Clicking
MKT 4606 Strategic Marketing
Week 5
By
Vincent Fok
Dept. of Marketing
Oct., 98
What is Clicking?
• The RIGHT combination of products
for RIGHT customers --> make them
satisfy
• Just like cracking a safe
• 16 Trends to Inspire Products and
Services Ideas
Vincent Fok, MKT 2
Safe at Home
1. COCOONING
• A response to fear
• Alarm Systems, Bodyguards
• Delivered Pizza, Watching TV
• Take Pride in their homes
• DIY, Gardening
Vincent Fok, MKT 3
With Those We Know
2. CLANNING
• Know everyone
• Similar interest rather than location that
matter
• Healing Clans
• Co-housing
• Megastores, Cybercafes
Vincent Fok, MKT 4
Spirituality Helps
3. ANCHORING
• Chicken Soups
• Buddha, Self-development, Yoga,
Gregorian Chant
Vincent Fok, MKT 5
Taming the Rat Race
4. 99 LIVES
• Innovative pd. & services helping
people to save time & efforts
• Imaginative retail combinations:
Supermarkets w/ ATM, Laundromats
• Dual-purpose pd.: sports walkman w/
calorie counter
• 24 hr. bookstores, late bank branches…
• Services thru’ computers
Vincent Fok, MKT 6
Leaving the Rat Race
5. CASHING OUT
• Seek a simpler life
• Make their dreams happen
• Home-office equipment retailer
• Character Loan from Citibank
• Moving to country-side
• City Slickers
Vincent Fok, MKT 7
Just Survival Isn’t Good Enough
6. BEING ALIVE
• Staying alive is not enough, Quality of
life matter
• Health foods, sports drinks, jogging…
• McDonald + Herb tea
• Homeopathic medicines
Vincent Fok, MKT 8
Fantasies, Pleasures or Small
Indulgences
7. FANTASY ADVENTURE
• Life is short, let’s take a break
• With or w/o leaving home
• Voyages to Nepal or Amazon
• Pubs, strange food
• 4-wheel Rovers
Vincent Fok, MKT 9
8. PLEASURE REVENGE
• Tired of being proper: eating healthy
and exercise
• Steakhouses, fur coats and sun bath
9. SMALL INDULGENCES
• Spend money on themselves because
they deserve
• Fancy pen, Portuguese tart
• Down-scale and rework big-tickets
Vincent Fok, MKT 10
Going Back to the Innocence of
Youth
10. DOWN-AGING
• Refusing to do what’s proper for their
age
• Further study & Disneyland
• Looking young, feeling young and
acting young
• Skin treatments
• Something they buy when they were
young Vincent Fok, MKT 11
The Era of Female Think
11. FEMALE THINK
• Recognize gender differences
• Female versions of pd.: e.g. daily
vitamin for women
• Only smaller, lighter, more fancy?
• Anti-macho attitude
• Teams, not hierarchical; Consensus,
not competition; Process, not result;
Relationship, not one-night-stand...
Vincent Fok, MKT 12
12. MANCIPATION
• Free to do whatever they want
• Househusband
• Adjust products those are designed for
women
Vincent Fok, MKT 13
Marketing to the Demanding
Ones
13. EGONOMICS
• They are not numbers
• “Flight Experience”: when to eat
• Bring the stores to customers
• Self-expression
• Graffiti on the table
Vincent Fok, MKT 14
Goliath Don’t Frighten Anymore
14. VIGILANTE CONSUMER
• Not believe in ad., gov’t and
corporations
• Boycotts
• WOM & Newsgroups
• Act before it is too bad
• 24 hr. complaint hotline
Vincent Fok, MKT 15
15. ICON TOPPLING
• Replace the crumbled icons
• Lead the toppling
• Private schools, tutoring schools
16. SOS (SAVE OUR SOCIETY)
• Recycling, biodegradables, electric car
• The Body Shop
• Human rights & human exploitation
Vincent Fok, MKT 16
How could Banks Adapt to these
16 Trends? (A Case Study)
• ATMs not safe at night • Any joy in the
• Strangers in banks process?
• Dull and boring • ATM, phone banking,
bankers home banking..
• No pleasure revenge • Bank run on
possible procedures
• Nothing spiritual • Charity donations
• “Next (please)” • What do a bank mean
• Customers are one of to you?
the numbers
Vincent Fok, MKT 17
Make Banks On-Trend
• Phone banking: • Mobile banking
cocooning services (go to the
• Special services for customers)
clans with sp. needs • Character loans
• Co-op. W/ travel • Donations
agencies • Recycling
• Entertainment for
waiting lines
• Private Banking
Vincent Fok, MKT 18
Summary
16 Trends:
• Keeping the World Out
• Making Life Better
• The Joy of Living
• Her and Him
• Me
• The Fearless Citizen
Vincent Fok, MKT 19