Lesson-7(Discussion
Questions):
The opening vignette of Chapter 17 is about Dove's advertising
campaign featuring "normal” women. Go to the Web site:
www.campaignforrealbeauty.com and read Randall Rothenberg, "Dove Effort
Gives Packaged-Goods Marketers Lessons for the Future,” Advertising Age, March
5, 2007; Theresa Howard, "Ad Campaign Tells Women to Celebrate Who They
Are,” USA Today, July 8, 2005; Jack Neff, "In Dove Ads, Normal is the New
Beautiful,” Advertising Age, September 27, 2004. After reading and
visiting the site, share your impressions on the campaign's effectiveness with
the target market.
DQ No.1) Answer:
A company tries to sell its products and
services towards a specific group of customers, called target market. A company
first should identify its target customers by segmenting its whole market into
a small segment and secondly it should be given the priority to fulfill their
needs, wants and desires. As a marketing manager, we have to operate marketing
mix-4Ps (product, Price, Place and promotion) effectively in order to gain a
competitive edge in the market.
A significant shift in strategy occurred for
Dove in 2003 with the lunch of the real beauty campaign that celebrates “real
women” of all shapes, Sizes, ages, and colors. Furthermore, the campaign arose
from research revealing that only 2% of women worldwide considered themselves
beautiful. It featured candid and confident images of curvy, full bodied
women-not traditional models. The ads promoted Dove skin products such as
Intensive Firming Cream, lotion, and body wash. It seems that traditional TV
and print ads were interlinked with all other forms of new media, for instance,
real-time voting for models on cell phones and tabulated displays of results on
giant billboards. Likewise, the dove evolution video showed a rapid-motion view
of an ordinary looking woman transformed by makeup artists, hairdressers,
lighting, and digital retouching to look like a model. When it was uploaded to YouTube by Dove’s ad
agency Ogilvy & Mather, it was an instant viral hit, drawing 2.5 million
views. Dove products are recognized for their different functional features in
every category in which they are shown. It is not only functional characteristics
that differentiate Dove, but it also made a distinctive personality of the
brand from its inception.
Dove’s advertisings and campaigns were stunning so that it created a
huge impact on the customers. Also, it has integrated marketing communication
in order to build the brand image of Dove in the mind of the customers. The evolution
ads video showing an ordinary looking woman's face into that of supermodel; was
just one kind of the creative marketing communications that sparked dove’s recent
success in influencing its customers.
In summary, it is definitely true that Dove
was successful in attempting to inform, persuade, and remind customers directly
or indirectly about the product and the brand they sell. Marketing
communication done by Dove also helped them to tell or show customers how and
why the product is used, by what kind of person, and where and when. After
reading and visiting its websites, it is known is that Dove's campaign was
outstanding for delivering the promotional message that reached to its targeted
audience, and it is understood by the audience properly, and message was quite
good at stimulating the customers to buy repeated the same products.
References:
- Kotler, Philip & Keller,
Kavin. (2012). Marketing Management.
Addison-wesley: Prentice Hall.
2. Read the following sources listed in
the Marketing Insight: "Endorsements as a Strategy,” Irving Rein, Philip
Kotler, and Martin Scoller, The Making and Marketing of Professionals into
Celebrities (Chicago: NTC Business Books, 1997); Greg Johnson, "Woods
Cautious Approach to the Green,” Los Angeles Times, July 26, 2000, p. A1; Bruce
Horovitz, "Armstrong Rolls to Market Gold,” USA Today, May 4, 2000, p. 1B;
Theresa Howard, "Pepsi Takes Some Fizz off Vanilla Rival,” USA Today,
November 16, 2003; Keith Naughton, "The Soft Sell,” Newsweek, February 2,
2004, pp. 46-47; Betsy Cummings, "Star Power,” Sales & Marketing
Management, (April 2001): pp. 52-59. After reading these articles, take a
position: For or against using celebrities as endorsers.
DQ No.2: Answer:
A celebrity endorsement refers to the
advertising activity of the company by using celebrities to endorse brands. It is
one of the most important marketing strategies for attracting new customers and
retaining the existing ones. However, it is not easy task for marketers to
select celebrities who represent the image and promise of the company’s brands.
In this paper, I will discuss about advantages and disadvantages of doing a
celebrity endorsement for a brand.
For celebrities as
endorsers (pros of celebrity endorsements):
1. Build
brand equity: it
can be very useful strategy for building brand equity of the company’s products
and services. For instance, Nike, as one of leading company in the sports,
wanted to expand into new markets by sponsoring tennis and track athletes.
2. Help
people remember Ads: it
can improve ad recall, according to researchers Jagdish Agrawal and Wagner
Kamakura. When people would see or hear Dennis Haysbert on the show “24”, they
associate his voice with Allstate.
3.
Make people believe the product contributes
to superstar status: Most
of people always follow what their celebrities do in their lives so that people
want to imitate their celebrities’ lifestyles to impress others. For example,
if it is shown in the endorsement, a celebrity using a General motor’s car then
others also would like to use the same car.
4.
Stand out: Research from Charles Atkin and Martin Block suggests
that “celebrities may help advertising stand out from the surrounding
clutter.” It is true that celebrity
endorsements enhance its image and brands in the minds of customers.
5.
Brand Credibility and worldwide reputations: Celebrity Endorsements could be believable
and credible than other advertising campaigns because many people believe in
what their celebrities do while choosing and buying the particular products and
services.
Against celebrities as
endorsers (Cons of celebrity endorsement):
Although a celebrity is a good fit for the brand, using one for
endorsements has its own sets of possible risks.
1. Images
change: Celebrities may make
mistakes and when they do, they affect the entire company’s brands they
endorse.
2. Celebrities
become overexposed: when
a celebrity is successful and he/she tries to endorse more and more companies
at once, the celebrity’s credibility may suffer. People may feel that the
celebrity will endorse anything to earn money.
3. Celebrities
can overshadow brands:
Consumers may focus on the celebrity, not the product. This kind of danger may
happen when one celebrity endorses multiple products at a time. For example,
when, an Indian cricketer, David Beckham endorses a number of companies at
once, his image as the focal point of advertising devalues many products.
Hence, having aforementioned all, I would
prefer to have a celebrity endorsement because its pros far outweigh its cons.
Yet it has some pitfalls that companies should consider before selecting a celebrity,
and developing endorsement programs. It can reap huge rewards for a brand in
long term though some possible risks are there. As a marketing manager, we must
be able to determine which option is better by calculating its risks and
rewards.
References:
-
(n.d).
Retrieved fromhttp://frog-dog.com/the-advantages-and-disadvantages-of-celebrity-endorsements/
-
Kotler,
Philip & Keller, Kavin. (2012). Marketing
Management. Addison-wesley: Prentice Hall.
3. It has been suggested that over 70
percent of all buying decisions are made in the store and as a result,
point-of-purchase advertising has grown in its appeal. Give three examples of point-of-purchase
advertising that you have recently come across (ads in-store, personal selling
by a cosmetic counter salesperson, etc.) and comment on the effectiveness to
them of this type of advertising. Did you buy the product? Did the advertising
annoy you? Moreover, in the role of a marketing executive, would you recommend
spending part of your advertising budget on this form of media?
DQ No.3) Answer:
Point-of-purchase (POP) or point-of-sale
refers to an area surrounding counter where the sales are made order to
increase the profit margins. These kinds of advertising play a pivotal role for
influencing customers to buy repeatedly and make strong loyal customers. Some
examples of point-of-purchase are merchandise display, use of signature,
receipts and suggesting selling by the retailer either in Mall or market or
city.
For example, some of the point of purchase advertising, I have had are
as follows:
·
When I
went to the mobile shop to buy a mobile, there were lots of mobile companies
there to provide their services. Firstly I thought to buy a Nokia mobile but I
saw a nice ads picture of Samsung that had dragged my attention to buy that
mobile. I saw a lot of good features on the Samsung Mobile that I suddenly
change my decision to buy it.
·
I recently visited to the shopping mall for
purchasing a wallet. I purchased wallet when I was paying the money I saw
advertisement/pictures of the wallet in side of the counter. I asked to the
sales person to show these wallets. Among them one of wallets is attractive. I
asked its cost and she said high price $ 50 and I bought that wallet at $ 50.
·
I went
to Dell laptop show-room to buy a laptop; suddenly I saw posters of Watch just
attached shop with that Dell laptop shop. Actually I was planning to buy watch
too so I went to the watch shop and bought a watch, Rolex from that shop.
Moreover, as a marketing executive, I would
recommend spending part of one's advertising budget on this form of media. It
is very important therefore to ensure that point of purchase units are
displayed in the most attention grabbing, eye drawing position in the store to
help direct the customer as needed. Customers like to be informed and will
appreciate clearly displayed information that attempts to help them make the
most suitable purchasing choice. These advertisements are really eye-catchy and
interesting as they are creative to attract the customers and at times they are
successful at doing so. And I don't think that these kinds of advertisement
annoy me, rather they give us more information regarding its products’ features
and qualities.
References:
-
Kotler,
Philip & Keller, Kavin. (2012). Marketing
Management. Addison-wesley: Prentice Hall.
4. Dell(r) Computers has begun setting up kiosks demonstrating their products in regional malls across the country. They are also selling their computers in Wal-Mart stores, Best Buy, and other U.S. retailers. Dell will soon be selling through retailers in China. Consumers are no longer directed to their web site to place an order. Obviously, Dell has had to change its "contact” with consumers. What effect do you believe this type of change in their direct marketing mantra is having on Dell's business? Must other direct marketers make the change?
DQ No.4) Answer:
Dell is one of the largest computers supplier
company in the world, established in 1984. Dell has continued for shaping the
industry by breaking new ground and pioneering critical developments in home, small
business and enterprise computing. It has been delivering computer systems,
computer peripherals, computer software, IT consulting and IT services since
its inception in US.
According to Wikipedia-“A retail kiosk (also referred to as mall kiosk or Retail
Merchandising Unit) is a store operated out of a merchant-supplied kiosk of
varying size and shape, which is typically enclosed with the operator located
in the center and customers approaching the vendor across a counter.”
The place or distribution channel is one of
important factors of marketing mix. Initially, Dell uses a direct channel model
where it sells its products directly to the customer without need for a
distributor or a middle man through Internet. However, selling and distributing
the products and services through internet is not sufficient in the modern
marketing. For this, in 2002, Dell opened kiosk locations in shopping malls,
including Wal-Mart, across the United States to provide personal service to
customers who preferred this method of shopping to Internet or telephone
orders. Kiosks are located in shopping malls, airports, sporting events, or
larger stores etc. to make customer more ease for communicating and delivering
the products and services.
Despite the added expense, due to these
changes in direct marketing will deliver a superior customer value through a
new way various services such as prices at the kiosks match or beat prices
available through other retail channels, high visibility of these units, which
are most often located in the common areas of malls, these businesses can often
gain a relatively trackable monthly sales figure after a three or four-month
trial. Many other benefits exist, such as the low overhead, small inventories,
and low or non-existent CAM, tax, utility, and marketing fees, as compared to
their in-line storefront counterparts, which can often have fees equal to or in
excess of the rents themselves. Having said these, however, direct marketing
must be changed to attract more customers in the way the customers want.
Hence, it would be wise decision to use
Kiosks for the customers who want to have a unique style to do fun while
visiting and purchasing the goods and service. Furthermore, it should be
changed as the customer needs and preferences so that more and more customers
will not switch into other competitors.
References:
-
Kotler,
Philip & Keller, Kavin. (2012). Marketing
Management. Addison-wesley: Prentice Hall.
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