Marketing Communications

172 CHAPTER 5 OBJECTIVES

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products were still available in other retailers. Th e communications agency Brandhome

did some research on the impact of the out-of-stocks and found that 31% of the Delhaize

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with the situation but were considering what to do; and 47% bought alternative products

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z Quality products. Valuable quality products and brands for relatively small markets of

categories such as garments, design products, cosmetics, shoes, accessories, etc., bought

for their quality, for aesthetic reasons and because they symbolise a certain lifestyle. As

customers are more involved with this kind of product, the marketer should focus on

creating and supporting brand awareness.

z Quality services. Complex or special services for relatively small markets including travel

agencies, tax advisers, etc. In the introductory phase of a quality service, network relations

are crucial. Many people buy a service aft er being advised by friends or relations. For

retention, aft er-sales communications, such as direct marketing, are important.

z International luxury products. World-famous brands such as Chanel, Dior, Yves Saint

Laurent, Gucci, Vuitton, etc., that appeal to customers. Initially, word-of-mouth commu-

nications are important, and generating traffi c in the special stores is crucial. Later, direct

marketing becomes important.

z Special niche products. Brands and products for specifi c segments of people (children, the

elderly, hobbyists, etc.) cannot be mass communicated because this strategy would lead to

too much ‘waste’. Special interest magazines and trade magazines off er an effi cient way of

creating brand awareness. Direct, personal contact is also very important.

z Showroom products. Th e main objective of the marketer is to attract people to the show-

room. Building brand awareness and reputation is the fi rst step; subsequently, invitations to

the showroom are made. Th e sales team will then have the major part in the communica-

tions process, persuading visitors to buy the products.

z Products with new techniques. Products such as audio and video equipment with technical

innovations bought by early adopters. All the marketer has to do is introduce the new pro-

duct lines and their propositions to interested people and attract them to the retail outlets.

z Investment products. For products that are bought once or twice in a lifetime, such as

houses, boats, university education, etc., word-of-mouth communications and personal

contacts and selling are far more important than mass communications.

z Unsought products. Complex products and services such as insurance and maintenance

services which are bought because they are imposed or because they are needed, not

because people actually want them. Th e fi rst objective is to explain the use of the products,

to change the negative perceptions of consumers and to create confi dence.

Figure 5.5 Factors affecting the consumer choice situation

M05_PELS3221_05_SE_C05.indd 172M05_PELS3221_05_SE_C05.indd 172 6/5/13 3:01 PM6/5/13 3:01 PM