Self Concept

1
Self Concept Lifestyle

• MKT 750
• Dr. West

2
Agenda

• Boots the Chemists Campaign
• Actual versus Ideal Self
• Lifestyle
• VALS versus Monitor
• Digging into the DDB data

3
Getting to Know Your Customers

• Try to get beyond the surface
• Demographic information tells us characteristics
  about these consumers
• If we want to successfully serve our customers we
  need to understand
• How they think and feel, and what matters most to
  them

4
Case Study Boots The Chemists

• Largest pharmacy chain in Britain
• J. Walter Thompson launched a strategic
  relationship building campaign
• Background Research
• Consumer perceptions man in the white coat
• Trusted authority, but cold and sterile
• New positioning look good and feel good
• Understanding, stimulating, personalized,
  fulfilling, enjoyable

5
Case Study Boots The Chemists

• Campaign Objectives
• Increase profitability by increasing frequency
  of visits and amount spent per visit
• Enroll 8 million cardholders in 12 months
• Achieve an incremental sales increase of 3.2
  percent

6
Case Study Boots The Chemists

• Target Audience
• 83 of customers are women
• Focus on young women who could be motivated to
  treat themselves rather than deal-seekers
• Creative Strategy
• Boots Rescue
• Resolution

7
Self-Concept

• Our self-concept is defined as the totality of
  the thoughts and feelings one has about him- or
  herself

8
Dimensions of Self-Concept
9
Need Recognition

• What happens when there is a gap between our
  actual and idea self?

10
Measuring Self-Concept
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Measuring Brand Image
12
The Relationship Between Self-Concept and Brand
Image
13
Lifestyle

• VALS values and lifestyle
• Attempts to tap relatively enduring
  attitudes/values (self-orientation) and resources
• MINDBASE values and life stage
• Focuses on core values and life cycle stages to
  classify individuals

14

• VALS segmentation
• sorts consumers into
• an eight-part typology
• Self-orientation
• Principle oriented
• Status oriented
• Action oriented
• Level of Resources
• High
• Low

15
MINDBASE SEGMENTS
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How do these compare?

• Which seems more accurate, informative, or
  useful? Why?
• How can we utilize this information?

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Lifestyle and Consumption
18
VALS Distribution
Actualizer Fulfilled Believer Achiever
Striver Experiencer Maker Struggler Total
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VALS Distribution
20
Monitor Mindbase
21
Case Study Boots The Chemists

• Evaluation
• Launch produced a database of 8 million BTC
  customers
• More than 3 percent sales increase in year 1, 8
  percent in year 2
• Cardholders average purchase was 8 percent high
  than non-cardholders

22
DDB Needham Group Exercise

• Try to identify AIO statement in the DDB data
  that correspond to one of the VALS lifestyle
  groups.
• Examine how the demographics in the DDB data
  compare to the associated VALS segment.
• Identify a product that is well-suited for the
  VALS group you have identified and develop a
  marketing plan using both the information you
  know from VALS and the DDB data.
• Be sure to have someone in your group write a
  brief of your findings.

23
Summary

• Understanding the psychographics of your
  customers can provide useful insights for
  communicating with them and building strong brand
  relationships.

24
Assignment

• Reading
• Chapters 14 - 16 (pp 500 - 508, 513 - 517, 525 -
  542, 556 - 565, 570 - 578)
• Topic
• Consumer Decision Making
• Assignment
• Look over the Shopping Insights Diary
  assignment and begin to introspect on your own
  buying decision processes