TUGAS BESAR IILaporan Analisis Perilaku Konsumen dan Strategi Pemasaran Pada Produk Es Krim Wall's

Summary

This presentation analyzes consumer behavior and marketing strategies for Walls Ice Cream. It explores how the brand caters to different market segments through various product offerings (e.g., Pedolp for children, Magnum for adults) and emphasizes emotional connections, such as nostalgia and social bonding. The script discusses factors influencing purchase decisions, including taste, quality, price, and social influences. It also highlights the role of digital marketing, social media, and sustainability. Recommendations include innovating with premium variants and health-conscious options while strengthening consumer engagement through online platforms.

Takeaways

• 😀 Consumers purchase Walls ice cream based on factors like taste, quality, price, and promotions.
• 😀 Social influences, such as recommendations from family and friends, play a significant role in the purchasing decision.
• 😀 The brand caters to different segments with distinct product variants (e.g., Pedolp for kids, Magnum for adults).
• 😀 Ice cream is often associated with happiness, social bonding, and celebrating special moments.
• 😀 Consumers use products like Magnum to express their identity, with a focus on luxury and self-expression.
• 😀 Personality traits, such as hedonism and dynamic lifestyles, influence purchasing decisions for Walls ice cream.
• 😀 The brand appeals to busy, modern consumers by offering convenient, affordable, and high-quality products.
• 😀 Social and cultural values, such as family and togetherness, are integral to Walls' marketing and brand image.
• 😀 Social media, influencer marketing, and digital campaigns are crucial in reaching younger audiences and adapting to digital culture.
• 😀 Different social classes affect the choice of ice cream, with lower-income groups preferring affordable options and higher-income groups opting for premium variants.
• 😀 Walls should continue to innovate with unique flavors and align with trends like healthy eating to stay competitive in the market.

Q & A

What are the primary factors influencing consumer behavior towards Walls Ice Cream?

The primary factors influencing consumer behavior include taste, quality, price, accessibility, and promotional offers. Additionally, social influences from friends and family, as well as environmental considerations such as packaging, also play important roles.

How does consumer identity and self-expression relate to purchasing Walls Ice Cream?

Consumers choose Walls Ice Cream to express their identity and self-concept. For example, Magnum is associated with elegance and luxury, catering to those seeking to showcase sophistication, while products like Cornetto and Paddle Pop cater to younger, fun-loving individuals, reflecting their carefree lifestyles.

What role does social and cultural identity play in the marketing of Walls Ice Cream?

Social and cultural identity is central to Walls' marketing strategy. The brand resonates with values of community and togetherness, especially in Indonesian culture, where ice cream is commonly enjoyed in social settings like family gatherings, birthdays, and other communal events.

How does personality affect the purchase of Walls Ice Cream?

Consumers with extroverted or hedonistic personalities are more likely to purchase Walls Ice Cream, as the product promises enjoyment, pleasure, and a sense of happiness. The brand's positioning as a fun and convenient treat appeals to individuals who seek joy in social experiences.

What marketing strategies does Walls use to appeal to different consumer segments?

Walls uses a variety of marketing strategies, such as offering a broad range of product options from affordable to premium variants. The brand also focuses on emotional appeals like nostalgia and celebrating joyful moments, alongside using digital platforms, social media influencers, and collaborations to engage with younger, tech-savvy audiences.

How do social class and income influence the decision to purchase Walls Ice Cream?

Social class and income levels significantly influence purchasing decisions. Consumers from lower-income backgrounds tend to opt for affordable variants, while those from higher-income backgrounds are attracted to premium, exclusive variants. Walls' diverse price range makes it accessible to both segments.

In what ways does digital and global culture impact Walls Ice Cream's marketing?

Digital culture and globalization have encouraged Walls to adapt its marketing strategies to reach younger generations. By utilizing social media and collaborating with influencers, Walls taps into global food trends and connects with the youth who are influenced by online content and global flavors.

What emotional connections do consumers have with Walls Ice Cream?

Consumers have a strong emotional connection with Walls Ice Cream, associating it with happiness, celebration, and comfort. The brand evokes nostalgia and enhances social interactions, making it an essential part of family gatherings and special occasions.

How does the choice of packaging influence consumer behavior for Walls Ice Cream?

Packaging plays an important role in consumer behavior. Apart from being visually appealing, environmentally conscious packaging can influence consumers who are concerned about sustainability. The ease of access and portability also makes the product more convenient for consumers.

What recommendations were made to improve Walls Ice Cream's marketing strategy?

The recommendations include strengthening its positioning as a comforting and joyful treat, leveraging consumer reviews and recommendations, introducing limited-edition or premium product lines, maintaining affordability, and focusing on sustainability by adopting eco-friendly packaging.