Self Concept & Lifestyle

1. Self Concept & Lifestyle MKT 750 Dr. West

2. Agenda • “Boots the Chemists” Campaign • Actual versus Ideal Self • Lifestyle • VALS versus Monitor • Digging into the DDB data

3. 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

4. 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

5. 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

6. 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

7. Self-Concept • Our self-concept is defined as the totality of the thoughts and feelings one has about him- or herself

8. Dimensions of Self-Concept

9. Extended Self Ideal Self Actual Self Need Recognition • What happens when there is a “gap” between our actual and idea self?

10. Measuring Self-Concept

11. Measuring Brand Image

12. The Relationship Between Self-Concept and Brand Image

13. Lifestyle • VALS – values and lifestyle • Attempts to tap relatively enduring attitudes/values (self-orientation) and resources • MINDBASE – values and life stage • Focuses on core values and life cycle stages to classify individuals

14. VALS segmentation • sorts consumers into • an eight-part typology: • Self-orientation: • Principle oriented • Status oriented • Action oriented • Level of Resources • High • Low

15. MINDBASE SEGMENTS

16. How do these compare? • Which seems more accurate, informative, or useful? Why? • How can we utilize this information?

17. Lifestyle and Consumption

18. VALS Distribution Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Total

19. Total Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler VALS Distribution

20. Monitor “Mindbase”

21. 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

22. 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.

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

24. Assignment • Reading: • 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