Self Concept & Lifestyle

MKT 750Dr. West

Agenda

“Boots the Chemists” CampaignActual versus Ideal SelfLifestyleVALS versus MonitorDigging into the DDB data

Getting to Know Your Customers

Try to get beyond the surface …Demographic information tells us characteristics about these consumers

If we want to successfully serve our customers we need to understand …

How they think and feel, and what matters most to them

Case Study: Boots The Chemists

Largest pharmacy chain in Britain J. Walter Thompson launched a strategic relationship building campaign

Background Research Consumer perceptions – “man in the white coat”

Trusted authority, but cold and sterile New positioning “look good and feel good”

Understanding, stimulating, personalized, fulfilling, enjoyable

Case Study: Boots The Chemists

Campaign Objectives Increase profitability by increasing frequency of visits and amount spent per visit Enroll 8 million cardholders in 12 months Achieve an incremental sales increase of 3.2 percent

Case Study: Boots The Chemists

Target Audience 83% of customers are women Focus on young women who could be motivated to “treat themselves” rather than “deal-seekers”

Creative Strategy Boots Rescue Resolution

Self-Concept

Our self-concept is defined as the totality of the thoughts and feelings one has about him- or herself

Dimensions of Self-Concept

Actual Self Ideal Self

Private Self

How I see myself

How I would like to see myself

Public (Social)

Self

How others see me

How I would like others to see me

ExtendedSelf

IdealSelf

ActualSelf

Need Recognition

What happens when there is a “gap” between our actual and idea self?

Measuring Self-Concept

Measuring Brand Image

The Relationship Between Self-Concept and Brand

Image

Lifestyle

VALS – values and lifestyle Attempts to tap relatively enduring attitudes/values (self-orientation) and resources

MINDBASE – values and life stageFocuses on core values and life cycle stages to classify individuals

VALS segmentationsorts consumers into an eight-part typology:

Self-orientation: Principle oriented Status oriented Action oriented

Level of Resources High Low

MINDBASE SEGMENTS

How do these compare?

Which seems more accurate, informative, or useful? Why?How can we utilize this information?

Lifestyle and Consumption

VALS Distribution

Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Total

VALS Distribution

Total Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler

Monitor “Mindbase”

Case Study: Boots The Chemists

Evaluation Launch produced a database of 8 million BTC customers More than 3 percent sales increase in year 1, 8 percent in year 2 Cardholders’ average purchase was 8 percent high than non-cardholders

DDB Needham Group Exercise

Try to identify AIO statement in the DDB data that correspond to one of the VALS lifestyle groups. Examine how the demographics in the DDB data compare to the associated VALS segment.Identify a product that is well-suited for the VALS group you have identified and develop a marketing plan using both the information you know from VALS and the DDB data.Be sure to have someone in your group write a “brief” of your findings.

Summary

Understanding the “psychographics” of your customers can provide useful insights for communicating with them and building strong brand relationships.

AssignmentReading:

Chapters 14 - 16 (pp 500 - 508, 513 - 517, 525 - 542, 556 - 565, 570 - 578)

Topic: Consumer Decision Making

Assignment: Look over the “Shopping Insights Diary” assignment and begin to introspect on your own buying decision processes