Refer to the following scenario to answer the questions below.
Susan is working on the advertising plan for her company's shampoo,Silkience.She has conducted a SWOT analysis and learned that her company enjoys a strong financial position and has good working relations with the resellers of its brands.The primary target customers for this brand are women between the ages of 35 and 50,and a demographic analysis indicates that this age demographic will grow in double digits over the next 10 years.Silkience targets women who may be having concerns about graying hair.It is a gentle shampoo that will not wash out color,especially semi-permanent color that women of this age tend to use.However,Susan also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because previous ads tended to use younger-looking models.There was also nothing in the previous advertising campaigns that really explained the benefits of the brand,such as suggesting that it was gentler for semi-permanent-colored hair.
-Massiel,the account planner for Silkience,investigated all of the research on the brand,looking for possible reasons that the target market has not responded and for ideas about how they could be motivated to respond in the desired way.Which of the following was Massiel doing?

Question

Quizplus · Accepted Answer

Massiel was conducting insight mining, which involves analyzing research data to uncover underlying consumer motivations and behaviors. This would help her find possible reasons why the target market has not responded to the brand and come up with ideas for how to motivate them to respond in the desired way. Perceptual mapping involves plotting consumer perceptions of brands and their attributes, repositioning involves changing a brand's position in the market, feature analyzing involves examining the specific features of a product, and brand positioning involves creating a unique image and identity for a brand in the minds of consumers.

Refer to the Following Scenario to Answer the Questions Below