Why have attempts to reposition the brand failed Has it anything to do with consumer's attitudes or appropriateness of communication messages

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Consumer Behaviorinfo_at_casestudyhelp.in91
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• Consumer Behavior
•  
• CASE 1-TUDOR FASHION
• Tudor fashions is a four -decade old
  company .Its two major product lines are footwear
  and ready -to- wear garments . It was nearly 10am
  and the company CEO, Prashant Gupta, decided to
  take a walk in the Connaught place area to
  observe people in general and office goers in
  particular, before going to his office on
  Barakhamba Road .
• Q1.What kind of information was the basis for the
  CEO's Decision about Tudor shoes?
•  
• Q2.Analyze the pros and cons of prashant's
  decision about Tudor.
•  
• Q3.Suggest an approach which in your view might
  have been successful in changing consumer's
  perceptions and attitudes about Tudor shoes.

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• Q4.You are marketing communication consultant.
  Suggest an ad campaign to help Tudor establish a
  premium image for its shoes.
• Case 2- Burnol
•   Do marketers have the freedom to reposition
  a brand? Or can a brand develop a life of its own
  in the consumer's mind -and grow so strong as to
  become intractable?
•  
• Q1.Analyze the case and identify the significant
  issue.
•  
• Q2.What is the consumer's involvement in such a
  product category?
•  Q3.What strategies would you recommend to change
  consumer's attitude towards the brand?

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• Q4.Why have attempts to reposition the brand
  failed? Has it anything to do with consumer's
  attitudes or appropriateness of communication
  messages?
• Case 3 - Tattoos and Extended Self
• Most product and services associated with
  extended self and physically separated from the
  physically self. Until recently, exceptions were
  limited primarily to hairstyles and coloring and
  cosmetics. One could also alter the physical self
  through excersise, diet, weight training and
  plastic surgery. In recent years, body piercling
  and tattooing have become additional ways to
  alter both the extended self and the physical
  self.
• Q1.What is the significance of acquiring a tattoo
  in India? Are tattoos considered a way of making
  a personality statement/

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• Q2.Contact two educated persons who wear a tattoo
  (just not the name).Interview them to find out
  what does it mean to them?
• Q3.Interview three of your friends. Find out
  about their self- concepts and what kind of
  tattoo would they like have.
•  
• Case 4 -Galaxy Appliances Ltd.
• The meeting was being held at the top floor
  of the head office of Galaxy Appliances Ltd. As
  members started coming out for lunch, they all
  were talking with each other. When the lunch was
  over and all the members assembled back, the
  excitement and optimism in the room was visible
  to everybody.

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• Q1.In a traditional society, what factors will
  influence the buyer Behaviours?
•  
• Q2.What is likely to be the level of consumer
  involvement, and what advertising message and
  media will you recommend? Give your reasons.
•  
• Case-5 - Purchase of a Microwave Oven
• Ramesh Sikand and his family lived a
  comfortable two- bedroom flat in a respectable
  locality in a large city. He was employed with a
  general insurance company in a supervisory
  capacity. His wife, Sumita was a teacher in an
  English medium public school. Both their
  children, Rachit aged 10 and Sarita aged 8 years,
  were studying in the same school where Sumita was
  employed.

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• Q1.Discuss whose decision it was to buy a
  microwave and when was the purchase decision
  made.
•  
• Q2.What factors influenced the purchase of the
  microwave?
•  
• Q3.What is likely to be the post-purchase
  behavior in this case and what is the
  significance of such behavior?
•  
• Q4.What is the significance of post-purchase
  behavior for the marketer?

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