Question: Competency: Analyze the impact an individual's perception, personality and attitude have on consumer behavior.
Scenario: You are the marketing manager for Best Fitness. The firm markets athletic footwear, sportswear, and accessories. Best Fitness has a reputation for manufacturing the finest products and is the leader in the industry. Your firm is introducing a new line of accessories, including fitness trackers.
You are attending a marketing conference. The theme of the conference is Creating Brand Experiences through Sensory Appeal. Your attendance comes at the perfect time as it addresses sensory perception and its impact on consumer behavior. The topic has important implications for Best Fitness' marketing of the new line of fitness trackers.
Instructions: Your manager, Michael Groza, has asked you to prepare a PowerPoint presentation to be delivered to the marketing department regarding what you've learned and has asked you to include the following information:
• Introduce the concept of perception and its influence on brand experience.
• Explain how you plan to include package elements such as color, symbolism, and design of the new fitness trackers to create positive images for the brand. Explain each element in detail.
• Recommended brand experiences you plan to implement.
• Create a personality for the brand that relates to the consumer's self-perception.
• Develop a sample slogan, caricature or lyrics for a jingle for the brand.
• Having a good set of speaker notes for each of your slides helps ensure you cover everything necessary.