One day, the father of a very wealthy family took his son on a trip to the country with the

express purpose of showing him how poor people live.

On their return from their trip, the father asked his son, "Did you see how poor people live?

"Oh yeah," said the son. What did you learn from the trip?" asked the father

The son answered " I saw that we have one dog....

and they had four .

We have a pool that reaches to the middle of our garden.

and they have a creek that

has no end.

We have imported lanterns in our garden and they have the stars at night.

Our patio reaches to the front yard and they have the whole horizon.

We have a small piece of land to live on and

they have fields that go beyond our sight.

We have servants who serve us

but they serve others.

..

We buy our food

.but they grow theirs.

We have walls around our property to protect us

they have friends to

protect them."

Then his son added, "Thanks Dad for showing me how poor we are."

Packaging is different yet!!!

..sO it i$ aLL ab0uT..

e r c e pt i on

PERCEPTION
It is a process by which an individual selects ,organizes and interprets stimuli into a meaningful and coherent picture of the world

ELEMENTS OF PERCEPTION

Absolute Threshold Differential Threshold (JND) Subliminal Perception

JUST NOTICEABLE DIFFERENCE

J.N.D is determined for two different reasons :

So that negative changes ( reductions in size, quality etc) are not discernible to the public So that positive changes ( improved packaging, larger size etc) are apparent to customers

ABSOLUTE THRESHOLD
Its the point at which a person can detect a difference between nothing and something for a particular stimulus.

TO BREAK THE CLUTTER

SUBLIMATION
The ability to perceive stimuli without being consciously aware.
Types Of Subliminal Messages True subliminal Semi subliminal Pseudo subliminal

Perceptual Selection

Dynamics Of Perception
Perceptual Interpretation

Perceptual Organization

PERCEPTUAL SELECTION
Perceptual selection refers to the fact that consumers select only a small portion of the stimuli to which they are exposed for conscious processing.

PERCEPTUAL SELECTION
a) NATURE OF STIMULI
Brand Name Physical Attributes

Package Design
Advertisements & Commercials
Copy Claims Choice & Sex of Model Positioning of a Model Size of Ad Topography

BRAND NAME

PACKAGE DESIGN

PACKAGE DESIGN

ADVERTISEMENTS AND COMMERCIALS

Copy Claims

Fair and lovely #1 fairness cream Waves #1 Brand Of Pakistan HAIER = 2nd Largest producer of AC in Asia

COPY CLAIMS

ADVERTISEMENTS AND COMMERCIALS

Choice & Sex of Model

PERCEPTUAL

SELECTIONCelebrity AD

PERCEPTUAL SELECTION
B) EXPECTATIONS

Slice of Life Appeal Sex Appeal Fear Appeal Topsy Turvy

SLICE OF LIFE

SEX APPEAL

FEAR APPEAL

TOPSY TURVY

PERCEPTUAL SELECTION
MOTIVES
People tend to perceive the things they need or want. Product advertising is conducted to cater each individuals special need, want and interest.

PERCEPTUAL SELECTION
D) SELECTIVE PERCEPTION
Selective Exposure Selective Attention Perceptual Defense Perceptual Blocking
ZIPPING ZAPPING GRAZING

S TRATEGIES U SED T O G AIN STRATEGIES USED TO GAIN ATTENTION ATTENTION

Jingles Contrast Lack Of Contrast

JINGLES

CONTRAST
Creative Ads Exotic Locations Use Of Celebrities Music Print Size And Style

CONTRAST

Creative Ads

CONTRAST

Use Of celebrity

LACK OF CONTRAST
Absence Of Sound White Background Infomercial Advertorials

CONTRAST Absence of sound

millions of spectators

Perceptual Selection

Dynamics Of Perception
Perceptual Interpretation

Perceptual Organization

PERCEPTUAL ORGANIZATION

There is a tendency to obtain meaning from the totality of stimuli, a sort of Gestalt meaning.

PERCEPTUAL ORGANIZATION
Principles of GESTALT Psychology
FIGURE & GROUND GROUPING CLOSURE

FIGURE AND GROUND

The Gestalt Psychologists found that there are two main visual components necessary for a person to see an object properly; A FIGURE (the object) and A GROUND (the background or surroundings in which the object occurs).

FIGURE AND GROUND

Count the legs of the elephant.

FIGURE AND GROUND

FROG

or

HORSE

FIGURE AND GROUND

GROUPING
Humans have a tendency to organize stimuli into some coherent groups. They like to categorize things and maintain some organization with most stimuli.

GROUPING
Continuity Patterns Similarity Patterns Simplicity Patterns

GROUPING
aoccdrnig to a rscheearch at cmabrigde uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoatnt tihng is t aht the frist and lsat ltteer be in the rghit pclae. the rset can= be a taotl mses and you can sitll raed it wouthit a porbelm. tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. amzanig huh? yaeh and i awlyas tghuhot slpeling was ipmorantt!

CLOSURE
Closure is a Gestalt principle of perceptual organization that explains how humans fill in visual gaps in order to perceive disconnected parts as a whole object.

CLOSURE

CLOSURE

CLOSURE

Perceptual Selection

Dynamics Of Perception

Perceptual Organization

Perceptual Interpretation

PERCEPTUAL INTERPRETATION
How person interprets the selected stimulus is uniquely individual. it is based on what individuals expect to see in the light of their Previous experience number of plausible explanations they can envision Motives and interests.

PERCEPTUAL INTERPRETATION
PERCEPTUAL DISTORTION

First Impression Halo Effect Stereotyping Jumping To Conclusions Physical Appearances

FIRST IMPRESSION

HALO EFFECT

PHYSICAL APPEARANCES

PRODUCT POSITIONING
Stress On Benefits Featuring The Brands Against Its Competitors Umbrella Strategy Finding An Unowned Position Positioning Based On Specific Benefit Filling Several Positions

BRAND AGAINST ITS COMPETITORS

FINDING AN UNOWNED POSITION

POSITIONING ON SPECIFIC BENEFITS

PRODUCT REPOSITIONING
RESHAM TO KATRINA

POSITIONING SERVICES

Financial Risk
Psychological Risk Physical Risk Types of

PERCIEVED RISK
Time Risk Functional Risk

Social Risk

CONSUMER HANDLE RISKS

CONSUMERS SEEK INFORMATION (Word-of-Mouth Communication) CONSUMERS ARE BRAND LOYAL (High Risk Perceivers are Brand Loyal)

CONSUMERS RELY ON STORE IMAGE (Assurance of Service, Return Privileges etc)

HOW CONSUMERS HANDLE RISK

CONSUMERS SEEK REASSURANCE (Money-back Guarantees, Prepurchase Trials etc)

CONSUMERS BUY MOST EXPENSIVE MODEL (Price is Equated with Quality)

CONSUMERS SELECT BY BRAND IMAGE (Assurance of Quality, Service)

Positioning

Distinctive place, a product occupies in the Definition minds of the consumers Process of creating an image Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect Revolves around a central idea Brand Essence
Disney FedEx Apple Nike Family Fun Entertainment Guaranteed Overnight Delivery Innovation Performance

Positioning

Positioning a brand means emphasizing the distinctive characteristics that make it different from its competitors and appealing to the public

We live in an over communicated society, where people are selective as to what information they will accept... So the best way to enter consumers mind in to over-simplify the message

Positioning

Set of Impressions, Perceptions and Feelings

A competitor has three strategic alternatives: To strengthen its own current position in the consumers mind. To grab an un occupied position. To reposition your product in the customers mind

Positioning

The basic approach is not to create something new and different.. But
To manipulate whats already there in the mind. To re-tie the connections that already exists. It takes the basic tangible aspects of the product and actually builds the intangibles in the form of an image in consumers minds.

Positioning

Positioning is based on Analytical process that addresses THREE questions: A brand for Whom? Who will buy what you sell. Target Market A brand for What benefit? Rational or Emotional A brand Against whom? Competition

Positioning Process

Competition

Target Market

USP

Differentiation and Positioning

Competitive advantage is an advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices

Understanding Competition DIRECT AND IN DIRECT In-Direct

Understanding Competition

In-Direct

USP

The single most compelling reason for the target market to choose the brand. Big brands generally discriminate in terms of : Benefits Reason to believe Emotions & values

USP

Benefits

USP REASONS TO BELIEVE

Packaging

History Ingredients Price Personalities

USP EMOTIONS AND VALUES

Sana Safinas Controversial Campaign in Pakistan

Amna Aqeels Controversial Campaign in Pakistan

Fords Controversy in India

Communication and Delivering the Chosen Position

Choosing the positioning is often easier than implementing the position!

Repositioning

Occurs when a brand tries to change its market position to reflect a change in consumers taste. Reason:
a) b) c) d) e) Decline in Sales Cultural Changes Lifestyles and tastes React to competition Changes is customer base Weak Brand Equity

Examples

Cases