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Phúc Hậu
Hồng Phong
Thiên Vân
AGENDA
1. Need states – Maslow hierachy of needs
2. Need – Want – Desire and type of needs
3. Functional and Emotional Benefit
“MARKETING IS THE WHOLE PROCESS THAT USES RESOURCES TO MEET CONSUMERS’ NEED”
A need state(s) is the name of a concept
that can be used to define the topology of a market – a map for showing the driving needs that determine brand choice in a
particular market.
Need states refer to the complex web of rational, emotional,
social, environmental and personal triggers that lead to the choice of a particular brand or product.
need states” - specific patterns of
needs for the occasion.
Let’s get started with some useful terms of consumers’ needs
If the product is beer, some need states that a brand can serve:
- When : Heineken
- When : White Lion, Budweiser
- When : Corona
And our definition...
“ “ “
And the product is chocolate...?
- When : Kitkat
- When : Snickers
- Before : Hersley
- When Mars
Another useful model to understand consumers is
No 3MCPD in product
Serving burgers
Get closer
I’m real men
Open happiness
Coffee for creativity
Just do it
Impossible is nothing
Get a snicker when hungry
Keep walking
From the very start till 2009, Coca
Cola is the drink to fulfill thirsty bit.ly/1OBGa8w
The campaign “Share a Coke”
marked Coca-Cola as a happiness connector (between family/friends...) https://www.youtube.com/watch?v=x9Ra
eo10GXQ
Dove soap donot dry and hurt your
skin as others, but hydrate it : https://www.youtube.com/watch?v=V-FdvQRv8bw
In 2004, Dove took a mission of
redefine Real Beauty, making more
woman live harmony with the
community around https://www.youtube.com/watch?v=Zkz5wKHNdQA
Campaign “Make Over Dove” gave
woman a chance to edit all negative ads
and define BEAUTY in their own way https://www.youtube.com/watch?v=818if1bkCdo
Campaign “Là con gái thật tuyệt”
proved that Vnese woman is a
essential part of life, help them
more confident & respected by
others.https://www.youtube.com/watch?v=yinTkts1Vv4
“Làm điều mình yêu theo cách mình
muốn” give woman chance to
decide things around https://www.youtube.com/watch?v=9exCQYN2dpg
Diana Sensi, new products protect
sensitive woman skin at the red-day https://www.youtube.com/watch?v=hk79sTDcScM
Kind of tampon, balance
woman life in the red-day A soap to clean woman body
Campaign "You're more beautiful than you
think” made woman more confident about their beauty https://www.youtube.com/watch?v=Zkz5wKHNdQA
But you want a
Phone
The promise toward the desire
You need
connection
…is a sense of longing and hoping for someone or something. At desire e level, people keep thinking
about item, a person and it is the motivation for them to take action to achieve their goal.
The particular form/shape of needs. It can be a product/ service that are not necessary but it is the consumers’
wishes. It’s also including culture and individual personality of human.
The state, the feel of privations that can be satisfied via a product/service specific benefits
Motivation/Inspiration
It’s functional/emotional benefits
…the need that consumers don’t like to admit or tell the other about that.
….the repeated need of consumer in 2 contexts:
• Loyalty: the current product is best
fit and consumers don’t tent to find another alternative.
• The need can be satisfied by any product/brand with not much
differences with each other.
Good service of the store
The smart phone as a status
symbol to define how trendy I am
Whenever I’m thirsty, I
always drink Aquafina
Commodities
… need is the need that occurs without rational though and cannot
be explain by logic
I always felt the intuitive
need to do something (anything!) physical
each day
He cannot explain the reason why
I’m hungry. I will go to super market
to buy the good.
Situation
Unanticipated
need
The need is arising under the impact of promotion
Be SAD
are the
characteristic/
ingredient/
highlights of
products
Benefits customers
want to get from
product features. It’s
the outcome of the
feature. It’s tangible.
Is what the functional
benefit delivers. It is a general benefit. usually depending on the
intended use of each person
Emotional benefits relate to
the intangibles of how one
feels to
use the product or service.
it satisfies the feelings and
beliefs of the customer
Is benefit that
customers
allow brand
to grow and
evolve
Nokia with
technology
Lithium battery
Technology Lithium
helps long-lasting
battery
Long-lasting battery .
I can receive calls
from friends and
relatives
Use Nokia makes me
feel “I can be always by
my friends when they
need”
Nokia
Connecting people
Physical
design and
colors, state-
of-the-art
software and
graphics
Professional tools for
better graphic designs,
Ergonomic
So I'm confident with
the product that I
created
Makes me feel like I
belong to a special cult
of creative people,
one-of-a-kind
Creative
Benefits fall into two categories, according to their motivation to create with the customer
is represented most clearly for 2 categories. However we have 5 levels as follows
Indulge &
inspiration
Makes me feel I
know enjoy café
Real Coffee
Origin
Café Buôn Ma Thuột Many Location
Extended hours
Accessible,
Efficient
Convenient to
home/enjoy
I'm comfortable
when I belong to
one community
Community Coffee Creative space,
space culture coffee
Empower me
Productive
Space to
work/enjoy coffee
Trung Nguyen
Coffee Village
Bookcase Success
+ +
The show us the relationship
between levels of benefits, starting from the
bottom. So if a brand want to offer emotional
benefit, it must offer functional benefit before.
=
Since 2009, Uber business
platform quickly was copied by GrabCar/Easy Taxi
So, Uber have to make users
feel respected by offering them luxury cars with low price
Traditional taxi was rapidly
failed for Uber/GrabTaxi
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