20. Advertising to fit FCB Grid requirements LEARN-FEEL- DO I) INFORMATIVE FEEL-LEARN-DO II) AFFECTIVE DO-LEARN-FEEL III) HABITUAL DO-FEEL-LEARN IV) SATISFACTION THINKING FEELING HIGH INVOLVEMENT LOW INVOLVEMENT
21. Category Differences Consumer Products Consumer Durables Services Corporate Lower values Higher values Indeterminate No value Frequent purchase Infrequent Indeterminate Variable Narrow/Broad Target customer Narrow Target Customer Variable Very wide/ variable Role of advertising in brand-building will tend to vary with category type
62. Key Differences Consumer Product Consumer Durable - Relatively low value - Relatively higher value - Repeated purchase every week/month - Infrequent purchase every five years + - Routinized purchase behaviour - Extended problem solving purchase - Less persons involved in purchase - More persons involved in purchase - Less information sought - More information sought - More emotional decisions - More rational decisions
63.
64.
65.
66.
67. Indian Consumer Durable Penetration All India Household Penetration of key durables: Washing Machines 2.7% Refrigerators 11.1% Two Wheeler 4.7% Cars 0.5% Mixie 17.0% Analyse penetration by Urban / Rural, SEC, Town Class, Region, etc.
