Consumer Behavior Case Study:

Tudor Fashions

Submitted By:
Group 2
Aditya Zutshi (09BM8005), Ambuj Agarwal
(09BM8007),
Nidhi Bansal (09BM8028), Shweta Jain (09BM8031),
Shilpa Gautam (09BM8085)
& Amit Sarangal (09BM8082)
Ques1: What kind of information was the
basis for CEO’s decision about Tudor
Shoes?
 CEO was measuring consumer attitudes by Observation
of Behavior.
Results
Above changes resulted in change in
consumption pattern of product i.e. Tudor
shoes
CEO related this change in consumer
behavior with declining sales over past 2 yrs
Decided to move from “high quality –
affordable price” to “high price – high
quality” image
Though Observation method is usually used
to supplement other research methods like
(qualitative investigations: focus group,
depth interviews, TAT & Attitude Scale)
Ques 2:Analyse the pros and cons of
Prashant’s decision about Tudor Shoes
Pros
◦ Able to recognize changing consumer attitude,
perception and preference
◦ Identified the need of changing product range
in consensus with all departmental heads
◦ Realized that they need to keep pace with the
changing trends for future growth
Cons
 Lost the existing segment – middle class
◦ Created confusion among customer about the brand image
◦ Drastic price changes were not accepted by customers
 Lost the competitive advantage of selling good quality
affordable range shoes
 Marketing communication strategy was missing
◦ Tried to enter into new market without proper
repositioning efforts
 POD wrt premium brands was missing
◦ For premium shoes other brands were recalled, not Tudor
 This all resulted into further decrease in market share
Ques 3: Suggest an Approach to change consumer
perception and attitudes about Tudor shoes.
Proposed Approach
To Change Perception
◦ Inputs to the perception process i.e. the stimuli –
Vision & Hearing through marketing communication
◦ The design changes should be such that it crosses the
differential threshold but at the same time the price
point should not vary to such a large extent.
◦ They can launch new sub brand for high end premium
shoes
To Change Attitude
◦ Change the criteria for evaluation
 Earlier they evaluated on basis of affordable prices and no fuss
– elegant shoes for office.
Changing basic motivational function :
◦ Emphasis on “Value-expressive” function
 Will help consumers illustrate their personality & lifestyle
to be in trend with what others are wearing.
◦ Ego defensive function
 To support self concept and be part of the latest trend of
bold shoes
Changingbrand belief (as part of altering
components of the multi-attribute model)
Ques4: Designing Marketing Communication
Objective of the communication
◦ Changing Customer perception and attitude
towards new range of Tudor shoes
◦ Make the middle class aware of the changing
trends and try moving them to higher category
shoes.
◦ Keeping existing customer segment satisfied
 By emphasizing the wide range of shoes & assured
quality and comfort
◦ Adding new customer segment (upper middle
class & upper class)
 Adding “Style” as the dimension with Tudor’s brand
Image.
Target Audience
◦ Middle class (for existing range)
◦ Upper Middle and Upper class (for premium
range)
Communication Medium
◦ Peripheral route of persuasion
◦ Low involvement medium like Television
◦ Prints ads to give snapshot of the range of
shoes and emphasizing the assured quality and
comfort.
Message Content
Launching new sub brand - Premium
◦ Highlight points of difference
◦ Target other-directed people
Creating positive attitude
◦ Communicate knowledge about latest styles, bold
looks and high quality of new range of Tudor
shoes
◦ Increase trial ability at Retail outlets to
communicate quality
◦ Establishing New image of the Sub-brand for
premium range shoes
New range of shoes should come with
introductory offers
Salesforce to be used for imparting
knowledge
Advertisements:
◦ Using advertisements focusing on emotional
appeal
◦ Shoe in the contrast using the figure and ground
theory
◦ Showing a group of office goers wearing
comfortable yet stylish Tudor shoes.
◦ High Frequency of advertisements