Self Concept & Lifestyle

MKT 750
Dr. West

Agenda
Boots the Chemists Campaign
Actual versus Ideal Self
Lifestyle
VALS versus Monitor
Digging into the DDB data

Getting to Know Your Customers

Try to get beyond the surface
Demographic information tells us
characteristics about these consumers

If we want to successfully serve our

customers we need to understand
How they think and feel, and what
matters most to them

Case Study: Boots The Chemists

Largest pharmacy chain in Britain
J. Walter Thompson launched a strategic
relationship building campaign

Background Research
Consumer perceptions man in the white
coat
Trusted authority, but cold and sterile

New positioning look good and feel good

Understanding, stimulating, personalized,
fulfilling, enjoyable

Case Study: Boots The Chemists

Campaign Objectives
Increase profitability by increasing
frequency of visits and amount spent per
visit
Enroll 8 million cardholders in 12 months
Achieve an incremental sales increase of
3.2 percent

Case Study: Boots The Chemists

Target Audience
83% of customers are women
Focus on young women who could be
motivated to treat themselves rather than
deal-seekers

Creative Strategy
Boots Rescue
Resolution

Self-Concept
Our self-concept is defined as the
totality of the thoughts and feelings
one has about him- or herself

Dimensions of Self-Concept
Actual Self

Private
Self

How I see myself

Public (Social) How others see

me
Self

Ideal Self
How I would like
to see myself
How I would like
others to see me

Need Recognition
What happens when there is a gap between
our actual and idea self?
Ideal
Self

Actual
Self

Extended
Self

Measuring Self-Concept

Measuring Brand Image

The Relationship Between SelfConcept and Brand Image

Lifestyle
VALS values and lifestyle
Attempts to tap relatively enduring
attitudes/values (self-orientation) and
resources

MINDBASE values and life stage

Focuses on core values and life cycle
stages to classify individuals

VALS segmentation
sorts consumers into
an eight-part typology:
Self-orientation:
Principle oriented
Status oriented
Action oriented

Level of Resources
High
Low

MINDBASE SEGMENTS

How do these compare?

Which seems more accurate,
informative, or useful? Why?
How can we utilize this information?

Lifestyle and Consumption

VALS Distribution
Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Total

VALS Distribution
Total Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler

Monitor Mindbase

Case Study: Boots The Chemists

Evaluation
Launch produced a database of 8 million
BTC customers
More than 3 percent sales increase in year
1, 8 percent in year 2
Cardholders average purchase was 8
percent high than non-cardholders

DDB Needham Group Exercise

Try to identify AIO statement in the DDB data that
correspond to one of the VALS lifestyle groups.
Examine how the demographics in the DDB data compare
to the associated VALS segment.
Identify a product that is well-suited for the VALS group
you have identified and develop a marketing plan using
both the information you know from VALS and the DDB
data.
Be sure to have someone in your group write a brief of
your findings.

Summary
Understanding the psychographics
of your customers can provide useful
insights for communicating with them
and building strong brand
relationships.

Assignment
Reading:
Chapters 14 - 16 (pp 500 - 508, 513 - 517,
525 - 542, 556 - 565, 570 - 578)

Topic:
Consumer Decision Making

Assignment:
Look over the Shopping Insights Diary
assignment and begin to introspect on your
own buying decision processes