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Consumer Behavior Analysis

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by

Donald Hampton

on 4 December 2013

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Transcript of Consumer Behavior Analysis

Consumer Behavior Analysis For:


Current 4P's
Product
- VANS makes a variety of different style shoes for all ages and genders. Comfy skateboard style shoes, Lace up and Slip on.
Price
- $44.99-$79.99 *Style Dependent*
Place
- 300 stores worldwide, Retail and Online Direct
Promotion
- Billboards, Print Media, Movies, Vans Warped Tour, Vans US Open of Surfing, Online adds
Future 4P's
Product
- "Individualism"
Introduce Fitness shoe models.
Price
- Lower the price of the base model shoe by $10. The shoe will now be sold at $34.99.
"VANS Runner" priced at $64.99
"VANS Elite" priced at $124.99
Place
-Maintain current distribution, while selling at sporting goods stores. i.e. Big 5, Sports Authority, Dicks Sporting Good.
Promotion
- “Frequent User Testimonial Commercial” & Guerilla Marketing
Marketing Objective
Current Sales Situation - Shoes account for 70% of VANS sales each year. In 2012, shoe sales accounted for approximately $7,536,214,000 of total net sales.

Improved Sales Situated - Looking to increase net sales by 17%. VANS Shoes would have a net sales of $8,817,370,380. Decreasing production costs will bolster net income by 25%, creating a total of $1,357,498,750 overall.

Customer Understanding:Who Wears Vans?
Loyal
Analysts

Alicia Richmond
Steven Calley
Donald Hampton
Joshua De La Torre
Shane Yamamoto

Infrequent
Demographics
Age 10-24
Middle Low/Middle Income
Single Males
VALS
Experiencers
Rebellious Youth
Active Lifestyle
surfing, skateboarding, bmx
VALS
Strivers
Parents
Perception and Attitude Formation
Perception

Loyal
Perceived as the Classic Shoe
Functionality of the shoe of how they move with the foot
Versatile shoe! Any occasion
the "Go-to" Shoe
Infrequent
Specifically a skateboarding shoe
Only for children and teens
Perceived as a "low class" shoe
Attitude
Internalization, highest level of
Vans are a way of life
The only shoe one needs to wear

Formed on Style
Compliance Stage - conform to
another groups expectations
by fashion trends
Learning and Motivation
Learning
Loyal
Large Promotional
Events
Vans Website and Mailing
List
Infrequent
Print Adds
Other Individuals
Motivation
Loyal
Nostalgia Aspect
Friends Wear them also
Lifestyle choices
Social Acceptance
Infrequent
Cost Efficient
"BOGO" Sales
Children Push to buy
Security
Perception Change
Loyal
-Change to show that Vans are a evolving and innovative shoe to change as they grow older

Infrequent
-Change to show that Vans are an all around shoe for there children and themselves. Not just a skateboarding shoe
Learned Change
Loyal
-Continue to learn through sponsored events with the addition of athletic sponsorships. Current loyal customers can be notified about VANS products through "newsletter updates" that they can sign up for. This inform users of upcoming trends, products, and events.

Infrequent
- Learn through guerrilla marketing.
• i.e: A shoe mat placed on the side of a building located near busy intersections with the VANS logo stating: “Off the wall” with real shoes glued to the side of the building to give the illusion as if a person or multiple people were walking up the side of the building. This will attract attention



Demographics
Age 28-40
Male and Female
Married, Single parent
High-low to Middle income level
Motivation
Loyal
- Use a Point of Purchase.
- A campaign that promises the lucky Purchasers of a select pair of shoe per day of sales to Star in a testimonial TV ad! Buy VANS shoes, Get on TV!

Infrequent
- Getting parents to purchase shoes for their children.
-The VANS corporation will donate a percentage of total sales to the funding of local after school programs to keep children and youth out of trouble.
Attitudes
Loyal
- Change the perception of VANS shoes from being perceived as a rebellious shoe, to one that exemplifies individuality. Different colors, prints, and styles of shoes for different days reflect the user’s attitude, moods, and lifestyles.

Infrequent
- Change how they form their attitudes of our product from the current ideology that rebellious youth wear VANS, to VANS being the shoe company that helps the youth. This will make parents want to purchase VANS shoes for their teens and young children.
- Being recognized as a "Philanthropist"
Thank
You!

Value Expressive function
Utilitarian Function
Full transcript