Positioning and Creative Strategies: Exam Paper

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Assumption According to the Rossiter-Percy grid (RPG, Percy&Rosenbaum-Elliott, 2012:186), deodorants serve the aim of avoiding smelling (they do not solve the problem of sweating) and are considered a low-risk purchase, due to low price, duration and differentiation. The brand In 2011 was celebrated the 100th anniversary of Nivea crème, which was the first stable emollient and moisturizing crème. As one of the internationally leading brands for skin care, Nivea (Beiersdorf) enjoys universal trust: with more than 100 years experience in skin care, Nivea stands for innovative and high-quality skin care products. Analysis of advertisement 1 (A1) According to the combined analysis of buyer groupings and loyalty groupings (Percy&Rosenbaum-Elliott, 2012:119), A1 can be considered aimed mainly at competitors’ buyers. Given the fmcg category, “there will be very little perceived risk in switching brands” (Percy&Rosenbaum-Elliott, 2012:104). This is not to mean there are no brand loyal or other-brand loyal customers in the market of deodorants; nevertheless, the majority of target audience will either be vulnerable or switchable (Lecture 1:40), corresponding to favourable brand switchers (FBS) and other brand switchers (OBS) buyer groupings. The fact that the product is new (cfr. A1), restricts the target audience to OBS mainly. With respect to OBS there is clearly a brand awareness and a positive attitude building objective to be addressed (Lecture 1:37) and cost linked to these strategic actions is moderate-high (Lecture 1:41). Following an attitudinal segmentation procedure (Percy&Rosenbaum-Elliott, 2012:117) it can inferred from the visuals that A1 is addressing OBS who are young men with a modern, edgy, energetic and vibrant lifestyle (Percy&Rosenbaum-Elliott, 2012:110) and particularly care about successful social relationships. The name of the product itself

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