ARK BRUSHPASTE -A Consumer Behavior Project

Lower-class


Middle-class


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Ark Brushpaste
Submitted To: Sir Israr Raja
June 1, 2015June 1, 2015
June 1, 2015


June 1, 2015



Group Members:
Chaudhry Rizwan Ali Younas
3564-FMS/BBA/F12
Khalid Hameed Gul
3574-FMS/BBA/F12
Dilawar Khan
3569-FMS/BBA/F12
Arif Hussain
3689-FMS/BBA/F12





Introduction
Keeping in view the Modern and contemporary trends of developing tactic and strategic strategies for the purpose of gaining market advantage and maximization of Profit, many company tried to produce consumer's need oriented product: that could not only come up to the satisfaction level of consumers perceived value, but to produce a product that create a positive image, develop the company's image by the dynamic variations and technological advances. For the purpose: to come up with the consumer's satisfaction, the companies, tried to fill the third Maslow's hierarchal need i.e. the sense of belonging, made affiliations with other branded companies or become their active partners.
Since, we did belong to the same Platform as the companies do, thus most of our Missions and Visions were likely to be similar, but as far as we realized our potentialities and credentials we decided to launch a new product and tried to get competitive advantage by using peculiar strategies, tactics and other effective and efficient managerial roles. Before coming to our core objective, we would like to mention the Product name i.e. "ARK", and it has been possible by the active partnerships of partners. While, the product is a tooth Paste, which shall be discussed below in the marketing Mix strategy.
Our company's Market Researchers come up to the conclusion that: the Production of ARK, would be a great competitive decision, because of the already overwhelming companies as Colgate, Close-up, Crest, Medi-cam, etc. that has not only drawn the consumer's attention but has already penetrated the market almost all; keeping in view the challenges: our company's staff tried to be more cautious, confident, thought oriented, strategic and far sighted. In addition to these precautionary measures, in order to penetrate the market and making sure, by developing our defensive strategy, through which our product survive by the contemporary trend of competitions and attacks.
Hence, our main focus, in this Project is to discuss the consumer-Decision Making Process, thus: being more specific to our key objective, we divide the project in 3 core parts. As follows:
Input: We focus on the factors, to be considered, that influence consumer's Intentions, either directly or indirectly, and drive the consumers towards the Product.
Process: we explain the sequential steps: as how a consumer make decision and earn an experience regarding the product.
Output: We discuss the post-decision behavior of Consumer against the product
Input
The input part of our project is focuses on two types of influential stimulators that stimulates consumer's drive for our product. In between the two: one i.e. marketing influence and socio-cultural environment. We can call marketing influence to be the company's marketing effort, because the magnitude of its influential capacity is always determined by the company itself: in the form of marketing mix. While the environmental influences are involuntary but it can be muted up to some extent: to serve the purpose of igniting consumer interest, either directly or indirectly.
Marketing Influences
Since, our company has launched a new product, in the pre-greatly consumed products by the contradict companies. So, our company has taken necessary precaution to make sure the product i.e. that is the boat, do survive and let survive in the oceans current and flood. We have used, technological advances to magnify our influences too. The opportunistic approach, followed by us to make sure: the guaranteed influence of the ARK on consumer and their interest in considering the product, among alternatives, are as follows:
Marketing Mix
The marketing mix contains four factors that are: to be kept under the company researcher's influence to make sure their compatibility with the variations. These four factors are Product, Price, Place, and Promotion. Below is the detailed description of, our company's marketing effort, in promoting the interest: from zero intensity up to the maxim, marketing mix.
Product:
The need of the customer, can be seen, is already been fulfilled by pre-available companies and thus the consumer are already been adhered to these companies'. So, we tried to make our product be: multi-qualitative i.e.it is a combination of both paste and brush, and it contains almost all the qualities that are present in the alternative products, produced by other companies; we focused on a new strategic plan, named as "Convex lens approach", in which, we made sure that all the qualities and features in the adjacent products be present in the ARK. In addition, our productive effort was to produce a multi-product in a single disguise. Further, more, after extensive research, we came to the conclusion that people are ease lover, so greater the easiness, facilitated by our product, greater would be its demand. The facilitation of our product is: ARK, is mechanized to produce a minimum amount of paste, with a click. Which is what: serve the purpose of preserving the paste.
The greatest advantage, we have here, is our product is the combination of both paste and brush, and it is a common practice of using separate brush for separate being, in the house hold; thus the demand for our product would be multiple, rather than single integer. In short, ARK is more individual concentrated.
Features of the ARK:
Some of the features of the ARK are highlighted below:
It is a combination of both paste and brush.
Help clean stains
Help provide 3x fresh breath
Kill germs up to 99%
Anti-cavity fluoride paste
Gives diamond-white spark
Refill system
Replaceable brush
No more waste of paste. etc.
Price:
All the decision, pre and pro production of the production: we came up to the challenges that the already surviving product of branded companies has priced quite a competitive price. In order to make a sound base of our product, we had priced a normal price that could be affordable for almost every person in the country. Product is priced, keeping in mind: the cost of production. Secondly, we observed that most of the consumers are premium-oriented; so, we have focused the upper and middle. Further, our main motive behind our normal price is to penetrate the market and lag behind few of the companies in terms of competitive price strategy.
Place:
In terms, of placing effort, we have used two types of channel: both the direct and indirect channel. In direct channel we are selling our product directly to the consumer, by sending our sales person to the market. The purpose of using direct channel is because: the product we produce is new to the market, and in order to gain more attentions of the consumer and to converge their interest to the ARK, we have used personal selling agents to sell the product personally to the consumer. While, indirectly: we are using formal channel i.e.
Producer Wholesaler Retailer consumer
Due to our product's first experience, we have just confined our product within the country's boundary and focused the domestic consumer. And our market researcher, has fore-casted that the demand for the ARK, would soon be in alternate countries too.
Promotion:
The pre-mentioned marketing efforts as Product, price and place would be of no Worth, if there is no exposure of the product to the wide level. So, in order to bring awareness to our customer regarding our product: we have consider various marketing and advertising campaign, by Media, Radio, Newspaper, ceremonies, and different expos in various financial and non-financial sector, which is all just to highlight our product , and fulfill its promotion. In addition to it, we have been in affiliation with various organizations: in which their employees get bonus and prizes of total family care, including our ARK, along with the cosmetics.
Furthermore, few of promoting effort we considered were:
Money off coupons
Buy the product- get a chance to win a bumper prize
Voucher with discounting potential
Free gift with the purchase of 3x of our product
Loyalty cards
Discount price on referencing a consumer etc.
Socio-cultural Environment
Socio-cultural environment, is what, is a factor that is output result of various other factors: due to our rational marketing efforts we have tried to be efficient and effective in provoking, mutated influence of socio-cultural environment that help raise the consumer's interest. Below is a light highlight of our effort in mutating the socio-cultural influences.
Family:
Family institution is one of the strongest among social factors that exerts influence momentarily upon its members. In the promotion factor, as you can see: we had affiliations with different companies, to provide them the ARK; the main rationale behind this promoting effort is: to make sure that head of the family receives our product, which in return would exert influence upon their family members, and hence the family influence is mutated.
Reference Groups:
Following defensive strategy we have tried to boot on almost every option. That could be a positive point for us, in promoting and penetrating our product. Well, every consumer is price conscious, so in order to gain advantage and mutating the referral influence, we have also launched a discount campaign: in which each a group is blessed with "discount of price", when he/she refer our product. In short, we have provided incentives to the customer, to attract greater customer by referral source.
Non-commercial Sources
The source which bears a little loss, would be result of future income; so, our effort in using non-commercial sources as bate: is because the greater is our usage of our product by greater number of consumers, greater would be our chances to get consumer attentions and penetrate our product. We have, funded 3% of our product to the non-financial sectors, as NGO's, Family health care, Government hospitals etc.
Social Class:
The middle class follows the upper class, while the lower class follows the middle class; so, focusing the upper class: would result in influencing the other two classes, and is thus what: the mutation of social-class' stimulator to interact both classes. The Upper-class, people: including ministries, bureaucrats, and other presidential in term of positions, are ease and comfort lovers, so they would enjoy the product and integrates ARK in its personalities. Below is a figure which demonstrate the social class influence.

Culture and subculture:
Culture and subculture, which includes values and norms and are deep down integrated with in the human body, and is what cannot be separated; keeping in view the cultural factor in mind, we had confined the product with in the state limits: conveying the message that it is only for domestic consumers. Furthermore, our company has conducted cultural ceremony under the brand name ARK, and slogan of cultural integration, to build the brand image. The main motive of these ceremonial function is to ignite the intrinsic motivation of the consumer, and to keep the consumer captive with their sense of belongingness. Making the consumer feel the ARK, to be a cultural oriented would bring some leverage.


Process
In order to gain a bit competitive advantage and survive in the contemporary trends of the markets. We strived to strengthen the internal influence and bend the external influence in a way that could draw the customer attention, provoke the consumer's interest, build a brand image in their mind and get place in the stock of consumer's alternative choices. Being so, we had been successful as much as a new product's production usually could. Furthermore, we discuss the decision making process: a consumer followed and resulted in the output. Before explaining the process, few of the psychological field that are although result of this process but are also an input that is used as a stimulation for the process.

Psychological stimulation

The psychological stimulation, that help stimulate the decision making process; are explained below, individually.
Motivation:
Our different marketing efforts and blended mutation in the socio-cultural factors, helped induce a drive for the ARK in the consumer, while different incentives in the promotional efforts had also played an important role, in motivating the customer, to direct toward our ARK gateway. Our prize offers, discount rates, and family head hunting strategy by company's affiliation, had driven the consumer a lot.
Perception
In order to be better: perceived positively by the consumers, we have worked on: to produce a multi, qualitative, product; which encompasses, different qualities of alternative substitutes, two product in only one pack. The multi-qualitative, multi-product and convex-lens approach had made us able to be perceived positively. In short due to the internal and external influences, there has been a great CPV. Secondly, as the product already been penetrated in the market and were being used by the families head, then other family member would probably follow the head, and is thus perceive the product with a better image.
Learning
As our product was quality-oriented, and after using the product by consumer: they came to learn that the product was indeed not an exaggeration; the information regarding the ARK is available in the form of pamphlets, on our official website, social page and media sources etc. that would help consumer learn more about the product, and the more they are aware about the qualities of our product the more would be their drive for it.
Personality
Personalization of person is a common practice and is natural, thus is an involuntary area: which could be controlled. People has a thirst for using and disposing off the premium product in terms of quality: thus they would choose the ARK. Secondly, the ARK's output in giving 3x fresh breath, cavity protection etc. is what a great personality would prefer; thus by learning about our product would provoke their inner thirst to choose the ARK as an integral part of their personality.

Attitude
Attitude is someone's reaction towards a certain employees; we kept each and every measure in mind, to make sure there is no flaw in our product. So their attitude toward our product would be satisfactory and ARK would be shortlisted in the stock of their alternatives.
The above mentioned psychological factors were the stimulators, which are both input and output of decision making process. After a consumer is stimulated: they would drive for the need of the product. The process, a consumer would follow is as discussed below.
Consumer Decision making
Need Recognition:
The first step: consumer incur with is a need recognition; the advantage we have here is: that the product "ARK", we produce is most often, used every day, by every people except old-aged, and is thus considered as a daily routine's need. As you know, that people within domestic limits recognize this need almost three times a day. And is used for the protection of teeth. Every consumer, is health conscious: thus it is obvious that the need for a tooth paste and a brush is already realized. We made sure to provide both need in one pack. The second step is consumer's pre-purchase decision.
Pre-purchase Decision :
Most of the time, the pre-purchase decision, is always behind a rationale i.e. when a need is recognized, consumer go for the product: before which a decision is to be made; every consumer's desires for a product that has the maximum CPV and gives maximum satisfaction. Thus, consumer go to the shop and start evaluating the alternative product as discussed below.
Evaluation of Alternatives :
When a customer, go to a market for a product: he or she evaluates the product on the basis of his/her experience, the features and quality of product; we made sure that our multi-product encompasses all the features and qualities of the substitute in one, thus when evaluated by the customer the ARK would gain a higher position in the meaning of best product. Some of the alternative products among which ARK is evaluated are Colgate brush and paste, Close-up brush and paste, Medi-cam brush and paste etc. but due to our assurance of ARK to cover the alternate product's feature at once. We get a plus point. Secondly, the evaluation of a product is also affected by certain factors as:
The motivational factors: motivate the customer to choose what we produce.
Perceived product in mind: in our case the customer has perceived the ARK to be an effective product, thus it influence their decision.
Thirdly, we tried to give greater awareness: hence the more customer is aware, the greater are chances of it.
It best fits the personality, and the blue colored packing gives a calming effect to the consumer and draws attention.
Our multi-product facilitates consumer to feel ease and comfort,
Prevent loss of paste.
After evaluating, different product's features and qualities. The consumer come up with greater knowledge and learning, which by the flow of times becomes his or her experience. The experience then will shape the psychological factors.
Output
Purchase decision :
When ARK becomes the best among the alternatives; the product would surely be in consideration to be purchased. Here, our promotional effort, plays a role in attractive consumer towards the incentives. Firstly, the consumer purchase the product on trial base but later on if the consumer likes our product "ARK" or it satisfies the consumers' need then the consumer will start repeating the purchase. A competitive advantage we get here: ARK is personal product, so its purchases would be in numbers rather than in number.
Post Purchase Behavior:
After, ARK is used, the consumer would be well satisfied, and he or she would feel the features that were mentioned, are not exaggerated but are more likely the integration of ARK. Which in turn, sequel: a positive behavior, and the satisfaction level would further develop the perception, and make the consumer be curious to know more about the ARK, and the more: ARK becomes a concentrations the greater it integrates in the personality and so on: would come into consumer's experience, developing the psychological stimulations; and the flow cycle of decision making process continues till the multi-product gains its soundness on ground.




No More Waste Of Paste

No More Waste Of Paste

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