Success of Failure

ARGUMENT AND SUPPORTING EVIDENCE

CONSUMER BEHAVIOUR

“Marketers’ success in influencing purchase behaviour depends in large part on how well they understand consumer behaviour” (Belch et al. 2011, p. 123)

Marketers behind this product clearly understand the above statement and have taken this on in marketing the product. Below we look closely at the consumer behaviour behind this product and evaluate the success of the marketer in understanding this behaviour and shaping the campaign to fall in line with this.

§  Maslow’s Hierarchy of Needs

Looking closely at Maslow’s hierarchy of needs (Belch et al. 2011, p. 127) marketers have focused on the esteem needs and social needs of the target audience in order to build the brand.

Social Needs: According to Maslow, or one need to be fulfilled those prior to it must be fulfilled. Social needs are one of the first things the younger generation experiences as they are growing up, particularly during the pubescent stage of their lives. This audience wants to be socially accepted, feel as though they belong and are loved. This need can be tapped into with the product we are accessing. Consumers want to be accepted by their friends and music can be a great way for consumers to interact with one another and more importantly, in groups. This product encourages social interaction, going to concerts with friends, going to meet the band at their sunrise appearance etc.

Esteem Needs: Once this consumer feels as though they have gained a sense of belonging and are part of a group, they may start to focus on esteem needs. This is the need for recognition and status, perhaps amongst the group. By liking something that is so ‘in’ and ‘cool’ will allow those individuals to feel as though they are fulfilling some sort of esteem need. Whether it be, being the first to get tickets to their show then tell all their friends, or to even meet the band. These goals will help to fulfil esteem needs of the target audience.

This is a video which shows the opening of the One Direction store in Sydney, yet another group activity encouraging esteem and social needs of the audience. http://www.youtube.com/watch?v=7aluzAGzY7s

STRENGTH OF BRAND

§  Brand Equity

 “Brand equity encompasses both the perceptual values attached to a brand as well as the financial values that result from the positive consumer brand behaviour” (Belch et al. 2011, p.163)

Brand Equity is an effective way to measure the success of a product.

One Direction are a high profile group, with their first album selling over 176,000 copies in the first week of release (Music Mix. 2012). This proves that this band is financially equitable and also holds a strong degree of brand awareness, brand loyalty and brand preference.

As stated above, this can only be a result of positive consumer behaviour which marketers have successfully achieved since starting their career on X-Factor, which was another opportunity for the group to connect with its audience on an emotional level, through the medium of television.

Here are some examples of the positive consumer behaviour that the band have developed:

§  One Direction currently have 4.8 million Facebook fans (One Direction. 2012). That is 4.8 million consumers they have access to, and consumers that are wanting to constantly be updated on the band and its by-products.

§  One Direction have 3.1 million Twitter followers (One Direction. 2012).

§  Fans are willing to pay in excess of $350 (Viagogo. 2012) to secure tickets to see One Direction live. This challenges the perception of ‘value’ and proves that marketers have successfully achieved positive consumer behaviour as stated above.

The Marketers behind One Direction clearly understand the consumer behaviour, they understand the market and exactly how to reach the audience, which is proven in the equity to which the product now holds.