Colgate Aims to Satisfy Consumer Egoistic - Accounting Assignment Help

Assignment Task:

Task:

1a. In my opinion, Colgate aims to satisfy consumer egoistic (self-esteem) need and selfactualization need with its new recyclable packaging. Due to the fact that Colgate only change the packaging but not creating new style of toothpaste or upgrading the product quality, so I think the needs like physiology, safety and social should not be taken for granted It is deemed that those people who buy this new recyclable packaging toothpaste do hope to be respected by other ones. They want other individuals respect them as environmentalist and therefore fulfill their egoistic need. Consumers who are willing to purchase the recyclable packaging toothpaste are environmentalist to some extent. Thus, after using up the toothpaste and would not cause any environmental problem can be preferred by these consumers, which will lead to their self-satisfaction towards their attribution to global environmental protection so that reach the self-actualization need. 1b. -Goals and self-concept Consumers who are willing to purchase the recyclable packaging toothpaste think themselves as environmentalist to some extent. They choose this new packaging since it relevant to their self-concept. For those environmentalist, they set their goals to preserve the earth, thus they start setting an easy and prevention-focused goal that can be achieved on daily basis. -Appraisal theory To make customers feel good means to let customer fully understand the importance of this new packaging. So Colgate can use the big data analyzing the decrease tendency of plastic waste from traditional packaging after using the new one so that customers may feel pleasant and proud of themselves. Meanwhile Colgate can also instruct customers how to recycle this used packaging to develop their ideal sustainable community, which will make customers feel satisfied towards this outcome.

1c. -Ability Customers may be constrained by the ability in cognitive resources because some of them are novices towards recycled plastic therefore they do not know how to reuse or recycle the new packaging. As time pass they will buy the substitutes. To overcome the constraint in ability, Colgate should develop the educational messages from the first step. For instance, Colgate can illustrate the theory of recycled and the way to reuse recycled plastic at home by concise picture and few words which contained in the packing box, to make information easily to understand. Moreover, Colgate should set a website displaying how the new packaging recycled and reused in other domain to spread the idea deeply. -Opportunity They may also be constrained by the insufficient opportunity in distraction because there are series of commercial advertisements in our city and therefore customers may forget the new packaging news. To overcome the constraint in opportunity, Colgate can repeat its marketing communication to some extent. For example, the news of the recyclable packaging can be noticed in the entrance of community where other commercial advertisements can hardly be seen.

2a. I choose the first one Weetabix Method to maximize exposure: Example 1: Put the advertisements in the crowded public places like subway entrances and the bus stops. Example 2: Increase the distribution of advertisement on diverse medium like magazines, Internet and TV programs. 2b. The first characteristic that the ad uses is easy to process stimuli. It is quiet straight forward for consumers to understand what the ingredients are in this product. Even if the consumer is a child , he can identify there are blueberry and wheat contained in the box and they should be mixed with milk to enjoy. The second characteristic is self-relevant stimuli. In the left corner of the product, there is a green bar consisted of three elements: Only 2g of sugar per one, good source for fit and low in fat. Thus it is quite relevant to those who are doing fitness or those who want to have weight loss. But the font size of the letters in the green bar may not be noticed by consumers since the size is too small to notice therefore it is hard to process the information while consumers are doing window shopping. The third characteristic is prominent stimuli. The bright color of packaging really catches consumers’ eyes, especially for the big product name ‘Weetabix’. The name of the product can make consumers relate to ‘wheat’ and notice it when consumers want to buy wheat product. Because the ad is quite colorful, it may be more easily to be noticed under the plain background.

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