Driven by an interest in learning/practicing the different roles of agency life, I was challenged by a planner to address an issue of a brand I admire. As a photographer who has always shot Canon, I chose to address the declining sales in compact cameras due to the rise in smartphone technology.
This chapter discusses consumer motivation and motivation research. It introduces a model of the motivation process and explores the concepts of goals, motives, and needs. Needs can be innate or acquired. Motivation is the driving force that impels consumers to action. Goals are the results of motivated behavior and can be generic or product-specific. Motivation can be positive or negative. Both rational and emotional motives influence goal selection. The chapter also examines frustration, defense mechanisms, arousal of motives, and Maslow's hierarchy of needs. It outlines qualitative motivational research techniques used to uncover hidden motivations.
The document discusses different levels of consumer decision making including extensive problem solving, limited problem solving, and routinized response behavior. It also summarizes different models of consumer decision making including the economic, passive, cognitive, and emotional views. Additionally, it outlines the three main stages of consumer decision making - need recognition, prepurchase search, and evaluation of alternatives.
This document outlines strategies for different market positions in competitive dynamics. It discusses how market leaders can expand total market demand to defend their share by finding new customers, increasing usage, and protecting their position with continuous innovation. Challengers should look for ways to attack leaders, while followers and nichers focus on competing effectively. The document provides examples of these strategies from various industries in Asia.
This chapter discusses motivation and values in consumer behavior. It explains that products can satisfy different consumer needs and that the level of involvement with a product, marketing message, or purchase situation impacts how consumers evaluate products. Cultural values shape the types of products consumers prefer. The chapter also addresses how materialism, or the importance placed on possessions, varies among consumers and influences their priorities and behaviors.
This document discusses the emergence of masstige marketing in India. Masstige refers to brands that occupy the space between mass and luxury markets by offering premium quality products at affordable prices. Some key points:
1) Luxury brands are extending into the masstige market by producing more affordable product lines under their existing brand names to attract newer customers from the middle class.
2) Tommy Hilfiger was an early adopter of this strategy in India through a joint venture launching watches, apparel and accessories.
3) The masstige approach allows brands to gain new customers without compromising their luxury image by offering value-conscious consumers aspirational products at reasonable prices.
Chapter 5 Personality And Consumer BehaviorAvinash Kumar
The document discusses theories of personality and how they relate to consumer behavior. It covers Freudian theories that see consumption as reflecting unconscious drives. Neo-Freudian theory examines social relationships and feelings of inferiority. Trait theory views personality as traits like innovativeness and dogmatism that influence choices. Cognitive factors like need for cognition also affect responses to ads. Materialism and compulsive buying are examined. Color and product personalities are discussed in how they shape brand perceptions.
The document discusses the dynamics of perception from three aspects: perceptual selection, organization, and interpretation. It focuses on perceptual selection, which involves consumers selectively attending to environmental stimuli based on three main factors: the nature of the stimulus, their previous experiences, and their motives. Consumers filter stimuli through selective exposure, selective attention, perceptual defense, and perceptual blocking mechanisms. They tend to notice stimuli that confirm their beliefs and fulfill their needs, while ignoring threatening or irrelevant information.
This chapter discusses consumer motivation and motivation research. It introduces a model of the motivation process and explores the concepts of goals, motives, and needs. Needs can be innate or acquired. Motivation is the driving force that impels consumers to action. Goals are the results of motivated behavior and can be generic or product-specific. Motivation can be positive or negative. Both rational and emotional motives influence goal selection. The chapter also examines frustration, defense mechanisms, arousal of motives, and Maslow's hierarchy of needs. It outlines qualitative motivational research techniques used to uncover hidden motivations.
The document discusses different levels of consumer decision making including extensive problem solving, limited problem solving, and routinized response behavior. It also summarizes different models of consumer decision making including the economic, passive, cognitive, and emotional views. Additionally, it outlines the three main stages of consumer decision making - need recognition, prepurchase search, and evaluation of alternatives.
This document outlines strategies for different market positions in competitive dynamics. It discusses how market leaders can expand total market demand to defend their share by finding new customers, increasing usage, and protecting their position with continuous innovation. Challengers should look for ways to attack leaders, while followers and nichers focus on competing effectively. The document provides examples of these strategies from various industries in Asia.
This chapter discusses motivation and values in consumer behavior. It explains that products can satisfy different consumer needs and that the level of involvement with a product, marketing message, or purchase situation impacts how consumers evaluate products. Cultural values shape the types of products consumers prefer. The chapter also addresses how materialism, or the importance placed on possessions, varies among consumers and influences their priorities and behaviors.
This document discusses the emergence of masstige marketing in India. Masstige refers to brands that occupy the space between mass and luxury markets by offering premium quality products at affordable prices. Some key points:
1) Luxury brands are extending into the masstige market by producing more affordable product lines under their existing brand names to attract newer customers from the middle class.
2) Tommy Hilfiger was an early adopter of this strategy in India through a joint venture launching watches, apparel and accessories.
3) The masstige approach allows brands to gain new customers without compromising their luxury image by offering value-conscious consumers aspirational products at reasonable prices.
Chapter 5 Personality And Consumer BehaviorAvinash Kumar
The document discusses theories of personality and how they relate to consumer behavior. It covers Freudian theories that see consumption as reflecting unconscious drives. Neo-Freudian theory examines social relationships and feelings of inferiority. Trait theory views personality as traits like innovativeness and dogmatism that influence choices. Cognitive factors like need for cognition also affect responses to ads. Materialism and compulsive buying are examined. Color and product personalities are discussed in how they shape brand perceptions.
The document discusses the dynamics of perception from three aspects: perceptual selection, organization, and interpretation. It focuses on perceptual selection, which involves consumers selectively attending to environmental stimuli based on three main factors: the nature of the stimulus, their previous experiences, and their motives. Consumers filter stimuli through selective exposure, selective attention, perceptual defense, and perceptual blocking mechanisms. They tend to notice stimuli that confirm their beliefs and fulfill their needs, while ignoring threatening or irrelevant information.
This document outlines strategies for changing consumer attitudes. It defines attitudes and discusses their components and formation. Four main strategies for attitude change are described: 1) Changing beliefs about competitor brands, 2) Associating products with admired groups/causes, 3) Altering components of multi-attribute models like attributes or brand ratings, and 4) Changing basic motivation functions like the utilitarian, ego-defensive, value-expressive, or knowledge functions. The document also addresses resolving conflicts between positive and negative attitudes.
Kraft Foods owns the Toblerone brand of chocolate. The document provides an overview of Kraft Foods, the history and manufacturing of Toblerone in Switzerland, and Kraft's marketing strategies for Toblerone in Spain. It discusses Kraft's segmentation, positioning, pricing, promotion and distribution of Toblerone in the Spanish market. The summary focuses on key details about Kraft Foods, the Toblerone brand, and its marketing in Spain.
The chapter discusses perception and how it relates to consumer behavior. It explains that perception involves a three-stage process where raw stimuli are translated into meaningful interpretations. Marketers aim to appeal to consumers' senses through product design and messaging, while using symbols and positioning to influence how their products and brands are perceived. The chapter also addresses controversial topics like subliminal advertising and how perception is shaped by learned patterns and expectations.
This document discusses various aspects of culture and how it impacts marketing. It defines culture and discusses how culture manifests through norms, consumption patterns, values and sanctions. It classifies cultural values into other-oriented, environment-oriented and self-oriented categories. It also discusses how culture is learned through enculturation and acculturation. Key elements that are part of a culture are discussed such as material culture, language, aesthetics, education, religion and social interactions. The document provides examples of how these different elements impact marketing tasks.
This document outlines key concepts from Chapter 5 of the textbook "Consumer Behavior, Ninth Edition" by Schiffman and Kanuk on the topic of personality and consumer behavior. It discusses several theories of personality including Freudian theory, trait theory, and cognitive personality factors. It also covers topics like brand personality, product personality, consumer ethnocentrism, and how personality influences consumer decision making. The chapter presents models and frameworks to understand how personality shapes consumer preferences, choices, and relationships with brands.
The document analyzes how Bilkent Prestige Cinema positions itself relative to competitors through customer surveys. It maps various activities on dimensions of individualism vs collectivism and relaxation vs fun based on customer ratings. Bilkent Prestige Cinema is positioned as providing an individualistic and relaxing activity. The document identifies an opportunity for Bilkent Prestige Cinema to also offer more of a collectivistic and relaxing activity.
The document discusses pricing strategies for new and established products. For new products, it describes price skimming, which sets a high initial price to earn profits from early adopters, and penetration pricing, which uses a low initial price to gain market share. For established products, it examines reasons to maintain, lower, or raise prices in response to factors like costs, demand shifts, and competition. Differential pricing is also covered, which charges
This document discusses the role of motives in guiding consumer behavior. It defines motives as inner urges that prompt a person to action. Motivation is the process that initiates, guides, and maintains goal-oriented behavior. Motives serve several roles including defining basic strivings, identifying goal objects, influencing choice criteria, and deciding other influences. There are different types of buying motives such as emotional, rational, and patronage motives. Motives can be aroused through physiological, emotional, cognitive, and environmental means. Motive combinations also occur through linking and bundling. The dynamics of motivation involve needs never being fully satisfied, new needs emerging, and people setting higher goals as old ones are achieved.
Attitude and change - Consumer Behavior Flies Network
The document discusses theories of consumer attitude formation and change. It describes attitudes as learned predispositions to behave favorably or unfavorably towards an object. It presents models of attitude structure, including the tricomponent model dividing attitudes into cognitive, affective, and conative components. Multi-attribute models examine how attitudes are composed of beliefs about an object's attributes. The theory of reasoned action includes subjective norms. Strategies for changing attitudes include associating products with groups, resolving conflicts, and altering attribute beliefs. Attribution theory examines how people explain events and how that affects attitudes.
Needs and Motivation
Model of the Motivation Process
Types of Needs
Goals
Goals Structure for Weight Control
The Selection of Goals,
The Dynamic Nature of Motivation,
1. A neuromarketing study analyzed consumer brain responses to brands through fMRI scans. It found that traditional self-reported surveys did not accurately predict purchase behaviors, as emotional brain regions still encouraged smoking despite claimed intentions to quit.
2. An experiment analyzed brand memory from viewers of the TV show American Idol. It found Coca-Cola placements within the show were best remembered, while Ford commercials saw reduced recall from lack of integration. This highlighted how emotionally engaging placements boost brand memory over disconnected ads.
3. Neuromarketing techniques can better predict consumer actions by understanding unconscious emotional brain responses that often contradict rational thinking. Well-integrated product placements that engage emotional regions are more effective than
The document discusses Zenith Electronics Corporation's marketing strategy for their HDTV. It addresses forecasting HDTV demand from 1992 to 2000 under pessimistic, most likely, and optimistic scenarios. It also examines factors to consider for market research strategies, such as aspect ratio analysis and analyzing price, promotion, product, and distribution preferences of consumers.
The document discusses various factors that influence the persuasiveness of communications, including source credibility, attractiveness, and power; message-related factors like structure, appeals, and humor; and channel factors such as personal vs. nonpersonal channels, media pacing, and environmental context. It provides examples of how companies have utilized celebrities, comparisons, fear appeals, and humor in their advertising messages and campaigns.
Core values define how products are used in societies and influence acceptable market relationships and behaviors. Culture includes learned beliefs, values, customs, and responses that direct consumer behavior. Cultural characteristics are learned and shared within groups. Marketers must understand how culture affects consumer pre-purchase activities like information search and post-purchase activities like product use. Culture also influences social classes that are hierarchical groups distinguished by factors like occupation, income, education, and prestige. Understanding differences in subcultures and cross-cultural groups is important for marketers to effectively target various national markets.
This document discusses key concepts related to consumer perception. It defines perception as how consumers select and organize sensory stimuli to understand the world. Sensation is the basic response of senses to stimuli, while thresholds refer to minimum levels of detection. Attention, interpretation and other factors influence perception. Principles like repetition and contrast impact how noticeable stimuli are. Risk perception considers functional, financial and other risks of products. Strategies can impact a consumer's exposure to, and processing of, marketing stimuli.
CONSUMER BEHAVIOUR is an important concept when it comes to marketing. Therefore, consumer involvement in the product also plays an important role in understanding consumer behaviour. The slides share in-depth explanation about what is consumer involvement
Integrated Marketing Communication Plan for Idea CellularDipak Senapati
This document summarizes the history and marketing strategies of Idea Cellular Limited, an Indian telecommunications company. It discusses how Idea started in 1995 and expanded through mergers and acquisitions over the years. The document also describes Idea's marketing communications approaches, including its use of television, print, radio, and outdoor advertising. A key part of Idea's strategy has been socially-relevant ad campaigns addressing issues like education, health, and the environment.
This document provides an analysis of the integrated marketing communications plan for the launch of the Apple Watch. It begins with an industry and market analysis of the smart watch market. It then describes the Apple Watch product. Next, it analyzes target consumers and competitors. It outlines the segmentation, targeting and positioning strategy. It defines the communication objectives and integrated marketing communication channels and phases of product launch. It then describes the marketing and promotion channels of advertising, public relations, sales promotion and cause marketing. Finally, it provides an integrated marketing communication budget.
This document discusses various theories of personality and how they relate to consumer behavior and marketing. It covers Freudian concepts of the id, ego and superego and how unconscious motives can influence purchases. It also discusses other theories like trait theory and how personality traits can predict media usage. Market research techniques are presented for understanding psychographics, lifestyles and values that influence consumer choices and how they can be used to segment markets and position brands.
This document introduces service design as planning and organizing people, infrastructure, communication, and material aspects of a service to improve quality and interactions between providers and customers. It discusses key ingredients like user touchpoints and systems that services depend on. The document outlines a common service design method including research phases to discover needs and opportunities, define the problem, develop solutions, and deliver the final service. It notes that true service design for existing customers can be disruptive and requires commitment over the long term. Examples of where to find service design opportunities include everyday life and consumer issues.
This document outlines strategies for changing consumer attitudes. It defines attitudes and discusses their components and formation. Four main strategies for attitude change are described: 1) Changing beliefs about competitor brands, 2) Associating products with admired groups/causes, 3) Altering components of multi-attribute models like attributes or brand ratings, and 4) Changing basic motivation functions like the utilitarian, ego-defensive, value-expressive, or knowledge functions. The document also addresses resolving conflicts between positive and negative attitudes.
Kraft Foods owns the Toblerone brand of chocolate. The document provides an overview of Kraft Foods, the history and manufacturing of Toblerone in Switzerland, and Kraft's marketing strategies for Toblerone in Spain. It discusses Kraft's segmentation, positioning, pricing, promotion and distribution of Toblerone in the Spanish market. The summary focuses on key details about Kraft Foods, the Toblerone brand, and its marketing in Spain.
The chapter discusses perception and how it relates to consumer behavior. It explains that perception involves a three-stage process where raw stimuli are translated into meaningful interpretations. Marketers aim to appeal to consumers' senses through product design and messaging, while using symbols and positioning to influence how their products and brands are perceived. The chapter also addresses controversial topics like subliminal advertising and how perception is shaped by learned patterns and expectations.
This document discusses various aspects of culture and how it impacts marketing. It defines culture and discusses how culture manifests through norms, consumption patterns, values and sanctions. It classifies cultural values into other-oriented, environment-oriented and self-oriented categories. It also discusses how culture is learned through enculturation and acculturation. Key elements that are part of a culture are discussed such as material culture, language, aesthetics, education, religion and social interactions. The document provides examples of how these different elements impact marketing tasks.
This document outlines key concepts from Chapter 5 of the textbook "Consumer Behavior, Ninth Edition" by Schiffman and Kanuk on the topic of personality and consumer behavior. It discusses several theories of personality including Freudian theory, trait theory, and cognitive personality factors. It also covers topics like brand personality, product personality, consumer ethnocentrism, and how personality influences consumer decision making. The chapter presents models and frameworks to understand how personality shapes consumer preferences, choices, and relationships with brands.
The document analyzes how Bilkent Prestige Cinema positions itself relative to competitors through customer surveys. It maps various activities on dimensions of individualism vs collectivism and relaxation vs fun based on customer ratings. Bilkent Prestige Cinema is positioned as providing an individualistic and relaxing activity. The document identifies an opportunity for Bilkent Prestige Cinema to also offer more of a collectivistic and relaxing activity.
The document discusses pricing strategies for new and established products. For new products, it describes price skimming, which sets a high initial price to earn profits from early adopters, and penetration pricing, which uses a low initial price to gain market share. For established products, it examines reasons to maintain, lower, or raise prices in response to factors like costs, demand shifts, and competition. Differential pricing is also covered, which charges
This document discusses the role of motives in guiding consumer behavior. It defines motives as inner urges that prompt a person to action. Motivation is the process that initiates, guides, and maintains goal-oriented behavior. Motives serve several roles including defining basic strivings, identifying goal objects, influencing choice criteria, and deciding other influences. There are different types of buying motives such as emotional, rational, and patronage motives. Motives can be aroused through physiological, emotional, cognitive, and environmental means. Motive combinations also occur through linking and bundling. The dynamics of motivation involve needs never being fully satisfied, new needs emerging, and people setting higher goals as old ones are achieved.
Attitude and change - Consumer Behavior Flies Network
The document discusses theories of consumer attitude formation and change. It describes attitudes as learned predispositions to behave favorably or unfavorably towards an object. It presents models of attitude structure, including the tricomponent model dividing attitudes into cognitive, affective, and conative components. Multi-attribute models examine how attitudes are composed of beliefs about an object's attributes. The theory of reasoned action includes subjective norms. Strategies for changing attitudes include associating products with groups, resolving conflicts, and altering attribute beliefs. Attribution theory examines how people explain events and how that affects attitudes.
Needs and Motivation
Model of the Motivation Process
Types of Needs
Goals
Goals Structure for Weight Control
The Selection of Goals,
The Dynamic Nature of Motivation,
1. A neuromarketing study analyzed consumer brain responses to brands through fMRI scans. It found that traditional self-reported surveys did not accurately predict purchase behaviors, as emotional brain regions still encouraged smoking despite claimed intentions to quit.
2. An experiment analyzed brand memory from viewers of the TV show American Idol. It found Coca-Cola placements within the show were best remembered, while Ford commercials saw reduced recall from lack of integration. This highlighted how emotionally engaging placements boost brand memory over disconnected ads.
3. Neuromarketing techniques can better predict consumer actions by understanding unconscious emotional brain responses that often contradict rational thinking. Well-integrated product placements that engage emotional regions are more effective than
The document discusses Zenith Electronics Corporation's marketing strategy for their HDTV. It addresses forecasting HDTV demand from 1992 to 2000 under pessimistic, most likely, and optimistic scenarios. It also examines factors to consider for market research strategies, such as aspect ratio analysis and analyzing price, promotion, product, and distribution preferences of consumers.
The document discusses various factors that influence the persuasiveness of communications, including source credibility, attractiveness, and power; message-related factors like structure, appeals, and humor; and channel factors such as personal vs. nonpersonal channels, media pacing, and environmental context. It provides examples of how companies have utilized celebrities, comparisons, fear appeals, and humor in their advertising messages and campaigns.
Core values define how products are used in societies and influence acceptable market relationships and behaviors. Culture includes learned beliefs, values, customs, and responses that direct consumer behavior. Cultural characteristics are learned and shared within groups. Marketers must understand how culture affects consumer pre-purchase activities like information search and post-purchase activities like product use. Culture also influences social classes that are hierarchical groups distinguished by factors like occupation, income, education, and prestige. Understanding differences in subcultures and cross-cultural groups is important for marketers to effectively target various national markets.
This document discusses key concepts related to consumer perception. It defines perception as how consumers select and organize sensory stimuli to understand the world. Sensation is the basic response of senses to stimuli, while thresholds refer to minimum levels of detection. Attention, interpretation and other factors influence perception. Principles like repetition and contrast impact how noticeable stimuli are. Risk perception considers functional, financial and other risks of products. Strategies can impact a consumer's exposure to, and processing of, marketing stimuli.
CONSUMER BEHAVIOUR is an important concept when it comes to marketing. Therefore, consumer involvement in the product also plays an important role in understanding consumer behaviour. The slides share in-depth explanation about what is consumer involvement
Integrated Marketing Communication Plan for Idea CellularDipak Senapati
This document summarizes the history and marketing strategies of Idea Cellular Limited, an Indian telecommunications company. It discusses how Idea started in 1995 and expanded through mergers and acquisitions over the years. The document also describes Idea's marketing communications approaches, including its use of television, print, radio, and outdoor advertising. A key part of Idea's strategy has been socially-relevant ad campaigns addressing issues like education, health, and the environment.
This document provides an analysis of the integrated marketing communications plan for the launch of the Apple Watch. It begins with an industry and market analysis of the smart watch market. It then describes the Apple Watch product. Next, it analyzes target consumers and competitors. It outlines the segmentation, targeting and positioning strategy. It defines the communication objectives and integrated marketing communication channels and phases of product launch. It then describes the marketing and promotion channels of advertising, public relations, sales promotion and cause marketing. Finally, it provides an integrated marketing communication budget.
This document discusses various theories of personality and how they relate to consumer behavior and marketing. It covers Freudian concepts of the id, ego and superego and how unconscious motives can influence purchases. It also discusses other theories like trait theory and how personality traits can predict media usage. Market research techniques are presented for understanding psychographics, lifestyles and values that influence consumer choices and how they can be used to segment markets and position brands.
This document introduces service design as planning and organizing people, infrastructure, communication, and material aspects of a service to improve quality and interactions between providers and customers. It discusses key ingredients like user touchpoints and systems that services depend on. The document outlines a common service design method including research phases to discover needs and opportunities, define the problem, develop solutions, and deliver the final service. It notes that true service design for existing customers can be disruptive and requires commitment over the long term. Examples of where to find service design opportunities include everyday life and consumer issues.
The document discusses potential concepts for Tough Mudder post-event recap videos. It proposes shifting from a fast-paced, promotional style to a more personal narrative focusing on the emotions and accomplishments of participants. Interviews and location footage would help connect viewers to each event. By highlighting struggle and growth, the new concept aims to more deeply engage past participants and build an emotional bond with the Tough Mudder experience.
World's Toughest Mudder is the culminating event of the Tough Mudder series. To drive interest, the concept taps into herd psychology and competitive spirit by profiling local participants from the previous year's event and highlighting regional and national participation numbers on social media. This builds momentum by engaging competitors' competitive nature and fear of missing out on proving themselves on Tough Mudder's largest stage.
The document provides guidance for creating a Tough Mudder Valentine's Day Facebook post that aligns with the brand. It suggests using a photo that shows either camaraderie among friends or a couple, with copy that mixes Valentine's sentiments with references to the challenges of Tough Mudder races. Examples given include taglines that juxtapose romantic cliches with tough athletic feats to capture both the holiday and gritty spirit of Tough Mudder. The post aims to catch viewers' attention with unexpected contrasts.
The document promotes upcoming women's and men's lacrosse games for UC Santa Barbara against Berkeley and Stanford respectively, providing the dates, times, and website for further information.
The document summarizes the branding efforts of the Recreational Sports program at UCSB from 2010. It discusses developing a single unified logo and brand identity, creating a brand story and slogan of "Where Gauchos Play", and protecting the brand identity through consistent logo use and marketing messages. The goal was to increase brand recognition of the program which previously lacked a cohesive brand and identity.
The document proposes creative banners to increase the recreational presence on campus and build the recreational brand identity at UCSB. It discusses researching other campus recreation programs, gathering feedback from recreation staff, and analyzing participation data to guide the banner designs. Three key objectives for the banners are to accurately represent recreation programs and offerings, increase recognition of programs, and make sustainable long-term marketing investments. The document provides guidance on distinguishing the banners from athletics banners and focuses the visuals on active participation in recreation activities.
The document seeks to connect with students through banners promoting recreational sports and activities on campus, such as yoga, tennis, volleyball, football, lacrosse, climbing, and softball. The banners display messages like "Today I play [sport]" and "Today I do yoga" to engage the 18,000 bikers, walkers, and skaters that participate in recreation on campus daily.
UCSB alumni Kellock Irvin and Cody Corona have created UCSB NYC to connect the over 1,500 UCSB alumni living in the New York City area. Their goal is to create a website and network to organize professional, social, and support opportunities for both current and prospective Gauchos. The website will feature news, profiles, advice columns, and multimedia content. UCSB NYC also aims to provide career resources and support for recent graduates moving to NYC. Overall, the network seeks to address the challenge of alumni feeling disconnected after graduating, by building a strong Gaucho community in New York City.
1. Driven by an interest in learning/practicing the different roles
of agency life, I was challenged by a planner to address an
issue of a brand I admire:
Canon faces declining sales in compact cameras
due to rising technology in smartphones
This is a brief [in progress] of how Canon can capitalize on
the popularity of smartphone photography.
Enjoy!
-Kellock
Canon: Fighting for the Love of Photography
S ta r t D at e : J a n ua r y 2 0 13
2. Canon: Fighting for the Love
TAKE THE NEXT STEP
DRIVE CONSUMER SALES BY TARGETING USERS OF MOBILE APPS
CREATE STRONG BRAND CONNECTION WITH NEW CONSUMERS
GET A CAMERA IN THE CONSUMERS HAND
PRESENTATION DIALOGUE
1. FLOODGATES ARE OPEN THANKS TO SOCIAL NETWORKS LIKE INSTAGRAM WHERE THE VALUE OF A
GOOD PHOTO HAS SKYROCKETED. USERS HAVE ALSO BEEN PRIMED TO PHOTOGRAPHY AND THE ART OF
CAPTURING A MOMENT AND SHARING IT. NOW WE WANT THEM, AND THEY WILL NATURALLY, WANT MORE.
2. THIS IS A MATURE INDUSTRY WHERE MOST BUYERS (PAST, PRESENT, FUTURE) ARE EITHER UPGRADING
OR ADDING A 2ND TO THE HOUSEHOLD. IF WE CREATE CONNECTION WITH THEM NOW, IT MEANS FUTURE
SALES DOWN THE ROAD
3. STARK DIFFERENCE BETWEEN A PHONE IN YOUR HAND AND A CAMERA IN YOUR HAND, WE WANT THEM
TO FEEL THE RUBBERIZED GRIP, THE TITANIUM BODY. CREATES LASTING SENSATION. HARD TO IGNORE
3. Canon: Fighting for the Love
ISSUE
IMAGING TECHNOLOGY IN SMART PHONES IS IMPROVING, WHILE THE SALES OF COMPACT CAMERAS ARE DECREASING
PRESENTATION COPY
BIGGER QUESTION, ARE THEY LOSING REVELANCE?
INDUSTRY WIDE CAMERA SALES SAW 25% DROP B/W AUGUST ‘11-’12
CONSUMERS TAKING PICTURES WITH PHONES INCREASED 10% (NPD)
BOTTOM LINE IS SMARTPHONES ARE TAKING COMPACT CAMERAS BY A STORM
ARE SMART PHONES THE COMPETITION?
4. Canon: Fighting for the Love
MARKET TREND
VOLUME OF SALES v. VALUE OF SALES
PRESENTATION DIALOGUE
1. RESEARCH/REPORTS INDICATE THAT WHILE THE NUMBER OF CAMERAS SOLD HAVE DROPPED OVER THE
YEARS, THE REVENUE FROM CAMERAS HAS REMAINED STEADY (GFK RESEARCH) (CANON POSTED INCREASED
DSLR DEMAND Q2 , DROP IN Q3, EXPECTED INCREASE DEMAND FOR Q4, ENGADGET)
CANON ANNUAL REVIEW REPORTED GROWTH IN SALES IN DSLR CAMERAS DESPITE SETBACKS FROM ‘11 DUE
TO THAI FLOODS
2. WE INTERPRET THIS TO MEAN LESS PEOPLE ARE BUYING MORE EXPENSIVE CAMERAS. THERE SEEMS TO
BE A SHIFT IN INTEREST TOWARDS A BETTER PRODUCT. A BETTER PHOTO.
3. FITS THE MOLD OF OUR TARGET AUDIENCE…MILLENNIALS
SMART PHONES ARE THE LAUNCH PAD
5. Canon: Fighting for the Love
PRESENTATION DIALOGUE
• 75% OF WORKFORCE IN 2025
• 74% REPORT INFLUENCE ON PURCHASE DECISIONS OF OTHERS
• ONLY KNOW WORLD WITH INTERNET/SMART PHONES. UNDERSTAND SOCIAL CURRENCY OF GOOD PHOTOS
THE TARGET
MILLENIALS | AGES: 18-33 | A GENERATION THIRSTING FOR VALIDATION THROUGH THE LENS OF SOCIAL NETWORKS
BIG | INFLUENTIAL | DIGITALLY UNIQUE
6. Canon: Fighting for the Love
PERSONA: THE RESTLESS
FOLLOWING THEIR HEARTS IS APPROPRIATE THAN FOLLOWING FOOTSTEPS
THEY DESIRE EMOTION RATHER THAN CONVENTION
WILLING TO PAY A PREMIUM FOR A HIGHER QUALITY GOOD
PRESENTATION DIALOGUE
• SHOP BOUTIQUE OVER MACYS, TRAVEL GUATEMALA OVER CABO, DRINK LA COLUMBE OVER STARBUCKS
7. Canon: Fighting for the Love
PRESENTATION DIALOGUE
• PHOTOS ON SOCIAL NETWORKS TOO OFTEN SINK IN NEWS FEED QUICKSAND
• FOR A TARGET LOOKING TO EXPRESS HUGELY INFLUENTIAL MOMENTS, CAN BE LET DOWN
• CAMERA CAN JUSTIFY SPEAK TO MOMENTS
PERSONAS: THE RESTLESS
DEMOGRAPHICALLY, OUR TARGET HAS THE MEANS AND DESIRE TO EXPLORE
PSYCHOGRAPHICALLY, THEY’RE SEEKING FOR SOMETHING MORE THAN A HASHTAG
THEY’LL NEVER FULLY BE ABLE TO COMMUNICATE THE EXPERIENCE THEY HAD, BUT A PHOTO JUST MIGHT
8. Canon: Fighting for the Love
PERSONAS: THE EXPECTING
ON THE VERGE OF WELCOMING SOMEONE NEW TO THEIR LIVES
AN ANTICIPATED MOMENT
PRESENTATION DIALOGUE
• TRANSFORMATIONAL MOMENT THAT BRINGS PEOPLE, BEYOND THOSE DIRECTLY INVOLVED, TOGETHER
• WANT TO FEEL THE SAME TINGLES OF THAT MOMENT 30 YEARS LATER
9. Canon: Fighting for the Love
PERSONAS: THE EXPECTING
BECAUSE THIS PERSON DESERVES MORE PIXELS
THIS PERSON DESERVES MORE: TIME, ATTENTION, EFFORT, PIXELS
10. Canon: Fighting for the Love
INSIGHT
A PHOTO ON YOUR PHONE IS AN ACT OF DISENGAGEMENT (PHONE=REACTION) v. (CAMERA=ACTION)
1.
A PHOTO ON YOUR CAMERA IS AN ACT OF COMMITMENT DIFFERENCE IN EXPECTATION
GENERATION WHO WOULD RATHER BE SEEN AS UNIQUE THAN A SHEEP
SMARTPHONE OFFERS ABILITY TO IMMEDIATELY SHARE EVEN THE MOST MUNDANE, BUT IS LIMITED TO THE IMMEDIATE
2.
PHOTO IS LOST TO THE NEWSFEED QUICKSAND
BECOMES IRRELEVANT MOMENTARILY
IN SCHOOL, WORK, RELATIONSHIPS, ETC THE OBJECTIVE IS NOT TO ERR
PHOTOGRAPHY IS ABOUT MISTAKES AND LEARNING, BECOMING BETTER
3.
LIFE IS ALSO ABOUT MAKING MISTAKES AND LEARNING, BECOMING BETTER
11. Canon: Fighting for the Love
Brand Value
YOUR LIFE IS DEFINED BY YOUR PERSPECTIVE
PRESENTATION DIALOGUE
STYLE IS IDENTITY. THE WAY YOU PUT THINGS TOGETHER. THE WAY YOU JUXTAPOSE
THINGS. THE FOCUS OF YOUR PHOTO.
STYLE IS A TRAIT DEVELOPED OVER TIME, NOT AS A REACTION.
LIVE THROUGH YOUR OWN LENS
12. Canon: Fighting for the Love
BRAND VALUE: VALUE OF THE MOMENT JUSTIFIES BETTER TECHNOLOGY
PRESENTATION DIALOGUE
THESE AREN’T JUST EXTRA TOYS, EXTRA RINGS ON YOUR FINGER. THIS IS THE TECHNOLOGY THAT SEPARATES
A MEMORY FROM BEING ANOTHER SO-SO PHOTO, TO ONE THAT SPEAKS VOLUMES.
13. Canon: Fighting for the Love
STRATEGY STATEMENT
SMART PHONES HAVE SPARKED AN INTEREST IN PHOTOGRAPHY AMONGST MILLENIALS
SMART PHONES HAVE ALSO DILUTED THE ART AND VALUE OF “PHOTOGRAPHY”
WE WANT TO CELEBRATE THE INTEREST,
WHILE (LIGHTLY ) CONDEMNING THE DILUTION
14. Canon: Fighting for the Love
STRATEGY: CELEBRATE THE INTEREST
IDEAS FOR CREATIVE EXECUTION
BROADCAST: CHRONICLE PROGRESS FROM PHONE TO CAMERA
PRINT:
DIGITAL INTERACTIVE: GEOTAG CHALLENGE (FILM OPPORTUNITY AS WELL)
SOCIAL MEDIA:
PRESENTATION DIALOGUE
DIGITAL INTERACTIVE: PEOPLE CAN UPLOAD THEIR GEOTAGGED PHONE PICS. CHALLENGING OTHERS TO
GO/FIND THAT PLACE, NEAR OR FAR, AND TAKE SAME PICTURE BUT WITH CANON. CONNECT PEOPLE
WITH SIMILAR INTERESTS, SIMILAR TRAVELS, SIMILAR EXPERIENCES AND A REASON/DESIRE TO RETURN.
FB INTEGRATION E.G. NYC CITY HALL SUBWAY STATION, BASE OF MOUNTAIN AT SNOWBIRD, FIRST DATE
RESTAURANT, VENICE BEACH OUTDOOR GYM, CA-1
COULD ADD SCVNGR GAMIFICATION ASPECTS TO WEBSITE
15. Canon: Fighting for the Love
STRATEGY: CONDEMN THE DILUTION
IDEAS FOR CREATIVE EXECUTION
SOCIAL MEDIA: #WATEREDDOWN
PRESENTATION DIALOGUE
THESE DAYS, THERE ARE BLOGS ABOUT EVERYTHING , FROM MITT ROMNEY’S STRAY HAIR TO
PHOTOBOMBS TO MOCHA ART. PEOPLE SEEM TO ENJOY RIDICULING WHAT OTHER PEOPLE UPLOAD.
#WATEREDDOWN IS A SIMPLE WEBSITE AND GUERILLA INSTAGRAM CAMPAIGN WHERE WE
ENCOURAGE PEOPLE TO HASHTAG IN THE COMMENTS OF THEIR FRIENDS MUNDANE EVERYDAY PHOTOS
(THAT PEOPLE SHOULD JUST BE LIVING) AS #WATEREDDOWN. THOSE TAGGED PHOTOS WOULD THEN BE
UPLOADED TO THE WATERED DOWN PAGE.
BY DOING A SOCIAL MEDIA CAMPAIGN, WE TIP TOE AROUND BROADCAST (WE DON’T WANT TO
ALIENATE SMARTPHONE USERS! THEY’RE FUTURE SALES), BUT WE ACKNOWLEDGE THE ISSUE AT HAND,
WHILE PROVOKING USERS TO STEP THEIR GAME UP. AND PEOPLE CAN MAKE FUN OF THE STUPID SHIT
PEOPLE PUT UP
16. Canon: Fighting for the Love
PROPOSITION
OUR GENERATION CRAVES VALUE, DEMANDS THE UNIQUE, AND ADMIRES PASSION
THIS IS A UNIQUE MOMENT–TRAVEL, MARRIAGE, ART–OUR TARGET IS LOOKING FOR APPROPRIATE MEDIUM TO CAPTURE/HONOR THE SIGNIFICANCE
CANON CAN DO THIS WITH THE MARKET SMARTPHONES HAVE CREATED
17. Canon: Fighting for the Love
CREATIVE DIALOGUE: COLLECTED FROM STRANGERS, PHOTOGRAPHERS, AND FRIENDS
“THE IDEA IS TO GET IT OUT OF YOURSELF, TO COMMUNICATE THOUGHTS AND OPINIONS, TO MAKE PEOPLE FEEL
LESS CRAZY, LESS ALONE.”
“OUR WORK [WHAT WE TAKE PHOTOS OF] CHANGES AS WE DO, AS DO OUR INTERESTS,
AND ABILITY TO UNDERSTAND PEOPLE”
“A STILL IMAGE HAS THE ABILITY TO MOVE. YOUR HEART. YOUR MIND”
“I’M THRILLED WHEN I KNOW I CAPTURED SOMETHING THAT CAN TEACH ME ABOUT
MYSELF AND THE OTHER PEOPLE IN MY LIFE.”
“PICTURES REVEAL THE MINDSET OF SOMEONE, THEIR SENSATION”
“IT HELPS ME UNDERSTAND RELATIONSHIPS BETWEEN PEOPLE”
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