[Nhóm 6] Ái Lâm – Văn Hiển – Thanh Thùy

Young Marketers Elite Program – Season 3

[Assignment 2.1]

Need states are needs which is shaped by specific occasion or situation.

Use question “why to understand attitudes

Use questions “what”, “when”, “where”, “how”, “who” to understand behaviors

In the moring a girl may want to drink fresh water to satisfy the need of water. But after playing sport , she may desire a product which contain isotonic

NEED STATESBased on a person’s needs on a particular

occasion

Control, Status, Security, Freedom

NEEDSStand for common

demand of lots of people

Moving Home, Buying Car

NEED STATES

Vs.Need states –

Example:

Maslow's hierarchy of needs is:• a theory in psychology represented as a

pyramid • based on two assumption that human

being have many need ranging from biological need to psychological need

• In which, lower need must be satisfied before higher level need arise

I’m known

I’m fulfilled 100% myself

I’m part of a group

I feel safe enough

I can survive

Need classifed by level of necessity (biological to psychological): MASLOW NEED

•Pysiological:

Satisfy the feeling of thirst

•Safety:

Beer in bottle or can is standardized to ensure the quality

•Love/belonging:https://www.youtube.com/watch?v=gB494jrE5Qc

2011 – “Tận hưởng cuộc vui đầy cảm hứng”: Enjoying your time with friends

in an inspirational way

•Self-esteem: https://www.youtube.com/watch?v=lk8TPU5nSi8

2012 – “Enjoy winning”: Make consumer feel that they are boldly distinctive

and not afraid to defy traditions

•Self-actualization: https://www.youtube.com/watch?v=uSQNkOaqbRk

2014 – “Tiger Uncage “: Let the bravery, potential and passion in each

person out of cage built by long-term prejudice or cultural framework in

where they live

EXAMPLE :

Brands in different states of Maslow's hierarchy of needs

•Pysiological:

Beer in barrel (Bia hơi) : People drinking beer to satisfy the feeling of thirst

•Safety:

Beer in bottle or can is standardized to ensure the quality

• Love/ Belonging : https://www.youtube.com/watch?v=L6vr8r1GzD8

Huda beer “Đậm tình miền Trung”: Everytime consumers drink Huda beer, they

feel proud of their hometown and the characters of the people here

• Self- Esteem: https://www.youtube.com/watch?v=v2a5nu2oQ1Q

Sai Gon Special “Chất men của thành công”: what defines success and makes

other people look up to is not the outside but the inside

• Self – actualization : https://www.youtube.com/watch?v=uSQNkOaqbRk

Tiger Beer “Uncage - Đánh thức bản lĩnh”: Let the bravery, potential and passion

in each person out of cage built by long-term prejudice or cultural framework in

where they live

EXAMPLE :

Tigger beer in different states of Maslow's hierarchy of needs

Secret need Habitual need Intuitive need Unanticipated need

Unconscicous need

What is it? • Need based on deeply emotional reasons

• But they don’t feel ready to show it to other people

• Specific need based on rational reasons

• Which arise from constant experiences in everyday

• Need which already existed in consumers

• But they only feel its existence and cannot explain why they have that need

• A need which hasn’t been thought of yet

• But consumers tend to be delightful if this need is satisfied

• A need which is accidentally shaped by experiences or information in the past

• But consumers don’t know that they are having that need

Example Consumer wants the latest dress Gucci for the status symbol so that she can show his friends that she is a top fashionista.

Consumers ride car in daily life and don’t want a car which is always broken up. They always ask seller about engine to ensure this is endurable car.

People always need to be loved but they cannot understand why. They only feel that a world without love is terrible.

People don’t think that they need a cell phone with only one button until Apple shows them that need .

People usually looked at the birds in the sky and wish that they can fly like birds one day. That’s why airplane was born.

Unknown to consumer

NEED CLASSIFIED BY LEVEL OF CONSUMER AWARNESS

DESIREWANT• A need which is not always

necessary, but which consumers wish for

• Specific and personal because it is shaped by each person’s preference and their surroundings

• For some categories, it happens at some moments

• Example: I want a jean rather than dress or short when I hang out with my friends

• A need which is strongly attached to emotions because including:

- the sense of longing and hoping; - the excitement by the thought of it or enjoyment;- the motivation to take action to obtain it • Example: I desire a Levis jean

because wearing Levis jean makes me feel myself as a rebel, that’s who I am.

Brand

• The basic human requirements • Primary need: basic needs (for

survival). Secondary need: psychological and self-fulfillment need.

• Can be fulfilled by functional or emotional benefits of a product or service

• Example: I need clothes to cover my body

NEED

Commodity Specific product

What is supposed to satisfy need, want and desire?

• Desire is what people always wish and strive for while need and want are much easier to satisfy, which can create uniqueness for brand if brand can tackle desire of consumers

• Desire is born from deep emotions in people, which can help brand to build long-term relationshipand tight connection with consumers

•FUNCTIONAL BENEFIT which is related to the product attribute itself and is not easily differentiated from others as the competitor easily can copy it.

•EMOTIONAL BENEFIT which comes from inside brand personalities and is a self expressive related to the feelings.

Example: Pond's Age MiracleFunctional benefit: reducing fine lines, wrinkles and age spotsEmotional benefit: feeling of controling of aging process and being more confident

Must-have elements for brand to satisfy DESIRE

Are they necessary?

•No functional benefit, brand is convicted of telling the lies and exaggeration

Ex: Bkav launched Bphone with promise “Bphone is more beautiful than Iphone 6 plus” but scandals including low quality product happened and model was no such as expected

•No emotional benefit, brand can be easily kicked out by competitors.

Based on functional benefit, Emotional benefit helps us leverage core value of brand to touch consumer’s heart and gets higher on Maslow's hierarchy

of needs.

OMO Tết 2016https://www.youtube.com/watch?v=zuzlGApaVQEOwning washing powder category strength - CLEAN, Omo build brand to reach love by emotional benefit .

Examples:

Nivea men - Dầu gội bùn khoánghttps://www.youtube.com/watch?v=UhIeh-5dBlYAs new product which has functional strength for current market, brand concentrates on present mineral mud component as an optimal element for releasing feeling of discomfort caused by itchy and dry hair.