Apply the categorization model to a product category other than beverages. How d

Question

Apply the categorization model to a product category other than beverages. How do consumers make decisions whether or not to buy the product, and how do they arrive at their final brand decision? Pick a brand. Describe its breadth and depth of awareness. Can you think of any negatively correlated attributes and benefits other than those listed in the book? Can you think of any other strategies to deal with negatively correlated attributes and benefits? Think of one of your favorite brands. Can you come up with a brand mantra to capture its positioning?

Explanation / Answer

Let us pick the product of Godrej air conditioners.

Consumers make a decision whether or not to buy a product based on various factors. First and foremost will be the review from the customers, who had already purchased that product. The next will be the life expectancy of the particular product. The next will be maintenance cost involved with the product. Then finally will be the resale value of the product, if the consumer wants to dispose the product and need to buy a new product.

Godrej is a very trusted brand in the Asian countries. Almost all the people in the country knows the brand Godrej. The brand Godrej is in the business now for more than 40 years now. Apart from the air conditioners, they are into other products also. Hence it has very good depth and breadth in terms of awareness.

The main major negative attribute is that, since it is in the business for more than 40 years, it has a brand of being an old timer. It has a feeling among the consumers whether these people are being updated with the new technology that is available in the industry. If the company comes up with the new trendy brand line or motto it could easily compete with the newer trends in the society.

The new trendy brand mantra could be "Go for Godrej"

Related Questions

Navigate

• Browse (All)
• Browse A
• Subjects

Integrity-first tutoring: explanations and feedback only — we do not complete graded work. Learn more.