The 21st century offers many challenges to every one of us. As more firms go global, as more economies interconnect, and as the Web blasts away boundaries to communication, we….
review and answer the question at the bottom based on media and write up about a half a page to a page conclusion.
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
|Brand POPs and PODs|
|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
|Average income range||0 – unemployed||35,000 per year||$55,000 – $60,000
|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|
|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,
|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
|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.