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STATED NEEDS

It is what customers say they want

Ex: When consumer says:

>> 1. What is Secret Need?To understand Secret Need, we need to know about

5 types of needs

REAL NEEDS

It is what customers actually require

Ex: When the consumer wants a car for rational, like he wants a car whose operating costs are low over a time, and not just a low initial price

UNSTATED NEEDS

Ex: In buying this, he also expects a good service from dealer

DELIGHT NEEDS

It is the desire for luxuries, as compared to real needs

Ex:He would like the car dealer to include an onboard GPS navigation system too

SECRET NEEDS

It is need that customers feel reluctant to admit

Ex:He desires to show his friends that he is a savvy consumer

2. What is Habitual Need?

It is a desire to be repeat/react a action that consumers did in the past.

This need is of the nature of a habit, fixed by or resulting from habit

Ex:Some people have a habit drinking 2 liters of water a day Their habitual

3. What is Unanticipated Need?

It is a need that do not exist regularly but at the

certain momentEx:

4. What is Intuitive Need?

Step 1: INTUITION is a process that gives us the ability to know something

directly without analytic reasoning, bridging the gap between the conscious

and unconscious parts of our mind, and also between instinct and reason

Step 2: Definition

Intutive need is a need that comes from consumers feeling/intuition not from

logical thinkingEx:Sometimes we choose the color of our clothes unconsciously, we choose it just because it feels right

5. What is Unconscious Need?3 Types of Consumer Needs: Conscious => Unconscious => Unseed

Unconscious need refers to hidden and unknown desires that are the real

reasons for things that people do.

Ex:For women, the deepest unconscious need is their desire to see

themselves through their partnersThebol Em t m anh https ://www.youtube.com/watch?v=4HhqP_JIZi8

Tailor-made to my

personal need & budget

Makes me feel confident and secure that I have the

right solution. The product is for me.

FUNCTIONAL BENEFITS

- What your product or service does for your customers.

- These are your offering's attributes, or "the job to be done.

Ex: iin the high -tech sectors

=> Customers are rational and will be influenced by functional benefits.

Further, when asked why they buy this brand or avoid that one, customers

often give functional reasons because they can and because nothing else

would reflect well on them and their decision making.

EMOTIONAL BENEFIT

- Ability of the brand to make customers feel something

during the purchase process or experience.

-

It includes feelings: In control, safe, secure, clever, powerful,

FUNCTIONAL BENEFITSvs

EMOTIONAL BENEFITS

Strategies based on functional

benefits are often ineffective or

limiting.

association between

functional benefits and

emotional was born

First, be a compelling reason to buy the

brand .

Second, competitors may quickly copy it .

Third, because of no emotional attachment, there ZRQWEHDbasis of a strong, long-term

relationship with customers

Finally, functional benefits limit the brand from adapting changing

markets or exploring brand

extensions.

Core benefit Core benefit Core benefit

Category

requirements

Functional benefit that are

different from competitor

Crucial emotional

experience that drives

growth

A MOTIVATIONAL HIERARCHYTransforming features and functional benefits into an emotional experience

Just like any story, it all has got to tie together

Brand Features Functional Benefit Emotional Benefit 2ZQHG([SHULHQFH

Apple Physical design and colors,

state -of -the -art software and

graphics

Professional tools for better

graphic designs, ergonomic

Makes me feel like I belong to a

special cult of creative people,

one -of -a -kind

Creative

Thinkpad Reliable, durable hardware,

powerful mobile workstations

with customer support

There is a Thinkpad model

and for every types and sizes

of business

Makes me feel like I

made the most

professional choice

Confidence