Marketing Case Study - Toothepaste
Define mental and physical availability and discuss them in relation to the toothpaste brands mentioned in this case study
Mental availability as stated by Sharp, 2013 refers to the ability of buyers to notice and/or bring the brand to mind in buying situations.
The tendency of the consumer to link the specific brand by memory through various cues such as color, style or the size of the packaging or product among others, allows marketers to increase the amount of people who think of their brand and the number of times said brand appeals as an option to purchase.
By doing so this increases the chances of a brand being thought of by a consumer, this instead of not being thought of at all is much more beneficial for both brand and marketer alike. ‘Physical availability means making a brand as easy to notice and buy as possible, for as many consumers as possible, across as wide a range of potential buying situations as possible.’ (Sharp, 2013)
The presence that a brand demands in-store is what it’s all about, all marketers want this. * Hours of availability * Ease of the facility of purchase * Number of distribution points * Geographical coverage of distribution points * Geographical coverage of delivery points * Number of display points in store * Number of shelves devoted to the brand
A brand that is easy to buy and notice is a brand that is most likely going to be successful. Buyers as a whole generally don’t bare strong preferences for brands that they are usually loyal to; resulting in alternative products being chosen instead. Therefore a brand and its marketers must acknowledge that it is essential for a product to be easily distinguishable and easy to purchase (accessibility).
Discussion
Doug, the protagonist of the case study finds himself in need of toothpaste. Instantly he ‘scans the shelves for the familiar Shine-Brite package’ which is an easy pick-up of a mental availability example. The package redesign by Philip
Mental availability as stated by Sharp, 2013 refers to the ability of buyers to notice and/or bring the brand to mind in buying situations.
The tendency of the consumer to link the specific brand by memory through various cues such as color, style or the size of the packaging or product among others, allows marketers to increase the amount of people who think of their brand and the number of times said brand appeals as an option to purchase.
By doing so this increases the chances of a brand being thought of by a consumer, this instead of not being thought of at all is much more beneficial for both brand and marketer alike. ‘Physical availability means making a brand as easy to notice and buy as possible, for as many consumers as possible, across as wide a range of potential buying situations as possible.’ (Sharp, 2013)
The presence that a brand demands in-store is what it’s all about, all marketers want this. * Hours of availability * Ease of the facility of purchase * Number of distribution points * Geographical coverage of distribution points * Geographical coverage of delivery points * Number of display points in store * Number of shelves devoted to the brand
A brand that is easy to buy and notice is a brand that is most likely going to be successful. Buyers as a whole generally don’t bare strong preferences for brands that they are usually loyal to; resulting in alternative products being chosen instead. Therefore a brand and its marketers must acknowledge that it is essential for a product to be easily distinguishable and easy to purchase (accessibility).
Discussion
Doug, the protagonist of the case study finds himself in need of toothpaste. Instantly he ‘scans the shelves for the familiar Shine-Brite package’ which is an easy pick-up of a mental availability example. The package redesign by Philip