Marketing Communications of Trojan Condoms. By Shane Garvin

Transcription

1 Marketing Communications of Trojan Condoms By Shane Garvin

2 2 Trojan condoms have been around since the early 1900 s and have been one of America s leading contraceptives (Trojan, 2010). Today, they are a huge business with over thirty varieties of their product and consider themselves to be America s leading condom choice. Some might say that it s the quality of the product that got them that title, but it was their advertising that really won over the nation. Since 2001 when condom commercials were first broadcasted by three major networks, that is when Trojan skyrocketed to success (Kaiser Network, 2001). We will take a closer look at the basic elements of communication process, the role of communications in marketing, and how the major variables in the communication system influence consumers processing of marketing communication messages for Trojan. Basic Elements of Communication The basic elements of communication include the source/sender, encoding, channel/message, decoding, and the receiver. Other elements that factor into this model are noise, response of the consumer, and feedback. Here are those elements in more detail. Source The source or sender is the person who sends out the information to a large group of people (Belch, 139, 2007). This person is either the organization itself or a specific person/celebrity sponsor. Trojan uses a simplistic approach and uses the organization itself as the sender of information. Encoding Encoding is the words, symbols, pictures, etc the company uses to represent the message they are sending to their target market (Belch, 139, 2007). Trojan does this

3 3 mainly through their logo, which is just a Trojan helmet. This has become the biggest identifier for Trojan. It was chosen to show protection and virility and has been most successful for the company (Health Guidance, 2010). Message The message is the actual information and meaning the source wants to convey to consumers. The messages that Trojan sends out are usually semiotic (finding meaning in words, symbols, gesture, etc.) (Belch, 140, 2007). The messages they send out are also usually targeted towards today s youth and use a combination of humor and awareness. For example, one ad campaign they used a pig to show that not wearing a condom makes you look like a fool (Newman, 2007). Channel The channel is the how they get the information to the receiver (Belch, 140, 2007). Trojan uses a mix of television, radio, and print to convey their messages (Trojan Condoms: Buy Trojan Condoms, 2010). These would be considered mass media, a type of nonpersonal communication, which are most common today. There is also a type of personal communication that is a little bit harder to measure and that would be word-of-mouth (DeWolf, 2008). This is the type of communication that we have with family, friends, and people we talk with on a daily basis (Belch, 141, 2007). Another type of nonpersonal communication Trojan uses is viral marketing. They have their own Facebook page, which also provides information about the company (Trojan Facebook, 2010). Receiver/Decoding

4 4 The receiver is the person who the sender shares their information with and would typically be described as the company s target market. We discussed previously that the nation s youth is a typical receiver of Trojan s messages. Decoding is how the receiver has interpreted the sender s message. They do this by using past experiences, perceptions of the company, and attitudes or also known as their field of experience (Belch, 142, 2007). For example, a potential customer of Trojan s products would either ask a friend how it worked for them or hear the overall positive attitude that consumers have towards their product before purchasing it. Noise Noise is anything that interferes with the communication process (Belch, 142, 2007). Trojan experienced noise with one of their ad campaigns when it was banned from television back in 2007 (Newman, 2010). Response/Feedback Response is the customer s reaction to the product (Belch, 142, 2007). Trojan has had a constant positive response from customers. This is measured by the increasing revenue they see each year and by being the best selling condom in America (Koerner, 2006). Feedback is the actual communication the receiver makes with the sender about the product (Belch, 142, 2007). Trojan allows constant feedback on their Facebook page where Trojan actually responds to comments made by consumers (Trojan Facebook, 2010). Role of Communication in Marketing Identifying Audience

5 5 A way for companies to use advertising more effectively is to define where their target market lies. Out of the four levels of audiences described in Belch s textbook, most of their marketing efforts are in the last level, which are mass markets and audiences. They do this because they have a product that can be used almost any age that is having protected sexual interactions (Belch, 145, 2007). However, some ways that Trojan could be placed in the third level of audiences (market segments) is where their advertisements are placed (Belch, 145, 2007). For instance, commercials can be played on certain networks at certain times when the market typically watches television. It was also shown that Trojan advertisements were placed more in men s magazines to appeal teen and young adult males (CPYU, 2007). Finally, Trojan also has shown that they target individuals with their Facebook page. They do this by allowing two-way communication between them and each consumer that comments or asks a question on the page (Trojan Facebook, 2010). Response Models Hierarchy of Effects Model This is the model that expresses how advertising works (Belch, 146, 2007). It illustrates six stages in which each has to occur in succession of the other. The first stage is awareness, where Trojan finds a way to get their name out there. They do this through their multiple channels of advertising. The next step in the hierarchy is knowledge. This is about letting the consumer know what the brand is about. Both of these stages are part of the cognitive process, which is what the receiver knows or perceives about the product or brand. In this process, the consumer has become familiar with the Trojan logo and now knows what it stands for (Rypen, 2010).

6 6 The next stage of the hierarchy is liking. This is the stage where the consumer expresses how they feel about a particular product. This leads to the stage of preference. These stages are different because a consumer can like a product, but it doesn t mean they prefer it to another one just like it. This is the stage where they decide if they want to make your product their number one preference. One of the last stages is conviction. This is where the customer doesn t even think twice about buying another product. This means when a consumer thinks of condoms, they wouldn t think about any other brand except for Trojan. These three stages fall into the affective process. This is where the consumer decides their liking for the product with many different levels (Rypen, 2010). The final stage of the hierarchy is purchase. It is quite obvious to why this final stage is different from all of the others including conviction. You can have conviction for a product and never get around to purchasing it, but in the purchase stage the consumer finally decides to stick with the product thus completing the Hierarchy of Effects Model. This final stage also falls into the behavioral process. This is where the consumer takes action, which is also known as either purchasing or not purchasing the product. This is the stage that Trojan strives for when creating their communication strategies (Rypen, 2010). Alternative Response Hierarchies There are three alternative response hierarchies that have different perceived product differentiation and involvement in the purchase. The Standard Learning Hierarchy engages the consumer before making the purchase. In Trojan s case, this means the customer would learn about the product, grow to like it, then purchase it after much research.

7 7 The Dissonance/Attribution Hierarchy is when a consumer has to choose between two or more alternatives right away then learns more about the product he/she chose from the get go. The consumer might even develop negative feelings towards the rejected alternatives. In Trojan s case, they don t necessarily have control over this situation. Their best bet would to brand the product as best as possible especially with packaging. They do this with their many varieties of products that differentiate from their competition. The last alternative hierarchy is the Low-Involvement Hierarchy, in which there isn t a huge difference among alternatives and the consumer doesn t partake in much research of the product. When there is low involvement and minimal research, consumers rely on what they see in magazines and television. This is where Trojan wins over most Americans because they are one of the only condom brands that advertise on a mass level. FCB Planning Model This model also has to do with involvement, but it also throws in two other categories: thinking and feeling. Based on Vaughn s research it seems that Trojan falls into the Self-Satisfaction square. This is the do-feel-learn model where there is low involvement in the process of purchasing this product. It also seems that this type of product is purchased based on the attention or media surrounding it. Whenever Trojan comes out with a new type of condom, they always find a way to create buzz around it. For example, the company has recently come out with a type of condom that appeals to both men and women. To advertise, they had a couple come into the convenience store after trying it and share their experience with it. It is advertising like this that stays in the

8 8 minds of viewers so they don t have to think as much, but just remember what they saw on television, heard on the radio or saw in a magazine to make a quick purchase decision. Cognitive Processing of Communications Cognitive Response Approach This approach is the receiver s response to advertising messages while reading, viewing, and/or hearing them. The first thought that pops up into their head is whether they are opposed of the message that is being said in the ad or do they support it; these are called counterarguments and supportive arguments. When consumers look at an advertisement from Trojan, the company wants them to support them right off the bat. This means that since they are a condom company, they don t want to put anything out there for the public to see that might offend anyone (Belch, 155, 2007). The second thought process is something that Trojan typically doesn t have to worry about since they don t have spokespeople. They have made it by for the past ninety years by using everyday people, which could be considered a source bolster or favorably received source of information (Belch, 156, 2007). The last thought is the overall impression of the ad itself or also known as the ad execution thoughts. Ad execution-related thoughts can be both favorable and unfavorable. The Trojan company has done something really amazing over the past ten years. They have taken something that most people wouldn t advertise to the masses and make it very commercial. However, most companies have their slip ups and Trojan is no exception. They had a commercial banned back in 2007 for not focusing enough on disease prevention and more emphasis on casual sex (Bull Dog Reporter, 2007). This relates to the next top of attitude toward the ad. If you come out with an unfavorable ad

9 9 campaign, customers will most likely have a negative attitude towards the ad and the brand itself (Belch, 156, 2007). With the exception of the one ad in 2007, Trojan has maintained a good reputation for well-executed and favorable ads in the US. Elaboration Likelihood Model (ELM) This was a model created to show how the persuasion of advertisements can persuade certain attitudes towards a product. It is functioned based on motivation and ability. These are key factors in deciphering between the central and peripheral routes to persuasion. The central route to persuasion means that the consumer is actively involved and has a high ability to evaluate messages. On the other hand, the peripheral route to persuasion shows the consumer as lacking motivation and/or ability. They more than likely do not engage in cognitive thinking and rely on their peripheral cues to evaluate ad criteria (Belch, 158, 2007). When it comes to Trojan, the company would hope that the customer is doing research and finding the best contraceptive there is out there (the Trojan brand). However, more than likely, consumers are using their own peripheral cues from advertisements to guide them to purchase the Trojan brand. Again, they rely on the advertisements they ve seen on TV and in the corner of their eye since they were little. Conclusion Trojan condoms are the number-one selling condoms in America. They advertise on a national level and that is what separates them from their competition. We learned about the different channels they use in the basic communication process, that people rely on those advertisements to choose the Trojan brand and that they remember those ads when it comes down to finally purchasing the product. That is why Trojan takes up more than 70% of the market share of condoms in America (The Other Trojan War, 2006).

10 10 Hopefully they can continue that success overseas and be the number one condom in the world.

11 11 References 1. "3-D Review - Trojan Condom Ad." CPYU The Center for Parent/Youth Understanding - Home Web. 30 Nov < 2. Belch, George E., and Michael A. Belch. Advertising and Promotion: an Integrated Marketing Communications Perspective. Boston, MA: McGraw-Hill Irwin, Print. 3. DeWolf, Erica. "Word of Mouth Marketing: Measurable?" EMarketing & New Media. 8 Aug Web. 30 Nov < 4. "Hierarchy-of-Effects Model." Rypen. 21 Mar Web. 30 Nov < 5. Koerner, Brendan I. "What's the Best-selling Condom in America?" Slate Magazine. 29 Sept Web. 30 Nov < 6. Newman, Andrew A. "Pigs With Cell Phones, But No Condoms." NY Times. 18 June Web. 30 Nov < 7. Newman, Andrew A. "Trojan Makes Concessions to Place a Suggestive Ad." NY Times. 27 Sept Web. 30 Nov < 8. "Special Report The Changing Standards of Condom Advertising on American Television." Kaiser Health News. 19 June Web. 30 Nov <

12 12 9. "Trojan Condoms - A Taste of Marketing Creativity." Health Guidance - Free Health Articles Web. 30 Nov < Creativity.html>. 10. "Trojan Condoms, Condom Brands, Buy Trojan Condoms." Discount Condom King Web. 30 Nov < 11. "Trojan Condoms." Facebook-Trojan Condoms Web. 30 Nov < 12. Trojan-About Us. Trojan Condoms, Web. 30 Nov < 13. "Trojan's New Condom Ad Doesn't Fly with Some Networks: Spokespeople Say Spot Focuses Too Much on Casual Sex, Not Enough on Health Risks." Bulldog Reporter. Web. 30 Nov < Publications::Article&mid=8F3A F18BE895F87F791&tier=4&id=A1B8 BFCDBB1E47B6A63BE146210F1A5B>.