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ISB Registration No.: ISB/09/KOL/108.
Elective #2 Area: Marketing.
Subject Title: Consumer Behaviour.
Faculty Name: Mr. Dibyendu Chattaraj. Date of Submission: 15th March, 2011.
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This advert basically tries to satiate the social need of the individual. he wants mingle and be a prominent part of the society. On the second level his need is for security. to be met. For example. Hence keeping in tandem with the marketing needs the advertisement needs to be prepared. each based on one of the levels in Maslow¶s Need Hierarchy. Justify your answer. His desire is to do something that can leave a lasting impression.ASSIGNMENT: 1 Suppose you are a member of an advertising team assembled to develop a promotional campaign for a new digital camera. Develop three headlines for this campaign. shelter etc. He wants a meaning and direction to his life. It states that when the first level of need is met the individual moves up to the second level. then to the third. So Maslow¶s concept is useful for marketers as it can help them understand and develop consumer needs and wants. supermarket firms develop value brands to meet the psychological needs of hunger and thirst. It is commonly said that man is a social animal and at every step of his life he needs acceptance from his social surroundings and family are the most important part of the social group from whom the individual seeks approval. Harrods develops products and services for those who want their esteem needs met. It is a pyramid which lists the need of people. The diagram shows Maslow¶s Hierarchy of Needs. On the final level the need reached the self actualisation level where he delves deeper and wants more complicated things. fourth and finally the fifth. The advertisement tries to drive home the point that with this particular digital camera the 2|P ag e . 1st Advertising Campaign ³All your loved ones in just one click´ This ad campaign basically targets that bracket of people in Maslow¶s hierarchy who fall into the social needs level. The first level is where the individual wants his basic needs or physiological needs of food. On the fourth level his need is the self esteem need where he wants to be recognised and be known. On the third level his needs are more social. The reason it is important for an advertising firm to have an understanding of Maslow¶s hierarchy when preparing an advertisement is because they are closely linked and marketing is all about meeting needs and providing benefits and Maslow¶s concept suggests that needs change as we go along our path of striving for self-actualisation.
By using the family angle and the satiation of the social needs angle the advertisement campaign basically tries to make an impact on the emotions of the individual and trying to use the family. More so to their girlfriends. Hence in an effort to aid the lovelorn boyfriend to impress his girlfriend this tag line has been thought of. Many feel that it is very difficult to put someone on the self actualisation stage. There has been a lot of debate over the final level of Maslow¶s need hierarchy. which in many cases evokes the maximum emotions. One feels that people who are in the self actualisation level are at a transcendental level. When people are at this stage price does not really drive the purchase decisions what drives them is the fact that when they buy this product will it help them in doing or achieving something extraordinary. People at this level of Maslow¶s hierarchy are keen on proving that they are better than the rest. Hence. It is somehow very vital for a guy to get his 3|P ag e . to lure the individual to the product.individual can capture one¶s family and all of their precious moments with just one click. 2nd Advertising Campaign ³Because it¶s worth giving life a second chance´ This tagline targets the people who are in the self actualisation stage of Maslow¶s hierarchy. By reliving these moments the individual may understand the purpose of his existence and the digital camera can play an integral part in realising his raison d¶être. 3rd Advertising Campaign ³Capture every girlfriend´ move of your The purpose of this ad campaign is to target those people who are in the self esteem needs. Therefore keeping these needs in mind the tag line has been made. a product which is made for such kind of people also should be different. It is very difficult to understand the thought process of such people as they think beyond the normal realms of the thought process. Keeping these arguments in mind one feels that although it may be difficult to bracket someone in the self actualisation level but it is not impossible. It says ³because it¶s worth giving life a second chance´ what one is trying to achieve here is that one feels that when an individual has reached the self actualisation level he has had several experiences and he would want to relive those moments again and what this digital camera does is it helps him in reliving those moments.
It will separate him from the crowd and impress his girlfriend. 4|P ag e . As the tag line mentions the boyfriend can capture every move of his girlfriend. He wants that his girlfriend should think that he is the best and this digital camera helps him in achieving that.girl¶s approval. By doing this he will do something different. He can capture her every movement and then relive it.
The Telegraph. Estimate the social class being targeted. and attach to your analysis. The advertisement shown below will form the basis of my answer. Include in your written analysis the name of the newspaper.ASSIGNMENT: 2 This assignment is designed to know your understanding of the various social classes in Indian perspective. 2011 5|P ag e . Select. Page 22. one advertisements from retail establishments. You are to secure a recent (within the past two weeks) English newspaper. and explain some of the criteria used to define that social class. A larger version of the ad is attached at the end of the report as Annexure ± 1. describe what cues in the ad led to your estimate. Also attach the ad with your answer. The reason for showing this advertisement is to understand the social class that is being targeted. 05 March. and date of publication for each advertisement. page number.
The heterogeneous market is broken up into a number of relatively homogenous units.Segmentation can be defined as the process of disaggregating the total market for a given product into a number of sub-markets. 2499/. Usually these HIG¶s prefer branded stores in malls like a Nike. if he earns more he is from the higher social class if his earning is low his social class is also low. UCB. There are some common methods of segmentation such as: geographic segmentation. In India the segmentation is done on the basis of the income earned by the individual. 6|P ag e . There are several reasons why segmentation is done such as. From this we can understand that the main defining criterion of the social class is income. it helps the marketing team to develop a suitable marketing program and so on. demographic segmentation. Whereas stores like Vishal target MIG and LIG. it is easier to distinguish one customer group from the other. Then they are offering a Phillips 2GB MP3 player of Rs. From this we can also understand that the main criteria used in defining the social class is income as their main attracting technique are discounts. Then when we see the other products there is an offer on each and every item and they are covering a range of items from a home theatre to a dinner set to ceiling fans to clothes for gents and ladies to containers to towels to curtains to groceries and so on. The advertisement is of Vishal Mega Mart which is a retail chain and like all retail chains it has an eclectic range of products. psychographic segmentation. They are alluring the customers by stating that the products here are reasonably priced and on top of that they are also offering discounts so we can see that their strategy is pretty clear. It is easy to spot that by the way they offer discounts. They are offering a flat 30% discount. Middle Income Group (MIG) and Lower Income Group (LIG). As far as the HIG are concerned they will not really be bothered about discounts. If they can get a good bargain then they will go ahead and buy from a Vishal. As mentioned earlier they have given a flat 30% discount. volume segmentation and so on. From the advertisement one can sense that the main targets are the LIG and MIG social class of people. firms have limited resources. As mentioned the advertisement is mainly targeting the MIG and LIG which is evident from the discounts offered on almost all their products and they are covering a wide range of products. 1499/. buyer behaviour segmentation. The primary reason for this conclusion is that on each and every product that they are offering they are giving a discount. that does not mean they will not pay these stores a visit. 1000/-. namely High Income Group (HIG).a reduction of Rs.for Rs. The social class of the individual can also be deciphered from the income group that he falls in. Tommy Hilfiger and so on. They are saying to their customers that whatever your income is you can save more if you shop from our store as our prices are low.
Annexure ± 1 7|P ag e .
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