vals (mobile phones)

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Page 1: VALS (Mobile Phones)
Page 2: VALS (Mobile Phones)

What is VALS?

• Value and Lifestyle model (VALS)

• Developed by Arnold Mitchell

• Definition:

Research oriented service undertaken to understand the relevant shifts in benefits, values and lifestyles of psychographic segments of the population

In simpler words, how values, lifestyle and benefits change from individual to individual and how it affects the marketers.

Page 3: VALS (Mobile Phones)
Page 4: VALS (Mobile Phones)

HIGH RESOURCE GROUP

Page 5: VALS (Mobile Phones)

Experiencers :

• Motivated by self-expression, high resources

• Appreciate the unconventional

• They are active and impulsive, seeking stimulation from the new, offbeat and risky

• They spend a comparatively high proportion of their of their income on fashion, socializing and entertainment

• Have desire for a better lifestyle

Page 6: VALS (Mobile Phones)
Page 7: VALS (Mobile Phones)

Promotion strategyTechnology:Water ,Dust, Scratch and Break ResistanceHD Display (Triluminos display) and 1080P HD Video Recording Slim Looks with Neon Colours and Dual HD LED FlashLights

Features :3 GB Ram and 64 GB Expandable Memory

OS – Latest Windows 8.1 (Cyan update) which supports all windows and android AppsMarkets - Cubo Store , Windows , Xbox , Google Play Store

CameraPrimary – 40 megapixelsSecondary – 10 Megapixel

Skull candy Crusher headphones and Sound

Price : 47,000/-

Page 8: VALS (Mobile Phones)

Communication strategy

Television

Newspaper

Magazine

Social Media

Page 9: VALS (Mobile Phones)

Achievers:

• Motivated by achievement; high resources• Goal oriented lifestyles that centre on family

and career• Avoid situations that encourage a high degree

of stimulation or change• Prefer premium product that demonstrate

success to their peers• Seek approval of others • Image is important to them • Status oriented

Page 10: VALS (Mobile Phones)
Page 11: VALS (Mobile Phones)

Promotion strategyTechnology:

HD Display (Triluminos display) and 720P HD Video Recording

Slim Look with diff Colour and Dual HD LED Flashlights

OS – Latest Windows 8.1 (Cyan update) which supports all windows and android Apps

Markets - Cubo Store , Windows , Xbox , Google Play Store

Built-in App

• My People ( A Family App)

• Promoting Their Pictures (On their Permission) on Cubo Website For Free with Testimonial

• Panoramic Camera App (For Clicking Single Photo of a Big Family)

• Reminder Apps For Events like Birthday and anniversary

• Festival greetings.

Camera

Primary – 30 megapixels

Secondary – 08 Megapixel

Skull candy Classic headphones and Sound

Price : 40,000/-

Page 12: VALS (Mobile Phones)

Communication strategy

Television

Newspaper

Magazine

Social Media

Page 13: VALS (Mobile Phones)

Fulfillers:

• Motivated by ideals; high resources• Mature, satisfied, comfortable and reflective• They tend to be well educated and actively seek

out information in the decision making process• They favors durability, functionality and value in

products• Principle oriented

Page 14: VALS (Mobile Phones)
Page 15: VALS (Mobile Phones)

Promotion strategyTechnology:Dust Proof And Scratch Proof Display – Latest Gorilla Glass 4

Different Matt Colours Specially in White and Black

OS – Latest Windows 8.1 which supports windows appsMarkets - Cubo Store , Windows , Xbox

• Power Full Lithium-ion (Lion) Battery for Big Battery Backup• Microsoft in-built Antivirus enable with random updates• 2 years Warranty and 1 year Guarantee

CameraPrimary – 20 megapixelsSecondary – 05 Megapixel

Skull candy Bombshell Earphones and Sound

Price : 30,000/-

Page 16: VALS (Mobile Phones)

Communication strategy

Television

Newspaper

Magazine

Social Media

Page 17: VALS (Mobile Phones)

Actualizers:-

• Successful, sophisticated, take charge• People with high self-esteem• Exhibit all three motivations in varying

degrees as they have abundant resources• Change leaders and are more receptive to

new ideas and technologies• Purchases reflect cultivated tastes for

upscale, niche products and services• Skeptical about ads• Read a lot of publication work

Page 18: VALS (Mobile Phones)
Page 19: VALS (Mobile Phones)

Promotion strategyTechnology:

Gorilla Glass 3 and White and Black Colours Back Panel

OS – Latest Windows 8.1 which supports windows apps

Markets - Cubo Store , Windows , Xbox

Built-in App

My Business

Diana Or Jack - Office Assistance

Reminder App For Meeting and Appointment

Microsoft Office 2013

Drop-box

Data Backup and Restoring App

Free Skull candy Earphones and Sound

Camera

Primary – 35 megapixels

Secondary – 05 Megapixel

Price : 40,500/-

Page 20: VALS (Mobile Phones)

COMMUNICATION STRATEGY:-

•Social media.

•Newsletter.

•magazine.

•Television.

•Leading Newspaper.

Page 21: VALS (Mobile Phones)

LOW RESOURCE GROUP

Page 22: VALS (Mobile Phones)

Makers:

• Motivated by self-expression, low resources

• Value practicality and self sufficiency• Choose hands on constructive activities

and spend leisure time with family and close friends

• Prefer value to luxury• Buy basic products (product with practical

purposes)

Page 23: VALS (Mobile Phones)
Page 24: VALS (Mobile Phones)

Promotion Strategy

OS –Cubo 0.1• Keypad Phone• Cubo Store• Cubo earphones

Special Schemes • Discount and seasonal offers.• EMIs.• Free gifts.• Competitions and prizes.• SMS on their birthdays, Festival or on special offers by Cubo Company

CameraPrimary – 3 megapixelsPrice : 7000/-

Page 25: VALS (Mobile Phones)

COMMUNICATION STRATEGY:-

•Television

•Radio

•Newspaper.

•Internet.

Page 26: VALS (Mobile Phones)

Strivers:

• Motivated by achievement; low resources• Trendy and fun loving• Little discretionary income and tend to have

narrow interests• Favor stylish products• Emulate the purchases of people with greater

material wealth• Seek approval of others• Status oriented

Page 27: VALS (Mobile Phones)
Page 28: VALS (Mobile Phones)

Promotion strategyOS – Cubo 1.1.2

Touch and Type Phone

• Cubo Store

• Cubo earphones

• Can Share their Pictures on Cubo Website with Testimonial

• Reminder Apps

• Supports All Social Apps

Special Schemes

• Discount and seasonal offers.

• EMIs.

• Free gifts.

• Competitions and prizes.

• SMS on their birthdays, Festival or on special offers by Cubo Company

Camera

Primary – 5 megapixels

Price : 8,000/-

Page 29: VALS (Mobile Phones)

COMMUNICATION STRATEGY:-

•Television•Radio•Newspaper.•Internet.

Page 30: VALS (Mobile Phones)

Believers:-

• Motivated by ideals; low resources• Strongly traditional• Respect rules and authority• Because they are fundamentally conservative, they

are slow to change and technology averse• Choose familiar products and established brands• Traditional people with concrete beliefs • Principle oriented

Page 31: VALS (Mobile Phones)
Page 32: VALS (Mobile Phones)

Promotion StrategyWhite and Black Colours

OS –Windows 8 which supports windows appsMarkets - Cubo Store , Windows

Features1 GB Ram , Cubo earphones and Skull Candy Sound

Special Schemes • Discount and seasonal offers.• EMIs.• Free gifts.• Competitions and prizes.

CameraPrimary – 8 megapixelsSecondary camera available

Price-9500

Page 33: VALS (Mobile Phones)

COMMUNICATION STRATEGY:-

•Newspaper.•Magazine.•Radio.•Social media•Television

Page 34: VALS (Mobile Phones)

THANK YOU