Brand-Person Relationship_Group 5

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Exploring Brand-Person RelationshipSubmitted By:Sec A Group 5 Aditi Vidyarthi 2009004 Purnima Tarkar 2009032 Sarvesh Samant 2009043 Subhrajyoti Bora 2009054

Demographic VariablesCATEGORYAge (Years) Education Occupation Marital Status

JEAN59 Not high school

KAREN39 College dropout 23

VICKIPursuing PostGraduation Student Unmarried

Bartender Office Manager Married Divorced

Case Analysis- Jean

Life Story Analysis- JeanGoals and ConcernsAffiliation Praise from others (eg. She wants people to say that she has a good house, does clean laundry, cooks good food etc.) Very hard-working Self-made Accomplishment as a cook and housekeeper Working for her family Being appreciated for her work When people don t care about other people (eg. When Henry s family gets professional mourners for funerals)

What she thinks of herself (Self- Concept) Sources of pleasure (Id) Sources of pain

Life Story Analysis- JeanTensions that she facesHer brother would not get her mother s house after all her hard work She is ready to give away her material possessions for affiliation although she does not realize it Meeting the same familiar faces Getting to know more about their lives Extremely important for her She believes that the entire community is her family

(FRUSTRATION) Issues that she negotiates in her quest for life satisfaction (MOTIVATION) Motivates her on a daily basis (GROUPS) Role of family/ friends/ community

Brand Story Analysis- JeanBrands used by Jean:Rever Ware Stainless Steel Pastene Tomatoes Hunts Special Sauce Philip Berio Olive Oil Progresso bread crumbs & vinegar Johnnie s Foodmaster meat Contadian Tomato Paste Bounty paper towels Jenn-Air Fridgeidaire refrigerator Electrolux vacuum cleaner Comet sink cleaner Aussie Miracle shampoo Tide detergent General Electric irons

Brand Stories Analysis- JeanProducts or categories form Products which are used for her forte of cooking and housekeeping her inner sanctum of brands Common things among the brands Size of brand setThey are all known brands She does not like products of new brands Very large, and she is very particular about the brands that she uses

Long-standing Characteristics of the relationships she has with Loyal Believes that they are the best the various brands in the portfolio of brands she uses

Brand Stories Analysis- JeanBrand Rever Ware Stainless Steel Pastene Tomatoes Hunts Special Sauce Philip Berio Olive Oil Progresso bread crumbs & vinegar Johnnie s Foodmaster meat Contadian Tomato Paste Bounty paper towels Type of Relationship Functional Functional Emotional Emotional Emotional Reason for Buying Sauce doesn t burn Best taste for sauce She feels that the taste is better They are Italian They taste good 5 years Later Yes Maybe No Yes Yes Yes No Yes

Self-expressive For addition of taste

Self-expressive For addition of taste Functional She likes using them

Brand Stories Analysis- JeanBrand Jenn-Air Fridgeidaire refrigerator Type of Reason for Buying Relationship Selfexpressive Functional She has heard about it She believes that the company makes the best refrigerators She believes that it is the best Tried because her old brand, Bon Ami degraded in quality Does not make her hair flat It dissolves in the water Gifted by someone 5 years Later No Yes Yes Yes Yes No Yes

Electrolux Selfvacuum cleaner expressive Comet sink cleaner Aussie Miracle shampoo Functional Functional

Tide Detergent Functional General Electric Selfirons expressive

Case Analysis- Karen

Life Story Analysis- KarenGoals and ConcernsRemorse over goals not accomplished Emphasis on physical appearance Responsibility of the Kids Considers herself to look and feel younger relative to people of same age

What she thinks of herself (SELF- CONCEPT) Sources of pleasure (ID) Sources of pain

Her Fitness and looks one of the few areas of satisfaction Managing the upheaval of her life after divorce Managing her hectic life Embarrassed by her job and her failure to achieve her goals.

Life Story Analysis- KarenTensions that she faces (FRUSTRATION) Issues that she negotiates in her quest for life satisfaction (MOTIVATION) Motivates her on a daily basis (GROUPS) Role of family/ friends/ communityMaybe is experiencing a mid- life crisis Self-Interest versus Kids (Inner conflict)

To look and feel younger

Her Kids extremely important to her She wants to be a better mother to her kids as compared to her own mother

Brand Story Analysis- KarenBrands used by Karen:Detergent: Tide, Cheer, Surf Success Rice Comet Gateway Joy Ban Miracle Whip Mary Kay Dove Gatorade Reebok Coke

Brand Stories Analysis- KarenProducts or categories form her inner sanctum of brands Common things among the brands Size of brand set Characteristics of the relationships she has with the various brands in the portfolio of brands she usesProducts which are enhance her fitness or beauty needs They are mostly brands which her mother used She can t distinguish between brands Relatively smaller, has mostly just one of each category Long-standing Loyal Believes that they are the best

Brand

Type of relationship

Reason for Buying Not able to distinguish between brands. Depend on- Sale, location, display Feels it is one-of-a-kind Dislikes Ajax because of low performance Preferred over Apple Her mother used to use it No specific reason No specific reason Believes it keeps her younger Feels the difference on using Dove and on using any other soap. Likes the taste Emotional attachment No specific reason

5 years Later NO YES NO NO NO NO NO YES YES YES YES YES

Detergent: Functional Tide, Cheer, Surf Success Rice Comet Gateway Joy Ban Miracle Whip Mary Kay Dove Gatorade Reebok Coke Functional Functional Functional Functional Functional Functional Emotional Self Expressive Emotional Emotional Self Expressive

Case Analysis- Vicky

Life Story Analysis- VickiGoals and ConcernsTo be a Market Researcher Wants to establish her own identity Wants autonomy Undergoing a major change in life Wants to establish a serious relation with a boyfriend Very committed towards friendship She firmly believes in her opinions Very pure Hanging out with girlfriends at during night at bars Trying to have a serious relation with a boy

What she thinks of herself (Self- Concept) Sources of pleasure (Id) Sources of pain

Life Story Analysis- VickiTensions that she faces Conflict between dependence and independence No proper path for future goal( Consulted career counselor ) Not ready to negotiate with her views and donot care even if others have different views Likes her feminine nature( her hair, scents, cloths etc) Still semi dependent on parents(Parents take care of her expenses on car and insurance ) Friends are the Sources of enjoyment She remains very committed to friends

Issues that she negotiates in her quest for life satisfaction (Frustration) Motivates her on a daily basis (Motivation) Role of family/ friends/ community (Groups)

Brand Story Analysis- VickyBrands used by Vicky:Ivory- Soap, Shampoo, Conditioner Crest- Toothpaste Soft n dry Opium Intimate Musk Jordache Love Giorgio Victoria s Secret, Maidenform, Playtex, Bali Aveda Elixir Aromatics Mint Rosemary Shampoo B&M baked beans Friendly s Tetley Lysol Dow Metadent- Toothpaste

Brand Stories Analysis- VickiProducts or categories form Products which she has been using for long(Opium, Intimate, Musk, Crest, Soft n her inner sanctum of Dry) brands Anything and Everything that is Floral

Common things among the brands

Opium, Intimate, Musk, Crest, Soft n DryBrand Loyalty and high Satisfaction Ivory- A feeling of being Special Aromatics Mint, Rosemary, Aveda ElixirFloral Very large, and she is very particular about the brands that she uses For certain things she is a Variety Seeker

Size of brand set

For most of the Brands: Characteristics of the Long-standing relationships she has with Loyal the various brands in the portfolio of brands she uses Lysol, Crest- Low Loyalty

Brand Stories Analysis- VickiBrand Type of Relationship Reason for Buying 5 years Later Yes No Yes Yes No Yes Ivory- Soap, Shampoo, Self Expressive Wants everyone to associate her with Ivory Conditioner Crest- Toothpaste Soft n dry Opium Intimate Musk Jordache Love Musk Victoria s Secret,Maidenform, Playtex, Bali Aveda Elixir Functional Emotional Emotional Functional Functional Suits best for her needs People notices her Bought during Christmas For different types of use and at different time of the day Depends on her mood Self-expressive Peer Recognition

She wants to be smelt like it Yes

Emotional

May be

Brand Stories Analysis- VickiBrand Aromatics Mint Rosemary Shampoo B&M baked beans Friendly s Tetley Lysol Dow MetadentToothpaste Type of Relationship Selfexpressive Self Expressive Emotional Emotional Emotional Emotional Functional Functional Reason for Buying Given by her friend Given by her fried She loves to have them For the pleasure of taste Does not know about anything better at that time( used by mom) Because her mom uses it Dow is the new and Improved Product For hygiene factor 5 years Later May be May be No Yes No No Yes Yes

Socio-demographic ProfileCategory Personality Justification Jean Compliant She uses the known and popular brands Karen Detached She uses brands because of other people s opinions Vicki Aggressive She uses the best brands and wants others to recognize the brands that she uses (eg. Ivory, Intimate Musk) Status-oriented (self-expression) She wants to make a mark by having an identity

Self-identified Orientation Justification

Principle-oriented (ideals) She wants to help everyone who needs any help

Status-oriented (self-expression) She wants to portray an image about looking good

Socio-demographic ProfileCategory Self-Concept- Ideal Self Tension Justification Jean Good Homemaker Emotional She is emotionally attached to her mother s house Social Justification Frustration Justification She wants to know everyone Adaptation Worked hard at housekeeping to earn affiliation Projection Blamed her mother for the problems in her life Karen Perfect mother EnvironmentalSocial She is searching for a man in her life Vicki Independence Emotional Conflict between dependence and independence Cognitive Unclear career path Autism Day-dreams about her ex-boyfriend coming back to her

Socio-demographic ProfileCategory Maslow s Hierarchy Jean Social Searching for affiliation Empty nest Nuclear Family C High school dropout+ Skilled Karen Safety and Security Vicki Self-esteem

Justification

She wants a stable She wants to be future identified as the Ivory Girl Extended- full nest 2 Single Parent B1 Bachelor A2(future)

Family life cycle Type of Family SEC(India)Justification

College dropout + Post Graduate Officer

JEAN S CRITERIA S FOR A SIGNIFICANT BRAND RELATIONSHIPy For low involvement categoriesy Word of mouth y Eg. Jenn Air

y Functional performance of the brand importanty Eg. General Electric iron y Even willing to spend more for the good quality y Eg. Honey-of-a-Ham store, Shimmer Lights Shampoo

y Emotional attachment to some products y Eg. Progresso bread crumbs and vinegar because it is Italian

KAREN S CRITERIA S FOR A SIGNIFICANT BRAND RELATIONSHIPy Convenience and affordability y availability y discounts y Recommendation (mother, ex-husband)y Cognitive miser

y Products to maintain her youth and vigor y Eg. Reebok Shoes, Mary Kay Cosmetics

VICKI S CRITERIA S FOR A SIGNIFICANT BRAND RELATIONSHIPy Dependent on her mood y Eg. Ivory is the flavor of her season y Sensory gimmick y Trying to find a smell that she and others can associate with herself y Nostalgia y Eg. B&M Baked Beans and Friendlys Ice Cream