NICE Summer13_CB_Class06 and 07

8/13/2019 NICE Summer13_CB_Class06 and 07

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One day, the father ofa very wealthy familytook his son on a tripto the country withthe express purpose ofshowing him how

poor people live.


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On their return fromtheir trip, the father

asked his son,"Did you see how poor

people live?

"Oh yeah," said theson.

What did you learn

from the trip?"askedthe father


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The son answered

" I saw that we have onedog....

and they had four .


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and they have a creek thathas no end.

We have a pool that reaches tothe middle of our garden.


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We have imported lanterns in our

garden and they have the stars atnight.


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Our patio reaches to thefront yard and they have

the whole horizon.


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We have a small piece

of land to live onand

they have fieldsthat go beyond oursight.


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We have servants

who serve us

..but theyserve others.


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We buy our food

.but theygrow theirs.


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We have walls around

our property to protectus

they have friends toprotect them."


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Then his son added, "Thanks Dad for

showing me how poor we are."


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Packaging is different

yet!!!


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..sO it i$ aLL ab0uT..


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P r t ice pe o n


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It is a process by which an

individual selects ,organizes andinterprets stimuli into a meaningful

and coherent picture of the world

PERCEPTION


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Absolute Threshold

Differential Threshold (JND)

Subliminal Perception

ELEMENTSOF PERCEPTION


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J.N.D is determined for two different reasons :

So that negative changes ( reductions in size, qualityetc) are not discernible to the public

So that positive changes ( improved packaging, largersize etc) are apparent to customers

JUSTNOTICEABLEDIFFERENCE


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Its the point at which a person candetect a difference between nothing

and something for a particularstimulus.

ABSOLUTETHRESHOLD


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TOBREAKTHECLUTTER


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The ability to perceivestimuli without beingconsciously aware.

Types Of Subliminal

Messages

True subliminal

Semi subliminal

Pseudo subliminal

SUBLIMATION


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DynamicsOf

Perception

PerceptualOrganization

PerceptualSelection

PerceptualInterpretation


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Perceptual selection refers to the fact

that consumers select only a smallportion of the stimuli to which theyare exposed for conscious processing.

PERCEPTUAL SELECTION


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a) NATURE OFSTIMULI

Brand Name

Physical Attributes

Package Design

Advertisements & Commercials

Copy Cla im s

Choice & Sex of Mod el

Posi t ion ing of a Model

Size of Ad

Topography

PERCEPTUALSELECTION


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BRANDNAME


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PACKAGEDESIGN
http://images.google.com/imgres?imgurl=http://www.americarx.com/ProductImages/aerosols/685404.jpg&imgrefurl=http://cgi.ebay.com/Axe-Deodorant-Body-Spray-For-Men-Kilo-4-Oz_W0QQitemZ5624454787QQcategoryZ29580QQcmdZViewItem&h=200&w=200&sz=10&hl=en&start=29&tbnid=948Mf9J5vpGUGM:&tbnh=104&tbnw=104&prev=/images?q=axe+deodorant&start=20&ndsp=20&svnum=10&hl=en&lr=&sa=N


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PACKAGEDESIGN


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Copy Claims

Fair and lovely #1 fairness cream

Waves #1 Brand Of PakistanHAIER = 2nd Largest producer ofAC in Asia

ADVERTISEMENTSANDCOMMERCIALS


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COPYCLAIMS


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Choice & Sex of Model

ADVERTISEMENTSANDCOMMERCIALS

ERCEPTUAL


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ERCEPTUAL

SELECTIONCelebrity AD


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B) EXPECTATIONS

Slice of Life Appeal

Sex AppealFear Appeal

Topsy Turvy

PERCEPTUALSELECTION


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SLICE OF LIFE


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SEXAPPEAL


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FEARAPPEAL


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TOPSYTURVY


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MOTIVES

People tend to perceive the things they

need or want. Product advertising isconducted to cater each individualsspecial need, want and interest.

PERCEPTUALSELECTION


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STRATEGIES USED TO GAIN


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Jingles

Contrast Lack Of Contrast

STRATEGIES USED TO GA IN

ATTENTION

STRATEGIESUSED TOGAIN

ATTENTION

JINGLES


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JINGLES

C


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Creative Ads

Exotic Locations

Use Of Celebrities

Music

Print Size And Style

CONTRAST

C


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CONTRAST Creative Ads

C


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CONTRAST Use Of celebrit

L O C


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Absence Of Sound

White Background

InfomercialAdvertorials

LACKOFCONTRAST

CONTRAST


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millions of spectators

CONTRAST Absence of sound


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DynamicsOf

Perception


PerceptualSelection


P O


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There is a tendency to obtain meaningfrom the totality of stimuli, a sort ofGestalt meaning.

PERCEPTUALORGANIZATION

P O


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Principles ofGESTALTPsychology

FIGURE & GROUND GROUPING

CLOSURE

PERCEPTUALORGANIZATION

F A G


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The Gestalt Psychologists found thatthere are two main visual components

necessary for a person to see an objectproperly;

A FIGURE (the object) and A GROUND(the background or surroundings inwhich the object occurs).

FIGUREANDGROUND

F A G


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Count the legs of theelephant.

FIGUREANDGROUND

F G A G O


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FROG or HORSE

FIGUREANDGROUND

FIGURE AND GROUND


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FIGUREANDGROUND

GROUPING


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Humans have a tendency toorganize stimuli into some coherentgroups. They like to categorize thingsand maintain some organizationwith most stimuli.

GROUPING

GROUPING


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ContinuityPatterns

SimilarityPatterns

Simplicity

Patterns

GROUPING

G


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GROUPING

aoccdrnig to a rscheearch atcmabrigde uinervtisy,it deosn't mttaer in waht oredr the ltteersin a wrod are,the olny iprmoatnt tihng is t aht the frist

and lsat ltteer be in the rghit pclae. therset can= be a taotl mses and you cansitll raed it wouthit a porbelm. tihs isbcuseae the huamn mnid deos not raedervey lteter by

istlef, but the wrod as a wlohe. amzanig huh?yaeh and i awlyas tghuhot slpeling wasipmorantt!

C


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Closure is a Gestalt principle of

perceptual organization that explainshow humans fill in visual gaps in

order to perceive disconnected parts

as a whole object.

CLOSURE

C OS


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CLOSURE

CLOSURE


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CLOSURE

CLOSURE


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CLOSURE


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DynamicsOf

Perception


PerceptualSelection


PERCEPTUAL INTERPRETATION


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How person interprets the selected stimulusis uniquely individual. it is based on whatindividuals expect to see in the light of

their Previous experience

number of plausible explanations they

can envisionMotives and interests.




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First Impression

Halo Effect

Stereotyping

Jumping To ConclusionsPhysical Appearances

PERCEPTUALINTERPRETATIONPERCEPTUAL DISTORTION


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FIRSTIMPRESSION

HALO EFFECT


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HALO EFFECT

PHYSICAL APPEARANCES


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PHYSICALAPPEARANCES

PRODUCT POSITIONING


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Stress On Benefits

Featuring The Brands Against Its

Competitors Umbrella Strategy

Finding An Unowned Position

Positioning Based On Specific BenefitFilling Several Positions

PRODUCT POSITIONING

C


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BRANDAGAINST ITSCOMPETITORS

FINDING AN UNOWNED POSITION


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FINDINGANUNOWNEDPOSITION

POSITIONING ON SPECIFIC BENEFITS


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POSITIONINGONSPECIFICBENEFITS

PRODUCT REPOSITIONING


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RESHAM TO KATRINA

POSITIONING SERVICES


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POSITIONING SERVICES


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Types of

PERCIEVEDRISK

PsychologicalRisk

TimeRisk

FinancialRisk

PhysicalRisk

Functional

Risk

SocialRisk

CONSUMER HANDLE RISKS


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CONSUMER HANDLE RISKS

HOW

CONSUMERS

HANDLE

RISK

CONSUMERS SEEK INFORMATION(Word-of-Mouth Communication)

CONSUMERS ARE BRAND LOYAL

(High Risk Perceivers are BrandLoyal)

CONSUMERS RELY ON STOREIMAGE

(Assurance of Service, ReturnPrivileges etc)

CONSUMERS SEEKREASSURANCE

(Money-back Guarantees, Pre-purchase Trials etc)

CONSUMERS BUY MOST EXPENSIVEMODEL

(Price is Equated with Quality)

CONSUMERS SELECT BY BRAND IMAGE(Assurance of Quality, Service)


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Positioning


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Positioning a brand means emphasizingthe distinctive characteristics that make it

different from its competitors and

appealing to the public

We live in an over communicatedsociety, where people are selective as to

what information they will accept... So

the best way to enter consumers mind in

to over-simplify the message

g

Positioning


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Set of Impressions, Perceptions andFeelings

A competitor has three strategic alternatives:

To strengthen its own current position in the

consumers mind. To grab an un occupied position.

To reposition your product in the customersmind

g

Positioning


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Positioning

The basic approach is not to create something newand different..

But

To manipulate whats already there in the mind. Tore-tie the connections that already exists.

It takes the basic tangible aspects of the productand actually builds the intangibles in the form of an

image in consumers minds.

Positioning


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Positioning is based on Analytical process that addressesTHREE questions:

A brand for Whom? Who will buy what you sell. Target

Market

A brand for Whatbenefit? Rational or Emotional

A brandAgainstwhom? Competition

Positioning

Positioning Process


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Competition

USPTargetMarket

Positioning Process

Diff ti ti d P iti i


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Differentiation and Positioning

Competitive advantage is an advantage

over competitors gained by offeringconsumers greater value, either through

lower prices or by providing more benefits

that justify higher prices

Understanding Competition


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DIRECTANDINDIRECT

In-Direct



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In-Direct

USP


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USP

The single most compelling reason for the

target market to choose the brand.

Big brands generally discriminate in terms

of :

Benefits

Reason to believeEmotions & values

USP


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USP

Benefits

USP


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REASONSTOBELIEVE

Ingredients

History

Packaging

Personalities

Price

USP


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EMOTIONSANDVALUES


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Sana Safinas

ControversialCampaign in

Pakistan


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Amna AqeelsControversial

Campaign in Pakistan

FordsC t i


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Controversy inIndia

C i ti d D li i th Ch


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Communication and Delivering the Chosen

Position

Choosing the positioning is often

easier than implementing the

position!

Repositioning


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Repositioning

Occurs when a brand tries to change itsmarket position to reflect a change in

consumers taste.

Reason:a) Decline in Sales

b) Cultural ChangesLifestyles and tastes

c) React to competitiond) Changes is customer base

e) Weak Brand Equity

Examples


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Examples


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Cases


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Cases

NICE Summer13_CB_Class06 and 07

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Transcript of NICE Summer13_CB_Class06 and 07