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Consumer behavior case study : Tudor  Fashion
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Consumer behavior case study : Tudor Fashion

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Consumer behavior case study : Tudor  Fashion Consumer behavior case study : Tudor Fashion Presentation Transcript

  • Consumer Behavior Case Study: Tudor Fashions Submitted By: Group 2 Aditya Zutshi (09BM8005), Ambuj Agarwal (09BM8007), Nidhi Bansal (09BM8028), Shweta Jain (09BM8031), Amit Sarangal (09BM8082) & Shilpa Gautam (09BM8085)
  • Ques1: What kind of information was the basis for CEO’s decision about Tudor Shoes?
    • CEO was measuring consumer attitudes by Observation of Behavior.
  • Results
    • Above changes resulted in change in consumption pattern of product i.e. Tudor shoes
    • CEO related this change in consumer behavior with declining sales over past 2 yrs
    • Decided to move from “high quality – affordable price” to “high price – high quality” image
    • Though Observation method is usually used to supplement other research methods like (qualitative investigations: focus group, depth interviews, TAT & Attitude Scale)
    View slide
  • Ques 2:Analyse the pros and cons of Prashant’s decision about Tudor Shoes
    • Pros
      • Able to recognize changing consumer attitude, perception and preference
      • Identified the need of changing product range in consensus with all departmental heads
      • Realized that they need to keep pace with the changing trends for future growth
    View slide
  • Cons
    • Lost the existing segment – middle class
      • Created confusion among customer about the brand image
      • Drastic price changes were not accepted by customers
    • Lost the competitive advantage of selling good quality affordable range shoes
    • Marketing communication strategy was missing
      • Tried to enter into new market without proper repositioning efforts
    • POD wrt premium brands was missing
      • For premium shoes other brands were recalled, not Tudor
    • This all resulted into further decrease in market share
  • Ques 3: Suggest an Approach to change consumer perception and attitudes about Tudor shoes.
  • Proposed Approach
    • To Change Perception
      • Inputs to the perception process i.e. the stimuli – Vision & Hearing through marketing communication
      • The design changes should be such that it crosses the differential threshold but at the same time the price point should not vary to such a large extent.
      • They can launch new sub brand for high end premium shoes
    • To Change Attitude
      • Change the criteria for evaluation
        • Earlier they evaluated on basis of affordable prices and no fuss – elegant shoes for office.
    • Changing basic motivational function :
      • Emphasis on “Value-expressive” function
        • Will help consumers illustrate their personality & lifestyle to be in trend with what others are wearing.
      • Ego defensive function
        • To support self concept and be part of the latest trend of bold shoes
    • Changing brand belief (as part of altering components of the multi-attribute model)
  • Ques4: Designing Marketing Communication
    • Objective of the communication
      • Changing Customer perception and attitude towards new range of Tudor shoes
      • Make the middle class aware of the changing trends and try moving them to higher category shoes.
      • Keeping existing customer segment satisfied
        • By emphasizing the wide range of shoes & assured quality and comfort
      • Adding new customer segment (upper middle class & upper class)
        • Adding “Style” as the dimension with Tudor’s brand Image.
    • Target Audience
      • Middle class (for existing range)
      • Upper Middle and Upper class (for premium range)
    • Communication Medium
      • Peripheral route of persuasion
      • Low involvement medium like Television
      • Prints ads to give snapshot of the range of shoes and emphasizing the assured quality and comfort.
  • Message Content
    • Launching new sub brand - Premium
      • Highlight points of difference
      • Target other-directed people
    • Creating positive attitude
      • Communicate knowledge about latest styles, bold looks and high quality of new range of Tudor shoes
      • Increase trial ability at Retail outlets to communicate quality
      • Establishing New image of the Sub-brand for premium range shoes
    • New range of shoes should come with introductory offers
    • Salesforce to be used for imparting knowledge
    • Advertisements:
      • Using advertisements focusing on emotional appeal
      • Shoe in the contrast using the figure and ground theory
      • Showing a group of office goers wearing comfortable yet stylish Tudor shoes.
      • High Frequency of advertisements
  •