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Running head: MARKETING CASE STUDY
Marketing Case Study
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MARKETING CASE STUDY
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1). What is purpose driven marketing from product management perspective and from
brand management perspective
Purpose drive marketing refers to the way a business or brand can bond with the
target customers based on their needs, beliefs and interests. For example, from a brand
perspective, the company has to define the brand purpose, reinforce the core benefit of the
brand and serve the people’s need with the brand. From the product management perspective,
purpose driven marketing refers to the development of products that empowers the people.
Selling products that empowers the target market is the main goals of purpose driven
marketing. In this regards, the company has to gather insight on people and develop
marketing strategies that will get the people to buy the products.
2).How the purpose driven marketing for secret deodorant relate to the hierarchy of needs
concepts
The hierarchy of needs concepts teaches that people prioritize their needs based on
their income. For example, the low socioeconomic society members can only meet their
immediate needs while the high income earners have a lot to spend. Therefore, in marketing
secret brand, the company first developed a product and marketed the products as something
that can meet the target market’s shared needs and interest. Proctor and gamble sought to
empower the low income earners to afford a products meant for the high end market. This
way, they would reach self actualization needs without having the money to be at that
economic level. It is a psychological game.
3). what dimensions of the consumers based brand equity pyramid have the secret brand
team focused on with the let her jump and mean stinks initiatives
Mean stinks has employed the dimensions of judgment and feelings such as brand quality,
brand credibility, brand consideration or (relevance). As they were recognizing increasing
MARKETING CASE STUDY
levels of violence against women.. On the other hand, the dimensions employed in let her
jump products include salience and resonance dimensions
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