CONSUMER IMAGERY

Made by:-

SAKSHI BHATIA
RAJAT TIWARI
RICHA VAISH
SHIPRA SINGH
SANA NUSRAT
 WHAT IS IMAGERY?
 Imagery is the kind of associations a brand could get linked with over
a period of time. It has an impact on how consumers perceive the
brand and how they will react to it in the long run.
 Brand imagery plays an important role in shaping the association in
the consumer's psyche. Once an association was developed it stayed
with consumers for a long time.
 For several years, Robin Blue was associated with whiteness in
fabric wash. The packaging and the bird on it symbolised
whiteness and was a household brand.
 Bajaj Scooters had a `family vehicle' image.

 Horlicks had a `drink for the sick' association a few decades ago.
 WHAT IS CONSUMER IMAGERY?
 When consumers’ attempt to preserve or enhance their self image by
buying products & brands or patronising services which they believe
are congruent with their self-images and avoiding which are not then
this phenomenon is known as consumer imagery.
1. Product Image - where the consumer compares his self-image with his
perception of the product or brand.
Eg:-Fast Track and Sonata brands are both from Titan but have a
clear image with regard to their target segment associations.

2. Service Image - where the consumer compares his self-image with his
perception of the service or its provider.
 PRODUCT POSITIONING
 Positioning refers to the image that a product has in the minds’ of the
consumer.
 It conveys the concept of the product or service in terms of how it
fulfills a consumer need.
 It is an answer to the problem of being a “me too” brand.

Eg:-
 Pears – Glycerine based & Pure Dove- Moisturizing

 Boost – Stamina Complan – Growing tall

 Big Bazar – The best quality at the lowest of prices

 Colgate – An anti tooth decay toothpaste

 RESULTS OF GOOD POSITIONING
STRATEGY

 Creates a distinctive brand image on which consumers rely in making

product choices.

 Positive brand image leads to:-

consumer loyalty
positive beliefs about brand value
willingness to search for brand
 Also good positioning strategy affects consumers beliefs about its
brand’s attributes and the prices consumers are willing to pay
 POSITIONING STRATEGIES
 Umbrella Positioning (Sony, McDonalds, LG)

 Positioning Against the Competitor (7 Ups’ slogan “the Un-Cola”)

 Positioning based on Specific Benefit (Horlicks for Women, FedEx

“When its absolutely, positively has to be there overnight”)

 Finding an “Un-owned” Position (When Fair & Lovely entered the

men's market for fairness creams)

 Filling Several Positions ( Garnier)

PRODUCT REPOSITIONING
For almost three decades, Liril was associated with fresh,
green and waterfalls but has attempted to create novelty
through the `orange' variant, in packaging and visuals.

Dettol soap, after establishing itself on the protection-

from-bacteria proposition, introduced a variant with
moisturiser and employed a different kind of imagery.

Moov, which was not the pioneer with regard to pain balm,
created an appealing benefit-based imagery leading to the
brand's acceptance. Moov also effectively used imagery to
compete with Iodex on the `staining' aspect of the offering.

Vicco's facial cream for skin has all along been

positioned amidst the occasion of a wedding.
 PERCEPTUAL MAPPING
 Perceptual mapping is a graphics technique used by asset marketers
that attempts to visually display the perceptions of customers or
potential customers. Typically the position of a product, product line,
brand, or company is displayed relative to their competition.
 Perceptual mapping is also called positioning map which helps to
develop a marketing positioning strategy for the product or services.

 Perceptual maps or positioning maps as they are sometimes referred

to, are often used to help the organization identify a
positioning strategy .
 PLOTTING OF PERCEPTUAL MAP
 When plotting a perceptual map two dimensions are commonly
used. Any more is a challenge to draw and confusing to
interpret

 Below is a very basic perceptual map .

If we plot the UK chocolate market we can identify those brands

which are high price and high quality. Belgium chocolates are
plotted as high quality and high price, and twix is plotted one low
quality low price brand. Once completed the perceptual map
could help identify where an organization could launch a new
brand perhaps at the medium price and quality range.
 POSITIONING OF SERVICES
 As services are intangible , image becomes a key factor in
differentiation.

 Eg:- the Ritz- Carlton promotes its “guest experience “ with the
corporate motto "we are ladies and gentlemen serving ladies and
gentlemen”.
 Differentiating services on the basis of delivery vehicles and motto
for eg: Dominos: 30 minutes nahi toh free
 Names such as Federal Express ( later abbreviated to FedEx)&
Humana (health service provider) are excellent names due to their
distinctive, memorable & relevant to the services they feature.
 PERCEIVED PRICE

 What is the image as far as pricing is concerned (high,

low or fair).
 Perceptions of price unfairness can affect consumers
perceptions of that product or service and also will be a
hindrance in patronizing that store or service.
 Types of pricing strategy:-

SATISFACTION BASED PRICING (Mc Donalds)

RELATIONSHIP PRICING (Banks)
 REFERENCE PRICING
 It is any price that consumer uses as a basis of comparison in judging
other price.
 Reference prices are of two types:-

INTERNAL REFERENCE PRICING

EXTERNAL REFERENCE PRICING
High external pricing is used in ads by companies to persuade customers
and internal pricing which with time changes is retrieved by the
consumer from memory.
Eg:-
Prices of computers declined sharply due to competition and
manufacturers abilities to produce them more cheaply
 PERCEIVED QUALITY
 Intrinsic and extrinsic cues that consumers associate with the product
help consumers to judge the quality of a product and service.

PERCEIVED QUALITY OF PRODUCTS:-

Intrinsic cues can be physical characteristic of product( size, flavor,aroma, color etc.)
Extrinsic cues can be like packaging, advertising, pricing and even peer pressure.

PERCEIVED QUALITY OF SERVICES:-

Extrinsic cues can be like:-
Doctors service- quality of office, framed degrees on wall etc.
In food joints- waiterperson service, the ambience etc.)
 PRICE/QUALITY RELATIONSHIP
 Most consumers rely on price as an indicator of product quality, that
consumers that consumers attribute different qualities to identical
products that carry different price tags, and that such consumer
characteristics as age and income affect the perception of value.

 Consumers use price as a surrogate indicator of quality when they

have less information of the product. Eg:-purchase of apparels of a
new brand.

 When consumers are familiar with the product or have used it before
price declines as a determining factor in evaluation. Eg:-customer
who regularly buys Levis jeans wont go on the price for evaluating
the product on basis of price.
 PERCEIVED RISK
It is the uncertainty that consumers face when they cannot foresee the
consequences of their purchase decisions.
Types of risks:
 functional

 Physical

 Financial

 Social

 Psychological

 Time

Perception of Risk Varies depending on the person, product, situation

and the culture.
 High risk perceivers or Narrow Categorizers

 Low risk perceivers or Broad Categorizers

Risk based on product category

 HOW CONSUMERS HANDLE RISKS

 Selection by Brand Image

 Seeking Information

 Brand Loyalty

 Relying on Store Image

 Buying the most Expensive Model

 Seeking Assurance