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16 views

case study

Uploaded by

nlpt0210
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Case 1: Motivation - why people do what they do

Examine the L'Oréal Web site at http://www.loreal.com


for more information on this cosmetic industry giant.

Now consider the following imaginary scenario: as a


marketing manager for Revlon, you have just discovered
that L'Oréal is using the frustration dynamic of motivation
to persuade young teen-aged girls to switch from Revlon
products to those of L'Oréal. L'Oréal ads show two teen
girls discussing their difficulties in finding dates to a
prom. One girl having seen that her friend has just
applied Revlon nail polish and lipstick, says "Maybe the
reason you can't get a date is that you are using your
mother's nail polish and lipstick-it's just too old-
fashioned!"

Discuss the following:

a. Considering the information above, how might


L'Oréal be using the frustration dynamic of motivation to
woo Revlon users?

b. What defense mechanisms might be at work in the


above scenario if the first girl defends her choice of nail
polish and lipstick?
c. What are products you think are aimed at people
who identify as male that also use a frustration dynamic
of motivation to persuade? Explain your product choices
clearly. What about products that are gender-neutral that
use frustration dynamics?

Case 2: You work for a company that manufactures and


sells accessories, and you have been asked to conduct
research to determine how the company can increase its
bow ties sales. Sales will increase if you can get new
customers to use your product and/or get your current
customers to purchase more bow ties.

Please discuss the type of primary research you would


conduct to determine how the company should proceed:

1. what type of research would you conduct and why


this type? Please be specific.
2. who would participate in this research?
3. what information would you seek to get from this
research?
4. how could this information be used to help the
company make decisions?

Case 3:

Imagine that you are a marketer for a major brand of eye


cream. Over the recent years there has been a lot of
competition in this product category. Now look at the
different segmentation variables discussed in the
chapter. How can you use non-demographic
segmentation to broaden your appeal? Broadening the
appeal requires thinking about who currently uses the
product, and determining a way to get more people to
use the product OR people to use more of the product.
Please support your answer (explain why).

For your answer be sure to read the chapters carefully.

Do not discuss any promotional, pricing, distribution, or


product changes without first clearly establishing
different target segments. Please do not discuss age,
gender, income (and other demographic) as the
instructions specify non-demographic!

In a Word document, please address this question. Please


be sure to format in paragraphs (that are indented), and
support your ideas.

Case 4:

Pick two brands that produce the same product


categories. You may select product categories outside of
fashion if that's what interests you.
Part 1: Describe the target customers for these brands.
Please keep in mind that for many brands, they have
more than one target segment, so please be thorough in
your description. Be sure to think about the various
segmentation variables. Compare and contrast the target
customers for these brands, and discuss what each brand
does to appeal to the target customers you described.

Part 2: Discuss your attitudes towards these brands.


Using one of the models from the text on attitudes,
discuss the components of your attitudes towards each
brand. I recommend using the tri-component model OR
the multi-attribute model such as the attitude-toward-the-
object. Be thorough in your discussion of what contributes
to your overall attitude, the direction of your attitude
(positive or negative), and the strength of your attitude.
Again, compare and contrast your attitudes towards the
two brands.

Part 3: Discuss the brand personality of each of the


brands. Discuss how well the brand personality fits with
the target customers. Compare and contrast the
personalities and what the company does to achieve
these personalities.

Part 4: Discuss how these brands use perception to


appeal to their target customers, influence attitudes, and
support their brand personalities. Be sure to compare and
contrast!

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