Consumer Behavior Notebook

Consumer Behavior Notebook

Consumer Behavior Notebook

By Leslie Singson

By Leslie Singson

Product: Lightlife Veggie Burgers

Strategy: Market Segmentation - Vegetarians

The use of market segmentation means targeting a brand only to specific groups of consumers rather than to everybody. The target audience for this ad is vegetarians, since meatless products such as this are usually consumed by vegetarians. It can also be said that the ad targets those individuals who are trying to eat healthy, as suggested by the phrase “More proof that eating well and living well can be one and the same.” It should be noted, however, that meat eaters can still enjoy this product.

The ad depicts a cow constructed from various kinds of vegetables, and the tagline is “A new breed of veggie burger.” The use of bright colors and mixed fonts allows for a friendly vibe and provides a sort of “invitation” to try the product, even if the viewer of the ad is not a vegetarian.

In terms of brand positioning, Lightlife says that this product is 25 percent bigger than the leading national brand, (which it does not explicitly state, but it is Morningstar Farms.) Lightlife’s slogan is “Live long. Travel light” and this would again appeal to those trying to eat healthier and well as appeal to the individuals who have made the lifestyle choice of becoming a vegetarian.

Product: Hidden Valley Ranch

Strategy: Nostalgia

Nostalgia describes the bittersweet emotion that arises when we view the past with both sadness and longing. This ad appears to be hand-drawn, and is highly reminiscent of a Norman Rockwell painting, which are well-known for their reflection of American culture. In this particular scene, two young children are sitting on the steps of their house and are enjoying fresh vegetables topped with Hidden Valley ranch dressing.

The ad evokes a nostalgic feel not only because of its appearance, but also because of its content. For example, by the style of their...