Candidate No. (from Campus Connect 2205932 Portal) Year: 3 Course Code MN3315 Course Tutor: Olga Kravetz Assignment No .: 1 Degree Title: BSc Management with Marketing Title: Critical analysis product placement
STRATEGY FOR SUCCESSFUL LUXURY BRAND PLACEMENTS IN TV SHOWS Consumers are constantly bombarded by brands, and brand managers and advertisers are finding it increasingly difficult to increase and create equity for their brands. Brand product placement is an effective method of non-traditional promotion, research has shown that there is a significant link between television viewing and individual's social motivation for consumption (Saputra and Tiara, 2014). The brand placement discussed in this essay is the Dior Lingot bag, a £2000 bag, in the series Power Book III: Raising Kanaan, a story about the life of an African American boy born into a drug cartel. A placement can increase brand salience, performance and judgement for the brand if executed in a strategic manner that aligns with the target audience of the brand. The viewership of the show are consumers or prospective consumers of luxury goods and this can increase purchase intention, even if it is only aspirational or for another product in Dior's extensive portfolio. Careful management of the product placement strategy is imperative to the success, managers need to consider all insights, that is, of the brand and the viewership of the film. Brands need to ensure the right product for the right audience is used. The bag used dons the Brand's signature Oblique Canvas- a leather that carries the Dior logo, the most distinctive asset the brand has, in a big enough size that it holds presence in the shot, without the need to focus or zoom into it for it to be recognised. This is important as up to 74% of consumers are able to tell when a product is placed (Rogers, 2017) and consumers have a growing cynicism and resistance for explicit promotion, feeling the brand just wants sales (Helm, Moulard and Richins, 2015). Also, the product chosen is one that resonates with the average viewership of Power Book III- mid income earners, who have a growing demand for luxury goods (Bizarrias, Strehlau and Brandão, 2017). A product placement such as this can help Dior reach the top of the scale of preference, where there are many brands to choose from. Attaching the PP to the right character is important when there is congruence between the brand and character, positive judgements can be made about the brand. The character, Raquel, the deuteragonist, is a woman in her late 30s who earns a high income and is well coveted for her elegant and classy style, featuring on many discussion boards (Shewriter1, 2021). This implicit integrates flawlessly with the plot, increasing the unconscious associations that product placements benefit from (Ovais and Nouman, 2013). As the viewer understands the character, they are able to establish the positioning of the brand and get an overall value proposition of the product (Górska-Warsewicz and Kulykovets, 2017). Raquel is an aspirational character, a lady