vals (mobile phones)
TRANSCRIPT
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.
HIGH RESOURCE GROUP
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
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/-
Communication strategy
Television
Newspaper
Magazine
Social Media
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
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/-
Communication strategy
Television
Newspaper
Magazine
Social Media
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
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/-
Communication strategy
Television
Newspaper
Magazine
Social Media
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
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/-
COMMUNICATION STRATEGY:-
•Social media.
•Newsletter.
•magazine.
•Television.
•Leading Newspaper.
LOW RESOURCE GROUP
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)
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/-
COMMUNICATION STRATEGY:-
•Television
•Radio
•Newspaper.
•Internet.
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
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/-
COMMUNICATION STRATEGY:-
•Television•Radio•Newspaper.•Internet.
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
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
COMMUNICATION STRATEGY:-
•Newspaper.•Magazine.•Radio.•Social media•Television
THANK YOU