Professional Documents
Culture Documents
Case One
Case One
Case One
“CASE”
(BPMM3013)
CONSUMER BEHAVIOR
Group : B
Prepared to :
Prepared by:
1. When I heard Porsches, I thought that this car is the one of remarkable sport cars. Porsche is not
only high performance car but high prices as well. As we know that this Germany car, the most
prestigious automobile, it is basically sport car that couldn’t be driven everyday and everyplace.
Because it is only to be driven on special occasion like racing and special track which has best
quality such as rally circuit. It is not every people know well how to drive it which means that
only a few people understand how to drive it. Porsche is rally car that was my perception about
Porsche. Porsche succeed to recognize customer perception about its brand. It is also succeed to
2. Porsche embedded the core’s three elements on its brand by conducting everyday magic
Porsche Cars North America said that The magic of Porsche is how thoroughly the cars
transform your everyday, routine driving and It’s not only about the weekend joyride. It’s the
only car in the world that combines true sports car exhilaration and the drivability for daily use.
This campaign brings this fact to life, painting a bigger picture of the real Porsche value
proposition, in some cases through the words and images of owners themselves.
tradition, and versatility. On that campaign, Porsche shows that how the sophisticated technology
utilized. In addition, it shows off with several ability of Porsche perhaps cannot be conducted by
3. Definitely it was. Everyday magic campaign conducted by Porsche succeed to reposition its
brand from sport car into everyday vehicle. Reposition means that change customer perception
about Porsche. In other word, Porsche change the old image and identity. It used to know as
sport car but now transform into car which can drive anytime. Porsche 911 makes their customer
U-turn.
4. Two segments of campaign. There are middle class and upper class. Both of class describe in
5. Below is the print ads for the “everyday magic” campaign show
The first ads are persuasive parents purchase a Porsche car to fetch their children and you can
ignite the same passion in future enthusiasts Porsche. These second ads persuasive people use the
Porsche car as a pickup truck. These ads are most unrealistic because people will not use the
Porsche cars which expensive car as a pickup truck. The thirds ads are persuasive people to get
Porsche car so you can drive to everywhere with the high speed.
6. Porsche determines the achievement of campaign objective by looking around their sales. If sales
increase, means that the goal of campaign achieved and if there is something wrong with sales, it
a. People’s reactions to bad smells are stronger than their reactions to nice ones
This insight concerns with sensory input which existed sensation, stimulus and sensory
receptors. P&G stimulates their consumer, called that stimulus, with any fragrances sensation
This insight referred to Expectation and Motivation of costumer. “when judging if a home is
“welcoming” a messy looking home can still be clean, but a smelly home can never be
clean”. In other words, ‘a welcoming home’ gives impression cleanliness and tidiness. That is
the expectation of customer when they used Febreze. Thus, people usually see what they
expect to see and what they expect to see is usually based on familiarity, previous
In terms of motivation, mostly people are well-organized and make sure of everything is tidy
and clean. P&G realized it. A sense of comfortable which raised welcoming home can
motivate customer to consume Febreze and make it as a need. Therefore people tend to
perceive the things they need or want; the stronger the need, the greater the tendency to
c. Smelling is believing
The last insight is related to stereotyping which is a few trigger is first impression. First
impression tend to be lasting, as illustrated by the saying that “You will never have a second
chance to make a first impression”. If customer believes in smelling reflected to tidiness and
cleanliness, it is become lasting perception of customer. Because they feel comfort and
image and identity that its products or brand occupies in consumers mind. Of course P&G has
objectives aimed to reposition Febreze as it said on first objective is Restore faith in Febreze’s
3. P&G can determine whether the campaign’s objectives have been achieved or not by finding the
output of consumer. The output is like some feedbacks related to what P&G campaigned. For
instance, P&G wants to know how the effective objective can reposition Febreze. The feedback
can reach by communicating with consumer such as spreading questionare and interview. Other
way to know the campaign can achieve P&G’s goal is look around the amounts sales and
revenue. If the revenue increase after conducting campaign, it means that the campaign’s
The most widely used advertising appeals are comparative, fear, humor, sex and timeliness.
Firstly, comparative advantage. The wide use of comparative advertising indicates that marketers
confident that comparative ads exert positive effect on brand attitudes, purchase intentions and
actual purchases. Secondly fear. Strong fear appeals concerning a highly relevant topic (such as
cigarette smoking) cause the individual to experience cognitive dissonance, which is resolved
either by rejecting the practice or by rejecting the unwelcome information. Thirdly humorous
appeals. Many marketers use humorous appeals in the belief that humor will increase the
Advertisers have been provoking attention with nudity and sex promotional messages often
include a lot of explicit and daring sexual imagery, extending far beyond the traditional product
categories of fashion and fragrance into such categories as shampoo, beer, cars and travel services
assurance that their homes are clean and fresh. According to Schiffman, bases for segmentation
income and wealth, occupation, marital status, house hold type and size and geographical
location. In this case, P&G segments their consumer by age. P&G also clusters consumer by
gender. Because Febreze is also for Mom who wants constant assurance that their homes are
clean and fresh. The reason why P&G choose only mom is usually took care all of twenty four
1. The big idea is Lifebouy Superfast Handwash: 99.9% germ protection in just 10 seconds- because
children are always in a hurry, especially when it comes to hand-washing. This big idea is related
Lifebouys Superfast Handwash. There is the remining times that foam color changed into green.
2. Unilever did not want to make the same mistake as before of just using facts and figures to
position its product. Rather than going in with just the claim (what good is a faster handwash
anyway?), the company looked extensively for consumer angle to frame the “faster kill” claim. It
was while observing children’s habits that the company hit a gold mine!
3. Unilever conducts quantitative and qualitative research to develop the positioning claim for
specific brands, as well as the impact of promotional message on consumer. Unilever applie
quantitative research among consumers after the communication had run for at least a month to
measure recall of messaging. Qualitative research is the result of understanding that consumers
are not rational decision makers who objectively evaluate the goods and services available to
them and select those that give them the highest utility (satisfaction) at the lowest cost. Unilever
4. If we separate these two words of Lifebuoy can be Life and Buoy. Life means the livelihood that
can describe existence, age, a long lasting live, subsistence and zest. Meanwhile buoy seems like
jacket and protector from any other predator. So, does the name Lifebuoys convey the product’s
core benefit effectively? The answer is yes. Because lifebuoys is a brand that provide personal
care such as soap, shampoo, hand wash and liquid body wash. We know that all of the product
line can protect our body starting from head up to toe from attacking germ and any other predator.
5. Personally, I don’t agree if Unilever should combine the “more germ” and “faster kill” claims
into positioning Lifebuoy. It is much better to Unilever produce one more germ and one faster
kill. Because based on Brand management insight, There is Brand architecture that structure the
company about their brand in order to extent market coverage. So that, it could be reduced risk of
failed product in market. Thus produce one more germ and one faster kill are better compared to
6. Antibacterial handwash category can compete with other. Its might be happened for instance
Dettol is hygiene product manufactured by Reckitt Benckiser. Dettol can compete with Lifebuoy.
Dettol is more clinical tested than Lifebuoy and also by endorsing third-party sources like
1. How would this promotion help achieve any of the company’s objectives?
The one of its objectives is increasing interaction, acceptance, and sharing between
consumers. In terms of making consumer to be close with company, the company needs some
channels and media to make it realize. In the “finger tips world”, every people can accept
everything from all over the world. World is in on their hand. Through technology, company can
be close with consumer. For instance, social media is a channel which always accessed by
consumer on and on. Consumer and company can be interconnected whether sharing or
The promotion basically utilized the packaging to communicate the innovation, creating
an engaging, self-executing promotion that could live on its own — inventive and ingenious, just
like the cruisers. This CANHOLE program can’t be done individually so the cruisers must be
inviting their friends and it becomes a self-executing promotion. The word-of-mouth works the
2. The company makes a virtual CANHOLE game in which the cruisers could play Keith Stone or
Sasquatch online. Once they played a few times, they quickly found it was pretty tough to beat
Keith or Sasquatch. So the company offered special codes on all 24-oz single- serve cans of
Keystone Light that allowed them to advance through the game and have a fighting chance
3. The program delivered on the brand objective actually increased brand awareness and
engagement. Keystone light gained many fans and new consumers because of this program. Not
to mention it became the most engaging MillerCoors brand on facebook. Many consumers also
play the online game of Canhole, so the Keystone Light’s new brand character (keith Stone)
and personalities with KeystoneLight. Both brand can do a partnership and offer a package (like
coupon) to the consumer. Because as we know, there is no way the cruisers would just drink
many cans if beers without eating snack. That’s why Jack Link’s Beef jerky would be a perfect
a. Energetic
The cruisers like to get together with more friends ad do activities which involve
food, party, and sports. When the cruisers get together with their friends, they
b. Immature
The cruisers like spending time with friends, telling jokes, and not acting his age.
They also like having fun and refuse to do something complicated. The
c. Loyal
The cruisers value the relationship with their friends and they like male-bonding
stuff which make them become a loyal friend. If they can be a loyal friend, it’s
not impossible for them to become loyal customer as well, which is a huge
6. …………………………………………………………………..
It’s composed of young, restless singles. They tend to be lower income, high
school educated and living in tiny-apartment in the nation’s exurban towns. Their
A mix of young singles, recently divorced and single parents who has tight
money.
c. Bedrock America
1. Psychological factors that played a role in designing the paper airplane competition among
children are to establish patience. In folding paper to become airplane is quite difficult if children
don’t focus. Likewise to make it symmetrical and is it can fly smoothly or not? This competition
can make children be more innovative and they will be a solver problem if let say this crease will
cause paper airplane can’t be flew. Socio-cultural and communication factors, in July 2011, more
than 50% of the museum’s visitors were over 60 years of age and passionate fans of aerospace
history and it had to attract a new generation in order to give the museum a robust future. Every
competition can be brought in many visitors from other countries. It means that visitors can
intermingle and learn each other. They will interact and sharing about their own culture.
2.
3. The building and launch of the world’s largest airplane was a one-time event. How can it be the
basis for further and more extensive media exposure for the museum?
The one and only answer is to make communication effectively. On that launch-day, we can
invite all of media that can expose and shoot all kinds of that event in order to make it booming
so that every people can watch it. Likewise, during the event, we can use internet especially
social media to spread and spam any information related to this event starting from set event
4. How would you measure whether or not the museum has achieved its objectives?
Museum objectives:
- To put Pima “on the map.” Pima is world class destination literally hidden in a desert. In
order to increase attendance, the museum had to get media exposure beyond Tucson
asking the visitors and calculate some data. Qualitative and quantitative research might be
5. Assuming that the museum attracted new visitors, how can it retain them and make them visit
repeatedly?
The museum can satisfy visitor first time when they visited. If visitor satisfied with what the
museum provides, they become a loyal to that museum. Museum also tries to realize what the
visitors expect about Pima. Satisfaction, loyalty, first impression, don’t make visitors upset are