Question Topic One

Develop buyer behaviour analyses and recommendations to Kimberly Clark Australia related to the
UBY KOTEX Beaver Television Campaign.

Executive Summary
This report provides an analysis of the current UBY KOTEX Beaver campaign with reference to
buyer behaviour theories and presents KCA with recommendations in regard to the direction of the
next marketing campaign of UBY KOTEX brand.

The report focuses on motivation of the target market, brand personality development, cultural
considerations and the formation and influence of attitudes.

The report proposes that the target market of Generation Y females require a product to meet their
higher order needs to create a purchasing motivation. Additionally, the report finds that by attaching
personality traits common amongst the target market, UBY KOTEX was able to connect more
directly with that market. The use of cultural understanding has assisted in marketing the brand
as members of the sub-cultural set were able to understand the euphemisms and metaphors
inherent in the Beaver campaign.

This report provides recommendations for the future marketing of the brand. The
recommendations include:
Maintenance of the positioning, targeting and segmentation strategy
Continuing the use of emotional appeals using humour
Development of a new television campaign to Bring Back the Beaver
Development of a societal marketing campaign to enhance positive brand associations and
introduce the brand to new customers through sampling.

Through thorough analysis of the past campaign and relevant buyer behaviour theories, this report
finds that the UBY KOTEX brand has established a solid platform on which to build and
capitalise on their existing brand equity to further increase their sales and market share within
the feminine hygiene sector.

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Table of Contents

1 Introduction 4

2 Current Campaign: Analyses of Beaver TVC Campaign 5

2.1 Motivation
2.2 Personality
2.3 Culture
2.4 Attitude

3 Proposal 10
3.1 Future Message, Brand Positioning, Targeting and Segmentation
3.2 Channel 1 Television and Traditional Media Campaign
3.3 Channel 2 Societal Marketing Campaign

4 Conclusion 12

5 References 13

6 Appendices 16

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1. Introduction

This research report explains how the understanding of buyer behaviour theories enables marketers to
understand and predict consumer behaviour to develop effective marketing strategies. It focuses on
the various buyer behaviour aspects of the Kimberly-Clark Australia (KCA) UBYKOTEX brand,
specifically on the 2008 Beaver television campaign and how understanding buyer behaviour can
facilitate the future direction of their marketing campaigns.

The report considers the buyer behaviour theories of motivation, personality and self concept, culture
and attitude formation and change. In analysing these concepts, this report establishes that by
understanding what motivates the consumer to purchase feminine hygiene products, KCA were able
to develop an effective marketing strategy to promote and create awareness of the UBY KOTEX
products.

The first section of the research report looks at the key definitions and an overview of the
fundamentals of buyer behaviour theories through analysis of the Beaver campaign.

The research report concludes with recommendations to KCA of the possible executions for the next
marketing campaign of the UBY KOTEX products.

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2. Current Campaign: Analyses of Beaver TVC Campaign

2.1 Motivation
As described by Percy & Rossiter (1992), if a motivation exists, an individual will purchase a brand
that can meet that motivation more closely than the alternative brands available.

It is important for marketers to identify the needs of the consumer and amplify the products ability to
satisfy these needs through advertisements. The inclusion of different components within an
advertisement allows the advertiser to appeal to different needs. (Yalch & Brunel, 1996) When
considering which product to choose, most customers will first judge the product functionality in
comparison to other brands. However given that most products on the market are able to fulfil the
function of dealing with menstruation, the more appealing advertisement would result in expectations
that it would better satisfy the consumers higher order needs. (Yalch & Brunel, 1996)

In the Beaver campaign, KCA has put less emphasis on the functional attributes of the product,
choosing to focus on addressing the higher order needs by adding emotional content. The Beaver
campaign was designed to speak directly to Generation Y females and create the image of a brand that
was exclusively for them, rather than something that they used because their mother had before them.
As such the campaign aimed to enhance a sense of ownership of the brand and individuality of
decision-making which are components of the sense of belonging and social needs as explained in
Maslows Hierarchy of Needs theory. This theory proposes that as each of the basic lower level
needs are satisfied, humans, or in this case consumers, are motivated to satisfy needs or buy products
that will represent their belonging and build self-esteem. (Simon et al, 1987, Appendix 2)

The use of feminine hygiene product is not only to fulfil the physiological need, but satisfy higher
level needs associated with belonging and social fulfilment.

It is important to consider the arousal of motives that should be used in the advertisement. According
to Phelps, Ling & Carrasco (2006), when the advertisement is emotionally arousing, it enhances the
level of attention paid to it. Advertisers often aim to arouse the consumers emotions as it can
influence changes in purchasing behaviour. KCA has implemented this within the Beaver campaign
through the use of humour. The use of humour and the engaging imagery of the Beaver, allowed the
campaign to communicate a sense of fun. When faced with the needs for the product this strong brand
association is likely to influence the purchase decision.

Hollbrook & OShaughnessy (1984) proposed that the reasons a consumer chooses a particular
product include the quality of life and satisfaction with the consumption experience. The same authors

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explain that the major emotional components of a consumption experience can be summarised in
fantasies, feelings and fun. The campaign ignores negative side effects of menstruation, and tries to
create a fun emotional component in consumption experience through a humorous and irreverent
campaign.

Milagros and Barry (2009) propose that most women feel embarrassed when discussing feminine
hygiene products and are ashamed of themselves during menstruation. KCA has pitched the
UBYKOTEX campaign at young women to reassure them, through the use of humour, that it is
possible to have fun with the subject. As such, the Beaver campaign attempts to convert the generic
goal of dissipating the embarrassment and unpleasant aspects of menstruation, into product-specific
goal of purchasing products from the UBYKOTEX range.

2.2 Brand Personality

Escalas & Bettman 2003 p. 339, suggest that consumers use brands to meet self-needs such as self-
verification or self-enhancement, and that brands are selected on the basis of how well they are
matched to a consumers self-concept. Once the brand selection is made, a connection is forged
between the consumer and the brand and brand selection can be made to fulfill the motivations of an
actual or ideal self (Escalas & Bettman 2003). The UBY KOTEX campaign challenges the consumers
to either identify with the central character, the actual self, or potentially strive for or adopt an ideal
self.

The UBY KOTEX campaign attaches some of the personality traits of the target Generation Y market
in order to connect more directly with that group. The central personality created in the campaign
resembles the Extrovert in McCrae & Costas the Big Five Trait Model, (Mulyanegara et al 2009 p.236
Appendix 1).

Mulyanegara et al (2009) have also studied the relationship between the personality of consumers
and their preference for brands to which they can relate and an understanding of this relationship
helps marketers align their brand strategies with the needs of the target market. The creation of this
distinct brand personality positioned the product with the aim of getting noticed and standing out from
the crowd. Mulyanegara et al 2009, continue to explain that a brand preference is formed once this
brand has been successful in attracting consumers attention. They summarise by pointing out that a
preference may be transformed into a motivation that ultimately finds expression in a specific
behaviour.

Caspi et al (2005), describe extroverted individuals as outgoing, expressive, energetic, and dominant
while introverted individuals are quiet, inhibited, lethargic and more content to follow. The distinction

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of the UBY KOTEX character or personality was intended to appeal to the market segment to make a
choice to buy the product and identify with the brand as an extension of ones own personality, rather
than be traditional and follow in the footsteps of their mother. The development of the brand as
confident, outgoing and rebellious built a new brand personality with attitude and distinguished the
UBY KOTEX from the competition.

The coming of age years (Schewe & Meredith 2005, p.52) closely represent the 16 to 24 year old
female UBY KOTEX target market, these authors suggest the events experienced during this stage of
life go on to influence their values, preferences, attitudes and buying behaviour. The inclusion of
the Beaver and the apparently conscious decision to shock audiences, helped to make a long lasting
impact which not only generated brand awareness but influenced brand loyalists to create open
discussions and defend the brand via the internet. The campaign successfully developed a personality
that the market felt confident to publicly embrace and defend. Creating a brand personality can
augment levels of brand trust and evoke brand affect, which in turn builds the level of brand loyalty
(Sung & Kim 2010).

Wolburg & Pokrywczynski (2001), explain that Generation Y have grown up in a more media-
saturated, brand-conscious world and hence are reacting and responding differently to advertising.
This article suggests that the segment is more judgmental of the companies trying to coax them into
buying something and that they respond better to humour, irony, and the unvarnished
truth(Wolburg & Pokrywczynski 2001 p.37). KCA addresses these issues through the use of the
Beaver as a euphemism and metaphor. The campaign purposely used a tone of voice (The Brand
Shop presentation) that represented a more rebellious image that encouraged the consumer to live
vicariously through the brand.

2.3 Culture
Culture is a crucial concept for the understanding of consumer behaviour because it is a lens through
which people view marketing messages and products. (Shavitt et al. 2008)

Lena Belin was quoted in the BRW this month saying that
Culture is relevant to business because buying behaviour is based on values, which are
shaped by three elements: personality, context and culture. The culture component includes
everything from preference for different media, group behaviour and customer loyalty down
to the physical appearance and attitudes of the company trying to sell something. (Walters &
Lindhe 2010, p. 7).
The article focuses on the importance of having a real appreciation of the cultural market being
targeted. This will ensure product awareness and hopefully prolonged success of the UBY KOTEX

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brand. KCA successfully identified the 16-24 year old sector of the feminine hygiene market as being
one that was not being spoken to, and developed the Beaver campaign to speak directly to them.

Many recent studies point at the necessity of adapting branding and advertising strategies to the
culture of the consumer (De Mooij & Hofstede 2010). Research conducted by KCA suggested a shift
was occurring in how society talks about vaginal health issues and that in western cultures,
advertising commonly emphasises individualism and individual control of his or her action, uses more
of a comparative approach, and focuses on competitiveness. KCA understood this theme and
specifically targeted the campaign to the culture of Generation Y females females members of the
population born between the years 1980 and 1994 (Schiffman et al. 2008, p. 400). Within this
generational culture, KCA has targeted the Look-at-Me value segment. As described by Schiffman
et al. (2008), this segment has a pattern of thinking associated with active, unsophisticated, somewhat
self-centred with peer-driven behaviour.

Culture consists of shared elements that provide the standards for perceiving, believing, evaluating,
communicating, and acting among those who share a language. (Shavitt et al. 2008) Membership of
this shared culture means that there is the likelihood that a consumer will understand the connotations
of particular images or symbols. Within the cultural group of Generation Y females, the word Beaver
is often used as an alias for the vagina (TheBrandShop, 2010). This concept has played an important
role in the campaign with the use of the Beaver and the slogan For the ultimate care down there.
Using this symbol and language the UBYKOTEX targeted consumers of Generation Y that were able
to through their previous learnings of their cultural group make the association to the vagina and
taking care of it.

2.4 Attitude & Attitude Formation

When considering the attitudes of the Generation Y target market, we note from Pechmann et al
(2005) that adolescence is a period of heightened self-consciousness and self-doubt and that
consciousness of brands increase in adolescence. The shock tactics and humour used in the Beaver
campaign were designed to make the brand more recognisable. This coupled with the brand
personality assigned to UBYKOTEX was designed to influence the attitudes held by the target market
toward the brand.

As found by Mitchell & Olsen (1981) advertising content factors produced significant effects on
three cognitive variables product attribute beliefs, attitudes, and purchase intentions. The same
research proved that the more favourable advertising content was perceived to be, the more positive
resulting variables. Laroche et al, (2002) solidify this position, proposing that when consumers

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present favourable attitudes towards a particular product, the result is increased product sales. KCAs
improved sales and market share of the UBYKOTEX brand since implementation of the Beaver
campaign (KCA Presentation, 2010) represent realisation of this theory.

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3. Proposal
Pechmann et al (2005) refer to Solomans (1983, 1992) symbolic interactionism theory. This theory
proposes that adolescents self-consciousness and social anxiety lead to an increased receptiveness to
image advertising and high-status, heavily advertised brands. The theory posits that consumers
often buy products not for their functional attributes but rather for their image attributes or value as
consumption symbols (Pechmann et al 2005 p.209). As such, these recommendations aim to cement
the brand imagery and the appeal to the personality traits the target market.

3.1 Future Messaging, Brand Positioning, Segmentation and Targeting

The authors recommend that KCA retain emotional appeals in their next advertising campaign
through continued use of the Beaver. It is recommended that KCA build on the current story line of
the television commercials and repeat a similar message and theme, ensuring that the consumer will
be able to relate to the product through memories of the last campaign.

To ensure the continuity of the message theme, it is recommended that KCA remain with the current
UBY KOTEX brand positioning of the cooler younger brand of feminine hygiene in the market place.
The target market must remain the distinct market segmentation of the Generation Y female (16-24
year old), specifically the Look-at-Me value segment. Any changes to the positioning and target
market of the campaign could lead to confusion around the brand and loss of the established brand
loyalists.

The main theme and new personality built by the brand requires consolidation and further exposure to
appeal to the laggard or latent consumers. The Beaver needs to make a reappearance to reconnect the
consumers to the UBY KOTEX brand. The brand needs to maintain the crafted brand image and
continue with the extroverted brand personality theme to ensure the message is consistent and leads
consumers to develop brand preference with reference to their own actual or ideal self.

3.1 Channel One - Television and Traditional Media Campaign

Traditional media such as television, press advertising and radio have the ability to reach a large
audience and as described by Carrie (2002), can have an enormous influence on teenagers. Through
the use of a light hearted humorous message the campaign successfully engaged the target audience
and increased the awareness of the brand (KCA presentation).

Consistently delivering and repeating humorous messages can increase the teenagers purchase and
usage (Boush et al 1994). As such it is recommended that KCA Bring Back the Beaver in their
television and associated campaigns. In order to evolve the concept of the Beaver and create a new
level of humour, the authors recommend a parody of the traditional feminine hygiene advertising

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clichs including featuring the Beaver horse-riding, surfing and jogging along the beach. This light
hearted humour is designed to be less shocking than the original campaign due to the fact that it has
been seen before in the market place. As such, it is aimed to appeal to the consumers that have already
switched to UBYKOTEX and encourage those who are lagging behind to reconsider their purchasing
decisions.

3.2 Channel Two Societal Marketing Campaign

In addition to maintenance and development of the traditional media campaign featuring the Beaver,
the authors recommend the implementation of a societal marketing campaign targeting school aged
girls 16 18 years old with the view to developing a relationship with the brand which will result in
brand loyalty.

The authors recommend that KCA create a competition in which girls can pitch a project that
promotes taking care of yourself and of others. This may be as diverse as organising a dance
competition to fundraising for a natural disaster relief program. The winning project from each
Australian state will be funded by KCA to the value of $5,000.

The program process is described below:

- KCA promote the competition through schools, teenage press and social media networks.
- To enter, teams film a short piece describing their project and why they should receive
funding.
- Entrants are uploaded to a dedicated KCA microsite or YouTube Channel.
- All entrants receive an encouragement pack including UBY KOTEX samples and other
items of interest.
- KCA bring in a panel of high profile women to judge the projects most worthy of being
implemented.
- The top entrant from each state is funded $5,000 to complete their project.

This program encourages brand loyalty through creation of a relationship with the brand and
influences attitude formation through product sampling and positive associations. It also develops
skills and independence amongst young women and enables them to become more involved in their
community. Crane & Desmond (2002) suggest that societal marketing should avoid prescribing to the
community and instead develop an understanding on how to build and maintain positive impacts on
society. The societal campaign recommended to KCA allows the market shape the program and as
such avoids taking on a prescriptive nature.
4. Conclusion

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This report analysed KCAs 2008 Beaver campaign focusing on how it created motivation amongst
targeted consumers, the brand personality established, the effect of culture on marketing and how the
campaign was used to form and alter attitudes in the market. It is apparent that the use of buyer
behaviour concepts played an important role in creating this campaign and in positioning the brand
with a view to increase sales and market share.

Although KCA research has shown that consumers rated UBYKOTEX high on the brand awareness
and low on the functional attributes of the products, this report recommends that KCA should
continue on current theme and appealing to consumers through humour as opposed to developing
functional messaging. To build loyalty and longevity, KCA should continue with the current
positioning, targeting and segmentation strategy. The continuation of the themes and brand messages
help to enhance the consumers memory of the UBY KOTEX brand and influence consumer attitudes.

This report provided recommendations for the next phase of marketing which includes a television
campaign to Bring Back the Beaver. In addition, a societal marketing campaign is recommended to
build positive brand associations and connect directly with their target market in a bid to influence
positive attitudes.

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5. References

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Knowledge of Advertiser Tactics, Journal of Consumer Research, Vol. 21, pp 16575.

Carrie, L.F., Edwards, S.M. & Lee, W.N. 2002, Teens use of traditional media and internet,
Journal of Advertising Research, vol. 40, no. 3, pp55-65.

Caspi, A., Roberts, W. &Shiner,L. 2005,Personality Development:Stability and Change, Annual

Review of Psychology, Vol. 56, no. 1, pp. 453-484.

Crane, A. & Desmond J. 2002, Societal marketing and morality, European Journal of
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De Mooij, M & Hofstede, G 2010, The Hofstede model Applications to global branding and
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consumers connections to brands, Journal of Consumer Psychology, Vol. 13, pp. 339348

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Hollbrook M. & OShaughnessy J. 1984, The Role of Emotion in Advertising, Psychology and
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Laroche, M., Cleveland, M. & Maravelakis, I. 2002, Attitude accessibility, certainty and the attitude
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International Journal of Advertising, vol.21, pp.149-174.

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Milagros D. & Barry P. 2009, Constructing female identities through feminine hygiene TV
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Mitchell A. & Olsen J. 1981, Are Product Attribute Beliefs the Only Mediator of Advertising Effects
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Pechmann, C., Levine, L., Loughlin, S. & Leslie, F. 2005, Impulsive and Self-Concious: adolescents
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Percy L. & Rossiter J. 1992, A Model of brand awareness and brand attitude advertising strategies,
Psychology and Marketing, vol. 9, no. 4, pp. 263-275.

Phelps E., Ling S. & Carrasco M. 2006, Emotion facilitates Perception and Potentiates the Perceptual
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Schiffman, L., Bednall, D., OCass, A., Paladino, A., Ward, S. & Kanuk, L. 2008, Consumer
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Shavitt, S., Lee, A.Y.,& Johnson, T.P. 2008, Cross-Cultural Consumer Psychology, In C. Haugtvedt,
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Simons J., Irwin D. & Drinien B. 1987, Maslows hierarchy of needs, Psychology - The Search
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Walters,K. & Lindhe,J. 2010, The new mainstream, BRW, October, p7.

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Wolburg, J.M.& Pokrywczynski, J. 2001,Psychographic analysis of Generation Y college
students, Journal of Advertising Research, vol. 41,no 5 ,pp. 33-52.

Yalch R. & Brunel F. 1996, Need hierarchies in consumer judgments of product designs: is it time to
reconsider Maslows theory? Advances in Consumer Research, vol. 23, pp 405-410.

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6. Appendices

Appendix 1

Mulyanegara, R.C., Tsarenko, Y., Anderson, A., 2009 The Big Five and brand personality:
Investigating the impact of consumer personality on preferences towards particular brand personality,
Journal of Brand Management, vol. 16 Issue 4, p234-247, 14p Table 1 p236

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Appendix 2

Maslow A., 1954, Motivation and Personality, Harper and Row, New York.

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Appendix 3

Competitors campaign imagery

Cei 2010, viewed 24 February 2010 <http://www.cei.asia/searcharticle/2010_02/Libra--Wonder-

Man--Australia/38926>

Kissling, E. 2010, Because nothing is funnier than PMS, viewed 19th February
2010<http://menstruationresearch.org/category/media/advertising-media/page/3/?submit=view>

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Funnell, N. 2010, viewed 29 April 2010, National times <http://www.theage.com.au/opinion/society-
and-culture/enough-with-the-euphemisms-on-womens-body-parts-20100429-tu2s.html?
comments=111>

Found in Mons Basement, 2009, viewed 07 December 2009

<http://pzrservices.typepad.com/vintageadvertising/2009/12/1970s-ad-for-carefree-tampons.html>

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