IQRA AHMAD (28250)

AMINTA MEHREEN (29973)

BSBA 6th B
CONSUMER BEHAVIOR
June 16, 2017
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Contents
No table of contents entries found.

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Abstract:

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Consumer behavior is defined as "The study of individuals, groups, or organizations and
the processes they use to select, secure, use, and dispose of products, services,
experiences, or ideas to satisfy needs and the impacts that these processes have on the
consumer and society."

Product Positioning:
Product positioning is an important element of a marketing plan. Product positioning is
the process marketers use to determine how to best communicate their products' attributes
to their target customers based on customer needs, competitive pressures, available
communication channels and carefully crafted key messages.

specific positioning:
Company introduction: GlaxoSmithKline plc (GSK) is a British pharmaceutical
company headquartered in Brantford, London. Established in 2000 by a merger of Glaxo
Welcome and SmithKline Beecham, GSK was the world's sixth largest pharmaceutical
company as of 2015. GSK's consumer healthcare division, which earned £5.2 billion in
2013, sells oral healthcare, including Aqua fresh, Maclean's and Sensodyne toothpastes;
and drinks such as Horlicks, Boost, a chocolate-flavored malt drink. Other products
include Abreva to treat cold sores; Night Nurse, a cold remedy; Breathe Right nasal strips
and Nicorette nicotine replacements etc.

Product:

Sensodyne is a brand name of toothpaste targeted at people with sensitive

teeth.Sensodyne products are applied at home. Sensodyne is owned by GlaxoSmithKline.
The brand has strong recall when it comes to sensitive tooth, it comes first in the
consideration set of the consumers. The Brand Name SENSODYNE stands for what is
says or it’s a synonymous to tooth sensitivity relief. The brand can be best identified from
the below terminologies.

 Relieves tooth sensitivity

 Toothpaste for sensitive teeth

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 World's No. 1 Toothpaste for Sensitivity

Specific Positioning Sensodyne is a toothpaste marketed for individuals with sensitive

teeth and those who wish to prevent sensitive teeth. Target Segment are Ages group
between 20 to 50 years (middle & upper class). Sensodyne took unusual marketing
approach. They started by creating awareness about the condition of sensitive teeth and
projected Sensodyne as the dentist's most preferred choice for sensitive teeth. Globally
also Sensodyne is positioned as Dentist's choice for sensitive teeth.

Competitive positioning:
Competitive positioning is about defining how you’ll “differentiate” your offering from
your competitors and create value for your market. It’s about carving out a spot in the
competitive landscape, putting your stake in the ground, and winning mindshare in the
marketplace – being known for a certain “something.

Advertisement of competitive positioning:

Zong and Ufone both are telecommunication companies and a strong competitor of each
other. From past few years they are targeting each other in their advertisement

Psychological positioning:

Psychological positioning is a strategy employed to create a unique product image with

the objective of creating interest and attracting visitors.

Advertisement of psychological positioning:

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LUX is a global brand developed by Unilever. The range of products includes beauty
soaps, shower gels, bath additives, hair shampoos and conditioners. Lux started as
“Sunlight Flakes” laundry soap in 1899. In 1925, it became the first mass-market toilet
soap in the world. It is noted as a brand that pioneered female celebrity endorsements.
Today, Lux is the market leader in countries
like India, Pakistan, Brazil, Thailand and South Africa Lux (soap) is now headquartered
in Singapore.

The brand image of is firmly and favorably embedded in the psyche of the consumers. It
influences the psyche of consumers by female & male celebrity endorsement. The
product is also not particularly expensive, which is said to be a winning combination

Affective response:

The emotional response to a situation. For example, the feeling of pride and satisfaction a
person obtains when winning, or the feeling of disappointment on losing.

Advertisement of affective responses:

A touchy story of a daughter what she feels about her father. She wrote ten lines like an
Urdu easy my father. The AD ends with a touching line "Shayad saray achy father aisay
hi hotay hain". A nice concept with the brilliant execution. Novella leads the tagline
"Munh Mein Ghul Jaye Dil Pighal Jaye".

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Titan’s Joy Of Gifting Ad Creates An Emotional Stir.

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Last month in December, Titan Watches created quite an emotional stir with its ‘Joy of
Gifting’ ad in the online world. Extending its brand proposition ‘The joy of gifting’, the
commercial sought to return to the signature tune of Titan Watches and strengthen the
brand’s association with gifting around a simple theme – the farewell gift. the ad film
features a college classroom packed with students and an endearing aged professor
writing away on the blackboard. Small groups of students begin to start thumping on their
desks and making sounds creatively, while some of them stand up to hum a tune that
eventually starts to reveal as the Titan signature tune. The whole class joins in along with
other professors, much to the surprise of the bewildered professor. He is then presented
with a book labelled “Farewell Prof” with messages from his students. Quite overcome
with emotion, he flips the page to find a Titan watch stored in a recess within the book.
There is a ‘thank you sir’ written beside too. It is an emotional appealing advertisement
therefore it engages the customer around the key message – joy of gifting

Attention:

Attention always precedes perception. Attention is the central process and perception is
not at all possible without attention. The process of attention serves the various functions
in the organization of our perception and other cognitive functions.

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Prints ads on gaining attention:

FEDEX: USA-BRAZIL

This ad is done for FedEx showing their services from USA to Brazil. The concept of
using maps makes this ad so outstanding.

Samsung MP3 Player:

With Samsung MP3 players, the sound is so realistic it’s as if the band is singing right
into your ear. Or so the ad would have you believe.

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Panasonic 3D TV
This ad for Panasonic reflects the 3D quality that Panasonic TV’s possess, giving
you the illusion of the reality.

Lion show
This is a uniquely eye-catching ad revealing the how close to the wildlife this park
intends to get its visitors.

Subliminal perception:

Subliminal messages and perception are linked to the idea of mind control, and the roots
of this are placed very far back in our history. Mind control is where an individual or
group of individuals can be controlled without their awareness. It is perception below the

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individual's/group's threshold. It is also the idea that people can be made to do things they
would not ordinarily do.

Print ads on subliminal perception:

The Tostitos logo is well-known, the subliminal message in it (and in every Tostitos ad
that shows the logo) the two friends sharing chips and salsa, it indirectly conveys the
message of sharing and friendship.

An oldie, but a goodie, many don’t see the subliminal message in Amazon’s logo — the
current logo has been in use since around 2000.The cute A to Z arrow shows that all
product from entire world are available in amazon.com.

The Tour de France is an annual multiple stage bicycle race primarily held in France,
while also occasionally making passes through nearby countries. Its advertisement has a
bicycle in its print ad. The Tour De France has been going since 1903, and has become

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the most prestigious cycling event in the world. Take a close look at the logo, and you'll
see that the 'OUR' and orange circle make up an image of someone riding a bicycle.

Perceptual Organization:

Perceptual organization refers to the ability to impose organization on sensory data, to

group sensory primitives arising from a common underlying cause. The existence of this
sort of organization in human perception, including vision, was emphasized by Gestalt
psychologists.

Print Ads on perceptual organization:

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