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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