PREFACE
소비자들이 Category에 관여되어 있는지?
Brand의 기능적 효험을 기억하는지?
광고에 반영된 사회적 이득에 따라 제품을 구입하는지?
소비자들이 다른 압력에 의해 Brand를 전향하지 않고, 특정 Brand에 집중하는지?
HERBAL제품에 관심이 있는지?
HIMALAYA가 어떻게 소비자들로부터 인지도를 쌓
Objective 1
It is important for consumer researchers to understand the nature and power of attitudes.
태도(attitude)
: 사람들(자신을 포함해서), 대상들, 광고들, 또는 쟁점들에 대한 영속적이고 일반적인 평가
실용적(Utilitarian)
가치-표현적
(Value-expressive)
자아-방어적
(Ego-defensive)
지식
(Knowledge)
Objective 2
Attitudes are more
attitude toward celebrity/spokenperson' with 'pleasant feeling&favorable attitude toward product'), a favorable feeling for celebrity attractions and a frank image which were known to the mass of people is paring to brand image when advertisement execution.(This could be adapted to the effect of endorsers on attitude formation. the image, behavior, and values of the endorser must be compatible wi
Brand Concept이 Brand Positioning에 부합하는가?
신개념 가전?
New Brand Concept의 방향
신개념 가전의 가치
디자인과 혁신을 지향하는 기업
새로운 이미지
젊음을 느끼고 디자인중심의 생활로
Insight
“젊은 당신에게 에어컨이란?”
에어컨이 있어야 잠을 잘 수 있다
에어컨 바람이 있어야 부부생활도
RESEARCH BACKGROUND
Samsung MP3 is facing challenges due to increasing competitors in the market.
Samsung needs to understand current brand power/level in the market and consumer U&A, before developing strategies to increase market performance.
U&A has become that MP3 players are essential items for young people in Korea
MP3 players include high-level technology
Increased loyalty on the
Consumer products are products and services for personal consumption
Classified by how consumers buy them
Convenience products
Shopping products
Specialty products
Unsought products
Organization marketing consists of activities undertaken to create, maintain, or change attitudes and behavior of target consumers toward an organization
Brand is the name, term, sign, or design—or
Attitudes
New information is consistent with previously
acquired knowledge or attitudes
- We Motivated to process messages that are moderately
inconsistent with our existing knowledge or attitudes
Less Motivated
Motivation also affects
how we process information and make decisions
Pay careful attention
Think about it
attempt to understand
or comprehend goal-releve
attitude forming of consumer. With recency effect, they could enhance consumers’ retrieval rate.
2005~07: Ads for ‘Brand Revitalization'
In 2005 and 2007, the new marketing ‘Brand Revitalization' appeared. Gas WhalMyungSu had not only loyal middle-aged and old-aged consumer but also old image because it had long history over 100 years. In order to change this old image, the company mad
Brand-owned
⦁Outtakes is a multi-faceted solution to convenience retailing needs. Whether you need a comprehensive Food-to-Go program, an exciting upscale convenience store or a scaled down dining center, Outtakes provides a variety of unique solutions for every convenience retailing opportunity.
⦁Market Central brings excitement back to the vending area. Great food, exciting cont
Brand Reinforcement와 Positioning에 효과가 있는 것으로 여겨짐
e.g > Pepsi Generation Campaign은 젊은 세대의 문화에 속한 그룹과 연합하여 성공
을 거두었지만 매출 신장에는 영향을 미치지 못하였음.
but > product purchasing history, product loyalty 등이 소비자의 attitudes와 values와 영향을 주고 받는 것으