Ksbm - Consumer Behavior 3

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Consumer Behavior

CASE 1-TUDOR FASHION

Tudor fashions is a four -decade old company .Its two major product lines are footwear and ready -to- wear garments . It was nearly 10am and the company CEO, Prashant Gupta, decided to take a walk in the Connaught place area to observe people in general and office goers in particular, before going to his office on Barakhamba Road .His idea was to have a first - hand feeling of consumer response to the Tudor shoes and observe in general the footwear habit of urban Indians. He parked his car and walked purposefully.

1. What kind of information was the basis for the CEO's Decision about Tudor shoes?

2. Analyze the pros and cons of prashant's decision about Tudor.

3. Suggest an approach which in your view might have been successful in changing consumer's perceptions and attitudes about Tudor shoes.

4. You are marketing communication consultant. Suggest an ad campaign to help Tudor establish a

premium image for its shoes.

Case 2- Burnol

Do marketers have the freedom to reposition a brand? Or can a brand develop a life of its own in the consumer's mind -and grow so strong as to become intractable?

Burnol is available in yellow tube. This burns - relief ointment has been around for six decades - long enough to become generic to the usage category.

1. Analyze the case and identify the significant issue.

2. What is the consumer's involvement in such a product category?

3. What strategies would you recommend to change consumer's attitude towards the brand?

4. Why have attempts to reposition the brand failed? Has it anything to do with consumer's attitudes or appropriateness of communication messages?

Case 3 - Tattoos and...