Title: Self Concept
1Self Concept Lifestyle
2Agenda
- Theses are to help as you go over Chapters
12 in the book. - Before printing thes view theshow on
the website so that you can watch the commercials
on your own and visit the websites indicated.
3Getting to Know Your Customers
- As we discussed last week it is important to try
to get below the surface to understand your
customers - Demographic information tells us something about
what our customers look like (age gender
income education) - However if we want to successfully serve them we
need to understand how they think and feel and
what matters most to them
4Building Relationships WithBoots The Chemists
5Case Study Boots The Chemists
- Here is a nice example of a firm that made an
effort to get to know their customers and
designed a marketing program to build stronger
relationships with them - Boots The Chemist is the largest pharmacy chain
in Britain - The firm hired J. Walter Thompson to develop a
strategic relationship building campaign - Their first step was to conduct research
6Case Study Boots The Chemists
- Background Research
- Boots research uncovered that 83 of their
customers were women - Consumers strongest perceptions of Boots were
- A man in the white coat
- A trusted authority but cold and sterile
7Case Study Boots The Chemists
- Background Research
- Boots decided to create a new look good and feel
good positioning. They wanted their pharmacists
and the store to be viewed as - Understanding stimulating personalized
fulfilling enjoyable
8Case Study Boots The Chemists
- The campaign objectives included
- Increase profitability by increasing frequency
of visits and amount spent per visit - Enroll 8 million cardholders into a reward
program in 12 months - Achieve an incremental sales increase of 3.2
percent
9Case Study Boots The Chemists
- They identified their target audience for the
campaign as - Young women who could be motivated to treat
themselves rather than deal-seekers - The marketing plan included
- A reward program where customers signed up for a
Boots card and earned points for purchases - Rewards included spa treatments and other
treats that customers would appreciate but view
as luxuries rather than necessities
10Case Study Boots The Chemists
- The marketing plan included
- Employee training to deliver on the new
understanding stimulating personalized
fulfilling enjoyable persona - Commercials
- Boots Rescue
- Resolution
11Case Study Boots The Chemists
- Evaluation of the campaign
- The campaign produced a database of 8 million
customers with their buying habits and contact
information for relationship building - Boots experienced more than 3 percent sales
increase in year 1 8 percent in year 2 - Cardholders average purchase was 8 percent high
than non-cardholders
12Lessons learned
- The Boots story was a success because the made
the effort to understand their customers - Both how they viewed the company and what they
were really looking for from a pharmacist - They then redesigned their offering to better
serve the self concept lifestyle and emotional
needs of their customers
13Self-Concept
- Our self-concept is defined as the totality of
the thoughts and feelings one has about him- or
herself
14Dimensions of Self-Concept
15Need Recognition
- What happens when there is a gap between our
actual and idea self
Ideal Self
Actual Self
16Need Recognition
- We are motivated to close the gap through our
extended self which includes our possessions
Ideal Self
Actual Self
17Measuring Self-Concept
- To tap into a consumers actual and ideal self
you can ask them to self-disclose how they view
themselves (actual) and how they would like to be
(ideal). - Two caveats
- It can be difficult to get full disclosure
- To get at the ideal self it helps to ask a
respondent to think about the person they most
admire and then answer the questions with that
individual in mind
18Measuring Self-Concept
A I A
I
A
I I A
Reporting of Actual Self
Reporting of Ideal Self
19Measuring Brand Image
- Gaps in reporting of actual and ideal self
represent opportunities for need fulfillment - Consumer will respond favorably to products or
services that help to improve or maintain their
self-concept - Products that enhance ones self-concept are
particularly satisfying
20The Relationship Between Self-Concept and Brand
Image
21Lifestyle
- Last week we discussed the importance of
segmenting consumers on the basis of lifestyle
rather than strictly demographics - VALS Attempts to tap relatively enduring
attitudes/values (self-orientation) and resources - Yankelovich MINDBASE Focuses on core values and
life cycle stages to classify individuals
22VALS segmentation sorts consumers into an
eight-part typology - Self-orientation
Principle oriented Status oriented Action
oriented - Level of Resources High Low
Click on image to visit the website and take the
VALS survey
23 Click on image to visit the website and take the
MindBase survey
24How do these compare
- After you have visited the two sites and
completed the surveys for yourself consider the
following - Which seems more accurate informative or
useful Why - How can we utilize this information
25Lifestyle and Consumption
26Viva Los Dodgers!
- Viva Los Dodgers! was created in cooperation
with AIM (Alternative Innovative Marketing) in
1998 to help the Dodgers build a strong
relationship with the Latino community as a way
to get Latinos in Los Angeles to sample Los
Angeles Dodgers baseball.
27Viva Los Dodgers!
- Viva Los Dodgers! is an annual festival in which
local fans are invited to a pre-game event in the
Dodger Stadium parking lot. - The event begins at 1200PM and lasted until
630PM prior to the 710pm game against the San
Diego Padres. - Attendees have the opportunity to enjoy a live
concert by Latino recording artists and meet
Dodger players and take pictures with them
bringing them closer to the team as a whole.
28Viva Los Dodgers!
- Dodger sponsors are offered the opportunity to
have booths signage and mentions from the
concert stage thereby permitting them to reach
out to the Latino community. - The impetus for the event was a geo-demographic
study which showed that the majority of people
that live within a 20-mile radius of Dodger
Stadium are Hispanic families and a majority of
these 3.5 million people had never been to a
Dodger baseball game.
29Viva Los Dodgers!
- Promotional Objectives
- Viva Los Dodgers! is a revenue-generating
program by selling event sponsorships. - Dodger sponsors would use their participation to
leverage exposure leading to increased Dodgers
game ticket sales and tighter/longer-term
relationships with their sponsors. - Increase event and game attendance by Latino
community members. - Increase the overall level of press coverage
30Viva Los Dodgers!
- Promotional Strategy
- A strategy was developed to reach out to those
families by associating the Dodgers with Latino
recording artists. - The thinking was to attract Latino families from
the surrounding area to the stadium to meet and
hear the artists and then get them to stay and
sample a game. - Dodgers were hopeful that initiating and
annualizing this event would build long-term
goodwill with the Hispanic community - This would lead both to increased game attendance
and increased coverage by the Hispanic press.
31Viva Los Dodgers!
- Results
- In 2004 Coke conducted a retail sweepstakes at
200 high Hispanic population stores in which 5
Latino families could win a day at Dodger Stadium
(including a stadium tour seats hospitality
passes to meet the recording artists) - Wherehouse Music stores supported the program
with signage in all locations and end cap
displays featuring music of the artists that were
performing at the event. - Over 26 sponsors participated in the event in
2004 up from 4 in its first year
32Viva Los Dodgers!
- Results
- Major media partners such as UNIVISION
TELEFUTURA TELEMUNDO SPANISH BROADCASTING
SYSTEMS in Los Angeles supported the event. A
special 8-page section was also created in the LA
OPINION Newspaper. - The Viva Los Dodgers! event was covered by all of
the Spanish language press as well as the major
English language network affiliates in Los
Angeles.
33Summary
- Understanding the psychographics of your
customers can provide useful insights for
communicating with them and building strong brand
relationships. - Knowledge of your current customers can help in
identifying and building new customer
relationships - Always remember to dig deep and understand the
expressed as well as the unarticulated needs of
your customers
