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MARKETING STRATEGY FOR “BRU” COFFEE , HINDUSTAN UNILEVER LIMITED USING FRAMEWORK OF THE TEXT CONSUMER BEHAVIOR AND MARKETI...
FLOW OF PRESENTATION<br />Step 1: Current Status of Product<br />Step 2: Current acbe’s (Components of WOCA) <br />				  (...
CURRENT STATUS OF BRU<br />Bru is a power brand from the HUL's stable. <br />A brand which pioneered the instant coffee ca...
CONTENT(Current Schema)<br />A Perspective on Consumer Behaviour<br />Affect and Cognition and Marketing Strategy<br />Beh...
SECTION 2<br />AFFECT AND COGNITION AND MARKETING STRATEGY<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />5<br />
Exhibit 3.2<br />TYPES OF AFFECTIVE RESPONSES<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />6<br />
Exhibit 3.2<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />7<br />
Exhibit 3.5<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />8<br />Cognitive Processes In Consumer Decision Making ...
ENVIRONMENT<br />Advetisement (33.33%), Salesman (33.34%), Family(33.34%),  <br />COGNITIVE PROCESS<br />INTRPRETATION PRO...
Exhibit 3.7SITUATION ONE<br />SCRIPT OF APPROPRIATE PROCEDURE <br />FOR BUYING A BRU COFFEE<br />BATCH 2009-2011<br />STEV...
Exhibit 3.7SITUATION TWO<br />SCRIPT OF APPROPRIATE PROCEDURE <br />FOR BUYING A BRU COFFEE<br />BATCH 2009-2011<br />STEV...
Exhibit 3.7SITUATION THREE<br />SCRIPT OF APPROPRIATE PROCEDURE <br />FOR BUYING A BRU COFFEE<br />BATCH 2009-2011<br />ST...
Exhibit 3.8<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />13<br />
Level of Product Knowledge<br />More abstract<br />Less abstract<br />BATCH 2009-2011<br />14<br />STEVENS BUSINESS SCHOOL...
BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />15<br />Exhibit 4.2<br />TYPES OF PRODUCT KNOWLEDGE<br />
Means-End Chains OF PRODUCT KNOWLEDGE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />16<br />Exhibit 4.4<br />
Exhibit 4.6<br />MEANS END CHAIN<br />DIRECT ELICITATION<br />FREE SORT TASK<br />TRIAD TASK<br />BATCH 2009-2011<br />STE...
DIRECT ELICITATION<br />Product Form<br />Price<br />Ingredients<br />Brand<br />Size<br />Availability<br />Variant<br />...
Exhibit 4.6<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />FREE SORT TASK<br />19<br />
Exhibit 4.6<br />TRIAD TASK<br />Bru and Nescafe<br />Tata Coffee<br /><ul><li>POP : Taste, Variety of Flavours
POD : Availability, Strong Aroma</li></ul>BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />20<br />
Exhibit 4.6<br />KEY ATTRIBUTES CONSIDERED BY CONSUMERS<br />Aroma<br />Flavour<br />Availability<br />BATCH 2009-2011<br ...
LADDERING - FLAVOUR<br />You said that the Flavour in Coffee is important to you in deciding what brand to buy? Why is tha...
Exhibit 4.7LADDERING - FLAVOUR<br />Why is it important to be passionate about work?<br />Because of this I’ll be able to ...
Exhibit 4.7LADDERING - AROMA<br />You said that the Aroma in Coffee is important to you in deciding what brand to buy? Why...
Exhibit 4.7LADDERING - AROMA<br />Why is it important to you to think about new ideas ?<br />So that I can represent mysel...
Exhibit 4.7LADDERING - AROMA<br />Why is it important for you to do better work?<br />Because it will give me social recog...
Exhibit 4.7LADDERING - AVAILABILITY<br />You said that the Availability in Coffee is important to you in deciding what bra...
Exhibit 4.7LADDERING - AVAILABILITY<br />Why is it important to spent more time with your friends?<br />Because I like to ...
Exhibit 4.7LADDERING - AVAILABILITY<br />Why is it important to you to remain in good health?<br />So that I can remain ph...
Exhibit 4.4<br />A MEC Model of Consumers’ Product Knowledge<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />30<br />
Exhibit 4.4<br />A MEC Model of Consumers’ Product Knowledge<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />31<br />
The Zaltman Metaphor Elicitation Technique interview<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />32<br />
PRE-INTERVIEW INSTRUCTION<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />The Zaltman Metaphor Elicitation Techniqu...
STORYTELLING<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />The Zaltman Metaphor Elicitation Technique interview<b...
EXPAND THE FRAME<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />The Zaltman Metaphor Elicitation Technique intervi...
The ZMET interview<br />SENSORY IMAGES<br />AROMA: BABBLE<br />TASTE:		<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<...
The ZMET interview<br />VIGNETTE<br />Hey Frenz! I am Bru Coffee. Your instant friend is now on duty. Just open the packet...
The ZMET interview<br />DIGITAL IMAGE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />38<br />7<br />1<br />3<br />...
MEC & ZMET<br />MEC					<br />Aroma<br />Flavour<br />Availability<br />ZMET<br />Association with Self esteem, Socializin...
Exhibit 4.8<br />A Basic Model of Consumer Product Involvement<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />40<b...
Consumer Product Involvement<br />Consumer Characteristic<br /><ul><li>Young,  Self Confident, Passionate, Socialising, (1...
Achiever (33.33%), Strivers (66.67%)</li></ul>Involvement<br /><ul><li>Affective responses & activated knowledge about att...
Price
Strong Aroma
Variants
Packaging</li></ul>Situational Self-relevance<br />Situational context<br /><ul><li>Free samples
Sales promotion
Celebrations
Less time to decide</li></ul>Interpretation & integration process<br />41<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOO...
EXPOSURE TO INFORMATION<br />Intentional exposure: 33.33 %<br />Accidental exposure: 66.67 %<br />BATCH 2009-2011<br />STE...
VARIATIONS IN COMPREHENSION<br />Exhibit 5.3<br />Automatic Processing<br />Highly Automatic<br />More Controlled<br />Lev...
Exhibit 6.1<br />LEVELS OF SPECIFICITY OF AN ATTITUDE CONCEPT<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />44<br />
SALIENT BELIEFS ABOUT AN OBJECT & ATTITUDE TOWARDS AN OBJECT<br />BATCH 2009-2011<br />45<br />STEVENS BUSINESS SCHOOL<br ...
Exhibit 6.3<br />Multiattribute Attitude Model<br />∑<br />A<br />=<br />o<br />b<br />e<br />i<br />i<br />i =1<br />Wher...
Exhibit 6.3<br />
Exhibit 6.3<br />
BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />49<br />Exhibit 7.2<br />
Exhibit 7.3<br />FORMING A CONSIDERATION SET OF BRAND CHOICE ALTERNATIVES<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOO...
Exhibit 7.7<br />EFFECT OF INVOLVEMENT AND PRODUCT KNOWLEDGE ON CONSUMERS’ PROBLEM SOLVING PROCESSES<br />High Involvement...
SECTION 3<br />BEHAVIOUR AND MARKETING STRATEGY<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />52<br />
Exhibit 8.1<br />ADOPTION/PURCHASE PROCESS<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />53<br />
A Common Behaviour Sequence for a Coffee Purchase<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />Exhibit 8.2<br />...
Measure Consumer Behavior<br />Consumption stage<br />Example of behaviors<br />Types of behavior<br />Sales Promotion<br ...
Exhibit 8.3<br />FACTORS AFFECTING INFORMATION SEARCH BY CONSUMERS<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />...
THE PROCESS OF CLASSICAL CONDITIONING<br />Exhibit 9.1<br />Unconditioned stimulus<br />Unconditioned  response<br />Neutr...
Exhibit 9.4<br />OPERANT CODITIONING<br />Sales Promotion Technique<br />Free Sample<br />Purchase of Product<br />Entry i...
Exhibit 10.1<br />Approach to influencing Overt Behaviors<br />Influence consumer’s affect and cognitions<br />Influence o...
Strategies Designed to Influence Overt Consumer Behavior<br />BATCH 2009-2011<br />60<br />STEVENS BUSINESS SCHOOL<br />Ex...
SECTION 4<br />INTRODUCTION TO THE ENVIRONMENT<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />61<br />
Analyzing Situation 1<br />SITUATION 1<br />Lazy – Exhausted<br />Environment: in the classroom, attending session<br />Go...
Exhibit 11.2<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />63<br />FIVE GENERIC CONSUMER SITUATIONS<br />
Exhibit 12.3<br />MODEL OF CULTURAL PROCESS<br />Cultural meaning in social and physical environment<br />Marketing strate...
Exhibit 13.1<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />65<br />TYPES OF SUBCULTURE<br />
Exhibit 14.1<br />TYPES OF REFERENCE GROUPS<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />66<br />
Exhibit 14.2<br />EFFECT OF PUBLIC-PRIVATE AND LUXURY-NECESSITY DIMENSIONS ON <br />REFERENCE GROUP INFLUENCE FOR PRODUCT ...
Exhibit 3.6CURRENT SCHEMA<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />68<br />
SECTION 5<br />CONSUMER ANALYSIS AND <br />MARKETING STRATEGY<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />69<br />
DESIRED STATUS<br />Repositioning: <br />A companion not just associated with happiness but also with self confidence, sel...
DESIRED SCHEMA<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />71<br />
Exhibit 15.1<br />BATCH 2009-2011<br />72<br />STEVENS BUSINESS SCHOOL<br />Task In Market Segmentation<br />
Market Segmentation<br />Segmentation Bases for Consumer Markets<br />
Market Segmentation<br />
Exhibit 16.3<br />BRAND COMMITMENT AND PURCHASING PATTERN<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />75<br />
Exhibit 16.4<br />BRAND LOYALTY AND USAGE RATE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />76<br />
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Bru coffee CBMS Project

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Its a Study of Consumer Behaviour and Marketing Strategy for Bru Coffee (Ahmedabad)

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  • hey it's very useful resource who starts business,,, like me by Nagarabhavi Shridhar
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  • College convocation celebration with frenz… wanted to relax .. Go to manali…. Too cold
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  • Transcript of "Bru coffee CBMS Project"

    1. 1. MARKETING STRATEGY FOR “BRU” COFFEE , HINDUSTAN UNILEVER LIMITED USING FRAMEWORK OF THE TEXT CONSUMER BEHAVIOR AND MARKETING STRATEGY BY PETER & OLSON FOR AHMEDABAD MARKET<br />“Happiness begins with Bru”<br />Presented By:<br />NIKITA SANGHVI<br />SOURCE: CONSUMER BEHAVIOUR AND MARKETING STRATEGY, 7TH Edition, <br />By J. Paul Peter And Jerry C. Olson (2010), TMH Education Pvt. Ltd.<br />
    2. 2. FLOW OF PRESENTATION<br />Step 1: Current Status of Product<br />Step 2: Current acbe’s (Components of WOCA) <br /> (Section 1 to Section 4)<br />Step 3: Desired Status of Product (With Reason)<br />Step 4: Desired acbe’s<br />Step 5: Marketing Strategy for Creating Desired acbe’s<br /> (Section 5)<br />Step 6: Justification <br /> (Why do you think whatever data has been given will give the desired status of product?)<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />2<br />
    3. 3. CURRENT STATUS OF BRU<br />Bru is a power brand from the HUL's stable. <br />A brand which pioneered the instant coffee category in Indian market in 1969<br />Bru is the market leader in coffee segment with a value share of 49.6 %.<br />Bru is positioned on the theme of happiness. <br />The brand has the tagline " Happiness begins with Bru". <br />The positioning and communication has been consistent with the brand's promise of kickstarting one's day with a Bru.<br />Annual Consumption of Coffee: 1 lakhtonne<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />3<br />
    4. 4. CONTENT(Current Schema)<br />A Perspective on Consumer Behaviour<br />Affect and Cognition and Marketing Strategy<br />Behaviour and Marketing Strategy<br />The Environment and Marketing Strategy<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />4<br />
    5. 5. SECTION 2<br />AFFECT AND COGNITION AND MARKETING STRATEGY<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />5<br />
    6. 6. Exhibit 3.2<br />TYPES OF AFFECTIVE RESPONSES<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />6<br />
    7. 7. Exhibit 3.2<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />7<br />
    8. 8. Exhibit 3.5<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />8<br />Cognitive Processes In Consumer Decision Making <br />
    9. 9. ENVIRONMENT<br />Advetisement (33.33%), Salesman (33.34%), Family(33.34%), <br />COGNITIVE PROCESS<br />INTRPRETATION PROCESS <br />ATTENTION and COMPREHENSION<br />Sales promotion(33.33%), Jingle(66.67%)<br />MEMORY<br />NEW KNOWLEDGE, MEANINGS AND BELIEF<br />New Ingredient (33.33%), Bitter Taste (33.33%), Nice Aroma (33.34%)<br />STORED KNOWLEDGE MEANING AND BELIEF<br />INTEGRATION PROCESS<br />ATTITUDES AND INTENTIONS DECISION MAKING <br />Favourable(66.67%) , Experiment (33.33%) <br />Purchase- 1007%<br />9<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />
    10. 10. Exhibit 3.7SITUATION ONE<br />SCRIPT OF APPROPRIATE PROCEDURE <br />FOR BUYING A BRU COFFEE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />10<br />
    11. 11. Exhibit 3.7SITUATION TWO<br />SCRIPT OF APPROPRIATE PROCEDURE <br />FOR BUYING A BRU COFFEE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />11<br />
    12. 12. Exhibit 3.7SITUATION THREE<br />SCRIPT OF APPROPRIATE PROCEDURE <br />FOR BUYING A BRU COFFEE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />12<br />
    13. 13. Exhibit 3.8<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />13<br />
    14. 14. Level of Product Knowledge<br />More abstract<br />Less abstract<br />BATCH 2009-2011<br />14<br />STEVENS BUSINESS SCHOOL<br />Exhibit 4.1<br />
    15. 15. BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />15<br />Exhibit 4.2<br />TYPES OF PRODUCT KNOWLEDGE<br />
    16. 16. Means-End Chains OF PRODUCT KNOWLEDGE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />16<br />Exhibit 4.4<br />
    17. 17. Exhibit 4.6<br />MEANS END CHAIN<br />DIRECT ELICITATION<br />FREE SORT TASK<br />TRIAD TASK<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />17<br />
    18. 18. DIRECT ELICITATION<br />Product Form<br />Price<br />Ingredients<br />Brand<br />Size<br />Availability<br />Variant<br />Packaging<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />Exhibit 4.6<br />18<br />
    19. 19. Exhibit 4.6<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />FREE SORT TASK<br />19<br />
    20. 20. Exhibit 4.6<br />TRIAD TASK<br />Bru and Nescafe<br />Tata Coffee<br /><ul><li>POP : Taste, Variety of Flavours
    21. 21. POD : Availability, Strong Aroma</li></ul>BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />20<br />
    22. 22. Exhibit 4.6<br />KEY ATTRIBUTES CONSIDERED BY CONSUMERS<br />Aroma<br />Flavour<br />Availability<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />21<br />
    23. 23. LADDERING - FLAVOUR<br />You said that the Flavour in Coffee is important to you in deciding what brand to buy? Why is that?<br />Because I like Strong and Dark Coffee.<br />(Psychosocial Consequences and Concrete Attribute)<br />Why is it important to have Strong and Dark Coffee?<br />Because it keeps me awake and alert and so that I don’t feel sleepy while doing CB Course Project .<br />(Functional Consequences)<br />Why is it important to remain awake and alert?<br />So that I can work passionately.<br />(Psychosocial Consequences)<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />Exhibit 4.7<br />22<br />
    24. 24. Exhibit 4.7LADDERING - FLAVOUR<br />Why is it important to be passionate about work?<br />Because of this I’ll be able to work efficiently and give better result.<br />(Instrumental Value)<br />Why is it important to give better result?<br />So that everybody will appreciate my work.<br />(Psychosocial Consequences)<br />Why is it important to get appreciation from everyone?<br />Then I’ll feel I am on the top of the world.<br />( Terminal Value)<br />Why it is important to feel that?<br />Because that will make me feel confident about myself.<br />( Psychosocial Consequence)<br /> Why it is important to feel confident about yourself?<br />That’s it !!! ……………….<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />23<br />
    25. 25. Exhibit 4.7LADDERING - AROMA<br />You said that the Aroma in Coffee is important to you in deciding what brand to buy? Why is that?<br />Because it brings a smile on my face.<br />(Psychosocial Consequences)<br />Why is it important to you to bring smile on the face?<br />Because it refreshes me.<br />(Psychosocial Consequences)<br />Why is it important to you to get refresh?<br />Because it will then activate my senses.<br />(Functional Consequences)<br />Why is it important to you to activate your sense?<br />So that I can think about new ideas.<br />(Psychosocial Consequences)<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />24<br />
    26. 26. Exhibit 4.7LADDERING - AROMA<br />Why is it important to you to think about new ideas ?<br />So that I can represent myself as innovative person.<br />(Instrumental Value)<br />Why is it important to you to represent yourself innovative?<br />So that I can differentiate myself in a crowd.<br />(Instrumental Value)<br />Why is it important to differentiate yourself in a crowd?<br />So that I can capture the attention of everyone. <br />(Psychosocial Consequence)<br />Why is it important to capture attention of everyone?<br />Because it gives me determination to do better work.<br />(Instrumental Value)<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />25<br />
    27. 27. Exhibit 4.7LADDERING - AROMA<br />Why is it important for you to do better work?<br />Because it will give me social recognition.<br />(Terminal Value)<br />Why is it important for you to get social recognition?<br />I don’t know!………………..<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />26<br />
    28. 28. Exhibit 4.7LADDERING - AVAILABILITY<br />You said that the Availability in Coffee is important to you in deciding what brand to buy? Why is that?<br />So that I don’t have to wander around to buy the product.<br />(Functional Consequences)<br />Why is it important to you to not to wander around?<br />Because it will help me to save time.<br />(Functional Consequences)<br />Why is it important to you to save time?<br />So that I can get back to my home early and spent more time with my friends.<br />(Psychosocial Consequences)<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />27<br />
    29. 29. Exhibit 4.7LADDERING - AVAILABILITY<br />Why is it important to spent more time with your friends?<br />Because I like to be with them.<br />(Psychosocial Consequences)<br />Why do you like to be with them?<br />Because it gives me pleasure.<br />(Psychosocial Consequences)<br />Why is it important to you to get pleasure?<br />So that I can remain cheerful every time.<br />(Terminal Value)<br />Why is it important to you to remain cheerful?<br />Because cheerfulness gives me good health.<br />(Instrumental Value)<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />28<br />
    30. 30. Exhibit 4.7LADDERING - AVAILABILITY<br />Why is it important to you to remain in good health?<br />So that I can remain physically fit.<br />(Terminal Value)<br />Why is it important to you to remain physically fit?<br />So that I can look attractive.<br />(Psychosocial Consequences)<br />Why is it important to you to look attractive?<br />Because this makes me feel good about me.<br />(Terminal Value)<br />Why is it important for you to feel good about yourself?<br />That’s it !!! ………………<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />29<br />
    31. 31. Exhibit 4.4<br />A MEC Model of Consumers’ Product Knowledge<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />30<br />
    32. 32. Exhibit 4.4<br />A MEC Model of Consumers’ Product Knowledge<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />31<br />
    33. 33. The Zaltman Metaphor Elicitation Technique interview<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />32<br />
    34. 34. PRE-INTERVIEW INSTRUCTION<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />The Zaltman Metaphor Elicitation Technique interview<br />33<br />
    35. 35. STORYTELLING<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />The Zaltman Metaphor Elicitation Technique interview<br />RELAX<br />CHEERFUL<br />CELEBRATION<br />DELHI TRIP<br />GET TOGETHER<br />COLD WINTER DAY<br />SUCCESSFUL TASK<br />ACTIVATES BRAIN<br />34<br />
    36. 36. EXPAND THE FRAME<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />The Zaltman Metaphor Elicitation Technique interview<br />VOLLEYBALL MATCH<br />CELEBRATION<br />STATION<br />MY HOME<br />HOT SPRINGS<br />AEROPLANE FLYING<br />35<br />
    37. 37. The ZMET interview<br />SENSORY IMAGES<br />AROMA: BABBLE<br />TASTE: <br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />36<br />
    38. 38. The ZMET interview<br />VIGNETTE<br />Hey Frenz! I am Bru Coffee. Your instant friend is now on duty. Just open the packet, add milk and sugar to me and I am prepared to as quickly as you desire. I am a companion for good time, happy time, success time, lovely time, relax time, bad times, idle time, sleepy time, exhaustive time, lonely time….<br />My favourable taste and strong aroma activates the nodes of your senses and again you become a new, improved, refreshed and enthusiastic star. … <br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />37<br />
    39. 39. The ZMET interview<br />DIGITAL IMAGE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />38<br />7<br />1<br />3<br />4<br />2<br />6<br />5<br />2<br />
    40. 40. MEC & ZMET<br />MEC <br />Aroma<br />Flavour<br />Availability<br />ZMET<br />Association with Self esteem, Socializing, Happiness <br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />39<br />
    41. 41. Exhibit 4.8<br />A Basic Model of Consumer Product Involvement<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />40<br />
    42. 42. Consumer Product Involvement<br />Consumer Characteristic<br /><ul><li>Young, Self Confident, Passionate, Socialising, (100%)
    43. 43. Achiever (33.33%), Strivers (66.67%)</li></ul>Involvement<br /><ul><li>Affective responses & activated knowledge about attributes, consequences and values</li></ul>Intrinsic Self-relevance<br />Product Characteristic<br /><ul><li>Strong Taste
    44. 44. Price
    45. 45. Strong Aroma
    46. 46. Variants
    47. 47. Packaging</li></ul>Situational Self-relevance<br />Situational context<br /><ul><li>Free samples
    48. 48. Sales promotion
    49. 49. Celebrations
    50. 50. Less time to decide</li></ul>Interpretation & integration process<br />41<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />
    51. 51. EXPOSURE TO INFORMATION<br />Intentional exposure: 33.33 %<br />Accidental exposure: 66.67 %<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />42<br />
    52. 52. VARIATIONS IN COMPREHENSION<br />Exhibit 5.3<br />Automatic Processing<br />Highly Automatic<br />More Controlled<br />Levels<br />Shallow<br />Deep<br />Elaboration<br />Less elaborated<br />More elaborated <br />Memorability<br />Lower recall<br />Greater recall<br />
    53. 53. Exhibit 6.1<br />LEVELS OF SPECIFICITY OF AN ATTITUDE CONCEPT<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />44<br />
    54. 54. SALIENT BELIEFS ABOUT AN OBJECT & ATTITUDE TOWARDS AN OBJECT<br />BATCH 2009-2011<br />45<br />STEVENS BUSINESS SCHOOL<br />Exhibit 6.1<br />
    55. 55. Exhibit 6.3<br />Multiattribute Attitude Model<br />∑<br />A<br />=<br />o<br />b<br />e<br />i<br />i<br />i =1<br />Where,<br />Ao = Attitude towards the object<br />bi= strength of the belief that the object has attributes <br />ei= evaluation of attribute<br />n = Number of salient belief about the object<br />BATCH 2009-2011<br />46<br />STEVENS BUSINESS SCHOOL<br />
    56. 56. Exhibit 6.3<br />
    57. 57. Exhibit 6.3<br />
    58. 58. BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />49<br />Exhibit 7.2<br />
    59. 59. Exhibit 7.3<br />FORMING A CONSIDERATION SET OF BRAND CHOICE ALTERNATIVES<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />50<br />
    60. 60. Exhibit 7.7<br />EFFECT OF INVOLVEMENT AND PRODUCT KNOWLEDGE ON CONSUMERS’ PROBLEM SOLVING PROCESSES<br />High Involvement, High Knowledge<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />51<br />
    61. 61. SECTION 3<br />BEHAVIOUR AND MARKETING STRATEGY<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />52<br />
    62. 62. Exhibit 8.1<br />ADOPTION/PURCHASE PROCESS<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />53<br />
    63. 63. A Common Behaviour Sequence for a Coffee Purchase<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />Exhibit 8.2<br />54<br />
    64. 64. Measure Consumer Behavior<br />Consumption stage<br />Example of behaviors<br />Types of behavior<br />Sales Promotion<br />WOM<br />Advertisement<br />Information contact<br />Pre purchase<br />Cash in Hand<br />Funds<br />Locate outlet<br />Enter Outlet<br />Purchase<br />Store contact<br />Product contact<br />Obtain Product<br />Transaction<br />Take product at home<br />Consumption<br />Post purchase<br />Consumption & Disposition <br />Tell others about product<br />Communication<br />
    65. 65. Exhibit 8.3<br />FACTORS AFFECTING INFORMATION SEARCH BY CONSUMERS<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />56<br />INCREASING THE INFLUENCING FACTOR CAUSES SEARCH TO:<br />INFLUENCING FACTOR <br />
    66. 66. THE PROCESS OF CLASSICAL CONDITIONING<br />Exhibit 9.1<br />Unconditioned stimulus<br />Unconditioned response<br />Neutral stimulus-<br />Product Song/ Tagline<br />Unconditioned stimulus -<br />Commercials in TV serials<br />Unconditioned response<br />Conditioned response –<br />Feelinf of Friendship and Happiness<br />Conditioned stimulus<br />57<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />
    67. 67. Exhibit 9.4<br />OPERANT CODITIONING<br />Sales Promotion Technique<br />Free Sample<br />Purchase of Product<br />Entry into store<br />Display ad<br />Purchase in Store <br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />58<br />
    68. 68. Exhibit 10.1<br />Approach to influencing Overt Behaviors<br />Influence consumer’s affect and cognitions<br />Influence overt consumer behavior<br />Marketing Mix stimuli placed in the environment<br />Information about consumer’s affect, cognitions, behaviors <br />Consumer research data<br />Sales, market share data<br />BATCH 2009-2011<br />59<br />STEVENS BUSINESS SCHOOL<br />
    69. 69. Strategies Designed to Influence Overt Consumer Behavior<br />BATCH 2009-2011<br />60<br />STEVENS BUSINESS SCHOOL<br />Exhibit 10.2<br />
    70. 70. SECTION 4<br />INTRODUCTION TO THE ENVIRONMENT<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />61<br />
    71. 71. Analyzing Situation 1<br />SITUATION 1<br />Lazy – Exhausted<br />Environment: in the classroom, attending session<br />Goal: To get Rejuvenate<br />Affect/Cognition: Feeling Sleepy but want to get alert<br />Behaviour: Went to Canteen, ask for coffee and go back to the class<br />SITUATION 2<br />Friends – Getogather<br />Environment: Enjoyment, fun time, Noisy envt.<br />Goal: To Spent quality time and get pleasure and collect some memories<br />Affect/Cognition: Happy and excited to be with friends<br />Behaviour: Prepares coffee and Snacks for all<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />62<br />
    72. 72. Exhibit 11.2<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />63<br />FIVE GENERIC CONSUMER SITUATIONS<br />
    73. 73. Exhibit 12.3<br />MODEL OF CULTURAL PROCESS<br />Cultural meaning in social and physical environment<br />Marketing strategies<br />Other Institutors<br />Fashion System<br />Cultural meaning in Product and Service<br />Cultural meaning in Consumer<br />Social Interaction<br />Intentional Actions<br />64<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />
    74. 74. Exhibit 13.1<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />65<br />TYPES OF SUBCULTURE<br />
    75. 75. Exhibit 14.1<br />TYPES OF REFERENCE GROUPS<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />66<br />
    76. 76. Exhibit 14.2<br />EFFECT OF PUBLIC-PRIVATE AND LUXURY-NECESSITY DIMENSIONS ON <br />REFERENCE GROUP INFLUENCE FOR PRODUCT AND BRAND CHOICE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />67<br />
    77. 77. Exhibit 3.6CURRENT SCHEMA<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />68<br />
    78. 78. SECTION 5<br />CONSUMER ANALYSIS AND <br />MARKETING STRATEGY<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />69<br />
    79. 79. DESIRED STATUS<br />Repositioning: <br />A companion not just associated with happiness but also with self confidence, self appreciation , self recognition.<br />Re-launch the various flavours of Bru Coffee as companion for different affective responses.<br />Introduce the whole range of Bru Coffee as <br />“Café in your own Home” <br />Remove the node of “Strong Taste” as one of the reason for low A0<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />70<br />
    80. 80. DESIRED SCHEMA<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />71<br />
    81. 81. Exhibit 15.1<br />BATCH 2009-2011<br />72<br />STEVENS BUSINESS SCHOOL<br />Task In Market Segmentation<br />
    82. 82. Market Segmentation<br />Segmentation Bases for Consumer Markets<br />
    83. 83. Market Segmentation<br />
    84. 84. Exhibit 16.3<br />BRAND COMMITMENT AND PURCHASING PATTERN<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />75<br />
    85. 85. Exhibit 16.4<br />BRAND LOYALTY AND USAGE RATE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />76<br />
    86. 86. Exhibit 17.1 <br />TYPES OF AFFECTIVE RESPONSE<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />77<br />
    87. 87. Exhibit 17.1<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />78<br />
    88. 88. BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />79<br />Exhibit 17.3<br />TWO ROUTES TO PERSUASION IN THE ELM<br />
    89. 89. AN ANALYSIS OF CONSUMER VULNERABILITY<br />Exhibit 17.5<br />ATTITUDE TOWARDS OUR BRAND<br />TWO DIMENSION<br />Neutral<br />Dislike <br />Like <br />Our regular customers who are vulnerable to our competitors<br />Buy regularly <br />Loyal to our brand<br />PAST <br />PURCHASE PATTERNS <br />OF OUR BRAND<br />Buy Occasionally<br />Occasional customers who are vulnerable to our competitors<br />Customers of competing brands who are vulnerable to our brand<br />Forget it<br />Never Buy <br />BATCH 2009-2011<br />80<br />STEVENS BUSINESS SCHOOL<br />
    90. 90. Exhibit 17.6<br />THE MECCAS MODEL<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />81<br />
    91. 91. Exhibit 17.6<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />82<br />
    92. 92. Exhibit 19.1<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />83<br />The Wheel of Consumer Analysis: <br />Channel Strategy Issues<br />
    93. 93. BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />84<br />
    94. 94. ***THANK YOU***<br />BATCH 2009-2011<br />STEVENS BUSINESS SCHOOL<br />85<br />
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