Batch 2015

Course Code: 50121310

Course Name: Consumer Behaviour

Roll # 869, 904

Assignment # 322

CONSUMER BEHAVIOUR

Stimulus GeneralisationVs.

Stimulus Discrimination

What?Stimulus Generalisation is:

- When a particular brand uses the similar/same packaging design for all or most of its products in order to extend its goodwill to all its products.

- When a competing brand uses the similar packaging design as an already established brand for its product. This is done in the hope of attracting (or deceiving?) consumers.

Stimulus Discrimination is when a brand uses packaging design in order to COMPLETELY differentiate itself from its competing brands. It is done to stand out.

Stimulus Generalization

Classmate Vs Class Child

What’s happening here?

The brand chosen is Classmate, a very well-known notebook range by ITC.

To attract attention, competing brand Class Child has used the similar cover-design as Classmate.

Right from the layout of the cover page to the placement of the logo, and the word ‘notebook’ is the

same as the Classmate notebook.

What’s up here?

Pillsbury is well-established food (baking mainly) brand in India.

-All products have blue (+ white polka dots) on the packaging.

-Have the presence of the Pillsbury Doughboy (icon/mascot) on all. He is usually shown presenting the finished product.

This enables easy identification of the brand’s products as the brand is highly trusted.

Nutella Vs. Hintz

¿Qué tal?

Nutella has been established as a Chocolate hazelnut spread for years now.

- Hintz is trying to ape Nutella’s packaging (right from the shape, logo color) in order to attract consumers who may pick it up due to its presence on the same shelf as Nutella and other factors such as price.

- Even the position of the hazelnuts is the same.

Parle Marie Vs. Britannia Marie Gold

What’s happening?

Parle and Britannia are both well established biscuit brands in India. Our brand is Britannia.

This is a classic case of what came first? The chicken or the egg?

- Parle has the same visual representation of the biscuits and wheat on the packaging as Britannia.

- The logo is similarly placed.

- The SAME colors (red and yellow) are used although on opposite sides. The only difference is the font.

Garnier Skin Products

What’s going on here?

Garnier has established itself in India as a very good skincare brand although it is famous for its shampoo range.

The generalization here is that all Garnier Face products have more than one thing in common.

Other than the obvious logo, product name placement and packaging in a box, the design on the package shows the

container (tube, bottle, etc.) of the product itself.

It is not the most obvious thing, but definitely something that your mind would take a note of.

What?

Schweppes is a well-known beverage company that has used generalisation to extend its goodwill to all products.

- All of Schweppes products can be identified due to the prominent logo which is a ‘swish’. It vaguely divides the bottle/can into two halves. The top is always silver no matter what the beverage is while the color of the bottom half varies depending on the contents.

- Also the bottom right of the logo has tiny bubbles.

American Garden

American Garden

We’re All in this Together

American Garden is a famous brand that is in the business of readymade sauces and seasonings.

- Every product has the same package design.

- The logo and the product name are written in the same style on all.

- There is a common blue background behind the logo and product name.

- There is a background picture of a farm on all the labels.

- The final product/contents are shown on the label.

This is a perfect representation of stimulus generalisation.

Stimulus Discrimination

Who will BYOB?BYOB: Bring Your Own Brand

London Dairy Vs.

Häagen-Dazs

What’s happening?

Our brand is Haagen-Dazs (HD). Both the brands are• Premium ice-creams• Expensive• Newcomers in the Indian market

How Haagen-Dazs is different:• The visual representation of the flavor brings interest to HD while

London Dairy just has a scoop of the ice-cream on it.• There is an obvious color difference:

- The Red & Gold royal theme attracts attention as compared to the regular blue.• While London Dairy has a plain theme, HD has a unique

design/pattern on it.

Equal Vs SugarFree

¿Qué tal?

Equal and SugarFree are closely-competing sugar-substitutes in the Indian market. Our brand is Equal.

The differentiation:

• The shape of the container differs.

• While SugarFree uses a friendly yellow color, equal employs a serious blue.

• SugarFree attempts to show that it can be used for anything (even sweets!) while Equal just displays a cup of coffee.

Kya Hua?

The brand chosen is Bisleri.

Since Bisleri is a generic name for bottled water in India, the other brands like Aquafina and Kinley made their labels blue like Bisleri.

BUT Bisleri went out of its way to change its appearance to a fresh, nature-oriented green color.

Thus, it stands out from Aquafina and Kinley.

Dettol Vs. Savlon

What’s going on here?

Both Dettol and Savlon are antiseptic fluids. We’ve chosen Savlon as our brand.

• Since Dettol had was leading in this market, Savlon tried its best to be different.

• It took a path to look more approachable. Other than the obvious ‘friendly’ orange color of the liquid and a very ‘fun’ shaped bottle.

• Savlon has picked blue in order to differentiate itself from Dettol’s serious, hospital-like green.

Soul Vs. Mother Dairy

What’s Hot?

Mother Dairy (and other pickle brands like Priya) have a similar approach to packaging. Our chosen brand, SOUL, has completely differentiated itself.

• It is Completely covered and has minimalistic design. (Looks classy and inviting)

• Attracts attention through the bottle-type that looks like the container in which our grandparents used to store pickle in.

• Draws attention to the ingredient (on the label) due to white background as compared to showing the content itself (like Mother Dairy).

Tide Vs. Rin

What’s the Scene?

Rin and Tide are very well-established whitening detergents in the Indian market. Our brand is Tide.

• The orange color of Tide just stands out in the sea of blue-packaged detergents.

• The minimalistic design on the package makes the logo stand out as compared to Rin.

• The differentiation is achieved when one observes that Rin is like any other whitening detergent (like XXX, Ujala, etc.).

The End