4. In this chapter, we reflected on important empirical evidence that challenges the possibility to influence...

 

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4. In this chapter, we reflected on important empirical evidence that challenges the possibility to influence consumer behaviour via the IMC. The Duplication of Purchase Law represents one such example of relevant empirical evidence. Please look at Table 2.3 ('Simulated market statistics') and answer these questions. . What main pattern is evident in Table 2.3 and what are the main implications for the Dior brand? . Are there any exceptions to this main pattern? • If Dior was to lose sales to other brands, which brand(s) is it most likely to lose share to? Comment on the implications of this fact for the brand and its current global branding and IMC strategy. Table 2.3 Simulated market statistics Revlon L'Oréal Oil of Olay Estée Lauder Clinique Elizabeth Arden % WHO ALSO BOUGHT... % WHO REVLON L'ORÉAL OIL OF ESTÉE BOUGHT OLAY LAUDER 53 43 47 61 59 59 43 39 57** 32 26 19 42 68 52 59 70 75 83 84 Dior 84 Shiseido 78 Average 76 61 Estimated sharing 82 58 Difference -6 +3 **Interpreted as 57% of people who bought Revlon also bought L'Oréal 52 59 64 69 71 71 74 71 69 71 75 64 68 79 79 -15 -12 CLINIQUE ELIZABETH DIOR SHISEIDO ARDEN 63 71 72 80 53 45 47 56 65 73 73 59 52 +7 44 38 40 52 53 35 31 30 43 49 56 24 23 24 35 35 34 44 69 58 60 51 43 31 43 35 25 +8 +9 +6 Source: Romaniuk, J. & Winchester, M.K. (2007) Prestige brands: Consumer perceptions and loyalty compared to non-prestige brands. Paper presented at the Thought Leader International Conference on Brand Management Proceedings, Birmingham, UK. 4. In this chapter, we reflected on important empirical evidence that challenges the possibility to influence consumer behaviour via the IMC. The Duplication of Purchase Law represents one such example of relevant empirical evidence. Please look at Table 2.3 ('Simulated market statistics') and answer these questions. . What main pattern is evident in Table 2.3 and what are the main implications for the Dior brand? . Are there any exceptions to this main pattern? • If Dior was to lose sales to other brands, which brand(s) is it most likely to lose share to? Comment on the implications of this fact for the brand and its current global branding and IMC strategy. Table 2.3 Simulated market statistics Revlon L'Oréal Oil of Olay Estée Lauder Clinique Elizabeth Arden % WHO ALSO BOUGHT... % WHO REVLON L'ORÉAL OIL OF ESTÉE BOUGHT OLAY LAUDER 53 43 47 61 59 59 43 39 57** 32 26 19 42 68 52 59 70 75 83 84 Dior 84 Shiseido 78 Average 76 61 Estimated sharing 82 58 Difference -6 +3 **Interpreted as 57% of people who bought Revlon also bought L'Oréal 52 59 64 69 71 71 74 71 69 71 75 64 68 79 79 -15 -12 CLINIQUE ELIZABETH DIOR SHISEIDO ARDEN 63 71 72 80 53 45 47 56 65 73 73 59 52 +7 44 38 40 52 53 35 31 30 43 49 56 24 23 24 35 35 34 44 69 58 60 51 43 31 43 35 25 +8 +9 +6 Source: Romaniuk, J. & Winchester, M.K. (2007) Prestige brands: Consumer perceptions and loyalty compared to non-prestige brands. Paper presented at the Thought Leader International Conference on Brand Management Proceedings, Birmingham, UK.

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4 SOLUTION What main pattern is evident in Table 23 and what are the main implications for the Dior brand Are there any exceptions to this main patter... View the full answer