CONSUMER IMAGERY

Made by:-

SAKSHI BHATIA

RAJAT TIWARI

RICHA VAISH

SHIPRA SINGH

SANA NUSRAT

WHAT IS IMAGERY? Imagery is the kind of associations a brand could get

linked with over a period of time. It has an impact on how consumers perceive the brand and how they will react to it in the long run.

Brand imagery plays an important role in shaping the association in the consumer's psyche. Once an association was developed it stayed with consumers for a long time.

For several years, Robin Blue was associated with whiteness in fabric wash. The packaging and the bird on it symbolised whiteness and was a household brand.

Bajaj Scooters had a `family vehicle' image. Horlicks had a `drink for the sick' association a

few decades ago.

WHAT IS CONSUMER IMAGERY? When consumers’ attempt to preserve or enhance their

self image by buying products & brands or patronising services which they believe are congruent with their self-images and avoiding which are not then this phenomenon is known as consumer imagery.

1. Product Image - where the consumer compares his self-image with his perception of the product or brand.

Eg:-Fast Track and Sonata brands are both from Titan but have a clear image with regard to their target segment associations.

2. Service Image - where the consumer compares his self-image with his perception of the service or its provider.

PRODUCT POSITIONING Positioning refers to the image that a product has in the minds’ of the

consumer. It conveys the concept of the product or service in terms of how it

fulfills a consumer need. It is an answer to the problem of being a “me too” brand.

Eg:- Pears – Glycerine based & Pure Dove- Moisturizing Boost – Stamina Complan – Growing tall Big Bazar – The best quality at the lowest of prices Colgate – An anti tooth decay toothpaste

RESULTS OF GOOD POSITIONING STRATEGY

Creates a distinctive brand image on which consumers rely in making product choices.

Positive brand image leads to:- consumer loyalty positive beliefs about brand value willingness to search for brand Also good positioning strategy affects consumers beliefs

about its brand’s attributes and the prices consumers are willing to pay

POSITIONING STRATEGIES

Umbrella Positioning (Sony, McDonalds, LG)

Positioning Against the Competitor (7 Ups’ slogan “the Un-Cola”)

Positioning based on Specific Benefit (Horlicks for Women, FedEx “When its absolutely, positively has to be there overnight”)

Finding an “Un-owned” Position (When Fair & Lovely entered the men's market for fairness creams)

Filling Several Positions ( Garnier)

PRODUCT REPOSITIONINGFor almost three decades, Liril was associated with fresh, green and waterfalls but has attempted to create novelty through the `orange' variant, in packaging and visuals.

Dettol soap, after establishing itself on the protection-from-bacteria proposition, introduced a variant with moisturiser and employed a different kind of imagery.

Moov, which was not the pioneer with regard to pain balm, created an appealing benefit-based imagery leading to the brand's acceptance. Moov also effectively used imagery to compete with Iodex on the `staining' aspect of the offering.

Vicco's facial cream for skin has all along been positioned amidst the occasion of a wedding.

PERCEPTUAL MAPPING Perceptual mapping is a graphics technique used

by asset marketers that attempts to visually display the perceptions of customers or potential customers. Typically the position of a product, product line, brand, or company is displayed relative to their competition.

Perceptual mapping is also called positioning map which helps to develop a marketing positioning strategy for the product or services.

Perceptual maps or positioning maps as they are sometimes referred to, are often used to help the organization identify a positioning strategy .

PLOTTING OF PERCEPTUAL MAP

When plotting a perceptual map two dimensions are commonly used. Any more is a challenge to draw and confusing to interpret

Below is a very basic perceptual map .

If we plot the UK chocolate market we can identify those brands which are high price and high quality. Belgium chocolates are plotted as high quality and high price, and twix is plotted one low quality low price brand. Once completed the perceptual map could help identify where an organization could launch a new brand perhaps at the medium price and quality range.

POSITIONING OF SERVICES As services are intangible , image becomes a key

factor in differentiation.

Eg:- the Ritz- Carlton promotes its “guest experience “ with the corporate motto "we are ladies and gentlemen serving ladies and gentlemen”.

Differentiating services on the basis of delivery vehicles and motto for eg: Dominos: 30 minutes nahi toh free

Names such as Federal Express ( later abbreviated to FedEx)& Humana (health service provider) are excellent names due to their distinctive, memorable & relevant to the services they feature.

PERCEIVED PRICE

What is the image as far as pricing is concerned (high, low or fair).

Perceptions of price unfairness can affect consumers perceptions of that product or service and also will be a hindrance in patronizing that store or service.

Types of pricing strategy:-

SATISFACTION BASED PRICING (Mc Donalds)

RELATIONSHIP PRICING (Banks)

REFERENCE PRICING It is any price that consumer uses as a basis of

comparison in judging other price. Reference prices are of two types:- INTERNAL REFERENCE PRICING EXTERNAL REFERENCE PRICINGHigh external pricing is used in ads by companies to

persuade customers and internal pricing which with time changes is retrieved by the consumer from memory.

Eg:-Prices of computers declined sharply due to competition

and manufacturers abilities to produce them more cheaply

PERCEIVED QUALITY Intrinsic and extrinsic cues that consumers associate

with the product help consumers to judge the quality of a product and service.

PERCEIVED QUALITY OF PRODUCTS:-

Intrinsic cues can be physical characteristic of product( size, flavor,aroma, color etc.)

Extrinsic cues can be like packaging, advertising, pricing and even peer pressure.

PERCEIVED QUALITY OF SERVICES:-

Extrinsic cues can be like:-

Doctors service- quality of office, framed degrees on wall etc.

In food joints- waiterperson service, the ambience etc.)

PRICE/QUALITY RELATIONSHIP

Most consumers rely on price as an indicator of product quality, that consumers that consumers attribute different qualities to identical products that carry different price tags, and that such consumer characteristics as age and income affect the perception of value.

Consumers use price as a surrogate indicator of quality when they have less information of the product. Eg:-purchase of apparels of a new brand.

When consumers are familiar with the product or have used it before price declines as a determining factor in evaluation. Eg:-customer who regularly buys Levis jeans wont go on the price for evaluating the product on basis of price.

PERCEIVED RISK

It is the uncertainty that consumers face when they cannot foresee the consequences of their purchase decisions.

Types of risks: functional Physical Financial Social Psychological Time

Perception of Risk Varies depending on the person, product, situation and the culture.

High risk perceivers or Narrow Categorizers Low risk perceivers or Broad Categorizers

Risk based on product category

HOW CONSUMERS HANDLE RISKS

Selection by Brand Image Seeking Information Brand Loyalty Relying on Store Image Buying the most Expensive Model Seeking Assurance