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Weekly assignment you must submit when completing MKTG203 - Weekly assignment you must submit when completing MKTG203 - Weekly assignment you must submit when completing MKTG203 merged files: Question Assignment.pdf - Question Assignment 2.pdf - week 3 assignment.pdf...

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Question Assignment: Find three print advertisements that you believe are targeted at a particular psychographic segment. How effective do you think each ad is in achieving its objective? Why?

Psychological segmentation focuses on the inner or psychological characteristics of consumers. It refers to the intrinsic qualities of the individual consumer, and such consumer segmentation strategies are often based on specific psychological variables. For example, consumers may be segmented in terms of their motivations, personality, perceptions, learning, level of involvement or attitudes. In their most common form, psychographic segmentation studies employ a battery of statements designed to identify relevant aspects of a consumer’s personality, buying motives, interests, attitudes, beliefs and values. The psychographic profile of a consumer segment can be thought of as a composite of consumers’ measured activities, interests and opinions (often referred to as AIOs). As an approach to constructing consumer psychographic profiles, AIO research seeks consumers’ responses to a large number of statements that measure activities (how the consumer or the family spends time—e.g. working, taking holidays, bushwalking), interests (the consumer’s or family’s preferences and priorities—e.g. home, fashion, food) and opinions (how the consumer feels about a wide variety of events and issues—politics, social issues, the state of education, the future). 1. Dettol Advertisement - This ad is targeted at a particular Psychographic segment. Talks about outdoor activities like driving, eating out and also things like working on the computer or making phone calls. - Supermodel Mahnoor Baloch is used throughout the ad. - How it’s advertised? The clothing worn by men is a formal shirt, speaks to a target audience who work in an office, whether they’re male or female. - Product can be used anytime/anywhere to keep hands germ free. - The issue of germs isn’t gender specific thus, ad targets both male and female. - Competitive edge? Dettol is renowned for their high quality, which gives them an competitive edge. - The focus of this ad is on being “anytime anywhere” thus it’s easy to stay germ free. - Dettol ad shows it is the most trusted and hygienic product in India. - It is advertised throughout the day via Radio channels. And is usually played constantly before summer season. - According to the Econ Times Survey of India’s most trusted brands, Dettol was rated 5th in 2006 and first in 2007. - Successful implementation of Dettol Ad? The ad has been positioned as an antiseptic. - The ad shows individuals using other soap to clean their hands, however they switch to Dettol because its better and cleaner. - The Ad is aimed at health conscious people. Due to effective work of mouth ad the brand is increasing in popularity. When we think about cleaning out hands effectively, we think Dettol.

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Strength: 99.9% germ killing attribute, anytime/anyplace, proper communication with TA.

2. Fast track Watches - Launches in 1998, Parent co TITIAN. Pioneers in the youth watch segment. - They initially targets age group 22-32 year olds, aka early job seekers. - Started with commercials with the heading reading “cool watches from TITAN” and “too sexy for your wrist”. - Their initial years in marketing showed positive increase in sales. - By 2002-2003 growth was stagnant, since its marketing strategies were unable to appeal to its target audience. Thus Fastrack re launched itself as “Avtaar” in 2005. - This came with more stylish watches at a low price. - They also diversified into other markets such as belts, eye gears and other accessories. Thus target market was also aimed at 16-25 years, mainly collage young persons. - Commercials like “how many you have” and “move on”. Their move on campaign was effective as the ad shows a modern breakup between a guy and girl, then get back together and give gifts to one another and “move on” – 35 seconds by Madison agency. - Targeted psychographics: people who are brand conscious, fashion conscious and collage young persons. - Break ups are prominent in age group of 16-25 years. - Low income, 80% which spent on fashion accessories. - Strength of commercial: proper communication with TA. - Changed the utility of watch from a time device to fashion accessory. - Characters of commercial possessed coherent properties as of the product and TA. - Humor with a pinch of sarcasm. - Strongly connected to collage kids. - Brand talks the language of young generation. - Success: strengthened brand awareness. - Fasttrack sold over a million in 2008. 3. Mahindra Scorpio Cars - Scorpio came with a new idea car plus in which they were providing luxury car plus sporty look to attract people who like sports cars(suv). - "With its kind of price offering and positioning, Scorpio did attract a lot of crossover customers. Unlike for its competitors in the UV category, people who wished to purchase a C class car would also consider a Scorpio," - With the launch of Scorpio, the growth rate from July 2002 to March 2003 rose to about 51 per cent. Between April 2003 and March 2004, the segment grew by 33 per cent - The third phase of communication was released in July 2004 when the automotive giant focused on the `car plus' statement. What followed was a series of advertisements focusing on people and lifestyle rather than the product. - MOTIVATION Example: Individuals who have achieved their physiological needs, they would be highly motivated to buy products like Life insurance, investments in mutual funds IPOs etc in order to secure their present and future. !

Question Assignment: Firstly,)the)notion)of)‘need’)refers)to)individual)human)requirements) as)any)person)has)a)need.)Moreover,)innate)and)acquired)needs)underlie)human)actions,)in)a) physiological)sense,)an)innate)need)includes)basic)everyday)essentials,)however)acquired) needs)are)considered)secondary)as)they’re)derived)from)the)culture)and)surrounding) environment.)In)relation,)the)concept)of)goals)relates)to)motivation)and)how)they’re)sought) following)outcomes)from)motivated)behavior,)as)well)as)being)internal)depictions)of)preferred) states)for)example)body)temperatures)or)career)successes.)Furthermore)the)idea)concerning) motivation)is)when)an)individual)acquires)a)driving)force)within)himself)or)herself)that) induces)them)to)action.)This)unfulfilled)need)exists)when)one’s)driving)force)is)formed)by)a) state)of)tension.)))))))))In)relation,)the)promotional)materials)produced)by)Mercedes)Benz,)CocaCola)and)Nike)relate)to)the)trio)of;)the)needs)for)power,)affiliation)and)achievement,)which)is) meticulously)entwined)to)Maslow’s)hierarchy)of)needs.)Thus,)after)each)individual)component) in)relation)to)the)trio)of)needs)are)considered,)they)revert)back)to)consumer)motivation.))))))))))) Consequently,)the)power)of)need)has)a)relatively)close)connection)to)the)fourth)level)in) Maslow’s)hierarchy,)which)is)the)‘ego’)need.)Primarily,)this)reflects)an)individuals)self)esteem,) acceptance)of)one’s)self,)success)and)satisfaction.)Figure'1.1)advertising)a)Mercedes)Benz,) relates)back)my)need)concerning)studying)my)degree,)the)notions)mentioned)above)represent) this.)The)motto)demonstrates)a)need)for)power)signifying)“Women)talk)about)men)inside) sports)cars”,)which)is)true,)however)this)is)also)the)case)for)a)“Man)talking)about)a)powerful) woman)inside)a)sport)car,”)indicating)that)in)order)to)grab)a)man’s)attention,)I)need)to) purchase)this)car,)however)to)achieve)this,)it’s)a)necessity)I)finish)my)degree.)))) Correspondingly,)the)need)for)affiliation)specifies)an)immense)influence)by)our)peers)in)order) to)acquire)a)sense)of)belonging)and)acceptance.)This)relates)to)Maslow’s)social)needs,)where) friends)and)family)exceedingly)motivate)individuals.)Figure'1.2,)illustrates)Coca)Cola’s)advert.) At)university,)“sharing)a)coke”)with)your)friends)through)their)advert)of)common)names)as) their)labels)makes)University)more)enjoyable.)Coca)Cola,)demonstrated)a)need)for)affiliation,) through)the)word)‘share’,)motivating)myself)to)“share”)my)coke.))))))))Finally,)the)need)for) achievement)is)generally)sturdiest)when)it’s)personal)achievement,)especially)when)relating) this)back)to)needs,)goals)and)motivation)about)studying)at)university.)Maslow’s)selfactualisation)and)ego)need)exemplify)this.)Figure'1.3,)illustrates)a)solid)advert)set)forward)by) Nike,)through)the)celebrity)endorsement)promotion)by)Tiger)Woods’)and)his)need)for) “winning”)because)it)“takes)care)of)everything”.)This)advert)is)quite)motivating)as)it)exhibits) that)when)one)is)in)the)possession)of)a)Nike)product,)an)expectation)of)winning)and)achieving) is)projected.)It)relates)to)my)needs,)goals)and)motivation)to)owning)Nike)and)“winning)at) university)as)it’ll)take)care)of)everything)in)the)future”.)The)advert)exemplifies)egoism)and)selfactualisation)through)Tiger)Woods. Figure: 1.1 – Mercedes Benz

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Figure'1.2'–'Coca'Cola'

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'' ) ) Figure'1.3'-'Nike'

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2. Find two examples (e.g. advertisements, articles) depicting practices that are consistent with the societal marketing concept and two examples that contradict this concept. Discuss the examples. Example: The Body Shop • The Body Shop supports a large variety of causes, as they say on their website: "Our values have always been at the heart of our business. In fact, they’re at the heart of everything we do." Causes that The Body Shop supports: • Against Animal Testing (They support Cruelty Free International) • Community Fair Trade (Many of their ingredients are supplied by artisans in developing nations) • Human Rights (They raise awareness about domestic violence and support the victims of it, raise awareness about HIV/AIDS, fund youth sexual health education programs, and created the Stop The Trafficking of Children and Young People campaign • Self Esteem (They use positive images in their marketing, have a program called LOVE: Learning is of Value to Everyone which provide education and workshops to their staff, and have a global volunteering policy which gives their staff a minimum of three paid days off to volunteer each year) • Protect The Planet (The Body Shop is heavily involved in various conservation efforts) The Body Shop's Campaigns They created a doll called Ruby, intended to celebrate different-sized women and support positive body image The video shows one of their many community fair trade initiatives

Example: Dove • Dove has been an advocate for self esteem since it started its Self Esteem Fund in 2006 • They have created many campaigns and short films around this cause • Dove is partnered with The National Eating Disorder Information Centre, Because I Am A Girl, and Anorexia and Bulimia Quebec • Their website holds a lot of self esteem resources and information • “Evolution” video by dove was produced by Dove as part of their self esteem campaign. It employs the societal marketing concept by supporting the social cause of body image issues and eating disorders, primarily in young girls Monster energy drink ads - socially irresponsible because it shows young people as moronic, and while some may be that way it is not a responsible message to send. Drink responsibly and consumer education would have been. Is it a matter of negligence on the part of the energy drink company for failing to adequately inform those who consume the product, especially youngsters who are particularly vulnerable, or is a matter of one’s personal responsibility, as with other potentially harmful products (i.e., fast food) to carefully monitor what we put into our bodies, how much of it we consume, and to be an educated consumer about the possible health effects.Energy drinks are currently the fastest-growing portion of the beverage market. According to Forbes, energy drink sales rose by more than 16 percent last year and Monster was in the lead, with 35 percent of

the market. Monster drinks attract teens with their goth-inspired logo and names such as Java Monster, Lo-Carb Monster and Monster Rehab. The drinks are marketed in magazines and on billboards with slogans like “unleash the beast” and “the meanest energy supplement on the planet.” And their banners are prominent at most extreme sports events. Some of the cans ironically tout the product’s “killer buzz…” Walmart - “Save Money, Live Better”. That’s Wal-Mart’s slogan, but Wal-Mart workers themselves certainly wouldn’t say that they live better after beginning employment with the retail giant. A 2005 study found that Wal-Mart reduced the take-home pay of workers by an astounding $4.7 billion dollars annually, adding insult to injury considering that workers are often forced to work overtime for zero pay. Wal-Mart does everything it can to deny its workers basic rights, spending an enormous amount of time and money keeping unions out including $7,000 anti-union camera packages, $30,000 undercover spy vans, $100,000 24-hour anti-union hotlines and a $7,000,000 rapid response team with a corporate jet.Furthermore, Wal-Mart pushes its suppliers to go lower and lower on their wholesale prices, until they’re so squeezed that they barely have two pennies to rub together at the end of the day. Thanks to its focus on low, low prices, the retailer has repeatedly turned a blind eye to child slave labor in its manufacturing facilities abroad, particularly in China and Bangladesh. And, despite all of their claims about ‘going green’, Wal-Mart has broken one environmental law after the other. Wal-Mart became the first company to be fined for violating new standards for stormwater runoff in 2001, and had to pay $5.5 million. In 2004, the company faced fines for violations in 9 states. That same year, it agreed to pay $400,000 to the government to settle claims that Sam’s Club had violated air pollution regulations in 11 states. Last year, the company admitted as much – but that hasn’t stopped them from continuing the PR effort. Former CEO Lee Scott admitted of the company’s greenwashing efforts, “It has been positive from a PR standpoint, but one of the things we learned is that we are not sophisticated enough to spin a story — ultimately, we’d get hammered. We are not out saying we’re a green company. We are not green. We have an extraordinary distance to go.” !...