-16u Who was the speaker?

■ Steven Van Belleghem is an expert in customer focus in a digital world. He is a popular speaker at home and abroad. Steven takes his audience on a journey to the world of modern customer relationships in a clever, enthusiastic and inspiring way.

■ Steven is the author of three bestselling books. He became known for his first book, The Conversation Manager. He also wrote The Conversation Company and his most recent book, When Digital Becomes Human. When Digital Becomes Human received the award of 'Best Marketing Book of 2015'.

■ He is a partner in consultancy firm Nexxworks, co-founder of Zembro and the co-founder of content creation company Snackbytes. He spent the first 12 years of his career as a consultant and managing partner of the innovative market research company InSites Consulting. During that time, the company grew from 8 to 130 staff with offices in 5 countries. Steven is also a part-time marketing professor at Vlerick Business School.

■ Source: on 26/04/2016, retrieved from http://stevenvanbelleghem.com/about


15u-16u Humans are becoming digital

If you didn’t buy a technological tool in the latest 3 months, you are not a part of today’s society. The adoption curve is getting shorter and shorter

The story of WhatsAppThe owner of whatsapp wasn’t good enough for Facebook. This disappointment gave the founder of WhatsApp the strength to develop the application. Afterwards, Mark zuckerburg bought the Whatsapp concept and offered him a job within Facebook. At that moment they told he was crazy but nowadays everybody understands why he did it.

Machine learning or deep learningMachine learning means that you don’t program the computer anymore but you give them an assignment and within 15 minutes it broke the best performance did by a person.Deeping mind was acquired by Google and made all that self-learns e.g. The first arcade game: SpaceInvader


15u-16u Self-driving car & driverless trucks

An example is Uber who plans for driverless cars and they hire hacking and robotics experts. Uber is not only a taxi app anymore, they want every car in the world to be an Uber car. The only thing they need to do to achieve that is removing the most expensive thing of the car and that’s the driver. They want to kick out the drivers so they can conquer the world in a cheap way.Tesla has the most advanced self-driving software – the automatic pilot – that can just be downloaded within the existing cars. The problem with this is that they are too safe currently. We Europeans always see problems and ask typical European questions. We want to have danger in traffic so we are going to hate these self-driving technologies.Quote: “All these self-driving things will improve the speed of life”


15u-16u Everything gets digital

- 56% of Zalando its sales is done via mobile. In the next years, the offline world will be completely digitalized.

Customer relationships and servicesThere is more and more evolvement to real time and pro active customer service. E.g. Smart Central Heating systems will announce failures in its

performance or system.What is the consequence of the digital transformation?

The human transformation: human connection becomes scarce nowadays e.g. the human people are the premium service in a bank and the technology is standard when the balance between human and technology will be good

digital becomes human leading to extreme customer centrality.


15u-16u There are 4 pillars to describe new and strong customer relationships

1. Convenience is the new loyalty• Booking.com it’s very easy, you can cancel up to 24 hours, there are

fantastic filters and it’s cheap but the question is, are people in love with ‘booking.com’? No, if there is a cheaper or better solution they will switch over night

• You have to make stuff that works• It has to be fast easy and fun, simplicity is key• E.g. Amazon developed push buttons which you have to press, the product

is then directly put in your cart and is delivered 1 hour later.• E.g. Model 3 by Tesla, it’s so simple to buy it online they sold 375 000

pieces in 3 days. Simplicity is one of their key drivers



2. One size fits none:• The segmentation people or businesses are doing with a lot of people and they say that

a lot of people are the same and we should now it’s not true => eventually, everybody is different.

• Segmentation: you generalize a certain group 3. Contextual understanding:

• Youku Touda can be compared to Youtube & Netflix in one. The reason why Amazon bought this company is DATA, imagine what you could

do with the data retrieved from the Youku Touda platform.• Onefootball the only thing they ask is which team is your favorite one and based on

that data, they can offer you the perfect products on the perfect moments, E.g. when your favorite player scores, they will offer you a shirt of him at a small discount.

All about understanding the customer’s context



3. Boundless experiences:• Time/place doesn’t matter anymore in business• People don’t want to do a lot anymore and want life to be made as

easy as possible• Samsung, Uber, Cyanogen are all companies that perfectly play with this

aspect. The combination of these 4 pillars are what he thinks that make the difference in the digital world.


15u-16u Example of a digital innovation where the 4 pillars perfectly come

together: • Disney world you receive a bracelet that does everything for you. Entering

the park, entering your hotel and your way of paying all in one bracelet. They are ‘magic money’ makers because people with the bracelet spend 30% more than people without.

• Shopping, eating, making reservations etc… everything is automated with the bracelet.

PROBLEM?One negative aspect coming from the world of automation is that the level of

customer expectation keeps increasing and will keep increasing without stopping.


15u-16u VERY IMPORTANT: there are 3 areas where we can make a difference as

humans• EMPATHY• PASSION• CREATIVITY The more digital the world becomes, the more scare these three areas

become• We must make sure that everybody knows that the human part makes a difference

Computers personalize it, humans make it personal Computers predict, humans surprise Computers deliver, humans over-deliver

• QUOTE: “Give your human employees a guideline but don’t give them a script, this will make them go for the extra mile”.


15u-16u CONCLUSION

humans are not equal to computers, they both have their pros and cons but humans will make the difference in the future. Let computers do the

operational work and let humans work on the emotional part. E.g. Pharmacy robot picks medicines, pharmacist works on customer relations


15u-16u My reflection on this seminar

In my opinion, this was the best seminar I have been following. Next to the fact that he really tries to teach his audience in a convincing way, I really liked his way of presenting the subject. For me, it’s not my main interest but still I was following everything he said closely from the first until the last minute of the seminar. It was a great experience for me to be introduced to the digital world from another perspective and learn about the importance of technologies and data. For me, the part where he was putting an emphasis on the fact that humans will still make the difference in the future was my favorite part, I learned about the ideal balance between a human’s capacities and technologies. After the seminar, I kept thinking about everyhting he said which allowed me to keep learning about the subject long after the seminar.