Consumer behaviour - The secret formula for Marketing
Just like other questions, to what product line to get into? What market to enter? How is the way to market it the best way? How shall I reach the pace I need?
The game-changer business mantra is here- “The Consumer Behaviour”
The 10 case studies, that will lead you to hidden secrets behind the success!
Starting off with Amitabh Bachchan’s Pulse polio campaign- A breakthrough into the extreme depths of what people needed, after the big failure of all the campaigns with Big B. The reasons behind the extreme failure at first were not looking for the consumer’s psychographic, demographics, ethnographic, and began with entering the rural and untouched areas by spreading awareness. With 5 key factors affecting the buying roles- Initiator, Influencer, Decider, Buyer, Consumer. Putting the main consumers who were the old people in the family who played the roles of influencer and decider, got the tone of crisp tones with the face of Amitabh Bachchan not being humble but being back to his form of Angry young man, and small emotion change hit all the right palettes it needed and the campaign came out beautifully hit; despite it being the right cause and available absolutely free of cost, it needed the consumer behaviour study to reach its path!
Campaigns with Cadbury in early 1988- The need for Cadbury was to target the rest of 22% of the people who remained untouched with chocolate only being popular with the kids who provided them with the market reach of 78%. The next step was to accelerate into the youth, with the feeling of romanticizing chocolates, which eventually removed the idea of childlike things from the minds of people and completely eliminating the ads focused on children which remained a huge success in the 1990s. Moving further to adulteries in sweets, it came up with several campaigns like Shubh Aarambh, Celebrations focusing on Raksha Bandhan, and the ‘Kuch Meetha ho jaaye’ with replaced the market for buying sweets on any occasion and making it happen with a piece of chocolate. Entering the consumer mindset from children, to whole families.
Gillette survey in India- The company surveyed upon Indian students in the U.S. regarding their ways with shaving, and game up with a product in the market that was according to the soft water and soft facial hair conditions which was a complete failure for Indian hard water conditions and the quality of hair being dense too. The 18 months of the survey proved fruitful and the whole concept of shaving with taps open in America was customized according to the water-saving ‘dip in the mug’ method as per the consumer and came up with the ‘reverse innovation’ that went one step downwards and grasped the necessary attention it needed with targeting the ‘flexi-head’ for adjusting to the curvatures of the face and avoid cuts. Hitting the market with the much-needed price point and the exact need of the consumer provides a huge market share to Gillette until today.
Maruti Suzuki with the launch of Alto- The price of the car 15 years ago is the same today as well, with the working on ‘reverse innovation’ and continuous study of demographics of the Indian Consumer, with it being one of the world’s highest-selling car.
Pepsico. For which Indira Nooyi- the CEO herself, who despite being an Indian took this American company to new heights and studied the shelf offtake when the product hits the shelf and what does it looks like to grab it right off the shelf, with keeping in mind what a mother would think while buying these products. She made advanced changes from her chips coming to bite-size and the manufacturing chain right back to the suppliers, to change the machines and the ways of productions, so that the consumer doesn’t switch to other product by any chance, focusing on being the habitual consumer from being an experimental consumer. She even changed the whole outlook, packaging, layout, and designs for ‘Sun chips’ depending on how the product appears sitting on the shelves. A revolution for the company, placing its feet much deeper into the grounds with small, recognizable changes keeping consumer behaviour in mind.
Coco-Cola- A company that held its booths in almost all the nooks and corners of the nation with their regular coke, instead of the diet coke. Focusing on the Indian consumer who is not much prone to Obesity or even more sugar, as people in India are either malnourished who can digest the sugars in the normal coke and would give a damn to diet coke, which might hold the market in cosmopolitan cities but not everywhere, or the country being of the farmer class which is a more natural approach to lifestyle will still stick to the regular coke and enjoy the sugars it comes with.
Nike and Adidas with changing the market positioning- with studying the geography of the nation, who changed their product and its supply according to the popularity of the sport in the different parts of the country, as the whole west and the north were crazy about cricket, whereas the whole east and south were much inclined to football. So, selling the accessories with concentration to the consumer, the shelves will reach emptiness if targeted upon the right consumer emotion.
McDonald's catering to the Indian audience- Came up with the breakthrough in McAloo Tikki as the consumer behaviour was around potatoes for the best snacking and hangout options in the country, with affordable pricing and family place with provided market space into the QSR- quick serving restaurants, with the change in the type of products, as the countries besides India focus much on the non-vegetarian aspect which could have been a huge disaster, keeping in mind that most of the population in India is primarily of vegetarians. Looking at the wider perspective of the picture, it got hold over almost every city with many branches across the globe.
Health drinks- With health drinks who focused on the mothers who kept looking for the best options for her children but the class of the lactating mother and pregnant women, who are in fact in higher need of nutrition, will still lack the market due to the psychographics of the country where a lady in the house is eager to buy things for her children, the husband, the father and everyone in the house but herself. This is why hitting the right target with the wants they keep and not imposing them according to the mothers of other foreign countries who focus much on herself for obvious reasons and hence the sale of such health drinks sticking to the category of children and even the youth.
Johnson & Johnson- It did not focus on the rural mother at all, it targeted the urban mother, who did not have any help with her while taking care of the baby, and hence gave ample amount of Indian context and content to the mothers in urban areas with no help, and were looking ways to betterment through research and then selling the products, generating a recall value in the minds and hence being an obvious reach for babies today.
The major key of any product and its success lies with the bases on which it is going to function and hence focusing on the consumer behaviour to how well the product shall do and to what extent will it bear profit relies on the group of targeted mass, for the most fruitful approach through marketing and then making changes in the sales part of it.
If you stayed till the end, consider yourself hook onto a journey to betterment for your business and overall insight.
The referential guide took form Dr.Vivek Bindra and putting them one by one for precise business analysis and better understanding when most needed.