Session 13: Categorization Flashcards
Preferred Hotels & Resorts
Categorized by:
Region
Experience
Collection
Two Smart Watch Strategies
LG G watch & Samsung Gear S
- both have different niche markets
- LG is upgrading as if it was a regular watch
- Samsung is upgrading the experience
Schemas
Beliefs about and knowledge linked to a concept (brand, product, people, etc.)
Image
A subset of salient and feeling-related associations stored in a brand schema
Haagen- Dazs Developing schemas and images
- All-natural ice cream - uses bees, pear, flowers, and cherries
Chobani Developing schemas and images
More than just a snack
Brand personality
The set of associations that reflect the personification of the brand.
Like human personality, it’s distinctive and enduring
Brand personality: I’m a Mac, I’m a PC
- Depicts that Mac is outdated and can easily contract viruses
Brand personality: siri vs amazon echo
Siri: much more sarcastic and straight forward
Alexa: Kind and nice
Brand personality: Exciting Brands (youthful, energetic)
- Virgin Atlantic
- Aloft Hotel
- MTV
- Yahoo!
- Mountain Dew
Brand personality: Sincere Brands (warm, nurturing)
- Singapore Airlines
- Ritz-Carlton
- Hallmark
- Ford
- Coca-Cola
What is the difference between sincere and warm brands vs exciting brands?
Sincere and warn brands will garner relationship advantages (e.g., Deepened over time; relationship strength)
vs.
Exciting brands are attractive and attention-grabbing (but like short-lived flings)
Transgressions with sincere and warm brands vs exciting brands?
Relationships with sincere brands suffered in the wake of transgressions
whereas relationships with exciting brands surprisingly showed signs of re invigoration after such transgressions
Brand personality: Modern hotels
Modern hotel names are often short, vague, and misspelled
e.g., jaz in the city, moxy hotels, vib, tune
Brand story/biography
- Build brands on rich brand story/brand biography (sort of as a person, how they were born, grew up, and have evolved)
- Differentiate brands in a personal and meaningful way
Underdog brand biography
Focuses on modest beginnings, hopes, struggles, perseverance, and hard work - under armour (Michael Phelps)
Brand story/biography - Tory Burch
- Family
- In Full Color
- Travel
- Arts & Interiors
- The unexpected mix - tomboy and feminine
Creating schemas, images, personalities, and brand stories:
- Help brand positioning and differentiation from the competition
- Can be also created by brand extensions, licensing, brand alliances, and sponsorship
LV Collaboration with Japanese Artist
Collaboration brings publicity and personality to the products
Where do you expect to find lemon juice in wegmans?
- Produce
- Fish
- Alcohol related content
Taxonomic Categories
- Similar objects in the same category
- Objects in the categories have same features (based on natural relationships or physical properties/attributes)
Beers and diapers?
Husbands who are told to purchase diapers also buy beer along the way
Coffee peanuts & beer
Position relevant to a goal
- In Japan, people pair coffee peanuts and beer together. The beer company decided to launch this pairing
Goal-derived categories
- Contain things relevant to a goal
- Focus on consumer need rather than product form
- We use rules/experience to create these
25,000 Pyramid
Goal-derived categories
Jamba Juice - Goal Derived cateogries
Functional smoothies
Fit N Fruitful Smoothies
A goal- or benefit-based categorization vs. attribute- or feature-based categorization leads to
- A more abstract mindset
- A greater perceived assortment similarity
- A greater satisfaction with the second choice option when the first choice option is not available
- Selection of lower-priced items
Re positioning
Can use placement to change consumer perceptions
- Icy Mint Gum - placed in snack or dental section
- Dried Fruits - placed in produce or snack section
Newer Trends in Category Design with Hertz Cars
- Green Collection, Fun Collection, Hertz Prestige Collection
