Class 5 Consumer Behavior

Consumer Behavior and Marketing Strategies

Class 5

lass 3

Doritos

Analysis:

• How many segments did you identify?
• What role does each one play?
• Which values do you identify?
• What influence does the grandmother have over the other members of the family?

Business Case:

Is it unethical to be exclusive?

Let's look at their current affairs: How did Fran Horowitz moved A&F from being the "most hated brand in 2016" to being a 3.19 billion dollars firm in 2022?

Current State of Affairs at A&F

• Explore the A&F website.
• Which marketing strategies are they currently using? Exclusivity or Inclusivity?
• What strategies or tactics is the brand using to differentiate itself from the competition?
• Are the strategies employed by their current CEO Fran Horowitz working for the brand?

• Do you think that Netflix White Hot: The Rise & Fall of Abercrombie & Fitch documentary had an impact in their current strategies?
• What is the A&F Getway concept?
• How does this concept reflect the contemporary consumer?
• What other challenges is A&F facing at this moment?
• If you were in charge of their Public Relations how would you react?

Case report:

• A brief executive summary that provides an overview of the case report.
• An analysis of the main issues of the case and the main problem/opportunity the company has to address.
• Possible alternatives to address the problem/opportunity.
• Consider the costs/benefits of each and their potential impact.
• Select the most appropriate solution from the alternatives evaluated.
• Brief conclusion.

Please place your team number before your name to easily assign you to the corresponding breakout room.

The most hated brand in 2016

Give me a PIN with your feedback of today's class.

Positive Interesting Needs Improvement

For next week:

Practical Application on Managing Products and Brands:

1. Search and identify a recent article (2019-2023) related to the topic of the module (branding, packaging, product design, consumer experience, new brands, brand identity elements, etc.)
2. You might search in Harvard Business Review, Sloan Management Review, California Management Review, Fortune, the Economist, the Wall Street Journal, Kellogg Insight, etc.
3. Search and analyze a real example of the topic studied.
4. Submit a 2-4 page Word/PPT document, with your analysis.
5. Use APA style to format citations and references.

Working towards your Marketing Plan Milestone II: Marketing Strategy

Think about and start to develop the following points:

• Segmentation
• Target market selection and definition
• Value propositioning
• Positioning
• Marketing objectives

Interesting Readings

How Abercrombie & Fitch is using Tik Tok to reintroduce the brand.

How Abercrombie & Fitch stays relevant to Generation Z.