(c) You have been asked to develop marketing communications for a (one) cosmetics product. You may select from a range of products, including mascara, eye liner, blush, and foundation. You are your own company in other words, you cant assume the role of an existing company. Please construct two separate marketing communications strategies, targeting the following different VALS2 segments: 1. Believer and 2. Experiencer, (one strategy for each segment).

Believers: Motivated by ideals; low resources

They are conservative, conventional people with concrete beliefs based on traditional, established codes: family, religion, community, and the nation. Many express moral codes that have deep roots and literal interpretation. They follow established routines, organized around home, family, community, and social or religious organizations to which they belong. As consumers, they are predictable; they choose familiar products and established brands. They favor US products and are generally loyal customers.

Make all communications decisions based on the characteristics of your target market. These decisions include decisions on communications vehicle, message, and specific media.

• What is your recommended communications strategy for each group?
  1. What would you say? (Basic appeal)
  2. How would you say it? (Words, pictures, sounds, celebrity, etc.)
  3. Where would you place the message? (Media)

Experiencers: Motivated by self-expression; high resources

Young, enthusiastic, and impulsive consumers, Experiencers quickly become enthusiastic about new possibilities but are equally quick to cool. They seek variety and excitement, savoring the new, the offbeat and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, socializing. Purchases reflect the emphasis that they place on looking good and having cool stuff.

Make all communications decisions based on the characteristics of your target market. These decisions include decisions on communications vehicle, message, and specific media.

• What is your recommended communications strategy for each group?
  4. What would you say? (Basic appeal)
  5. How would you say it? (Words, pictures, sounds, celebrity, etc.)
  6. Where would you place the message? (Media)