Exploring Brand-Person Relationship

Submitted By:-
Sec A Group 5
Aditi Vidyarthi 2009004
Purnima Tarkar 2009032
Sarvesh Samant 2009043
Subhrajyoti Bora 2009054
 Demographic Variables
CATEGORY JEAN KAREN VICKI
Age (Years) 59 39 23
Education Not high College Pursuing Post-
school dropout Graduation

Occupation Bartender Office Student

Manager

Marital Married Divorced Unmarried

Status
Case Analysis- Jean
 Life Story Analysis- Jean
Goals and Concerns • Affiliation
• Praise from others (eg. She wants
people to say that she has a good
house, does clean laundry, cooks good
food etc.)
What she thinks of • Very hard-working
herself (Self- Concept) • Self-made
Sources of pleasure • Accomplishment as a cook and
(Id) housekeeper
• Working for her family
• Being appreciated for her work
Sources of pain • When people don’t care about other
people (eg. When Henry’s family gets
professional mourners for funerals)
Life Story Analysis- Jean
Tensions that she faces • Her brother would not get her
mother’s house after all her hard work

(FRUSTRATION) •She is ready to give away her material

Issues that she negotiates possessions for affiliation although she
in her quest for life does not realize it
satisfaction
(MOTIVATION) •Meeting the same familiar faces
Motivates her on a daily •Getting to know more about their lives
basis

(GROUPS) •Extremely important for her

Role of family/ friends/ •She believes that the entire community
community is her family
 Brand Story Analysis- Jean
Brands used by Jean:-
•Rever Ware Stainless Steel
•Pastene Tomatoes
•Hunts Special Sauce
•Philip Berio Olive Oil
•Progresso bread crumbs &
vinegar
•Johnnie’s Foodmaster
meat
•Contadian Tomato Paste
•Bounty paper towels
•Jenn-Air
•Fridgeidaire refrigerator
•Electrolux vacuum
cleaner
•Comet sink cleaner
•Aussie Miracle shampoo
•Tide detergent
•General Electric irons
 Brand Stories Analysis- Jean
Products or categories form • Products which are used for her
her ‘inner sanctum’ of forte of cooking and housekeeping
brands
Common things among the • They are all known brands
brands • She does not like products of new
brands

Size of brand set • Very large, and she is very particular

about the brands that she uses

Characteristics of the • Long-standing

relationships she has with • Loyal
the various brands in the • Believes that they are “the best”
portfolio of brands she uses
Brand Stories Analysis- Jean
Brand Type of Reason for Buying 5 years
Relationship Later
Rever Ware Stainless Functional Sauce doesn’t burn Yes
Steel
Pastene Tomatoes Functional Best taste for sauce Maybe
Hunts Special Sauce Self-expressive For addition of taste No
Philip Berio Olive Oil Emotional She feels that the taste is Yes
better
Progresso bread Emotional They are Italian Yes
crumbs & vinegar
Johnnie’s Foodmaster Emotional They taste good Yes
meat
Contadian Tomato Self-expressive For addition of taste No
Paste
Bounty paper towels Functional She likes using them Yes
Brand Stories Analysis- Jean
Brand Type of Reason for Buying 5 years
Relationship Later
Jenn-Air Self- She has heard about it No
expressive
Fridgeidaire Functional She believes that the company makes Yes
refrigerator the best refrigerators
Electrolux Self- She believes that it is the best Yes
vacuum cleaner expressive
Comet sink Functional Tried because her old brand, Bon Ami Yes
cleaner degraded in quality
Aussie Miracle Functional Does not make her hair flat Yes
shampoo
Tide Detergent Functional It dissolves in the water No
General Electric Self- Gifted by someone Yes
irons expressive
Case Analysis- Karen
 Life Story Analysis- Karen
Goals and Concerns • Remorse over goals not accomplished
• Emphasis on physical appearance
•Responsibility of the Kids
What she thinks of • Considers herself to look and feel
herself (SELF- CONCEPT) younger relative to people of same age
Sources of pleasure •Her Fitness and looks– one of the few
(ID) areas of satisfaction
Sources of pain •Managing the upheaval of her life
after divorce
•Managing her hectic life
•Embarrassed by her job and her
failure to achieve her goals.
Life Story Analysis- Karen
Tensions that she faces • Maybe is experiencing a mid- life crisis

(FRUSTRATION) •Self-Interest versus Kids (Inner conflict)

Issues that she negotiates
in her quest for life
satisfaction
(MOTIVATION) •To look and feel younger
Motivates her on a daily
basis

(GROUPS) •Her Kids extremely important to her

Role of family/ friends/ •She wants to be a better mother to her
community kids as compared to her own mother
 Brand Story Analysis- Karen
Brands used by Karen:-
•Detergent: •Miracle Whip
Tide, Cheer, Surf •Mary Kay
•Success Rice •Dove
•Comet •Gatorade
•Gateway •Reebok
•Joy •Coke
•Ban
 Brand Stories Analysis- Karen
Products or categories form • Products which are enhance her
her ‘inner sanctum’ of fitness or beauty needs
brands
Common things among the • They are mostly brands which her
brands mother used
• She can’t distinguish between brands

Size of brand set • Relatively smaller, has mostly just one

of each category

Characteristics of the • Long-standing

relationships she has with • Loyal
the various brands in the • Believes that they are “the best”
portfolio of brands she uses
Brand Type of Reason for Buying 5 years
relationship Later
Detergent: Functional Not able to distinguish between brands. NO
Tide, Cheer, Surf Depend on- Sale, location, display
Success Rice Functional Feels it is one-of-a-kind YES
Comet Functional Dislikes Ajax because of low performance NO

Gateway Functional Preferred over Apple NO

Joy Functional Her mother used to use it NO
Ban Functional No specific reason NO
Miracle Whip Functional No specific reason NO
Mary Kay Emotional Believes it keeps her younger YES
Dove Self Feels the difference on using Dove and on YES
Expressive using any other soap.
Gatorade Emotional Likes the taste YES
Reebok Emotional Emotional attachment YES
Coke Self No specific reason YES
Expressive
Case Analysis- Vicky
Life Story Analysis- Vicki
Goals and Concerns • To be a Market Researcher
• Wants to establish her own identity
• Wants autonomy
• Undergoing a major change in life
• Wants to establish a serious relation
with a boyfriend
What she thinks of • Very committed towards friendship
herself (Self- Concept) • She firmly believes in her opinions
• Very pure
Sources of pleasure • Hanging out with girlfriends at during
(Id) night at bars
Sources of pain • Trying to have a serious relation with a
boy
Life Story Analysis- Vicki
Tensions that she faces • Conflict between dependence and
independence
• No proper path for future
goal( Consulted career counselor )
Issues that she negotiates •Not ready to negotiate with her views
in her quest for life and donot care even if others have
satisfaction (Frustration) different views
Motivates her on a daily •Likes her feminine nature( her hair,
basis (Motivation) scents, cloths etc)
Role of family/ friends/ •Still semi dependent on
community (Groups) parents(Parents take care of her
expenses on car and insurance )
• Friends are the Sources of enjoyment
•She remains very committed to friends
 Brand Story Analysis- Vicky
Brands used by Vicky:-
•Ivory- Soap, Shampoo, •Aveda Elixir
Conditioner •Aromatics Mint
•Crest- Toothpaste •Rosemary Shampoo
•Soft n dry •B&M baked beans
•Opium •Friendly’s
•Intimate Musk •Tetley
•Jordache Love •Lysol
•Giorgio •Dow
•Victoria’s Secret, •Metadent- Toothpaste
Maidenform, Playtex, Bali
 Brand Stories Analysis- Vicki
Products or categories form • Products which she has been using for
her ‘inner sanctum’ of long(Opium, Intimate, Musk, Crest, Soft n
brands Dry)
• Anything and Everything that is Floral
Common things among the • Opium, Intimate, Musk, Crest, Soft n Dry-
brands Brand Loyalty and high Satisfaction
• Ivory- A feeling of being Special
• Aromatics Mint, Rosemary, Aveda Elixir-
Floral
Size of brand set • Very large, and she is very particular about
the brands that she uses
• For certain things she is a “Variety Seeker”
Characteristics of the • For most of the Brands:
relationships she has with • Long-standing
the various brands in the • Loyal
portfolio of brands she uses • Lysol, Crest- Low Loyalty
Brand Stories Analysis- Vicki
Brand Type of Reason for Buying 5 years
Relationship Later
Ivory- Soap, Shampoo, Self Expressive Wants everyone to Yes
Conditioner associate her with Ivory
Crest- Toothpaste Functional Suits best for her needs No
Soft n dry Self-expressive Peer Recognition Yes
Opium Emotional People notices her Yes
Intimate Musk Emotional She wants to be smelt like it Yes
Jordache Love Musk Functional Bought during Christmas No
Victoria’s Functional For different types of use Yes
Secret,Maidenform, and at different time of the
Playtex, Bali day
Aveda Elixir Emotional Depends on her mood May be
 Brand Stories Analysis- Vicki
Brand Type of Reason for Buying 5 years
Relationship Later
Aromatics Mint Self- Given by her friend May be
expressive
Rosemary Self – Given by her fried May be
Shampoo Expressive
B&M baked Emotional She loves to have them No
beans
Friendly’s Emotional For the pleasure of taste Yes
Tetley Emotional Does not know about anything better at No
that time( used by mom)
Lysol Emotional Because her mom uses it No
Dow Functional Dow is the new and Improved Product Yes

Metadent- Functional For hygiene factor Yes

Toothpaste
 Socio-demographic Profile
Category Jean Karen Vicki
Personality Compliant Detached Aggressive
Justification She uses the She uses brands She uses the best
known and because of other brands and wants
popular brands people’s opinions others to
recognize the
brands that she
uses (eg. Ivory,
Intimate Musk)

Self-identified Principle-oriented Status-oriented Status-oriented

Orientation (ideals) (self-expression) (self-expression)

Justification She wants to help She wants to She wants to make

everyone who portray an image a mark by having
needs any help about looking an identity
good
 Socio-demographic Profile
Category Jean Karen Vicki
Self-Concept- Ideal Good Homemaker Perfect mother Independence
Self
Tension Emotional Environmental- Emotional
Social
Justification She is emotionally She is searching Conflict between
attached to her for a man in her dependence and
mother’s house life independence
Social Cognitive
Justification She wants to know Unclear career
everyone path
Frustration Adaptation Projection Autism
Justification Worked hard at Blamed her Day-dreams about
housekeeping to mother for the her ex-boyfriend
earn affiliation problems in her coming back to
life her
 Socio-demographic Profile
Category Jean Karen Vicki
Maslow’s Social Safety and Self-esteem
Hierarchy Security
Justification Searching for She wants a stable She wants to be
affiliation future identified as the
Ivory Girl
Family life cycle Empty nest Extended- full Bachelor
nest 2
Type of Family Nuclear Single Parent -
Family
SEC(India) C B1 A2(future)
Justification High school College dropout + Post Graduate
dropout+ Officer
Skilled
JEAN’S CRITERIA’S FOR A SIGNIFICANT BRAND
RELATIONSHIP
For low involvement categories
Word of mouth
Eg. Jenn Air

Functional performance of the brand important

Eg. General Electric iron
Even willing to spend more for the good quality
 Eg. Honey-of-a-Ham store, Shimmer Lights Shampoo

Emotional attachment to some products

Eg. Progresso bread crumbs and vinegar because it is Italian
KAREN’S CRITERIA’S FOR A SIGNIFICANT BRAND
RELATIONSHIP

Convenience and affordability

availability
discounts

Recommendation (mother, ex-husband)

Cognitive miser

Products to maintain her youth and vigor

Eg. Reebok Shoes, Mary Kay Cosmetics
VICKI’S CRITERIA’S FOR A SIGNIFICANT BRAND
RELATIONSHIP

Dependent on her mood

Eg. Ivory is the flavor of her season
Sensory gimmick
Trying to find a smell that she and others can associate
with herself
Nostalgia
Eg. B&M Baked Beans and Friendly’s Ice Cream