Stores are known to have their more valuable or better quality brands on the top shelf meaning that the brands or products on the lower level shelves are not as good of products. So when a customers of set on finding the best vodka for a gift, they already know that stores put the best stuff on the top so that is that brand they will most likely choose from unless there is a price constraint. 8) (5 points) Discuss the target consumer for Delta Faucets. You can go to the Delta Faucet website to get a sense for who you think their target might be. Although demographics are one attribute, go beyond demographics with your thoughts on their target consumer’s mindset, likes and dislikes. There are also influencers to this consumer. Identify them and how they reach the Delta Faucet consumer. I think Delta Faucets market that they attend to are either “do it yourself dad” or a contractor putting in the best look product or something that matches with the rest of the house. The faucets are made to look attractive to catch the wife’s eye, and then the husband being a “do it yourselfer” will go purchase that item from Home Depot and install it in their newly renovated bathroom. Contractors do not have much motivation to choose what faucet to get, I think most of their mindset is either on what will look best for that house or what faucet is going to fit within the budget. I think an influencer in this market would be the house restoration TV shows where brothers or husband and wife buy old houses and fix them up and flip it to make some profit. These TV show hosts get a lot of attention and many come out with books and other products, so having Delta Faucets have one of these host use their product in one of their episodes or post on their Instagram using it, I think a lot of customers would go straight to the store to see if there are any more left in stock. 9) (5 points) Emotional branding is becoming an important way to connect with customers and create differentiation from competitors. Emotional differences are often most powerful when they are connected to underlying functional differences. Provide an example of a brand that uses emotional branding and discuss how they differentiation through this emotional connection to consumers/customers.
A brand that uses emotional branding would be Disney. Disney is able to attract their customers by marketing that Disney World or Disney Land is the “happiest place” in the world. Little boys and girls watch all of their moves where they feel many different emotions from happy, sad, angry with the plot the story is giving them. Kids will find emotional connections to certain characters throughout their childhood and when they made it to Disney Land, it is the best day ever and they are full of happy emotions because they are meeting their heroes and characters they look up to every day. Disney forces kids to feels all these emotions and in the end they are influenced by these star characters such as a
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- Fall '14
- Brand, Branding companies, Roomba, Marketing Final, Answers