Reaching the consumer

Switzerland is a multicultural country (four official languages: German, French, Italian, Romance), one of the world's most purchasing countries (GDP per capita is $ 60,000 - world number 17) . This country is also the first choice in the ranking of health and lifestyle. Most Swiss consumers value the supply of products (especially fresh products), at the same price, local products take precedence over products that do not specify their origin. To make a purchase decision, Swiss consumers are more likely to pursue money value than design and brand reputation than European consumers. In addition, after-sales service is very important for these consumers. Switzerland is the world's largest organic product consumer country and Swiss demand is one of Europe's biggest needs. In 2016, managed organic crops produced sales of CHF 5 billion. Despite the growing popularity of e-commerce, many Swiss people prefer to purchase only in real stores, give the opportunity to evaluate products and talk with knowledgeable salespeople. Approximately half of the Swiss people purchase online every month

The per capita GDP of Swiss consumers is close to $ 60,000, especially purchasing power is high. The patterns of purchasing and consumption depend more and more on individual hopes and emotions, but in general the people in Switzerland appreciate quality and are ready to spend more money on higher quality products. The value of health and environmentally friendly products is increasing more and more. The local organic market is growing fast. After-sales service is an important factor affecting the value of products, and its choice depends to a great extent on whether we can provide excellent after-sales service. The average age of the population is 42.4 years, and the population is aging (36% of the workers are over 65 years old)

Trusting on credit is a common practice in Switzerland. Credit cards are widely accepted and are easily accessible from banks and other financial institutions. Household debt ratio is one of the highest in the world, and debt / GDP ratio exceeds 128.5%.

CloudHealth is also trying to attract mainstream consumers in other ways to achieve the desire to maintain health. In cooperation with apparel companies, we are developing products that consumers can use to monitor chemical constituents of sweat, body temperature, and other vital signs. A small sensor embedded in a T - shirt gathers wearer 's health data and sends it to the central database via the application. Even if it is not genomic data, it is still an integral part of personal health. And for companies like CloudHealth, the more data it has, the better the product. "Now we need to plan at least for the framework," Guo said.

Let's keep in touch with advertisers for obvious reasons. People who use the most money to attract consumers, such as consumer goods, car companies, food and drinks, entertainment, need to reach a large audience and small channels. It is not very effective from the viewpoint of creative creativity and behavioral methods. Channel immediacy is very important in advertising. If you are trying to promote a future movie, it is important to manage the flight schedule. Time-shifted media and consumers' distractions In a distracted world, multiple media choices - you can rely on consumers when you want to be important. That's why live TV shows are great for advertisers.

Jacob can arrange for the ad to be communicated to consumers through various media. There are three types of scheduling methods: continuity, flightability and pulsing. Continuation means distributing advertisements evenly throughout the year, and flight means delivering ads in a specific month including festivals and events. In addition, pulse scheduling is a combination of continuity and flight. Because Jacob's cookie can be used as a daily consumer product, you need to use continuous scheduling. In continuous scheduling, advertisements are always maintained to send information and communicate with the target audience. This is to make the target reader understand the brand and the product, and promote the new product. Advertisements containing promotions, new products, or contests will be distributed equally on a monthly basis. This requires a lot of budget to adopt continuous scheduling.