Consumer Behaviour Two Brands Comparasion

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Group Members Amir Shaukat Col M. Usman Shereen Nawab Saadia Malik Zulfiqar Ahmad

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Introduction -Tapal Tea Started in 1947 Largest selling brand Philosophy: traditional values Tea brands to suit every taste and pocket Promote Strong Tea Culture

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Brand Architectures

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Telenor Norwegian, Mobile Operator Entered into Pakistani Market in March 2005 Coverage  In more than 500 destinations Djuice, a pre-paid package by Telenor

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Introduction

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Brand Architecture Postpaid Packages

Prepaid Packages Package A Package B Package C Package D

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Djuice Djuice, a young and energetic package from the ‘factory’ of Telenor Djuice! Offer to its customer  No boredom, no weariness and no more mundane routine

Djuice is for those who like:  More SMS, MMS  Enjoy ▬ downloading ▬ Ring

tones ▬ Games

pictures

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Advertisement Analysis

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Story Boarding

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Contt..

Motivation

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Aesthetic Analysis of TAPAL Advertising Appeal  Love and Family Oriented

Execution Style:  Musical and slice-of-life

Color Analysis  Predominantly red color  White Color

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Djuice – Story Boarding

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Aesthetic Analysis of Djuice Execution Style:  lifestyle

Advertising Appeal  Fun & Pleasure with suspense:

Color Analysis  Bright Color  Blue walls

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FCB Grid Analysis of TAPAL

Hig h Inv olve ment Lo w Inv olve ment

Thi nkin g

Fe eli ng

Informative

Affective

Habit Formation

Self Satisfaction

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FCB Grid Analysis of TAPAL

Hi gh Invol ve ment Low Invol ve ment

Thi nki ng

Fee ling

Informative

Affective

Habit Formation

Self Satisfaction

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Competition Analysis

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BCG Matrix of TAPAL

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BCG Matrix of Djuice

* At time of Launch

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Perception The best and most beautiful things in the world cannot be seen, nor touched ... but are felt in the heart

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Perception Model

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Advertisement Attention Butterfly Curve

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How Tapal Transforms our Perception Style

Packaging

Logo

Perception

Music

Slogan

Aroma Colors in Advert

Symbol

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Perceptual Interpretation Closure   

It is an evening time. Husband is returning from office. He is tired from all the days’ activity and needs refreshment

Interpretation  Family Oriented  Caring Brand  Provide Refreshment

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Tapal’s Perceptual Maps Attributes      

Smell Color Strong Flavor Packaging Availability in the market Nutrition

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Perceptual Map Analysis

TAPAL is Good in both Smell & color TAPAL positioned itself as a

strongest flavor tea brand in Pakistani market & is available in all big stores. TAPAL also provides good nutrition for mental alertness

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Pos it ion in g St atem en t Tapa l’s P ositi onin g St at ement  An ultimate drink with good smell, lively colors and rich nutrition quality

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Pos it ion in g St atem en t Lip to n’ s Po sit io ning Statement

Lipton provides you a high quality tea with rich nutrition in colorful packaging

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Pos it ion in g St atem en t Suprem e’s Po sit io ning St at ement  Brooke Bond Supreme brings families closer together with its rich taste and traditions. And its strong, rich taste & color is ideally suited to the Pakistani palate

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How Djuice Shaped our Perception Sty le Logo

Music

Percep tion

Sloga n Col ors in Adv er t

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Interpretation Gap Leading Misperception  Energy drink or the like

Cognitive Dissonance  Shock on revelation

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Djuice’s Perceptual Maps Attributes       

Network coverage Value Added services Subscription Base Affordability Brand Awareness User Growth Rate Connectivity Vs Technology

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Pos it ion in g St atem en t Djuic e Get your l ife st art ed wi th t he mo men t of del igh t an d fun by ha vi ng mo st af forda ble mobi le se rv ice wi th exi tin g valu e ad de d ser vi ces and st at e of ar t tech nology .

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Pos it ion in g St atem en t Ufo ne A ca ri ng co nnect io n f or yo u by u that ful fill yo ur expe ct at io n of w id e cove ra ge , price afford ab il ity wit h ex cel len t co nne cti vi ty.

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Pos it ion in g St atem en t Jazz Oc ta ne Co min g from the la rge st cell ula r co mp an y i n Pa ki st an , o ctane co mbi nes fun wit h va lu e, sp eci al ly tar ge ted towar ds the yo ung at hea rt peo ple, offeri ng lo we r r ate s to thre e favo ri te nu mb er s and lower SMS rates, no w yo u can ea sil y be par t of the lar gest netwo rk in Pa ki st an offer in g the wi des t co ve rag e.

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Pos it ion in g St atem en t Wari d A fast est gro win g mo bi le se rvi ce wit h cryst al cle ar vo ice and round the cl ock ef ficie nt co nnect ivi ty

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Pos it ion in g St atem en t Pa kt el We are b ack wi th new l ook s t o serve t he p ri ce consci ous con sumers b y a ss is ti ng t hem wi th our r ich pa st experience.

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ACT IVITY Thi s i s not a t est Ther e a re no ri ght or w rong answ ers o An sw er wha t you FEEL! o Good Luck o

o

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How brand build their perception Just follow these instructions, and answer the questions one at a time and as quickly as you can! STEP 1. Think of a number from 1 to 10 STEP 2. Multiply that number by 9 STEP 3. If the number is a 2-digit number, add the digits together STEP 4. Now subtract 5 from the answer STEP 5. Determine which letter in the alphabet corresponds to the number you ended up with (example: 1=a, 2=b, 3=c, etc.)

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Contt.. ST EP 6. Think of a country that starts with that letter ST EP 7. Remember the last letter of the name of that country ST EP 8. Think of the name of an animal that starts with that letter ST EP 9. Remember the last letter in the name of that animal ST EP 10 . Think of the name of a fruit that starts with that letter

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Are you thinking of a Kangaroo in Denmark eating an Orange?

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Personality Freudian’s Theory  Id - djuice  Superego - Tapal

Major Motives for consumption  Djuice – Disallenation  Tapal - Femininity

Idiocentrics versus Allocentrics  Tapal – Allocentrics  Djuice – Idiocentrics

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Personality Statement of TAPAL Affectionate, dependable and charismatic, that’s how we know her. Tapal is a young house wife somewhere between late 20’s and early 30’s. She enjoys a rich culture and strongly affiliates with her traditions and customs. She respects her relationships and can go an extra mile to protect them. A type of person whom you can rely on. She will be there for you in all hard times and will help you out with things. Moreover she is charming and pleasant, you tend to enjoy every moment when she is around.

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Cont.. Although she seems to be a typical eastern woman yet she is practical and composed. She is a determined individual who believes in her self and is confidant about her views. She has the ability to adapt to changing environments. She has been through turbulent times but has successfully managed to overcome them and, in the process, has learnt and groomed herself to become an even better

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Personality Statement of Djuice Contemporary, energetic and social, that’s Djuice. He is a young guy in his late teens or early 20s. He is a ‘party animal’. He loves to enjoy life without much concern to other things, a little carefree person. Although he seems to be somewhat eccentric but actually he likes making new friends and helps them out with everything. He likes to stay in his friends company and enjoys dining out with them. He enjoys rock music and fast foods.

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Moti vation pr ocess Ta pal

Combined family Love for younger Respect for elders A strong tea Cultures

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(ne eds )

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Moti va ti on al s trength According to Drive theory  Strong taste  Catering for headache

According to Expectancy theory     

Good smell Freshness Energy Strong family bond Good family life

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Moti vation pr ocess Dj uic e

Save your eyes Save your breath Save your thumb Target market culture

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Culture

(ne eds )

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Moti va ti on al s trength Dju ice According to drive theory  Save of eyes  Save your breath  Save your thumb

According to Expectancy theory  Save of eyes for see something good  Save your breath to have some fun  Save your thumb for the future

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Motiv ational c onfl icts Tap al / Dj uic e Approach – approach conflict Approach - avoidance conflict Avoidance – avoidance conflict

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Cl assi fying c on sum er needs Tap al / Dj uic e Need for affiliation Need for power Need for uniqueness

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Refer ence G ro up M atri x

Private

Public

Necessity

Luxury

Private necessity

private luxury

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Learning Tapal Family Mixture Tea for the Family

Strong Taste

Love and Affection

‘The Consumer as a Black Box’

Favorable response

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Contt. Condi ti one d St imulu s  Tapal tea to be strong, nicely flavoured with a good colour  These attributes and cues are consistently paired with Tapal Family Mixture  Consumers learn to feel thirsty when later exposed to these brand cues

Repe titi on

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Cognitive Learning Obs ervatio nal le arning Attention

Retention

Production Process

Observational Learning Components of Observational Learning

Motivation

Culture

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Cognitive Learning Memory and learning Personal Relevance

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Learning DJuice  Save your eyes for djuice  Save you breath for djuice  Save your thumb for Djuice

lacks appeal and learning portray such actions that the consumer is tempted to repeat No learning about the product

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Learning Survey Results  Advertisement did not appeal to them  Advert did not arouse any particular interest  Aortrayed something that was destructive and gave an ill feeling  Did not want to retain any behaviors that were displayed in the advert

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Concept of Culture Comprehensive Concept Culture is acquired not inherited Nature of cultural influences

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Culture

Tapal’s culture Demographic – middle urban class with sizable income Vales    

Collectivism Romantic, love and affection orientation Traditional living lifestyle Fulfillment of needs of all alike

Non verbal communication

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Culture

Tapal’s culture Self concept attachment Execution style  Slow traditional music style in slice of life environments.

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Djuice’s Culture Demographic –urban middle class particularly the youth Vales    

Individualism Needs of adult/child No romantic orientation Non materialism

Non verbal communication

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Djuice’s Culture Self concept Execution style  Simple slice of life with fun appeal

Culture

Recommendations

Alternative Djuice Story Fir st scen e: Boarding

 Friends Getting together in a room for a party .In the background there is hard rock music, many colorful flashy lights and the children of upper class family. Every body is very busy in the party, Light goes off & suddenly a huge ball explodes the wall and the room start glowing & Djuice is written on that Ball

Secon d scen e:  Instead the person when coming out of the floor should be having a small fan in his hand which is on .The air which is coming out from the fan will be shown like the color and the logo of Djuice

Third scen e:  College boy sitting in his room decently dressed up and studying very seriously. Because of long hours of study the boy is tired, feeling sleepy, wants to have rest. At this time the ceiling is getting opened and a space shuttle entering the room .the shuttle is throwing multicolor rays on the boy and the boy is now fresh, energetic and ready for the work again. Word Djuice is written on the space shuttle.