young marketers eliter 3 – assignment 2.1 – nhóm 3 - Đức hiệp, tường vy, minh thông
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STATED NEEDS
It is what customers say they want
Ex: When consumer says:
>> 1. What is Secret Need?To understand Secret Need, we need to know about
5 types of needs
REAL NEEDS
It is what customers actually require
Ex: When the consumer wants a car for rational, like he wants a car whose operating costs are low over a time, and not just a low initial price
UNSTATED NEEDS
Ex: In buying this, he also expects a good service from dealer
DELIGHT NEEDS
It is the desire for luxuries, as compared to real needs
Ex:He would like the car dealer to include an onboard GPS navigation system too
SECRET NEEDS
It is need that customers feel reluctant to admit
Ex:He desires to show his friends that he is a savvy consumer
2. What is Habitual Need?
It is a desire to be repeat/react a action that consumers did in the past.
This need is of the nature of a habit, fixed by or resulting from habit
Ex:Some people have a habit drinking 2 liters of water a day Their habitual
3. What is Unanticipated Need?
It is a need that do not exist regularly but at the
certain momentEx:
4. What is Intuitive Need?
Step 1: INTUITION is a process that gives us the ability to know something
directly without analytic reasoning, bridging the gap between the conscious
and unconscious parts of our mind, and also between instinct and reason
Step 2: Definition
Intutive need is a need that comes from consumers feeling/intuition not from
logical thinkingEx:Sometimes we choose the color of our clothes unconsciously, we choose it just because it feels right
5. What is Unconscious Need?3 Types of Consumer Needs: Conscious => Unconscious => Unseed
Unconscious need refers to hidden and unknown desires that are the real
reasons for things that people do.
Ex:For women, the deepest unconscious need is their desire to see
themselves through their partnersThebol Em t m anh https ://www.youtube.com/watch?v=4HhqP_JIZi8
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Tailor-made to my
personal need & budget
Makes me feel confident and secure that I have the
right solution. The product is for me.
FUNCTIONAL BENEFITS
- What your product or service does for your customers.
- These are your offering's attributes, or "the job to be done.
Ex: iin the high -tech sectors
=> Customers are rational and will be influenced by functional benefits.
Further, when asked why they buy this brand or avoid that one, customers
often give functional reasons because they can and because nothing else
would reflect well on them and their decision making.
EMOTIONAL BENEFIT
- Ability of the brand to make customers feel something
during the purchase process or experience.
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It includes feelings: In control, safe, secure, clever, powerful,
FUNCTIONAL BENEFITSvs
EMOTIONAL BENEFITS
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Strategies based on functional
benefits are often ineffective or
limiting.
association between
functional benefits and
emotional was born
First, be a compelling reason to buy the
brand .
Second, competitors may quickly copy it .
Third, because of no emotional attachment, there ZRQWEHDbasis of a strong, long-term
relationship with customers
Finally, functional benefits limit the brand from adapting changing
markets or exploring brand
extensions.
Core benefit Core benefit Core benefit
Category
requirements
Functional benefit that are
different from competitor
Crucial emotional
experience that drives
growth
A MOTIVATIONAL HIERARCHYTransforming features and functional benefits into an emotional experience
Just like any story, it all has got to tie together
Brand Features Functional Benefit Emotional Benefit 2ZQHG([SHULHQFH
Apple Physical design and colors,
state -of -the -art software and
graphics
Professional tools for better
graphic designs, ergonomic
Makes me feel like I belong to a
special cult of creative people,
one -of -a -kind
Creative
Thinkpad Reliable, durable hardware,
powerful mobile workstations
with customer support
There is a Thinkpad model
and for every types and sizes
of business
Makes me feel like I
made the most
professional choice
Confidence
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