Discuss whether a marketer can influence culture to create demand for their brand. Focus your discussion on the deliberate and intended acts of marketer as opposed to brands that influence culture by accident. If the marketer determined that pursuing a “change in culture” strategy to generate demand was appropriate, discuss what potential advantages and disadvantages the brand may face. Focus your discussion on the perception of consumer’s towards the brand. Use examples to illustrate. Assignment 2 for MKF9110 Theory and process of Buyer behaviour - MONASH

1. Culture & Demand
Hongsheng Zhang 25370197

2. 12b. Discuss whether a marketer can influence culture to create demand for their
brand. Focus your discussion on the deliberate and intended acts of marketer as
opposed to brands that influence culture by accident.
If the marketer determined that pursuing a “change in culture” strategy to generate
demand was appropriate, discuss what potential advantages and disadvantages the
brand may face. Focus your discussion on the perception of consumer’s towards the
brand. Use examples to illustrate.
Whether a marketer can influence culture to create demand
Advantages and disadvantages of changing culture strategy.
1
2

3. What is Culture?
Culture is a society’s personality, it including such factors
as language, knowledge, law, religions, food customs,
music, and other artifacts that give the society its
distinctive flavour.
(Schiffman, L 2011)

4. Can marketer influence culture to
create demand?

5. Formal Learning
Informal Learning
Technical Learning
Marketers influence culture through
Three Learning Methods
to influence the market and create needs...

6. Formal Learning
Learn culture from older adult, and family
Create self-Identity, beliefs and value
Marketer reinforce culture create demand

7. Meat & Livestock Australia
The Australia Day Lamb campaign
Australia -- “Riding on the sheep's back”
Promoting Lamb Chop consumption on Australia Day
to associate the country and Lamb
Reinforce Australian country identity
Create culture of eat BBQ Lamb chop on Australia Day
to be true Australian
$40m Lamb chop sales on Australia Day Week in
year 2012

8. Informal Learning
Learn culture by imitating or modelling behaviour of
selected others.
Marketer utilise celebrity, role model, friends, family... to influence the
market to imitate the example to create culture.

9. Disney
Cartoon characters/Theme park to promote Disney Culture
Creat role model for kids to imitate demand of Disney merchandise
2008 Disney licensed merchandise sales hits $30 billion a year

10. Technical Learning
Occurs when teaching in an educational enviroment.
Marketer create concept and educate the market create culture

11. Listerine Mouthwash
1879 Listerine product has been known as
all-purpose antiseptic
Late 1920s introducing the concept “Halitosis”
to the market to help company reposition
Listerine using same product but focussed on
the proposition that it could remove halitosis.
Create culture of fresh breath Demand of
Mouthwash

12. Marketer rainforced the value and belief in the existing
culture to form a new connection to achieve culture
change
Create role model/celebrity/social influence for market
to imitate, leads to culture change
Introducing new concept to the market to create culture
change and create demands

13. Advantages and disadvantages of
changing culture strategy.
1. Creates a new industry/category with
competitive advantage
2. Influence the market to associate product
with specific brands
3. Plant perception and influence future product
development
Advantages
1. Market may not adapt
2. Very costly and time-consuming
3. May offende certain group of people
Disadvantages

14. Advantages
1. Creates a new industry/category with
competitve advantage
Listerine
1990s only use product after a heavy night out, or before
an important meeting or date
New competitor arised
Position as adjunct to toothbrushing, to established
twice-daily routine.
From fresh breath to healthy teeth and gums
New culture with competitive advantage makes market
leader

15. Advantages
2. Influence the market to associate product
with specific brands
Xerox
1959 Xerox intruduce the first photocopier to the market
Nowadays, U.S Xerox Machine = Photocopier
Xerox become verb
e.g. “I xeroxed these documents.”
Culture change creates connection to associate
brand name with new culture

16. Advantages
3. Plant perception and influence future product
development
Apple iPhone
Smart Phone = Touch Screen = iPhone
Not only influence consumer but also the competitors
New culture plant perception for the product
Before iPhone After iPhone

17. Disadvantages
1. Market may not adapt
Segway
launched in 2001 in a blizzard of publicity
Transportation For The Future
12 years later, still not gain significant market acceptance
Market is not adapt to the new culture

18. Disadvantages
2. Very costly and time-consuming
iPhone
$97.5 million on iPhone ads in 2008
$149.6 million on iPhone ads in 2009
$346.6 million for iPhone and iPad advertising in 2010
Australia day Lamb campaign
Total Campaign Expenditure: $1 – 2 million
Campaign only run on the Australia Day period

19. 9 years to increase sales from $20m (2004) to $40m (2012)
Very expensive to promote the new culture
Takes period of time for new culture to kick in
Campaign Period Sales $
Year Over Year% Increase

20. Australia day Lamb campaign
Disadvantages
3. May offende certain group of people
The majority of the market adapt the message but certain group of people
feel offended
The Advertising Standards Bureau Australia receive numbers of complaints
about the campaign create racial tensions and promote nationalism
Facebook Page “Not eating lamb
on Australia Day and still being
Australian”
Culture change can offend people
and create bad publicity

21. Conclusion

22. Reference
Advertising Standards Bureau. (2006). 02/06 Australia Day Lamb Ad - Advertising Standards Bureau.
adstandards.com.au.
Alexander, B. (n/a). Segway: Transportation For The Future. Retrieved 20/10/2013, 2013, from
http://www.askmen.com/entertainment/special_feature/11_special_feature.html
Angear, B. (1999). Frustrating The Tooth Fairy: Repositioning Listerine From Fresh Breath To Healthy Teeth.
Account Planning Group - (UK): Creative Planning Awards, 1999.
Aventi, C, Hood, S, & Ford, A. (2013). Meat & Livestock Australia: Lambnesia & A 9 year old idea smashes all
sales results records The Communications Council. Australian Effie Awards.
Barnes, B. (2009, 13/10/2009). Disney's Retail Plan is a Theme Park in the Store, The New York Times, p. A1.
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23. Chester Carlson and the Invention of the Photocopier. (2004). Invent Help Newsletter July 2004. Retrieved 17/10,
2013, from http://www.inventhelp.com/Chester-Carlson-and-the-Invention-of-the-Photocopier.asp#.UmX8ltJmjAR
Fenn, N. (2004). Listerine - How advertising gave people an imperative to pick up a bottle of Listerine. Institute of
Practitioners in Advertising: IPA Effectiveness Awards, 2004.
Fields, M. (2008, 11/06/2008). Disney Licensed Merchandise Sales to Hit $30 Billion. Retrieved 16/10, 2013, from
http://www.adweek.com/news/advertising-branding/disney-licensed-merchandise-sales-hit-30-billion-104167
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