Consumption Journal Analysis

Sample

Phase I

Maintaining a Consumption Journal

Phase II

Selection of 10 Products

Nestle Milo Drink

Introduction

• Milo is an instant vitamin and mineral enriched drink energy drink

• It is a blend of milk, coco and other vital components that provide immediate refreshment to drinkers

• It is the choice of the children and the youngsters

Ad Analysis

Milo Ad Analysis

• Energetic and Sporty Lifestyle• Targeting the Self-oriented values• Use of Green colourIt symbolizes health, growth, renewal,

life, nature, good luck, and high spirits of motivation

green color also helps to calm down blood pressures and motivates depress people to return to a healthy life

• Attracting the chocolate lovers -the rich cocoa color of the drink tantalizes the taste bud

• It is also providing the recipes to prepare the drink at home, eradicating all the hurdles to try it

• The minor details like sizes available, packaging, preparation tips, nutritional value helps in decision making process

Relevance of the Advertisement

• Perfect usage of media- they have targeted the energetic, active and sporty lifestyle of the youth because such energetic and offbeat advertisements attract the youth

• The descriptions on the packaging are a so influential as they are revealing the energetic, nutritious, mineral and vitamin-enriched qualities of the drink

• The visual graphics of the ad are perfectly portraying the real essence of the product

• In the light of consumer behaviour concepts this ad is relevant enough to cater the target market efficiently.

Demographics

Demographics describes a population in term of its size, structure and

distribution

• Children and the youngsters (Generation Y)• Most of the consumers of Milo are

financially dependent upon their parents• Educated and well aware urban populationHealth conscious Sports lovers

LifestyleLifestyle focuses on how the individual lives

• They are highly involved in sports like football, cricket, badminton, basketball

• They exercise in gyms like Shapes, Sukh Cha’n Wellness Club, Gymkhana

• College and school cafes, side bars in gyms and alleys are the places from where they purchase such drinks

• They like to do hang-outs and love outdoor recreations

• They spend much of their pocket money on fast food, sports, music, clothing and movies

Social Class

The consumers of this social class belongs to:

Milo Consumers

Upper ClassUpper middle Class

Household Structure

• Young single stage• Married with young children stage• Solo parents stage with young

children

These stages show that the main consumption of this drink is in those households where there is significance of youngsters and children

Reference GroupReference group is a group that an individual

uses as a guide for behaviour in some specific situation.

• Informational influence• Word-of-mouth (friends circle and team mates)• Visible brand name of Nestle makes the group

influence stronger• Healthy and energetic ingredients are also a

major source of influence

Culture

Culture includes knowledge, beliefs, customs, habits acquired by an individual as a

member of a society. In our culture the targeted population behaves in

following ways:• Youth is vital, active, enthusiastic and highly

involved in sports & outdoor recreation• They adapt Courageous and Independent

behaviours• Expriencers-savour new and in-vogue stuff• They value their friend’s opinions and usually

follow them• Health conscious people

IDENTIFICATION OF CONSUMER BEHAVIOR CONCEPTS

IN THE LIGHT OF THE UFONE PRE-PAY ADVERTISEMENT

• A striking combination of orange, green and white is used

• Part of marketing strategy• Stimulates and persuades users to try the

product. • It adds life to the product packaging and

seeks attention • Endorsement of young celebrities is a source

of motivation

IDENTIFICATION OF CONSUMER BEHAVIOR CONCEPTS

IN THE LIGHT OF THE UFONE PRE-PAY ADVERTISEMENT

• Color combination of orange and green is evolved from a ritual of Netherlands where,

• orange is regarded as royal color • green is regarded as a symbol of

growth • white symbolizes simple living

- INEXPENSIVE ROYALTY-

DEMOGRAPHICS

• Size individuals in the population

• Structure age income, education and occupation

• Distribution location of the population in terms of urban, sub-urban, rural etc

DEMOGRAPHICS

1. Individuals who have limited budget2. Younger generation • Financial liabilities • Children who are financially dependent

DEMOGRAPHICS

Education is not a relevant factor

Occupation:-• Mainly blue-collared,• Limited budget people • The students who are dependent on their limited

pocket-money or other forms of financing done by their parents mainly

Income factor:-• Middle class• Lower-middle class and • Lower class • As well as the children of upper-middle class

DEMOGRAPHICS

Population Distribution:-• Used by the people of all areas, whether

they belong to urban, sub-urban or the rural areas with

• Financial pressures • Budget limitations

However, exceptions are always there and as we know that we, here are talking about the general

and frequent users of this lawn

PSYCHOGRAPHICS AND ITS DETERMINANTS

• Demographics (discussed earlier)

• Social Class• Reference groups• Households• Emotions• Personality• Motives, Perception and

Learning• Marketing activities• Culture, Values and Norms

SOCIAL CLASS

• Price range lies between Rs.100 to Rs.1000

• Used by the lower and middle class mainly

• Children of upper-middle class as well as the working class

• Experiencers (VALS)

• This ad is majorly depicts the university, college going students or youngsters which are money dependent

REFERENCE GROUPS

• Informational group influence is prevalent

• Young people are well-integrated• Meeting and seeing each other more

than one time in a day• Having similar connections will

lessen the financial pressure to a greater extend.

REFERENCE GROUPS

• Brand is visible and of a household use• The group influence will be low for a pre-

paid connection as it is a necessity. • However, the group influence for the

choice of that connection may be high• Ad is mainly catering the people who are

financially committed, burdened or dependent, therefore the product is relevant to the reference groups which ultimately increases the group influence.

HOUSEHOLDS

• Dependency of households over each other is relatively higher and mainly family households are seen

Household life Cycle Financially committed or dependent people, we

will se that the consumption rate would be relatively higher among

• Young Single Stage (living at home, working)

• The solo parent I: Young solo parents stage• The solo parent II: Middle-aged singles with

children at home

IMPACT OF CULTURE ON CONSUMER BEHAVIOR AND ADVERTISING

• Performance vs. Status orientation

• Tradition vs. Change orientation• Active vs. Passive orientation

CULTURE

Pakistani society is a: • Status oriented society showing real

target market, i.e. the lower, lower-middle and middle class, it may be stereotyped and positioned as a cheap brand

• Change welcoming society showing a twisted ad with changed elements of style, fashion with the competitive rates

• Passive oriented society where they prefer leisure over luxury

TIME PERSPECTIVE IN THE LIGHT OF THE AD

Polychronic Society • Where many things are done at the

same time i.e. university, work, party, hang-outs, and sometimes working part-time as well

• Highly distractible due to load of work and promises and leisure activities

AGE SUBCULTURES W.R.T THE AD

• Targeting GenY

• High conformity to the new innovative ideas

• Experiencers: less money but so much to adventure and experience

• Acquire independence or minimum dependence of their parents

• Daring and rebellious

• Consider themselves as right

• Diverse generation where if there are sportists, groovers, and stylists on one hand but on the other there may be loners and fringe dwellers etc.

AGE SUBCULTURES

Actually are targeting both Generation Y as well as the lower, lower-middle and middle class members of

Generation X

RELAVENCE OF THE AD WITH CONSUMER BEHAVIOR?

Ads of Ufone pre-pay generally show• Youngsters (or Youth) here is depicting

an energetic class who are daring technophiles, always ready to come up and try different innovations

• These young people are well-integrated, meeting and seeing each other more than one time in a day

• The activity of these people make them to influence each other

RELAVENCE OF THE AD WITH CONSUMER BEHAVIOR?

• Not only catering and targeting the youngsters

• They are trying to target all the financially committed people in an elegant way

• Showing blue-collared middle class or lower class may not be that effective

• stereo-typing and perceiving the brand • position the product in an undesirable manner• reducing the sales and customers of Ufone

pre-pay

RELAVENCE?

Therefore, we can say that youngsters, as shown in the ad, on one hand are a great symbol of budget limited,

financially dependent people who on the other hand are

innovative, active and excessively influential

RELAVENCE OF THE AD WITH CONSUMER BEHAVIOR? CONCLUSION

YES! Ufone advertisements very much fit into the identified target

market both directly and indirectly, yet in a great elegant economical way