IMC

Thanking you for SMOKING

Dhara SuchakBharat Sharma

Ayush DanielManmindar SinghSwapneel Aphale

Team Pinnacle

Directed by: Jason ReitmanProduced by: David O Sacks

Edward R PressmanScreenplay: Jason ReitmanStarring: Aron Eckhart

Maria BelloRelease date: September 9, 2005Running time: 92 minutesCountry: United StatedBudget: $10 millionBox office: $39,323,027Raiting: 7.7 out of 10Rotten Tomatoes: 86%

Movie clip

Copyrights : Swapneel Sunil Aphale

Synopsis

Satirical comedy follows the machinations of Big Tobacco's chief spokesman, Nick Naylor, who spins on behalf of cigarettes while trying to remain a role model for his twelve-year-old son

Copyrights : Swapneel Sunil Aphale

What is motivation?

Motivation is

a psychological feature that arouses an organism to act

towards a desired goal and

elicits, controls, and sustains certain goal-directed

behaviours.

Copyrights : Swapneel Sunil Aphale

What is perception ?

and

interpretation of sensory

information in

order to represent and

understand the environment.

Copyrights : Swapneel Sunil Aphale

Perception  is the organization,

identification

i. Psychological Influences

ii. Personal Influencesiii. Social Influencesiv. Cultural Influences

Consumer Behavior

Why do consumers

purchase and consume

products?

Copyrights : Swapneel Sunil Aphale

Because

No longer can we take the customer/ consumer for granted

All managers must become acute analysts of consumer motivation & behaviors

Why do we

need to study

ConsumerBehaviors ?

Copyrights : Swapneel Sunil Aphale

• Brand Equity:– The marketplace value of a brand

– The extra money you are wiling to pay for particular brand

• Service Recovery: – Thoughtout planed process for returning unsatisfied customers to a state of satisfaction with the firm after a service or product has failed to live up to expectations

Consumer Behavior and the Design of Marketing Strategy

Copyrights : Swapneel Sunil Aphale

1. Product2. Brand3. Shopping area4. Store type5. Other source

(catalogs, PC, & TV shopping)

Six Generic

Consumer Behavior Choices

Copyrights : Swapneel Sunil Aphale

Conclusion

Copyrights : Swapneel Sunil Aphale

“ You can sell

almost everything

you just have to pull

right trigger ”

conclusion

Copyrights : Swapneel Sunil Aphale