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Can the distribution system capitalize on reference groups by serving as a means for individuals with common interests to get together?
Proactiv Solutions advertises success stories of current consumers of their product. By making these stories public, the company has created an informational reference group to influence potential consumers.
4. Is the product complex such that a high-service channel is required to ensure its diffusion?
Proactiv Solutions is in a competitive market for acne skin care. Because of this, they have done a lot of marketing through channels other than in-store. Many consumers are aware of Proactiv Solutions because of its use of the television and Internet channels. Occasionally consumers may also come across an advertisement in the paper.
B. Internal influences
1. Will the selected outlets be perceived in a manner that enhances the desired product position?
Yes. The use of celebrities on television commercials promoting Proactiv Solutions creates a mental representation of the product. When consumers think of Proactiv Solutions they will most likely think of one or more celebrities associated with it. Likewise, when consumers see or hear about the associated celebrities, they may think of Proactiv …show more content…
Proactiv Solutions has successfully advertised using television, print media, and the Internet. These forms of advertising reach a vast part of the population daily.
2. Have we made use of the appropriate learning principles so that our meaning will be remembered?
Yes. Through demonstrations of the proper use of Proactiv Solutions, the use of models/celebrities to test the product instead of customers, and revealing the positive physical and emotional outcomes of current consumers, Proactiv Solutions has definitely had a lasting impression on consumers that is bound to be remembered.
3. Do our messages relate to the purchase motives help by the segment? Do they help reduce motivational conflict if necessary?
Proactiv Solutions is very straightforward about their products use for acne treatment. This directly relates to consumers who are looking for acne treatment products. Their use of testimonials and celebrities may help in motivational conflict because in store acne treatment products typically do not offer these things.
4. Are we considering the emotional implications of the ad and/or the use of the product?
Yes. The majority of the testimonials and all of the celebrity testimonials include emotions that were effected by the use of Proactiv
Proactiv Solutions advertises success stories of current consumers of their product. By making these stories public, the company has created an informational reference group to influence potential consumers.
4. Is the product complex such that a high-service channel is required to ensure its diffusion?
Proactiv Solutions is in a competitive market for acne skin care. Because of this, they have done a lot of marketing through channels other than in-store. Many consumers are aware of Proactiv Solutions because of its use of the television and Internet channels. Occasionally consumers may also come across an advertisement in the paper.
B. Internal influences
1. Will the selected outlets be perceived in a manner that enhances the desired product position?
Yes. The use of celebrities on television commercials promoting Proactiv Solutions creates a mental representation of the product. When consumers think of Proactiv Solutions they will most likely think of one or more celebrities associated with it. Likewise, when consumers see or hear about the associated celebrities, they may think of Proactiv …show more content…
Proactiv Solutions has successfully advertised using television, print media, and the Internet. These forms of advertising reach a vast part of the population daily.
2. Have we made use of the appropriate learning principles so that our meaning will be remembered?
Yes. Through demonstrations of the proper use of Proactiv Solutions, the use of models/celebrities to test the product instead of customers, and revealing the positive physical and emotional outcomes of current consumers, Proactiv Solutions has definitely had a lasting impression on consumers that is bound to be remembered.
3. Do our messages relate to the purchase motives help by the segment? Do they help reduce motivational conflict if necessary?
Proactiv Solutions is very straightforward about their products use for acne treatment. This directly relates to consumers who are looking for acne treatment products. Their use of testimonials and celebrities may help in motivational conflict because in store acne treatment products typically do not offer these things.
4. Are we considering the emotional implications of the ad and/or the use of the product?
Yes. The majority of the testimonials and all of the celebrity testimonials include emotions that were effected by the use of Proactiv