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In this presentation we will look at two advertisements, one for the
‘Nissan’ SUV and the other for the ‘evian’ spring mineral water. We
will describe the consumer market profile for each of these products.
We will also carry out a personal evaluation of both these products. We
will next compare the effectiveness of the approach in the
advertisements to win over the consumers. We will then select one of
these products and as the marketing executive for this product examine
the decision-making process from the consumer point of view.
I. Consumer Market Profile The Nissan SHIFT adventure Sports Utility
Vehicle shown in the advertisement has the following consumer market
profile: 1.0Demographic market description 1.1 Age range: 30-60 years
1.2 Income range: $30k-$60K per annum 1.3 Sex: Either (Family) 1.4
Occupation (Salaried, Business) 1.5 Home ownership (Preferable) 1.6
Ethnic group, level of education: Not relevant 2.0 Geographic market
description 2.1 Area served: Countrywide 2.2 Density, location and
climate condition not relevant 3.0 Lifestyle description
The target market’s lifestyle is what a typical American family
likes which includes a taste for outdoor life, to enjoy nature, to get
away from the pressure of daily life, to get some relaxation in the
wide open spaces. At the same time this vehicle can be used for almost
all needs in the city. This product is designed to appeal to this
market segment. The target customer is a family man with a steady job
and school-going children. The entire family is fun loving and would
want to stage a weekly getaway. Note the words “Shift Weekends”
displayed on the advertisement. Advertising, brand name, warranty,
price and product features will influence the target consumer.
The second advertisement prominently shows the product though one
may be excused for thinking it to be an advertisement for Levi’s jeans!
The product ‘evian’ shown in the advertisement has the following
consumer market profile: 1.0 Demographic market description 1.0.1 Age
range: 15-30 years 1.0.2 Income range: $10k-$15 K per annum 1.0.3 Sex:
Either (Family) 1.0.4 Occupation (students cum- part-time workers)
1.0.5 Home ownership (Not relevant) 1.1 Ethnic group, level of
education: Not relevant 2.0 Geographic market description 2.1 Area
served: Countrywide 2.2 High density and normal climate are further
targets. 3.0 Lifestyle description
The target market is the boys and girls from their teens up to age
30. This particular consumer type is dynamic and on the move and has no
need for formal suits as a dress. It feels comfortable in casual
attire. This message comes out strongly in the advertisement. The
target consumer is also somewhat inclined to be health conscious and
can be persuaded to change from Colas to safe, pure life giving water.
Advertising, brand name will influence the target consumer.
II. Evaluating individual attitudes towards each of these products
The brand name Nissan is one of the most trusted and loved one
amongst the automobile manufacturers. Nissan products are excellent
value for money. They are truly great for their technical features,
styling and the comforts provided. Over the years Nissan and Datsun
have become household names, which guarantee quality. As a potential
consumer (subject to purchasing power!) any one of us would be very
keen to consider the purchase of such a SUV. The other product is
equally well known in its class. Infact the brand stands for top of the
line product. It is said that glacial sands give Evian its unique taste
and mineral composition. It is a French brand and the product name is
the same as the town in the French Alps where the springs are located.
The manufacturers of this product sponsor many sports events and
community programs and have a favorable image.
III Evaluating the effectiveness of the advertisements
The Nissan advertisement is very attractive, appealing and special.
The location shown is unique. Usually a car (or SUV) advertisements
show the vehicle on the road or over rugged terrain. This advertisement
has broken fresh grounds. It shows the vehicle smoothly running in
ankle deep water on a beachfront. With the hatch door open and a person
shown there with complete fishing gear, it makes you feel you are
watching a boat and not a SUV! There is a special effect in the
photograph which makes you feel you are there on the scene. The
language in the advertisement saying, “use the road less traveled with
your loved one....” conveys a sense of discovery and pioneering spirit.
In all a powerful message is being directed at the target consumers.
One drawback of the advertisement is that near the person at the rear
there is what appears to be a protruding leg of a child. This has not
come out clearly in the photograph. The ‘evian’ advertisement is for
its ‘nomad’ pack. It is the .75-liter carry with you pack. The target
consumer is the younger generation that is likely to be dynamic and
on-the-move. The pack is designed to be carried for its convenient size
and attractive bottling. The company also makes several skin care and
other beauty products. The casual attire creates identification with
youth. The message is implicit and subtle. This particular bottle, by
the name ‘nomad’, is deliberately categorized for the younger
generation. The advertisement is simple. There is not much said in
words. The picture is allowed to do the talking. Only ‘nomad’ which is
this brand name and the words ‘young and moving’ appear in the
advertisement. One unique feature of this advertisement is that the
model’s picture appears only up to the shoulders and the face has been
left out. It is not apparent what could be the motive for this strategy
other than that it is a novel idea and one that stands out as
different. It does serve the purpose of engaging one’s attention. The
other oddity is that one arm of the model is shown as bare. Again, the
motive is not apparent. The model is also a uni-sex though the slight
built and the gentle features would make it appear to be a female
model. A male model is unlikely to display the mid riff area. The
overall effect of the advertisement is positive as it has appeal,
attraction and class.
Both the advertisements tend to exploit the human attractions toward a life of style, luxury and high standards.
The concept of traditional marketing to the "sale" of promotion of
healthy behaviors is present. There is evidence of a market plan,
carefully designed message, employment of mass media, consensus
building, and appropriate packaging . In other words the sale is bring
promoted through promotion of healthy behavior. Full use has been made
of the social marketing theory within the realm of behavioral theory.
IV Consumer Decision making Next we move on to the decision-making
process likely to be employed by a consumer or a potential consumer.
Two types of analyses are available here. These are Conjoint and
Discrete Choice models. In conjoint analysis the type of data is
experimental whereas in Discreet Choice it can be non-experimental
survey or revealed market data. Other differences are as follows:
Criteria Conjoint Analysis Discrete Choice Analysis
Independent Attributes of the Attributes of alternatives Variables alternatives and characteristics of decision Units
Dependent Rating or rating ` Discrete choice of Variable of alternatives one alternative
Experimental Description of Choice sets Tool alternatives
Presentation One alternative at Several alternatives at a time Alternatives a time
Experimental full or factorial Fractional factorial designs Design designs generate alternatives and choice sets.
Level of Low High Sophistication
Following steps are involved in DCA applications that are based on
choice: Identification of attributes Specification of attribute levels
Experimental design Presentation of alternatives to respondents
Estimation of choice models If we were to apply these to our example of
the Nissan SUV we will first identify the attributes. These could be
from amongst the following: Technical reliability Styling Price Resale
value Warranty Interior Any special discounts/deals
For the next step i.e. specification of attribute levels we can say
the regular model and the deluxe model. There are significant
differences from one to the other. The design for example can be a set
or combination of choices like regular model with lower price and
smaller warranty period and the deluxe model with a higher price and
longer warranty. Next comes the decision about the type of task. This
could be “ I will prefer the regular model” or “ I will go for the
deluxe model”. Next is collection of response data from respondents.
The response in the form of discrete choices presents no problems in
interpretation.
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