BM3333 - Consumer Research: Analysis of Just Eat's Brand Campaign

This report provides a comprehensive analysis of Just Eat's brand campaign featuring Snoop Dogg, focusing on its effectiveness in influencing consumer decision-making. The report identifies the target audience and examines how the campaign's message, particularly during the COVID-19 pandemic, resonates with consumers. It delves into the motivational factors, both internal and external, that drive consumer behavior, highlighting the campaign's success in creating emotional connections and leveraging promotional discounts. The report concludes with recommendations for improving Just Eat's promotional strategy, emphasizing the importance of consistent marketing activities and understanding the post-purchase behavior of customers. Desklib offers a range of study tools, including solved assignments and past papers, to support students in their academic endeavors.

CONSUMER
RESEARCH AND
CUSTOMER
EXPERIENCE

Executive summary:
The aim of the report was to analyse the latest brand campaign launched by the just eat
featuring the snoop dog. Also the report identified the target audience for the launch of this ad so
that promotional strategy can be analysed effectively. Moreover the report had identified various
ways through which brand campaign influence the decision making of the customer. Moreover
two recommendations will be provided under this study so that the firm can improve the decision
and marketing structure of the business accordingly in the future.

Table of Contents
Table of Contents.............................................................................................................................3
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Brief overview about the choice of brand....................................................................................4
2.2 Target audience of brand.......................................................................................................5
Critically analysing how brand campaign influence decision making:.......................................7
Recommendations in which brand can improve promotional strategy:......................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer experience is a term defined the ultimate experience or perception that
customer made before or after using a product of a particular brand. This report is based on the
Just Eat Company in context to its branding practices. The campaign that is launched by the
company will have an overview in this report. The organisation is founded in the year 2001. The
founder of company is Jesper Buch, Per Meldgaard and Henrik stergaard. Headquarter of the
company is established ion London, United Kingdom. Company is associated with the online
food ordering services. Multiple locations are associated with the business area of company that
involve United Kingdom, Ireland, Canada, Australia and plenty of other nations. This report will
discuss about the campaign that is launched by the organisation. The overview will be given in
respect to the target customers associated with business venture. Evaluation will be done about
the ways the campaign is able to attract the target customers in market. Furthermore,
recommendations will be provided to the business unit over the campaign.
MAIN BODY
Brief overview about the choice of brand
The brand choice is to make a diversified campaign that can cover all type of customer
segment associated with the business venture. This campaign is well diversified in nature that
allow the business entity to significantly influence the buying decision of respective customer.
The message that is tried to convey is to test the food of all the top restaurant that could ever
been on the priority list of the people. The main aim of the business operation of the Just Eat
Company is deliver the most delicious food item to the people. The idea behind the branding
campaign is to deliver the message where company is trying to communicate the fact that today
experiencing the food from restaurant become easy and convenient (Belanche, Flavián and
Pérez-Rueda, 2020). Also the campaign is trying to motivate the people to have a luxurious food
experience by placing an order from all the top restaurant and hotels. The campaign also
motivating to the people who are food enthusiast and like to place different food orders to stay at
home and order to food that is desired by the customers. The choice of the brand campaign is
very motivational and inspiring for all the people irrespective of the gender, age, culture or any
kind of social background the campaign inspire all the people in the same capacity. The slogan
that is use by company is “give hunger the finger” that is also very attractive and diversified.
This campaign also do not focusing on the specific food item rather prioritising every single food

item that possibly can place by the customer as a order. The campaign is very attractive and
inspiring to all the potential customer of the Just eat Company for ordering food products by
staying anywhere in the world (Păvăloaia, Anastasiei and Fotache, 2020). The role this
campaign players in to inspire the people for testing the different food products and also to have
a delicious experience even by staying at home or office. The campaign also give message to the
people that food bring people more closer so the overall choice is very motivational and
inspiring.
2.2 Target audience of brand
The Just Eat Company is an online food retailing company that allocate its service over
internet. The role of the company is to allocate the platform to the customer where consumer can
over and place the order of various food products from the individual choice. The target
customer of the company belongs to all economic class and category of consumer except the
lower economic class or categories of customers. The market segment of the company is clearly
specify that the target customer segment of the company will be the all type of economic class
and categories of customer except the lower who not like to place any order from restaurant due
to the limitation of spending capacity (Bloom, Hussein and Szykman, 2018). The target customer
of company in the launch of the branding campaign over YouTube also target to the all types of
customer base of the business unit. The organisation not only focuses over targeting the customer
based on the economic class or category rather to cover different other areas as well. These
involve targeting to the food enthusiast that likes to explore various food products at different
restaurant. The online food business is highly influenced with the people who are foodie and like
to explore different test and food item. These customers or target audience may possibly not be
reach when it comes to economic feasibility but definitely would have the choices to try and test
the food at different restaurant. The brand campaign motivate the customer to place the order
from the favourite restaurant chain and the place that was wished b y the customer to have a food
item from at any point in life.
Just Eat Company understand that the target customer of the business model would
possible the people who like to have a test of various restaurant and who like to go out and
explore the best test possible. The brand campaigning is clearly targeting and motivating such
people and food enthusiast to place an order over the app. Further the branding campaign also
trying to target the people who know nothing about the cooking. This is another target area of the

company in against to delegate the branding campaign. The company is trying to approach all
such people who are not keen with cooking and such like of practices. The campaigning is
motivating the people to not to take any stress for not being aware with cooking rather to stay at
home and place the order over the app. This campaign is designed so smartly that it could cover
almost every segment of customer when it comes to overall perspective of the Just Eat Company
to approach the business objective (Yuan and et.al., 2019).
Diversity of the campaign is allowed the business entity to cover almost every single
customer segment which includes economic aspect of target customers zone, social element of
target zone and behavioural aspect. All the three area that allow the business venture to segment
its products are targeted by the company with support of this one particular branding campaign.
Also te availability of the campaigning over YouTube has further improved the each of this
campaign. The marketing team played so smart in the campaign as this could further attract to
such people who never been visited to any restaurant. BY motivating them to at least try to food
products once in life from the best restaurant in locality (Patten and et.al., 2018). This could
make the customer believe that they should also go and place the order irrespective of the
individual preferences of testing the food only at home. The target audience for the company is
covered all areas and potential level of consumers that could possible buy the products of the
business entity. Every time management of the Just eat Company formulate any of the marketing
campaign the potential customer that can possibly place the order is the one that is a focused area
for the business venture. In this marketing campaign also company and its marketing
professional has tried to target all types of consumer segment irrespective of the fact that the
target segment is currently a customer of the organisation or not. The marketing team also try to
constantly attract to all possible consumer that can any given point in time place some kind of
order from the app of company.
Critically analysing how brand campaign influence decision making:
Being consistent in the marketing and advertising activities helps in creating emotional
ties with the people that cause a sense of engagement and involvement with the brand. Hence
consumers are more attracted towards buying certain products of the brands. In the context of
snoop dog brand campaign was successful in influencing the purchasing behaviour of the people
(Ares and Varela, 2018).Further it has more appealing visual content featuring the global star and
thus has increased the positive belief toward the brand and the products. Moreover the brand

campaign was launched in during the crisis of COVID 19 that helps people to instantly changed
the mood and enjoy various meals inside the houses in quick and easy manner.
Brand campaign is always proved to be efficient source as it not only deliver the product
attributes but also includes various non-product attributes such as personality and emotional
benefits that enhance the consumer experience and perception towards any brand or product. In
just eat campaign too; the consumer has a connection with the brand personality featuring snoop
dog that is biggest hip hop rapper that people loves to listen to (Kostyk, Leonhardt and
Niculescu, 2021).Moreover, campaign also influences the consumer decision making by showing
various promotional discounts that attracts large number of customers. Also the brand campaign
is just a source of grabbing the attention of large number of users but the real success of the
brand lies after the post purchase behaviour of the customer.
There are certain internal factors such as demographics, personality, motivation etc. and
external factors such as loyalty, family, social class, lifestyle etc. that affects the consumer
behaviour. In the case of quoted firm the major factor that affected the decision making was
motivation. This factor is versatile enough and thus it spans in multiple areas including the
behavioural, cognitive, social etc. Motivation can be originated from oneself or from the other
people that play as key drivers in increasing the sales of any business. In regards to just eat the
motivation factor was both external and internal factor as it was launched in Covid that
motivated people to enjoy and stay happy by listening to unique lyrics song by snoop dog (Dutta
and Mandal, 2021). Therefore, it helped brand campaign in gaining more popularity not only in
UK but also outside regions through you tube and social media platforms. The just eat has
therefore used motivation factor in fulfilling the desired needs of the UK people in times where
people cannot go outside and enjoy their meals .
On the other side also external influence of motivation was developed for the quoted
campaign as most of the UK people comprises of older age group that is Up to 40 years and thus
according to this the organisation choose snoop dog as celebrity as he has amazing fan base in
this group rather than other young celebrities available in the industry. Moreover, snoop is super
relevant in Tick Tok, Facebook, twitter etc. and there aren’t so many people that are spread along
all the channels, ages and countries (Isa and et.al. 2021).Thus external influence of this campaign
was strong as thus just eat message of the campaign spread very quickly. Moreover each decision
stage of decision making may have direct or indirect impact on the motivation and thus can

positively influence over the brand. For example: use of only just 10-15% of commission per
order not only motivated other restaurants and local foods to get register to it through brand
campaign but also local people were motivated enough to online order food from this platform.
Hence, there was sense of brand loyalty that was attached through the just eat campaign and also
foods available in various discounts was driving force behind the consumers actions.
Further it can be said that brand campaign was type of identified motivation for the consumers
in UK as it created a feeling among the others to perform some action but not yet taken action on
the same. This form of motivation is powerful as it creates lasting accomplishment and provides
completely different perspectives. Also the campaign was successful identifying the dominant
motivation based on target audience (Kahn, Inman and Verhoef, 2018). Therefore, motivation
type can also be of two different categories S and F style. Most of the target audience were S
type which means driving force of motivation was campaign providing precise and clear
information thus just eat created long lasting impression and increased the sales. On the other
hand if target people were more of F types in parts of UK than specific features and information
is source of motivation that could not be provided through just eat campaign in one minute
video. Hence the firm might lose the effectiveness and success of it on which lot of time is
invested in it.
Recommendations in which brand can improve promotional strategy:
Success of the just eat snoop dog ad campaign was based in launching right time with
correct resources. Today it ranked amongst the most profitable business in UK. However there
are certain recommendations that can improve the company performance or plan strategies in
future development and enhancement. Some of them are as follows:
Using various marketing techniques: It is to be suggested to the quoted firm that it can
introduce campaign in future that support some cause associated with it. This cause can be
related to any of the social issues or political issues’ that the country is facing at that particular
period of time (Niedziela and Ambroze, 2021).Moreover, Linking with the social cause tends to
create awareness among the people and also helps in fulfilling the promotional motive of the
organisation. Further the firm need to ensure that the social cause does not hurt the sentiments of
any members of the society so that there are no problems in the future operation. Thus message
must be conveyed in short and meaningful manner. Cause marketing also helps in creating
development of society that increases the brand loyalty and image of the customers.

Another type is Relationship marketing where it is to be recommended to just eat that it can
increase the customer loyalty , retention as well as engagement of potential and existing
customers by launching campaign that included various promotional discounts offers, rewards
etc. that grab the attention of the viewer. This type of strategy can also be linked with the
sociological theory of consumer behaviour that believes that consumer buys certain products in
the social cultural environment they live in. Their purchases are based on influence of some
reference group that buys similar products because they are available at fewer prices keeping
aside the quality.
Further it is suggested that Scarcity marketing technique can also be used by the quoted
firm as it is promotional strategy when it wants to cover large number of customers in limited
time period. This would create perception in the minds of the United Kingdom customers that
there is shortage and limited time to grab this opportunity. Such campaigns create fear in minds
of people who thinks that they would not be able to avail this service in future (Four types of
marketing strategies, 2010).This can be linked with the psychological theory of consumer
behaviour where customer tends to buy those things because others are having it. Hence
consumers do not use much logic in deciding that product would be available or not rather
wishes to fulfil the need at that particular point of time. It is suggested that just eat should create
such marketing campaigns at the time of festive seasons where people enjoy having foods with
families’ and friends.
Moreover, undercover marketing is also recommended type of promotional strategy
that can be effectively used by the quoted firm where marketing of the products is done in hidden
manner so that consumers don’t realise that it is marketing ploy. For example: just eat can pay
certain amount to influencers to promote its foods items without showing that it is paid
promotion. This way it would be able to conquer large amount of markets without much
marketing efforts. Moreover it can also create the buzz about the new brand campaigns while
talking in causal manner so that more people come to know about it without actually planning a
campaign. Further it can do celebrity endorsements with snoop dog in the future so that brand
image can be maintained through certain TV shows, interviews, reports etc. however such
strategies should not be adopted by the firm as promotional strategy in long run as it can damage
the brand image and legal risks are also involved that can further create losses in the future.

Creating events: This is also one of the most important activities recommended to the quoted
firm that can help to improve the promotional strategy in future. People are most likely to
connect with those brands that organise various events at local or regional level as part of
marketing strategy. For example: run for social cause, conducting food programs for creating
nutritional awareness etc. (Safeer and et.al., 2021).Hence such strategies not only increase the
brand loyalty but also help the firm to fulfil social responsibility towards the society. Therefore,
Just eat being a profitable business must organise such events in UK to create local awareness
and make the people happy and satisfied. Also the size of events depends upon the promotion
budget the firm need to invest so that it can run its operations successfully in the future.
CONCLUSION
From the above report it can summarized that consumer research is very crucial in
identifying the preferences, attitudes ,motivations etc. of the customer so that right product can
be marketed to increase the sales in the future. Also data gathered from customers help to
develop better promotional strategies that can applied for sales of any particular product in the
market. Hence customers are driving source for good decisions and increased profits for the firm.
Moreover the report had identified one of the just eat brand campaign featuring snoop dog that
had helped in making the business profitable. Also, the study had analysed the target audience
related to that brand campaign and had put a reflection the contemporary market research theory.
Further the report had critically analysed how motivation as factor helped in influencing the
decision making toward the brand campaign. Lastly the investigation had provided certain
recommendations would help the quoted firm to improve the promotional strategies in the future.
REFERENCES
Books and journals

Ares, G. and Varela, P. eds., 2018. Methods in Consumer Research, Volume 1: New Approaches
to Classic Methods. Woodhead Publishing.
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Bloom, P. N., Hussein, P. Y. and Szykman, L. R., 2018. The benefits of corporate social
marketing initiatives. In Social Marketing (pp. 313-331). Psychology Press.
Dutta, T. and Mandal, M. K. eds., 2021. Consumer happiness: Multiple perspectives. Springer.
Isa, N.F., and et.al. 2021. The Effect of Consumer Experience on Food Delivery Apps. Sciences.
10(17). pp.299-309.
Kahn, B. E., Inman, J. J. and Verhoef, P. C., 2018. Introduction to special issue: Consumer
response to the evolving retailing landscape. Journal of the Association for Consumer
Research.3(3). pp.255-259.
Kostyk, A., Leonhardt, J. M. and Niculescu, M., 2021. Processing fluency scale development for
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marketing campaign to reduce tobacco use in pregnancy among Alaska Native
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Păvăloaia, V. D., Anastasiei, I. D. and Fotache, D., 2020. Social Media and E-mail Marketing
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Safeer, A. A.and et.al. 2021. Role of brand experience in predicting consumer loyalty. Marketing
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Online references
Four types of marketing strategies. 2010. [Online]. Available through:<
https://www.sitepoint.com/4-types-of-marketing/