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Transcript
Claire Fitzpatrick, Regina Lastra, Viktoria Leks Profile of Segment Researched: • Non-IABC customers • Adults roughly aged 20-65. • • • Occupation:student, coach, odontopediatric, and CEO. Education: in the process of getting a bachelors degree, completed a bachelors degree, and a master degree. 3 females and 3 males interviewed. Problem • The problem IABC has encountered is a lack of general awareness of their All Battery Centers and interest in stores themselves. The objectives of this How can we createthe consumer awareness about study are following: IABC stores? – – – – – How can we stimulate consumer interest in IABC stores? Where do non-existing customers purchase their batteries? What criteria is involved when consumers decide where and why to purchase their batteries? What is IABC’s brand positioning in the Key Insights • • • Women were more likely to go to a battery store like Batteries Plus or IABC because they do not have the background knowledge of specialized batteries Men would concentrate on finding the best price and quality product. Consumers stressed brand when it came to purchasing their batteries. – Brand loyalty was huge among alkaline battery Key insights (continued) • According to Mintel Reports, “Investments in brand equity have kept the battery market alive and profitable. – Consumers asked to select the highest quality brand select for the most part only one of two brands (Durable and Energizer), the same ones that account for 82% of FDM sales and invest $3080 million in advertising annually. Key insights (continued) • Our primary data suggests similar findings: – – – One respondent stated, “If I’ve never heard of the battery’s brand, I might not purchase it and [I will] pay a little more for a more recognized brand.” Consumers seemed to think that advertising for alkaline batteries is not as important as advertising for specialized batteries. Respondents also said that price was a major factor and that finding the best deal was very important to them. Key insights (continued) • • • Our interviewees also stated that the name was somewhat confusing. The name has no direct link to battery characteristics like longevity, or quality. They found the logo to be unfriendly and sort of Christmas-like because of the red and green color combination. Consumers also believe that specialized battery stores carry more expensive inventory Implications for advertising: • Advertise their products to a wider reach of people. – • To create more awareness and brand recognition as well as interest in the brand as a whole. The Interstate All Battery Center should advertise their centers regionally and in local markets. – mixture of radio and local television to get the reach and frequency that would be necessary to The End!