Evaluation of Use of Behavioral Science Concepts by Two Competing Brands

 

 

Select a specific product category (e.g., dog food, laptop computers, cola drinks, airlines, perfume, fast food restaurants, automobiles, cosmetics, vacation resorts, cell phones, MP3 players, etc.).
Research and summarize background information on this product class in terms of each of the following areas (you need not obtain every type of data listed for each area):
Market (size and growth rate of market; market segments and their characteristics; number, names, and sizes of firms; shares of market, sales volumes, profitability; and other performance metrics)
Description of the product category (product definition; number of brands; types of variations such as line extensions and sub-product categories; features and benefits; functions and uses; branding and packaging; imagery; stage in product life cycle)
Consumer behavior (consumer decision process, including level of involvement, level of decision making, type(s) of consumer purchasing decision situations, sources of information consulted; criteria used in making a purchase decision and their relative importance; sociocultural and other environmental influences; psychological influences; attitudes; etc.)
Pricing (price range, price points by brand, pricing strategies and techniques)
Distribution (where sold, types of stores and other distribution channels [including e-commerce], extent of availability)
Promotion (promotional tools used, messages, media, spending levels)
Select two brands within your product category with very different marketing and promotion strategies. As exhibits, include promotional materials such as sample print ads, TV or radio commercial transcripts, descriptions or URLs, website materials, packages, and any other relevant marketing examples.

Compare each marketing/advertising campaign in terms of the socio-cultural and psychological impact it should have on consumers, citing specific behavioral science concepts. Which market segments (demographic, psychographic, and/or behavioral) are each marketer attempting to reach? How is each trying to position the product? How is each marketer trying to appeal to the consumer in behavioral terms?

Based upon the above discussion, identify which of the two marketing/advertising campaigns is more effective in application of behavioral science concepts and discuss the reasons for your opinion. This should include an analysis of each marketer’s use of knowledge of CB in 2c above.

 

Sample Solution

g Saudi Arabia. Evidently, oil is one of Venezuela’s most valuable commodities accounting for 95% of Venezuela’s exports and 25% of its gross domestic product (Independent 2018). However, during a period of time in which the global price of oil dropped, foreign demand to buy Venezuelan oil dipped simultaneously. A key factor that lead to Venezuela’s current crisis, is evidently their sole dependence on a single commodity – oil. As University of Florida’s Gamarra explains, this means “you are bound to the ups and downs of the oil price,”. Without a range of high value added assets, an economy lacks diversity and is vulnerable to ‘moments of downturns in your principal commodities (CNBC 2019).’ On an individual basis, hyperinflation renders any savings worthless due to its eroding impact on money. Consequently, people may hoard goods for instance, food due to the soaring prices. Situations such as these may lead to shortages of food supply, contributing to the issue further. The Bolívar (Venuzuelan currency) depreciated in value as the cost of imports increased, leaving the Venezuelan economy to perish. Consequently, Nicolas Maduro – Venezuela’s new president – decided to print money (TheConversation 2019). Although this is an efficient strategy to implement during times of temporary price shock, in the case of Venezuela, the desired results didn’t adhere. Alongside the price of oil continuing to decrease, Venezuela’s oil output also fell resulting in international investors looking elsewhere further decreasing the value of the Bolívar. The government proceeded to print off more money in order to pay their expenses, inevitably resulting in the cycle that lead to hyperinflation (TheConversation 2019). To begin with, whether or not inflation is always deemed to be a challenge or if there are actually any potential benefits surrounding the macroeconomic issue will be discussed. Generally speaking, moderate inflation has some benefits, especially when it’s compared to deflation. For instance, the real value of debt decreases, moderate rates also enable prices of goods to adjust to their real value prices. In some cases, at levels of moderate inflation, companies are able to increase wages whilst the prices of goods increases. However, the average inflation target is usually around 2% which is quite contrasting to that of Venezuela’s. Long term economic growth is thought to be optimised when price stability is maintained, whic

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