The Impact on Marketing Campaigns Caused by Different Purchase Motives - The Case of Airwaves

• Main Authors: Yen-Ning Lee, 李延寧
• Other Authors: 連勇智
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/u27dnw

碩士 === 國立臺灣大學 === 國際企業學研究所 === 107 === The purchasing of gum had always been mainly impulsive. Consumers seldom put gum on their shopping list, this is also one of the major reasons that you would see gum at almost every check-out counter no matter which channel, store you choose to shop in. The purpose of doing so, to stimulate impulsive purchasing prior to payment is often the most effective. However, the rapid growth and development of smart phones changed the behaviors of consumer while lining up for the cashier. This directly led to the fact that consumers no longer are under the influence of stimulation of the check-out counter displays. On the other hand, consumers are much more attracted to and even more, addicted to their smart phones. According to Euromonitor International, sales have plunged 15% over the ten years since the launch of the first iPhone. New marketing practices must be adopted to offset the loss of the shrinking industry. This research will probe into the marketing activities that Airwaves, the market leader of the gum industry in Taiwan adopted. How to attract consumers through these marketing activities and furthermore convert into sales. For a brand, its common to have hundreds of marketing campaigns per year, but which ones actually led to growth and are effective, and are the other hand, which ones failed. In this research, we will be looking into a few campaigns that actually been practiced and comment on the reasons of performance individually according to the “Purchase Motive” theory proposed by Melvin Thomas Copeland in 1924. Lastly, at the end of this thesis, there would be a few recommendations for Airwaves on brand marketing and its marketing campaigns.