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objectives

11-2. Objectives. Identify role-related product constellations.Describe psychographics and lifestyle research.Understand the use of lifestyles data to profile lifestyle segments, identify related lifestyle interests, and locate lifestyle segments geographically.Recognize lifestyle typologies such as VALS, LOV, Japan VALS, and Global Scan.Identify the value and limitations of lifestyle research..

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objectives

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    2. 11-2

    3. 11-3 Lifestyle Patterns in which people live and spend time and money Implies a set of behaviors and products that reflect it Implies a set of behaviors and products that reflect it Product constellations clusters of complementary products, specific brands, and/or consumption activities can be matched with demographic and media preferences to improve targeting

    4. 11-4 Product Constellations Product constellations are clusters of complementary products, specific brands, and/or consumption activities.

    5. 11-5 Wrigley’s Approach to Making a Brand Part of Consumers’ Everyday Lives

    6. 11-6

    7. 11-7 Winterfresh Positioning

    8. 11-8 http://www.wrigley.com/wrigley/products/products_winterfresh.asp Hey, Winterfresh chewers! That icy cool flavor you love now comes in a breath strip. Introducing new Winterfresh ™ Thin Ice ™ breath strips, a new way to get icy cool breath super quick. Your icy cool breath could even get you on tv, on the radio, or on Winterfresh.com. So here’s your chance.

    9. 11-9 Brand Tribes and Subcultures of Consumption Sometimes a lifestyle can revolve around a particular brand (brand tribes) or a particular product class (subculture of consumption) Brand Tribe (Barbie, Coca-Cola) Subculture of Consumption (video games, antiques)

    10. 11-10 Lifestyle Psychographics Operational technique used to measure lifestyles Links individual psychological factors to characteristic patterns of consumer behavior to determine who is in the market divide the total market into segments based on activities, interests, values, opinions, personality characteristics, and attitudes AIO measures most common Focuses on WHY people buy (vs. who buys as in demographics)

    11. 11-11

    12. 11-12 Psychographic Continuum for AIO Statements

    13. 11-13 Psychographic Segmentation Schemes VALS 1 (Values and Lifestyles Systems) VALS 2 Japan VALS LOVs (List of Values) Cohort Analysis

    14. 11-14 VALS2 Captures consumers’ attitudes and values by measuring how strongly they agree or disagree with various phrases All people fit into 8 categories Classifications of self-orientations Principle oriented Status oriented Action oriented Classifications also based on resources See http://www.sric-bi.com/

    15. 11-15 Exhibit 11.2VALS 2 Segment Profiles

    16. 11-16 In Groups…. Using the VALS 2 categories of lifestyle, choose a product and two different segments and describe how the positioning and communication strategies would differ for the two segments. Also define the relevant demographics.

    17. 11-17 Exhibit 11.4Japan VALS Segments

    18. 11-18 Regional Lifestyles Consumer cultures vary geographically as a result of change in climate, topography, ethnic history, distribution of jobs and industries, etc. Regional differences affect consumption Prizm A lifestyle segmentation system which identifies 62 distinct clusters composed of people with similar lifestyles See www.Claritas.com Microvision, also a Claritas product Lifestyle Market Analyst reference book

    19. 11-19

    20. 11-20 Nine Nations of North America

    21. 11-21 Personifying a lifestyle Some lifestyles are personified by a brand Examples Some lifestyles can be personified by a single person Examples

    22. 11-22 Shifting Lifestyles Lifestyle trends are triggered by major major demographic (women entering workforce) and attitudinal (growing organic food consumption) shifts Lifestyle trends affect industries as well as products and services

    23. 11-23 Recent lifestyle segmentation: Chinese females’ lifestyles: Conventional women - family is a priority Contemporary females - combine work and family as main priority Searching singles - career and image-oriented, postpone marriage Followers - low involvement in social, cultural, and other physical activities International Lifestyle Segments

    24. 11-24 Criticism of Lifestyle Research Central concepts (i.e., lifestyles, psychographics, etc.) tend to be ill defined and it is not always clear why particular segments express particular consumer preferences Current lifestyle measures are not very good at capturing the fluidity of lifestyle segment membership (in other words, an individual does not always stay in the same lifestyle group) Fairly low level of correlation between lifestyle segments and particular behaviors such as brand choice

    25. 11-25 Earth’s Best Baby Food Case Take a look at the website. Then, see if you can profile the Earth’s Best Baby Food buyer. www.earthsbest.com Assume the vice president of marketing is interested in doing a psychographic study and has asked you to prepare a questionnaire. Describe the specific content you would put in and give some sample questions. Describe the lifestyle segments that “Earth’s Best” appeals to. Discuss the strengths of “Earth's Best” system for research and strategy. Describe some alternative strategic/promotional directions for “Earth's Best.”

    26. 11-26 Profile of the Buyer

    27. 11-27 Key Points from the Case

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