Over the years the behaviours we at wolfzhowl have helped change for a brand's profitability.

1. Wolfzhowl – Book Of Behavior Change Instigations
#WolfSights

2. Which consumer behaviours pose
barriers to your brand and your
business...?

3. Do you have trouble convincing your consumer to upgrade to a liquid detergent
for dish washing?
• Do you think it’s just because liquid detergent is priced at a premium and/or because the
maid ends up wasting a lot of it with her usage pattern?
• Do you think that driving an overwhelming dissonance with their current habit is good
enough to overcome the price premium barrier and ignoring their maid’s wastage?
• Or is there merit in instigating behaviour change by dialing up health concerns and social
loss of face?
Think again!
#WolfSights

4. Is your speed bike business stagnating in the prime heartlands because
consumers prefer economy bikes?
• Do you think it’s only because they are Value For Money seekers?
• Or do you think social legitimization is sometimes required to instigate individual
consumption?
Think again!
#WolfSights

5. Is your competitor brand a well-entrenched consumer habit, turning your brand
into a distant second option?
• Do you think better awareness via a media blitzkrieg is going to change that behaviour?
• Perhaps, honing in on those usage occasions where your brand has a native advantage,
and driving that vociferously can instigate the necessary behaviour change?
Think again!
#WolfSights

6. Do you have trouble making men buy male grooming products??
Is it because you think that men find grooming to be feminine?
That by no means is the only behaviour change you need to instigate!
Think again!
#WolfSights

7. Have you invented a brilliant detergent that preserves the fabric of clothes, done
an amazing piece of communication around it, and still experience lack of
preference with consumers?
• Do you think it is only because they are habituated to their favourite brand or because they find your
brand to be more expensive?
• Have you taken into consideration their overall attitudes towards the act of washing itself?
• Have you discovered the strategic dissonance that you need to create in order to instigate the
desired behaviour change?
Think again!
#WolfSights

8. Are your consumers still unwilling to use their debit/credit card, despite you
assuring them of the safety and enabling an sms system that gives them
accountability for their invisible spending?
Could this be because what you consider as simpler and easier is actually more laborious to a
consumer, since it involves breaking a well-entrenched habit?
Could it be because you are simply not targeting them at the time when they have more spare money to
spend and swipe?
Think again!
#WolfSights

9. Are you a hand wash brand that needs to focus on semi-urban and rural markets
and hopes to get more consumers to adopt hand wash in the rural markets?
• Are you also trying to position your brand as a germ-killer for the safety of children and not seeing
results?
• Do you think you can do exactly what the big brands do and under cut them on price and still
instigate behaviour change for adoption?
Think again!
#WolfSights

10. You want to drive a green future and hence have introduced an electric car, you
have done a snazzy campaign asking people to go green and change the word,
yet you have hardly any sales…
• Do you think the pro-green guys have money?
• Do you think a nation starved of status & indulgence for 350+ years really cares about
tomorrow as much?
Think again!
#WolfSights

11. You want to drive a green future and hence have introduced an electric car, you
have done a snazzy campaign asking people to go green and change the word,
yet you have hardly any sales?
• Do you think the pro-green guys have money?
• Do you think a nation starved of status & indulgence for 350+ years really cares about
tomorrow as much?
Think again!
#WolfSights

12. You are an architect-builder who builds unique things, builds with integrity, builds
with consumer-centricity, yet consumers believe that you are one of the many
claiming it and don’t believe in your integrity?
• Do you think doing a testimonial campaign of your current residents will get others to believe
you?
• Does the behaviour change trigger lie in an experiential act and not a mere ad?
Think again!
#WolfSights

13. Are you an interior paints brand, which is flummoxed as to why consumers in a
certain market are not adopting interior paints?
• Do you think telling them that painting your interiors brings you happiness is going to change
their behaviour?
• Have you thought, that maybe to appeal to their ego and not to their heart could change this
behaviour?
• Do you think that maybe a socio-cultural insight around their ego specific to that geography
can change their behaviour?
Think again!
#WolfSights

14. Your brand has just launched a property around Navi-Mumbai. You discover that
there is a local bar around the corner, on the way to your property. All the issues
associated with a bar are visible. What does the prospective buyer’s family think?
• Will they buy an apartment in your project?
• How would you change the behaviour of the inebriated men gathering on the corner leading
to your property?
• Do you think it is a viable solution to call prospects to visit your property only during
afternoons? Does a more sustainable solution for the desired behaviour change lie in the
power of a tube light?
Think again!
#WolfSights

15. In the ASEAN market, the fear of rejection and loss of face is inhibiting boys and
girls from reaching out to each other and dating. How would you get them to at
least go out on a date?
• Do you think it is by incentivizing them economically, or telling them about the virtues of love
or even by manipulating them into thinking about how lonely they are without
companionship?
• Possibly the mantra to instigating behaviour change lies in reviving an ancient Chinese
custom via modern day creative technology on social media channels…
Think again!
#WolfSights

16. Washing machines are one of your primary products. Urban markets strangely
are reverting to hand washing as they spend more on expensive & sensitive
clothes. You want to focus on increasing adoption of washing machines in semi-
urban and rural India. How do you do this?
• Hinterland = infrastructure issues plus lack of continuous power supply!
• You think targeting those who can afford to run a washing machine on an inverter can
change behaviour?
• Do you think trying to create a communication around usage of the washing machine during
active power-supply hours alone can increase adoption?
• Or, could certain facets of the changing role of women in the social context be deployed as
instigations that facilitate the desired behaviour change?
Think again!
#WolfSights

17. Which B2B behaviour would you
like to influence and change?
(Behavior change instigations for Partners/ Vendor/
Developers/ Employees/ Business Owners/ In-betweeners
and Influencers)

18. Are you a mobile handset brand that is struggling to find developers that can
develop cutting-edge apps for you? of washing machines in semi-urban and
rural India. How do you do this?
• Do you think the solution lies in organizing lavish ‘develapathons’ / hackathons?
• Would incentivizing developers monetarily or bribing them to join you, be a sustainable
solution?
• Would that really change their behavior? Or could getting the developer to “Pimp a
consumer’s phone” instigate the necessary behavior change?
Think again!
#WolfSights

19. Being a digital-money propagating brand, you have done everything possible to
get the consumers to transact, shop and pay digitally. Yet, you are
dumbfounded to see that while consumer intent to digitally transact is high, the
actual transactions are very low. What do you do?
• You realize that one part of the major problem lies with activation of swipe-units at POS.
Retailers do not keep the POS machines active. What do you do?
• Do you think continuously incentivizing the retailer is going to change that behavior?
• Does the behavior change instigation actually lie in both lobbying the RBI to approve less
ATMS and dialing-up fears of a lost transaction because of the consumer being in rush?
• Or does the behavior change instigation lie in the retailers fear of the rise in modern retail?
Think again!
#WolfSights

20. You are a growing direct marketing company, with amazing products and high
rates of door-to-door selling conversions. Yet, you suddenly realize that the best
of your sales force, the most productive lot are resigning. What do you do/?
• Do you think giving them higher salaries, taking them on more foreign tours is going to end
this debilitating churn?
• Or do you think the key to behaviour change lies in the would-be father-in-law’s perception
of your hero-sales guys job?
Think again!
#WolfSights

21. You are the new CMO of a very profitable and reputed b2b company that now
wants to adopt the B2C model. While your production and distribution is in
place, you are unable to convince your own management to embrace the
consumer-branding and creative-communications approach. How do you
change this internal behavior of your superiors and peers?
• Do you think you can win them over with case studies, quantitative arguments, debates or
external experts?
• Or could garnering human insights about their B2B customers and creating acts which serve
the cause of both B2B & B2C be a better approach to instigate behaviour change in them?
Think again!
#WolfSights

22. Through Wolfzhowl behaviour change instigations we help you overcome any behaviour change barrier,
few of the ones done by us are listed below:
Habit
Based
barriers
Infrastruct
ure or
logistics
Habit
Based
barriers
Awarenes
s barrier
Cultural
Mindset
Usage
pattern
barrier
Demogra
phic
barrier
Price-
point
barrier
Gender
based
Negative
WOM
Price-
point
based
barriers
Product
parity
barriers