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The strong implication (1 of 2)


The concept of involvement is not necessarily new, but it has the merit of providing a quick change when lighting the way consumers buy products or services. Better yet, it can also guide us in developing marketing strategies beyond.
In fact, involvement refers to the amount of intellectual energy displayed by an individual in the purchasing process. This energy is reflected in particular by the number of criteria considered and time for reflection.
To add to the usefulness of this tool, we usually consider two other dimensions depending on whether the purchase requests above the emotional or rational (FCB has popularized this addition). Thus, four possibilities open to us when it comes time to classify products. We will treat this week the first two and we will complete the other two next week.

Forte involvement - rational This category includes many of the purchases made by businesses. Whether it's technology infrastructure, the choice of office location or selection of insurance collective society.

the consumer side, the category also includes products more expensive. may include products and services financial, purchasing a house or car, as well as major appliances and electronics. That said, it is understood that the types can vary from one individual to another. For a person, an automobile can for example be a means of transport to get from point A to point B (rational) then it can be a symbol of social success and personal expression to another (emotional). The challenge is to determine how the majority of your target market consider buying the product or service analyzed.
When it comes to market products with high-rational implication, it therefore tends to properly document attributes, leaving the consumer to assist in the process by providing catalogs and analysis tools (for synthesis, Moreover, we associate the word THINK in this quadrant). The Web also becomes the tool of choice for consumers when it comes time to 'shop around' this type of product. Historically, print media filled that need.

Strong implication - emotional In terms of B to B, purchases that fall into this category can include items such as office layout, advertising and even hiring some employees.

For consumers, strong emotional involvement may include the acquisition of jewelry, organizing a wedding or planning a trip or a holiday. Again, this typology is not universal and is dependent attribute social or financial individuals.
Advertising put forward in this category tend to focus on the visual and emotional dimensions. It is common to find a host of visual elements often complete with music. FEEL the word sums up the process specific to that category.

In sum The important retain the previous two categories, is that several criteria are considered by buyers. However, although the mark should ideally focus on one corner, an attribute or at least positioning for its marketing, however, must document or demonstrate the product in all its complexity.

Compound Weakest Interaction

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line extensions: cancer trademarks

.
A line extension (clever translation of 'line extensions') occurs when one uses the name or image of an existing trademark for use on a new product. What a good idea you say! Capitalizing on the reputation and perceptions hard-earned over the years instead of starting from scratch. The minor detail is that in the long term, you confuse consumers about the deeper meaning of your brand. You dilute the image of the original product, is a bit short modern version of killing the goose that lays golden eggs.


deuce But you might ask, why companies do they prefer this approach?

• They do not learn from the mistakes of others. For a successful line extension, there are 9 mistakes (or to be less severe wanderings 9). This is not because we found several market they are all profitable (for a Diet Coke works, there are many more of Cherry Coke, Coke Zero, Coke Classic, etc. .)
• They see their brands as being stronger than it actually is and imagine that the attributes associated with their current product easily exported elsewhere (either within or at the outside the initial category).
• is p RIVILEGES the short-term sales at the expense of long-term profits. Initially, the curiosity of consumers ensures that test the rate of brand extension is attractive. However, in a consumer society where there is specialization, repeat purchase and long-term success is not for generalists. This is also related to the mode of remuneration of managers who need to quickly "get things done."
• are imputed fixed costs. By adding to the arsenal of products, we imagine reducing the portion of fixed costs (factories, management salaries, etc.). and improve the average production cost. That's not counting the commoditization of products but mostly average brand-mother; precisely that which creates value or wealth. Viewed differently, the line extension is a little victory against accounting to marketing.

"Viewed differently, the line extension is a little victory against accounting to marketing."

Moreover, new products bearing the mark are rarely original innovations (and often copies of what exists on the market). I could even argue that it is often responsive actions to protect the particular shelf space.

Let us be clear. I do not believe that business should not introduce new products (the opposite). I rather think that if the new product does not meet the same position as the parent brand, so the company would do better to launch a new brand (even endorse it initially). In other words, I prefer the approach that Procter & Gamble, Virgin, for example.


Plus brand is sharp, the more likely it is to be stored by the consumer. Implicitly, this means that a successful brand must occupy only one place in people's minds. This place can be associated with a benefit, an attribute, a situation, whatever, but it has to specialize in one way or another.