Buyer behaviour and integrated marketing communication : Olympus Mju 790SW

Résumé du document

According to Assael (1992), the ?likely decision proces's is pivotal when it comes to understanding the consumer's way of purchasing a product and therefore it is of utmost importance to consider it for its creation and official launch. A compulsory condition for an effective communication is to understand the target audience geo-demographically, psychographically and relate to their attitudes. A SWOT of the product leading to the understanding of its competitive advantages and the conceptualization of the main marketing issues are also very helpful thorough the elaboration of the likely decision process adopted by the customer.

Extraits

[...] They can, nevertheless, keep the product in mind and decide later to purchase later. Conclusion: EPS approach seems to be the most appropriate way to evaluate the potential decision process. The product is highly innovating and appeals to personal values. The EPS approach includes a high competency from the store personnel that would need to confirm the good image conveyed by the product (good advertisement, nice design and features). References Annual Report (2005) Available at: http://www.olympus-global.com/en/corc/ir/annualreport/2005/pdf/ar2005.pdf Accessed: 24/03/2008 Cited by notes of MK365 Assael, 1992: 100).MK365, (2008), ‘Buyer Behaviour and Integrated Marketing Communication, lecture week 2' Northumbria University, p.4 Cited by notes of MK365 Assael, 1992: 100).MK365, (2008), ‘Buyer Behaviour and Integrated Marketing Communication, lecture week 2' Northumbria University, p.3 Official Olympus website (2008)-organisation description Available at: http://www.olympusimage.com.sg/olympus/about/olympus/index.html Accessed: 24/03/2008 Official Olympus website (2008)-product description Available at: http://www.olympusimage.com.sg/products/dica/mju/1175849_668.html Accessed: 24/03/2008 You tube: Olympus Mju 790SW (2008)-Ad in Singapore Available at: http://www.youtube.com/watch?v=FdKdjVHuD3c Accessed: 24/03/2008 Assael (1992) p 33 Solomon M., Bamossy G., Askegaard S., Hogg M.K. [...]

[...] Mju 790SW is obtainable in ‘starry silver, midnight black, sunset orange, marine blue and lime green'. The zoom is efficient, 3X optical and 5X digital. This product has a maximum ISO 1600 is going to quality of the picture in darkness and weighs 136g. Conceptualisation of marketing issues Technology constantly evolutes and this company need to be in the market trend. Customer has more and more expectations concerning camera functions and characteristics; that is the reason why the Mju 790SW was launched: in fact it gives the customer a user-friendly and easy to use interface. [...]

[...] Olympus has the particular advantage to be a reliable and performing brand, so it can be an advantage for the purchase of this model. In Singapore, potential buyers are price maker rather than price taker and are highly price sensitive. They will try to find out the best price and compare the different offers. They also like shopping and they are likely to spend time to find out the best deal. Alternative Solution: Because of the high level of competitors, alternative solutions are broad. Concerning this particular product, the principal advantages on competitors would be the price and the innovating features. [...]

[...] This product as a tendency to be buying because the target audience is young, adventurous and like design and fashionable products such as Mju 790SW. Likely decision process: the Extended Problem Solving Define of term of level solving EPS is concerned with an high involvement of the consumer. It responds to the idea of “think before you because of the nature of the product itself which is relatively high price (around 500S$) with technological aspects and also appeals to personal identity. [...]

[...] Buyer behaviour and integrated marketing communication : Olympus Mju 790SW Buyer Behaviour and Integrated Marketing Communication Mju 790SW Organisation Olympus Corporation has been founded in 1919, with an initial activity focused on Optical products. Nowadays, Olympus has 3 main activities, the Imaging product group, that includes digital cameras, cameras and tape recorders; the medical product group that includes medical endoscopes and the information product group that includes microscopes, measuring devices and printers. Olympus started as a registered company its Singaporean activities in 1989. [...]