PART A: Managerial Perspective: Comparison of Client and Lead Competitor Brand Strategies
Fill in the table on the two brands Beechworth’s and the Competitor brand Capilanos and answer the following questions below. Aim for a paragraph each question
| Client Brand
Beechworths |
Competitor 1
Capilanos |
||
| Brand Essence | |||
| Brand Vision | |||
| Brand Personality | |||
| Brand Values | |||
| Brand POPs and PODs | |||
| Brand Promise | |||
| Key Products features advertised |
- Are the brands differentiated i.e. demonstrate points-of-difference? How?
- How are the brands similar i.e. demonstrate points- of-parity?
- What is the client brand’s relative strength or weakness?
- Does the client brand need to add either a point-of-similarity, or a point-of- difference? Why?
- Is there a need to stretch the client brand slightly by adjusting its brand image or its personality? Why?
PART B: Consumer Review- Have a look at the consumer review and answer the question at the bottom based on media and write up about a half a page to a page conclusion.
| Demographic Variables | Consumer 1 | Consumer 2 | Consumer 3 |
| Age and gender | 20, Male | 21, Female | 22, Male |
| Education level and occupation | University student | University Student
Pharmacy Assistant |
University student
IT Sales |
| Average income range | 0 – unemployed | 35,000 per year | $55,000 – $60,000
Per Year |
| Number of persons and type of household | nuclear family 4 persons in the household. | 3 people
Single Parent Family |
4 person household family |
| Psychographic Variables | Consumer 1 | Consumer 2 | Consumer 3 |
| Perceived Social Class | middle class/average | Middle class | Middle Class |
| Lifestyle: important recreational, interest and hobbies | no real hobbies playing sport. | Gym, Going on adventures trying out new places, food | Japanese Cars/modification, skate/surf, Information technology |
| Actual Self-concept & Personality | young quiet boy who loves to live life to the fullest. | Young bubbly girl who loves trying new things and live by “you only live once” | Laid back young man that enjoys making people laugh/smile |
| Ideal self-concept & personality | never doubt yourself and always believe on what’s right. | To always believe in myself, never give up. Fight to achieve all my goals | Be someone people can turn to for judgement free advice |
| VALS descriptor | Your primary VALS type means that you are most like the Strivers consumer group. Your secondary type—the group you are next most like—is Experiencers | Primary Vals- Most like the Strivers consumer group.
Secondary- the group you are next most like is Experiencers |
Your primary VALS type means that you are most like the Experiencers consumer group. Your secondary type—the group you are next most like—is Innovators. |
| Product Category | Consumer 1 | Consumer 2 | Consumer 3 |
| How often used | rarely | Rarely | Rarely |
| When or Occassion used | if sick | If sick | When I very occasionally have it with breakfast or tea |
| How used | sore throat remedy | In Tea or Porridge | As sweetener |
| Attitude to product category | rarely an option | Is very rarely an option to eat | Rarely an option |
| Barriers to purchasing or using the product category | only purchased when needed | Prefer to get from Beekeeper rather than supermarkets | Purchase only when needed, has no expiration date so lasts an extremely long time |
| Likelihood of purchasing the product category in the next week, month or three months | not in the next week but maybe a month or two. | Rarely likley | 1/10 chance purchase in the next 3 months |
| Substitute product categorised used and why | no substitute | Maple Syrup | Raw sugar or maple syrup for is dissolvability and sweetness |
| Client Brand | Consumer 1 | Consumer 2 | Consumer 3 |
| How often they buy | Never | Never | Once or twice |
| When they buy | Never | Never | |
| Top of mind awareness | Capilano | Capilano | Capilano |
| Attitude to brand | never was aware of the brand until at this point. | Never knew the brand existed until this assessment
Rather honey straight from beekeeper |
never was aware of the brand until at this point as I didn’t purchase it or use it myself when it was bought |
| Barriers to purchasing or using the client brand | brand never came into mind when purchasing honey | Sold in supermarkets | Not part of consideration set |
| Likelihood of purchasing the client brand in the next week, month or three months | likely the next month or two used for a smoothie or remedy during the winter season | Is a possibility as i would be interested to try out and compare it to other honey brands that i am aware of. | 1/10 chance purchase in the next 3 months |
| Latent Purchase Motivation | Consumer 1 | Consumer 2 | Consumer 3 |
| Are Latent Motives operating | N/A | N/A | N/A |
| Features Mentioned | N/A | N/A | N/A |
| Benefits sought | N/A | N/A | N/A |
| Specific Latent purchase Motivations | N/A | N/A | N/A |
| EMotions felt and/or desired | N/A | N/A | N/A |
| COnsumer life values underlying purchase motives | N/A | N/A | N/A |
| Manifest Purchase Motivation | Consumer 1 | Consumer 2 | Consumer 3 |
| Features Mentioned | must be perfectly coloured yellow and well package | Catches my eye,
Yellow |
Must be able to see honey and not be cloudy, Bee colour scheme is what Im used to |
| Benefits sought | well packaged means pristine | Well packaged | Clean packaging with clear font |
| Specific manifest purchase motivations | honey which was tasteful and sugary to mix in smoothie | Cheapest tasting honey | Sweet for a sugar replacement |
| Emotions felt and/or desired | the need and craving for honey | cravings | the need for honey |
| Consumer life values underlying purchase motive | the honey must be 100% made in Australia | 100% Australian made | Natural process and Australian made |
| Consumer 1 | Consumer 2 | Consumer 3 | |
| Likely route to persuasion (peripheral or central) | central route | Central | Central |
| Cognitive response to ad (like or dislike) | like ad | Like | Dislike |
| Cognitive response to source (source bolster or source derogation) | source bolster positive | Source bolster
Positive |
Source bolster
Positive |
| Cognitive response to brand message (counter or support argument) | support argument | Support | Support |
| Key media consumed | Consumer 1 | Consumer 2 | Consumer 3 |
| Early morning | tv ad | Instagram or facebook | |
| Mid morning | tv ad | Instagram or facebook | |
| Early afternoon | YouTube ad | Instagram or facebook | |
| Late afternoon | YouTube ad | Youtube Video Ads | Instagram or facebook (Use Youtube more but subscribe to Youtube premium therefore no ads.) |
| Early evening | YouTube ad | Youtube Video Ads | Instagram or facebook (Use Youtube more but subscribe to Youtube premium therefore no ads.) |
| Late evening | tv ad | Tv ads | Instagram or facebook (Use Youtube more but subscribe to Youtube premium therefore no ads.) |
| Other key touch points | mostly ads between tv shows and news | Mostly recommended ads on social media | Mostly recommended ads on social media |
List the media consumed by the consumer throughout the day, and identify potential touch-points that will reach the consumer during their consumer decision process, or while engaged in their lifestyle.
Conclusion: (Our target market is Australian Millennial) ½ -1 page long
Team is to review and brainstorm. Based on behavioural profiles, identify one or more consumer groups that will be a viable target audience for the client’s IMC campaign. Justify your choice of target audience with reference to their full behavioural, awareness and attitudinal profiles.
