Seminario de markeitng

Cocreacion como estrategia de innovacin en marketing

Encanacion Andres Martinez

Hoy, lunes 13 marzo, a partir de la hora 17.00, en el Salon de grados de la

Facultad de Ciencias Sociales tuvo lugar el seminario de marketing que nos
presenta el mundo de las nuevas tecnologas y el uso de las redes sociales,
que son claves para la co-creacion y la interaccion de la empresa. Hoy en
dia, estamos mas conecdatos, mas unidos entre nosotras a travs de los
redes sociales.
El seminario de markjeting se centra en el sector de la moda y
comlementos, en concreto cen empresas de Espana.
El cliente es siempre cocreador. El cliente siempre busca valor.
Si quieremos hablar de cocreacion tenemos que ver tener en cuenta el
cambio
Hablamos de cocreacion no solo cuando estamos personalizando un bote de
refresco, un coche o zapatillas, sino tambin cuando damos nuestra opinin
para mejorar los productos, cuando nos quejamos sobe los malos servicios o
cuando

El hecho que un usuario participe en la decisin productos van a haecr

parte de una lnea de produccin, tambin hablamos de cocreacion. Mejorar
el producto para qu? Mejoramos el producto para nuevos prototipos, para
generar nuevos productos.

Segunda parte del seminario

Dara.sarti@unifi.it- intreaba despre prgram de practia
New challanges of hr department whn rewarding people . Intensive
competition, new technologies, togethe with changing employee
demografics request for innovation in rewarding employees.

People dont want only payment, hey would rathr want another servicies as
well. Companies want employees that are engaged, that are engaging in
they work.

A new managerial fisolofy for employersemployers dont need that only

their physical needs to be acomplished, but they also have another needs
as training, reward as trips, gifts and recognizing ther value in the Company.
Trends in market research for the fashion brands

Like other industries all the traditional qualitative an quantitative research methods are used for different
marketing purposes in the fasihion industry
We will focus in 2 emerging research methodths
1. Netnography, that is more an mores use
2. 2. Neuromarketing, that is rising
a) The emerging role of netnography for the fashion industry
When it was propose?

What is netnography?
Is a quilitatitive methodology
- It adopts ethnographic techniques to analyze an understand consumerbehaviours emerging from txts
produced by online communities
- Like etnography ti is based on

Research methods

- It can be easily integrated with other qualitative research (such as focus group an interviews)
- It can be easily integrated withs some quantitiative nethods, such as text mining
Text mining is a quantitative methodology used to extract information form resltively larg3
amounts of textual data draws form corpus lingistics, using pllications to extract new types of
information thus going a step beyond simple information retrieval

How does the internet impact the fashion industry?

- Social media and UGC impacte don how firms communicate and sell to the market
- Online shops are gaining shares for fashion brands
- Offline vs. Online?
When netnography could be useful for market research in fashion?
- It has a particular importance to sutdy many Brand related issues such as Brand associations
- Moreover, the analysis of the match between Brand image and Brand identitity represents a
particularly relevant issue
What are potential sources for netnography?
The blonde salad
- A relevant source of information are fashion blogs. They create an share contnts on fashion
tems with final consumers.
- Fasion blogs can not be een as an unique model
- fashion blogs that stem from the passion of a single person
Fashion blogs contain texts written by both experts an enthusiasts (consumers) and are richer
tan those found in fashion frums, another potential source of information

What is the process?

Integrtion of netnography with techniques of text nining: a case study*
A research problema for the company
What is the Brand image emerging from the internet?
A case study to compare luxury brands
- Valentino
- Dolce&Gabanna
- Giorgo Armani

The structure of the research process

The structure of the research process to analyze Brand association is articualted into the followings
phases:
a) Identification of data sources
Identification of sources of online data
- The selection of a fashion blog rather tan a fashion frum could guarantee better information
- Criteria for selection:
- A) that ranks highly according to criteria used to idenfy succesful blogs
- that contains posts/comments on well known fashion brands, available for many years.

b) Data collection and compilation

- Collection of data represented by blogs posts/ comments; then compilation of data into a specific blog
corpus (in the form of Word text file)
- Blogs post/ comments are copied in a Word text file and a rashion blog corpus (FBC) a containing three
subcorpora (Word file texts), one for each fashion brand

c) Data analysis
1. Text mining semantig field analysis
Use of a text mining software ( some phrases are needed befrore elaborating texts)
A semantic fields in large fons are more significatives
2. Netnography identify Brand association categories
Use of netnography to identify specicfic categories of Brand associations that can be linked to the different
semantic fields.
3. Text mining exploring differences in Brand associations
Application of WMatrix software to identify the difference emerging from the blog corpus in Brand
association for each companies analyzed

d) Data interpretation
In order to contextualize the results and understand their implications form the perspective of company
management, they should be interpreted with refernce to company performance indicators and Brand
related issues.

Riesgos de la etnografa
- All fashion communities are online? No there is not all online
- How to correctly identify the fashion consumers?
- It is posible to generalize? No, you caught groups but there is not the opinin of everybody

THE EMERGENCE RETOS OF NEUROMARKETING

NEUROMARKETING: the use of neuroscience to understand consumer behaviour

- What methods? Eeg-biofeedback, eyetracking, neuroimagining by menans of functional magnetic
resonance imaging
Neuromarketing in fashion?
- Mapping the behaviour in the internet
- Test the markentin communication message
- Teste other reserarch means
- Identifying the correct pricing
- The management of the stores ( un libro que se llama neuroshoping)