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Shoes Segmentation

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https://www.youtube.com/watch?v=5BGgHdp_iYo

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Telstra
- appeal to all audiences by creating good value international plans etc.
- eg. in suburbs where there is a high concentration of one ethnicity, market phone plans to that country
- appeal to australian lifestyle eg. waterproof phones

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https://www.youtube.com/watch?v=LX__i-zeaWs

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McDonalds'
https://www.youtube.com/watch?v=UkwhBtaSN6A
https://www.youtube.com/watch?v=lHvh_BJvqMQ
https://www.youtube.com/watch?v=ZTrC86mmPaw

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Tech-Savvy:
Focus more on online shopping (social-media), through online-exclusive sales and promotions that are not available in typical brick & mortar stores.

Keeping up with trends:
More celebrity endorsements, since millennials will be more reactive to this strategy of promotion.

Increased concern about the environment & animals:
More eco-friendly products/packaging.

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characteristic: interested in travel
implications: use travel promotions eg. flybuys

characteristic: tech savvy
implication: discounts for shopping online, influencer as a career, fast service

characteristic: more interested in environmental impacts, more health aware
implication: packaging needs to be clear about ingredients, variety of products

characteristic: less committed
implication: more interested in streaming, subscribing to music, easily switch brands etc.

characteristic: market savvy
implication: after current trends

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Reliance on online shopping
- Marketers need to ensure a high social media presence
- Ensuring availability of cheap delivery that brings product to consumer homes

Awareness of product comes through online platforms
- Strong presence on social media - ads before youtube clips and during Facebook videos

Consideration of product reviews
- companies need to monitor the online feedback they're receiving

Market savy
- Reduce reliance on email blasts and constant communication through e-mails

Price sensitive
- Greater promotion of discounts so consumers feel they can save more money over time

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How to engage men?
-store layout
-Convenient locations with apple parking etc.
-More prominent pricing.

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- Simplify the decision making by recommending one brand for each bproduct category within the store
- Improve packaging to stand out to male consumers so the product becomes more noticeable
- Placing products most commonly purchased by men at the back of the store so they're forced to spend more time in the store and pass other offerings

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- Make the store layout more complicated so males spend more time navigating through the store, which in turn may subsequently increase purchases.
- Good music
- Personalised shopping experience: choose your items and someone collects them for you.

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- disperse commonly bought products across the store
- increase price, as males may not look carefully
- group like products e.g.. if they don't bring a list - direct them from pasta to sauce etc.
- make signage more clear
enhance shopping experience eg. samples direct towards male

- have an interactive catalogue with locations eg. app

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- Construct a maze like structure  (e.g. IKEA)
- Have associatiive images along with products (e.g. Bread + Eggs + Cinnamon = French Toast)
- Marketing products more towards male preferences (e.g. having athletes endorse products)

Activity 2
Characteristic of GenY -
1. More self-conscious of self-image
2. More focused on presentation of product rather than functionality
3. Picky/Selective
4. High expectations
5. More time conscious

Implicaitons for Marketers -
1. Market products towards improving self-image/ products which are socially acceptable for all
2. Market products which looks aesthetically pleasing
3. Market products in terms of its uniqueness/niche
4. Market products in terms of usage/expected outcome vs actual outcome
5. Improve convenience of product to consumer delivery access

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Actual State:
objective analysis of reality (hunger)
subjective analysis of reality (there is no food at home)
Scenario: There is no food at home and you're hungry and want Chinese food.

Ideal State:
Factors:
Experimentation with cooking, cooking as a hobby
Culturally affected by family background (Chinese)
Marketing sense: MasterChef AU

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Week 6 group 1 activity 3

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Bullying

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The ad would primarily aim to appeal to parents by forcing them to imagine their own children in similarly awful situation. The main focus of the ad would be this image with important statistics above such as the fact that there are currently 200 million chil labourers in the world, 73 million of which are below 10 years old. Thus, the ad would combine both cognitive and emotional appeals.

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Ad 1 realting to the death of friends is more effective in appealing to consumers emotions given that it forces consumers to vicariously experience the negative emotions of loss associated with the death of a friend. Emotional contagion is important for the success of emotionally appealing ads.

Ad 2 relating to the conversion of metal is more effective in cognitively appealing to consumers given that it incorporates quantities and rational arguments.

Ad 2 is more effective overall because given that it uses quantities making it more believable. Moreover, the real-world image shocks consumers more and gives a clearer idea of what can happen if people drink and drive.

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More appealing to consumers emotion: Left ad, (three young friends buried together)
A high MAO situation, appeals to consumers emotions and feelings

More appealing consumer cognition: Right ad, (car crash)
A cognitive high MAO situation where the message conveys rationality and measurements.

Which is more effective? Depends on the demographic of the consumer. Younger consumers might feel that the left sided ad is more appealing due to the age revealed in the ad. It is personally relevant as well due to the fact that at these ages, friends play a huge role in the lives of teens and young adults.
The right sided ad might appeal more to a more mature or older consumer market as it requires more cognitive thinking and ratonalization.

Activity 2
Theory of Reasoned Action (Exam)

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logo colour: Red
classic Package colour: blue

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Samsung Jingle - https://youtu.be/KMSnn2C3EAw

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https://www.youtube.com/watch?v=dcCtRUJe15Y - Toyoto

https://www.youtube.com/watch?v=hjUGRPWCirQ - 13 cabs

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Jingle: Toyota
Brand symbol: Nike tick

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Memory Cues
Audio:
McDonalds jingle
https://www.youtube.com/watch?v=oUOgitiBwa4

Logo:
Nike - Tick
https://qph.ec.quoracdn.net/main-qimg-72c222c2a144c20a2ebbca04a55c6eef.webp

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Toyota
Toyota Corolla "Good Feeling"

https://www.youtube.com/watch?v=WEJqlKs49KQ

Hungry Jacks Logo
https://upload.wikimedia.org/wikipedia/commons/thumb/b/b1/Hungry_Jack%27s.svg/1200px-Hungry_Jack%27s.svg.png

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Memory Cues
Audio:  Mac Startup sound
https://www.youtube.com/watch?v=XZ1mpI01evk
Logo/Colour: Blue - Facebook/Twitter
https://logos-download.com/169-twitter-logo-download.html

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Lipsticks

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Bicycle

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Prototype Brand for Ice-Cream: Ben & Jerry's

Marketing strategy:

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Prototype: Bose
Positioning: Close to prototype
Strategy: To produce high quality headphones which are customed to the general public

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Video 1:Apple. Excitement/ Sophistication
Video 2: TAC. Sincerity
Video 3: Nike. Ruggedness/ Excitement
Video 4: Sonim. Competence/ Ruggedness
Video 5: Hoyts. Excitement

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Week 4 Group 1 Activity 2

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Week 4 Group 6 Activity

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buy Smiggle stationary in order to attain their conception of their Ideal Self and therefore are more likely to perceive stationary as a high involvement purchase.
 

Add comment

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- Sincerity: Dove
- Excitement: The North Face
- Competence: Apple
- Sophistication: Tiffany & Co
- Ruggedness: Stihl

Apple:
Positive associations:
- Quality
- Safety
- Sleek
- Innovative

Negative associations:
- Expensive
- Simple (Vs. Windows)
- "Dodgy" (Planned obsolescence)

Unique Associations:
- "i" prefix
- Logo

Salient Associations:
- Innovative
- Logo
- Apple store design

suggestion for negative association:
Make it last longer as it keeps changing every specific period of time (Latest ios may give negative impact to the older version apple phone)

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Sincerity: Oxfam or any big brand charity organisation
Excitement: Movie production companies like Warner Bros.
Competence: Windows PC
Sophistication: Apple Inc.
Ruggedness: Jeep

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- Sincerity: Hallmark
- Excitement: Red bull
- Competence: Apple
- Sophistication: Space X
- Ruggedness: Rays Outdoors

APPLE:
Positive associations:
- compatibility
- warranty
- luxury
- slim
- sophisticated
- innovative
- reliable
- user friendly
- convenient

Negative associations:
- expensive
- fragile/breakable
- high depreciation
- pressure to link

Uniqueness:
- Apple watch
- iPhone
- iPad
- iTunes/iCloud
- Genius Bar
- Macbooks
- Apple music
- Luxury
- Sophisticated

Salient:
- Apple logo

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Sincerity: Guide dogs Australia

Excitement: Red bull

Competence: Microsoft/Dell

Sophistication: Chanel

Ruggedness: Gilette

RED BULL:
Positive associations:
- "Gives you wings"

salient

Uniqueness

- Gives you energy

Benefit

- Related to/sponsor extreme sports (daring)

Locational consumption

Occasional consumption

Salient

- Adrenaline rush

Benefit

- Taste

Attribute

- New additions
- Sponsorships of pop-culture events (up to date)
- Helps with student life

Occasional consumption

- Getting outside, being active

Locational consumption

Negative associations:
- Bad for heart health
- Bad for teeth

Salient

- Caffeine rich
- Lots of sugar
- Diabetes (type 2)
Marketing implications of neg associations:
- Introduce a new line of sugar free drinks
- They push their sponsorships to make this association more salient and overshadow the other associations
- They could give out free samples

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Examples of brands that embody the brand personality traits:
Sincerity - RSPCA
Excitement - Disneyland
Competence - Apple
Sophistication - Hermes
Ruggedness - Jeep

Schema - Apple
Positive Associations:
- Reliable
- High Status
- Innovative
- Genius Bar
- MacBook
- iPhone
- Logo
- Quality
Negative Associations:
- BatteryGate
- Price
Neutral
- Value for money
- Design
-iOS
- App Store
- Lifestyle
-iTunes
Uniqueness
- iOS
- App Store
- iTunes
- Genius Bar
Salient
- Price
-Quality
-Logo
- iPhone Macbook
- Foxconn

Acitivity 2
*Draw the flow chart during examinations for CLASSICAL CONDITIONING*

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Advertisement 1:
- Makes consumers want to eat the pringles

Advertisement 2:
- Less effective

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AD 1
-More noticably pringles

AD 2
-Draws attention
-Obscure/hard to comprehend

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WEEK 3 Group 1 Act 2

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Group 4 Ad

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Advertisement 1:

Advertisement 2:
The Pringle shaped in a table tennis table is effective in capturing a consumer's attention, since it is visually attractive with the blue colour scheme and it is also unique. However, the vague nature of the advertisement makes it hard to process as a pringles advertisement.

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Ad 1:

More noticeably an ad for Pringles.

Relying more on non-focal attention. Don't really need to spend long looking at the ad to get the intended message.

High signal, low noise.

Concrete

Appeals to the subconscious.
Ad 2:

Less obviously a pringle, but more attention grabbing and memorable. Wont necessarily remember the brand.

More obscure, therefore more open to misinterpretation/subjectiveness.

Abstract, but prominent and contrasting

Requires more thought, forcing attention.

Sacrificed perception for attention.

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Attention:
- First image would be a lot easier to ignore focally than the second Pringles advertisement.
- Personal relevance for the second image can come into play if an audience member is interested in tennis/table tennis (values).
- The first image is made to look more appealing and attractive than the second.
- Second image brings humour into play with the pringle-shaped table.
- Novelty: first image isn't unique but the second image definitely has an element of novelty.
- Less attention to the first image as we are habituated to chip ads as there are so many.
- Element of shock and surprise for the second image.
- First image is easy to process whereas for the second you would probably not associate Pringles with the advertisement unless the logo was present.
- First image relies heavily on focal attention whereas the second image relies on comprehension and is intended to make you think about its meaning as a marketing strategy.

Comprehension:
- First image is a lot easier to understand than second (without logo you wouldn't know it was Pringles).
- What is being sold/advertised is clear in the first ad (Pringles chips) whereas in the second advertisement it is less obvious - only displays an association between Pringles and table tennis without any further information.
- First image is more concrete in its promotion whereas the second image is more abstract.

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First one
- Iconic, no competing information. Non focal attention - automatic, requires little mental resource. Comprehend, but no attention

Second one
- Conflicting, no context. Focal attention, need to make a conscious effort to process the ad. "Shaped for nothing else"
- conflicting information is more prominent than the shape. Attention, but no comprehension.
NEEDS: Make slogan better, add context,

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First Ad
Attention:
-  Classic colour combination
- Simple, focuses in on pringle
- Can't see logo clearly
- Easy to recognised
- Attention centres packing/ pringle
- Non-focal Attention

Comprehension:
- Basic, but easy to understand
-

Second ad
Attention:
- Shape, using pringle as table tennis table attracts attention
- As well paddle

Comprehension:
- Not clear what purpose or brand is attempting to advertise
- Miscommunication/ Message not clear and hard understand
- individuals attention is easily diverted to their imagination
- Focal attention
- 'Mere exposure effect'

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Attention:
- From first glance, you can already see that the table tennis table looks like a Pringles chip.
- Both ad grabs your attention
- Right ad is more intriguing but you need to pay more attention to understand what it is and link it to Pringles.
- Left one is enhancing consumers attention, via marketing stimuli results in being easier to process as it is prominent, contrasting, concrete and colourful.
- Left one is attractive because you can easily tell it is Pringles and everyone likes Pringles.

Comprehension:
- When you look at the table tennis table on its own, you can't see the link with Pringles.
- Right ad is unclear until you see the Pringles logo on the bottom corner.
- The first ad is easier to process, as it tells you exactly what you are looking at.

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Pringles Ad Activity
Effectiveness in terms of attention
Left Sided Pringles ad (Pringles Can)
Attention Wise: Non-Focal
Comprehension Wise: Very clear, straightforward, easy to process, Concrete
Right Sided Pringles ad (Table Tennis table in the shape of a pringles)
Attention Wise: Surprising, unexpected, stands out, unique, creative, Focal
Comprehension Wise: Pleasent, Abstract, confusing, difficult to understand, memorable

Activity 2

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Low Involvement:
Petrol- Lasts not long, not a large range of options, is necessary if driving and running out, doesn't depend on ability to purchase.

reward points, discount on receipt.

High Involvement:
Car- Big important investment to last a while, large cost. Large range of options and pros/cons to be considered.
Status- Brand
Potential for high risk.
Practicality
Values
Goals and emotions: Appraisal theory (if you feel good that the car aligns with your values e.g. eco-friendly, then it is consistent with your goals)

include car registration service, insurance package, longer/better warranty.

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High-involvement: House
- Needs: shelter, security, comfort,
- Wants: buyers investment, comfort,
- Values: location selection is important, ideal lifestyle, status/class

Low-involvement: Bottled water
- Needs: needs water to survive/hydration, convenience
- wants: convenience in terms of mobility, versatility
- Values; cheap
- readily available

How to transform a low-involvement product (bottled water) into a high involvement
- source of product
- packaging: glass packaging
- endorsements
- "smart water," "diet water"
- associating the brand with charities (guilt)

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Ferrari
Porsche
1. wealth: having a ferry is a symbol of wealth and affluence
2. ses: also demonstrate wealth and social standing
3. personality: enjoys
4. life-style

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Swisse Vitamins - Endorsed by healthy athletes, which in turn influences people to purchase the product to be healthy and fit like them.

Yeezys - Endorsed by rappers and fashion icons, which in turn influences people to purchase the shoes to look fashionable and cool like them.

Nike: Athletes and sportspeople wear Nike gear, which consequently influences people to buy the clothes to be fast, strong and successful them.

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Razors - How smooth your skin could be
Red Bull - Gives you wings, makes you high performing 'athlete'
Nike - "Just Do It" - Try everything
Loreal - "Because you're worth it" Talks to who you want to be
V Energy Drinks - This is you, but a bit better
Lynx Australia - Find your Aussie magic, be yourself, but wear lynx deodorant to be someone different
Jeep - "I bought a Jeep"

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Adidas - Want to be seen wearing adidas as it has connotations of being cool and rich/wealthy
Apple - People want to be seen using apple as a status symbol - if you use a HP or a dell you are seen as not as cool, almost inferior
Tesla -  Want to be seen being environmentally friendly but also being ahead of the game and being apart of the pioneering crowd
Beats - Endorsed by rappers and fashion icons, which in turn influences people to purchase the headphones to look fashionable like them.

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ideal self-concept
brands:
- Fitness first/Nike, lite 'n' easy - relate to general desire to lead a healthy lifestyle, to be fit
- Apple - Appeals to desire to belong. Be a part of a select community and up to date with the latest technological developments. Sign of wealth also.
- Supreme
-

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Most companies that are high involvement use their brand to relate to specific ideology - people buy things that show others how they want to be perceived - ideal self.

Nike - targets confident, athletic, active people. says that you can be your ideal self if you attach yourself to the brand.
Redbull - relates to people that like adrenaline, targets those that want their ideal self to be spontaneous.
Gatorade - Shows that you are a hard worker, hydrated, athletic.
Mercedes Benz - successful, wealthy, belong in a high SES group, mature, sophisticated, safety, gives the idea that you are better than others.

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high involvement: car
low involvement:  bottled water
reasons of Low involvement:
1)physical needs
2)perceive risk is low
3) no considerations of other options
reasons of high:
1) self-concept
2) financial ability
3) specific needs
improvement:
1) changing the advertised health benefits as well as adding additional benefits e.g. vitamins etc.
2) change of package (size) (picture, color)
3) distribution
4) promotion / discount

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High involvement: Car
High involvement because:
- Perceived risk of purchase is high
- Ability: Financial (Cost of purchase is high)
- Necessary purchase to achieve a goal
- Want the purchase to align with values (eg. environmental) and self concept (eg. perceived status)
- Needs vs Wants: Need to get from point A to point B, but want to do it in a nice car
Low involvement: Toothpaste
- Perceived risk of purchase is low
- Cost of purchase is low
- Not valuable to consumer
- No emotional connection to the product
- Nobody sees you use toothpaste - no affect on status/self concept
- All products achieve the same outcome
- Does not usually contribute to achievement/satisfaction of goals

Company strategy:
- Reduce price
- Distinguish packaging
- Improve distribution channels
- Understand market segments eg. promotional or preventative
- Appeal to self concept by making it a cool product
- Increase value of product by creating bundles
- Send out free samples to create an association
- Stock it in dentists office for health association
- Understand different demographics in each location and adapt price and marketing strategies towards each varying demographic

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High involvement:
Car
personality; justifying lifestyle
(investment; cost; brand new & second-hand)
Low involvement:
Drink bottle
routine purchase decision
(doesn't affect life ; short term; low cost)

Improve consumers' motivation:
1. collectable;
2. designed for students, sport, customised;