IMC: Milestone 2
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IMC: Milestone 2
Milestone 2 of Assignment 2
Curated by Cecilia Sagote
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Scooped by Cecilia Sagote!

Consumers on auto-pilot and buy out of habit: Survey - StartupSmart

Consumers on auto-pilot and buy out of habit: Survey - StartupSmart | IMC: Milestone 2 |
Consumers on auto-pilot and buy out of habit: Survey
It found consumers are not making conscious decisions about purchasing when habit is driving behaviour.
Cecilia Sagote's insight:

Habitual shopping: It is natural for consumers to continue to buy the same brands particularly if they've had good experiences with the brand. Perception I believe plays a big part. Perceptual process can be influenced by characteristics of a stimulus, size , color etc.  Some of these brands that the consumers loyally use may simply be because of what the brand packaging "says" to them. For example Homebrand has a very simple packaging that can give off the idea the idea that they are cheaper (but do the same job) as normal bread.


What the article says about mothers having similar buying habits can be true. Especially with those who have families, then cheaper brands (that still do a good job like homebrand) will always be a popular brand with them.


In the case of new mothers, then brand quality would be important such as with items like , high quality milk powder, good qualitie nappies (then they would tend to be more selective and careful) hence more so loyal with particular baby brands.

Sam Russell's curator insight, April 9, 2013 10:26 AM

This article explains how the consumer will buy the same thing each time they do the regular shopping. And who wouldnt? all human behaviour is habbitual as it makes things easier. If a consumer has used a product once in the past and found it to mee their demand, they are going to buy it again and again because who would want to go shopping each week and each week research all the different other option of that product category and buy them with the risk of knowing it might not meet their expectations.


Deelan Patel's comment, April 9, 2013 4:19 PM
its true, once you like a certain brand, your going to stick to it. most people don' t like going out of their comfort zone to much. im also like that personally, i tend to stick to the brands i know and trust
Chris Mays's comment, April 9, 2013 5:00 PM
Well said guys. I tend to stick to brands that I've had a good experience with. Whether the product was at a good price or I liked it, sticking to brands I've used before seems to be a safer option. Sam's comment that human behaviour is habitual is relevant because it is. Adopting habits make everyday tasks, such as shopping quicker and easier.
Scooped by Cecilia Sagote!

Best Advice for New JC Penney CEO: Sell Quickly

Best Advice for New JC Penney CEO: Sell Quickly | IMC: Milestone 2 |
What do you do when the reason for your existence ceases to exist? You go away. You don’t have a choice in that. All you can hope to influence is when and how you go away in order to maximize residual value for all the stakeholders.
Cecilia Sagote's insight:

George Bradts (Author's) recommendation for Myron Ullman CEO is a valuable one - One of his suggestions re: her 100 day plan to cease business at JC Penny is that they "begin communication to prepare people for acquisition, while keeping them engaged in the current business."


This would be emphasizing 'relationship marketing' in this strategy - which involves creating, maintaining and enhancing long-term relationships with individual customers and stakeholders for mutual benefit. As evident in this article, JC Penney are due to close down as underwear is very much available at competitor outlets.  It is a reflection that consumers desire Superior customer value - whether it be better brand, comfort or simply the convenience of location of the other stores.


This is the reason for the "quick shut down". As article states, the longer they fight to survive, the less value will remain when they finally cease to exist.


Brandts suggestions of constant communication to keep value of JC Penney up when they do shutdown is part of this 100 day pan and should be implemented: Communication - over-communicate to the broader group to keep people engaged and informed as appropriate.

Cecilia Sagote's comment, April 9, 2013 11:03 PM
Thanks! will edit cheers
Rescooped by Cecilia Sagote from Emotional responses, consumer behavior; Program planning and budgeting!

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program

IMCrazy: Establishing Objectives and Budgeting for the Promotional Program | IMC: Milestone 2 |

Via Mike Kirkwood, Connie Guan
Cecilia Sagote's insight:

Marketing objectives are essential before anything else. First they provide benchmarks and secondly they are measureable. If these are achieved then obviously sales objectives will naturally be achieved also.


Without these objectives it is difficult to determine the advertising and promotion efforts accomplished.


Communication plays a vital role here. Like the article states, the interaction and sharing of the ideas among the group makes easier to set objectives accurately. Any outside parties (outsourced parties) ie PR Agencies, publication relations etc must first and foremost know the objectives of the company in order to create their strategies and be successful and also align their practices with the companies values.

Manasi Ambavane's comment, August 22, 2013 10:56 PM
Yes Renay i agree with your point like advertising is really important for the brand as to get awareness of the product. All consumers should be aware of the products and services launched in the market. In article it states that marketer should have objectives of share, profits etc.
Aleisha Snell's comment, August 23, 2013 12:09 AM
All businesses have expenses they need to allocate within the company. A major expense that's evident is the marketing and advertising expense. This can be in a companies favour however also it can be in a negative light. If they allocate to much money to marketing and it doesn't generate the right response then it is a negative aspect for the business. Although, if they generate a lot of sales from the amount of money spent than it can be positive. Businesses need to be logical and strategic when allocating a budget as they need to be able to break even as well as maintaining a consistent level of consumers that are in their target group.
Duncan Robertson's comment, September 23, 2013 9:18 PM
I agree with Andre's insight: by developing all the objectives, analysing budgets and adjusting the promotional plan will create a road of success to your business. As Andre states: ''The primary role of IMC is to communicate the brands knowledge and interest, favourable attitudes and image and purchase intentions.'