Analyze the case and identify the significant issue - PowerPoint PPT Presentation

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Analyze the case and identify the significant issue

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Title: Analyze the case and identify the significant issue


1
 
  • Consumer Behaviorinfo_at_answersheets.in91
    95030-94040

2
  •  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 .His idea was to have a first -
    hand feeling of consumer response to the Tudor
    shoes and observe in general the footwear habit
    of urban Indians. He parked his car and walked
    purposefully.
  • Q1 What kind of information was the basis for
    the CEO's Decision about Tudor shoes

3
  • 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.
  •  
  • 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? Burnol is
    available in yellow tube. This burns - relief
    ointment has been around for six decades - long
    enough to become generic to the usage category.

4
  • 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?
  •  
  • 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.
  •  

5
  • Q1.What is the significance of acquiring a tattoo
    in India? Are tattoos considered a way of making
    a personality statement/
  •  
  • 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.

6
  • Q1.In a traditional society, what factors will
    influence the buyer Behaviors?
  •  
  • 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.
  • 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?

7
  • 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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