Young Marketers Elite 3 - Assignment 2.1 - Nhóm 6 - Ái Lâm, Văn Hiển, Thanh Thùy

1. [Nhóm 6] Ái Lâm – Văn Hiển – Thanh Thùy
Young Marketers Elite Program – Season 3
[Assignment 2.1]

2. 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 STATES
Based on a person’s
needs on a particular
occasion
Control, Status,
Security, Freedom
NEEDS
Stand for common
demand of lots of
people
Moving Home, Buying Car
NEED STATES
Vs. Need states – Example:

3. 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

4. •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

5. 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

6. 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

7. •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 Miracle
Functional benefit: reducing fine lines, wrinkles and age spots
Emotional 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.

8. OMO Tết 2016
https://www.youtube.com/watch?v=zuzlGApaVQE
Owning washing powder category strength - CLEAN, Omo build
brand to reach love by emotional benefit .
Examples:
Nivea men - Dầu gội bùn khoáng
https://www.youtube.com/watch?v=UhIeh-5dBlY
As 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.