Consumer Behavior Case Consumer Behavior Case Study: Tudor FashionsStudy: Tudor Fashions

Submitted By:Group 2

Aditya Zutshi (09BM8005), Ambuj Agarwal (09BM8007),

Nidhi Bansal (09BM8028), Shweta Jain (09BM8031),

Shilpa Gautam (09BM8085)& Amit Sarangal (09BM8082)

Ques1: What kind of information Ques1: What kind of information was the basis for CEO’s decision was the basis for CEO’s decision about Tudor Shoes?about Tudor Shoes?CEO was measuring consumer attitudes by

Observation of Behavior.

ResultsResultsAbove changes resulted in change in

consumption pattern of product i.e. Tudor shoes

CEO related this change in consumer behavior with declining sales over past 2 yrs

Decided to move from “high quality – affordable price” to “high price – high quality” image

Though Observation method is usually used to supplement other research methods like (qualitative investigations: focus group, depth interviews, TAT & Attitude Scale)

Ques 2:Analyse the pros and Ques 2:Analyse the pros and cons of Prashant’s decision cons of Prashant’s decision about Tudor Shoesabout Tudor ShoesPros

◦Able to recognize changing consumer attitude, perception and preference

◦Identified the need of changing product range in consensus with all departmental heads

◦Realized that they need to keep pace with the changing trends for future growth

ConsCons

Lost the existing segment – middle class◦ Created confusion among customer about the

brand image◦ Drastic price changes were not accepted by

customersLost the competitive advantage of selling

good quality affordable range shoes Marketing communication strategy was

missing◦ Tried to enter into new market without proper

repositioning effortsPOD wrt premium brands was missing

◦ For premium shoes other brands were recalled, not Tudor

This all resulted into further decrease in market share

Ques 3: Suggest an Approach to change Ques 3: Suggest an Approach to change consumer perception and attitudes consumer perception and attitudes about Tudor shoes.about Tudor shoes.

Proposed ApproachProposed ApproachTo Change Perception

◦ Inputs to the perception process i.e. the stimuli – Vision & Hearing through marketing communication

◦ The design changes should be such that it crosses the differential threshold but at the same time the price point should not vary to such a large extent.

◦ They can launch new sub brand for high end premium shoes

To Change Attitude◦ Change the criteria for evaluation

Earlier they evaluated on basis of affordable prices and no fuss – elegant shoes for office.

Changing basic motivational function : ◦Emphasis on “Value-expressive” function

Will help consumers illustrate their personality & lifestyle to be in trend with what others are wearing.

◦Ego defensive function To support self concept and be part of the latest

trend of bold shoes

Changing brand belief (as part of altering components of the multi-attribute model)

Ques4: Designing Marketing Ques4: Designing Marketing CommunicationCommunication

Objective of the communication◦Changing Customer perception and

attitude towards new range of Tudor shoes

◦Make the middle class aware of the changing trends and try moving them to higher category shoes.

◦Keeping existing customer segment satisfied By emphasizing the wide range of shoes &

assured quality and comfort◦Adding new customer segment (upper

middle class & upper class) Adding “Style” as the dimension with Tudor’s

brand Image.

Target Audience◦Middle class (for existing range)◦Upper Middle and Upper class (for

premium range) Communication Medium

◦Peripheral route of persuasion◦Low involvement medium like

Television◦Prints ads to give snapshot of the

range of shoes and emphasizing the assured quality and comfort.

Message ContentMessage ContentLaunching new sub brand -

Premium ◦Highlight points of difference◦Target other-directed people

Creating positive attitude ◦Communicate knowledge about latest

styles, bold looks and high quality of new range of Tudor shoes

◦Increase trial ability at Retail outlets to communicate quality

◦Establishing New image of the Sub-brand for premium range shoes

New range of shoes should come with introductory offers

Salesforce to be used for imparting knowledge

Advertisements:◦Using advertisements focusing on

emotional appeal◦Shoe in the contrast using the figure

and ground theory◦Showing a group of office goers

wearing comfortable yet stylish Tudor shoes.

◦High Frequency of advertisements