MARKETING

MANAGEMENT
Submitted By :
 Ansar Hussain
 Nikhil Lalwani
 Mayur Pednekar
 Deepak Patil
 Himanshu Singh
TOPICS
How are Marketers
influencing kids?

Application of brand
personality in
consumer behaviour
HOW ARE MARKETERS INFLUENCING
KIDS?
• Kids represent an important population to marketers.
• A reasonable number of brands earn a good amount of profits
from sales, which are actually driven by kids.
• Below are some of the brands which influence kids

1. Goya Foods
2. The Wonderful Company
3. Castorama
 HOW ARE MARKETERS INFLUENCING KIDS
(CONTD.)

1. Goya Foods
 HOW ARE MARKETERS INFLUENCING KIDS
(CONTD.)

2. The Wonderful Company

 HOW ARE MARKETERS INFLUENCING KIDS
(CONTD.)

3. Castorama
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR

• Brand personality – Characteristics associated with brands.

• This study was conducted by Jennifer Aaker of Stanford
university.
• According to her, there are five characteristics of brand
personality they are sincerity, excitement, competence,
sophisticated and ruggedness.
 CHARACTERISTICS OF BRAND PERSONALITY

Sincerity Excitement Competence Sophisticated Ruggedness

• Down-to- • Daring • Reliable, • Upper Class, • Outdoorsy

earth • Spirited • Intelligent • Charming • Tough
• honest • Imaginative • Successful • Glamorous • Masculine
• Wholesome • Up-to-date • Hard- • Feminine • western
• cheerful working
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Sincerity

1. Dove
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Sincerity

2. Cadbury
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Sincerity

3. Maggi
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)
• Excitement

1. Mountain Dew
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Excitement

2. Sting
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Excitement

3. New Balance
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Competence

1. FedEx
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Competence

2. Morningstar
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Competence

3. Info Edge
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Sophistication

1. Jaguar
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Sophisticated

2. Rado
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Sophisticated

3. Starbucks
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Ruggedness

1. Thar
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Ruggedness

2. Ultratech Cement
 APPLICATION OF BRAND PERSONALITY IN
CONSUMER BEHAVIOUR (CONTD.)

• Ruggedness

3. Woodland
 CONCLUSION

• Jennifer Aaker’s brand personality model is still relevant to marketers as

consumers are more educated about the products and services along with
the best possible alternative available in the market.
• This model will help marketers to channel the individual characteristics of
consumers in their offering products and services to better be relevant and
connect with the needs and unique personalities of their target group.