Consumption Journal Analysis Sample

Phase I

Maintaining a Consumption Journal

Phase II

Selection of 10 Products

Nestle Milo Drink

Introduction

• • • Milo is an instant vitamin and mineral enriched drink energy drink It is a blend of milk, coco and other vital components that provide immediate refreshment to drinkers It is the choice of the children and the youngsters

Ad Analysis

Milo Ad Analysis

• • • Energetic and Sporty Lifestyle Targeting the Self-oriented values Use of Green colour  It symbolizes health, growth, renewal, life, nature, good luck, and high spirits of motivation  green color also helps to calm down blood pressures and motivates depress people to return to a healthy life

• Attracting the chocolate lovers -the rich cocoa color of the drink tantalizes the taste bud • It is also providing the recipes to prepare the drink at home, eradicating all the hurdles to try it • The minor details like sizes available, packaging, preparation tips, nutritional value helps in decision making process

•

Relevance of the Advertisement

Perfect usage of media- they have targeted the energetic, active and sporty lifestyle of the youth because such energetic and offbeat advertisements attract the youth • The descriptions on the packaging are a so influential as they are revealing the

energetic, nutritious, mineral and vitamin-enriched qualities of the drink

• The visual graphics of the ad are

perfectly portraying the real essence of the product

• In the light of consumer behaviour concepts

this ad is relevant enough to cater the target market efficiently.

Demographics

Demographics describes a population in term of its size, structure and distribution

• • Children and the youngsters (Generation Y) Most of the consumers of Milo financially dependent upon their parents are • Educated and well aware urban population  Health conscious  Sports lovers

Lifestyle

Lifestyle focuses on how the individual lives

• They are highly involved in sports like football, cricket, badminton, basketball • They exercise in gyms like Shapes, Sukh Cha’n

Wellness Club, Gymkhana

• College and school cafes, side bars in gyms and alleys are the places from where they purchase such drinks • They like to do hang-outs and love outdoor

recreations

• They spend much of their pocket money on fast food, sports, music, clothing and movies

Social Class

The consumers of this social class belongs to: Upper Class Upper middle Class

Milo Consumers

Household Structure

• • •

Young single stage Married with young children stage Solo parents stage with young children

These stages show consumption of this drink is in those households where there is significance of youngsters and children that the main

Reference Group

Reference group is a group that an individual uses as a guide for behaviour in some specific situation.

• • • • Informational influence Word-of-mouth (friends circle and team mates) Visible brand name of Nestle makes the group influence stronger Healthy and energetic ingredients are also a major source of influence

Culture

• • • • •

Culture includes knowledge, beliefs, customs, habits acquired by an individual as a member of a society.

In our culture the targeted population behaves in following ways: Youth is vital, active, enthusiastic and highly involved in sports & outdoor recreation They adapt Courageous and Independent

behaviours

Expriencers-savour new and in-vogue stuff They value their friend’s opinions and usually follow them

Health conscious people

IDENTIFICATION OF CONSUMER BEHAVIOR CONCEPTS

IN THE LIGHT OF THE UFONE PRE-PAY ADVERTISEMENT

• • • • • A striking combination of orange, green and white is used Part of marketing strategy Stimulates and persuades users to try the product.

It adds life to the product packaging and seeks

attention

Endorsement of young celebrities is a source of motivation

IDENTIFICATION OF CONSUMER BEHAVIOR CONCEPTS

IN THE LIGHT OF THE UFONE PRE-PAY ADVERTISEMENT

• • • • Color combination of orange and green is evolved from a ritual of Netherlands where, orange is regarded as royal color green is regarded as a symbol of growth white symbolizes simple living

- INEXPENSIVE ROYALTY-

DEMOGRAPHICS

• • •

Size

individuals in the population

Structure

age income, education and occupation

Distribution

sub-urban, rural etc location of the population in terms of urban,

DEMOGRAPHICS

• •

1. Individuals who have limited budget 2. Younger generation

Financial liabilities Children who are financially dependent

DEMOGRAPHICS

Education

is not a relevant factor • • •

Occupation:-

Mainly blue-collared, Limited budget people The students who are dependent on their limited pocket-money or other forms of financing done by their parents mainly • • • •

Income factor:-

Middle class Lower-middle class and Lower class As well as the children of upper-middle class

DEMOGRAPHICS

• • •

Population Distribution:-

Used by the people of all areas, whether they belong to urban, sub-urban or the rural areas with Financial pressures

Budget limitations

However, exceptions are always there and as we know that we, here are talking about the general and frequent users of this lawn

• • • • • • • • •

PSYCHOGRAPHICS AND ITS DETERMINANTS

Demographics (discussed earlier) Social Class Reference groups Households Emotions Personality Motives, Perception and Learning Marketing activities Culture, Values and Norms

SOCIAL CLASS

• • • • • Price range lies between Rs.100 to Rs.1000

Used by the lower and middle class

mainly

Children of upper-middle class as well as

the working class Experiencers (VALS)

This ad is majorly depicts the university, college going students or youngsters which are money dependent

REFERENCE GROUPS

• • • • Informational group influence is prevalent Young people are well-integrated Meeting and seeing each other more than one time in a day Having similar connections will lessen the financial pressure to a greater extend.

REFERENCE GROUPS

• • • • Brand is visible and of a household use The group influence will be low for a pre paid connection as it is a necessity.

However, the group influence for the choice of that connection may be high Ad is mainly catering the people who are

financially

committed, increases the group influence.

burdened or dependent, therefore the product is relevant to the reference groups which ultimately

HOUSEHOLDS

• Dependency of households over each other is relatively higher and mainly family households are seen

Household life Cycle

Financially committed or dependent people, we will se that the consumption rate would be relatively higher among • • •

Young Single Stage (living at home, working) The solo parent I: Young solo parents stage The solo parent II: Middle-aged singles with children at home

IMPACT OF CULTURE ON CONSUMER BEHAVIOR AND ADVERTISING

• • • Performance vs. Status orientation Tradition vs. Change orientation Active vs. Passive orientation

CULTURE

• • • Pakistani society is a:

Status oriented society

as a cheap brand showing real target market, i.e. the lower, lower-middle and middle class, it may be stereotyped and positioned

Change welcoming society

twisted ad with changed elements of style, fashion with the competitive rates showing a

Passive oriented society

prefer leisure over luxury where they

TIME PERSPECTIVE IN THE LIGHT OF THE AD

• •

Polychronic Society

Where many things are done at the same time i.e. university, work, party, hang outs, and sometimes working part-time as well Highly distractible due to load of work and promises and leisure activities

•

AGE SUBCULTURES W.R.T THE AD

Targeting GenY • High conformity to the new innovative ideas • Experiencers: less money but so much to adventure and experience • Acquire independence or minimum dependence of their parents • Daring and rebellious •

Consider themselves as right

• Diverse generation where if there are sportists, groovers, and stylists on one hand but on the other there may be loners and fringe dwellers etc.

AGE SUBCULTURES

Actually are targeting both Generation Y as well as the

lower, lower-middle and middle class members of Generation X

RELAVENCE OF THE AD WITH CONSUMER BEHAVIOR?

• • • Ads of Ufone pre-pay generally show Youngsters (or Youth) here is depicting an energetic class who are daring technophiles, always ready to come up and try different innovations These young people are well-integrated, meeting and seeing each other more than one time in a day The activity of these people make them to influence each other

RELAVENCE OF THE AD WITH CONSUMER BEHAVIOR?

• • • • • • Not only catering and targeting the youngsters They are trying to target all the financially

committed people in an elegant way

Showing blue-collared middle class or lower class may not be that effective stereo-typing and perceiving the brand position the product in an undesirable manner reducing the sales and customers of Ufone pre pay

RELAVENCE?

Therefore, we can say that youngsters, as shown in the ad, on one hand are a great symbol of budget limited, financially dependent people who on the other hand are innovative, active and excessively influential

RELAVENCE OF THE AD WITH CONSUMER BEHAVIOR?

CONCLUSION

YES! Ufone advertisements very much fit into the identified target market both directly and indirectly, yet in a great elegant economical way