CONSUMER CHOICE SITUATIONS AND MARKETING COMMUNICATIONS OBJECTIVES 171company behind Coral, that clothes refl ect personality, self-expression and self-confi dence to
young women. Hence, taking care of clothes is taking care of themselves. As black and dark
clothes represent one-third of a modern woman’s wardrobe, Coral decided to launch the
fi rst washing specialist for black clothes: Coral Black Velvet. In this way Coral was no longer
a detergent, but an essential fashion accessory helping young women to take care of their
precious clothes. In order to demonstrate that Coral Black Velvet could be part of the strong
emotional relationship between clothes and women, Lever used a media strategy that created
contacts in locations where young women care about clothes, appearance and fashion:
women’s magazines, parties, fashion shows and bars. In Germany Coral’s share of market
moved from 3.8% to 6.2% in six months; in the Netherlands Robijn moved from a share of
9.6% to 14.2% in the same period. Because of the huge success of Coral Black Velvet, soon
several ‘me-toos’ were introduced on the German fabrics market.^33Consumer choice situations and marketing communications objectives^34
Th e eff ectiveness of communications goals may be determined not only by the product or
brand life cycle, but also by the consumer choice situation. Figure 5.5 shows six important
variables aff ecting the consumer choice situation. Firstly, this is determined by the choice
process a consumer follows. Th is situational characteristic is, for instance, diff erent for high-
versus low-involvement products. In the former case, an extended choice process with a longer
orientation and information processing phase is typical. Infl uencing consumers in this pro-
cess and consequently communicating with them will also diff er in these diff erent situations.
Consumer characteristics are, for instance, experiences, knowledge and socio-economic
characteristics. Consumer–product relationships have to do with involvement from low to
extremely high, and routine purchases versus intensively considered purchases. Th e speed,
frequency and modalities of choice, from oft en and superfi cial to once in a while and attentive,
are elements of the choice process. Characteristics of the outlet or point of purchase (shop, home,
offi ce) are important, as well as advice involved with the purchase: is there any kind of personal
advice (from a salesperson, friends, family, neighbours) involved with the purchase process?
Finally, product characteristics, such as articles bought daily, known brands or speciality goods,
can have an impact. Based on these six groups of variables, a number of frequently occurring
choice situations as well as their impact on the communications goal-setting can be described:
z Standard mass products. Fast-moving consumer goods, such as detergents and food products,
are typically low-involvement situations in which mass communications focus on building
brand awareness and brand knowledge. Generating trial and routine repeat purchases is
also important.
z Standard services. Services targeted at a broad mass market, like restaurants, shoe repairers,
hairdressers, etc. Building brand awareness and stimulating trial through price cuts and
other actions are oft en used.
z Mail order products. Mass products like clothing and non-food interior articles for mass
markets but ordered through mail and catalogue sales. Th e awareness of the company is
important, but stimulating catalogue enquiries is the fi rst goal. Once the catalogue is
mailed, it will be the main communications tool. Sales depend on the quality of this cata-
logue. Th e same idea applies for e-commerce shops, where next to the usability of the site,
the brand awareness and the product quality are key.
z Impulse products. Products that seduce buyers into an impulse purchase. Consumers need
not be convinced. Th e confrontation of consumers with the product is crucial: out-of-stock
situations should be avoided. Aft er creating brand awareness, creating confrontations is
the most essential communications goal. Early in 2009, Delhaize, a major retailer in
Beflgfium, decfided fto ftake 300 producfts off the shelves because of stuck priceM05_PELS3221_05_SE_C05.indd 171M05_PELS3221_05_SE_C05.indd 171 6/5/13 3:01 PM6/5/13 3:01 PM