Break 2 - Determining your Brand's Image
Lifestyles
The Stay at Home Mother
Her life revolves around her family. She is concerned about her health and therefore spends a part of her time in a day at the gym. She buys most of the things with regards to her family needs.
The Businessman
He works pretty hard. He is very concerned with the well-being of his family and spends all of his spare time playing and educating his daughter and spending time with his spouse. For weekends he goes out to parks and museums.
The Overworked Fresh Grad
He spends his weekdays going to work for long hours, and then spends his weekends relaxing at home or doing overtime work in his office. Goes to gym because he believes being healthy and fit a lot of importance. Every morning he goes for a run or goes to the gym before work which requires him to wake up early.
The University Undergrad
She has the lifestyle of a stereotypical design college student. She enjoys her work and enjoys spending time with her friends even more. She maintains a good balance between the two. She is on the cusp of adulthood with increased responsibilities.
The Young Mom
Her life revolves around her work and her family life. She is not interested in going out with her friends and colleagues. She tries to spend most of the spare time she gets with her son or with her husband, when he is able to be away from work as a Hedge Fund Manager. She is dedicated to her work and is in line to be a Senior Associate at her PR firm, which will increase her responsibilities and time away from family. She is worried about that and plans to speak to her boss about flexible working hours at least until her son starts going to school.
The Young Dad
A true professional, he does not let anything come in the way of work. Being an investment banker, he works 6 days a week. Some weeks, he has to attend office on Sundays as well. He tries his best to spend time with his family. His eating habits are not optimum.
The Young Girl
She leads the life of any normal 14 year old high school student. She loves vacations and hates it when school re-starts. She enjoys being with her friends and hangs out with them frequently. She does not put too much pressure on herself for studies. She takes tuitions for some subjects. She loves chocolates.
Her life revolves around her family. She is concerned about her health and therefore spends a part of her time in a day at the gym. She buys most of the things with regards to her family needs.
The Businessman
He works pretty hard. He is very concerned with the well-being of his family and spends all of his spare time playing and educating his daughter and spending time with his spouse. For weekends he goes out to parks and museums.
The Overworked Fresh Grad
He spends his weekdays going to work for long hours, and then spends his weekends relaxing at home or doing overtime work in his office. Goes to gym because he believes being healthy and fit a lot of importance. Every morning he goes for a run or goes to the gym before work which requires him to wake up early.
The University Undergrad
She has the lifestyle of a stereotypical design college student. She enjoys her work and enjoys spending time with her friends even more. She maintains a good balance between the two. She is on the cusp of adulthood with increased responsibilities.
The Young Mom
Her life revolves around her work and her family life. She is not interested in going out with her friends and colleagues. She tries to spend most of the spare time she gets with her son or with her husband, when he is able to be away from work as a Hedge Fund Manager. She is dedicated to her work and is in line to be a Senior Associate at her PR firm, which will increase her responsibilities and time away from family. She is worried about that and plans to speak to her boss about flexible working hours at least until her son starts going to school.
The Young Dad
A true professional, he does not let anything come in the way of work. Being an investment banker, he works 6 days a week. Some weeks, he has to attend office on Sundays as well. He tries his best to spend time with his family. His eating habits are not optimum.
The Young Girl
She leads the life of any normal 14 year old high school student. She loves vacations and hates it when school re-starts. She enjoys being with her friends and hangs out with them frequently. She does not put too much pressure on herself for studies. She takes tuitions for some subjects. She loves chocolates.
Brand Relationships
Monday – The Stay at Home Mom - Marriage of Convenience
Her relationship with Kit Kat may be classified as a marriage of convenience as Jyoti was aware of Kit Kat because she was raised in a society where presence of the brand was quite prominent and she would buy the chocolate both for her and her family members as it is considered familiar in a positive way.
Tuesday – The Businessman - Childhood Friendship
Relationship with brand: Childhood friendship with Kit Kat – loved the brand when he was younger and would choose it whenever he would see it in an array of choices. He would buy Kit Kat from convenience stores during his break time.
Wednesday – The Overworked Fresh Grad – Best Friendship
Relationship with brand: Committed partnership with Kit Kat. He consumes Kit Kat nearly every day since his early childhood. He eats chocolate properly: adheres to the rules of eating Kit Kat. He has strong association between Kit Kat and Break.
Thursday – The University Undergrad - Casual Friends
The college student ate Kit Kat infrequently. There is no great attachment to the brand. She likes the taste but it is not her favourite brand of chocolate.
Friday – The Young Mom - Casual Friends
The young mom does not have a great attachment to Kit Kat. She likes it but is not overly fond of the brand. She likes chocolate and because Kit Kat is one of the better brands in chocolates, she likes to eat it. Also currently, due to weight concerns, she eats chocolates also sporadically.
Saturday – The Young Dad – Marriage of Convenience
The young dad is not overly fond of Kit Kat. He does not specifically buy Kit Kat. He buys a chocolate which is available and can be used as a good snack.
Sunday – The Young Girl - Best Friendship
The 14 year old girl loves Kit Kat. She was very attached to the brand and its one of her favourite chocolates. She likes the concept of relaxing which goes with Kit Kat. She attains a lot of satisfaction from eating Kit Kat. She is sure to eat Kit Kat at least once during any given week.
Her relationship with Kit Kat may be classified as a marriage of convenience as Jyoti was aware of Kit Kat because she was raised in a society where presence of the brand was quite prominent and she would buy the chocolate both for her and her family members as it is considered familiar in a positive way.
Tuesday – The Businessman - Childhood Friendship
Relationship with brand: Childhood friendship with Kit Kat – loved the brand when he was younger and would choose it whenever he would see it in an array of choices. He would buy Kit Kat from convenience stores during his break time.
Wednesday – The Overworked Fresh Grad – Best Friendship
Relationship with brand: Committed partnership with Kit Kat. He consumes Kit Kat nearly every day since his early childhood. He eats chocolate properly: adheres to the rules of eating Kit Kat. He has strong association between Kit Kat and Break.
Thursday – The University Undergrad - Casual Friends
The college student ate Kit Kat infrequently. There is no great attachment to the brand. She likes the taste but it is not her favourite brand of chocolate.
Friday – The Young Mom - Casual Friends
The young mom does not have a great attachment to Kit Kat. She likes it but is not overly fond of the brand. She likes chocolate and because Kit Kat is one of the better brands in chocolates, she likes to eat it. Also currently, due to weight concerns, she eats chocolates also sporadically.
Saturday – The Young Dad – Marriage of Convenience
The young dad is not overly fond of Kit Kat. He does not specifically buy Kit Kat. He buys a chocolate which is available and can be used as a good snack.
Sunday – The Young Girl - Best Friendship
The 14 year old girl loves Kit Kat. She was very attached to the brand and its one of her favourite chocolates. She likes the concept of relaxing which goes with Kit Kat. She attains a lot of satisfaction from eating Kit Kat. She is sure to eat Kit Kat at least once during any given week.