1. The statement emphasises the importance of focussing in what clients want.

People today
are more focussed on solving their problems, they are ready to switch to other brands if the
current one is not addressing their problems. Through lipstick what people want is an
appearance that enhances their looks, it is also been noted that it acts as an instant
confidence booster and by purchasing an insurance people are looking for an immediate
source of income, resolve the debt repayments problem when the purchaser passes away.
2. The locus of competitive advantage has now shifted from inside the firm to outside the firm
and the advantage is accumulative rather than eroding over time, it grows with time and
experience. In the automobile sector the introduction of Maruti Suzuki(M&S) arena is
focussed on providing an experience to the consumer where they can get help in choosing a
product, modify the products as per their choice as shown in the add :
https://www.marutisuzuki.com/arenaworld/videos/maruti-suzuki-arena-full-tvc-2018-ft-
varun-dhawan . In the same industry Hyundai’s brilliant moments campaign focuses on how
the car has been useful in specific situation. They are trying to create the personal connect
with the customers. Add: https://www.youtube.com/watch?v=1fivgi72rmo .
In the snacks and food category too yum is giving a healthy proposition by using the line
“baked and not fried” in its communications. This addresses the change in trend of the
consumer to healthy products. Add: https://www.youtube.com/watch?v=sJmSnHCTDIw .
3. The differences in the three problem-solving decision making approaches are:
a. In extensive problem solving the consumer has to establish the criteria of evaluation
whereas in the other two methods the consumer already has an established criteria
for evaluation.
b. In limited problem solving although the consumer has established a criteria for
evaluation but still needs additional information about the differences between
various brands, this happens when consumer is buying an updated version of
product which they already had bought before.
c. In routinized response behaviour the customer does not need to establish criteria
for evaluating them.
Sugar: routinized response behaviour
Smart phone: limited problem solving
Men’s aftershave lotion: routinized problem solving
Luxury car: Extensive problem solving

4. Two adds depicting social marketing :

- Make Love Not Scars ‘#EndAcidSale’ NGO ‘Make Love Not Scars’ that helps survivors,
launched a petition campaign in association with Ogilvy & Mather, called #EndAcidSale.
The idea was to move for a complete ban on toilet-cleaning acid and stronger
implementation of Poisons Act and Poisons Rules. This campaign is in line with the aim
of social marketing i.e. human welfare before profits and wants. Link:
https://www.youtube.com/watch?time_continue=6&v=1arcR1fU4hY
- Nivea India ‘Mom’s Touch’ Nivea partnered with Aseema Charitable Trust, an
organization dedicated to provide quality education to children from marginalized
communities. The social media driven campaign portrayed the story of some
extraordinary mothers who want the best future for their child, despite having faced
adversities all throughout their own lives. Link:
https://www.youtube.com/watch?time_continue=31&v=Q0iSn2alwc8
Two adds contradicting the concepts:
 - The advertisements by alcohol brands are not suitable as they depict that behaviour of
people will not change as in the advertisements by imperial blue the line “men will be
men” is focussing on the typical habits of men.
5. Demographic information is the most accessible and cost effective way to identify a target
market. Demographics are easier to measure than other segmentation variables. Most
secondary data (e.g. census data) are expressed in demographic terms and most media
develop demographic profiles of their audiences. Also, demographic trends reveal shifts in
age and income distribution (e.g. a 55+ population segment with a large spending power)
that signal business opportunities for marketer.
The disadvantages of the demographic segmentation is that it can make the organization
vulnerable to competitors as they also may try to use the same techniques and lure away
the customers. It may also be the case that an organization may spend all of its resources
and efforts on a particular demographics and wasting it efforts while focussing on the wrong
target group and ignoring the wide set of people. Demographics, tend to be one-
dimensional because it provides information on the potential for usage but not on why a
particular brand is used or exactly who uses it.
Demographics and psychographics can be used for segmentation as in the case of lifestyle
product such as Zara stores market themselves on the basis of lifestyle targeting the
customers who want the latest clothing and most fashionable items. Similarly, Arrow
markets focus on the office lifestyle where probably your bosses shop for the sharp clothing.
The demographics for this kind of targeting are SEC- A1,A2.

6. The advantages in such a scenario is that the customer is a heavy user , so they organization
need not invest a large amount in marketing activities and just focus on targeting heavy
users, which would help in increasing the profit margins for the organization. But, if other
players also target the same then it would lead to market saturation and profits would
decline.
7.
- Awareness status is most appropriate for segmenting the market for a new product. For
example, if most potential consumers are unaware of the product, the marketer should
design an awareness-building promotional campaign. Later on, when most potential
buyers become aware of the product, the advertising should be designed to get
consumers to desire and actually buy the product
- Brand loyalty can be used in segmentation in several ways. For example, a marketer of
instant coffee should: 1) Study the characteristics of its “hard core” loyal customers and
support their loyalty with special deals and promotions. The company should also target
consumers with similar characteristics within the larger population. 2) The marketer
should also study consumers who are loyal to two or three brands of coffee, including its
own brand. These brands should be those that are similar to its own brand because such
data will show the firm the brands that are its closest competitors. 3) By studying
consumers who show no loyalty to any brand, the company may decide whether such
customers are worth attracting and how to do so.
- Use-situation analysis can help marketers to increase product usage. For example,
Cadbury marketers aggressively promote their product celebration pack around Raksha
Bandhan, Diwali and other occasions in order to boost sales.
8. The absolute threshold is the minimum is the minimum intensity of stimulus required to be
perceived. It is the intensity amount which is needed to detect the difference between
something and nothing. The differential threshold is the difference that can be detected
 between two stimuli, it is also known as just noticeable difference. Absolute threshold is
more important for the marketer as they want the stimuli to be perceived by the consumer
or else no stimulus will be perceived. Absolute threshold must exist for any differential
threshold to be perceived by the consumer.
9. Being a health conscious person , I tend to avoid wafers like lays , uncle chips but when I
watched the advertisement of too yumm which mentioned that it is baked and fried chips.
This led to change in the attitude towards the chips that they can be healthy also.
While purchasing a helmet I was not sure about which brand to for between the price range
of 2K- 2.5 K . Some the brands that are available in this range are studds, steelbird and cross.
One of my friends who has a studds helmet helped me buying the product of the same
brand as it was reliable. He had been using that for the past one year.
10. The attitude of the can be altered in two ways: Changing an offering’s overall image and
referring to specific product attributes.
Changing an offering’s overall image:
a. Change belief about the product: This means to change beliefs in order to change
the attitude of the consumer towards the brand. For example after the maggi
controversy happened the advertisements were focussing on changing the attitude
of the consumers towards the product that the product is safe to consume.
b. Changing brand image: this refers to identifying the brand with its uniqueness and
portraying to the consumer. Marketers use promotional statements like : “this the
largest selling brand” to set them apart from the competitors.
c. Changing beliefs about competing brands: this strategy involves the competitors
brand and an indirect comparison is portrayed to depict the superiority of the
original brand. For eg. Aleva advertisement shows that more pills does not mean
more pain relief.
Changing an offering specific product attributes:
a. Adding an attribute: this means to focus on attributes that have been ignored
previously , so the new advertisement should be focussed on the added
attribute.
b. Changing the perceived importance of attributes: This refers to highlighting
those attributes which the consumer might not focus on at the first instance.
For ex. Colgate Total provides 12 hours of germ fighting , this is present on one
of its communications.
c. Developing new products: this refers to identifying the attributes that user
needs and then shaping the ideal product as per the customers choice.