00 Brand Objectives Consumer Attitude

8/7/2019 00 Brand Objectives Consumer Attitude

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Awareness The ability to recognize/recall the identity

of a product/brand within the given product

category

Recall Recognition

Interesting ads double the recall, increase

the recognition

Creative ads (rather than size of ad) help

create perceptions and help recall


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Consumer Attitude towards a

ProductLike or not

Yes No

Yes Neutral No

7 point scale


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Consumer Attitudes

Learned predispositions to respond toward an objectan individuals overall feelings toward or evaluation ofan object.

Consumers may hold attitudes toward:

Individuals Brands

Companies

Organizations

Product categories Retailers

Advertisements

Media


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Understanding Attitude

Attitude Structure 3 components Learn - Cognitive (awareness, comprehension, knowledge)

Feel - Affective (evaluation, liking, preference)

Do - Conative (possibility of action e.g. trial, purchase)


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Attitude -Advertising Objective

Negative

Attitude

Positive

AttitudeNeutralAttitude


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Benefit Based Attitudes

Formation / Change

Central Route

Motivation

&

Ability to process

information

Peripheral Route

No motivation

&

No ability to process

information


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Attitude ResearchDirect Overall Measures to know the overall market

attitude to the brand

Questioning or observation of behavior No specific attribute criterion is mentioned

Yield no diagnostic information

Derived measures to know the reasons for the attitude

Overall attitude is derived from responses to attributes Attitude models are based on these

Provides useful diagnostic information


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Attitude in Advertising

Attitude Segmentation

Segmentation specific to the above mentioned objectives

Segment on the basis of - Attribute importance and

weightage


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The Importance of Attributes

Attributes explains the Attitude composition

the cause of brands strengths / weaknesses

Attributes are important in a choice situation

Important attributes (set) category attributes that

satisfy needs & wants

Determinant attributes the brand choice attribute


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Study of AttributesThe Study of Attributes is at 2 levels

Physical and pseudo-physical characteristics / benefits

Means-end chain model:

product attributes consumer consequences personal

values


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Applications of Values to

Consumer Behavior


Consumer Behavior

Research has tended to classify values asbeing:

Cultural such as security or happiness,

Consumption-specific such as convenientshopping or prompt service,

Product-specific such as ease of use or durability.

The Rokeach Value Survey identified:Terminal Values - desired end-states that apply to

many cultures,

Instrumental Values - composed of actions needed

to achieve these terminal values.


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Consumer Behavior


Consumer Behavior

Means-End Chain Model

Message

Elements

Consumer

BenefitExecutional

Framework

Leverage

Point

Driving

Force

List of Values (LOV)Identifies Nine Consumer Segments Based on Values They Endorse

Syndicated Surveys - VALS 2http://future.sri.com/VALS/VALSindex.shtml


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Means-End Chain ModelMeans-End Chain Model

Suggests that consumers define product attributesin personal, subjective terms What does this

attribute do for me? In other words, consumers see a product attribute

as a means to some end, which could be aconsequence or a value.

That is, consumers create knowledge structures oflinked meanings that connect tangible product attributesto more abstract attributes and consequences, which inturn are associated with more subjective, self-relevantvalues and goals.


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Means-End Chain ModelMeans-End Chain Model

Attributes Consequences Values

Concrete AbstractAbstract FunctionalFunctional PsychosocialPsychosocial InstrumentalInstrumental TerminalTerminal


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Example of Means-End Chain Model

Hair

SprayPump

Dispenser

Concrete AbstractAbstract FunctionalFunctional PsychosocialPsychosocial InstrumentalInstrumental TerminalTerminal

Hair Not

Sticky

Feel More

Attractive

Impress

Others

Self

Esteem

Light

Mist

Mouth

Wash

Fluoride Avoid

Bad Breath

Feel Confident

In Social Situation

Perform

Better

Social

Recognition

(Product class level)

(Brand level)


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Multi-Attribute Attitude ModelAttitudes are a function of:

A = Bi X wi

A = Attitude

wi = Importance attached to attribute i

Bi = Beliefs about brands performance on attribute i

N = Number of salient attributes considered by theconsumer


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Eg Multi-Attribute Attitude

ModelFord Escort Space (S), KPL (K), Price

(P)

Attribute Weightage Score

Space 2 2

KPL 5 1

Price 3 1


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Study of the Brands Attributes

Important set of attributes by which brands are

perceived & evaluated

Identify the important attribute (list)

Determine importance weightage of eachAttribute

Identify Determinant & Leverage Attributes

these have greatest impact on attitude structure

and are purchase /choice driversEvaluative beliefs about the Brands level of

attributes and benefits


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Attribute ResearchDerived Multi-attribute Measures

Ranking & Ratingindicates

importance of attributesbut does not

give insights into the trade off customers

make - the importance weightage

Conjoint analysis derives theimportance weights of attributes and

attribute levels


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Evaluative belief model

Effect of Beliefs on Attitude

importance weight of Attribute

Attitude = +

Evaluative beliefs about theBrands attribute scores

The importance weightage of attributes, combineswith the individuals beliefs about the extent towhich the brand has these attributes, which createsbrand attitude


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Integration Processes & Decision Rules

Types of decision making rules:

Heuristics simple rule of thumb rules that are easy touse and apply

Buy least expensive brand

Buy brand on sale or for which I have a coupon

Affect referral rule make decision on basis of overall

affective impression or feelings about the brand

Compensatory rules evaluate the strengths and

weaknesses of each brand

Integration processes are the way product knowledge,meaning, and beliefs are combined to evaluate alternatives


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Ways to Influence or Change

Attitudes (Message Strategy)Compensatory Model

Increase or change the strength or beliefrating of abrand on an important attribute

Change consumers perceptions of the importance orvalue of an attribute

Add a new attribute to the attitude formation process

Change perceptions of belief ratings for a competing

brand


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Ways to Influence or Change Attitudes(Message Strategy)

Non-compensatory models - low involvement products Conjunctive model (acceptable standard rating on all

attributes) advertising must mention all important attributes

Disjunctive model (one or more attributes rated high)

advertising must prominently display those attributes that itscores high

Lexicographic model (evaluation on the most salientbenefit) salient attribute should be highlighted

Non-compensatory models are often used inconjunction with Compensatory models


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Category Evaluation Model (MessageStrategy)

The established attitude to the category can berecalled and applied to the new stimulus thatis placed in the category

category attitudes is applied to the object withoutexplicitly mentioning them

Advertising based on this model - Positions the object with respect to the category

prototype /exemplar

Attributes are not explicitly specified


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Segmentation Based on

Attitude StructureFor advertising campaigns and marketing

strategy Segmentation Analysis can be done

on 2 central constructs of the Attitude Model Evaluative beliefs

Importance weights

Consumers can be classified by these criteria

Benefit segments


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Advertising and

Attitude Formation / Change

Central Route

Motivation

&

Ability to process

information

Peripheral Route

No motivation

&


information


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Consumers Feelinginfluences

attitude / behavior Affective Response - Emotive bonding

Feeling ads - execution focused - little or no

information

Some of the feelings can lead to brand imagery

& personality

Symbolic & cultural meaning of the brand canbe affected


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Consumers Feelings Informative ads can also develop emotional

(affective) response

Feeling ads also have a cognitive

(knowledge) element

Good ads have both an emotional and a

rational appeal


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When are Feelings Important?

When consumers do not have deeply

considered attitudes towards the brand.

In low involvement situations / categories Mature brands - when there is little or no new

information to be conveyed

In socially conspicuous high involvement

categories


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FCB Model

Involvement

Thinking- Feeling


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FCB Model

THINKING FEELING

Involvement

H

I

G

H

INFORMATIVE (thinker)

Car, House, Furnishing, New Products

Model:- Learn - Feel Do (Rational)

Test :- Recall Diagnostics

Media:- Long Copy Format, Reflective Vehicles

Creative:- Specific Information, Demonstration

L

O

W


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FCB ModelTHINKING FEELING

Involvement

H

I

G

H

AFFECTIVE (feeler)

Jewellery, Cosmetics, Designer Clothing

Model:- Feel Learn Do (Emotional)

Test :- Attitude Change, Emotional

ArousalMedia:- Large Space, Image Specials

Creative:- Executional Impact

L

O

W


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Involvement

H

I

G

H

L

O

W

HABIT FORMATION (doer)

Food, Household items

Model:- Do - Learn Feel (Responsive)

Test :- SalesMedia:- Small Space Ads, 10 sec spots, Radio,

POP

Creative:- Reminder


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FCB Model

THINKING FEELING

Involvement

H

I

G

H

L

O

W

SELF-SATISFACTION (reactor)

Cigarettes, Liquor, Candy

Model:- Do Feel Learn (Social)

Test :- SalesMedia:- Billboards, Newspapers, POP

Creative:- Attention


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Involvement

H

IG

H

INFORMATIVE (thinker)

Car, House, Furnishing, New ProductsModel:- Learn Feel Do

(Rational)

Test :- Recall Diagnostics

Media:- Long Copy Format, Reflective Vehicles

Creative:- Specific Information, Demonstration

AFFECTIVE (feeler)

Jewellery, Cosmetics,

Designer ClothingModel:- Feel Learn Do

(Emotional)

Test :- Attitude Change,

Emotional Arousal

Media:- Large Space,

Image SpecialsCreative:- Executional

Impact

LO

W

HABIT FORMATION (doer)Food, Household items

Model:- Do Learn Feel

(Responsive)

Test :- Sales

Media:- Small Space Ads, 10 sec spots, radio,

POP-

SELF-SATISFACTION

(reactor)Cigarettes, Liquor, Candy

Model:- Do Feel Learn

(Social)

Test :- Sales

Media:- Billboards,

Newspapers, POP-


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Rossiter Percy Grid


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Model of Feeling Response to Advertising

Ad evokedAffective

Response

Decreases

Thinking

Raises ratio of +ve

to -ve Thoughts

IncreasesBrand

Attitude

Raises

Attribute

Valuation

Transforms

Use Experience

Increases Valuation of

Ad characteristics

Increases

Attitudeto Ad


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Model of Feeling Response to Advertising

EmotionalResponse

due to Ad

Decreases

Thinking

Raises ratio of +ve

to -ve Thoughts

IncreasesBrand

Attitude

Raises

Attribute

Valuation

Transforms

Use Experience

Increases Valuation of

Ad characteristics

Increases

Attitudeto Ad


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Feelings Influence Brand Attitude

Positive mood Warm feelings puts people in apositive moodto

build Brand Attitude

Positive feelings increases positive thoughts Increases the ratio of SA : CA

Brand attributes are evaluated more positively

Total number of thoughts decrease

Attitude is formed on peripheral cues rather thancentral

Increases Likeability' by reducing thinking


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Feelings Influence Attitude

- Transforms the Use Experience

Feelings can transform the use experience

By showing positive Use Experience & Users

the brand experience is transformedto matchthe one shown in the Ad.

Makes the brand experience richer and more

enjoyable

through recall of past experience associated with

similar feelings

Creates new brand beliefs - Transformational Advtg

Influences perceptions about quality of product


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Transformational Advertising

Association ProcessInvolves 2 types of associations

1. Association of feelings with the use

experience

2. The association between the brand and the use

experience / user

This is done through drama advertising a story with use

experience action, music etc.


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- Transforms theU

se ExperienceConditions necessary forTransformational Advtg

The Ad must ring true empathetic, meaningful

Feelings must be connected tightly with the brand Associations must be created and maintained through

heavy repetition

The same association must be sustained through time


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Requirements for

Successful Transformational Advertising Adequate budget requires heavy repetition

(frequency) and reinforcement to build

associations Consistency the ad must be cohesive,

supporting the same associations

Links with the brand must be tight so thatone cannot be recalled without the other make the brand the hero of the story


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Attitude towards the Ad

3. Feelings can create a positive attitude towards the Ad. Affective directly through peripheral mechanisms

Cognitive indirectly through evaluation of ad characteristics

A positive attitude to the ad gets transferred to brand & brand

attributes. Negative attitude to ad may not be transferred to the brand

because of Attitudes are not deeply formed before the purchase

sleeper effect

Positive ad attitude is particularly important when the productis new

Also important in low involvement categories

A positive attitude towards the Ad improves Recall, but so dodisliked ads


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Association Process

Classical Conditioning

Classical Conditioning - Ad evoked feelings

are associated with the brand through repetition

The link between the brand (US Unconditioned

Stimulus) with the commercial (CS Conditioned

Response) must not be broken

The strength of the association will depend on the

amount of repetition


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What Affects Intensity of Feeling

Believability / realism - suspend disbelief Ring

true (even if it is not literally true)

Gain empathy with similar characters as thetarget audience in familiar situations /

experience

Use drama form of advertising - rather than lecture


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Humour

Gets attention Creates likeability

May become irritating with repetition

The key message may be lost May upset some


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Fear

Creates emotional response & cognitiveawareness of problem

An optimal level of fear is necessary

A solution must be provided


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Other feelings

Sadness

Confidence

Elegance

Serenity


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Advertising and

Attitude Formation / Change

Central Route

Motivation

&

Ability to process

information

Peripheral Route

No motivation

&


information


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Positioning

It gives the consumer a clear idea

of what the Brand stands for


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The Positioning Process

Positioning ConceptThe desired perception orassociation management wantstarget customers to have for afirm and/or its products

Positioning EffectivenessThe extent to which managementspositioning objectives are achievedin the market target

Positioning StrategyThe combination of marketingactions used to portray thepositioning concept to targetedbuyers

Positioning of the brandThe positioning of the brand bythe buyers in the market target

Market

Target

P iti i St t D l t


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Positioning Strategy Development

Process - Background Analysis1. Identify the competitors

2. Assess perceptions of competitors

3. Determine their positions

4. Analyze consumer preferences

6. Monitor the position

5. Make the positioning decision


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Product/Service and Brand

Positioning

Al Ries , Jack Trout - BASIC QUESTIONS TO ASK

1. What position, (if any) do we currently hold in the mind ofcustomers?

2. What position do we want to hold?

3. Whom do we have to compete against to establish this position?

4. Do we have the resources to occupy and hold the position?

5. Can we stay with one consistent positioning strategy?

6. Does our marketing and advertising match our positioning strategy?


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Positioning Strategy Approaches

Product/Service or Brands can be positioned by single

or multiple approaches:

Product attributes or consumer benefit

Price-quality

Use or application

Users

Product class

Cultural symbols

Competitors


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Positioning Strategy Execution

A relative concept that must indicate the

position of the brand vis-a-vis other brands -

differentiation

It determines the nature of the elements of the

marketing mix

Best communicated through Advertising


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Product Decisions

Aproductproductis a bundle of benefits or valuesthat satisfies the needs of consumers

Product symbolism refers to what a product orbrand means to customers

Product quality, branding, packaging, andcompany name contribute to product image

Branding: Brand name communicates attributes and meaning Advertising creates and maintains brand equity which

results from the image and/or impression of a brand

Th V l f S C d /


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The Value of Strong Corporate and /or

Brand Identity

Strong corporate/brand equity:

Creates more options for competing (particularly againstlower-priced competitors)

Can facilitate brand and line extensions Allows companies to sell products/services at a premium

price and maintain larger profit margins

Builds customer loyalty

Makes it easier to withstand economic fluctuations andmarketing crises

Makes customer response more inelastic to price increasesand elastic to price decreases


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B d E i


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Brand Equity

A set of assets linked to the Brands name and

symbols that adds to the value provided by a

product or service to a firm and customer


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BrandEquityAvailability

Preference

yalty

Awareness

a iliarity

I age &Pers nality

Ass ciati ns


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Brand

Awareness

Perceived

Quality

Brand

Association

Brand

Loyalty

Brand Equity

Structure

Brand name and Symbols

Other proprietary

Brand assets


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Brand

Equity

Loyalty

Awareness

Perceived

Quality

Associations

ProprietaryBrand Assets

Enhances

Customers

InterpretationConfidence

Use Satisfaction

Enhances the

firms

Marketing

efficiency &

effectiveness

Brand loyaltyPrices/Margins

Trade Leverage

Competitive Adv


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PriceC K l d b B d


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Recognitionand Recall

Type of brand

associations

Favourability

Association

Attributes

Benefits

Attitudes

Prod related

Non-prod

related

Functional

Experiential

Symbolic

Uniqueness of

Association

Strength of

Association

Brand

Knowledge

Brand

Image

Brand

awareness

Price

Packaging

User imagery

Usage imagery

Consumer Knowledge about a Brand

Kevin Keller


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Brand Personality

What it implies

Why it matters

When it is more important

How to create / enhance it


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Brand Personality Implies

Brand Personality goes beyond attributes and feelings andincludes the final consequences -

Associated values

Relationshipbetween brand & consumer Brand affinity (as comfortable as an old friend)

OR

Brand alienation (a liability)


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Brand Personality Implies

BP is described in terms of Demographics, and more importantly

Personality traits, attitudes, lifestyle Extrovertedness

Agreeableness

Conscientiousness

Emotional stability

Culture


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Why Brand Personality Matters

To the Organisation it is important as

It differentiates the brand from the competition in a

unique and pre-emptible manner

Brand Personality enables customers to make theirbrand choice and stay loyal


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Why Brand Personality Matters

For consumers

It provides a self-defining perspective:

identifies brands that match their self-concept

defines the groups they belong to and do not

belong to

It enables

Interpretation and processing of information

Confidence in the purchase decision

Use satisfaction


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Brand Personality Entails.

Desired Personality is associated with the Brand through endorsers

type of users

life-styles

characters Amul Moppet, Air India Maharaja

Symbols coconut, umbrella

Ad execution elements music, colours, fonts etc

Personality is also acquired through other factors

WOM

Press reports


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What Brand Personality Does

Brand Personality gives the brand a unique and

defining character -

As it includes Attributes, Feelings and Values

the relationship with product - peoples life-style,

needs and values

the ultimate consequences of product use - values


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Brand Personality is important when..

When a category has social signaling value Purchased or consumed in socially conspicuous

situations

Expensive and relatively scarce products

Helps calibrate quality in otherwise ambiguoussituations

Target market consists of high self monitors(individuals who are are easily swayed by brandpersonality)


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Nescafe

Young

Upper-middle class

Professionallyqualified

Ambitious

Confident


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Pepsi

Young

Anti-establishment

Cool Extrovert


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Levis


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Revlon


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Big 5 of Brand Personality

Sincerity Excitement Competence Sophistication Ruggedness

Down-to-earth Daring Reliable Upper-class Outdoors

Honest Spirited Intelligent Charming Tough

Wholesome Imaginative Successful

Cheerful Up-to-date


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5 factor model of personality

Extroversion

Instability

Agreeableness

Openness to experience

Conscientiousness


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Implementing Brand Personality

Researching the Brand Personality

Quantitative rating on personality objectives

Qualitative projection techniques )

Seek consistency with the functional and psychological benefits the brand

promises

Research the symbolic associations that currently exists with the product

category

Understand the type of personality the TG is most likely to be responsive

to - both actual and aspired

Check how different brands currently rank on different personality

characteristics



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cont.

Targeting Brand Personality is judgmental

Consider the Brands use settings and context

Use endorsers / spokes-characters / users life-style

imagery / symbols Use of appropriate ad. elements, actors, music,

colour, fonts etc (ad execution)

Maintaining the Personality over time - to ensure it remains contemporary across

different elements of the marketing mix


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Brand Equity: The Role ofBrand Identity Based IMC


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The Goal

Brand Equity

Customer-Based (Keller 1993)

Strong, highly favorable brand associations

Brand Awareness & Brand Image

Image is in the eye of the beholder (i.e., thecustomerowns the image).


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Brand Equity Strategy I

A set of processes that include acquiring,

developing, nurturing, and leveraging an

effectiveness-enhancing, high-equity brand or

portfolio of brands.

(Madhavaram, Badrinarayanan, and McDonald 2005)


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Brand Equity Strategy II

Why have a brand equity strategy?

To achieve competitive advantage

This in turn leads to superior financial

performance. (Hunt forthcoming)


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IMC

Integrated Marketing Communications

Not just a collection of promotional tools or a

budgetary allocation exercise.

Must be strategically developed (Kitchen et al. 2004)

Must harness synergy across multiple media.(Naik and Raman 2003)


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IMC Strategy A set of processes that include the planning,

development, execution, and evaluation of

coordinated, measurable, persuasive brand

communications programs over time withconsumers, customers, prospects, employees,

associates, and other targeted, relevant external

and internal audiences. (Madhavaram, Badrinarayanan, andMcDonald 2005)


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Brand Identity Strategy I

To have a successful IMC strategy, must first

have a strong Brand Identity Strategy.


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Brand Identity Strategy II Brand Identity Strategy is defined as:

A set of processes that include the coordinated efforts of

brand strategists in (1) developing, evaluating, and

maintaining the brand identity/identities, and (2)communicating the brand identity/identities to all

individuals and groups (internal and external to the

firms) responsible for the firms marketing

communication.(Madhavaram, Badrinarayanan, and McDonald 2005)


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Brand Identity I Before we can achieve brand equity, i.e., a

positive brand image, we must know the

brands identity.

Brand identity is the unique set of brand

associations that a brand strategist aspires to

create or maintain. (Aaker 1996)

The brand ownerdefines the brand identity.


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Brand Identity II

Unlike Superman and Spiderman, marketers

do not want to keep their identities secret.

Brand owner must understand and clearlyexpress aspirations for the brand.

These aspirations must be shared with all

brand stewards, those responsible forcommunicating the brand to others.


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Brand Identity Contacts All message-carrying interactions concerning

the brand between the brand strategists and the

brand stewards. (Madhavaram, Badrinarayanan, and McDonald

2005)


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Brand Stewards

All internal and external entities that have

responsibility for communicating the brand

to customers, prospects, and publics. Advertising & PR agencies

Direct Marketers

Salespeople Anyone who communicates the brand.



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Brand Equity Contacts

All marketer-sponsored interactions

concerning the brand between brand

stewards and customers, prospects, andpublics that are intended to create or

maintain strong and highly favorable

associations. (Madhavaram, Badrinarayanan, and McDonald2005)

Ties back to Kellers definition of brand equity.

Figure1: Brand Equity Strategy A Schematic


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IMC

Strategy

Brand

Equity

Brand

Identity

Strategy

Brand

Identity

Contacts

Brand

Equity

Contacts

Brand Identity

Interface

Brand Equity

Interface

Environment, competitors brands, and changing customer needs and preferences


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IMC Brand Equity

Brand Communication

The glue that enables the connection

between the firms efforts and customers

favorable response.

Brand Communication


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Brand Communication

1. Communication is a crucial (not only) driver ofbrand equity.

2. Brand Communication is transmitted through a

combination of vehicles, not just broadcastadvertising.

3. Brand Communication can be meticulously

planned or unplanned.

4. Some important brand contacts are not

controllable by the brand strategist.

Brand Identity IMC


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Brand Identity IMC

Brand identity helps establish relationship betweenbrand and customer via value propositions.

Functional, Emotional, Self-Expressive Benefits

Yet, it is extremely difficult for brand image tomatch perfectly with brand identity due to the

complex nature of the communications system.(Madhavaram, Badrinarayanan, and McDonald 2005)

Goal: Brand Image-Identity Congruence.


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Image Identity

Per Aaker (1996), brand image should be aninput to brand identity.

Brand Strategists Carefully analyze own brand image,

competitors brand images, changing customerpreferences and needs.

Use to guide creation, management, oradaptation of Brand Identity.

(Feedback Loop in Model)


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Identity Communication

Positioning suitable for identity?

How is identity to be communicated to

brand stewards?

How to guide brand stewards?

Potential for conflicting messages.

Brand Identity Strategy MUST guide the

IMC Strategy.


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Top

Management

Support

Synergy

ConsistencyInteractivity

Compliment-arity

Brand

Equity

AwarenessImage

Internal

Market

Orientation

Brand

Identity

Oriented

Culture

IMC

Effectiveness

Brand Identity

Contact Factors

Brand Equity

Contact Factors

Figure 2: AConceptual Framework


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Brand Equity Contact Factors

Synergy

Combined efforts exceed sum of individual

efforts.

IMC Effectiveness


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SYNERGY

Interactivity

Processes that link customers to company andits brands

Strategic Consistency

Coordination of all messages in the promotionof brands

Complementarity Reinforcing effects of individual

communication efforts



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Brand Identity Contact Factors Brand Identity-Oriented Culture

Places high priority on brand identity

Establishes behavioral norms in support of brand

identity

Top Management Support

Brand Identity is strategic

TMT sets culture

Internal Market Orientation

Apply customer approach internally


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Conclusion Know your brands identity.

Communicate that identity to brand stewards.

Identity guides IMC.

Compare brand image to brand identity. A match is ideal.

Look at competitors images, as well as

customers preferences and needs. Adjust identity.


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Group Influence&

Word-of-Mouth

Advertising

R f G


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Reference Groups

RGs can be actual or imaginary institutions /

individuals, that have relevance on the

individuals aspirations, evaluation, behavior.

RG used as standards for self appraisal theJonesesneighbors, social class

RG used as a source of norms, standards and

attitudes - icons

RG considered to be informative experts /

opinion leaders


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Reference Group Association

Advertising can associate a brand with a

reference group by making the brand

an integral part of group norms through explicitor implicit endorsement of role model

link the brand to the successful performance of

a certain role

Nature of Reference Group Influences


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Nature of Reference Group Influences

External and explicit (social interaction is involved - WOM)

or

Internal and implicit (affected by a mental process, that involves aperson or group)

and

Informational (low knowledge consumers seek information from

those considered to be knowledgeable)or

Normative (comply with the group to satisfy ego, gain rewards,avoid punishment)

Factors that Influence


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the Degree of Group Influence The type ofdecision making unit larger the unit

greater the influence

The kind ofconsumption and purchase situation

more conspicuous the situation greater the influence

The nature of product category riskier, high

involvement greater the influence

Individual differences in susceptibility

Informational Sources


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Diffusion and the Success of WOM

Factors Affecting success of Diffusion / WOM

1. Motivation of Opinion Leaders

2. Motivation of Opinion Seekers

3. And the nature of the innovation

Informational Sources


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Diffusion and the Success of WOM

1. Motivational characteristics for opinion leaders

Involvement in the product

Self involvement

Other involvement

Message involvement

Factors Affecting Diffusion and the


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g

Success of WOM

2. Opinion seekers motivation to listen to

opinion leaders is, he believes that -

OL is trusted as he is seen as .. Interested in the listeners well being

Knowledgeable, experienced and convincing

OL in one category may not work for another

Factors Affecting Diffusion and Success


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of WOM

3. Product characteristics innovation

Relative advantage

Compatibility

Complexity

Divisibility

Communicability

The degree to which the OL is responsive to advertising

will determine the efficacy of the 2 step communication

Implementing an

I f ti l I fl St t


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Informational Influence Strategy

It is not practical to single out the innovator and opinion

leader segment and target communication at them

Hence -

Advertising can simulate - designed to appeal to innovators -

Slice-of-life advertising

Other promotion tools to stimulate WOM DM, PR, Sales

Promos can be used

Normative Influence Become

I t t


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Important.

Influence of reference Group is important with -

New products determine nature and extent of risk

Established products that are socially visible products

(high social risk) use celebrities , slice of life advtg.

Functionally risky products use experts

Culturally significant products give cultural meaning

Normative Influence -

Ad i i Gi d C l l i


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Advertising Gives Brands Cultural Meaning

In a more inclusive way Advertising can give

cultural meaning to Brands

Knowing the particular type of cultural meaning

associated with the category, and

Transferring a desirable cultural meaning to the brand

External Influences on


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Consumers

Culture

Subculture

Social class

Referencegroups

Situations


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Message Strategy

Determining the Intervening Variable(s)

that will

Create a Positive Brand Attitude


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Packaging


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Traditional functions of packaging: economy, protection, storage

Packaging has become increasingly important

because:

self service emphasis of many stores

buying decisions made at point-of-purchase

often customers first exposure to product

Packaging is a way to communicate to consumers


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Pricing Decisions

Price must be consistent with perceptions of the product

Higher prices communicate higher product quality

Lower prices often reflect bargain or value perceptions

A product positioned as high quality while carrying a lowerprice than competitors may confuse customers

Price, advertising and distribution must be unified to create

the position for the product or service.

i ib i h l i i


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Distribution Channel Decisions

Channel decisions involve:Determining the type of channel system:

Direct channels

Indirect channels

Selecting, managing and motivating marketing

intermediaries such as

Wholesalers Distributors

Brokers

Retailers


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"Push" Techniques


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q

Point of sale displays, racks, stands

Trade deals, special displays

Dealer premiums, prizes, gifts

Cooperative advertising deals

Advertising materials, mats, inserts

Push money or"spiffs"

Collaterals, catalogs, manuals

Trade shows, conventions, meetings

"Pull" Techniques


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q

Sampling, free trial

Coupons

Premiums or gifts

Contests, sweepstakes

Price-off deals

Refunds/rebates

Frequency/loyalty programs

Point-of-purchase advertising

Marketing and Promotions Process Model


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Competitiveanalysis

Targetmarketing

Identifyingmarkets

Marketsegmentation

Selecting

a targetmarket

Positioningthrough

marketingstrategies

Productdecisions

Pricingdecisions

Channel of

distributiondecisions

Promotionaldecisions

advertisingdirectmarketinginternet/interactivemarketingsales

promotionpublicityand publicrelationspersonalselling

Resellers

UltimatecustomerConsumersBusinesses

MarketingStrategy and

Analysis

TargetMarketingProcess

Marketing PlanningProgram Development

Promotion tofinal buyer

Target Market

Purchase

Promotionto trade

Awareness/

f ili i


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The

Persuasion

Process of

Advertising

is through

a variety

of effects

familiarity

Brand Benefits /Attributes Info

Creating image /

personality

Associating feelings

with Brand

Linkage of Brand with

peers/experts/group norms

Reminder / Brand trial

inducement

Positive

Brand

Attitude

Purchase

Behavior

These Intervening Variables between Advertising & Action are more

effective Advertising Objectives than Sales


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Segmentation and Positioning


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Segmentation is about deciding

which consumers theAdvertising should be targeted at

The Target Marketing Process


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The Target Marketing Process

Identify markets with unfulfilled needs

Determining market segmentation

Selecting market to target

Positioning through marketing strategies

TM d M di R h A h


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TM and Media Reach Approaches

Controlled Coverage using niche media to

reach only the desired segment e.g. trade

magazines

Customer Selection using mass media toReach is directed at mass audiences

00 Brand Objectives Consumer Attitude

Documents

Transcript of 00 Brand Objectives Consumer Attitude