Culture & DemandHongsheng Zhang 25370197

12b. Discuss whether a marketer can influence culture to create demand for their brand. Focus your discussion on the deliberate and intended acts of marketer as opposed to brands that influence culture by accident.

If the marketer determined that pursuing a “change in culture” strategy to generate demand was appropriate, discuss what potential advantages and disadvantages the brand may face. Focus your discussion on the perception of consumer’s towards the brand. Use examples to illustrate.

Whether a marketer can influence culture to create demand

Advantages and disadvantages of changing culture strategy.

12

What is Culture?Culture is a society’s personality, it including such factors as language, knowledge, law, religions, food customs, music, and other artifacts that give the society its distinctive flavour. (Schiffman, L 2011)

Can marketer influence culture to create demand?

Formal Learning

Informal Learning

Technical Learning

Marketers influence culture through Three Learning Methods

to influence the market and create needs...

Formal Learning Learn culture from older adult, and family

Create self-Identity, beliefs and value

Marketer reinforce culture create demand

Meat & Livestock AustraliaThe Australia Day Lamb campaign

Australia -- “Riding on the sheep's back”

Promoting Lamb Chop consumption on Australia Dayto associate the country and Lamb

Reinforce Australian country identity

Create culture of eat BBQ Lamb chop on Australia Day to be true Australian

$40m Lamb chop sales on Australia Day Week in year 2012

Informal Learning Learn culture by imitating or modelling behaviour of selected others.

Marketer utilise celebrity, role model, friends, family... to influence the market to imitate the example to create culture.

Disney

Cartoon characters/Theme park to promote Disney Culture

Creat role model for kids to imitate demand of Disney merchandise

2008 Disney licensed merchandise sales hits $30 billion a year

Technical Learning Occurs when teaching in an educational enviroment.

Marketer create concept and educate the market create culture

Listerine Mouthwash

1879 Listerine product has been known as all-purpose antiseptic

Late 1920s introducing the concept “Halitosis”to the market to help company reposition

Listerine using same product but focussed on the proposition that it could remove halitosis.

Create culture of fresh breath Demand of Mouthwash

Marketer rainforced the value and belief in the existing culture to form a new connection to achieve culture change

Create role model/celebrity/social influence for market to imitate, leads to culture change

Introducing new concept to the market to create culture change and create demands

Advantages and disadvantages of changing culture strategy.

1. Creates a new industry/category with competitive advantage

2. Influence the market to associate product with specific brands

3. Plant perception and influence future product development

Advantages

1. Market may not adapt

2. Very costly and time-consuming

3. May offende certain group of people

Disadvantages

Advantages1. Creates a new industry/category with competitve advantage

Listerine

1990s only use product after a heavy night out, or before an important meeting or date

New competitor arised

Position as adjunct to toothbrushing, to establishedtwice-daily routine.

From fresh breath to healthy teeth and gums

New culture with competitive advantage makes market leader

Advantages2. Influence the market to associate product with specific brands

Xerox

1959 Xerox intruduce the first photocopier to the market

Nowadays, U.S Xerox Machine = Photocopier

Xerox become verbe.g. “I xeroxed these documents.”

Culture change creates connection to associate brand name with new culture

Advantages3. Plant perception and influence future productdevelopmentApple iPhone

Smart Phone = Touch Screen = iPhone

Not only influence consumer but also the competitors

New culture plant perception for the product

Before iPhone After iPhone

Disadvantages1. Market may not adapt

Segway

launched in 2001 in a blizzard of publicity

Transportation For The Future

12 years later, still not gain significant market acceptance

Market is not adapt to the new culture

Disadvantages2. Very costly and time-consuming

iPhone

$97.5 million on iPhone ads in 2008$149.6 million on iPhone ads in 2009$346.6 million for iPhone and iPad advertising in 2010

Australia day Lamb campaign

Total Campaign Expenditure: $1 – 2 million

Campaign only run on the Australia Day period

9 years to increase sales from $20m (2004) to $40m (2012)

Very expensive to promote the new culture

Takes period of time for new culture to kick in

Campaign Period Sales $

Year Over Year% Increase

Australia day Lamb campaign

Disadvantages3. May offende certain group of people

The majority of the market adapt the message but certain group of people feel offended

The Advertising Standards Bureau Australia receive numbers of complaints about the campaign create racial tensions and promote nationalism

Facebook Page “Not eating lamb on Australia Day and still being Australian”

Culture change can offend people and create bad publicity

Conclusion

ReferenceAdvertising Standards Bureau. (2006). 02/06 Australia Day Lamb Ad - Advertising Standards Bureau. adstandards.com.au.

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Barnes, B. (2009, 13/10/2009). Disney's Retail Plan is a Theme Park in the Store, The New York Times, p. A1. Retrieved from http://www.nytimes.com/2009/10/13/business/media/13disney.html?_r=2&

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Chester Carlson and the Invention of the Photocopier. (2004). Invent Help Newsletter July 2004. Retrieved 17/10, 2013, from http://www.inventhelp.com/Chester-Carlson-and-the-Invention-of-the-Photocopier.asp#.UmX8ltJmjAR

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Fields, M. (2008, 11/06/2008). Disney Licensed Merchandise Sales to Hit $30 Billion. Retrieved 16/10, 2013, from http://www.adweek.com/news/advertising-branding/disney-licensed-merchandise-sales-hit-30-billion-104167

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