Situational influences

Individual activities – MKT 208- 15 marks
A) Situational influences- Chapter 13
1. Visit two coffee shops in your area. Describe how the services capes differ across the shops.
Why do you think these differences exist? (5 marks)
2. Describe the consumption rituals your family has associated with three ritual situations
from your own culture. (5 marks)
B) Cultural Influences- The J& J case (5 marks)
Johnson & Johnson is a global market leader when it comes to Baby products including Wipes
& Toiletries (Shampoo, Conditioner, Powder, and Moisturizer)
Situation: A recent accusation was raised against J& J highlighting that their products contain
Talcum Powder which contains cancerous substances which later on reflect onto the baby after
usage. This accusation was scientifically proven to be FALSE. However, the effect of worldwide
media negatively impacted the general perception of consumers & thus, is still resulting in J& J
shares decline.
One vital market where this accusation was blown out of proportion in India. The average Indian
the consumer is believed to avoid any J& J product today as a result of the false news.
Task: You are the product manager of the affected products in J& J, propose and describe an
advertising message that can provide a long-lasting, sustainable solution in the UAE in order to
bring back the faith of the Indian consumer and win them over again from competitors
considering the Indian cultural values.
HINT: A good example would be the way Coca Cola advertisements & commercials appeal to
sympathy & emotions, giving consumers the perception that they care on a personal level. It is
also worth it to consider the parent’ experience with the J& J products since their mothers used
the same products on them when they were babies and kids.

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