Consumer Behavior - What Is the Consumer's Involvement in Such a Product Category What Strategies Would You Recommend to Change Consumer's Attitude Towards the Brand

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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 Extended Self

Most product and services associated with extended self and physically...