Consumer behavior case study : Tudor Fashion


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Consumer behavior case study : Tudor Fashion

  1. 1. 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)
  2. 2. Ques1: What kind of information was the basis for CEO’s decision about Tudor Shoes? <ul><li>CEO was measuring consumer attitudes by Observation of Behavior. </li></ul>
  3. 3. Results <ul><li>Above changes resulted in change in consumption pattern of product i.e. Tudor shoes </li></ul><ul><li>CEO related this change in consumer behavior with declining sales over past 2 yrs </li></ul><ul><li>Decided to move from “high quality – affordable price” to “high price – high quality” image </li></ul><ul><li>Though Observation method is usually used to supplement other research methods like (qualitative investigations: focus group, depth interviews, TAT & Attitude Scale) </li></ul>
  4. 4. Ques 2:Analyse the pros and cons of Prashant’s decision about Tudor Shoes <ul><li>Pros </li></ul><ul><ul><li>Able to recognize changing consumer attitude, perception and preference </li></ul></ul><ul><ul><li>Identified the need of changing product range in consensus with all departmental heads </li></ul></ul><ul><ul><li>Realized that they need to keep pace with the changing trends for future growth </li></ul></ul>
  5. 5. Cons <ul><li>Lost the existing segment – middle class </li></ul><ul><ul><li>Created confusion among customer about the brand image </li></ul></ul><ul><ul><li>Drastic price changes were not accepted by customers </li></ul></ul><ul><li>Lost the competitive advantage of selling good quality affordable range shoes </li></ul><ul><li>Marketing communication strategy was missing </li></ul><ul><ul><li>Tried to enter into new market without proper repositioning efforts </li></ul></ul><ul><li>POD wrt premium brands was missing </li></ul><ul><ul><li>For premium shoes other brands were recalled, not Tudor </li></ul></ul><ul><li>This all resulted into further decrease in market share </li></ul>
  6. 6. Ques 3: Suggest an Approach to change consumer perception and attitudes about Tudor shoes.
  7. 7. Proposed Approach <ul><li>To Change Perception </li></ul><ul><ul><li>Inputs to the perception process i.e. the stimuli – Vision & Hearing through marketing communication </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>They can launch new sub brand for high end premium shoes </li></ul></ul><ul><li>To Change Attitude </li></ul><ul><ul><li>Change the criteria for evaluation </li></ul></ul><ul><ul><ul><li>Earlier they evaluated on basis of affordable prices and no fuss – elegant shoes for office. </li></ul></ul></ul>
  8. 8. <ul><li>Changing basic motivational function : </li></ul><ul><ul><li>Emphasis on “Value-expressive” function </li></ul></ul><ul><ul><ul><li>Will help consumers illustrate their personality & lifestyle to be in trend with what others are wearing. </li></ul></ul></ul><ul><ul><li>Ego defensive function </li></ul></ul><ul><ul><ul><li>To support self concept and be part of the latest trend of bold shoes </li></ul></ul></ul><ul><li>Changing brand belief (as part of altering components of the multi-attribute model) </li></ul>
  9. 9. Ques4: Designing Marketing Communication <ul><li>Objective of the communication </li></ul><ul><ul><li>Changing Customer perception and attitude towards new range of Tudor shoes </li></ul></ul><ul><ul><li>Make the middle class aware of the changing trends and try moving them to higher category shoes. </li></ul></ul><ul><ul><li>Keeping existing customer segment satisfied </li></ul></ul><ul><ul><ul><li>By emphasizing the wide range of shoes & assured quality and comfort </li></ul></ul></ul><ul><ul><li>Adding new customer segment (upper middle class & upper class) </li></ul></ul><ul><ul><ul><li>Adding “Style” as the dimension with Tudor’s brand Image. </li></ul></ul></ul>
  10. 10. <ul><li>Target Audience </li></ul><ul><ul><li>Middle class (for existing range) </li></ul></ul><ul><ul><li>Upper Middle and Upper class (for premium range) </li></ul></ul><ul><li>Communication Medium </li></ul><ul><ul><li>Peripheral route of persuasion </li></ul></ul><ul><ul><li>Low involvement medium like Television </li></ul></ul><ul><ul><li>Prints ads to give snapshot of the range of shoes and emphasizing the assured quality and comfort. </li></ul></ul>
  11. 11. Message Content <ul><li>Launching new sub brand - Premium </li></ul><ul><ul><li>Highlight points of difference </li></ul></ul><ul><ul><li>Target other-directed people </li></ul></ul><ul><li>Creating positive attitude </li></ul><ul><ul><li>Communicate knowledge about latest styles, bold looks and high quality of new range of Tudor shoes </li></ul></ul><ul><ul><li>Increase trial ability at Retail outlets to communicate quality </li></ul></ul><ul><ul><li>Establishing New image of the Sub-brand for premium range shoes </li></ul></ul>
  12. 12. <ul><li>New range of shoes should come with introductory offers </li></ul><ul><li>Salesforce to be used for imparting knowledge </li></ul><ul><li>Advertisements: </li></ul><ul><ul><li>Using advertisements focusing on emotional appeal </li></ul></ul><ul><ul><li>Shoe in the contrast using the figure and ground theory </li></ul></ul><ul><ul><li>Showing a group of office goers wearing comfortable yet stylish Tudor shoes. </li></ul></ul><ul><ul><li>High Frequency of advertisements </li></ul></ul>