Personality and Lifestyle by Soloman
1. Personality
2. Freudian Systems
3. Freudian Theory
4. Motivational Research
5. Dichter’s Consumption Motives
6. Non-Freudian Theories
7. Trait Theory
Income,social class and family structureAditi Sharma
Income,social class and family structure
1. Income Patterns
2. Consumer Confidence
3. Social Class
4. Dominance-submission hierarchy
5. Achieved Status
6. Ascribed Status
7. Social Mobility
Post purchase behaviour- Buying and DisposingAditi Sharma
Post-purchase behaviour- Buying and Disposing
1. Issues Related to Purchase and Postpurchase Activities
2. Situational Effects on Consumer Behaviour
3. Physical and Social Surroundings
4. Temporal Factors
5. Queuing Theory
6. Total Quality Management
7. Temporary Ownership Evolution
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.
The document discusses various aspects of branding including:
1. It defines what a brand is in terms of the mental associations and perceptions that consumers have regarding a product or service.
2. Brands provide value to both customers and firms. For customers, brands reduce risk and enhance satisfaction. For firms, brands improve marketing effectiveness and allow higher prices.
3. While products come and go, brands endure over time. A brand is the memory of the products and is harder to change than the products themselves.
4. Leading brands are not always the products with the best quality, but are often those that have established a superior image and alternately innovate and capitalize on their brand image over
This document discusses brands and how they are defined by market perception rather than logos, content, or products. It explains that organizations have personalities defined by archetypes that fulfill human needs like freedom, ego, order, and social connection. The document defines 12 archetypes including Innocent, Sage, Explorer, Rebel, and Caregiver. It also discusses how to define a brand archetype, what brand strategy is, how to measure brand perception, and provides examples of tools to do so. The key information is that brands are defined by market perception and fulfill human needs through archetypes like Innocent, Explorer, and Caregiver.
Payless ShoeSource is a large footwear retailer founded in 1956. While it was once widely known for inexpensive shoes, declining sales in recent years prompted a rebranding effort. The marketing plan aims to reposition Payless as a family brand by focusing on emotional connections through "Mommy and Me" campaigns. Proposed changes include a brighter logo, eco-friendly packaging, standardized international store designs, and a cleaner website interface to appeal to millennials. The goal is for Payless to be seen as the one-stop shop for shoes for all ages and occasions.
The document discusses various themes and approaches that can be used in advertising campaigns, including rational creative approaches, emotional creative approaches, and using endorsers. It outlines factors that influence whether using an endorser will be effective or ineffective for a brand, such as ensuring proper positioning so the endorser's values align with the brand, avoiding overexposure of the endorser, and making sure the product delivers on expectations. Key factors that contribute to the success of celebrity endorsements include creating a strong connection between the traits of the endorser and the brand values.
Income,social class and family structureAditi Sharma
Income,social class and family structure
1. Income Patterns
2. Consumer Confidence
3. Social Class
4. Dominance-submission hierarchy
5. Achieved Status
6. Ascribed Status
7. Social Mobility
Post purchase behaviour- Buying and DisposingAditi Sharma
Post-purchase behaviour- Buying and Disposing
1. Issues Related to Purchase and Postpurchase Activities
2. Situational Effects on Consumer Behaviour
3. Physical and Social Surroundings
4. Temporal Factors
5. Queuing Theory
6. Total Quality Management
7. Temporary Ownership Evolution
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.
The document discusses various aspects of branding including:
1. It defines what a brand is in terms of the mental associations and perceptions that consumers have regarding a product or service.
2. Brands provide value to both customers and firms. For customers, brands reduce risk and enhance satisfaction. For firms, brands improve marketing effectiveness and allow higher prices.
3. While products come and go, brands endure over time. A brand is the memory of the products and is harder to change than the products themselves.
4. Leading brands are not always the products with the best quality, but are often those that have established a superior image and alternately innovate and capitalize on their brand image over
This document discusses brands and how they are defined by market perception rather than logos, content, or products. It explains that organizations have personalities defined by archetypes that fulfill human needs like freedom, ego, order, and social connection. The document defines 12 archetypes including Innocent, Sage, Explorer, Rebel, and Caregiver. It also discusses how to define a brand archetype, what brand strategy is, how to measure brand perception, and provides examples of tools to do so. The key information is that brands are defined by market perception and fulfill human needs through archetypes like Innocent, Explorer, and Caregiver.
Payless ShoeSource is a large footwear retailer founded in 1956. While it was once widely known for inexpensive shoes, declining sales in recent years prompted a rebranding effort. The marketing plan aims to reposition Payless as a family brand by focusing on emotional connections through "Mommy and Me" campaigns. Proposed changes include a brighter logo, eco-friendly packaging, standardized international store designs, and a cleaner website interface to appeal to millennials. The goal is for Payless to be seen as the one-stop shop for shoes for all ages and occasions.
The document discusses various themes and approaches that can be used in advertising campaigns, including rational creative approaches, emotional creative approaches, and using endorsers. It outlines factors that influence whether using an endorser will be effective or ineffective for a brand, such as ensuring proper positioning so the endorser's values align with the brand, avoiding overexposure of the endorser, and making sure the product delivers on expectations. Key factors that contribute to the success of celebrity endorsements include creating a strong connection between the traits of the endorser and the brand values.
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
Johnson & Johnson is an American pharmaceutical and consumer goods company founded in 1886. It entered the Indian market in 1947 and started marketing baby powder in 1948. Today it employs over 2000 people in India and has a reputation for high-quality baby care products that are 98% natural. The document discusses Johnson & Johnson's history and baby product line in India.
This document discusses brand positioning strategies. It defines positioning as manipulating how a product is perceived in a consumer's mind rather than creating something new. Positioning involves both subtle changes to a product and messaging to secure a worthwhile position. The document outlines several positioning strategies including being first to market, simplifying messages, taking the against position, and finding unique positions by ignoring conventional logic. It also discusses challenges leaders face in maintaining their position and the risks of line extensions that dilute a brand name.
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
The document summarizes a marketing plan for The North Face to target college students. It discusses The North Face brand history and SWOT analysis. It then outlines goals to heighten brand awareness and interest among college students and their parents. Primary research found price and peer influence are important factors for the target market. The brand strategy is to position The North Face as the top brand for college students based on credibility, style, and ability to influence others. Creative elements like print ads, TV, internet, and social media will convey a youthful, trendy personality.
Branding: Session 1, introduction to branding 2012 2013John Verhoeven
This document provides an overview of a branding course, including information about the instructor, course materials, schedule, and key topics. The 6-week course covers subjects like creating brand value, building brand equity, brand research, brand strategy, and international branding. Students are encouraged to interact on social media platforms and engage with course content between sessions. The introduction discusses what a brand is and why brands are important for both consumers and manufacturers in reducing risk and simplifying decisions. Branding helps create identification, responsibility, quality signals, and competitive advantage.
This research brief outlines the objectives and requirements for a marketing research project for Pepsi's 2016 Tet campaign in Vietnam. The primary objective is to identify a strong consumer insight that Pepsi can leverage to build strong connections with consumers during Tet. Secondary objectives include understanding target audience habits before and after Tet and comparing Pepsi's brand equity to Coca Cola. The research will cover Hanoi, Ho Chi Minh City, Da Nang and Can Tho among urban and rural 18-25 year olds from SEC ABC. Findings will be used to generate campaign ideas and presented internally and to an agency. The brief provides necessary details on research background, objectives, decisions, methodology, timing, budget and deliverables.
This document discusses brand positioning and extended brand positioning. It begins by defining key elements of brand positioning including brand essence, brand key, target audience, benefits, competitive environment, reasons to believe, and brand positioning statement. Examples of brand positioning statements are provided for different brands like DWL, Sunsilk, and Asus. It then discusses how brands can extend their positioning by exploring new target audiences, benefits, competitive environments, or values while staying aligned with their brand essence. Both successful extensions like Nintendo Wii and failures like New Coke are examined. The document emphasizes that brand extensions should follow a brand's DNA and not dilute the existing positioning.
Payless Shoe Source aimed to reposition itself as a fashion-focused retailer offering on-trend styles at value prices. It developed a public relations strategy using fashion influencers like editors, celebrities and talk shows to gain attention. Payless sponsored causes like Susan Koman to raise brand awareness through media coverage of the partnership, helping drive sales of related products. The efforts helped Payless successfully reposition its brand message and reach its target audience.
This document outlines a digital media strategy for Chobani yogurt using a brand persona called the "Chobani Chick." The strategy includes developing the Chobani Chick's online presence on Twitter, Instagram and Pinterest to showcase an active lifestyle fueled by Chobani. The goal is to engage millennials and increase sales among women ages 23-56. A $239,000 annual budget covers staffing and analytics tools to measure the strategy's success through engagement and traffic metrics.
Young Marketers Elite 3 - Assignment 2.1 - Nhóm 2 - Giang, Minh, Thy
1. Thế nào là need states? Cái gì gọi là Maslow needs? Cho ví dụ về brand đáp ứng nhu cầu của consumer trên từng level của Maslow needs. Về thương hiệu, có thương hiệu nào theo thời gian đáp ứng consumer những nhu cầu ở các level khác nhau của Maslow hay không - nếu có, cho ví dụ & thông tin để chứng minh. (40%)
2. Thế nào là need, thế nào là want? Cho ví dụ. Theo bạn, 1 thương hiệu sẽ đáp ứng consumer need hay want, tại sao?
3. Chỉ dành cho Eliters: Thế nào là secret needs, habitual needs, intuitive needs, un-anticipated needs, unconscious needs? Cho ví dụ (20%)
4. Thế nào là functional benefits, emotional benefits của 1 thương hiệu với consumer? Emotional benefits và functional benefits có liên quan đến nhau hay không? Cho ví dụ (20%)
For Public Relations, we had to design a public relations plan for a Bulgarian Yogurt brand, Trimona. My main part of the project was to design and create the whole book.
Chobani Account Planning / Research | Newhouse Advertising Graduate ProgramSamuel Smith
Through extensive research involving over 400 participants, key insights about Chobani yogurt were identified. A cultural insight found a trend of returning to basics and sustainability. Consumer research found yogurt is seen as penance for unhealthy foods. Product research revealed Chobani's ability to compete by dominating brand positions. Less frequent yogurt consumers are willing to pay more. These insights provide benefits to Chobani's marketing and positioning as the healthiest yogurt.
The document outlines a marketing plan for an employment networking product for disabled people called GURU. It segments the target market into four groups and focuses on "Accepters" who want independence. GURU aims to guide Accepters through employment stages via profiles, testing, training, and job opportunities. A three-year plan details objectives, strategies, and evaluation for launching GURU to increase employment among disabled people through an empowering brand and network on mobile.
Session 5, brand measurement & international brandingJohn Verhoeven
1) The document discusses various methods for measuring brand value, including the brand value chain, brand following, and the Brand Asset Valuator methodology.
2) It also covers the importance of measuring brands to evaluate marketing campaigns, value brands for financial reports, and manage brands effectively.
3) The document then discusses considerations for international branding, including differences between local and global marketing strategies, adjusting for cultural dimensions, and selecting appropriate foreign countries for expansion.
Chobani Greek Yogurt Insights and StrategyJosh Crafter
This document provides insights from research conducted on Chobani Greek yogurt among college students. Cultural insights found Greek yogurt has become trendy due to health trends and media portrayal. Consumer insights identified segments including frequent and occasional yogurt eaters. Product insights found health and flavors appeal to consumers, while packaging impacts gender perceptions. A quantitative survey assessed awareness, nutrition importance, and community involvement. A creative brief targets college students to believe Chobani is a community rather than just a brand.
The team interviewed various customer segments over 5 days to understand the market for healthy workout snacks. On day 4, they found that endurance athletes have an unmet need for nutritious snacks to fuel long workouts. They developed a business model catering bite-sized snacks high in protein and nutrients to sustain energy for activities like cycling, running and triathlons. Testing with athletes found strong interest, with 28 out of 34 interested in purchasing. The next steps are further validating the value proposition and refining the product, branding, sourcing and marketing strategies.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
role of brand ambassador in building strong brand equity...Debasis Sahoo
this slide describe the role of brand ambassador helps in building strong brand equity .and how helps in creating brand awareness and brand recall.and described in cbbe model...impact of brand ambassador in CBBE model
This document describes a case study for a youth marketing campaign by Letsintern.com for JBL headphones. The objective was to create brand awareness and trials among college students by recruiting 20 student influencers as brand ambassadors. Ambassadors promoted JBL at college events and parties, created social media content, and gave discount coupons to friends. This drove hundreds of product trials and conversations online. The campaign successfully created a new JBL property at colleges and converted trials into sales.
This document provides an overview of consumer and business buyer behavior. It discusses the key factors that influence consumer behavior, including cultural, social, personal and psychological factors. It also outlines the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. The document then discusses the adoption process for new products and categorizes different types of adopters. It defines business markets and contrasts business and consumer buying behavior. The major influences on and stages of the business buying process are also summarized.
This document discusses strategies for effective public relations (PR) campaigns. It suggests focusing on human interest angles and showing how a brand plays a role in consumers' lives. Successful PR formulas align brand needs with content creativity. Recent examples demonstrate using celebrities and digital campaigns to establish brands. Key trends include media focusing on celebrities, influencer recommendations, social causes, and engaging youth. Effective PR news covers long-term brand building, research, innovations, real stories, and celebrity events. The document stresses the importance of content strategy and creativity to change habits and build credibility.
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
Johnson & Johnson is an American pharmaceutical and consumer goods company founded in 1886. It entered the Indian market in 1947 and started marketing baby powder in 1948. Today it employs over 2000 people in India and has a reputation for high-quality baby care products that are 98% natural. The document discusses Johnson & Johnson's history and baby product line in India.
This document discusses brand positioning strategies. It defines positioning as manipulating how a product is perceived in a consumer's mind rather than creating something new. Positioning involves both subtle changes to a product and messaging to secure a worthwhile position. The document outlines several positioning strategies including being first to market, simplifying messages, taking the against position, and finding unique positions by ignoring conventional logic. It also discusses challenges leaders face in maintaining their position and the risks of line extensions that dilute a brand name.
Young Marketers Elite 3 - Assignment 3.1 - Nhóm 3 - Thanh An, Đức Hiệp, Ái LâmĐức Hiệp Lương
1. Có bao nhiêu level của consumer insight? Cho ví dụ trên 1 brand cụ thể tại trị trường Việt Nam (Eliter sẽ cần phải có 3 ví dụ & cần đào sâu hơn các level của consumer insight) (20%)
2. Đâu là phương pháp tìm ra consumer insight? Thế nào là 1 good insight cho brand idea & advertising idea? Cho ví dụ cụ thể cho phần phương pháp & good insight. (30%)
3. Trong marketing process, consumer insight được ứng dụng ở những đâu? Cho ví dụ trên 1 brand cụ thể tại thị trường Việt Nam (câu hỏi chỉ dành cho Eliter) (50%)
The document summarizes a marketing plan for The North Face to target college students. It discusses The North Face brand history and SWOT analysis. It then outlines goals to heighten brand awareness and interest among college students and their parents. Primary research found price and peer influence are important factors for the target market. The brand strategy is to position The North Face as the top brand for college students based on credibility, style, and ability to influence others. Creative elements like print ads, TV, internet, and social media will convey a youthful, trendy personality.
Branding: Session 1, introduction to branding 2012 2013John Verhoeven
This document provides an overview of a branding course, including information about the instructor, course materials, schedule, and key topics. The 6-week course covers subjects like creating brand value, building brand equity, brand research, brand strategy, and international branding. Students are encouraged to interact on social media platforms and engage with course content between sessions. The introduction discusses what a brand is and why brands are important for both consumers and manufacturers in reducing risk and simplifying decisions. Branding helps create identification, responsibility, quality signals, and competitive advantage.
This research brief outlines the objectives and requirements for a marketing research project for Pepsi's 2016 Tet campaign in Vietnam. The primary objective is to identify a strong consumer insight that Pepsi can leverage to build strong connections with consumers during Tet. Secondary objectives include understanding target audience habits before and after Tet and comparing Pepsi's brand equity to Coca Cola. The research will cover Hanoi, Ho Chi Minh City, Da Nang and Can Tho among urban and rural 18-25 year olds from SEC ABC. Findings will be used to generate campaign ideas and presented internally and to an agency. The brief provides necessary details on research background, objectives, decisions, methodology, timing, budget and deliverables.
This document discusses brand positioning and extended brand positioning. It begins by defining key elements of brand positioning including brand essence, brand key, target audience, benefits, competitive environment, reasons to believe, and brand positioning statement. Examples of brand positioning statements are provided for different brands like DWL, Sunsilk, and Asus. It then discusses how brands can extend their positioning by exploring new target audiences, benefits, competitive environments, or values while staying aligned with their brand essence. Both successful extensions like Nintendo Wii and failures like New Coke are examined. The document emphasizes that brand extensions should follow a brand's DNA and not dilute the existing positioning.
Payless Shoe Source aimed to reposition itself as a fashion-focused retailer offering on-trend styles at value prices. It developed a public relations strategy using fashion influencers like editors, celebrities and talk shows to gain attention. Payless sponsored causes like Susan Koman to raise brand awareness through media coverage of the partnership, helping drive sales of related products. The efforts helped Payless successfully reposition its brand message and reach its target audience.
This document outlines a digital media strategy for Chobani yogurt using a brand persona called the "Chobani Chick." The strategy includes developing the Chobani Chick's online presence on Twitter, Instagram and Pinterest to showcase an active lifestyle fueled by Chobani. The goal is to engage millennials and increase sales among women ages 23-56. A $239,000 annual budget covers staffing and analytics tools to measure the strategy's success through engagement and traffic metrics.
Young Marketers Elite 3 - Assignment 2.1 - Nhóm 2 - Giang, Minh, Thy
1. Thế nào là need states? Cái gì gọi là Maslow needs? Cho ví dụ về brand đáp ứng nhu cầu của consumer trên từng level của Maslow needs. Về thương hiệu, có thương hiệu nào theo thời gian đáp ứng consumer những nhu cầu ở các level khác nhau của Maslow hay không - nếu có, cho ví dụ & thông tin để chứng minh. (40%)
2. Thế nào là need, thế nào là want? Cho ví dụ. Theo bạn, 1 thương hiệu sẽ đáp ứng consumer need hay want, tại sao?
3. Chỉ dành cho Eliters: Thế nào là secret needs, habitual needs, intuitive needs, un-anticipated needs, unconscious needs? Cho ví dụ (20%)
4. Thế nào là functional benefits, emotional benefits của 1 thương hiệu với consumer? Emotional benefits và functional benefits có liên quan đến nhau hay không? Cho ví dụ (20%)
For Public Relations, we had to design a public relations plan for a Bulgarian Yogurt brand, Trimona. My main part of the project was to design and create the whole book.
Chobani Account Planning / Research | Newhouse Advertising Graduate ProgramSamuel Smith
Through extensive research involving over 400 participants, key insights about Chobani yogurt were identified. A cultural insight found a trend of returning to basics and sustainability. Consumer research found yogurt is seen as penance for unhealthy foods. Product research revealed Chobani's ability to compete by dominating brand positions. Less frequent yogurt consumers are willing to pay more. These insights provide benefits to Chobani's marketing and positioning as the healthiest yogurt.
The document outlines a marketing plan for an employment networking product for disabled people called GURU. It segments the target market into four groups and focuses on "Accepters" who want independence. GURU aims to guide Accepters through employment stages via profiles, testing, training, and job opportunities. A three-year plan details objectives, strategies, and evaluation for launching GURU to increase employment among disabled people through an empowering brand and network on mobile.
Session 5, brand measurement & international brandingJohn Verhoeven
1) The document discusses various methods for measuring brand value, including the brand value chain, brand following, and the Brand Asset Valuator methodology.
2) It also covers the importance of measuring brands to evaluate marketing campaigns, value brands for financial reports, and manage brands effectively.
3) The document then discusses considerations for international branding, including differences between local and global marketing strategies, adjusting for cultural dimensions, and selecting appropriate foreign countries for expansion.
Chobani Greek Yogurt Insights and StrategyJosh Crafter
This document provides insights from research conducted on Chobani Greek yogurt among college students. Cultural insights found Greek yogurt has become trendy due to health trends and media portrayal. Consumer insights identified segments including frequent and occasional yogurt eaters. Product insights found health and flavors appeal to consumers, while packaging impacts gender perceptions. A quantitative survey assessed awareness, nutrition importance, and community involvement. A creative brief targets college students to believe Chobani is a community rather than just a brand.
The team interviewed various customer segments over 5 days to understand the market for healthy workout snacks. On day 4, they found that endurance athletes have an unmet need for nutritious snacks to fuel long workouts. They developed a business model catering bite-sized snacks high in protein and nutrients to sustain energy for activities like cycling, running and triathlons. Testing with athletes found strong interest, with 28 out of 34 interested in purchasing. The next steps are further validating the value proposition and refining the product, branding, sourcing and marketing strategies.
Young Marketers Elite 3 - Assignment 7.1 - Positioning - Đức Hiệp - Kỳ Vỹ - K...honvongphu
Tuần này Young Marketers sẽ quay lại với 2 suất dự thính cho 2 bạn có bài làm tốt nhất trong 6 slide nội dung (Eliter 10-11 slide) gửi về contact@youngmarketers.vn trước 22:00 ngày thứ 5 ngày 3/3:
1. Thế nào là Brand Positioning? Brand Positioning Statement? Cho ví dụ thương hiệu tại Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau) (30%)
2. Thế nào là Brand Essence? Thế nào là BrandKey? Cho ví dụ thương hiệu Việt Nam. (Eliter cho 3 ví dụ trong 3 category khác nhau, không trùng với brand cho câu 1). (40%)
3. Thế nào là Extended BrandKey/Positioning. Cho ví dụ. (Đây là câu hỏi dành riêng cho Eliter). (30%)
Young Marketers - Empower the next marketing generation.
role of brand ambassador in building strong brand equity...Debasis Sahoo
this slide describe the role of brand ambassador helps in building strong brand equity .and how helps in creating brand awareness and brand recall.and described in cbbe model...impact of brand ambassador in CBBE model
This document describes a case study for a youth marketing campaign by Letsintern.com for JBL headphones. The objective was to create brand awareness and trials among college students by recruiting 20 student influencers as brand ambassadors. Ambassadors promoted JBL at college events and parties, created social media content, and gave discount coupons to friends. This drove hundreds of product trials and conversations online. The campaign successfully created a new JBL property at colleges and converted trials into sales.
This document provides an overview of consumer and business buyer behavior. It discusses the key factors that influence consumer behavior, including cultural, social, personal and psychological factors. It also outlines the five stages of the consumer decision process: need recognition, information search, evaluation of alternatives, purchase decision and post-purchase behavior. The document then discusses the adoption process for new products and categorizes different types of adopters. It defines business markets and contrasts business and consumer buying behavior. The major influences on and stages of the business buying process are also summarized.
This document discusses strategies for effective public relations (PR) campaigns. It suggests focusing on human interest angles and showing how a brand plays a role in consumers' lives. Successful PR formulas align brand needs with content creativity. Recent examples demonstrate using celebrities and digital campaigns to establish brands. Key trends include media focusing on celebrities, influencer recommendations, social causes, and engaging youth. Effective PR news covers long-term brand building, research, innovations, real stories, and celebrity events. The document stresses the importance of content strategy and creativity to change habits and build credibility.
This document provides an overview of theoretical frameworks and types of appeals used in advertising design. It discusses models like the hierarchy of effects model and means-ends theory that can help guide creative design. It also outlines different types of appeals advertisers can use, including fear, humor, sex, music, rationality, emotions, and scarcity. The document examines how each appeal can be effectively employed and considerations around international advertising.
Group Influence and Opinion Leadership
by Soloman White and Dahl
1. Reference Groups
2. Types of Reference Group Influence- Normative influence
& Comparative influence
3. Formal vs. Informal Reference Groups
4. Brand Communities
5. Membership versus Aspirational Reference Groups
6. Negative Reference Groups
7. Positive Reference Groups
8. Antibrand Communities
UValue is project-in-progress worked in Venture Lab.
The aim is to propose :
1- Infos & Action that fit your values
2- A match to your profile according your actual needs
3- To build your local awareness
4- To share with your peers and improve the brands you like
Introduction to Consumer Behaviour; Consumer Behaviour
and Marketing Strategy; Consumer Involvement – Levels
of involvement, and Decision Making.
Consumer Decision Process – Stages in Decision Process,
Information Search Process; Evaluative Criteria and
Decision Rules, Consumer Motivation – Types of Consumer
Needs, Ways of Motivating Consumers. Information
Processing and Consumer Perception.
Consumer Attitudes and Attitude Change; Influence of
Personality and Self Concept on Buying Behaviour,
Psychographics and Lifestyles, Impuse Buying.
Diffusion of Innovation and Opinion Leadership, Family
Decision Making, Influence of Reference Group
Industrial Buying Behaviour– Process and factors, Models
of Consumer Behaviour – Harward Seth, Nicosia, E& D,
Economic Model; Introduction to Consumer Behaviour
Audit; Consumer Behaviour Studies in India.
6-A person’s unique psychological makeup and how .docxtroutmanboris
6-*
A person’s unique psychological makeup and how it consistently influences the way a person responds to his/her environment
Stable vs. situation-specific
Marketers: lifestyles
Leisure activities, political outlook, aesthetic tastes, etc.
6-*
Personality = conflict between gratification & responsibility
Id: pleasure principle
Superego: our conscience
Ego: mediates between id and superego
Reality principle
6-*
Marketing Implications
Unconscious motives underlying purchases
Symbolism in products to compromise id & superego
Sports car as sexual gratification for men
Phallic symbols
6-*
Freudian ideas unlock deeper product & advertisement meaningsConsumer depth interviewsLatent motives for purchases
Examples of Dichter’s motives
Bowling, electric trains, power tools = power
Ice cream, beauty products = social acceptance
6-*
Karen Horney
Compliant vs. detached vs. aggressive
Name brand vs. tea drinkers vs. old spiceAlfred Adler
Motivation to overcome inferiorityHarry Stack Sullivan
Personality evolves to reduce anxiety
6-*
Personality traits: identifiable characteristics that define a personTraits relevant to consumer behavior:
Innovativeness
Materialism
Self-consciousness
Need for cognition
Frugality
6-*
Inner-directed vs. outer-directed
Unique sense of self vs. pleasing others/fitting in
Need for uniqueness & Power of conformity
6-*
Idiocentrics vs. allocentrics
Contentment (satisfied?)
Health consciousness
Food preparation
Workaholics
Travel and entertainment
6-*
Set of traits people attribute to a product as if it were a person… might need a makeover!
Brand equity
Outsourcing production to focus on brand
Extensive consumer research goes into brand campaigns
6-*
6-*Brand ActionTrait InferenceBrand is repositioned several times or changes slogan repeatedlyFlighty, schizophrenicBrand uses continuing character in advertisingFamiliar, comfortableBrand charges high prices and uses exclusive distributionSnobbish, sophisticatedBrand frequently available on dealCheap, unculturedBrand offers many line extensionsVersatile, adaptable
Distinctive brand personality = brand loyalty
Animism (giving traits to inanimate objects)
Level 1: brand = spokespersons & loved ones
Level 2: anthropomorphized brands
Positioning/repositioning strategies describing brands as people
“Lust, envy, jealousy. The dangers of Volvo.”
6-*
6-*
Patterns of consumption reflecting a person’s choices of how one spends time and money
Who we are and what we doLifestyle marketing perspective
WWF Magazine, 4 Wheel & Off Road, Reader’s Digest
6-*
Figure 6.2
Forms of expressive symbolismSelf-definition of group members = common symbol system
Terms include lifestyle, taste public, consumer group, symbolic community, status culture
Each person provides a unique “twist” to be an “individual”Tastes/preferences evolve over time
6-*
We often choose products that fit a lifestyle
Lifestyle marketing
Product usage in desirable social settings
Consumption style
Pa.
5 ways innovative brands leverage social data insights (1)Cision
The social intelligence space is evolving rapidly. Will you stay ahead of your competitors and industry trends? Learn the intelligent approach communicators take to harness the power of social data to inform business strategy. Members of the Visible Technologies team show how to beat competitors with the latest social intelligence trends, reduce research spend, and move beyond standard social metrics.
This document provides an overview of consumer buyer behavior and consumer markets. It discusses key topics like the model of consumer behavior, characteristics affecting consumer decisions, different types of buying behaviors, and the consumer decision process. Specific characteristics discussed include cultural influences, social classes, groups/social networks, family/social roles, personal factors like age and personality, as well as psychological influences on perception, motivation, learning, and attitudes.
This document discusses factors that influence consumer behavior and the consumer decision-making process. It covers cultural, social, and personal factors as well as psychological processes like motivation, perception, learning, emotions, and memory. The five stages of the consumer buying decision process are outlined as problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. The document also discusses concepts from behavioral economics like heuristics, framing, and mental accounting that influence consumer decisions.
This document provides an overview of a course on shopper behavior. It discusses learning objectives to explore concepts and theories of shopper behavior at individual, group, and organizational levels. The course contents cover topics like consumer demographics and lifestyles, consumer profiles, lifestyle marketing, consumer buying behavior, market segmentation, customer profiles, and consumer lifestyle and values. Various segmentation methods like geographic, demographic, psychographic, and behavioral segmentation are also described.
Presentation on a potential marketing plan for the Hershey brand Ice Breakers for their product Cool Blast Chews. Creative mockups courtesy of Alice Shy
The document discusses consumer behavior and culture. It provides an overview of key concepts in consumer behavior including the decision making process, external and internal influences, problem recognition, information search, alternative evaluation and selection, outlet selection and purchase, post-purchase processes, and customer satisfaction. It then discusses culture and cultural influences, defining culture and outlining Hofstede's cultural dimensions model for comparing cultures.
This document discusses personality, self-image, and lifestyle as they relate to consumer behavior. It provides an overview of various theories of personality including Freudian, trait, and cognitive theories. It also discusses concepts like self-image, different types of self-images, how possessions can extend self-image, and how products can be used to alter self-image. Finally, it covers lifestyle and psychographic segmentation for understanding consumers.
This document discusses market segmentation strategies. It begins by outlining elements of an effective segmentation strategy, including being specific in selecting discriminations according to objectives and needs. It then introduces the "gravity of decision spectrum" tool, which focuses on the relationship between consumer behavior and products based on how deeply consumers' values and emotions are engaged in purchase decisions. The document emphasizes that meaningful segmentation depends on understanding patterns in actual customer purchasing behavior through relevant data collection and analysis. It stresses tailoring segments to address specific strategic questions and accommodate changes in markets and consumer behavior over time.
This document discusses consumer buying behavior and the factors that influence it. It describes the stimulus-response model of how marketing influences consumer choices and purchases. Key factors affecting consumer behavior are cultural, social, personal, and psychological characteristics. These include subcultures, social class, groups, family, age, lifestyle, personality, motivation, perception, learning, and beliefs. The stages of the consumer decision process are need recognition, information search, evaluation, purchase decision, and post-purchase behavior. New products go through awareness, evaluation, interest, trial, and adoption stages. Consumer innovativeness and new product characteristics also impact adoption rates.
Brand building is the very core of any brand. Build your brand by right targeting & segmentation. We also share some essential tips to keep in mind for great branding.
The Choicefuls -Progressive Consumers - 12 Innovative Ways into their Hearts ...Liz Paul
What if there was a group of 50 million Americans who eat, shop and live their values? This presentation will enlighten marketers on what matters most to this group and how to best reach them at retail.
Learning Objectives
- Key insights from proprietary quantitative study identifying a group of progressive consumers (The Choicefuls) who are enthusiastically making choices that are “better-for-me” and “better-for-the-planet.”
- Shopper journeys plus ideas on how to connect with these progressive consumers at retail.
This document provides guidance on establishing an effective brand positioning strategy. It discusses identifying target customers and competitors, as well as determining points of parity and points of difference between a brand and its competitors. The key aspects of positioning a brand are defining who the target market is, who the main competitors are, how the brand is similar to and different from competitors, and consistently communicating these messages. Effective positioning establishes a distinct and valued place for a brand in customers' minds.
Similar to Personality and Lifestyle by Soloman (20)
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Key Components:
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- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.