Self Concept & Lifestyle
MKT 750
Dr. West
Agenda
“Boots the Chemists” Campaign
Actual versus Ideal Self
Lifestyle
VALS versus Monitor
Digging into the DDB data
Getting to Know Your Customers
Try to get beyond the surface …
Demographic information tells us
characteristics about these consumers
If we want to successfully serve our
customers we need to understand …
How they think and feel, and what
matters most to them
Case Study: Boots The Chemists
Largest pharmacy chain in Britain
J. Walter Thompson launched a strategic
relationship building campaign
Background Research
Consumer perceptions – “man in the white
coat”
Trusted authority, but cold and sterile
New positioning “look good and feel good”
Understanding, stimulating, personalized,
fulfilling, enjoyable
Case Study: Boots The Chemists
Campaign Objectives
Increase profitability by increasing
frequency of visits and amount spent per
visit
Enroll 8 million cardholders in 12 months
Achieve an incremental sales increase of
3.2 percent
Case Study: Boots The Chemists
Target Audience
83% of customers are women
Focus on young women who could be
motivated to “treat themselves” rather than
“deal-seekers”
Creative Strategy
Boots Rescue
Resolution
Self-Concept
Our self-concept is defined as the
totality of the thoughts and feelings
one has about him- or herself
Dimensions of Self-Concept
Actual Self
Private
Self
How I see myself
Public (Social) How others see
me
Self
Ideal Self
How I would like
to see myself
How I would like
others to see me
Need Recognition
What happens when there is a “gap” between
our actual and idea self?
Ideal
Self
Actual
Self
Extended
Self
Measuring Self-Concept
Measuring Brand Image
The Relationship Between SelfConcept and Brand Image
Lifestyle
VALS – values and lifestyle
Attempts to tap relatively enduring
attitudes/values (self-orientation) and
resources
MINDBASE – values and life stage
Focuses on core values and life cycle
stages to classify individuals
VALS segmentation
sorts consumers into
an eight-part typology:
Self-orientation:
Principle oriented
Status oriented
Action oriented
Level of Resources
High
Low
MINDBASE SEGMENTS
How do these compare?
Which seems more accurate,
informative, or useful? Why?
How can we utilize this information?
Lifestyle and Consumption
VALS Distribution
Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler Total
VALS Distribution
Total Actualizer Fulfilled Believer Achiever Striver Experiencer Maker Struggler
Monitor “Mindbase”
Case Study: Boots The Chemists
Evaluation
Launch produced a database of 8 million
BTC customers
More than 3 percent sales increase in year
1, 8 percent in year 2
Cardholders’ average purchase was 8
percent high than non-cardholders
DDB Needham Group Exercise
Try to identify AIO statement in the DDB data that
correspond to one of the VALS lifestyle groups.
Examine how the demographics in the DDB data compare
to the associated VALS segment.
Identify a product that is well-suited for the VALS group
you have identified and develop a marketing plan using
both the information you know from VALS and the DDB
data.
Be sure to have someone in your group write a “brief” of
your findings.
Summary
Understanding the “psychographics”
of your customers can provide useful
insights for communicating with them
and building strong brand
relationships.
Assignment
Reading:
Chapters 14 - 16 (pp 500 - 508, 513 - 517,
525 - 542, 556 - 565, 570 - 578)
Topic:
Consumer Decision Making
Assignment:
Look over the “Shopping Insights Diary”
assignment and begin to introspect on your
own buying decision processes