Let us assume that a customer is not as rational as we think he is!
The need-purchase-benefit formula seems to be too old in a modern contest in which the consumption mainly answers to pshicological,subjective, and emotional necessities.Nowadays, the real challenge is not among products but among the perceptions customers have on products. So illustrating all the properties of a product sometimes turns to be useless in a world in which for each category there are so many products with similar or equivalent quality.And it is for that reason that communication and marketing,which work on consumers perceptions,make the real difference.
A way to influence and involve the customer under an emotional point of view is to give the product a strong identity,directly linking that product with a widespread value.Let’s take the example of Heineken.As we can see
The need-purchase-benefit formula seems to be too old in a modern contest in which the consumption mainly answers to pshicological,subjective, and emotional necessities.Nowadays, the real challenge is not among products but among the perceptions customers have on products. So illustrating all the properties of a product sometimes turns to be useless in a world in which for each category there are so many products with similar or equivalent quality.And it is for that reason that communication and marketing,which work on consumers perceptions,make the real difference.
A way to influence and involve the customer under an emotional point of view is to give the product a strong identity,directly linking that product with a widespread value.Let’s take the example of Heineken.As we can see
Heineken’s advertising campaign used to build a strong relationship between Heineken beer and friendship,one of the most important and common values in life.The purpose of this ad is not to illustrate all the properties of Heineken beer,but to create a strong link between beer and friendship, and thus Heineken turns out to be “THE FRIENDSHIP BEER”.
When I first saw this ad,I immediately thought to show it to my friends.The next day some of them came to my house and unexpectedly brought a case of beers.Just guess which was the brand??Heineken,obviously,the friendship beer.From then on my friends and I always get a Heineken when there is an event to celebrate!!!
Cheers
Hi, this is a comment.
To delete a comment, just log in and view the post's comments. There you will have the option to edit or delete them.