Project on emotionbasedmarketing of mobile


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Project On Emotion Based Marketing-2nd Sem-MBA

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Project on emotionbasedmarketing of mobile

  1. 1. s1mocoSIMOC'O TELEC'OMMIJJ'1, C'.A:riO:NS(SA)LTD BLOCK EP & GP,SEC'TOR-V,BIDHA,'I NAGAJ KOLKATA- 700009J,INDIA SEPTEMBER,2006 ARINDAM CHAKRABORTY PGDBM(2"d SEM) IISWBM-KOLKATA s1mocoTheUftimaleMagic Machine Magic in Price , Magic in Style
  2. 2. Outline Emotion based product design 1. Concepts 2. Design 3. Processes 4. Implications 5. Product Evaluation s1mocoThoUftimalaMagic Machine Magic in Price , Magic in Style
  3. 3. CONCEPTS Emotion is a significant dimension,that when people give voice to their individual thoughts and feelings,wecan get some kind of truth,a truth that would otherwise elude us,no matter how many facts we assembled - Tony hall,CEO,BBC News Emotion penetratesevery facet of our life.Without emotion we just have bare facts.Rclationships bctvccn po)plc arc not based on fact,logic or scientific analysis.Thcy arc based on emotion.The cenTerof allbu.sinesssuccess are succe.s....jitl reltlfionship. Emotional influence & rationality It is well known but not accepted that customer choice is rarely based on rational decision making alonc.Thc greater part ofCustomcrchoicc is based on emotional influcncc.Rat:ional decision comes i ntoplay to justify and control ouremotional drivcs.Customcrs purchase products they li ke from people they like rather than pu rchasing products they like from people they dislike.Customers like people who give them added emotional val ue.When there is lack of emoLional value they perceive front-line staff tobe cold,indifferent.disinlercsted and acting in a mcchanistic,imJXrsonal way. Price,Value & Emotion Price is no more than a function of perceived value.which itself isderived from ou r feelings OOw imp011ant this product is to us.ln other words priceis a function of emotion.Price isa funcrion of how Ve fed about a specific product,senrice or exfericnce.We rationalize ou r feelings & usc cold logic if wecan spend Rs 5000 or Rs 7000 for a spo;ific product.Suppose we have used a Nokia and a Sim<X:o mobile equipment with same features.Thc only difference between the tVO is liesin customer'sperceptions based on status &specific nsationsof touch,fecl,pcrsonal i nteraction to eachof which specific values are attributed in determining choice.ln other words.the difference is our feelings abou t the two con trasting experiences. Common ocnoc,Pcrccptiono & Emotion Common sc.nsc can be seen asemotional wisdom.Through experience people develop a scase of what todo m any given situation.The emotions& J=Crceptionsarc based on sensing of what is goingon and are interpreted in the light of past feelingsand experience.People who apply common sense rely t.'eavily on instinct.gut feel and what the· perceive to be everyone's interest. Emotional Proposition According to Charles Dunstone who runs The earphone Warehousedealing with mobile phones and tariffsdoing the best by any company is to mett each customer'sinterests& not trying so sell them mobiles which arc more expensive than their needsdictate.He has developed a 'emotional proposition'for the company to Vork to: Rational Mission Emotional Prooosition Recognisable brand Impartiality Mc<tningful Gu;;u-antc.c.s Wide range Knowledge s1moco Innovative You ng f riendly Unconventional Customer'sChampion ThourtimalaMaglc Machine Magic in Price , Magic in Style
  4. 4. CONCEPTS ADDING EMOTIONAL VALUE Attribu tes Customer External Attributes l )Emolionc.l Conneclili/y:- It occurs when two people are able tocxprcss,share,apprcciatc and understand their genui ne fcllingsabout any given situation or about each other.The mjorit•;of employeeset pecially man ngen have to be tuned in to imotional rcquircmcnts.spccif ic need of the customers. The people have to be like to be likod & go ou t of their way todo things customers liked .Customer like when front -line people of the company demonstrate genuine intcrest(an cmotion)in the peop:c they arc serving.It is the two way processof emotional connectivity that helps establish mutualI)' added emotional val ue. 2)/nlegrily :- Integrity is the ability to exercise trust at every interface between the company.its employees & its customers.Customers want thecompany and its people to be 'asgood as their word'.A cornerstone of emotion al intelligence is the ability to be honest within one self about his feeli ngsand to manage them accordingly.An individuouserosion of integrity takes place as!hey act out a roledi vorced from their true self. Val ues;.uc w hal lJOOlJIC feel & eXlJIC:-.:-.cll iu lheil evetycJuy llchCJviuuJ:-., Pulling emotional value to the producT by means of inTegrity cri!ates Trust among the cusTomers leadingtowards Brand LoyalTy. 3)CreaTivit'; :- Creativity is the innovative initiative taken up by thecompany to pleasccustomcrs.To provide suchopportunities requires the abolition of fixed.rigid thinking pattcrns(bascd on systems)& the creation of cl ustersof new thinkinand feeling patterns about ways to please customcrs.Emot:ional needs of customersarc translated in innovative designsand upgradatio11 of products accordingly.Jn successful companies people usc their emotional intelligence tocreate opoltu­ nitics to please customers. s1mocoThourtimalaMaglc Machine Magic in Price , Magic in Style
  5. 5. O•t oB• t te*""" CONCEPTS STRATEGY FOR MOBILE PHONES To understand user'semotional needsasopposed to functional needs relevant to the design of the products thlt users really want & mctimescan not describe clcarly.lnnovativc upgradation of designs consideri ng the emotional needsof customers in different segments ,creative feedback fromcustomers and due considerations. TECHNIQUES • Fun tionaJ analysis • Emphasized customer product application • ScniDry analysis,cmotjonal rcsponsc,usability • Statistical approach using multivariate anal ysis techniques • Look/Feel quality,Feelingquality,Touch/Feel quality of product design • Image technology KANSEI MODEL An intcgrat:d i motional response such as comfortfeelingof luxuriousness and open ness Resulted from sensory response to the external stiniUJi. THE MULTIVARIATE APPROACH 0 Transla t on of emotional response to the product design clement us ng the mul ti-var--i ate aralys s sud' as MANOVA. I '=•...,<H•onou.,...,._ - => I K.lllo':111••• Moo•• b => IUOS•O........... 1',b I I .,.vu nu •• ll tm•o• T•'OIOQv I o OccatQn 11 E)(pOri Sy$lCHV r..ot:>ryLOCilloe MCR N....-0.1 NC>t"'Q,.I( Tr•n•l•tion ,.,.oo••• - a.lodeling s1mocoTheUftimaleMagic Machine Magic in Price , Magic in Style
  6. 6. CONCEPTS DESIGN FOR EMOTION & SENSIBILITY o Finding the Structure of User Reaction and StructureEmotionalResponse a Within the framewortc of Human factorsInProduct Oesigf use,-..centeredProduct Design • Performance • Cost • Product Usability • Satisfaction,Pleasure • Image .--.-r -r"' Get Satisfaction Emotton, Usabthty,Custom=r Sattsfactton The ISO 9241 Standard Defines Three components Of 'Quality Of Use' • Effectiveness (Do:s the product do what the users require?) • Efficiency (Can the users Jearn the user inte1facc quickly?) (Can they carry out tasks with minimum expended effort with minimum errors?) • :;atsfaction (Do users express satisfaction with the product?) (Do:s the new product reduce stress?) stmocoTheUftimaleMagic Machine Magic in Price , Magic in Style
  7. 7. oo DESIGN FOR EMOTION & SENSIBILITY Usability a Pleasure of Use Functional Layout Innovative Interface Pleasurable Interaction TouchtFeeltlook ..OrUHi!ltiOn O'f ,-.,.,od-cc a;.._,.ae• h/P ' el L -k/ eaiQu CGn'tlpe.tition to got CUI:soton,r Att:cnt:lon stmocoTheUttimaleMagic Machine Magic in Price , Magic in Style Conlpetition to get Cîustcnrner Attention
  8. 8. MODELLING APPROACH TO EMOTION BASED DESIGN User Preference : f I Design Features "StatisticalModel",'EmpiricalModel s1mocoTheUftimaleMagic Machine Magic in Price , Magic in Style
  9. 9. J PROCEDURE The Jook-aud-feel of the mobile phone was i nvestigated in Korea usingconsumer survcy.Scvcnty­ c:ight pmticipantsevaluated the design of 50 different mobile ptx>ncson the pcrccivcd scale of image/impression charactcristics.including luxuriousncss,si mplicity,attractivcncss,colourfulncss, tcxturc.delicacy.harmoniousncss,silcncc,rigidity &overall satisfaction.Stepwisc multiple linear regression analysis were used to evaluate the rcsults.Thc resultsshowed that the image and i mpression characteristicsof the products were closely related to the human-product i nterface spccifica tioos as well as overall shape of the product.Design vmiablcs such as tcxturc,usc: of surfacccur·lature,surfacc trcatmcn t.operating sound and control response ratjo were perceived as i mportant to the customers.Thisstudy also suggestsa series of statistical process for selecting and screening the critical design variables closely related to the customer's impression of the product. PROCEDURE 1 ( -1. Define design property ro --f -p -roduct family _] [2. Det:cnnfnc target: population _j 3.ClassifY dimensions of user satlsfattlon r- ( 4. JdenUfy product design elements r ( S. Conduct huenan 'f"actor-; experienent:s J l ( 6. Develop models J 1)Deline design property olproduct Tamlly(Type olproduci=Moblle) s1mocoTheUftimaleMaglc Machino Magic in Price , Magic in Style
  10. 10. --­ PROCEDURE 2)Determlne Target Population 3)Procedure For Dellnlng User Satisfaction Expressions r"elated to user sat:lsf'actlon !. -·- Pe-!:.lgn conce-pt fis-t Awsoeiation tech.,iqu<P Dlctlon3ry, rn;::,rkc:<ting brochure 'l-,OQ vnc:nhul•rl""• [ Xntegrat:lon, elimination, screening Qr ln•tor'"lnQ ' I Repre..sent.ative expres.slons .!- I Extract: .... sor sat:lsfact:lon dl rnonslons r Cla$$i¥y usco=r $Dti$factlon dimensions ' • ANinlty dlaQ"I-""' stmocoTheUftimaleMagic Machine Magic in Price , Magic in Style