In this presentation we will look at two advertisements, one for the ‘Nissan’ SUV and the other for the ‘evian’ spring mineral water. We will describe the consumer market profile for each of these products. We will also carry out a personal evaluation of both these products. We will next compare the effectiveness of the approach in the advertisements to win over the consumers. We will then select one of these products and as the marketing executive for this product examine the decision-making process from the consumer point of view.

I. Consumer Market Profile
The Nissan SHIFT adventure Sports Utility Vehicle shown in the advertisement has the following consumer market profile:
1.0Demographic market description
1.1 Age range: 30-60 years
1.2 Income range: $30k-$60K per annum
1.3 Sex: Either (Family)
1.4 Occupation (Salaried, Business)
1.5 Home ownership (Preferable)
1.6 Ethnic group, level of education: Not relevant
2.0 Geographic market description
2.1 Area served: Countrywide
2.2 Density, location and climate condition not relevant
3.0 Lifestyle description

The target market’s lifestyle is what a typical American family likes which includes a taste for outdoor life, to enjoy nature, to get away from the pressure of daily life, to get some relaxation in the wide open spaces. At the same time this vehicle can be used for almost all needs in the city. This product is designed to appeal to this market segment.
The target customer is a family man with a steady job and school-going children. The entire family is fun loving and would want to stage a weekly getaway. Note the words “Shift Weekends” displayed on the advertisement.
Advertising, brand name, warranty, price and product features will influence the target consumer.

The second advertisement prominently shows the product though one may be excused for thinking it to be an advertisement for Levi’s jeans! The product ‘evian’ shown in the advertisement has the following consumer market profile:
1.0 Demographic market description
1.0.1 Age range: 15-30 years
1.0.2 Income range: $10k-$15 K per annum
1.0.3 Sex: Either (Family)
1.0.4 Occupation (students cum- part-time workers)
1.0.5 Home ownership (Not relevant)
1.1 Ethnic group, level of education: Not relevant
2.0 Geographic market description
2.1 Area served: Countrywide
2.2 High density and normal climate are further targets.
3.0 Lifestyle description

The target market is the boys and girls from their teens up to age 30. This particular consumer type is dynamic and on the move and has no need for formal suits as a dress. It feels comfortable in casual attire. This message comes out strongly in the advertisement. The target consumer is also somewhat inclined to be health conscious and can be persuaded to change from Colas to safe, pure life giving water.
Advertising, brand name will influence the target consumer.

II. Evaluating individual attitudes towards each of these products

The brand name Nissan is one of the most trusted and loved one amongst the automobile manufacturers. Nissan products are excellent value for money. They are truly great for their technical features, styling and the comforts provided. Over the years Nissan and Datsun have become household names, which guarantee quality.
As a potential consumer (subject to purchasing power!) any one of us would be very keen to consider the purchase of such a SUV.
The other product is equally well known in its class. Infact the brand stands for top of the line product. It is said that glacial sands give Evian its unique taste and mineral composition. It is a French brand and the product name is the same as the town in the French Alps where the springs are located. The manufacturers of this product sponsor many sports events and community programs and have a favorable image.

III Evaluating the effectiveness of the advertisements

The Nissan advertisement is very attractive, appealing and special. The location shown is unique. Usually a car (or SUV) advertisements show the vehicle on the road or over rugged terrain. This advertisement has broken fresh grounds. It shows the vehicle smoothly running in ankle deep water on a beachfront. With the hatch door open and a person shown there with complete fishing gear, it makes you feel you are watching a boat and not a SUV! There is a special effect in the photograph which makes you feel you are there on the scene. The language in the advertisement saying, “use the road less traveled with your loved one....” conveys a sense of discovery and pioneering spirit. In all a powerful message is being directed at the target consumers. One drawback of the advertisement is that near the person at the rear there is what appears to be a protruding leg of a child. This has not come out clearly in the photograph.
The ‘evian’ advertisement is for its ‘nomad’ pack. It is the .75-liter carry with you pack.
The target consumer is the younger generation that is likely to be dynamic and on-the-move. The pack is designed to be carried for its convenient size and attractive bottling. The company also makes several skin care and other beauty products. The casual attire creates identification with youth. The message is implicit and subtle. This particular bottle, by the name ‘nomad’, is deliberately categorized for the younger generation. The advertisement is simple. There is not much said in words. The picture is allowed to do the talking. Only ‘nomad’ which is this brand name and the words ‘young and moving’ appear in the advertisement. One unique feature of this advertisement is that the model’s picture appears only up to the shoulders and the face has been left out. It is not apparent what could be the motive for this strategy other than that it is a novel idea and one that stands out as different. It does serve the purpose of engaging one’s attention. The other oddity is that one arm of the model is shown as bare. Again, the motive is not apparent. The model is also a uni-sex though the slight built and the gentle features would make it appear to be a female model. A male model is unlikely to display the mid riff area. The overall effect of the advertisement is positive as it has appeal, attraction and class.

Both the advertisements tend to exploit the human attractions toward a life of style, luxury and high standards.

The concept of traditional marketing to the "sale" of promotion of healthy behaviors is present. There is evidence of a market plan, carefully designed message, employment of mass media, consensus building, and appropriate packaging . In other words the sale is bring promoted through promotion of healthy behavior. Full use has been made of the social marketing theory within the realm of behavioral theory.
IV Consumer Decision making
Next we move on to the decision-making process likely to be employed by a consumer or a potential consumer.
Two types of analyses are available here. These are Conjoint and Discrete Choice models. In conjoint analysis the type of data is experimental whereas in Discreet Choice it can be non-experimental survey or revealed market data. Other differences are as follows:
Criteria Conjoint Analysis Discrete Choice Analysis

Independent Attributes of the Attributes of alternatives
Variables alternatives and characteristics of decision
Units

Dependent Rating or rating ` Discrete choice of
Variable of alternatives one alternative

Experimental Description of Choice sets
Tool alternatives

Presentation One alternative at Several alternatives at a time
Alternatives a time

Experimental full or factorial Fractional factorial designs
Design designs generate alternatives and choice sets.

Level of Low High
Sophistication

Following steps are involved in DCA applications that are based on choice:
Identification of attributes
Specification of attribute levels
Experimental design
Presentation of alternatives to respondents
Estimation of choice models
If we were to apply these to our example of the Nissan SUV we will first identify the attributes. These could be from amongst the following:
Technical reliability
Styling
Price
Resale value
Warranty
Interior
Any special discounts/deals

For the next step i.e. specification of attribute levels we can say the regular model and the deluxe model. There are significant differences from one to the other. The design for example can be a set or combination of choices like regular model with lower price and smaller warranty period and the deluxe model with a higher price and longer warranty. Next comes the decision about the type of task. This could be “ I will prefer the regular model” or “ I will go for the deluxe model”. Next is collection of response data from respondents. The response in the form of discrete choices presents no problems in interpretation.