The commercial is poor because they do not send a clear marketing message and they are not emphasizing any of the attributes of the product such as quality, flavor, and price. The commercial seems like a low budget project in comparison with the spectacular commercials its competitor Coors Light utilizes. After reading the article Got Emotional Product Positioning? I started to think whether there any truth behind the concept of emotions affecting the customer behavior of a person. I applied that logic to my personal consumption in the consumer markets. Well, apparently there is a lot of truth to it.
I buy Starbuck Café sometimes not because I’ m a coffee lover, but because this company supports fair trade coffee. Fairtrade coffee is a practice which is helping the lives of thousands of farmers across the world. Fairtrade coffee guarantees the farmers a minimum price per pound of coffee of $1.26 which is twice the going rate in the wholesale markets. I thought about my selection of fast foods. I always like to go McDonald’ s because when I look at their kids’ park it reminds me when my parents used to take me there to celebrate my birthday.
Both my buying decisions were based on emotions. The use of product positioning can be a very effective marketing strategy. General Motors, in order to penetrate the hybrid marketplace, created the Chevy Volt vehicle which is positioned to attract people looking to purchase environmentally friendly green vehicles. Due to the power of emotions marketers have to use them effectively when they are transmitting marketing messages. A pitfall mentioned in the article is that companies must be careful about using emotions in messages when there are cultural differences to consider in a particular marketplace.
I agree with you that the Marlboro Man advertising campaign was one of the most effective campaigns that the tobacco industry has ever experienced. I think the Marlboro Man became such a popular figure because smokers felt that the character was a real American that liked his tobacco.
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