ELITE DEVELOPMENT PROGRAM 2015

Need states refer to the

combination of rational, emotional,

social, environmental and personal

triggers/influences that lead to the

purchase or choice of a brand or

product. In other words, need states

are the internal and external drivers

perceived by an individual as needs

in a specific context that lead to a

decision.

>> Example: Need states surrounding

the decision of buying beverage

BUYING

BEVERAGE

Who am I?

Young – Need

something

looking cool

How’s the

weather?

Hot- Need

something cold

to slake my thirst

How do I feel?

I feel exhausted

for two many

assignments –

Need to refresh

Where am I?

At school –

Somewhere with

air conditioner

please!

How much do I

have?

It’s month end – I

need something

cheap

What are

available?

There are coffee,

milk tea, coke – I

need to change

store?

NEED STATES

Now that we understand what need

states are, the next question is how

they are classified and what are their

order

Need states help marketers to

understand consumer behaviors

and decide the most proper

strategies for their brand

MASLOW HIERARCHY OF

NEED STATES IN THEORY

morality,

creativity,

spontaneity,

problem solving,

lack of prejudice,

acceptance of facts

self-esteem, confidence,

achievement, respect of

others, respect by others

friendship, family, sexual

intimacy

security of: body, employment,

resources, morality, the family,

health, property

breathing, food, water, sex, sleep,

homeostatsis, excretion

Self-actualization Becoming everything that you are capable of

becoming

Esteem Being valued and respected by

yourself and others

Love/belonging Love, caring and affection to and

from others

Safety Protection again risks and

dangers

Physiological The physiological

needs

Maslow Hierarchy of Need

States is a psychological

representation of human needs

states, listed hierarchically on a

piramid. According to it, there

are 5 basic need states as

follows: D

efic

ien

cy/B

asic

ne

ed

s

Me

ta n

ee

ds

>> People will focus their motivation

on higher levels of need states when

the lower one are satisfied

Must be met for proper bodily

function and survival of

human

If these level are not met,

people tend to feel tense and

anxious or even suffer from

some physical problems

People will strongly desire this

level only after all the level of

basic needs are met

*This is the 1943 model.

The later ones may

include further need

states: Transcendence

or Cognitive Needs

(Need to know and

Need to understand)

MASLOW HIERARCHY OF

NEED STATES IN REALITY Self-actualization Students attend Young Marketer Contest

to test as well as to enhance their

capability of marketing

Esteem Customers choose to own Mercedes-

Benz as a statement about their life

achievements and ultimately to gain

respect from others

Love/belonging People buy nokia cell phones

to talk, text and to keep in

touch with others

Safety People need Andes

helmet to protect

themselves from

injuries in the possible

traffic accidents

Physiologi

cal Customers eat

Ha o Ha o to satisfy

their hunger when

they are in a hurry

CORE One specific brand satisfy one core need state. This goes

with their proposition and is the reason for which most of

their customers choose their product.

Example: On the left

EVOLUTION This is the process of reaching for the higher level of Core

Need States as brands grow with time.

Example: La Vie move from the physiological – mineral

water for better health to esteem – mineral water for

young and fresh spirit

https://www.youtube.com/watch?v=MwD_QNDcz-Q

https://www.youtube.com/watch?v=_eDdbFI3cpA

EXTENSION

In fact, (actually in most of the cases) beside the core need

state, one brand can and tend to satisfy more than one need

states at the same time

Example: Trung Nguyên Coffee satisfies the following Need

States

- Physiological: Cofffe can serve as a drink to slake the thirst

- Safety: Drink coffee make people more concious

- Love/belonging: Have coffee with colleagues to enhance

social networks

- Esteem: Drink Trung Nguyên coffee to express the life status

- Self-actuaization: Trung Nguyên coffee helps evoke your

creativity

TEMPORARY There are cases when brand break out of their core Need

States to focus on a higher one in a short period of time,

often in promotion campaigns.

Example: Gâ u Đo – Gă n kê t yêu thương -> Morality -> Self-

actualization

https://www.youtube.com/watch?v=-3uNXLfOndo

Core Need

States of Some

Brand on Maslow

Hierarchy of

Need States

NEED

WANT

>> Describe consumer state when they Need:

• I need something because it is NECESSARY for me TO

SURVIVE. Without that thing, it is a DEFICIENCY.

• My need may be very PHYSICAL like Food, Clothe

Or may be PHILOSOPHICAL like Safety, Self- esteem.

…Need usually come from Fear,

Hope or Belief

>> Is something MORE than Need

When I want

something, I wish

for it. I interest

more in it.

It is more specific.

Want depends on a

specific moment

because what I

want gives me a

specific experience.

.

Because a want

reminds me of a

specific experience,

it is more

motivated.

Wants are

“unlimited”. An

unfulfilled want can

cause a more

emotional suffering.

UNDERSTANDING

CONSUMER STATE IN NEED & WANT

UNDERSTANDING

MARKET THROUGH NEED & WANT

PRODUCT CATEGORY NEED

TOTAL MARKET

>> Consumer may buy a product category due to need

SPECIFIC BRAND WANT

>> Need defines the specific market and want defines the

psychographics customer segments.

>> Consumer may decide buy a product or service

because they need it. But they choose which

brand to buy, or company to buy from, based on

which one meets their wants.

>> Example:

CONSUMER NEED

Slaking

thirsty

Watching

time

Freedom

Champaign

cate.

Watch

cate.

Coffee

cate.

CONSUMER WANT

Secret need Habitual need Intuitive need Unanticipated need Unconscious need

Unspoken need Unknown need

Definition Needs that

consumers have in

their mind but they

don’t want to say it

out

Needs for solutions

come from habitual

problem of consumer.

Needs that consumer

have but they

cannot explain

rationally why they

have those needs.

Needs come from

problem but they

cannot describe

exactly what that

need is. Solutions

often come beyond

their expectation.

Needs come from

the process

perceiving the

surrounding life.

Do they

aware of that

need?

They aware of that

need.

They generally aware

of problems but they

often find solution as

other small solutions.

They have that need

deep inside they

don’t happen to

mention it.

They aware of that

need generally but

they cannot describe

exactly what that

need is.

They do not aware

but they still have it

deep inside.

Difficulty of

discovering

Medium Hardest

Innovation

level

Normal Slightly trendy Trendy Very Trendy Revolutionary

Example

Vietnamese

consumer come to

Starbuck as they

want other people to

perceived them as

rich and high class

but they don’t want

to admit it.

Consumer ask for anti-

mosquitoes liquid so

that they are not

bitten by mosquitoes

in their house but their

actual problem is that

they don’t want

mosquitoes in their

house. Aware of that

need, we can offer

them the micro-wave

insect killer machine.

Consumers tend to

choose food

restaurants which

have red as the

theme color because

they feel food is more

tasty in those

restaurant but they

cannot explain why

so most food

restaurant will be

designed in red, i.e:

Pizza Hut, KFC,

McDonald...

The recent self-

cleaning jean: that

come from the

problem that they

feel tired of cleaning

their jean but

consumer never

expect of a self-

cleaning jean, it’s

beyond their

expectation.

People want to

capture moments

in their life in the

way that they can

keep. So the

camera was born.

BRAND

BENEFITS

Functional benefits Emotional benefits

• The features of product

• Address a customer’s basic

tangible needs.

• Often link to fairly basic

motivations

USP, RTB

• How one feels to use the

product or service

• Relate to the intangibles need

Brand purpose, brand

experience

BRAND BENEFIT

LADDER

Features and Attributes Functional benefit Functional benefit platform Emotional benefit Permission benefit

>> Features of a product are

just ingredients until they are

communicated to consumer.

Functional benefit relates to a

core feature of product which

is picked up be an USP.

>> More than one

core features are

communicated.They

may be product

innovations.

>> Functional benefits

drives what consumer

feel about your

product/ brand.

>> Permission benefit is

earned when TRUST is

strongly built to consumer

after time to time

experience

>> The features of product must connect to functional benefits. Those functional

benefits, in turn, must connect to and drive emotional benefits. Emotional benefit

must be built upon functional benefit.

>> EXAMPLE:

COMPUTER MARKET

Functional benefits Features Emotional benefits “Owner” experience

Physical design

and

colors, state-of-

the-art software

and graphics

Professional tools for

better graphic designs,

ergonomic

Makes consume feel

like they belong to a

special cult of

creative people,

one-of-a-kind

Creative

Affordable, mass

Customized

Hardware

products

and accessories

Tailor-made to my

personal needs and

budget

Makes consumer feel

confident and secure

that they have the

right solution

For me

Reliable, durable

hardware,

powerful mobile

workstations with

customer support

Think pad model is for

every style and size of

business

Makes consumer feel

like they made the

most

professional choice

Confident

A choco pie is a snack cake consisting of two small

round layers of cake with marshmallow filling with

chocolate covering which make choco pie unique

attractive shape compared to other cake.

Functional benefit: Two chocolate ingredients can

makes us feel relaxed and happy: Phenylethylamine is

sometimes called “the love drug” and Serotonin, is a

mood-lifter. It tastes good and provides a moment’s

respite from busy, and often stressed-out, lives.

Emotional benefit: Orion’s choco pie creates more

fun and makes healthier and happier tomorrows.

THANK YOU