What is Lifestyle Marketing?

Lifestyle Marketing comprises two terms Lifestyle and Marketing. When you look at both words separately, consider their individual meanings, and then club them together, you can easily demystify the term Lifestyle Marketing.

Lifestyle

The term Lifestyle pertains to the choices, likes & dislikes, aspirations, behaviors, etc. of the target customers in their respective day-to-day lives. You may also consider and recognize the fact that the lifestyle of a Software Consultant will be different from that of a Corporate Sales Manager, and so does their choices and goals. Similarly, the daily activities, preferences, and aspirations of a sports person would be more aligned towards health and fitness and considerably vary from that of a TV Actor, who would aspire for good looks and an in-shape body..and so forth…

The lifestyle of individuals or groups varies based on both Rational and Emotional factors. Like cognitive opinions, culture, social class, profession, earning potential, health & fitness, religion, spirituality, etc..

Marketing

You know that Marketing refers to the strategies, tactics, and actions taken by a company to assist its overall business strategy. The objective is to deliver the maximum possible value to the customers. And create a deeper relationship with the users and the public at large.

Such a relationship is based on relevance and trust. This leads to high brand recall and risk mitigation measures for the customers. Customers are happy to pay more and also remain loyal to the company/brand.

Marketing of Products employs strategies pertaining to the 4 P’s i.e.

  • Product
  • Place
  • Price
  • Promotion

However, the Marketing of Services focuses on additional 3 P’s i.e.

  • People
  • Process
  • Physical Evidence

Lifestyle Marketing

Lifestyle Marketing includes marketing activities that target customers’ day-to-day life, aspirations, and life goals to achieve the business objectives. The products are positioned such that the acquisition and usage of the products connect the users with the attainment of certain of their deep feelings/desires/goals. By acquiring the products the customers try to inherit the brand value and perceive the fulfillment of their higher-order needs.

Higher-order needs are deep-rooted aspirations of users. These needs connect with the emotional & spiritual benefits that the buyers perceive/aspire to obtain while making a purchase decision.

For more information on Value Classification, Value Hierarchy and Value buying, you may please refer to the following article: Customer Perceived Value and its Classification, Hierarchy, and Transaction

Examples of Lifestyle Marketing

You may observe that Royal Enfield has launched various motorcycle models, which serve their basic functional need of efficient commutation during professional, personal, or adventure rides. However, based on Lifestyle marketing Royal Enfield has positioned its brand such that different riders are able to demonstrate their pride while riding the bikes and earn the  Royal Enfield Signature riding pleasure and respect.

Royal Enfield Motorcycle models to suit various biking requirements from within city to hilly terrain conditions.

Consider another example of growing kids who are very active in sports. To deliver the best in the field, the typical lifestyle would involve rigorous training, practice, discipline, and likely a health supplement also so that they have better inner strength and high energy.

Sachin Tendulkar, the Brand Ambassador, and a Cricket legend advocated the benefits of Boost as an energy supplement necessary for the growing kids requiring more energy and physical strength

This lifestyle of target kids was very well captured by Boost, wherein, Sachin Tendulkar, the Brand Ambassador, and a Cricket legend advocated the benefits of Boost as an energy supplement necessary for growing kids requiring more energy and physical strength.

Kids look to Sachin Tendulkar as an inspiration and a role model. People have deep-rooted associations in their minds about Sachin’s physical and mental fitness and strength. Since they have seen him on the cricket grounds and witnessed the kind of effort and commitment he has shown during each and every match that he played.  That’s why Sachin’s advocacy for a health product was very well received by kids and their parents.

This lifestyle marketing strategy for the brand Boost was maintained by  Hindustan Unilever Limited for a long time. And they used Kapil Dev, Virender Sehwag, Mahinder Singh Dhoni, and Virat Kohli subsequently to build the desired brand identity of Boost as the best health supplement for kids.

Kapil Dev, Virender Sehwag, Mahinder Singh Dhoni, and Virat Kohli subsequently to build the desired brand identity of Boost as the best health supplement for kids.

Brand Associations and Lifestyle Marketing

You must consider and appreciate that it takes a longer time to develop a positive Brand Image and favorable Brand associations in the minds of customers. These associations are based on customers’ experiences at each of the encounters with the Brand. These encounters are also called Moment of Truth.

For example, the associations may be influenced by the experience that a user may have with the Brand while searching for the product over the internet, product reviews by users, and influencers. Relevant information in the product brochure, quality of demo videos, and the product’s easy availability in the market. The persona of the Brand Ambassador and the product packaging. The behavior of the salesperson in the physical store while purchasing the product. The experience with the performance of the product after purchase and use. The interaction with a customer care executive over a telecall seeking support on an issue, etc…

Lifestyle Marketing and Image Reinforcement

When the user finds a consistency between the marketing communications and the actual experience he/she receives at various intermediate interactions. The image gets reinforced which determines the future relationship with the Brand. In the subsequent transactions, the users bypass the evaluation stage of their purchasing cycle. And directly go for buying the product, as early as the need is identified.

Marketing considers all the above-stated moments of truth so that a consistent Brand value can be transferred to the customers at each stage. And the Brand Image perceived by the customers is exactly in line with the Brand Identity that the company wants to create.

You may please refer to the following article for more information on Brand Identity and Brand Image:Internet Marketing, How Marketing Is Getting Digital?

In the context of the above example of Boost, you may be amazed to realize that the HUL marketers must have researched the science of Colours. And then picked up the Red color for product packaging and advertisements. The red color is associated with power and passion. So it helps to reinforce the brand message to the viewers. And brings consistency between the expected product benefits and marketing communications and thus between Brand Identity and Brand Image. You may refer back to the annual sales figures and YoY growth of Boost to visualize the impact of the lifestyle marketing strategy to maintain HUL’s leadership position in the health supplements market.

Brand Identity reflects in the company’s logo, colors, and personas of communication channels used. Also on the persona of the brand ambassador, Brand message, employee actions, product quality, support infrastructure, customer relationship management, etc…

Hence, Lifestyle Marketing inspires the company’s Brand Identity to be closely associated with the lifestyle of the target users. It influences the company’s strategy to deliver a consistent experience to the customers at each encounter. This is critical to creating a trusting relationship and a strong feedback system with the users. Image reinforcement and a high brand recall deliver a competitive advantage to the company over the competition. And help to sustain their leadership positions in the market.

 

 

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