The shift towards affirmation

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    13-Jul-2015
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Transcript of The shift towards affirmation

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The Shift from Aspirational to Affirmational MarketingAgenda

Whats common here?ASPIRATIONALAspirational MarketingAd1 - (AXE EFFECT) The company suggests that one can attract women using their products.Ad2 - (Fair and lovely) The company promises fair skin and more happiness as a result of that. The assumption here is that fair skin is considered superior.Ad3 - (Lotto 649) Buying a lottery ticket can change fortunes and it could take you from a office chair to a beach chair.So what's is the common thread in all these ads? - It is aspirational marketing.

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Prompts you to become someone elsePromises success OR change in personaAssume you are not there yetA Fantasy rideAspirational MarketingThe features of aspirational marketing

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`88 Scott was designed for a certain kind of individual. Successful. Informed. Quintessentially Urban . is the embodiment of personal success and style. Maybe it`s the time to let the world know that you have arrived`Affirmational MarketingRecently, there has been another prevalent style of marketing. This ad was published in last week's Globe & Mail. So what do you notice here besides the women? If you look closely, it mentions the type of individual this condo was built forand affirms that you're that individual - successful, informed and urban. It doesn't prompt you to be someone else and confirms that you've arrived.This is affirmational marketing.

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Affirmational Marketing

Harley Davidson is the epitome of Affirmational marketing and all riders take pride in the common values associated with the brand.This video describes these values and beliefs in detail.

http://www.youtube.com/watch?v=FPqkCxV8SkI&feature=related

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Encourages people to embrace their own individuality Celebrates personal successReinstates that individual & brand are tied through common valuesYou`ve arrivedAffirmational MarketingThe features of Affirmational marketing7

You sell Want to be uniqueSelf-esteem to narcissismTechnology advancementEgo BoomThe current generation of youth in Western societies has more ego than ever before. Self-esteem is turning into narcissism. People believe they are good the way they are, and want their uniqueness to stand out. In addition, technological progress has greatly facilitated personalization of peoples needs and wants: with internet access, we can purchase customized items and create our own profile. Marketers have identified this trend and are now engaging in the you sell: instead of selling a product, they are selling a concept, a value proposition that aims to make individuals unique. The crux of this idea is the reinforcement, or affirmation, of consumers self-image.8MarketingFactors influencing Marketing9Is Affirmational Marketing against religious beliefs?

ReligionFrom a Buddhist perspective, the more attached you are to your image, the more you are likely to suffer. Buddhists believe that Personal Branding is not healthy for your soul. In most religions, people visit places of worship and values are shared and externally defined. Therefore, many argue that affirmational marketing or the concept of You Sell will not work in a very religious society. In reality, however, it doesnt conflict too much with traditional religious views. God still exists. Only instead of being something external something greater than any one individual God is inside you.

10Rise of self-help books

AffirmationReassuranceValidationPermissionEducation

With the increase in education levels or literacy rates throughout the world, more and more self-help books are seen in the shelves of bookstores. This is not only true for western world or developed countries but also for the urban areas of the developing countries. The messages sell because they give people something theyre hungry for affirmation, reassurance, validation, permission. 11Different generations

Baby Boomers

Generation XMillenialsIdealistsHard-workingStressedSelf reliantSelf focusedAccept DiversityReject RulesTechno-wiseSophisticatedCelebrate DiversityRe-write RulesGenerationsBaby Boomers, as the cartoon suggests, still shoot for the moon and aspire to be something great. Aspirational works for them.Generation X - The rule breaker in them identifies with a Harley Davidson which is always marketed as an affirmationalMillenials - Re-write rules. We still may not be sure of what works for them there is no concrete data available, we can assume a few things, we need to on consumer research. Maybe they need a bit of both a sort of a hybrid strategy which we will discuss later.

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Illustration

Video Coca Cola http://www.youtube.com/watch?v=1vKDOWAf5M8&feature=related

13Shift towards AffirmationalCoca Cola final message

India (2011)

US (1990)

US (2011)Coca Cola going GLOCALSummary of the messageShift from Aspirational to Affirmational in North American Market. More of a hybrid marketing (blend of aspirational and affirmational) in USMore of aspirational marketing in India owing to cultural, social and economic conditionsGLOCAL perspective taken by Coca Cola14Cultural Implications

Hofstede Cultural DimensionsCulture is playing an important role in establishing the shift in marketing

Greater the power distance, greater the sense of collectivism, greater is the shift towards aspirational marketing

As societies evolves marketing strategy needs to change

Social StatusGenderCultureBelief (value) systems are the shared understanding of the way the world works. Our cultural beliefs are defined around five dimensions of cultural variability (adapted from Hofstede).1) Power DistanceThis focuses on the degree of equality or inequality between people. A high power distance indicates that inequalities of power and wealth have been allowed to grow in that society. Low power distance indicates that society de-emphasizes the differences between citizens power and wealth.2) IndividualismThis focuses on the degree the society reinforces individual or collective achievement. High individualism indicates that individuality and individual rights are paramount with the society. Individuals in these societies form a larger number of loose relationships (rather than close ties with a few individuals.)3) Masculinity & Femininity (Gender)This focuses on the degree that society reinforces, or does not reinforce, the traditional masculine work role model of male achievement, control, and power. High masculinity ranking indicates that society experiences high degree of gender differentiation.Typical masculine traits include aggressive, competitive, ambitious, dominant.Typical feminine traits include kindness, sympathy, pity, emotional, sensitive.4) Uncertainty AvoidanceThis focuses on the level of tolerance for uncertainty and ambiguity (i.e. unstructured situations) within society. High uncertainty avoidance leads to a rule-oriented society that institutes laws, rules, regulations, controls. There is less acceptability to change.5) Long Term OrientationThis focuses on the degree the society embraces long-term devotion to traditional values. High long-term orientation indicates a society that prescribes to the values of long term commitments and respect for tradition. Change happens more slowly here.

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Hypothesis needs to be tested16Sample size target 50, actual sample size 54 respondentsGender :Male : Female = 40.7% : 59.3 %Age: 18-30 92.6 %

Survey TimeLevel of religious beliefsNot religious or less religious than average 50.1 %Cannot really tell about their level of religious beliefs 20.4 %Religious or more religious than average 29.8 %

Gender factor does not affect customer preferences to large extentAge group (18-30) is more receptive to affirmational marketing and less receptive or neutral to aspirational marketingAffirmational: Higher rate of positive responses for North America Aspirational: High preference rate for Asian customersLevel of religious beliefs does not affect customer preferencesEducation Level (Bachelors/Masters) by assumption broaden customer horizons to be open to innovation

Survey FindingsInsightsThe results of our survey are consistent with existing literature: we have found that consumers who are younger, have a higher income and level of education than average are more receptive to affirmational marketing. This is because the younger generation grew up with technology, which is the facilitator for the ego boom. Also, higher income and educational levels lead to higher self-esteem.

However, different cultures still perceive aspirational and affirmational commercials differently. The gap in perception between developing and developed countries, as well as Western and non-Western cultures, still affects customers receptiveness to the marketing method. This difference in the decision-making process means that the correct marketing method must be selected for the right audience at the right time.

We must keep in mind that despite these cultural differences, preferences are not absolute: instead, there is always a range. 19Adopt mix of aspirational / affirmational marketing Extent of each depending on factorsRecommendationsGenderReligionFinancial StatusCultureSocialEducation20Implementation*Ways in which managers can implement affirmational marketingWith the ego boom generation in developed, primarily Western markets, people WANT to feel unique and want products that reflect and further reinforce their own identity. Recognizing these trends, depending on markets, marketers will likely want to engage in some level of affirmational marketing. So now the question remaining is HOW? Given both theory and empirical data, we have arrived at the following recommendations for managers. Provide choice when po