Lifestyle Market Segmentation - Case Study Example

TOPIC: LIFESTYLE ADS SHOW HOW WELL THE PRODUCT WILL FIT IN THE CONSUMERS LIFESTYLE STUDENT’S NAME: COURSE NAME: INSTITUTION: TUTOR’S NAME: DATE OF SUBMISSION: TABLE OF CONTENTS 1. Introduction………………………………………………………………3 2. Lifestyle ad technique……………………………………………………..4 3. Pros of lifestyle ad technique………………………………………….7 4. Cons of lifestyle ad technique………………………………………..9 5. Conclusion…………………………………………………………………...10 6. References………………………………………………………………….11 1. INTRODUCTION Lifestyle advertising is that form of marketing whereby the form of advertisement in limelight associates a product, service or destination with some way of life such as that which includes glamour, excitement, recreation, reliability and many other things that makes the heaven on earth. The ad always evokes a positive or negative emotion about the human lifestyle(Loschelder, 2008). The technique in place always sticks to some form of marketing to make their products and services famous among consumers Lifestyle as commonly used refers to the diverse consumer behaviorsas shown by patterns of choices and preferences in food, clothing, hairstyle, adornments, beverages, perfumes, books, etc.(Lamb, Hair, McDaniel, 2012). Lifestyle ads try to link these traits with the products and services and how life can be at its best if the consumers would give a try. Given the intense global innovation and creativity in this modern century many valuable products and services are always coming into existence and what remains to determine the turnover is the marketing strategies put in place to woo the consumers(Lamb, Hair, McDaniel, 2012). Due to vast creativity worldwide good products coming into existence has never been an issue, the issue has always been the reputation made to the consumers(Hawkins, Mauthersbaugh, Mookerjee, 2011). This writing portrays how lifestyle ads show how well the product will be compatible and fitwell in the consumer’s lifestyle through considering items that mostly determine human lifestyle e.g. clothing, food, beauty products, travelling, technology etc. 2. LIFESTYLE ADS In this case marketers always have not forgotten that they are in the people’s business and thus always strive to make a human connection that demonstrates compatibility between products and human lifestyle(Saviolo and Maraza, 2013).. The key word here are “WAY OF LIFE” of prospects and customers. Lifestyle ads have always managed to categorize potential consumers basing its argument on the interest, activities and opinions of the potential consumers. The real deal in this case is always to reach a bigger audience with exactly the right blend of information connected to a moving powerful emotional advertisement. Lifestyle ads consist of segmenting both simple and complex human behavior into niche subdivisions usually based on interests, attitudes, and beliefs(O'guinn, Allen, Semenik, 2009). This advertising technique creates an enthusiastic and loyal consumer-base and establishes the products and services being marketed as a valuable part of the consumer’s everyday life and thus goes with the consumer’s way of living. Lifestyle advertisement in most cases attempts to group stable and potential consumers of their products according to some amalgamation of three categories of distinct variables which include Activities that are always undertaken by its target, their Interests, and lastly their Opinions in terms of what they need to be complete and thus helps identifies the potency of a customer's chosen way of life for deciding the sort of inclusive advertisement to be brought into limelight in relation to the specific brands that are further likely to appeal to the chosen lifestyle segment(Twitchell, 2000). Lifestyle ads have involved with it a new paradigm in today's most competitive business world. The marketers during lifestyle ads are always constantlyand consistently attentive and tuned in to the simple reality all day all night, It is great understanding of consumers and reflecting their activities, interests and opinions through sound message during lifestyle ads is what really perfectly contributes to successful Lifestyle Brands and Lifestyle Marketing(Sandhusen, 2000). The current Lifestyle ads have been creatively organized to demonstrate how products and services would fit in the consumers’ life unlike some forms of marketing which asked consumers to change their lifestyle to accommodate products and services(Loschelder, 2008). Some of the strategies that have led to the success of lifestyle ads in winning potential consumers include a) Identification of consumers’ needs and potential. b) Determination of the best potential customers and products for cross/up-sell campaigns. c) To retain the best customers and increase the value of secondary and tertiary target lifestyle clusters. d) Acquisition of new customers by targeting clusters that match the profile of the proposed campaign or product For the best sales turnover a good, effective and efficient mechanisms have to be put in place to make it a success. There exist emotional provocations of the audience whereby some variables like emotions are always associated with the brand image which constitute the personality of a brand (Loschelder, 2008). Lifestyle ads show how well a product will fit in the consumer’s lifestyle. This technique tries to elaborate and give reasons either supported with evidence or not why the consumer should give the product in question a try. Lifestyles ad always link products and services with human behavior showing how they are in a way going to be compatible should a consumer make a decision of purchasing and using the product being advertised(Hawkins, Mauthersbaugh, Mookerjee, 2011). To understand this better one does not only consider the basic human wants which includes food, shelter and clothing but also included other supplementary and luxury goods which make life more comfortable. To make this more understandable it should be classified in relation to a few human lifestyles which include: 1. Food 2. Clothing 3. Travel 4. Technology 5. Holiday destinations 6. Beauty products and cosmetics 7. Motor 8. Health 9. Holiday destinations Considering some of the lifestyles above one needs to find out how lifestyle ads have to some extent shown how products related to such lifestyle will fit in the day to day consumers way of living. 2.1.Food and Beverages Food takes a bigger platform when it comes to lifestyle. There are many food processing companies that have indulged themselves in this kind of advert technique which involves showing how well their food products will fit in the lives of their potential customer. For instance when food products are always being advertised, it always offers an almost endless possibilities for marketers to create clever ads which are always appealing to the consumer who may want to have a bite of this kind of food. It may demonstrate the importance of such foods in terms of supplying the consumer with the best nutrients and vitamins. Some of these ads also indicate that they help the body be strong by giving it maximum energy, in some cases other indicate the element of keeping the body healthy and also showing how the foods being advertised are sweet. In most cases consumers develop the weakness to ignore such ads as they end up being convinced beyond no reasonable doubts that these are some of the best food (Twitchell, 2000). This compels them to make a trip to their favorite shopping centers and restaurants so as to buy or have a taste of such kind of foods.Looking on how foods such as hamburgers, pizzas, crisps etc are always advertised shows how they are easily portable and thus can be carried around with no difficulty. In some foods take-away when being advertised, themarketer includes the aspect of its convenience where by he/she may state that it can be taken everywhere and any time. This is to show that despite the place where the consumer is or the time of the day/ night he/she may take the food with ease. Taking for instance a certain baby’s food called “HAPPY BABY” The lifestyle ad in this case states that “Happy Baby makes frozen organic baby meals”, but instead of advertising itaround other forms of marketing they are using lifestyle ads to spark life in their product, they’re simply enabling busy people to bring organic food into their lives. This is absolutely about lifestyle advertising that’s helping to bring an innovation to the mainstream. It’s also an ad that clearly helps to establish how this food fits into the Childs life. Instead of the marketers just simply claiming their product, they’re really enabling it(Loschelder, 2008). 2.2. Clothing How people clothe depend on a variety of factors. Some of these factors include weather changes, fashion trends, occupation etc. Due to these factors the clothing industry has seen an upward growth through expansion of existing clothing industries and also emergence of new ones. In return there has been increased competition in this sector worldwide. What remains to differentiate the industry to be successful in this sector is the type of advertisement organized by each industry. Lifestyle ads have proved a great worth in this sector both in reaching consumers successfully and also giving the producers easy work in effective marketing(Saviolo, Maraza, 2013). A good illustration can be when a fashion company is advertising a men’s French suit. The advertisers insist on the amount of comfort the suits come with. They may further target men by stating that the suits belong to gentlemen and also handsome men. Being that these are some of the traits men would like to be associated with they would go for the suits given the reputation it comes with(Michman and Mazze, 2006). Another factor to be considered under lifestyle adverts for clothing is weather. Clothes such as raincoats, sweaters, jackets etc. are advertised in terms of warmth they are to provide during seasons of high rainfall, winter etc. 2.3. Travel Lifestyle ads have always approached travelling industrydirectly and honestly. The adverts and campaigns involved in this case are boldly designed and customized to fit in the human lifestyle(Pride, Ferrell, 2012). There has always been an aspect of enthusiasm being relished and at the same time fight for a great idea. These ads are always passionate about outstanding and luxurious destinations, transportation, lodging, event marketing, attraction, cruise and hospitality/lodging among others. This has always created an outstanding relationship with the consumers who see such offers as irresistible. The meaningful relationship created always acts as an entry in today’s new, significantly more complex communications environment. This practice has always received good reception among masses in the context of constant flux, competitive sifts, and ever evolving new and traditional media. 2.4. Beauty products Lifestyle ads when dealing with beauty products have always been at its best especially through use of imagery that in one way or the other forces potential customers to desire a product because of the special way they feel when they are using such make-ups, body lotions, beauty soaps etc. that object or have that product as part of their life. Beauty products marketers when using lifestyle ads aim at marketing towards a lifestyle approach that in the least efforts used probably make potential customers to first fall in love with the lifestyle demonstrated resulting to the purchase these beauty products. With these types of imagery it is not only about just selling a piece of jewelry, but also selling a feeling based on the type of lifestyle customers long to own and possess(Hawkins, Mauthersbaugh, Mookerjee, 2011). 3. PROS OF LIFESTYLE AD 3.1. Consumer confidence Considering some of the worldwide best known brands e.g.Coca-Cola, MacDonald’s and Nike. These brands have formed a relationship with the consumers by considering diverse lifestyles and campaigning for personal connectivity to a product. These worldwide brands have worked a great deal in building reputation through forming an emotional appeal thus winning consumer hearts in bulk (Hawkins, Mauthersbaugh, Mookerjee, 2011). Another good example is that of a the real estate, racing and economic development decision makers who create very powerful messages that in return romances the prospect in a way that will not only make consumers consider their offer but also deeply desire it(Berger, 2011). 3.2. Positive brand experience Lifestyle ads are constantly interactive compared to traditional forms of marketing. They are always appealing to consumers unlike other forms which can be disruptive and irritating to consumers. Lifestyle ads always stands to alleviate a brands position in the consumers mind by being more fun, entertaining and engaging. They always provide the consumer with an incentive for participation and this always acts as a major way to engage customer as consumers will not consider your advert annoying and imposing(Saviolo, Maraza, 2013). 3.3. Personalization Lifestyle ads have the ability to customize and tailor their campaigns to fit potential user who are always being targeted. It always takes into consideration consumers preferences so as to better tailor their messages. 3.4. Flexible Lifestyles ads are always evolving thus are up-to date. Given the trending issues in human lifestyle it has always been dynamic and goes with age, time, weather, place and many other trending issues in the current world(Berger, 2011). 3.5. Opportunity identification For a successful brand activation to occur there’s always identification of potential opportunities. This always begins with research and analysis of the available options. The product is normally evaluated internally before its external industrial analysis after which its development occurs giving way for the positioning in the market place (MIchman, 1991). Pre-campaign evaluation also is another aspect that is ought to be considered before lifestyle ads are carried out to give rise to effective brand activation. This is always achieved through property analysis, budget forecasting, media leveraging and most importantly sales strategy development. For effective brand activation during lifestyle ads experienced negotiations should be an integral part (Berger, 2011). This can be successfully carried out through negotiating for best option among the available ones. Brand activation through lifestyle ads is always the best opportunity to reach affluent, specific and very influential consumer in a way that is always effective and embedded with the consumers interests. The use of entertainment is a discipline in lifestyle ads. 4. CONS OF LIFESTYLE AD Although lifestyle technique has experienced tremendous heaps of success it has faced criticisms in some sections among the consumers. This may be due to failure of the product that was initially being advertised to meet the consumers’ expectations as portrayed in the lifestyle ads. This is because at other times marketers have always done it by exaggerating about their brands this has in turn subjected it to some extent of biasness (Hawkins, Mauthersbaugh, Mookerjee, 2011). Influence to poor diets has been on the increase as a result of associating lifestyles with inappropriate foodstuffs (MIchman, 1991). Worldwide, many life ads messages are processed, numerous of these are discreet and a good portion of them related to junk food and beverage consumption. High exposure to unhealthy foodstuffs encourages people to consume a lot of junks, which increases their risk of obesity, chronic diseases andother associated health problems. Some marketers have always abused this technique so as to realize huge profit margins despite their products being not to the standards expected to fit in the lifestyle of human beings (Hawkins, Mauthersbaugh, Mookerjee, 2011). Such products have always resulted in harming the consumers who through the ads presented to him/her resulted to purchase and use of the product. Some Ads associated with way of living are harmful to students given that not all products being advertised are always fit for their age. Study shows that cigarette advertising is a powerful lure to teens to start smoking (Berger, 2011). Example is the life ads related to alcoholic drinks andcigarettes that try to show how life feels great when one uses the products. Some of these ads do not warn students against using the products making the students lack guilt while purchasing them. As a result bad influence at school has been on the rise as students look for mischievous ways to raise more money. Opportunity to advertiseunfit products to a captive young audience is not without a lot of controversy. Researchers, educators and even some federal legislators have shownconcrete concerns about the practice; with most debating that it is invasive to the school going, distracting and even intensively damaging to young children trying to learn.(Lamb, Hair, MCDaniel, 2012). Young people are always searching for their own identity; this is because they're in a stage when they're naturally insecure and vulnerable to lifestyle advertisers who take advantage of their self-doubts. Impulsive spending has been a major setback associated with this technique. For many people, money is something to spend today without thinking about tomorrow. People often have disposable income that usually comes from a side job being spent as a result of life ads. Unfortunately, they don't necessarily reason logically when it comes to making purchases. This is a dream for lifestyle advertisers, who fight to satisfy this audience's whims to realize profits.Through this technique, people sometimes buy products that they may not need and often cannot afford. This leads to higher personal debts (Berger, 2011). Critics’ ofthis style of ad argues that firms do it this way advertises to manipulate people’s tastes by sometimes providing misleading information. Some explains further that lifestyle advertisements do not adequately describe the quality or the price of the product, but instead create desires that a consumer is likely to believe in. Historically, this technique had been sanctioned in certain industries because of the fear that it alwaysdistorts consumers' decision making and rational thinking.Critics of this style of advertising say that it limits competition as they believe that it often serves as an obstacle for fair competition, giving consumers misconceptions about how unique a given product (Sandhusen, 2000). 5. CONCLUSION Lifestyle ads are always directed to matching personal needs to product and services that enhance “way of life.” Generally consultative considerations are always based on attitudes, tastes, choices and preferences, economic levels, demographic habits and other lifestyles that underlie end user patterns of behavior in the dynamic consumer environment. Though this style of marketing has benefits mostly to the producers as it affects profit increase in many ways it also has its shortcomings which are likely to affect the consumer in the short run if not effectively used, in the long run it’s the marketers to feel setbacks(Strydom, 2004). Advertising plays a significant part in determining purchasing behaviors of consumers. The ads usually provide additional information that persuades and determines the choices in terms of purchasing behaviors and hence acts as a determinant of lifestyle. Masculine personality can be explained to be a factor that is affected by gender reactions to ads. The idea that a person’s attitude can be affected by the role of women in the society will lead to various ways of reactions to sex depiction in advertisement. The other functions of lifestyle ads are to categorize possible consumers on the basis of their interests, activities, and opinions. However, marketers have to consider the pros and cons of these ads on their effects on interests and activities of consumers of products. 6. REFERENCES Berger, A. A. (2011). Ads, fads, and consumer culture advertising's impact on American character and society. Lanham, Rowman and Littlefield. Cahill, D. J. (2006). Lifestyle market segmentation. New York, Haworth Press. Hawkins, D. I.Mauthersbaugh, D. L., and Mookerjee, A. (2011). Consumer behavior: building marketing strategy. New Delhi, Tata McGraw Hill. Lamb, C. W., Hair, J. F., and McDaniel, C. D. (2012). Essentials of marketing. Mason, Ohio, South-Western Cengage Learning. Lamb, C. W., Hair, J. F., and MCDaniel, C. D. (2012). Essentials of marketing. Mason, Ohio, South-Western Cengage Learning. Loschelder, J. (2008). Kommunikationsstrategien im Lifestyle-Marketing. Hamburg, Igel. MIchman, R. D. (1991). Lifestyle market segmentation. New York u.a, Praeger. Michman, R. D., and Mazze, E. M. (2006). The affluent consumer: marketing and selling the luxury lifestyle. Westport, Conn, Praeger Publishers. Michman, R. D., Mazze, E. M., and Greco, A. J. (2003). Lifestyle marketing: reaching the new American consumer. Westport, Conn, Praeger. O'guinn, T. C., Allen, C. T., and Semenik, R. J. (2009). Advertising and integrated brand promotion. Mason, Ohio, South-Western/Cengage Learning. Pride, W. M., & Ferrell, O. C. (2012). Marketing. Mason, Ohio, South-Western Cengage Learning. Sandhusen, R. (2000). Marketing. Hauppauge, N.Y., Barron's. Saviolo, S., & Maraza, A. (2013). Lifestyle brands: a guide to aspirational marketing. Houndmills, Basingstoke, Palgrave Macmillan. Strydom, J. (2004). Introduction to marketing. Cape Town, South Africa, Juta. Twitchell, J. B. (2000). 20 ads that shook the world: the century's most groundbreaking advertising and how it changed us all [...] XD-CA. New York Read More