Analyzing Consumer Behavior and Marketing Channels for Blendtec

This report provides an in-depth analysis of Blendtec's consumer behavior and marketing strategies, particularly focusing on the 'Will it Blend?' campaign. It examines the role of consumer behavior in marketing, including decision-making processes, buying situations, and external influences. The report details Blendtec's approach to market segmentation, categorizing strategies into fuel, nurture, and create segments. Furthermore, it explores the impact of social and physical environments on Blendtec's marketing efforts. The analysis highlights how Blendtec leverages internet research, the elaboration likelihood model, and consumer psychographics to understand and influence customer behavior. The report concludes with insights into Blendtec's ability to adapt marketing campaigns and strategies to effectively reach a broad customer base. The report also discusses Blendtec's use of digital marketing and social media to connect with consumers and build brand awareness.

Consumer behavior and marketing channels

Consumer behaviour and marketing channels 1
Executive summary
Consumers play several roles in the marketplace. Initiating from information providers, from
users to payers the customers have these roles in the decision making process. The consumer
behavior states the way individuals buy, select, use and dispose goods and services in order to
satisfy their needs. This report defines the consumer behavior is concerning to Blendtec
which is specialized in selling blenders. The company has attained popularity for its ‘will it
blend’ marketing campaign. This campaign turned any material into something as customers
want to share. The report has described role of consumer behavior in marketing strategies.
The aspects of the segmentation in the marketing strategies and types of market segmentation
strategies have been properly defined in the report. Finally several aspects of social and
physical environment have been deliberated.
In the end, it can be concluded that Blendtec can increase its more chances of marketing
success by considering consumer motivations.

Consumer behaviour and marketing channels 2
Contents
Executive summary...............................................................................................................................1
Background information on Blendtec....................................................................................................3
Role of consumer behavior in marketing strategies...............................................................................4
The aspect of segmentation in the marketing strategies and types of market segmentation strategies...5
Several aspects of the social and physical environment.........................................................................7
Conclusion.............................................................................................................................................8
References...........................................................................................................................................10

Consumer behaviour and marketing channels 3
Background information on Blendtec
Blendtec is a producer of a wide range of industrial and residential blenders. Blendtec was
established in 1975 and is prevalently known for the ‘Will it blend’ marketing campaign. The
company started uploading videos on YouTube from 2006 with the attempt to exhibit the
strength of the products by blending different types of products. From 2006 to 2012, Blendtec
grew by more than 1000% and settled a marketing department to assist other companies in
creating alike campaigns. The signature series and stealth line series of Blendtec were
awarded 2013 Gold innovation award.
The ‘Will it Blend?’ series featured the company’s blenders by turning marketing materials
into something which customers want to share. The blenders blend whatever seems difficult
or impossible to blend from magnets to iPhones. Blendtec blender has efficiently blended
everything to date and videos are still viral. Meanwhile customers put their product at the
center of the campaign to validate the risk linked with the product. Blendtec appeals to the
customers by holding a high level of social standing. The company carries no performance
risk as it has not failed to blend anything. Blendtec has been successful in holding the
attention of the customers and offered a compelling argument to the favorite blender brand of
the customers. The innovative marketing campaigns of Blendtec seek depth and identify the
influencers. The company generates more relevant and targeted content and influences to the
customers by building credibility in the consumer market along with the retailers and
business owners. Blendtec develops relationships with different group of brand ambassadors
by arranging different events from conferences to the competitions. The company
concentrates on the people with whom long-lasting relationships can be developed. Blendtec
is proud of the people who are proud of the brand (Peterson and Umesh, 2018).
The marketing campaigns of Blendtec play a significant role in influencing the purchasing
decisions of the customers. The company brings a great shift in the market share by
influencing the purchasing decision of the customers. Blendtec conducts marketing
campaigns on a regular basis to influence purchasing decisions so that customers opt for the
products of the company over other brands. The aspect of consumer behavior is a
psychological concept of marketing (Witt, 2016). It is vital for the organization to
comprehend. The aspects of consumer behavior comprise decision-making, buying situation,
external influences, and marketing influence. The decision-making process is a major aspect

Consumer behaviour and marketing channels 4
of consumer buying behavior. It is a systematic approach to be used by the buyers in making
all the final purchase decisions. It initiates the need recognition. The buying situations are
contributed to the information search process. When there is less information to the
customers regarding products they are likely to carry greater level of financial risks. So,
Blendtec has created marketing campaign in order to connect with the customers. The
company anticipates the customer to pursue more information and necessitate more
persuasion. The aspects of consumer behavior are also affected by external influences which
make marketing more challenging. Comprehending the aspects of consumer behavior enables
company to convey more influence. Blendtec identifies the unrecognized needs of the
customers by the stunning marketing campaigns (Petit, et al. 2017).
The study conducted on the customers assists in enhancing marketing strategies by
comprehending issues like psychology of the way customers feel, think and choose between
different alternatives. The psychology represents the way customers are influenced by the
environment comprising culture, media, signs, and family. The limited knowledge possessed
by the customers influence the decisions along with the marketing outcome. The customer
motivation and decision strategies vary between products which vary in the level of
significance (Asseraf and Shoham, 2017). Blendtec adapts and enhances its marketing
campaign and marketing strategies more effectively in order to reach great number of
customers.
Role of consumer behavior in marketing strategies
Blendtec is having a personality that makes its products relevant and combined with
Dickson’s simple and dry humor. The marketing strategies of Blendtec influence the routine
life of the customers by acting as a source of information for the new products accessible in
the market. It even influences the purchasing decision of the customers. The consumer
behavior states to the buying tendencies of the customers. A consumer is affected by several
factors like social, cultural, personal or psychological in their buying decisions (Manser et al.
2017). In order to prosper in the world, Blendtec is required to identify the needs of the
customers.
The consumer behavior is linked with all aspects and activities of the purchasing behavior.
The role of consumer behavior in marketing strategies can be understood from the points
given below:

Consumer behaviour and marketing channels 5
Internet research: The companies like Blendtec are making use of internet to carry research
on consumer behavior comprising customer’s activity on the web. The findings are used by
Blendtec in discovering the appealing product attributes, appropriate price, best sales
promotions, best places, and ideal market conditions. The internet is identified to be a
powerful and cost-effective tool for marketing research (Wu, Zhou and Song, 2016).
Elaboration likelihood model: Blendtec makes use of the elaboration likelihood model in
discovering central route of communication which can be best for the customers based on the
amount of loyalty they have towards products. The company will use a central route of
communication for the customers who are highly involved. The multiple approaches by the
peripheral means are popular for communicating and influencing customers who are less
involved in the company (Petersen, Kushwaha and Kumar, 2015).
Consumer psychographics: The psychographic is a better way to identify the role of the
customers in the marketing strategies of Blendtec. It comprises classification of the customers
as per the opinions, aspirations, interests, lifestyles, values, attitude and personalities. There
are two ways enabling the study of the consumer activities and interests influencing the
marketing strategies. Out of which, first comprehends consumer psychographics affecting the
way in which company elects to communicate with the customers. Secondly, the company is
likely to design messages which are meant to capitalize or influence the customers with the
prevalent options (Li, Gordon and Gelfand, 2017).
Complex consumer decision-making: complex consumer behavior requires a lot of
involvement to be made by Blendtec. It is associated with the high range products regarding
which customers like to do a lot of research before making a final decision. The complex
decision making requires reviews of several brands. It leads to a better-informed choice.
The aspect of segmentation in the marketing strategies and types of market
segmentation strategies
The marketing campaign of Blendtec aims to create brand awareness and assist in building
top-of-mind awareness. The company has established itself as a premier blender
manufacturer through the marketing campaign. Blendtec realized impact on the sales along
with the commercial and retail products. The marketing segmentation strategies of the
company focus on three several categories such as fuel, nurture and create. Blendtec partners
with experts and leaders in each of the areas (Mittal, 2015).

Consumer behaviour and marketing channels 6
Fuel: Blendtec accompanies a lifestyle to the athletes and the persons who are passionate
about nutrition. Blendtec demonstrates how the products of the company assist professional
and amateur athletes in attaining their goals from Seattle Seahawks to the regional cyclical
teams. The content of the company is produced by nutritionists, dieticians, and athletes
(Boateng and Okoe, 2015).
Nurture: The key audience for the nurture content identified is parents. The nurture content is
concentrated on making actual food at home and making sure that kid is attaining their
vitamin through the intake of smoothies and associated healthy foods. The parent generated
content identified as nurture content also comes from the greater community of foo bloggers
who take pictures of their food. The tool used to prepare food is the thought which comes
secondly in the mind of everyone (Kimmel, 2018).
Create: The content is created by Blendtec through the artists, chefs, and small business
owners. The company directly works with the chefs who have great role in creating better
food. This is why Blendtec does not prefer to go to the producers in order to get Blendtec’s
products placed on the cooking shows (Parsons, Maclaran and Chatzidakis, 2017). The
company has even done collaboration with culinary institutes, spas, and estheticians who use
products of the company to produce the products.
Initially, Blendtec worked with online personalities but the decision to assist and invest in
influencer marketing is totally intentional. It is completely natural fit for Blendtec to associate
with the persons who create content about food, health, and nutrition. The company is also
having a nutritionist itself and creates different recipes for its email newsletters, website and
social media channels (Murphy and Dweck, 2016).
Since the company has grown so have the creative, digital and product marketing teams. It
has enabled Blendtec to create more content comprising videos, recipes, and infographics. A
recent infographic made by the company featuring buffalo wild wings recipes become
popular and expanded company’s reach beyond the smoothie audience (Ramya and
Mohamed Ali, 2016). The digital team of the company is discovering Facebook, video, Vine
and Instagram.

Consumer behaviour and marketing channels 7
Several aspects of the social and physical environment
The aspects of the physical environment comprise factors like geographical factors, weather
and climate conditions which can cause modification in the product in order to adjust in the
environment. It is because some environmental factors are just uncontrollable. The business
of Blendtec relies on the availability of the physical facilities. For instance, the demand for
the blender is influenced by the electrification and consistency of the power supply. Add on,
technological factors also pose problems sometimes to Blendtec. The company has to cope up
with the technological change in order to survive in the business environment. The varying
technological environment also causes Blendtec to amend product modifications (Rucker and
Galinsky, 2016). For instance, several appliances and instruments in United States are
designed for 110 volts. But it is required to be converted into 240 volts in other nations
having that power system. Technological developments can enhance demand for the
prevailing products. The advancement in technology has facilitated product enhancements
along with the initiation of the new products. The technology has even enhanced the
marketability of the products. The advancement in technology also creates problem for
Blendtec as the products are also likely to obsolete rapidly (Godey, et al. 2016).
The social environment comprises the influence of the education, family, religion and social
systems in the marketplace. The difference between the cultural backgrounds varies nation to
nation. The social media is enabled by Blendtec to incorporate with the prevalent customer
framework. The company believes in creating business value through social media. Blendtec
did a wonderful job by showcasing videos on YouTube. The content used by the company is
categorized by making use of collaborative tagging which is identified as user-generated
organization based content (Zeugner-Roth, Žabkar and Diamantopoulos, 2015).
Blendtec is continued to expand across borders. The international marketplace has become
progressively important to Blendtec as the last two year has even brought advanced
opportunities to work globally. The cultural and cross-cultural implications have helped to
Blendtec in advancing international marketing strategies (Juster, 2015).
Communication: The communication is required for the success of any business organization.
There is risk of the message getting lost in the translation. English is the main language used
in the business to convey messages. Blendtec even deliberates significance of the non-verbal
communication in international activities (Morales, Amir and Lee, 2017).

Consumer behaviour and marketing channels 8
Workplace etiquette: There are several approaches which are used by Blendtec for the sake of
professional communication. The company makes use of useful infographics in the concern
of the cultural differences in business etiquettes internationally. For example, the formality of
address is deliberated a big consideration at the time of dealing with colleagues and
businesses associated with the several nations.
Organizational hierarchy: The organizational hierarchy varies between the cultures of
different nations. The attitude is also a reflection of the societal value of a nation. For
instance, in a nation like Japan, the traditional value, relative status, and respect for the
seniors are followed at the workplace. Such hierarchy assists in describing roles and
accountabilities across the organization (Hudson, et al. 2016).
Conclusion
Blendtec could have formed a series showing the recipes to make yogurt, smoothies and for
the things blenders are made in real than going for the over top approach. The company has
proved itself already by blending solid items, now Blendtec is required to focus more on the
appealing recipes which attract people to purchase the blenders. The people have also started
to assume that Blendtec is more interested in the destruction than nutrition. In order to ell
blender, the company is recommended to reach appropriate people who view high-end
blender as a significant part of their lifestyle. Blendtec is recommended to make use of
influencer marketing to generate more relevant and targeted content. This way company can
reach the prospective customers along with building credibility. Blendtec is even
recommended to do associate with content creators who are interested in partnering with the
company. The content creators can be offered with the giveaways which are quite helpful in
growing audience.it is helpful in expanding reach of both parties.
Historically, the focus of Blendtec was on the engineering blenders, not content. With the
growth of the organization, it has started to produce advanced content comprising videos,
blog posts, infographics, and recipes. The company is recommended to introduce new brand
ambassadors along with assisting on-going relationships where influencers remain a priority.
The plan of Blendtec ‘Will it Blend’ is not going to end anywhere and the customers are
waiting to blend several items. The fans even submit innovative suggestions on a regular
basis.

Consumer behaviour and marketing channels 9
Blendtec should refine the metrics on the regular level by refining the metrics helpful in the
connecting company to the influencer marketing with sales figures. People out there are not
likely to purchase the complete collection of blenders. They are even not going to replace
blenders annually. A blender lasts for five to six years after using regularly. but whenever
people need one, they will prefer to go with Blendertech.

Consumer behaviour and marketing channels 10
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