Product Placement in Movies

As you can see from my previous posts, I don't like to repeat the definitions and the theory but rather prefer to give good and easy to understand examples.  I will do the same with this post; after a small theory paragraph for everyone who doesn't know about product placement.

Product Placement is a marketing strategy used by companies to promote a product, usually through appearances of the product in films, television interviews or any other media.  The companies usually pay a fee, but sometimes they have other agreements, for example, providing the movie recording crew with beverages for exchange; for there soft drink to be appear in the movie.  Other examples are:

• A car manufacturer to pay to have the movie characters to drive their cars;
• On interviews, drinking a specific water brand;
• On movies, the main characters using a specific brand of mobile and etc.

So here are the two movies I watched to find out what brands appear in the movie..:

The movies are randomly chosen. 

First movie is Harold and Kumar go to white castle.
The whole movie is about two guys trying to go to "white castle" fast food.  So here it is the first advertisement already.  While they are at home, the one guy says "I am hungry lets go to KFC" and while they have a conversation there is an advertisement(white castle) on the TV.  The KFC brand appears in the movie a couple of times again while some other brands are promoted too: pepsi, doridos, and kodak. (the last three are in a market where you couldn't recognize any other brands, only these three brands.  The aim of the marketers is to lure the movie watchers to go to one of there branches while the aim of the movie producers is to reduce the expenses with some sponsors.

American Pie Reunion
In the whole movie you could see products that didn't have any written brand on it, for example cars and laptops, which shows that they don't want to advertise products for free.  On the other hand, on some points of the movie you could see some brands, like Pringles krisps on the kitchen table, or iMac.  One of the actors even said that he works for staples as an assistant manager while he could say he works for a "marketing company, a theater, a convenient shop etc." .

So product placement is a marketing communication tool which tries to advertise indirectly through a movie.

And then its the documentary movie "the greatest movie ever sold" which I recommend that explains all the above.  All the expenses were covered by the sponsors, the different brands that appeared and with a total cost of zero .(income from sponsors-expenses =>0 )

Why do we like gifts..Pain of Paying

Gifts have a circle life, innit? You give a gift now to a friend's birthday and you get a gift a few months later from the same person.  You pay for a gift and they pay for your gift.  And in most cases, we pay similar amount of money; if someone buys you an expensive gift, you most probably will buy back an expensive gift unless you can't afford it.  In the contrary, if someone buys you a cheap present, is unlikely you will buy him/her back an expensive present. Thus, money and gifts make a circle.  So why do we like gifts? 

We like gifts because we decrease the pain of paying.  I would love to buy a mont blanc wallet but I decided that it doesn't worth to buy for that price and the pain of paying is high, but what if someone else buys the wallet for me?  Would I say to him that I cannot accept the present and he/s should return the present back or would I accept the present?  And thus the pain of paying disappears.
You don't pay that particular time and adding to that you also remove the market norm transporting it to a social norm. (social norm is how people's behaviour influenced by the perception of what is normal, New York times 2011) What if you receive a gift and it has a price on it? It doesn't move from market norm to social norm but stays in market norm and most likely(at least that is the result of Dan Ariely's research) you wont enjoy the present as much as if there is no price on it(Which then, it goes to social norm)  A great example is the "secret Santa" where everybody buys a gift to someone else with a maximum amount of money. Why don't you just buy a gift from your self where you know you will like? Because it moves in your mind from the money prospective to the social prospective.

So three reasons to like presents that much even if financially and in substance is a life circle are: decrease of the pain of paying since you don't pay at that time, eliminate the market norms and increase the social norm.

Source: Dan Ariely - The pain of paying

Corporate Social Responsibility

CSR= Corporate Social Responsibility,

Just because I heard this subject on different discussions several times the last few weeks a quick note on CSR.
The Cyprus economy crisis has came to its higher the last month and most people are calling to stick with Cyprus and show our patriotism,  buy Cyprus made products, employ Cypriots etc.  One of these patriotic actions (as people say) are the reduction of milk prices in two big bakeries companies (milk plus bread = 1.50 instead of 1.50+1.50)

Do they really care for the crisis or is it another marketing communication? I bet on the second.
CSR is not making the firms being more ethical(especially in Cyprus!!) but rather being used by them(Thus, a marketing communication!!) to strengthen their image and show to the consumers that they "care".

Cyprus Elections - Outopos, Praksoula And the other seven outsiders..

A very quick thought I have due to the Elections yesterday.. We had eleven candidates, with only three of them having a chance to be elected as President.  Are all the rest of the candidates crazy? Do they live in an illusion that everybody will vote for them, or is it a Cheap promotion of themselves?

Charles Ponzi invented the CEO-centric marketing where the CEO promotes the company by promoting himself..  And since the cost to participate in Cyprus elections is not high; CEO-centric marketing  might be the explanation.  (Best example might be the case of Microsoft where Bill Gates travels around the world helping poor people and charities improving his images and thus, the image of Microsoft)

Andreas Efstathiou is a business man, Praxoula Antoniadou has been using the personal promotion for a long time and who doesn't know Outopos due to elections? 

*P.S. If you see me as a candidate in five years, with a chef hat promoting free food and desserts everywhere, as my plan for our country to get out of the recession... DO NOT think I have lost it.. I might be ready to open my own patisserie and thus I am promoting myself.!

Decoy Effect - How it influences some of our purchases - Examples

This is by far my favorite topic on behavioral economics/consumer behaviour and something that many marketers use with great results.

I will try to make it as interesting as possible, with as many examples as possible. So here is the first example..

* Which of the two orange circles is bigger?  Is it the right one? Let me help you, by definition decoy is a person or an object used for distraction.  In this example, the blue circles are the decoy, if you remove all the blue circles you will see that both orange circles have the same size!

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* And then its this example with an online advertisement (from Dan Ariely, Predictably irrational)

When consumers had two options, 68% of them chose the "economist.com" subscription and 32% the second and more expensive option.  If you say that they have a thousand clients; it translated to 80120 USD.

On the other hand, when a decoy appears which in this case is the "print subscription", subscriptions on the more expensive 3rd option rise! In numbers its 114400 USD which is more than 30000 USD difference!

Sum: The middle 125 USD makes the third option look cheaper by comparison forcing many consumers to choose the option that gives the company better income.

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*Look at this offer. Same operator same retailer same contract length, unlimited minutes and texts, both with 8GB of data and both phones are free with a 4G data BUT the second one is 5 pounds per month cheaper! 120 pounds in total.  Is that a mistake? Or is it intended to force you to buy the second one which is a very good option for them and will give them a good revenue?  Furthermore if you see the last option, same provider and retailer once again but 3GB less data with the same monthly cost. Mistake again or decoy? Who will buy the option of 5GB when he can pay the same for 8GB?

Sum:  Once again we compare with similar offers, and the "Bad" options force you to choose the "good" option which is the one that the retailers want to sell the most. If you do buy the decoy option it will only give bigger profit for the firm.

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* Lets say its summer and you planning for your holidays and the travel agent gives you two hotel options.  Hilton hotel and Holiday inn both full board(FB) for instance.   You know both are great and both have the same price.. In this case your decision to choose will be difficult. Then you have a third option(the decoy) Hilton hotel bed and breakfast(B&B) for the same price as the other two options.  By nature we compare things, and since you will have a similar option to hilton hotel to compare; its more likely that you will choose the Hilton Hotel FB in front of the Hilton Hotel B&B and even holiday inn FB.(Which most probably  will give to the travel agent a bigger commission!)

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Conclusion

So why does the decoy influence us? (The theory)
According to all consumer behaviour gurus the consumer Decision making process has a complex process which seems like this: Problem Recognition/Need Arousal --> Information search --> Evaluation of alternatives --> Purchase decision --> Post-purchase behaviour.

                              "The field of consumer behavior is, to me, the study of how our world is influenced by the action of  marketers." (Solomon, Consumer Behavior -1996)  

The evaluation of alternatives is in the decision making process, thus it influences the purchase behaviour!  A firm(and marketers) can force the sale of a particular product/service by adding a more expensive (decoy) product/service in their choices.

Do you have any good example?

If you like the examples and the decoy effect itself, then you should read this book: Dan Ariely - Predictable irrational.

Porter's 5 Forces, My Personal Experience

Hello! First of all, Happy New Year everyone! Today's post is about Porter's Five forces, and specifically the "Bargaining power of suppliers" which is very important factor for businesses and especially nowadays with the current Crisis.

Porter's Five forces is a framework analysis tool for new or existing firms that analyse the industry and business strategy development.  As you can see from the picture, the five forces are: Bargaining power of customers, bargaining power of suppliers, threat of new entrants, threat of substitute products and the Competitive rivalry within the industry. The second, "Bargaining Power of Suppliers" is the one that my personal experience is about.  But first some quick notes on that.  The supplier on a specific product have power over the firm when the product it sells doesn't have a competition or a substitute product.  Furthermore, when a supplier's customer is a small firm or unimportant, the supplier once again have the power over the customer, but on the other hand, when the customer is a big firm, it doesn't have much power because he needs the customer as the firm most probably gives a big income (example, Orphanides for those who know, just think of it, why did suppliers continue supplying the firm even when they didn't get paid?)

My personal experience.  My Father owns a printing company for almost ten years, and two years ago he decided to buy a new printer to print digital on rolled sticker paper.(avoiding the "traditional" procedure of the "RotoGravure".. Not writing to explain how printing works, the only thing I can say here is that it is more complicated, slower and more expensive! Digital made life easier!!!)  The printer that he bought is basically a good home laser printer modified to print, cut and roll at the same time.  So he made his calculations of whether he can print with competitive prices or not, and all calculations showed that the printer will give more profit and better prices to the customers.

So far so good.. What he didn't count on, is the alternative supplier for toner and paper. (the bargaining power of the supplier!) Because of the economical crisis or for any other reason, the supplier made a price rise several times, causing the rise of the expenses too.  If the supplier forces up the prices the firm will have to pay that difference causing less profit.

On the other hand, prices for supplies on the old rotogravure machines do rise but because of the competition, they are in a much better situation. (lots of ink suppliers, lots paper suppliers, lots of gravure cylinders suppliers and so on)

If it was a wine product, the company could have a vineyard and the supplier would not be necessary, but in this case, it is impossible to have an ink producer in Cyprus (the company have chip on the printer anyway), and the suppliers have some power over the company; they can change the price over time and the company will not have many options but to buy.  On the other hand, if there are many suppliers for the products that the company needs, (paper and toners) the company can change suppliers to force the competition among them to reduce the prices.  

Of course this is nothing new, we always knew that the more competitors the better prices we could have, but Porter's framework draws the five most important factors influencing the firm into one framework and this is my personal experience of how important this factor is.  In this case, all factors seem good and the decision to buy the printer seemed the best option but the inability to have power over the supplier can affect your firm. 

JUMBO advertisement - The best marketing campaign I've ever seen (well.. heard) Brand Awareness

Hello there,

I was on a long drive home on Wednesday night after I came back from the UK and I heard a new advertisement which caught my attention.  It was a "silly-song" like a rap type song and immediately, I thought "this should be Jumbo" (Jumbo for those who don't know, is the largest retail company in Greece, Cyprus and Bulgaria for toys, baby products, stationary, home products etc.)  In the end I was wrong and the advertisement was from another company (wont mention which; for legal issues).  I thought it should be Jumbo's because its been a few years now that they keep the same strategy and "template" on their advertisement and it seems that the specific type of silly-song advertisements is linked to Jumbo.

I will start with "brand awareness" to help me to support my argument.  According to all the marketing gurus, there are two types of brand awareness, the Aided awareness and the top of mind awareness.  To begin, aided awareness is when a consumer recognises your brand, for example, when you see apple's logo, you recognise it and you know what the brand is about.  On the other hand, top of mind awareness is when a researcher ask you to mention the first brand that comes to your mind; lets say, for soft drinks (Which would be coca cola? I guess so! ).  Second one is more important because its more likely that the consumer that have your product/brand top of his mind will purchase your product over the competitors one.

So when you hear a Jumbo advertisement and you immediately recognise it, its Aided awareness, if its top of mind or not; I have no proof to say so (not any research to support this) .  Although when another brand's advertisement reminds the consumer of another brand too, then your marketing plan is OVER SUCCESSFUL  (at this point I would like to say that its not only my experience but few other friends said the same)  In the end you have (well, Jumbo does) more advertisement for your company than you pay for!

Furthermore, some silly quotes that Jumbo uses in these advertisements, are used daily by people (eg. E ρε Jumbo που σας χρειάζεται, Jumboσακούλες [sorry guys can't translate that]) which will remind you of.. Jumbo without any advertisement at the time! 

That's enough about Jumbo and brand awareness, I have tried to analyse Jumbo's marketing approach (I have no idea if it was intentional or with a plan but it seems to be successful) and until next time, thanks for reading and please leave your comments. (positive or negative)

EXTRA (Select the free space between the * or ctrl+a to see my top of mind selection)

Whats the first brand that comes in to your mind for:
Vacuum cleaner: *Hoover*
Web search engine: *Google*
Beer: *Carlsberg*
Sport Clothing: *Nike*
Men deodorant: *Nivea*
Toy retailer: *JUMBO*