Reasons for NOT choosing:
1. Category Penetration: It is about getting users users who have never used your brand to start
consuming your brand. If this were a category penetration campaign, they would have provided some
functional reasons for the users to start using the app, which was not highlighted in the campaign. There
was no content to teach the new users how to use Tinder, hence that again rules out category
penetration.
2. Brand Penetration: They would need to give core reasons for the users to switch to their brand, which
has not been highlighted. Nor have they tried to build strong differentiation which would facilitate brand
pentration.
3. Frequency of using the app: While it might seem likely, they have not presented new occasions for the
current users to increase the usage. On careful analysis, the situations do not really represent a new
setting for dating.
5. Frequency by taking share away from other expeiential apps like LBB, etc.: First, Tinder is already
ahead of its competition and has often been the first choice among their core TG i.e. the millennials and
Gen Z. The tone of the ad isn't aspirational in nature, which would attract a user towards it,
Reason for choosing:
4. Average weight (using the app for longer periods): The entire narrative is build around the idea
'Adulting Can Wait' which is indicative of the fact that they are trying to increase the usage of the app to
a prolonged period. The ad displays the spontaneity and joy of traversing across the maze, exploring
new adventures and having new experiences. Where every swipe may result in a new connection,
Tinder encourages the user to increase the AWOC and explore the endless possibilities.
In this light-hearted ad, the Communication Audience is the millennials and the Gen Z who are open to
exploring new avenues using the dating apps. Tinder offers them a platform to celebrate the surprises at
every corner (as seen in the ad). These is the target audience who is seeking thrill and do not subscribe
to the notion of being a stereotypical adult.
Existing Mindset and Behaviour: Dating is indicative of adulting and eventually 'settling down'
Desired Mindset and Behvaiour: Showcase each swipe or connection filled with endless possibilities and
celebrate the unexpected surprises at every corner
Communication Challenge: "I want to convince my user that you using our app you can navigate through
world and path of finding oneself"
Motivation: There is a lack of motivation in both DS 1 and DS 2.
For DS 1, though the time spent is good, the could be a lack of motivation arising because of
underachieving his targets.
Whereas, for DS 2, the lack of motivation is indicated by the 'amber' mark in the time spent at each
outlet.
Competence: The bill prodcutivity of DS 1 is indicated by 'amber' mark, thus the number of items he was
able to sell in one call is not adequate, hence there is an issue with his competence level.
Proposition: Since the SKU/call for both DS 1 and DS 2 is indicated by 'amber' mark, thus the something
wrong with the proposition either in terms of product margin, delivery, credit or returns.
Based on the given analysis, we will first investigate the reasons for lacks in proposition. In addition, we
have to upskill DS 1 and increase his competence level. And, motivation for bith DS 1 and DS 2should
ideally go up if these issues are resolved.
This issues arises because there must be some wholesalers in the process, who are offering the same
product for a more reasonable price than DS 1.
This hypothesis is again proven by the fact that there is a surge in demand on the key SKUs and the
outlets have bought beyond normal from DS 2 in the given month.
First, we work on the proposition, since our propisition may not be good enough and hence, the outlets
have switched to wholesalers which is affecting our targets.
In the case, it has been given that the outlets have been able to fetch a better price outside, indicates
that we need to first resolve the issue of 'price' and look at various pricing strategies.
Second, we have to upskill DS 1 so that his bill productivity increases. Working on the proposition is also
going to give a boost to the bill productivity.
Next, we have to take feedback for DS 1 as the likely cause of low motivation is not being able to meet
the target. Also, though DS 2 is able to go beyond his target, the likely reason is the wholesale price and
we should make sure he does not get complacement and work on his low motivation level indicated by
the 'amber' mark in the time spent in outlet.