{"id":17536,"date":"2024-07-03T23:07:13","date_gmt":"2024-07-03T21:07:13","guid":{"rendered":"https:\/\/insummit.pl\/2022-2025\/?page_id=17536"},"modified":"2024-10-03T14:30:07","modified_gmt":"2024-10-03T12:30:07","slug":"pov-jestes-zetka-na-zakupach","status":"publish","type":"page","link":"https:\/\/insummit.pl\/2022-2025\/program-2024\/pov-jestes-zetka-na-zakupach\/","title":{"rendered":"POV: jeste\u015b &#8222;zetk\u0105&#8221; na zakupach"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"17536\" class=\"elementor elementor-17536\" data-elementor-post-type=\"page\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6aee662 elementor-section-full_width elementor-section-height-min-height elementor-section-height-default elementor-section-items-middle\" data-id=\"6aee662\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;gradient&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1afe9a0\" data-id=\"1afe9a0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-e30a696 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e30a696\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-c1c8baa\" data-id=\"c1c8baa\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2274559 giz_program_tytul elementor-widget elementor-widget-text-editor\" data-id=\"2274559\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tPOV: jeste\u015b &#8222;zetk\u0105&#8221; na zakupach. O komunikacji do m\u0142odych w kontek\u015bcie marek w\u0142asnych\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce57bfb giz_program_tagi elementor-widget elementor-widget-text-editor\" data-id=\"ce57bfb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tpokolenie Z, m\u0142ode pokolenia, zmiany zwyczaj\u00f3w zakupowych, redefinicja konsumpcji, nowy konsument, brand experience, value for money, marki w\u0142asne, insighty konsumenckie, komunikacja\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-998b7d7\" data-id=\"998b7d7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5e961b7 elementor-widget elementor-widget-text-editor\" data-id=\"5e961b7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tMARKI W\u0141ASNE\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7e7cf elementor-widget elementor-widget-text-editor\" data-id=\"1a7e7cf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span style=\"font-weight: 300;\">SESJA MODEROWANA<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e2bc11b elementor-widget elementor-widget-text-editor\" data-id=\"e2bc11b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<span class=\"giz_program_godzina\">14.45<\/span> WTOREK, 24 WRZE\u015aNIA\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f0ed95a giz_zalogowany elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f0ed95a\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9b47445\" data-id=\"9b47445\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-76c7703 elementor-widget elementor-widget-shortcode\" data-id=\"76c7703\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-shortcode\"><div id='vdo'><strong>VdoCipher Error: Video ID not found<\/strong><\/div><\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5e3b1f5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5e3b1f5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2a21321\" data-id=\"2a21321\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-74bee2b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"74bee2b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-14db457\" data-id=\"14db457\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-82c529b elementor-widget elementor-widget-text-editor\" data-id=\"82c529b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tDwa tematy wydaj\u0105 nam si\u0119 najbardziej na czasie \u2013 poniewa\u017c najcz\u0119\u015bciej powtarzaj\u0105 si\u0119 w briefach od naszych klient\u00f3w: jak dotrze\u0107 do Pokolenia Z i jak odpowiedzie\u0107 na presj\u0119 konkurencyjn\u0105 ze strony marek w\u0142asnych. St\u0105d idea wyst\u0105pienia podejmuj\u0105cego oba te w\u0105tki jednocze\u015bnie, tj. poddaj\u0105cego analizie i konceptualizacji podej\u015bcie m\u0142odych konsument\u00f3w do marek  w\u0142asnych. Punktem wyj\u015bcia jest dla nas obserwacja, \u017ce \u201eZetki\u201d istotnie r\u00f3\u017cni\u0105 si\u0119 w tej kwestii od starszych pokole\u0144. Po pierwsze, ze wzgl\u0119du na mniejsz\u0105 (przeci\u0119tnie) zasobno\u015b\u0107 portfela, po drugie \u2013 ze wzgl\u0119du na styl \u017cycia ukszta\u0142towany w innym otoczeniu technologiczno-komunikacyjnym. Zamierzamy spojrze\u0107 na Pokolenie Z wielowymiarowo, uznaj\u0105c jego wewn\u0119trzne zr\u00f3\u017cnicowanie i zmienno\u015b\u0107 postaw w czasie. Na podstawie analizy danych na temat tej grupy wyodr\u0119bnimy trzy rodzaje warto\u015bci szczeg\u00f3lnie istotnych dla m\u0142odego konsumenta, kt\u00f3re mog\u0105 prze\u0142o\u017cy\u0107 si\u0119 na warto\u015b\u0107 ekonomiczn\u0105 (elastyczno\u015b\u0107 cenow\u0105): do\u015bwiadczaln\u0105 (experiential value) i statusow\u0105 oraz funkcjonaln\u0105, a nast\u0119pnie odniesiemy je do zagadnie\u0144 zwi\u0105zanych z komunikacj\u0105 marek w\u0142asnych oraz marek producenckich wobec presji konkurencyjnej ze strony private labels.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-edd8414 elementor-widget elementor-widget-text-editor\" data-id=\"edd8414\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tMotywem przewodnim wyst\u0105pienia b\u0119d\u0105 s\u0142owa przedstawicieli dzia\u0142\u00f3w marketingu, ich przewidywania na temat kolejnych lat, roli marketera w organizacji oraz tego jakie obszary ich zdaniem b\u0119d\u0105 najwa\u017cniejsze w 2024\/2025 roku. \t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d8f8994 elementor-widget elementor-widget-text-editor\" data-id=\"d8f8994\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tOdpowiemy sobie na pytania \u2013 w jakim kierunku idziesz drogi marketerze i jakie trendy przywo\u0142ujesz? Gdzie szukasz z\u0142otego Graala? Jakie s\u0105 twoje przewidywania i jak widzisz kolejny rok swojej pracy 2025?\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-905182c elementor-hidden-tablet elementor-hidden-mobile elementor-widget elementor-widget-heading\" data-id=\"905182c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><span style=\"font-weight:300\">FESTIWAL <\/span>INSUMMIT <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-e582445\" data-id=\"e582445\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-83bab6c elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"83bab6c\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img fetchpriority=\"high\" decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Fortuna_Piotr.jpg\" class=\"attachment-full size-full wp-image-17538\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Fortuna_Piotr.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Fortuna_Piotr-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Piotr Fortuna<\/span><p class=\"elementor-image-box-description\">Strategy Manager<br>\n<strong>Zenith<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ea212c7 elementor-widget elementor-widget-text-editor\" data-id=\"ea212c7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tMenad\u017cer ds. strategii w Zenith Polska, absolwent studi\u00f3w mi\u0119dzywydzia\u0142owych na UW. Prac\u0119 w marketingu zacz\u0105\u0142em w 2013 roku, zbieraj\u0105c do\u015bwiadczenie mi\u0119dzy innymi w PR-ze, planowaniu medi\u00f3w, badaniach, prowadzeniu szkole\u0144 marketingowych i narz\u0119dziowych, strategii mediowej i komunikacyjnej. W mi\u0119dzyczasie rozwija\u0142em kompetencje cyfrowe i analityczne na studiach digital humanities wsp\u00f3\u0142prowadzonych przez PAN i Polsko-Japo\u0144sk\u0105 Akademi\u0119 Technik Komputerowych, a tak\u017ce pracowa\u0142em jako dziennikarz i publicysta, zajmuj\u0105c si\u0119 przede wszystkim kultur\u0105 i nowymi technologiami (publikowa\u0142em m.in. w Gazecie Wyborczej i Magazynie \u201ePismo\u201d). Do moich najwa\u017cniejszych zainteresowa\u0144 nale\u017c\u0105 kultura cyfrowa oraz analizowanie przemian spo\u0142ecznych.\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-33 elementor-inner-column elementor-element elementor-element-25fd8b4\" data-id=\"25fd8b4\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-0847947 elementor-position-top elementor-widget elementor-widget-image-box\" data-id=\"0847947\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"250\" height=\"250\" src=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Groszek_Agata.jpg\" class=\"attachment-full size-full wp-image-17539\" alt=\"\" srcset=\"https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Groszek_Agata.jpg 250w, https:\/\/insummit.pl\/2022-2025\/wp-content\/uploads\/2024\/07\/Groszek_Agata-150x150.jpg 150w\" sizes=\"(max-width: 250px) 100vw, 250px\" \/><\/figure><div class=\"elementor-image-box-content\"><span class=\"elementor-image-box-title\">Agata Groszek<\/span><p class=\"elementor-image-box-description\">Strategy &amp; Insights Expert<br>\n<strong>Zenith<\/strong><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-691aca8 elementor-widget elementor-widget-text-editor\" data-id=\"691aca8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\tSocjolo\u017cka z wykszta\u0142cenia i zami\u0142owania, absolwentka Uniwersytetu Jagiello\u0144skiego, od sze\u015bciu lat zwi\u0105zana z badaniami rynku. Pierwsze badawcze kroki stawia\u0142am w Ipsos, dzia\u0142aj\u0105c w obszarze bada\u0144 ilo\u015bciowych dla bran\u017cy FMCG. W Zenith odpowiadam za analiz\u0119 trend\u00f3w konsumenckich oraz badania, uczestnicz\u0119 tak\u017ce w procesach budowania strategii. Swoj\u0105 pasj\u0105 do popkultury, TikToka i nowych trend\u00f3w dzieli\u0142am si\u0119 m. in. na Forum IAB czy Festiwalu Insummit.\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>POV: jeste\u015b &#8222;zetk\u0105&#8221; na zakupach. 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