The Family Cycle

The Family Cycle

Your family is the first step to form your social foundation. Your parents are those who give you your features and can mould your personalities, in term if the life cycle although it can differ for everyone society has created a perception to which is expected of you once you reach a certain age, now a day’s women are more likely to commence in their career rather than be the stay at home makers like that of previous years. However this doesn’t take away from their maternal instinct.

Nuclear Family...

A Father, Mother and children all living together under one roof, could be argued is society’s expectance. (Just like The Bill Cosby Show hehe)

Is also seen as the best environment for a child to brought up in (but in whose eyes)

The Extended Family...

A “regular” nuclear family along with other relatives, including older generations such as: Grandparents, aunts and uncles that all live together. Tends to be an increased family atmosphere.

Family of Orientation

A family in which an individual is born into and therefore associated with.

Family of Procreation

The family gained through marriage to another person, mainly “The In Laws”. This usually tends to bring a knock-on effect of guilt and therefore parties of the situation who have had the least control (the children) tend to be lil’ more spoiled.

Although these titles do not apply to everyone in society from a marketers prospective it gives an insight to their target market and and the best way to approach them. Although the nuclear family may not be as openly happy as the Cosbys’ they are seen as society perfect product. As women want to work longer it isn’t always the father that is the prime bread winner. Latchkey kids are known as children who have to full time working parents. The term is due to them having the freedom to come and go as they please, using their own key when they want. On the other hand more and more men and taking on the role as stay at home dads! I exclaim because there was a time where this was a demoralising sign on weakness. “As a result, the number of men who stay at home to look after their kids, because their wife is earning more, has risen 80% in 15 years. In 1994, there were 120,000 men who stayed at home with the kids, which has risen today to 214,000” http://www.walletpop.co.uk/2010/02/01/women-breadwinners-and-stay-at-home-dads-the-trend-of-the-reces/

http://www.youtube.com/watch?v=fPT9d_koZMw

Divorce rates and the occurrence of lone parents also plays at factor in the products that marketers once appealed to families as a whole now has to find a more unique way to appreciate their situation in the promotion of the product. For example using price to appeal to single parent homes as there is only one income or products for two...without being for husband and wife. http://www.singleparentcenter.net/single-parenting/home-buying-programs-for-single-parents.html.

Families are a core target audience from many companies and therefore need to be appealed to accordingly. Families can vary in the amount of children that they consist of so first they must evaluate consumer need, then enhancing their want. This can be affected from economy sized products to putting 6 hotdogs in a tin rather than 8! This also enhances consumer involvement if customers have the option to contact the company.

http://www.youtube.com/watch?v=m08e59O8vJI

Wells + Gruber 9 stages Theory!!

1 – Bachelorhood

Connotes a young person who is single and fancy free!

2 - Newly Married

The start of new beginnings for a young couple

3 - Full Nest 1

Familes with small children and one breadwinner

4 - Full Nest 2

Families’ whose children are at the age to use pester power, whilst both parents are still able to return to work

5 - Full Nest 3

Families with children in further education, therefore parents have more free time.

6 - Empty Nest 1

7 - Empty Nest 2

Same concept as 3 or for, jus WITHOUT children.

8 - Solitary Survivor 1

A widow/widower with a regular income

9 - Solitary Survivor 2

A widow/widower without a regular income.

This is also a good revelation to who may be key decision makers in the family. Children are very good at getting their parents to get them what they want. No parent wants their child to go without!! It’s part of human nature to want to fit in. Therefore marketers tend to aim at children as they can be extremely persuasive. However those who have a classical view on family will allow the man to take charge and take responsibility for the decision making process, on the contrary many families leave it up to the woman to handle finance and the decision making. The modern family is exactly that, modern. And like that of something modern family structure moves with the times.

Advert for the Family -http://www.youtube.com/watch?v=oWM3PfcUyUw&feature=related

Advert for Dad! - http://www.youtube.com/watch?v=QINv6rebyTU

Advert for Mum!! - http://www.youtube.com/watch?v=-Ma0qmo_bdU

And JUST 4 FUN!! http://www.youtube.com/watch?v=SwrK-foCTaQ – this really made me laugh!

x...Charity Event...x

Help for Heroes raises money to support members of the Armed Forces who have been wounded in the service of their country. We ask our supporters to “do their bit” to show these extraordinary young men and women that they are cared for by us. Over a million people have responded to date and millions of pounds have been raised to buy much needed services that will aid their recovery, but we need more! So far, we have allocated almost all of the money we have raised in order to fund direct projects and support other service charities.

http://www.helpforheroes.org.uk/splash_what_we_do.html We are passionate about what we are doing and as far as we are concerned the sooner we can see results, the better

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The most exciting task I've came across yet was the organisation and running of a charity event! when the task in hand was set it was very exciting as it gave myself and my group the chance top put all the theory that was learn over the months into practice. and boy did we put it into practice:) . At first the group had masses of ideas (not all of them realistic due to lack of funds) but what can i say we were excited!

In 2007 the charity sector consisted of 190,541 registered charities in the UK alone (Mintel, 2008),After choosing our chosen charity which was Help for Heroes we had to think of an event that was popular easy to access and cheap to run with a high profitable income. we opted to do a sponsored walk as charity events of this calibre has been done for years, quite successfully in the charity sector. From Cancer Research's Walk for life to the The Macmillan Trust. It was also found in focus groups that students like ourselves would prefer to actively take part in a charity event then to donate money, whether it be on a monthly basis or just in money boxes. therefore we saw a good business venture of the students partake and their over 30's parents and family will donate! Genius!

As a vice to kick start the marketing of the event we had to find out when most students would be available to take the time and understand the event. FACEBOOK! E-markeing was an excellent way to appeal to our desired audience as most students use the internet at least once a day. whether its because of checking an email from a lectures or checking on the social site status. Facebook allows you to set up an event page to which you can include all details of the day along with images and most importantly a RSVP system. this system would be both our hindrance and main source of promotion. although we had at least 30 people who said they were willing to come only 8 of us ended up doing the walk.

this was unjustly on our behalf as although we sent reminders but it wasn't the physical act of contacting someone face to face or on the phone. like that of the y generation we were very technology driven and felt that by maybe "taking it to the old skool" we could have gained more people. A Charities Aid Foundation survey showed that charities could be missing out on donations and volunteering time from young people because they are not communicating effectively with them. (2009: The year in Charity Communications) with the use of social networking this will in fact enable the group to reach this audience as according to Mintel reports (Social Networking Across The Age Gap – February 2009) men and women broadly use these sites especially with Facebook as it has a broader base across the age divide than of its rivals, it is slightly different in that advertisers can target campaigns based on the region and specific details on a Facebook user’s profile.

As a vice to kick start the marketing of the event we had to find out when most students would be available to take the time and understand the event. FACEBOOK! E-markeing was an excellent way to appeal to our desired audience as most students use the internet at least once a day. whether its because of checking an email from a lectures or checking on the social site status. Facebook allows you to set up an event page to which you can include all details of the day along with images and most importantly a RSVP system. this system would be both our hindrance and main source of promotion. although we had at least 30 people who said they were willing to come only 8 of us ended up doing the walk.

However we managed to raise just over £200!!!!!!!!! which made us extremely proud :) x the event was truly a learning curve and gave us insight into the true use of marketing communications and how important it is to understand the customer.

Once the event had been held, an exhibition stand had to be displayed within the university showing as much information of the charity and the outcome of the event. The location of each stand was drawn at random, therefore if put in a quieter location there would need to be something different about the stand that would draw people in. Sadly due to the location selected to the group, the area was in the quieter part of the university where less visitors and students pass through. Meaning that the group weren’t able to gain as many donations and attention as anticipated, however the outcome from the stand overall was a success, taking into consideration the location of the stand. the combination of the event and the exhibition was a perfect end to the whole task and would gladly do it again!!!!! Thanks to Gemma, Jenny and Lisa for making it that little bit more enjoyable and to help for heroes for their kind co-operation :):) and of course the donations and participants, smiles all round.

x...Groups...x

There is no smoke without fire when it comes to addressing stereotypes. However to place a group of individuals in a group that is somewhat degrading may be wrong but in some instances is embraced. This can also be approached from a marketers prospective by addressing these groups and a whole a promoting products to them which one day may be considered to be fad. If a launch or promotion can categorise these groups significant to the product it could turn out to be a rather good venture. When dealing with group behaviour they can be sought out through Groups and Reference Groups.

Solomon describes a reference group to be “an actual or imaginary individual or group, the term reference conceived of having significance relevance upon an individual’s evaluations, aspirations or behaviour”

It portrays how ones surrounding can depict their personalities and sometimes gel to a group of others like them, whether that be determined on the way in which they act or if their dress sense is categorised in an established group. It’s human nature to want to feel as though you belong so through individuals containing themselves in certain groups they not only stand stronger in their beliefs but no there is reference out there that there are others like them. These groups can be defined through education, work and even friendships. Whether in a negative or positive way group dynamics have the strength to thoroughly affect a person’s behaviour.

http://www.youtube.com/watch?v=paaWhiRHUXg&feature=PlayList&p=A6ED1FE02B46F5EB&playnext_from=PL&playnext=1&index=51

“We are all social animals” (Solomon 2006) through the observations amongst the group you are in you depict the way in which you should talk act and dress which can be argued takes away from personality. When considering purchases and recreational activities people sometimes look to their group for inspiration. Stanley Cohen’s Moral panics suggest that media can take a somewhat minor issue that has been made public knowledge and create an unjustly stigma around it, causing the public to be anxious and disconcerted due to the in-depth study of the theory in previous years it was clear how the devaluation of the Burberry brand and the creation if this moral panic effect social standing for both “Chavs” and those who enjoyed the brand.. "Chavs are often mentioned with regard to asbos and anti-social behaviour” http://news.bbc.co.uk/1/hi/education/4091478.stm. As “chavs” started to emerge the media portrayed them as being uneducated thieves resulting in many pubs banning them from their establishments as a way to cut down on crime. This also added to the brand devaluation of Burberry as, “The individual feels as though the purchase of a particular brand will show others how he or she wants to be”,( Solomon 2006). As a key component to being a “chav” was wearing as much fake Burberry as possible.

This use of a moral panic can also be used conversely. When the moral panic of, granny bag snatching “hoodies” came about, brands such as Nike and Adidas benefited from the media attention focusing on hoodies. The ban of “hoodies” in Bayswater shopping centre created a buzz of misunderstanding amongst young people however not in a derogatory fashion, but a more a sense of we shal prove you wrong. Sales of “hoodies” went up IMMENSLY. This could be argued was an unofficial viral campaign which took fear to profitJ. The radio clip is a great discussion of this and puts the irony of a moral panic and marketing awareness into play. http://www.bbc.co.uk/radio4/factual/thinkingallowed/thinkingallowed_20080227.shtml

In the 1940-50s Abraham Maslow created a theory of hierarchy. To which people unconsciously followed as a vice of belonging. It is a great reference when trying to understand personal motivation and development.

The hierarchy suggests that in life we have to follow these stages step by step in order to live in fulfilment. When the lower order of needs dealing in physical and emotional well-being are satisfactory we then concern ourselves with the higher order of needs that can influence us and effect personal development.On the other hand, if what was satisfactory to our lower needs are no longer there then, we are no longer concerned about our higher needs but rather concentrated on fixing lower ones.

http://www.youtube.com/watch?v=NZaklzYxZhA - Notice the girl in red!!

The Third Wave was an experiment to which the recreation of Nazi Germany and the Holocaust played a big part in an American history class. It was conducted by history teacher Ron Jones. It took place at Cubberley High School in Palo Alto, California, in 1969. Jones, unable to explain to his students why non Nazi German citizens sat back and watched all the pain and suffering of the people around them he instead decided to show them the best way he could, actively showing them. Jones said that at first he concentrated on simple things such as discipline, Jones named the movement "The Third Wave," (third wave always hits the strongest) concluding children from all over the school got involved and wanted to understand more. It was also clear that they would rather e part of a group rather than the odd one out. It was later turned into a one of TV special, fictional novel and later a feature film.

http://www.youtube.com/watch?v=iM7zC6aS4pQ - an in depths exploration from the man himself

http://www.youtube.com/watch?v=5N1kmqvJ-_s&feature=related - straight to the point interview.

This can make it increasingly easier for marketers to appeal to people as when 2 or more in a group are in support of something the others will normally fall into line. although in a passive manner it only plays on human nature of belonging and therefore people find themselves desiring things they had at once never considered. As illustrated in the adverts above (it was easier in the coinciding blog) through aimed at a group of people or showing group dynamics it encourages you to discuss it with a friend or start a trend.

My University is lucky enough to have many people come and talk to us from all walks of buisness as part of our organised enterprise festival. Its an oppertunity for us as students to ask questions that can be answered on a first hand basis. straight from the cats mouth we are allowed an insight into the regular day of a business person which applies to our desired role. wether it be an account executive in PR or a creative consultant in the marketing sector.

Shivonne who worked for Primal PR has been shortlisted for...one of the most prestigious awards in her field. she emphasised the importance of gaining reputable work experiance in both larger and smaller buisness. again wether it be in Public relatgions or marketing. Part of the BWP group, Primal PR is a integrated public relations and marketing company based in Maidenhead and are planning to expand to a London office. Established in 1995 the company offers business to business publication, marketing experience and a team of top professionals who specialise in digital design.

Primal is an ideal public relations marketing communicator as it offers everything the customer wants in relation to promoting a product. It is part of a synergetic group which allows all areas of promotion and launching a product to come together. Some of their clients include Westfield shopping centre, IKEA and Clarks village. Starting off in a company such as Primal you would be given the position of account executive. It is typical in pr and marketing companies to read the newspapers for an insight as to what’s going on and whether your clients are affected. Yu would then be expected to partake in media lists and press releases. It would also essential for the account exec to copyright material for clients and attend media liaisons. There is also admin work included from keeping up to date on emails to make sure your clients are receiving their full service and maintaining your timesheets to ensure the company isn’t working for free.

Attending the enterprise festival at university gave an insight about the ever changing industry that is business. The guest speakers illustrated their feelings that “the product doesn’t matter” (Rick Haslam, - Group Creative Architect, RAPP, 2009) it is the brand and outer packaging that really appeals to the customer. It was interesting to see a group of professionals contradict what their main aim is suppose to be – selling the product. They weaved deeper to explain that a product does actually come as a package the consumer is paying for everything that product contains from the personal satisfaction and overall enjoyment of the product.

This enhances the role of 21^st century marketing communicators what was once an unarguable decision to promote and sell a product has become a differing process to win trust and acceptance from the public. Consumers are very demanding for brands as it adds an aspirational factor to their lives. The panellists suggested that Barak Obama - president of the United States – himself is a brand. He has builds and promised to deliver changes like that of a product launch he must now stay true to his words at the risk of his consumer losing faith in his brand.

“We won’t mention the “A” word” (Sue Unerman - Chief Strategy Officer Mediacom, 2009) disconcerting words from an advertising company but justifiable in the least. People do not care about advertising they just want to know that they are receiving what they purchased of satisfactory standards. Making people care or take time to notice advertising is where the skill lies. The word advertising has developed a stigma of force, consumers being forced to endure details about products they neither want nor care about. Times have changed from when consumers were made to watch adverts, it was a social acceptance but with the introduction of services like sky + and 4 on demand have gave customers a choice.

mmmmm McVities...Can u tell the difference?

As a vice to determine how strong perception can be in our everyday lives I conducted a taste test with a few friends to determine whether or not branding and cost can dictate the taste of a product. I decided to use biscuit's because although they vary in taste they also vary in variety so I though through making the varieties and brands different I would be able to conduct a fairer test. I also had problems with finding biscuits that didn't have the brand printed on them. First I had to decide on a supermarket. My main competitors were Asda, Tesco and Sainsbury. I opted for Tesco as it is my local and I actually quite enjoy their brand of biscuits, but will my friends? I then had to find a leading brand to compete with my Tesco value digestive biscuits. At first I wanted to use Hobnobs but they didn’t comply because of the texture so I decided on the classical McVitie. Many people have a clear perception of what good food is. They believe the proof is in the price, you pay for the good quality food you receive. M&S pride themselves on having good quality food however they are also known as one of the more expensive places to purchase food. Whereas Sainsbury’s has higher priced food but also offers cheaper options for those who believe a product is a product so why pay more whether it be chocolate or bread. For example Hovis a leading brand, has an rrp (recommended retail price~) of £1.16(http://www.talkingretail.com/products/product-news/9706-hovis-reintroduces-little-brown-loaf.html) where as Sainsbury own costs only 79p. However can you really tell the difference in taste by price? Or is it our perceptions and associations which certain brands - whether high or low brow - that mould our taste buds. Is it just a case of mind over matter? I mean bread is bread right? Or is it our own preferences that really determine the final say.

I began by placing my two brands on plain white plates, I done this because I didn't want the plates to effect the perception of the biscuits through using patterned or coloured plates I may have made one plate look more appealing than the other. As the first biscuit was eaten instinctively my friend looked at and said "mmm McVities" I found this very amusing as before she had tasted the second one she had already determined the leading brand because of her perception on what a good quality McVities biscuits tasted like.

However I gave nothing away and she proceed to the next. Not so keen on the second taster she looked to me for reassurance that I wasn’t the cheapest biscuit I found. This experiment showed that the perception and previous knowledge of a product will enable you to trust that brand and conclusively buy them. However this can vary. I found that my friend had been used to one type of biscuit more than the other, concluding that her perception of cheaper biscuits were low, resulting in her choosing McVities as her favourite biscuits of the two.

I found a useful video about the perception of smell taste and vision...check it out...http://www.youtube.com/watch?v=FiVUZc5Optc

Perception could be argued is a persons prerogative, a persons outlook. what really makes them them. There are various models to suggest the process to which we embark on decision making. Contradictory however valid these models do they allow room for anomalies. A persons prerogative to act different to the usual?

The silver surfers have embarked on a new way of thinking in comparison to previous generations they surf the net, appreciate designer wear and enjoy fun packed holidays. essentially they love to keep busy and as many people would see their age as a hindrance they embrace it to the fullest!

We were asked too draw a "word picture" which best described the over 50's. The task was challenging because other age ranges are a lot more restricted e.g 15-19, 20-25. we were asked to work with a wide range but through observation from people we know and soft stereotyping, it was easy to establish that Waitrose and M&S were most loved by the over 50's through customer loyalty and the fact that a disposable income is increasingly likely once you are old enough to dip into those rainy day savings. On our word picture we found ourselves using words such as countryside, Tea and biscuits and grandchildren. we had to establish the link between what the over 50's enjoying their daily lives and their consumer behaviour.

Philip Kotler paved a new way of thinking in the 1960's a refreshing suggestion that a product was much more than just that but everything else that comes with it, anything that can be offered to a consumer to fulfill a need or desire. He embarked on the understanding of the individual rather than JUST the market. During the weeks lecture we have been discussing the effect of consumer behaviour and the business market.

The model suggests that when purchasing a product we do it in subconscious phases:

1. Recognising the need for that product...Is it really necessary?, am i wasting money?

2. Searching for information on the product...Where can i get it?

3. Evaluation of alternatives...Is there a cheaper option?, Do they have another colour?

4. Purchase decision...Am i going to purchase it?,

5. Post purchase behaviour...I'm ecstatic with my product!!, I've wasted time and money :(

When purchasing say a new blouse the model suggests we first determine that we NEED a new blouse, then you determine WHERE the best place to purchase it will be, then once you have found the blouse you want you may look for other options - Colours/Brands. Then time to determine whether you actually REALLY want it. Resulting in you leaving the store a happy satisfied customer or disappointed with your purchase.

Each stage shows the decisions we must encounter each time we purchase a product consequently like mentioned earlier does it leave space for the impulse buyer and the compulsive shopper?

Another theory that was developed at Harvard business school in the 60's was "The Perceived Risk Model" and was then enhanced by Laurent & Kapferer (1985). They argue that a consumers behaviour is acted on a basis of, Finance, Time, Performance, Ego, Physical and Social (FTPEPS). each an important attribute to consumer behaviour and the process undertaken when purchasing a product. it also suggests that each of us have a fear of risk when buying a product, however this does vary from person to person.

When a young first time buyer of a car say - a 21 year old male - sets out to acquire such a purchase Laurent & Kapferer suggest that each of the FTPEPS play a role in the decision process. FINANCE will play a big part in a 21 year olds decision in buying a car as younger people generally tend to have a reduced disposable income than older generations. The TIME he spends on this i believe will vary on whether they are an impulse buyer or have researched what they want. The PERFORMANCE will also have to be reliable when considering a car which conjoins with their EGO, how good they feel with their purchase and how good the purchase makes them feel. Which can also depend on the PHYSICAL appearance of the car, and their SOCIAL factors and values. How it will appeal to their friends, and if the car has a "cool" factor. I feel as though this model works two ways: the way it which the buyer goes through the process to ultimately project a good perception and how viewers of the car will see him perceived.

We then began to link ties between the association of a certain brand with a defined image or colour. Cigarette brands tend to do this due to health restrictions in what they can show. for example :

We associate the purple silk with the cigarette brand Silk Cut Purple, this is a good use of customer loyalty dut to the product not having to illustrate the name of the brand.

Perceptual maps allow us to categorise products on their performance and price, its a great way for companies to try and establish where there brand lies with competitors and how consumers perceive their brands and others. on the perceptual map above it clearly illustrates a visual that Cadburys roses and Ferrero Rocher are higher market chocolates and there fore cost more than the competing lower priced products and Mars and Twix.

For more information on how to do these follow the link...http://www.youtube.com/watch?v=wphoXc0qANE

...Perception...

WHAT DO YOU SEE!!

There are no rules in perception, what I view as being wrong another may view in an oppositional way but to dictate who is right or wrong is almost impossible as every individual views different things in different ways. It’s like spotting clouds, trying to familiarise them with shapes. In business applying this to practice can be quite tricky. When appealing to a certain audience their will always be individuals who perceive your product different to others. Although with stereotypes there is no smoke without fire we have to understand that each person is an individual.


We were given a pallet of different colours and asked to produce names for each colour whilst trying to appeal to a target audience. In this instance my groups target audience was the "silver surfers" (the over 50's). We had to incorporate our knowledge we gained through spending time with older family members and the perception we gain of other over 50's around us. Whilst discussing the various names for the colours we received we found that through naming colours relating to things they like and enjoy doing would relate to them best. Taking walks through scenic green areas and their love of pets also came into play whilst defining the perfect word to describe our colours.

We named this colour "parlour pink" as our perception of older ladies suggested that they enjoyed going to the parlour or saloon as part of their social routine. It also has a suggestive powder scent which not only appeals to the visual sense but also our sense of smell!! Adverts do this quite a lot especially in food and hair adverts. We also associate certain colours and patterns with things we have become familiar with through social and cultural context. M&S do this well through adding a sensual layer on top! The steam that rises from the food also gives an aromatic feel. Click this link to see exactly what I mean...

http://www.youtube.com/watch?v=ekpBrywvRpo

http://www.youtube.com/watch?v=s9ht1Xldj1s