1. Introduction:
The main reason attracted customer to consume in modern society is not just the value exchange but also an act of production of expression. Consumption becomes a” phenomenological in spirit and regards consumption as a primarily subjective state of consciousness with a variety of symbolic meanings, hedonic responses, and aesthetic criteria”. (Holbrook and Hirschman, 1982). The first part of this paper will analyze the different definitions of consumption, especially focus on experiential consumption. The other part will show how the Benetton Group architect and develop their brand portfolio through experiential marketing theory.
2. What does consumption focus?
Consumption is an action of using up a resource to consumer. However, there are different views on why consumer use up. In order to know the need of customer better, it is necessary to analyze the different opinions.
2.1 Consumption is in an “information processing model”
This theory begins in the enlightenment age, which emphasis rational choice, and trust consumer have initiative reason. Then it develops to an apparently irrational buying based on logical flow model of bounded rationally. (e.g., Howard and Sheth 1969) In 1979, Bettman named it as “information processing model” (Bettman, 1979). In this model, consumer is unable to deal with very complex analysis of available alternative as they have a limited capacity for processing ability. In other word, consumer just undertake simple decision in order to “sidestep the overly overburden task of assessing all the information available about all the alternatives”. (Bettman, 1979) All these analysis based on regarding consumer as a rational and goal oriented individual.
2.2 Experiential Consumption
Compar...
... middle of paper ...
...
4. Conclusion
In a fashion market full of change, which is also change consumer’s consumption behaviours, it is so important to build a emotional connection between marketing strategy and consumers. Depending on experiential marketing strategy, Benetton adopts extraordinary marketing methods to satisfy consumers’ entrainment requirements. At the same time, Benetton also gives the family brand special personality, which carter to consumers’ social responsibility satisfaction. Through a series of controversial adverting, Benetton attracts much attention and debates, which stimulates the growth of turnover and acquire free advertising influence. Differing from “hungry marketing” of Zara, Benetton possess higher brand loyalty but less market shares. Faced with challenges from emerging market, Benetton should change its marketing strategy which should be more local.
It is a unique technique As technology gets more advanced, people use cameras, tracking devices in the stores to track customers shopping behavior. The retailers apply every detail that they get from anthropologists to get people to buy their products. Some people claim that the surveillance of consumers by retail anthropologists is manipulative and unethical. However, the claim is not entirely true. Many retailers use the data they get from anthropologists and apply it to their store to create great experiences for their customers, encourage customers to revisit, and ultimately improve business performance.
Since opening business in 1965 Benetton has marketed very loud and brash and has gone against the normality of marketing and has made its own sense of marketing, challenging people views and affecting them and
Since 1967 Polo Ralph Lauren the brand is impeccable example for how a company must develop strong brand equity through the years. Indeed, the brand has established its image across a diversity of products and markets using a perfect lifestyle marketing approach. To understand how the brand has achieved strong brand equity, and resonance with its customers, analy...
These immortal words symbolize the power of branding and the criticality of brand management. Every brand has a personality and is thus able to position itself in the mind of the prospect. Products in the same category may solve the same problem but, all consumers don’t buy the same product. Some base their decisions on price while some may decide on the basis of the benefit they derive from that product. The decision making process is sometimes long and arduous but sometimes, low involvement and easy. The personality of the brand and how it is communicated is one of the key factors on which decisions are made. Through this paper one would identify products in the same category and analyze their promotional strategies and how the brands have evolved over the years. Marketers use diverse techniques to project various images to the prospect, once these projection techniques are identified the marketing techniques would also be explored. After the brands are identified, the promotional strategies employed by them would be explored. Thus, the evolution of the brand can be traced. The evolution of the brand would give us key insights in the different images projected by them.
We propose a branding strategy which takes into account the brands capabilities and competencies, strategies of competition brands and the outlook of consumers experience in their respective societies. As an international brand there is the challenge of staying connected with local customers. We will overcome this by adapting marketing strategy to local needs using a variance of standardized marketing mix and an adapted marketing mix.
Consumer behaviour, which is a part of behavioural economics and of course an important part of buyer behaviour, is the study of the six w’s which are who, what, when, why, where and how. It incorporates features from psychology, marketing and economics. Consumer behaviour tries to understand the buyer decision-making process and how demographics, influences from family and friends and behavioural changes can change the buyer’s decision on a certain good or service.
From buying a hamburger to buying a house people use a process in order to make a decision on what to buy. (book cite) describes this as the consumer decision process (pg.175). Utilizing a consumer decision process model, marketers are able to better understand how consumers are purchasing products and services. The five step consumer decision process model includes need recognition, information search, alternative evaluation, purchase, and post purchase. Not all purchases require following all five steps to a T, but consumers, whether they know it or not, follow a version of this model when making a purchase. Companies also use this model in order to effectively market their products and services. A company
Japanese consumers love to consume luxury brands and therefore they are open and curious about the luxury brand’s marketing strategies in Japan. Furthermore, when it comes to luxury consumer’s main characteristics in Japan “loyalty and understanding” are the main specialities of luxury consumers. (Bollen and Salsberg 2013-online). It is important to highlight that Louis vuitton has been in Japanese market for 35 years. (Chadha and Husband 2006:16). In Japan, Louis Vuitton spreaded its store numbers, be in collaboration with the Japanese artist ranging as “Yayoi Kusama, Takashi Murakami” and also cooperate with the “celebrities” (Chadha and Husband 2006: 90-92). These are the key strategies of Louis Vuitton luxury brand marketing to attract their target consumers. In order to effectively manage its luxury marketing strategies in Japan emphasizing the three of the marketing mix ranging as, product, promotion and place categories. “Retailing and promotion” are the two criterias which leads Louis Vuitton Japan in to success in its market (Chadha and Husband 2006:96). For example, the latest celebrity they collaborated in Japan LV is “Hatsune Miku who is a Japanese pop star” (Foley 2013). Keeping in mind that South Koreans don’t want to loose face in their environments and they have a peer pressure on them in their social lives and this encourages them to purchase luxury brands in order to have a stable place in society. The luxury brands has to be aware of the fact that these main points and the demographic features of the society has to shape the marketing strategies in this markets (Park, Rabolt and Jeon 2008:256). South Korean as a nation has Conficianist roots and this affects how they perceive and build a relation with the ...
Many theorists suggest that consumption is correlated to the identity of an individual, that by purchasing goods from the mass market, it enables us to visibly establish our position within society. This differs from previous times in which a range of factors such as family histories, character and personal achievements played a significant role (Gabriel and Lang, 2006). Instead, there is the idea that the consumer has the ability to gain pleasure over objects, not just solely by the manipulation of objects, but through the degree of control over their meaning. The degree of control is developed and achieved through imagination and provides greater possibilities of pleasure experiences. This suggests that modern consumption can be seen as device that enables individuals to ‘dream’ about the desires they wish to fulfill. (Campbell, 1989: 79) (Cited in Gabirel & Lang, 2006)
Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
The brand development process is categorized as an important element of business development matrix. The overall sustainability and progress of the business depends on brand development framework of the organization. In this reference the role of consumer is significant to contribute significantly in brand success and determine the profitability of the firm. Consumer contributes positively to improve the marketing strategy of the firm and helps to understand the consumer psychology that includes consumer thinking process, consumer perception regarding the brand, consumer behavior toward the brand, key characteristics of the brand that are considered significantly by consumer to determine the consumer taste and make purchase
The practice of brand management is a key component of marketing and performs an integral function by motivating the wants and needs of consumers. It is known that marketing can shape consumer needs and wants, however, consumers today appear to be more knowledgeable about the information regarding products. Consumers lead busy lives and have therefore gone to the internet as one of the many channels to learn about products in order to make informed decisions. This paper will discuss the argument that marketing should reflect the needs and wants of consumers rather than shaping these attributes. Due to the speed and ease of obtaining information, consumers do not take at face value strong marketing efforts that appear to be overly aggressive and push a brand rather than just being informative. Brand managers have to be aware of these changing dynamics and carefully craft brand management practices to meet the demands of consumers.
It could be termed as unanimous judgement about the person without actually knowing the person. This paper will look into the academic literature available on consumption patterns in fashion brands and would further elaborate on the entry techniques in developing or emerging nations. This paper would also highlight the importance of building brand equity and maintaining the same. In a put shell, this paper would deal with the relationship that the brand creates in the market for its success in the designed strategies for future expansions.... ...
The purchasing process is a highly complex organizational process with objectives that reach far beyond the traditional belief and primary role is to obtain goods and services in response to internal needs. In this course, we are studying the consumer behaviour, which is defined as” the process involved when individuals or groups select, purchase, ideas or experience to satisfy needs and desires. In the past four weeks, I recorded my purchase behaviour and experience to show what effect on the purchasing process and my behaviour. I found two of those purchasing behaviours can be significantly represented this concept.
There are a number of reasons why people shop at malls. For one thing, people malls extremely convenient. In addition malls provide shoppers with a great variety of stores and shopping opportunities. Finally, and perhaps most importantly, malls are great places for entertainment.