Summative Assessment of Applied Buyer Behaviour In Global Context - Assignment Example

Applied Buyer Behavior in Global Context MKT5A1 Summative assessment NIKE Name Executive summary Nike marketing is one of the most effective emotional branding in the marketing segment currently. This is a brand that is founded on a hero’s story which is turned on its head. It is noted that, instead of singling out an external enemy with an aim of inspiring customer loyalty, Nike pulls out the stops and focuses on an internal enemy - laziness’s. In actual facts the Nike advertising is well aware that people everybody always battle with our lazy side. For instance when the alarm goes off, the battle begins right there, choosing how long to run, the battle continues. With this in mind, Nike uses these emotional marketing to inspire customer loyalty. With the ever increasing popularity of women sports, Nike has crafted advertising messages which are aimed at women. For instance, there have been serious advertisements Campaign in Glamour, a magazine aimed at women between the ages of 18-34. Table of Contents Executive summary 2 Table of Contents 3 “Better for it” by Nike 4 Target Audience 5 Offer details 7 Time Placement 8 Advertising channel 9 Advertising intention 9 Perception 10 Buyer process 11 Involvement level 12 Marketing Mix 13 Evaluation and recommendation 14 References 15 “Better for it” by Nike https://www.youtube.com/watch?v=zzbjEMaDjrk&feature=youtu.be The first advert that this report will evaluate is an advert called “Better for it”. This campaign has already been launched this year which all about women finding motivation when they ignore the inner voice is telling them they can’t, calling for an inner though that tells they that they can. It is worth noting that, Nike has called on women to take on goals and workouts outside their conform zone through the use of running app which helps them track and share their goals (Ciambriello 2015). This new commercial captures the inner dialogue of women in a row of models during a spin class, a runner through half marathon and a beginner yogi who is not exposed to her surroundings. This is the largest initiative in supporting women athletic journey. It revolves around powering women to be better through services, product innovation and athlete inspiration and motivating each other to move to the next level. According to many, this is an advert that is positioned as less aggressive but equally motivating alternative to “just do it”. It is an encouragement to the women to be active irrespective of their athletic goals or even the level of experience. Target Audience This advertisement is targeting women. In actual facts it is said to be the biggest campaign ever that is concentrating on an everyday woman more than the more elite athlete. This is to what Nike has terms as the blooming aspect the active wear apparel industry or “athleisre. According to Nike, consumers are wearing active wear not only in the gym, buts as the work out, go out and even hanging out. The biggest outline in this advert is women who are not elites in whatever they are doing, with inner voices encouraging them to keep moving. It shows women running, at the gym lifting cycling and practicing yoga wearing Nike apparel. This ad touches on the common fault which is present in many women, the fact that they never fail to compare themselves with others at the gym. One of the most critical aspects here is that fact that, it uses real women, real bodies and real thought, not usual athletic advertisement. They are perfectly aware of their target market. In many studies women are as competitive as men and men are not easily swayed to discouragement when they compare themselves to others unlike women. In actual facts, it is a motivational athletic commercial and Nike women came up with their own new tagline ‘Better for It’. Moreover, it is clear to state that this tagline is far more and a better motivational tag which is more fitting for the campaign, even more than the original tagline, ‘Just do it’. It is recorded that, giant apparel giants like Under Armor and Adidas have substantial women campaigns but they have never acknowledged the psychology of women the way Nike has exonerated it. Additionally, there is a high demand for stylish athletic clothing and this therefore means that it is a campaign to reckon with in the recent past. Offer details This advert has much information to communicate about Nike as a brand. Nike serves as a global digital community of more than 70 million women who look at the brand, Nike athletes and to each other for inspiration through the social platforms like Facebook and twitter. The sport culture which is common in the current world has well being addressed in this matter. Most importantly, they have addressed the issue to do with the brand positioning in terms of not only targeting the athletes but also having stylish products which can be worn at any time, the leisure apparel. Time Placement “Better for It” was launched by W+K Portland which kicked off with the 60 second spot “Inner Thoughts” during the MTV Movie Award. It is part of Nike’s strategy to expand its women apparel line. Most importantly, their main issue is that, this campaign has been deemed to be a good example that advertising and marketing can inspire change and positive action, not always working towards selling products. They wanted to capture the attention of as many people as possible and at the same time raise awareness in the perfect time. Advertising channel The positioning of the “Better for It” ad on TV during MTV Movie Award was a strategic decision. However, this advert is primarily on the digital space, on Nike.com and on popular social medial platforms. Like youtube, Tumblr, instagram and twitter. The campaign will run through to 2016. At the same time, they have localized a global campaign kike this one through China KOL partnership to empower social fitness and most importantly in sharing on WeChat and brand mobile apps. This has raised Nike to a higher competitive edge, beating other giant companies like Adidas and Under Armor. With the utilization of the social media, they have positioned themselves to make accurate ads throughout the globe and this is expected to increase their market share and most importantly in encompassing their strategy through women who according to the statistics, they are and underserved population. The youtube videos they use have gone viral where they have hit more than a million viewers within a very short time increasing its chances more than its competitors. The statistics depict that, this commercial has been effective in its target market and has helped the company in meeting its aims and objectives. Advertising intention As stated above, the target audiences are women from all walks of life. This includes young professional who are not necessarily professional athletes. The commercial is all aimed at encouraging women to go ahead and continue exercising irrespective of their experience. This company is well known to coming up with high level adverts which are aimed at reaching the desired goals. This commercial is perfectly employed when there is less emphasis put on non athlete’s women population and most importantly linking them all into one platform helping them share their experiences as well as encourage each other. This in the long run locks the customers in. Perception The main goal for coming up with such an emotional advert is to create a specific perception in the mind of the target audience. This commercial has utilized both visual and sound to drive the point home and make it more attaching. This is well articulated in the beginning of the ad where there is an inner monologue which has more “I can’t” and why “I am here” statements in the inner thoughts. There is then exhaustion where there is an urge to quit and constant monition of the clock. Finally, there is a feeling of satisfaction and gain from the competition. This entirely means that, there is a motivational piece of work which speaks to all people and mostly women who have ever experienced fear of failing or looking inadequate in the gym. Many people can actually relate to the monologue for it is obvious many have said the same to themselves for a long time. most precisely, it connects with our inevitable inner cues but encourages one not to give up at all. It is noted that, it is an advert that connects with the deeper level with viewers and not only does it achieve in the selling of Nike products, but also helps in the rebranding of their women department to that is encompassing all women from any walk of life. All this has been employed in the advert to create the perception which wills later consumer’s emotions and feeling about Nike women products. This means that, Nike employed and a critical strategy in this advert through involving the psychological side of women and encouraging them to continue even when there are inner forces which are weighing them down (O'Reilly 2015). It is also clear that, they have managed to convey their message in a simple but profound way, to each and every viewer and mostly women. Buyer process There are many forces that hold many people from reaching their goals. Some of them can be overcome through perseverance and commitment. This advert uses method of motivation so as to go through the first process of decision making. The monologue and the visual demo involved create a need for a woman to buy a product. This therefore means that, time placement is critical in the success of this advert. All the individuals taking part in the advert has Nike products. This means that the brand message is cordially conveyed in all quarters. They have differentiated their products through the use of products which can be used at any time, not only in the gym but also for other purposes like going out. At the same time, the slogan and the message is all motivation. “Better for it” creates a sense of freedom and motivation to just do it. At the same time, not using renowned athletes makes the brand more exposed to common people who makes the biggest population and in this matter woman. At the same time, they have used healthy and good looking models which help in shaping the perceptions of the women population; they will act in order to be like them. There is actually a perception created that when you buy Nike products you will actually be a step away from change. At the same time, the motivation part of it creates a room for people becoming healthy persons and this changes their attitude at large. Involvement level The commercial has perfectly utilized labels video and sound to outline the most crucial features of the brand. In every stage of this clip, the main person is having Nike products and this exposes the brand at large. They have also a well representation of different cultures, ability and lifestyles which at the end attracts a wide range of target audience. Besides the perfect role of the actors, the background scenes are well blend. With the end results which are positive, a determination to complete the action, the emphasis focuses not only on the product but also on the determination, technique and concentration which in the long run increases effectiveness. Most importantly, the actor voice, lighting techniques makes the commercial more salient. It creates images in the viewers mind elevating the level of involvement increasing the aspect of the promotional aspect of the entire advert. The viewer is highly involved and encouraged to a act irrespective of the forces weighting her down. The actors succeed in overcoming the impossible challenges which provides the Nike products with supernatural power. The target audience can easily relate to the situation and the products and in the end they consider going for Nike products. The sound is also accurate in creating viewer participation relationship. The narration guides the viewer accurately through the commercial and drives the point home accurately. The main aim of an advert is to capture the attention of the viewer and this has been achieved in this commercial. Marketing Mix There is a strong marketing mix strategy in this commercial. The following two aspects has been accurately covered in the advert. Product – the products covered in the advert are shoes and apparel. This are are among the top selling product categories. With the actor having a product from Nike, they increase product awareness in a big way. Promotion – the main aim of this advert is to create a feeling that Nike helps in achieving goals which might be hard to achieve on the beginning. The advert uses different paces to appeal to larger audience dynamic movement and coverage accompanies by calm background music. This creates the high class perception of Nike products. Evaluation and recommendation To sum it all, “Better for It” advertisement is an well articulated piece of work that utilizes the buyer process and perception tool. The monologue and the background music create a connection to the viewer who yearns for what will happen at the end. The entire advert borrows from the psychological point of view where women are known to be weight by comparing themselves to others. The most important issue is helping them overcome the inner voices so as to achieve the desired end results. In the middle of the script, the actor almost gives up. She is very much weighed down by many fears and perceptions but in the end she makes it, and in fact desires to go again with a notion that, “I did it” and so I can make it even any other time. There is one issue that has not be addressed accurately. Through the use of models who have nice looking bodies maybe seen as biasness. Obesity is the main cause of low self esteem. It is very important to encourage even those who may be suffering from obesity to keep on being involved in physical activities. In actual facts, obesity is the main cause of many women health issues. Many could argue that, they would have used people struggling with their weight so as to achieve a normal body weight and this would have gone a long way in encouraging those who think that they cannot make it. But on the other hand, the main aim of this advert is to show that everything is possible when one is determined. So the best thing is to employ determination and self discipline irrespective of the current situation. This commercial has tackled issues which are common in real world. When one is willing to achieve something, there are fears that incapacitate the achievement of the same. In actual facts, when one sets out to achieve certain goals, there are forces which will act as stumbling blocks to discourage one from persisting. This advert has accurately communicated to many that, they can stand the test if they do not give up and that they can achieve all that they are willing to achieve when they have the right appliances to. With a comfortable shoe, and digital appliances, the actors have been comfortable in going all the way to the end. With this they mean that, with Nike products, you can achieve it, you are better for it. References "Better For It Inner Thoughts." YouTube. YouTube, 12 Apr. 2015. Web. 6 July 2015. Ciambriello, Roo. 2015. "Nike Turns Can't Into Can in Its Largest Women's Campaign Ever." AdWeek. AdWeek, 14 Apr. 2015.. O'Reilly, Lara. 2015 "Nike Is Making Its Biggest Ever Women's Push." Business Insider. Business Insider, Inc, 13 Apr. 2015. Read More