bui thi trung hieu (ms.) phan thi thao nghi (ms.)

date of issuing 2013

MARKETING ULTIMATE GOAL – SERVING THE NEEDS OF CONSUMERS: MARKET AND CONSUMER UNDERSTANDING

topic

AG

EN

DA

CONSUMER NEED

CONSUMER INSIGHT

HOW TO GET CONSUMER INSIGHT

HOW TO RECOGNIZE A STRONG INSIGHT

IPAD AIR

CONSUMER NEED

Needs are the basic human requirements.

Consumer need is a consumer’s desire for a product category’s specific benefit on a functional or

emotional level during a specific time or situation.

Teenage boys were becoming enamored with extreme sports and video games and were looking for brands in apparel, beverages, and other things that supported and complimented that lifestyle.

= They need brands that support and compliment their lifestyles.

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CONSUMER INSIGHT

A consumer insight is a fresh understanding, but not obvious, about consumer beliefs, values, habits,

desires, motives, emotions and needs, that can be translated into competitive advantage.

mohambir sawhney

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A fact Children oftens get dirty. Insight Moms are concerned whether their kids grow up well if they don’t let them get dirty.

How to get consumer insight

WOW fundamental truth

your brand can meet the best

deep enough

WOW fundamental truth + asking WHY Dig deep until your brand can meet it the best

strong insight

example

exa

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le Mountain Dew Fundamental truth: Teenage boys were becoming enamored with extreme sports and video games. Why? Because it makes them look cool and modern. Insight: They want brands that supported and complimented that lifestyle.

Ipad air

Consumer insight: Everyone desires to create something, to be a creator but in a simplest and convenient way.

It make them feel powerful and one step closer to God.

How ipad meets that

Ipad Air is a leading powerful tool to create things simply and conveniently.