What kind of information was the basis for the CEO's Decision about Tudor shoes Analyze the pros and cons of prashant's decision about Tudor
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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 .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.
1. What kind of information was the basis for the
CEO's Decision about Tudor shoes?
2. Analyze the pros and cons of prashant's decision
about Tudor.
3. Suggest an approach which
in your view might have been successful in changing consumer's perceptions and
attitudes about Tudor shoes.
4. 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.
2. What is the consumer's involvement in such a
product category?
3. What strategies would you
recommend to change consumer's attitude towards the brand?
4. 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.
Tattooing is unique (expect for plastic surgery) in that it is a relatively
unalterable change to physical self. It can be done primarily for adornment or
beauty enhancement reasons. Or, it conserve primarily as public or private
symbol.
1. What is the significance of
acquiring a tattoo in India? Are tattoos considered a way of making a
personality statement/
2. Contact two educated
persons who wear a tattoo (just not the name).Interview them to find out what
does it mean to them?
3. 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.
The
members present in the conference room including the top management team comprising
of vice president marketing, general managers marketing of various zones, sales
managers along with the regional and district managers from all over the
country. The general managers, after their three meetings, had developed a
detailed programme for the two new products launched by the company and
the entire team was very impressed.
1. In a traditional society, what factors will
influence the buyer Behaviours?
2. 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.
1. Discuss whose decision
it was to buy a microwave and when was the purchase decision made.
2. What factors influenced the purchase of the
microwave?
3. What is likely to be the
post-purchase behavior in this case and what is the significance of such
behavior?
4. What is the significance of post-purchase
behavior for the marketer?
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