Mark333 Marcom Part A PDF

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Part A example for Marketing Communications & Advertising assignment...

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Part 1: Rossiter & Percy grid

Transformational

(negative)

(positive)

Low

Informational

High

INVOLVEMENT

MOTIVATION

Dior perfumes

Informational vs Transformational In the Rossiter & Percy grid, the motivation for Dior perfume is classified as positivelymotivated or transformational as consumers generally see it as an indulgent or an association with a desired status. The motives behind the purchase of perfume is usually to boost one’s self-esteem, connect with certain memories and to show off their individuality (Hoopes, n.d.). This motive cannot be regarded as negatively-motivated or informational as the purchase of the product is not being made to solve or avoid a problem. Low Involvement vs High Involvement The purchase of Dior perfume is classified as a high involvement. In general, purchasing perfume is a high-risk choice requiring considerable information search and comparison before purchase is being made. As these products are not purchased regularly, consumers would make attentive effort to research different kinds of products available in the market and would have their own set of preferable requirements such as design or price. In comparison, low involvement purchases are usually low-risk as the price is quite low and there is little economic or psychological loss when the wrong choice is made. In conclusion, Dior perfumes are categorised under high involvement and transformational.

Part 2: Target Audience Audience 1: Other Brand Switchers The primary audience that we have chosen for our campaign is Other Brand Switchers (OBS). Other Brand Switchers (OBS) are those who are not the users of our brand product and only switch between the competitor’s brand. This group of consumers possessed a certain extent of habitual switching behaviour however none of those includes switching to our brand. (Rossiter, Percy and Bergkvist, n.d.) There may be a several reason behind it such as the consumer may only have a little access to the advertising information of our brand or the awareness towards our brand are still at a relatively introductory stage. Generally, this group of consumers often are price conscious and value minded which might affect their attitude towards a brand and will choose the brand that offers the most bang for their buck. In fact, most of the time, the attitude of Other Brand Switchers is likely to be neutral or positive which makes the marketers easier to persuade and convince them to our brand. Hence, this is the forefront for our brand to target and prioritize the Other Brand Switchers as the primary audience of our campaign. These are the consumers that we can focus on promoting our campaign and emphasize on the benefit delivery to attempt to change their perspective and increase their likings to our brand as they have the highest potential to be influenced by the perceived product benefit and practicality. Audience 2: Favourable Brand Switchers The secondary audience that we have chosen for our campaign is Favourable Brand Switcher (FBS). Favourable Brand Switchers (FBS) are those who are the users of our brand product and switch between our brand and competitors’ brand. In contrast to the Other Brand Switchers (OBS), our brand product is included in the purchasing consideration and habitual switching behaviour of the Favourable Brand Switchers (FBS). There are a several reason to explain the cause of it such as the consumer are aware of our brand however the level of awareness drops drastically over time which may be cause due to their infrequent purchase of our product or perhaps, they have developed certain favourable sentiment towards other brand. (Rossiter, Percy and Bergkvist, n.d.) As a matter of fact, it is presumable that the Favourable Brand Switchers (FBS) have at least a substantial favourable attitude and perception towards our brand or else they will not even purchase our brand product. Therefore, we will be targeting the Favourable Brand Switchers (FBS) as the secondary audience of our campaign. They will be the peripheral target which we aim to persuade and induce their purchasing likeliness to our

brand as it is not that difficult to attract them in compare to that of convincing the other brand loyal. Part 3: Market research For our research, we each conducted five interviews each, making twenty-five interviews in total. In our survey, we have asked questions concerning category knowledge and experience, along with perceptions of each brand’s performance in a range of important benefits the category can deliver on. We then complied our findings into a table to calculate our final IDU. Part 4: IDU table The following table displays the average score (unweighted and weighted) from our research activities on each brand’s performance on a set of benefits from a rating between 1 to 5. For the importance ranking survey, the rating is ordered from 1 (lowest) to 4 (highest). IDU Table (Unweighted) Brand delivery Benefit

Dior

Chanel

Gucci

Burberry

Importance

Scent

4.28

4

3.76

3.28

4

Design/Look

3.88

4.32

3.68

3.08

2.92

Price

4.08

4.08

3.84

3.72

3.2

Social Acceptance

4.24

4.24

3.92

3.36

2.72

16.48

16.64

15.2

13.44

Total Score

IDU Table (Weighted) Brand delivery Benefit

Dior

Chanel

Gucci

Burberry

Importance

Scent

4.28

4

3.76

3.28

4

Design/Look

3.88

4.32

3.68

3.08

2.92

Price

4.08

4.08

3.84

3.72

3.2

Social Acceptance

4.24

4.24

3.92

3.36

2.72

53.04

53.20

48.74

43.16

Weighted Total Score

Part 4: Findings The results suggest that Dior isn't the industry leader and a differentiated brand positioning strategy should be implemented. Dior ranks the highest (4.28) among its rivals according to the IDU table above for "Scent." This shows that Dior has produced top-notch scents in its scent items in contrast to the items of its rivals. In the value ranking list, scent ranks the highest among other benefits according to the IDU table. So, scent can be seen as the most significant advantage in this type of product category. As Dior earned the highest scent (4.28), the brand will continue to prioritize the best scent delivery to preserve the competitive edge in the marketplace. The positioning method of Dior is user-oriented, since perfumes fall under transformational category. User-oriented positioning is intended to highlight advantages that concentrate on the user. In this case, Dior should highlight their benefits for women who would like to enhance their self-esteem. In this case, the key benefit to Dior is scent. Key benefit claim: Keep unwanted body odour at bay. Part 5: Positioning statement T: Women who want to enhance their self-esteem C: Fragrance B: Captivating scent Dior positioning statement: To women who want to enhance their self-esteem, Dior is the brand of fragrance that offers captivating scent for users. Part 6: Communication and action objectives Communication objectives: Other Brand Switchers (i) Increase brand recognition awareness by 60% within the next 8 months. The aim is to let other brand switchers to be able to identify Dior by just viewing the product or service’s logo, tag line, advertising campaign or packaging.

(ii) Increase brand recall awareness by 40% within the next 8 months. The aim is to let other brand switchers to have an instant recollection of the brand Dior when they are prompted with fragrance products. Favourable Brand Switchers (i) Increase brand recall awareness by 50% within the next 8 months. The aim is to let favourable brand switchers to instantly remember the brand Dior when they are prompted with fragrance products. (ii) Increase brand preference by 50% within the next 8 months. The aim is to let favourable brand switchers to choose Dior’s products when they are faced with other, equally priced and available options of competitors’ products. Action objectives: Other Brand Switchers (i) To achieve retail or website visit among 50% of targeted other brand switchers in the next 8 months. The aim is to let other brand switchers to interact and get-to-know about Dior’s products through stores visit or campaigns. (ii) To increase sample purchase among 50% of targeted other brand switchers in the next 8 months. The aim is to expand other brand switchers’ knowledge about the fragrance products that Dior offers such as gifting consumers free perfume samples. Favourable Brand Switchers (i) To achieve purchases among 80% of targeted favourable brand switchers in the next 8 months. The aim is to entice favourable brand switchers to purchase Dior’s products rather than competitors’ products. (ii) To increase customer recommendations among 20% targeted favourable brand switchers in the next 8 months. The aim is to encourage brand buyers to engage in “word-of-mouth” with their family, friends or acquaintance to share their experience with Dior fragrance products.

Appendix 1. Consumer importance ranking survey

1.1 Tabulation of survey data

Consumer 1 Consumer 2 Consumer 3 Consumer 4 Consumer 5 Consumer 6 Consumer 7 Consumer 8 Consumer 9 Consumer 10 Consumer 11 Consumer 12 Consumer 13 Consumer 14 Consumer 15 Consumer 16 Consumer 17 Consumer 18 Consumer 19 Consumer 20 Consumer 21 Consumer 22 Consumer 23 Consumer 24 Consumer 25 Total Average

[Scent] [Look/Design] [Price] [Social Acceptance] 4 4 3 1 4 3 3 2 4 2 2 4 4 2 3 4 4 2 4 4 4 3 3 2 4 4 3 2 4 4 3 4 4 3 4 1 4 2 3 1 4 4 4 4 4 3 3 4 4 3 4 3 4 2 3 4 4 2 2 3 4 2 4 4 4 4 3 3 4 4 3 3 4 2 4 1 4 3 4 4 4 3 3 2 4 3 3 1 4 3 3 2 4 3 3 2 4 3 3 3 100 73 80 68 4 2.92 3.2 2.72

References Bhasin, H 2019, Brand Recall explained, Marketing91, https://www.marketing91.com/brandrecall/, accessed on 29/04/2020.

Hoopes,

K

n.d.,

Why

People

Wear

Perfumes

and

Other

Fragrances,

https://www.streetdirectory.com/travel_guide/42733/cosmetics/why_people_wear_perfu mes_and_other_fragrances.html, accessed on 29/04/2020. Manimbo,

C

2018,

The

Importance

of

Wearing

Fragrance,

Medium,

https://medium.com/@charlesmanimbo/the-importance-of-wearing-fragrance197422ea4bb1, accessed on 28/04/2020.

Rossiter, J R, Percy, L, Bergkvist, L 2018, Marketing Communications: Objectives, Strategy, Tactics, SAGE Publications, London....