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12b. Discuss whether a marketer can influence culture to create demand for their brand. Focus your discussion on the deliberate and intended acts of marketer as opposed to brands that influence culture by accident.
If the marketer determined that pursuing a “change in culture” strategy to generate demand was appropriate, discuss what potential advantages and disadvantages the brand may face. Focus your discussion on the perception of consumer’s towards the brand. Use examples to illustrate.
Whether a marketer can influence culture to create demand
Advantages and disadvantages of changing culture strategy.
12
What is Culture?Culture is a society’s personality, it including such factors as language, knowledge, law, religions, food customs, music, and other artifacts that give the society its distinctive flavour. (Schiffman, L 2011)
Formal Learning
Informal Learning
Technical Learning
Marketers influence culture through Three Learning Methods
to influence the market and create needs...
Formal Learning Learn culture from older adult, and family
Create self-Identity, beliefs and value
Marketer reinforce culture create demand
Meat & Livestock AustraliaThe Australia Day Lamb campaign
Australia -- “Riding on the sheep's back”
Promoting Lamb Chop consumption on Australia Dayto associate the country and Lamb
Reinforce Australian country identity
Create culture of eat BBQ Lamb chop on Australia Day to be true Australian
$40m Lamb chop sales on Australia Day Week in year 2012
Informal Learning Learn culture by imitating or modelling behaviour of selected others.
Marketer utilise celebrity, role model, friends, family... to influence the market to imitate the example to create culture.
Disney
Cartoon characters/Theme park to promote Disney Culture
Creat role model for kids to imitate demand of Disney merchandise
2008 Disney licensed merchandise sales hits $30 billion a year
Technical Learning Occurs when teaching in an educational enviroment.
Marketer create concept and educate the market create culture
Listerine Mouthwash
1879 Listerine product has been known as all-purpose antiseptic
Late 1920s introducing the concept “Halitosis”to the market to help company reposition
Listerine using same product but focussed on the proposition that it could remove halitosis.
Create culture of fresh breath Demand of Mouthwash
Marketer rainforced the value and belief in the existing culture to form a new connection to achieve culture change
Create role model/celebrity/social influence for market to imitate, leads to culture change
Introducing new concept to the market to create culture change and create demands
Advantages and disadvantages of changing culture strategy.
1. Creates a new industry/category with competitive advantage
2. Influence the market to associate product with specific brands
3. Plant perception and influence future product development
Advantages
1. Market may not adapt
2. Very costly and time-consuming
3. May offende certain group of people
Disadvantages
Advantages1. Creates a new industry/category with competitve advantage
Listerine
1990s only use product after a heavy night out, or before an important meeting or date
New competitor arised
Position as adjunct to toothbrushing, to establishedtwice-daily routine.
From fresh breath to healthy teeth and gums
New culture with competitive advantage makes market leader
Advantages2. Influence the market to associate product with specific brands
Xerox
1959 Xerox intruduce the first photocopier to the market
Nowadays, U.S Xerox Machine = Photocopier
Xerox become verbe.g. “I xeroxed these documents.”
Culture change creates connection to associate brand name with new culture
Advantages3. Plant perception and influence future productdevelopmentApple iPhone
Smart Phone = Touch Screen = iPhone
Not only influence consumer but also the competitors
New culture plant perception for the product
Before iPhone After iPhone
Disadvantages1. Market may not adapt
Segway
launched in 2001 in a blizzard of publicity
Transportation For The Future
12 years later, still not gain significant market acceptance
Market is not adapt to the new culture
Disadvantages2. Very costly and time-consuming
iPhone
$97.5 million on iPhone ads in 2008$149.6 million on iPhone ads in 2009$346.6 million for iPhone and iPad advertising in 2010
Australia day Lamb campaign
Total Campaign Expenditure: $1 – 2 million
Campaign only run on the Australia Day period
9 years to increase sales from $20m (2004) to $40m (2012)
Very expensive to promote the new culture
Takes period of time for new culture to kick in
Campaign Period Sales $
Year Over Year% Increase
Australia day Lamb campaign
Disadvantages3. May offende certain group of people
The majority of the market adapt the message but certain group of people feel offended
The Advertising Standards Bureau Australia receive numbers of complaints about the campaign create racial tensions and promote nationalism
Facebook Page “Not eating lamb on Australia Day and still being Australian”
Culture change can offend people and create bad publicity
ReferenceAdvertising Standards Bureau. (2006). 02/06 Australia Day Lamb Ad - Advertising Standards Bureau. adstandards.com.au.
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