From:
Group 1, Section B A Logesh (2012PGP001) Debraj Das (2012PGP101) Lopes Raoul Reginald (2012PGP187) Piyush Gulati (2012PGP253) Roshan Anand (2012PGP316)
The following factors can be focussed upon to help a product move from low involvement to high involvement (utilitarian) category:
QUALITY: Quality aspects and companionship of the brand can be projected to make high involvement. We should focus on main attribute of the brand which can differentiate it from other brands. A brand which is with people all the time can improve loyalty to the brand. For example, Lightwel brand whose main attribute is quality can be promoted likePerfect Match to you in all Season: Be it rainy or summer, be it dry or winter, Lightwel will always be on your side.
SOCIAL AWARENESS AND SUSTAINABILTY: Social causes can be stressed to gain popularity. Sustainability of the product, environmental consciousness and the help it does to society can be used to improve the brand popularity. Lightwel’s eco-friendly approach can be promoted likeSave Trees: Use Snowax matches made from wax and recycled paper. Save mother earth use Snowax. Educate India: In Lightwel child labour is abolished, use Lightwel let children go to school. Eco- Friendly and Reusable: Our matchboxes are made from recycled paper and are coated with a special layer that keeps it almost waterproof. So when you are done with the matchboxes, bring the empty ones to us and we would offer you a discount on your next purchase.
BY PROJECTING OVERALL BENEFITS: We can promote a brand further by not only focussing on its primary use but also by projecting it as a brand that can help to achieve other benefits that are not directly related to the attributes of the product. For example, in case of Lightwel, the brand can be given a significant thrust by promoting ideas such as- “Use Lightwel and Spark an Idea” or “Spark happiness in the surroundings by lighting Lightwel matches” .
COMPETITIVE EDGE OVER OTHER BRANDS: We can push a brand by focussing on the extra qualities that gives the brand an edge over its competitors. By promoting the additional attributes in quality that the product has, we can change the perception that the consumers carry for that particular brand. For example, in case of Lightwel the following attribute may help in promoting the brand further“Not just any other matchsticks”: Lightwel matchsticks are long lasting. Even if you don’t use it for months, the quality is not hampered. Also when lighted, Lightwel matches last longer and burn brighter than the ordinary ones.
