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fundamental 4Cs values
ReformerENLIGHTENMENT
Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth
Avoid risk, human warmth, comfort, sentiment, belonging, order, familiarity, acceptance, blending in, avoid confrontation
MainstreamSECURITY
Succeeder
CONTROL
Goal orientation, self determination: stability, lasting, enduring – thorough, organising, delegating, problem-solving, simplifying complexity, prestige, hierarchy DISCOVERY
Explorer
Adventure, exploration, seeking, finding – who am I ? What is out there ? How far can I go ? What happens if I do this ? Adrenilin, hedonism, speed, danger, risk, Instant gratification
ResignedSURVIVAL
Rigidity, discipline, limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism, avoid complexity
AspirerSTATUS
Attention, admiration, image, persona, extrinsics, materialism, acquisition, affiliation, charisma
Alienation, low self-esteem, repressed desire, disorganised, physical, agression, anarchy
StrugglerESCAPE
Struggler. Alienated, aimless, disorganised With few resources apart from physical/mechanical skills Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
Aspirer. Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive pack more important than quality of contents. (Younger, clerical/sales type occupation)
Mainstream. Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money ‘family’ brands. Almost invariably the largest 4Cs group. Average demos
SECURITY
Resigned. Rigid, strict,authoritarian and chauvinist values, oriented to the past and to traditional roles. Brand choice stresses safety, familiarity and economy. Older
SURVIVALESCAPE
DISCOVERY
Reformer. Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but aware of ‘good taste’. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity. ( High education)
ENLIGHTENMENT
STATUS
Intuitively Accessible Individuals
Succeeder. Strong goal orientation,confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to ‘caring’ and protective brands ... stress relief. Top management
CONTROL
Explorer. Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence, instant effect. The first to try new brands. Younger - student
DISCOVERY
ENLIGHTENMENT
Struggler. Alienated, aimless, disorganised – with few resources apart from physical/mechanical skills Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
Aspirer. Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive pack more important than quality of contents. (Younger, clerical/sales type occupation)
Mainstream. Domestic, conformist, conventional, sentimental, passive, habitual.Part of the mass, favouring big and well-knownvalue for money ‘family’ brands. Almost invariably the largest 4Cs group. Average demos
SECURITY
Resigned. Rigid, strict,authoritarian and chauvinist values, oriented to the past and to traditional roles. Brand choice stresses safety, familiarity and economy. Older
SURVIVAL
ESCAPE
Reformer. Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but aware of ‘good taste’. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity. ( High education)
STATUS
Intuitively Accessible Individuals
Succeeder. Strong goal orientation,confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to ‘caring’ and protective brands ... stress relief. Top mngmnt
CONTROL
Explorer. Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence, instant effect. The first to try new brands. Younger - student
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