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EXPLORING BRAND-PERSON RELATIONSHIP
Brand Management : Term 4 – Group 4
Roll No. NameFT13170 Shouvik DasFT13224 Ishani SircarFT13312 Arjun ChoudhryFT13351 Namita JoshiFT13389 Vikrant Vijay MahajanFT13466 Ruchika Salhotra
PROFILES OF THE 3 CANDIDATES
1a) Think about the life stories of our three informants and the quotes regarding the brands they use .Is it appropriate to say that these consumers have formed relationships with the brands they know and use? In what ways yes, in what ways no?
Jean
• 59 yr old• Barmaid living with her
husband• Italian Origin• Personality Traits• Hardworking• Family Oriented• Independent• Strong• Honest• Disciplined and organized• COMPASSIONATE• SACRIFICE• Believes in “No pain no
gain”• Social – love & care for
People• Part of closely knit
community – intimate• DOES NOT LIKE CHANGES• LOYAL TO GROUP
EXPECTATIONS
Karen
• 39 yr old• Recently Divorced• Working Mother –
Daughters Aged 8 & 12 • Personality Traits• Self disciplined • An under-achiever• Responsible and caring• Aspiring and youthful • Self centred• Unsure and undecided of
long term perspectives in life
• Strong association with ex-spouse and mother
• Influenced by close personalities
• Looks for solace• Gullible in relationships• Professional and keeps to
herself at work environments
• GRASPS FOR FAMILIARITY• FOLLOWS ROUTINE
Vicky
• 23 years of age• University Student• Recently moved out• In the process of Identity
formation. • Conflict between
dependence & interdependence
• Outgoing and people oriented.
• Self assured and confident.
• Ideological and stands for issues
• Loyal towards people & brands
• Very little Experimentation in order to find oneself
• Does not get influenced by choices of others
• Honest and true to self.
Brand Relationship and Associations of JEAN
Forms strong opinions and is High on brand loyalty for relationships with the products she uses after testing and experimenting with other comparative products
Mostly talks about brands of products used by a typical home maker Believes in message conveyed by the brand
With the following brands she associates because it bring resonance, by bringing RELATIONSHIP VALUE
• Reminds of Mom • Estee Launder
• Reminds of Second Daughter• Bugles Snacks • Team Cereal• Nestle Quik• Bunny Yummies
Her relationship is having EXPERIENTIAL VALUE. Believes in using a mix of products from a variety of brands shown below:• Revere Ware – Stainless Steel Pot• Pastene Tomatoes• Philip Berio Olive Oil• Progresso • Italian flavoured bread crumbs• vinegar• Johnnie’s Foodmaster – Meat Shop• Contadina Tomato Paste• Bounty Paper Towels• Frigidaire – Refrigerator • Electrolux – Vacuum Cleaner• Cleaning Agent - Comet Preferred Vs Bon Ami
(scratching sink)• Shampoo – Aussie Miracle ( doesn’t make hair
flat vs. others)• Tide Detergent (dissolves in water vs. others)• General Electric - Iron
Brand Relationship and Associations of KAREN
• Brand associations vary widely across product categories• Indifferent to brands used for general domestic purpose• High level of loyalty to personal brands• Not a frequent switcher and early adapter• Uses brands mostly out of habit and history• Buys what is “Demanded of her”
Indifferent about Tide, Surf , Cheer – Price SensitiveBRAND SUPERIORITY : For Comet vs. AjaxEXPERIENTIAL VALUE : • For Gateway vs. Apple• For Success Rice
Influenced by other relationships for the products:Jim :• Mop & Glo Vs Palmolive• Dove• Brand of Mayonnaise• Hellman Vs Miracle WhipMother• Joy Soap• Lysol cleaner• Ban Vs Right Guard
Personal Products : EXPERIENTIAL VALUE - STRINGENT• Mary Kay• Dove Soap –
Changed after dial (used by mother)• Gatorade• Reebok running
shoes• Coke
Brand Relationship and Associations of Vicki
• Often proud of her brand associations• Exhibits loyalty across the brand family• A stickler to brands and maintains consistency• A systematic variant selector• Open to using new brands if see’s functional benefits• Driven by cognitive and affective beliefs with right balance• Femininity a driver for brand purchase• Floral based products preferred Perceived BRAND SUPERIORITY & LOYALTY SHOWN for the following brands, giving
strong reasons for associations:-• Ivory Soap•Crest toothpaste•Soft n Dry•Musk Perfumes – Intimate Musk & Jordache Love Musk, Opium, Giorgio, Aveda Elixr• Select Innerware - Victoria Secret (Special Occasions), Bali & playtex (comfort based)•Floral Products – Sheets, Comforters, Bras , Shampoos & conditioner - Aeromatics, Mintm Rosemary•Tetley Teabags•Dow (preferred) Vs Lysol Cleaner
1b) What kinds of connections form between consumers and their closely-held brands?
Brand Relationship Type Reason for buyingReverWare StainlessSteel
Functional Sauce Doesn’t burn
Pastene Tomatoes Functional Best Taste for Sauce
Hunts Special Sauce Self-expressive Taste Enhancer
Philip Berio Olive Oil Emotional She feels that the taste is better
Progresso bread crumbs & vinegar
Emotional Italian
Johnnie’s Foodmaster meat Emotional Better Taste
Contadian Tomato Paste Self-expressive Taste Enhancer
Bounty paper towels Functional She likes using them
Jenn-Air Self-expressive
BRAND RELATIONSHIPS - JEAN
Brand Relationship Type
Reason for buying
Fridgeidaire refrigerator
Functional Perceives Best Refrigerators
Electrolux Vacuum Cleaner
Self Expressive Perceives Best
Comet sink cleaner Functional Old Brand – Bon Ami, Degraded in Quality
Aussie Miracle Shampoo
Functional Doesn’t make her hair flat
Tide Detergent Functional Dissolves in Water
General Electric irons Self Expressive Gifted by Someone
Brand Relationships – Jean - Cont
Brand Relationship Type
Reason for buying
Detergent:Tide,Cheer, Surf
Functional Not able to distinguish between brands.Depend on-Sale, location, display
Success Rice Functional Feels it is one-of-a-kind
Comet Functional Dislikes Ajax because of low performance
Gateway Functional Preferred over Apple
Joy Functional Mother used it
Ban Functional Not Specified
Miracle Whip Functional Not Specified
Mary Kay Emotional Belief keeps her younger
Dove Self Expressive
Superior product Belief
Gatorade Emotional Likes the taste
Reebok Emotional Emotional Attachment
Coke Self Expressive
Not Specified
Brand Relationships – Karen
Brand Relationship Type
Reason for buying
Ivory – Soap Self Expressive
Strong association of Self with soap
Crest-Toothpaste
Functional Suits best for her needs
Soft n Dry Self Expressive
Smells nice, peer recognition
Opium Emotional People notice her
Intimate Musk Emotional Smells nice
Jordache Love Musk
Functional Bought during Xmas
Victoria’s Secret, Maidenform, Playtex, Bali
Functional Different uses, for different instances
Aveda Elixir Emotional Mood Dependent
Brand Relationships – Vicky
Brand Relationship Type
Reason for buying
Aromatics Mint Self Expressive
Gifted by Friend
Rosemary Shampoo
Self Expressive
Gifted by Friend
B& M Baked Beans
Self Expressive
Gifted by Friend
Tetley Emotional Used by mom
Lysol Emotional Used by mom
Dow Functional New – Improved product
Metadent Toothpaste
Functional Hygine Factor
Brand Relationships – Vicky - Cont
1c) Are these connections specific to individual brands, or can patterns be identified across brands in a given consumer's portfolio?
As per the given data, we could only identify tide detergent serving the trend of a functional relationship, however to understand the trend analysis, we did a categorization of all brands in 4 categories – Food & Beverages, Household Maintenance , consumer durables & personal care. We were able to identify the following across relationship types
Category Emotional Functional Self Expressive Grand TotalConsumer Durable 1 5 2 8Food & Beverages 5 2 5 12HH Maintainance 1 7 8Personal Care 4 6 4 14Grand Total 11 20 11 42
We can identify that the functional attributes across brands have a higher degree of relationship across categories with an exception of F&B where emotional & self expressive relationship have a higher pull
1d) Are Jean’s brand relationships different from Karen’s or Vicki’s? Whose brand relationships are strongest? Why?
Yes, Jean’s brand relationship are different because:- Prefers particular products over brands , while Karen is price sensitive
& need based, vicki’s loyal to the category & the value derived from the a superior product , or the esteem / status it carries in the society
I would argue that Jeans Relationships are the strongest as:- Experience based, after using other products Vs karen & vicki like a
brand without trying the others Specifies products as BEST in her statements, where as karen & vicki
show preference, and back up reasons for the preference Karen is likely to switch brands based on price and convince to fit her
routine, even though she prefers familiarity, we cannot say much as she has the tendency to give into other peoples choices. We would argue that jeans brand loyalty is the weakest among the three individuals
Vicki is in the phase of self discovery, possible she might have the tendency to switch the brand on experimenting on a better product
2.) Think about the pool of brand relationships available for study in the case.
Jean – Brand Association
•Affective relationship is high•Has strong opinions about brands she uses•Brand loyalty is high•Mostly talks about brands of products used by a typical home maker•Believes in message conveyed by the brand•Uses Brands which reminds her of her family•Buys the best brands•May switch brands only if functional benefits are substantial
Karen– Brand Association• Brand associations vary widely across product categories.• Indifferent to brands used for general domestic purpose.•More driven towards cost effectiveness•Believes that all big brands are equally good• High level of loyalty to personal brands• Not a frequent switcher and early adapter.• Uses brands mostly out of habit and history.•Affected by the choices of family members•Likes easy to cook product brands
Vicki– Brand Association •Strongly related to her parents and roots.• Bonds with friends of past and present.• Looks for long term relationships• Faithful and Loyal •Variety seeker when It comes to certain things but by and large very consistent with her rituals and stuff like that.•More aware about things and tries to make a informed choice rather than just going by past associations.
2.2) Can you think of ways to summarize and describe these relationships in ways that might be managerially useful?
•Jean buys some Brands like Rever Ware Stainless Steel and Pastene tomatoes for their functional value
•Philip Berio Olive oil & Progress Bread crumbs are bought due to emotional value
•Electrolux vacuum cleaner is bought because of her Belief that it is the best
•Karen Uses Mary Kay and Dove due to Sensory value
•Vicki uses Opium because people notice her and it provides social value
2.3)Which brand relationships in the case would you describe as especially strong and enduring? What makes you describe these as "strong"? If you wanted to measure the strength or quality of a brand relationship, what questions would you ask the consumer?
AWARENESS
KNOWLEDGE
LIKING
ADOPTION
•Intimate Musk- Vicki
•Mary Kay- Karen
•Dove-Karen
•Opium-Vicki
•Electro Lux-Jean
•Frigidaire-Jean
Weak Brand
Strong Brand
Behavioral Loyalty
1. Which Brand do you usually Buy?2. Which Brand did you use last time?3. Which brand do you currently possess?4. Which brand do you consider buying?5. Which brand will you buy next time?
Brand Substitutability
6. Which brand did you buy last time?7. If the brand had not been available, what would have you done?
2.4) Why do some relationships decline and dissolve while others intensify and endure?
• Delivery of value and quality
• Innovation
• Differentiation
• Competition
5) How does a high quality relationship form and evolve over time?
6) Think about the traditional ideas of brand loyalty, customer satisfaction, and brand equity. Have the stories of Jean, Karen, and Vicki disturbed your sense of the meaning of these terms in any way?
Informant Name Is there any Deviation ?
Comments
Jean NO She has a very strong sense of loyalty towards the products she buys and feels that its worth the money. She is satisfied and does not mind paying more.
Karen Slight She chooses products based on price and discounts . She buys the items available in sale. She shows some sense of loyalty towards the products which make her feel look young.
Vicki NO She is a variety seeker. She likes trying out new stuff but she is very loyal to the brands she uses.
7)If you had to predict three consumer-brand relationships that would endure five years after these initial interviews, which would you select? Why those?
Jean Pastene tomatoesJean will definitely continue to use this product in the next 5 years, since it satisfies all the 3 values of Central, Expressive and Functional
Central Value - I always buy this brand, it is the best Expressive value- The others use rotten tomatoes -They use the best sauce you can tell Functional-The tomatoes used are perfect and the best
KarenMary Kay She will definitely continue to use this product in the next 5 years, since it satisfies all the 3 values of Central, Expressive and Functional
Central Value-It is really made for meExpressive value -The thought of not having it makes me nervous-I depend on it more and need it moreFunctional -It keeps me younger
VickiIntimate MuskShe is likely to continue to use this product in the next 5 years, since it currently satisfies all the 3 values of Central, Expressive and Functional
Central Value-I have gotten that every year sinceExpressive value -I am definitely a variety seeker when it comes to certain things but I mean, on the whole I am pretty consistent with my rituals and stuff like that.-I can’t imagine not havingFunctional - You smell good
8) Draw a Brand Hierarchy pyramid for any of the brands in use by either of Jean, Karen or Vicky .
MARY KAY
Karen has
great affiliations
with this brand
She feels the products keeps her younger to the extent that the non- availability makes her disappointed
She credits much of appearance to Mary Kay and feels dependent on it.
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