Explain various elements of promotion mix that you will use for newly launched product “Lite Air Fryer.” The price of a product is Rupees 8000/-. The USP of the product is that it consumes 80% less oil when compared with a traditional method of frying. The company is offering five years warranty on the same. Some additional features are:
Timer with ready signal and auto shutoff
Timer with ready signal and auto shutoff
- Cord storage keeps kitchen surface neat and tidy
- Dishwasher-safe parts for easy cleaning
- Adjustable temperature control for the perfect result
- Rapid Air technology fries the tastiest food without the oil
- Recipe booklet full of inspiring recipes and tips and tricks
Prepare Keller’s CBBE pyramid for the above-given brand “Lite Air Fryer.” Explain all the elements of CBBE model concerning the product in consideration.
A marketing professor at the Tuck School of Business Dartmouth College, Kevin Lane Keller developed the Brand Equity Model aka the Customer-Based Brand Equity. This model was specifically based on how customers think and feel about their products. Let us now go through the Keller’s Customer-Based Equity Pyramid for ‘Lite Air Fryer.'
As we know, the model rests on the four type of the fundamental questions which are often subconsciously asked by customers to the organizations. Now as we can see in the given image, there are four steps which comprise of the six building blocks. While building their brand to the success, any organization should have a goal of reaching the base to the top. Now, let us understand each of these six building blocks in the CBBE model built for the given product called ‘Lite Air Fryer.'
Brand Salience:
The Brand Salience or the Brand Awareness is the basic primary stage in the process of brand building. The brand salience of a particular product of a company deals with the identity of the product in the market. So, the brand salience can be answered when a company asks a question to themselves, ‘Who are we?’
This question is answered with the information about the degree to which a brand is thought about or noticed while customers are buying that product. The brand salience is a simply the memory of a particular brand which comes to mind during the purchase of a product. The salience is connected to the quantity as well as the quality of memory structures while buying a product. In a case of the product ‘Lite air fryer,’ the brand salience will be somewhat narrow as the product is quite new on the market. But a good catchy logo can help the product to linger in the minds of a customer. The brand is yet to be recognized as it is not well known in the market but the upon building it well it can hit the quality structures of memory well. Ex. Lite Air fryer consumes 80% of the oil. Whenever a customer is thinking about getting a less oily fried food, they will reflect on this product.
Brand Performance:
On the upper building block of the pyramid, we are dealing with a question ‘What are you?’. The answer to this question can be divided into two parts as the Brand Performance and the Brand Imagery. The Brand performance denotes the extent of a brand to which it meets the exact requirements of a customer. As per the CBBE model of Keller, the Brand Performance is based on Primary characteristics and features, reliability & durability, serviceability, effectiveness and efficiency of service, style, design, the price of a product, etc.
When we are assessing the Brand Performance of ‘Lite Air Fryer’, we should mention the unique feature and other features of the brand, such as,
- Unique Feature: It consumes 80% less oil than the traditional method of frying.
- Cost-effective: It’s market price 8,000/- makes it cheaper.
- Automatic and adjustable feature: Timer and Auto shutoff feature available. Also, the adjustable control features as per requirement.
- Bonus feature: Free recipe book
Brand imagery:
Brand imagery is built on brand performance. It denotes the extent to which a brand meets the needs of a customer on both social and psychological level. The brand imagery usually deals with the intangible aspects of a brand. The brand imagery is formed by the client’s direct brand experience or the secondary image formed by the word-of-mouth marketing.
While assessing the brand imagery of the ‘Lite Air Fryer,' it can be observed that the product uses the state-of-art modern rapid air technology which allows 80% less oil consumption. So, the product provides the healthy food and quite easy to use with its automatic features. In conclusion, the product brand imagery is modern, healthier & user-friendly.
Brand judgments:
The third level of the pyramid is based on the customer responses which answer the fundamental question such as ‘What about you?’ By their experiences with a particular product, customers give their opinions which are also called as Brand Judgements. They are quality, credibility, consideration, and superiority.
Considering this product, we can say the quality of the product seems quite high as the product enlists an excellent package of services at a reasonable price. The USP of this product is unique & superior, and it can subside the other competitors. If the USP is advertised well, the product will be considered first among the competitors.
Brand feelings:
After using a particular product, the customer’s give their feedback based on their experience and feelings when they were using it. Every product can evoke certain emotions in the consumer's mind. Keller had recognized six such positive brand feelings which are, Warmth, Fun, Excitement, Security, Social Approval, & Self Respect.
If we assess the Lite Air Fryer, we can observe it can evoke three feelings out of that total six which are Fun, Excitement, and Warmth. Easy to cook and healthier food option can evoke these three feelings.
Brand resonance:
When we ask questions such as ‘What about you & me?’, We can answer with the Brand Resonance. A product’s Brand Resonance is at the top of the pyramid as it is the most difficult to achieve. The Brand Resonance is possible only when the customers create a deep psychological bond with the product. According to Keller, the various categories of this aspects are Behavioral loyalty, attitudinal attachment, Sense of Community & Active engagement.
The fryer can be considered as a 'special purchase' as it will attract the people with a health-oriented attitude. If advertised well, this product can induce robust and active engagement in today’s health freak generation. All it needs to have the right set of marketing strategy and a comprehensive plan for the effective brand building.
So, overall the Lite Air Fryer is a good product with a USP which has the futuristic vision to attract the health-oriented and diet following generation.
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