MARKETING STRATEGY FOR “FAST

RELIEF” USING FRAMEWORK OF THE

TEXT CONSUMER BEHAVIOR AND

MARKETING STRATEGY BY PETER &

OLSON FOR AHMEDABAD MARKET

Keyur Savalia, Stevens Business School

1

Flow of Presentation

Step 1: Current Status of Product Step 2: Current ACBE’s (Components of WOCA)

(Section 1 to Section 4) Step 3: Desired Status of Product (With Reason) Step 4: Desired ACBE’s Step 5: Marketing Strategy for Creating Desired ACBE’s

(Section 5) Step 6: Why do you think what ever data has been give will the desired

status of product(How does the changes in Current ACBE’s gives Desired

acbe’s?)

2

Emami Fast relief

Fast relief An aurvedic pain relief ointment For external use only The ayurvedic active ingredients of

special herbs like Nilgiri oil , Lavang and Gaultheria

3

Current Status

Pain relief ointment category: 480 Crore Fast relief market share: 22% (105

crore) Ahmedabad: 1.3 Crore Volume 5,20,000

4

3. INTRODUCTION OF AFFECTS AND COGNITION

5

3.2 Types of Affective Responses

Type of Affective Response

Level or physiological

arousal

Intensity or strength of

feeling

Examples of Positive and

Negative Affect

Emotions Higher arousal and activation

Stronger

Joy-(30%)

Specific feelings

Satisfaction(30%)

Moods Relaxed (40%)

Evaluations Lower arousal and activation

Weaker

6

3.5 COGNITIVE PROCESS IN CONSUMER DECISION MAKING

7

ENVIRONMENT

INTRPRETATION PROCESS

ATTENTION COMPREHENSION

NEW KNOWLEDGE MEANINGS AND BELIEF

INTEGRATION PROCESS

ATTITUDES AND INTENTIONS DECISION MAKING

Purchase

STORED KNOWLEDGE MEANING AND BELIEF

MEMORY

COGNITIVE PROCESSCOGNITIVE PROCESS8

Advertisement(60%), Influencer(40%)

Importance of being Relax

Attention and ComprehensionTrusted Brand – 100%, Ayurvedic -100%, Strong - 80%, warm - 60%,

Effective – 80%

New knowledge, meaning and beliefInstant relief – 80%, Soft – 60%, Stain less – 40%

Integration process

Attitudes and intentions decision makingFavorable Attitude – 100%, Safe – 100%

Purchase

STORED KNOWLEDGE MEANING AND BELIEF

MEMORY

COGNITIVE PROCESSCOGNITIVE PROCESS9

Script 1

Went to chemist shop Look a pain relief ointments section Looked Fast Relief Inquire about it Purchase

10

Script 2

Went to the chemist shop with wife Ask for the pain relief cream He shows - Moov, Fast relief, As-40,

Iodex, Zandu I ask him to suggests about better option

among them He suggest Fast relief and Moov Remember an Ad of Amitabh Bacchan Purchase

11

Cognitive learning12

CHAPTER: 4 CONSUMERS’ PRODUCT KNOWLEDGE AND INVOLVEMENT

13

4.1 Level of Product Knowledge

More abstract Less abstract

Product class

Product

form

Brand Model/feature

Pain relief

Ointment

Spray

Moov – 100% Fast relief - 100%

Relly spray - 100%

Zandu bam - 100%

Iodex - 100%AS-40 - 40%Rhue - 60%Tiger bam -

100%Voltaren Gel -

60%Olivine gel – 60%

Fast Relief150gm, 50gm,

10gm

Moov

150gm and 50gm

14

4.2 Type of Product Knowledge

Bundle of Attributes Abstract

Warm Soft

Concrete Ayurvedic Price Red colur pack

Bundle of benefits Instant pain relief Safe Long tern effect

Value Satisfaction Relax Well being Self esteem

15

Means-end chains model of Sugar Free

16

Exhibit 4.6

MEANS END CHAIN

DIRECT ELICITATION FREE SORT TASK TRIAD TASK

17

Direct elicitation Instant relief Price Ayurvedic Availability Cooling sensation Brand

Exhibit 4.6

18

Free sort task

Ointments Fast relief Moov Iodex Zandu Tiger bam Rhue

Instant relief Rally spray Moov spray

19

Exhibit 4.6

TRIAD TASK

Fast relief and Iodex Rally spray

POP : Ayurvedic

POD : Instant relief (spray)

20

Exhibit 4.6

Common attributes Instant relief

21

Laddering

You said that the Instant Relief in Pain relief product is important to you in deciding what brand to buy? Why is that? Getting back to work as soon as possible (IV)

Why is it important to you To get back to work as soon as possible? To fulfill my Responsibility (IV)

Why is it important for you To fulfill your Responsibility? To complete a task on time (IV)

22

Why is it important for you To complete a task on time? I am Time Punctual Person (IV)

Why is it important for you to be Time Punctual Person? Time is Money (Psychosocial consequences)

Why do you feel that Time is Money for you? So I can earn more Money (Functional consequences)

Why is it important for you to earn more money? To fulfill my Desire (IV)

Why is it important for you to fulfill my Desire? To enjoy my life (IV)

23

Why is it important for you to enjoy your life? To get Personal Satisfaction (Terminal Value) Why is it important for you to get Personal

Satisfaction? I believe that it is one kind of Achievement for

me (Terminal Value) Why is it Important for you?

It gives me Relaxation (Terminal Value) Why Relaxation is Important for you?

So I can recollect my all Positive Energy (IV)

24

Why getting Positive energy is important for you? To fulfill my Responsibility (IV)

Why is it important for you To fulfill your Responsibility? ……………………………………

25

MEC26

The ZMET (Zaltman Metaphor Elicitation Technique) interview

27

PRE-INTERVIEW INSTRUCTION28

STORYTELLING

warm feeling

surprising and happy feelings.surprising and happy feelings.

Cool feelingCool feeling

leisure, relaxation

leisure, relaxation

Safety feelingSafety feeling NaturalNatural

29

Expand the frame

Tree Tree Colorful cap

Colorful cap

Penguin Penguin

Swing Swing Wings Wings waterwater

30

Sensory images

Scent – Royal Red (Royalty)

Sound – Melody music (Calm)

Taste – Salty (enthusiasm)

Touch – friendly warm

31

Vignette

Hey I am Fast Relief, I am a pain relief ointment who

Satisfy a person by killing paining sensation within a

fraction of time. The interesting feature about me is that -

by applying me the consumer feels warmth inside but he

experiences a cooling sensation outside! And feels

Relaxed very soon. This directly energizes him and make

him feel active and healthier to enjoy each and he enjoys

every moment of life .

32

Digital image33

Conclusion of MEC and ZMET

Instant relief Relax Enjoy Safe

MEC ZMETZMET

34

4.8 Consumer Product Involvement

35

Consumer Product Involvement

Consumer Characteristic•Passionate, Socializing, (100%) •Achiever (40%), Strivers (6o%)

Product Characteristic•Pain relief •Fast acting •Natural •Price

Situational context•Sales promotion•Less time to decide

Intrinsic Self-

relevance

Intrinsic Self-

relevance

Situational Self-

relevance

Situational Self-

relevance

Involvement

•Affective responses & activated knowledge about attributes, consequences and values

Involvement

•Affective responses & activated knowledge about attributes, consequences and values

Interpretation &

integration process

Interpretation &

integration process

36

CHAPTER:5 ATTENTION AND COMPREHENSION

37

Exposure38

RespondentsPercenta

ge

Intentional exposure

1 40%

Accidental exposure

2 60%

5.3 Variations In Comprehension

Highly Automatic (100%)Highly Automatic (100%)

Shallow (100%)

More Controlled

Lower recall

Deep (100%)Deep (100%)

Less elaborated (100%)Less elaborated (100%) More elaborated

Greater recall (100%)Greater recall (100%)

Levels

Elaboration

Memorability

39

Exposure40

CHAPTER: 6 ATTITUDES AND INTENTIONS

41

6.1 Level of specificity of an Attitude Concept

Level of Attitude Concept Level of Attitude Concept

Fast relief Fast relief

Product class Product class

Product form Product form

Brand Brand

Model Model

Brand/Model general

situation

Brand/Model general

situation

Brand/Model Specific

situation

Brand/Model Specific

situation

Pain Relief Pain Relief

Ointment Ointment

Fast relief Fast relief

10gm, 50gm, 150gm

10gm, 50gm, 150gm

External application

with rubbing

External application

with rubbing

Pain free cooling

sensation

Pain free cooling

sensation

42

6.2 Salient Beliefs & Attitude Towards “Fast Relief”

•Fast relief hast

quick effect •Fast relief is available in various package •Fast relief is Ayurvedic product

•Fast relief hast

quick effect •Fast relief is available in various package •Fast relief is Ayurvedic product

Attitude

Attitude

•Fast relief is pain relief ointment•Fast relief hast quick effect •Fast relief is available in various package •Fast relief is Ayurvedic product•Fast relief is available in affordable price.

•Fast relief is pain relief ointment•Fast relief hast quick effect •Fast relief is available in various package •Fast relief is Ayurvedic product•Fast relief is available in affordable price.

43

6.3 Multiatribute Attitude Model

∑Where,Ao = Attitude towards the objectbi= strength of the belief that the object has attributes ei= evaluation of attributen = Number of salient belief about the object

44

Fast relief Fast relief

Instant relief Instant relief

Ayurvedic Ayurvedic

Stainless Stainless

e1= +2e1= +2

E2= +3E2= +3

e3=1 e3=1

Attitude = 48Attitude = 48

B1=9B1=9

b2=8b2=8

b3=6b3=6

45

Iodex Iodex

Instant relief Instant relief

Ayurvedic Ayurvedic

Stainless Stainless

e1= +1e1= +1

E2= +2E2= +2

e3=-1 e3=-1Attitude = 17Attitude = 17

B1=8B1=8

b2=7b2=7

B3=5B3=5

46

Olivine gel Olivine gel

Instant relief Instant relief

Ayurvedic Ayurvedic

Stainless Stainless

e1= +2e1= +2

E2= -1E2= -1

e3= +3 e3= +3

Attitude = 28Attitude = 28

B1=9B1=9

b2=5b2=5

B3=5B3=5

47

CHAPTER: 7 CONSUMER DECISION MAKING

48

7.2 A Generic Model of Consumer Problem Solving

Problem RecognitionProblem Recognition

Search for Alternative Solutions

Search for Alternative Solutions

Evaluations of Alternatives

Evaluations of Alternatives

Purchase Purchase

Post purchase use & reevaluation of chosen

alternative

Post purchase use & reevaluation of chosen

alternative.

.•Back pain•Joint pain•Muscular pain

•Back pain•Joint pain•Muscular pain

•Fast Relief•Iodex •Relispray

•Fast Relief•Iodex •Relispray

•Time of relies pain•Product form

•Time of relies pain•Product form

•Purchase accordingly requirement•Purchase accordingly requirement

•Fast acting(60%), Ayurvedic(40%) •Fast acting(60%), Ayurvedic(40%)

49

Exhibit 7.3 FORMING A CONSIDERATION SET OF BRAND CHOICE ALTERNATIVES50

7.7 Effect of involvement and product knowledge on consumer problem solving process

High Involvement Low KnowledgeProblem Representation

Reaction

Basic Motivation Choose Best Product : Pain relief

End Goal Obtain desired value

Goal HierarchyComplex Hierarchy, Clear, well-defined sub goals, Certainty about goals

Consideration set Few choice alternative

Choice CriteriaWide range of product knowledge is available for use

Decision heuristics Limited (moderate) Problem Solving

51

CHAPTER:8 INTRODUCTION TO BEHAVIOR

52

Exhibit 8.1

ADOPTION/PURCHASE PROCESS

53

A Common Behavior Sequence for a pain relief Purchase

Exh

ibit

8.2

54

Measure Consumer Behavior

Consumption stageConsumption stage

Information contactInformation contact

Example of behaviorsExample of behaviors

PurchasePurchase

Post purchasePost purchase

Product contactProduct contact

TransactionTransaction

Consumption & Disposition

Consumption & Disposition

CommunicationCommunication

FundsFunds

Store contactStore contact

Types of behaviorTypes of behavior

Pre purchasePre purchase

Sales PromotionWOMAdvertisement

Sales PromotionWOMAdvertisement

Tell others about productTell others about product

Take product at homeTake product at home

Locate outletEnter OutletLocate outletEnter Outlet

Cash in HandCash in Hand

Obtain ProductObtain Product

ConsumptionConsumption

55

CHAPTER: 9 CONDITIONING AND LEARNING PROCESS

56

THE PROCESS OF CLASSICAL CONDITIONING

Unconditioned stimulus

Unconditioned response

Unconditioned stimulus -

Commercials in TV serials

Unconditioned stimulus -

Commercials in TV serials

Neutral stimulus-Product Song/

Tagline

Neutral stimulus-Product Song/

Tagline

Unconditioned response

Unconditioned response

Conditioned stimulus

Conditioned stimulus

Conditioned response –

Feeling of well being

Conditioned response –

Feeling of well being

57

Exh

ibit

9.1

Exhibit 9.4

OPERANT CODITIONING

Sales Promotion Technique TV advertisement Purchase of Product

Entry into store Display ad Purchase in Store

58

CHAPTER:10 INFLUENCING CONSUMER BEHAVIOR

59

10.1Approach to influencing Overt Behaviors

Information about

consumer’s affect,

cognitions, behaviors

Information about

consumer’s affect,

cognitions, behaviors

Marketing Mix stimuli placed

in the environment

Marketing Mix stimuli placed

in the environment

Influence consumer’s affect and cognitions

Influence consumer’s affect and cognitions

Influence overt

consumer behavior

Influence overt

consumer behavior

Consumer research data

Sales, market share data

Consumer research data

Sales, market share data

60

10.2 Strategies Designed to Influence Overt Consumer Behavior

61

10.4 Consumer Behavior influence strategy

Measure Current ACBEMeasure Current ACBE

Analyze Consumer and Market

Analyze Consumer and Market

Select influence strategySelect influence strategy

Measure Strategic effects

Measure Strategic effects

Evaluate performanceEvaluate performance .

.

•Psychosocial behavior

•Target Market should be clear

•Influence from Celebrity, opinion leader

•Give distinct position

•Sales and brand recall

62

CHAPTER: 11 INTRODUCTION TO THE ENVIRONMENT

63

Situations- Analyzing Situation

Muscular pain – high workload

Environment – chemist shop, many pain

relief, shop keeper

Goal- Relax, more concentrate on work

Affect/Cognition – pain, calm and stres

Behavior : To purchase fast relief at the site

of pain

65

CHAPTER: 12 CULTURAL AND CROSS- CULTURAL INFLUENCES

66

12.3 A Model of Cultural Process

Cultural meaning in products & servicesCultural meaning in products & services

Cultural meaning in consumersCultural meaning in consumers

Cultural meaning in social & physical environment

67

CHAPTER: 13 SUB-CULTURES AND SOCIAL CLASS

68

13.1 Types of Subcultures- Theoretical Framework

Demographic Characteristics

Examples of Subcultures

Age Above 18 years

Religion All Religion

Race Asian

Income Level Middle Income, Higher Income

Nationality Indian

Gender Female, Male

Occupation businessman, service

Geographic Region India

Community City

69

CHAPTER: 14 REFERENCE GROUPS AND FAMILY

70

14.1 Types of Reference Groups – Theoretical Framework

Types of Reference

Groups

Key Distinction And Characteristics

Type of Reference

group in fast relief

Formal/Informal

Formal Reference groups have clearly specified structure, informal groups do

not.

Formal

Primary/Secondary

Primary reference groups involve direct, face to face interaction;

Secondary groups do not.

Primary

MembershipPeople become formal members of

membership reference groupsNo

Aspirational People aspire to join or emulate aspirational reference groups

No

Dissociative People seek to avoid or reject dissociative groups

No

71

14.2 Effects of public-private and luxury-necessity dimensions on reference group influence for product and brand choice

Public

Private

72

AN ASSOCIATIVE NETWORK OF KNOWLEDGE OR SCHEMA

73

CURRENT SCHEMA

74

Fast Relief Fast

Relief

Ayurvedic

Ayurvedic

Safe Safe

Effective

Effective

Long term effect

Long term effect

Instant pain solution

Instant pain solution

Price Price

Daily duty Daily duty

Health and well being Health and well being

Enjoying life

Enjoying life

More time energy

More time energy

Self esteem Self esteem

Red color pack

Red color pack

Aggressive

Aggressive

Strong

Strong

BamBam

Amithabh Bacchan Amithabh Bacchan

EmamiEmami

Fair and handsome

Fair and handsome

Pain killerPain killer War

m Warm

Relaxation Relaxation

Soft Soft

Good sleep

Good sleep

JoyJoyCool sensation

Cool sensation

Stain less

Stain less

75

DESIRED STATUS

76

DESIRED SCHEMA

77

Fast Relief Fast

Relief

Ayurvedic

Safe

Effective

Long term effect

Instant pain solution

Price

Daily duty

Health and well being

Enjoying life

More time energy

Self esteem

Red color pack

Aggressive

Strong Ba

m

Amithabh Bacchan

Boro Plus Boro Plus

Karina KapoorKarina Kapoor

Emami

Fair and handsome

Pain killer War

m

Relaxation

Soft

Good sleep

Good sleep

JoyCool sensation

Stain less

78

CHAPTER: 15 CONSUMER ANALYSIS AND MARKETING STRATEGY

79

15.1 Task In Market Segmentation80

Investigate Segmentation Bases

Geographic: AhmedabadGeographic: Ahmedabad

Demographic –Age, Family size, and Occupation Demographic –Age, Family size, and Occupation

Social cultural –Social ClassSocial cultural –Social Class

Affective & Cognitive – Involvement, Attitude, Benefits Affective & Cognitive – Involvement, Attitude, Benefits

Behavioral- All Situation Behavioral- All Situation

Combined approaches – All SituationCombined approaches – All Situation

81

Market Segmentation

Same

82

CHAPTER:16 CONSUMER BEHAVIOR AND PRODUCT STRATEGY

83

16.3 Brand Commitment And Purchasing Pattern

Fast Relief

Number of brands purchased in a particular time period

Single Multiple

High

Low

ConsumerCommitment

Brand loyalty Variety Seeking

Repeat purchase behavior Derived varied behavior

84

16.4 Brand Loyalty And Usage Rate

Fast relief Fast relief

Brand loyalty

Light Usage

Variety Seeking

Heavy Usage

Brand loyal light users Brand loyal heavy users

Brand Indifferent light users Brand Indifferent heavy users

85

CHAPTER: 17 CONSUMER BEHAVIOR AND PROMOTION STRATEGY

86

Exhibit 17.1TYPES OF AFFECTIVE RESPONSE

87

88

Exhibit 17.3 TWO ROUTES TO PERSUASION IN THE ELM

Like Like NeutralNeutral Dislike Dislike

Buy regularly

Buy regularly

Buy Occasionally

Buy Occasionally

Never Buy Never Buy

ATTITUDE TOWARDS OUR BRAND

PAST PURCHASE PATTERNS OF OUR BRAND

TWO DIMENSIONTWO DIMENSION

Loyal to our brand

Occasional customers who are vulnerable to our competitorsOccasional customers who are vulnerable to our competitors

Customers of competing brands who are vulnerable to our brand Forget it

Our regular customers who are vulnerable to

our competitors

89

AN ANALYSIS OF CONSUMER VULNERABILITY

Exhibit 17.6 THE MECCAS MODEL90

CHAPTER 18: CONSUMER BEHAVIOR AND PRICING

STRATEGY

91

92

The Pivotal Role of Price In Marketing

ExchangeConsumer Costs

Time

Cognitive activity

Behavior effort

ProfitValue

Yes price willing to pay

Marketing Exchange

Yes price willing to sell

+

=

+

=

Business costs

ProductionPromotionDistributionMarketing research

A strategic approach to pricing93

EXHIBIT 19.1 THE WHEEL OF CONSUMER ANALYSIS: CHANNEL STRATEGY ISSUES

94

Exhibit 19.2 A MODEL OF STORE ATMOSPHERE EFFECTS

Environment

Stimuli

Environment

Stimuli

Approach or avoidance responses

Approach or avoidance responses

Emotional states

Pleasure Arousal

Dominance

Emotional states

Pleasure Arousal

Dominance

95

97

98

99

From From

Dard Mitaye Chutkiyo MeDard Mitaye Chutkiyo Me

To To

Kamar Dard, Moch ??????Kamar Dard, Moch ??????

Bas Lgane ki Der he !! 10

0

101