Oh the video is finally over! It was very long and I did not enjoy every part of the video. The part that grabbed my attention the most was when an African American man was being surveyed for bread. I think his expressions were absolutely worth watching!
Dr. Rapaille’sThree-stage Technique
Dr. Rapaille’s insights were great. He believed that his three-stage process allows him to understand the customer’s actual needs. I really enjoyed the way he described the three-stage process which includes: (1) Past reason, (2) Through emotion, and (3) Primal core.
First step in the three-stage technique is the “Past reason” which starts out with the cortex part of the brain. As we see in the video Dr. Rapaille starts out the first step by organizing a focus group. To break the code for “luxury” he involves an activity and asks all the participants to say any words that come to their minds when they hear the word “luxury”. As Dr. Rapaille said, people think they are very intelligent and by conducting such kind of an activity, he is giving a change to all the participants to show their intelligence. At this stage the answers do not matter as they can say whatever they want.
Second stage is the “Through Emotions.” At this stage Dr. Rapaille asks all the participants to think from a different perspective and to do so he asks all the participants to tell him a story as if they were talking to a five year old child from a different planet. At this stage participants are not trying to be intelligent or logical, they just think from a five year old perspective. At this stage they don’t understand what they are doing anymore. While all the participants are confused Dr. Rapaille does his observation.
Third stage is the “Primal Core.” This is the most important stage of the three stages. This is the stage where all the decisions take place. In this stage Dr. Rapaille removes all the chairs from the hall and replaces them with pillows. He switched off the lights and asks everyone to relax and think about the first experience they had with what they are trying to understand. After a while he switched the lights back on and asked all the participants to write about their first experience. This step of the process takes the participant years back and thus creates the primal core.
An example of his finding was the code word for the SUVs. After his intense research he comes with the code word for SUVs which was “domination.” He advises the SUV makers to make the vehicle big and tint the windows. He tells them to give the customers what they are looking for. When I think of this car example I do agree that people want bigger space in car. I prefer my car to be spacious so that when more then one person sits in the car it is not too crowded. I also prefer to have a car that has tinted windows.
Song Airline
I think that all the ideas Song Airline had were great. They tried a lot of new things and as always it’s a big risk when you start something new that differentiates from the current trend. Their target market was mainly women. They provided great services such as organic food, Dish Network Satellite TV, and low fares. Because their target market was women, they focused on children as well by making the seats bright and colorful. The way they hired their employees was different. Instead of interviewing the applicants they auditioned them to see how well they fit in the “Song.”
With all these great and new features I think Song Airline should not have emphasized on women only. If this airline had still existed, I would have definitely wanted to try it once, but I don’t think I would fly in this regularly. With the ads I saw in the video, it seemed like its going to be some airline only designed for mothers and their children. I don’t think I would want to spend the entire time on the flight with kids making noises, as it is the plane is noisy it self. Because of this image, I think a lot of the travelers ignored the airline. They could have emphasized on the women but they should have also considered other travelers as well.
Wednesday, March 25, 2009
Monday, March 9, 2009
Blog 5
While reading the Pepsi vs. Coke in “Kenna’s Dilemma” an advertisement randomly came in my mind:
http://www.youtube.com/watch?v=QLiBszzKmqw
It was interesting to read about Pepsi vs. Coke and with their battle of becoming number one drinks, this advertisement came in mind. The advertisement is really funny and rude at the same time.
“Kenna’s Dilemma” had great points which mentioned great examples that marketers can use when it comes to studying about customer insights and experience. One of the interesting points mentioned in the reading was whether if you test out the product for a period of time before making it your ultimate choice or should you decide by just taking a first look at it. The example given in the reading was between Pepsi and Coke. This battle of Pepsi vs. Coke happens in my family every time! My sisters like Pepsi because it’s sweeter than Coke. I like Coke because I like my drink to be a little strong. I can’t drink Pepsi after a few sips because it’s too sweet for me. Because Coke is a bit strong it gives me time to enjoy my drink slowly. Pepsi after a while turns so sweet for me that I can drink it almost like water. Also, the taste of Pepsi turns nasty after a few sips.
From the reading, I would like to agree that you should definitely try the product for a while before making it your final choice. An example of the Sip test that I can think of is comparing Dove chocolate with Ferrero Rocher chocolate. Dove, from its packaging, looks so yummy and seems like I can eat this chocolate forever! I love their packaging. The packet is brown with different pictures of chocolates, depending on the kind you want. The dripping of chocolate and the feel of the paper on the packet attracts me alot! The paper they use is so smooth and the chocolate melting pictures makes it look like smooth and delicious! I end up buying the chocolate but I cannot eat this chocolate for long! I can have a bite or two and it gets very sweet for me afterwards. It’s a good yummy bite, but I am a chocolate lover and I want to eat more than just a bite!
Comparing Ferrero Rocher to Dove, I don’t like their packaging. It’s not appealing to me at all. There are no pictures to allure me and even the packaging is simple. I did not eat this chocolate when I was first offered from my friend. I finally tried it since my sister was eating it in front of me. I loved it from the very first bite. I ate all three pieces of chocolate she gave me. It gives me a nice flavor, the outer part of chocolate is crispy and there is melted chocolate in between with hazelnut. It not too sweet and I can eat the entire packet at one time. I think it is really important that a product stays in market for long term. A sip test might not be enough to keep the product in market for long. Just because customers liked the first bite/sip of the product, they will like to consume the entire product. I have reduced buying Dove because I feel it is a waste of money if I cannot eat the entire chocolate.
Another interesting lesson was about packaging of products. I think it is really important that you market the product according to the product itself and then according to the location of market in which you are selling. I say this because I remember going to CVS with an international friend of mine from India. I was sick with cold and cough and wanted a medicine for myself. While I picked the “night time” tablets, my friend told me the medicine seemed bad and I should not buy it. On asking her the reason, she said the packaging was too dark and gives her a sad feeling. The colors are black and blue which are too dull and so I should stick with the day time medicine. According to her the “day time” medicine was better looking with bright sun shining. It was really interesting to see how the views on packaging differ from one country to another. With the “night time” medicine I had a feeling of a nice relaxing sleep while she had the feeling of sad and unhappy mood.
For me packaging plays an important role. I go by what looks pretty and appealing to me. I don’t eat alot of Dove chocolate but do use Dove beauty products such as Dove body lotions and soap bars. Dove offers a great scent and leaves my skin feeling really smooth. I have to use lotion every day and almost every two three hours, especially for my hands. Now I do know that Dove lotions are my number one choice for lotion. Regardless of the kind of lotion I choose, I will still be offered a great scent and the smooth feel. With that being satisfied I like to choose my bottle in Green, because green is my favorite color, while my sister picks Purple, because purple is her favorite color. Now talking about the soap bars, I am satisfied that no matter which Dove soap bar I choose I will be offered a great scent and will feel a clean smooth skin after using the soap. I NEVER choose their maroon soap bar nor lotion. The color just looks ugly and I don’t feel I will be satisfied choosing it. I like soft colors and that is why I go for more light colors like light orange with flowers or light green with white. Even though I know they all provide with the same thing I want, I go with the colors and packaging of a product.
I think it is really important for marketers to see how they package their products. Who they are going to market this product to? If it’s a young target market they should do the research on which colors are happening among young generation. Packaging does make a product either a success or a failure. Like the example I gave of my friend, she would probably never buy the “night time” medicine and maybe if the marketers offer the same packaging in India it might not work.
http://www.youtube.com/watch?v=QLiBszzKmqw
It was interesting to read about Pepsi vs. Coke and with their battle of becoming number one drinks, this advertisement came in mind. The advertisement is really funny and rude at the same time.
“Kenna’s Dilemma” had great points which mentioned great examples that marketers can use when it comes to studying about customer insights and experience. One of the interesting points mentioned in the reading was whether if you test out the product for a period of time before making it your ultimate choice or should you decide by just taking a first look at it. The example given in the reading was between Pepsi and Coke. This battle of Pepsi vs. Coke happens in my family every time! My sisters like Pepsi because it’s sweeter than Coke. I like Coke because I like my drink to be a little strong. I can’t drink Pepsi after a few sips because it’s too sweet for me. Because Coke is a bit strong it gives me time to enjoy my drink slowly. Pepsi after a while turns so sweet for me that I can drink it almost like water. Also, the taste of Pepsi turns nasty after a few sips.
From the reading, I would like to agree that you should definitely try the product for a while before making it your final choice. An example of the Sip test that I can think of is comparing Dove chocolate with Ferrero Rocher chocolate. Dove, from its packaging, looks so yummy and seems like I can eat this chocolate forever! I love their packaging. The packet is brown with different pictures of chocolates, depending on the kind you want. The dripping of chocolate and the feel of the paper on the packet attracts me alot! The paper they use is so smooth and the chocolate melting pictures makes it look like smooth and delicious! I end up buying the chocolate but I cannot eat this chocolate for long! I can have a bite or two and it gets very sweet for me afterwards. It’s a good yummy bite, but I am a chocolate lover and I want to eat more than just a bite!
Comparing Ferrero Rocher to Dove, I don’t like their packaging. It’s not appealing to me at all. There are no pictures to allure me and even the packaging is simple. I did not eat this chocolate when I was first offered from my friend. I finally tried it since my sister was eating it in front of me. I loved it from the very first bite. I ate all three pieces of chocolate she gave me. It gives me a nice flavor, the outer part of chocolate is crispy and there is melted chocolate in between with hazelnut. It not too sweet and I can eat the entire packet at one time. I think it is really important that a product stays in market for long term. A sip test might not be enough to keep the product in market for long. Just because customers liked the first bite/sip of the product, they will like to consume the entire product. I have reduced buying Dove because I feel it is a waste of money if I cannot eat the entire chocolate.
Another interesting lesson was about packaging of products. I think it is really important that you market the product according to the product itself and then according to the location of market in which you are selling. I say this because I remember going to CVS with an international friend of mine from India. I was sick with cold and cough and wanted a medicine for myself. While I picked the “night time” tablets, my friend told me the medicine seemed bad and I should not buy it. On asking her the reason, she said the packaging was too dark and gives her a sad feeling. The colors are black and blue which are too dull and so I should stick with the day time medicine. According to her the “day time” medicine was better looking with bright sun shining. It was really interesting to see how the views on packaging differ from one country to another. With the “night time” medicine I had a feeling of a nice relaxing sleep while she had the feeling of sad and unhappy mood.
For me packaging plays an important role. I go by what looks pretty and appealing to me. I don’t eat alot of Dove chocolate but do use Dove beauty products such as Dove body lotions and soap bars. Dove offers a great scent and leaves my skin feeling really smooth. I have to use lotion every day and almost every two three hours, especially for my hands. Now I do know that Dove lotions are my number one choice for lotion. Regardless of the kind of lotion I choose, I will still be offered a great scent and the smooth feel. With that being satisfied I like to choose my bottle in Green, because green is my favorite color, while my sister picks Purple, because purple is her favorite color. Now talking about the soap bars, I am satisfied that no matter which Dove soap bar I choose I will be offered a great scent and will feel a clean smooth skin after using the soap. I NEVER choose their maroon soap bar nor lotion. The color just looks ugly and I don’t feel I will be satisfied choosing it. I like soft colors and that is why I go for more light colors like light orange with flowers or light green with white. Even though I know they all provide with the same thing I want, I go with the colors and packaging of a product.
I think it is really important for marketers to see how they package their products. Who they are going to market this product to? If it’s a young target market they should do the research on which colors are happening among young generation. Packaging does make a product either a success or a failure. Like the example I gave of my friend, she would probably never buy the “night time” medicine and maybe if the marketers offer the same packaging in India it might not work.
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