Self Concept & Lifestyle
MKT 750Dr. West
Agenda
“Boots the Chemists” CampaignActual versus Ideal SelfLifestyleVALS versus MonitorDigging into the DDB data
Getting to Know Your Customers
Try to get beyond the surface …Demographic information tells us characteristics about these consumers
If we want to successfully serve our customers we need to understand …
How they think and feel, and what matters most to them
Case Study: Boots The Chemists
Largest pharmacy chain in Britain J. Walter Thompson launched a strategic relationship building campaign
Background Research Consumer perceptions – “man in the white coat”
Trusted authority, but cold and sterile New positioning “look good and feel good”
Understanding, stimulating, personalized, fulfilling, enjoyable
Case Study: Boots The Chemists
Campaign Objectives Increase profitability by increasing frequency of visits and amount spent per visit Enroll 8 million cardholders in 12 months Achieve an incremental sales increase of 3.2 percent
Case Study: Boots The Chemists
Target Audience 83% of customers are women Focus on young women who could be motivated to “treat themselves” rather than “deal-seekers”
Creative Strategy Boots Rescue Resolution
Self-Concept
Our self-concept is defined as the totality of the thoughts and feelings one has about him- or herself
Dimensions of Self-Concept
Actual Self Ideal Self
Private Self
How I see myself
How I would like to see myself
Public (Social)
Self
How others see me
How I would like others to see me
ExtendedSelf
IdealSelf
ActualSelf
Need Recognition
What happens when there is a “gap” between our actual and idea self?
Measuring Self-Concept
Measuring Brand Image
The Relationship Between Self-Concept and Brand
Image
Lifestyle
VALS – values and lifestyle Attempts to tap relatively enduring attitudes/values (self-orientation) and resources
MINDBASE – values and life stageFocuses on core values and life cycle stages to classify individuals
VALS segmentationsorts consumers into an eight-part typology:
Self-orientation: Principle oriented Status oriented Action oriented
Level of Resources High Low
MINDBASE SEGMENTS
How do these compare?
Which seems more accurate, informative, or useful? Why?How can we utilize this information?
Lifestyle and Consumption
VALS Distribution
Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Total
VALS Distribution
Total Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler
Monitor “Mindbase”
Case Study: Boots The Chemists
Evaluation Launch produced a database of 8 million BTC customers More than 3 percent sales increase in year 1, 8 percent in year 2 Cardholders’ average purchase was 8 percent high than non-cardholders
DDB Needham Group Exercise
Try to identify AIO statement in the DDB data that correspond to one of the VALS lifestyle groups. Examine how the demographics in the DDB data compare to the associated VALS segment.Identify a product that is well-suited for the VALS group you have identified and develop a marketing plan using both the information you know from VALS and the DDB data.Be sure to have someone in your group write a “brief” of your findings.
Summary
Understanding the “psychographics” of your customers can provide useful insights for communicating with them and building strong brand relationships.
AssignmentReading:
Chapters 14 - 16 (pp 500 - 508, 513 - 517, 525 - 542, 556 - 565, 570 - 578)
Topic: Consumer Decision Making
Assignment: Look over the “Shopping Insights Diary” assignment and begin to introspect on your own buying decision processes
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