Levels of sophisticaion in markets

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A presentation on how to position products and services based on "market sophistication levels". Also includes analysis of the evolution of ads by Gilette, Apple and more.

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  • Levels of sophisticaion in markets

    1. 1. The Missing Link in MindValley Marketing
    2. 2. The Customer Mind
    3. 3. The Customer MindAvatar
    4. 4. The Customer MindAvatar Core Identity
    5. 5. The Customer MindAvatar Awareness State Core Identity
    6. 6. The Customer MindAvatar Awareness State Core Identity
    7. 7. The Customer MindAvatar Awareness State Core Identity
    8. 8. Market Sophistication• First in Market : Easy!• Second Place• Third Place• Fourth Stage• Fifth Stage : Uh oh
    9. 9. First Level• Be simple, direct.• Name need or claim.• “Now Lose Ugly Fat”
    10. 10. Second in Market• Outbid competition with features.• Enlarge Claim• “Lose up to 47 lbs in 4 weeks or get $40 back”• “Chrysler 300: Now with 300 Horsepower”
    11. 11. Third Stage Sophistication• Distinguish product from masses.• The market has given up...but still has same needs.• Present a new “Feature”• Emphasis shifts from what product does to HOW it works
    12. 12. Third Stage• “First wonder drug for losing weight”• “Deep Meditation in Minutes Using Patented Sound Technology”
    13. 13. 2nd vs 3rd Stage• 2nd Stage : Claim is in Headline. Feature is in Subhead.• 3rd Stage : Feature is in headline. Claim is in Subhead.
    14. 14. I am 61 pounds lighter...never a hungry momentRead the Astonishing story of the New York Food Expert with the Famous Eat-and-Reduce plan
    15. 15. Floats Fat Right out of Your Body Released for the first time, thisamazing scientific discovery that melts up to 37 lbs...with no need to give up the foods you love
    16. 16. 4th Stage• Elaborate the Feature...not the promise.• “First ‘No Diet’ Reducing Wonder Drug• You are countering the competitors 3rd stage feature. Make it quicker, cheaper, faster...
    17. 17. 5th Stage• Market is jaded.• Awareness shifts from mechanism to identification with prospect• Motivation research becomes important (Culture Code)
    18. 18. I’d walk a mile for a Camel
    19. 19. I’d walk a mile for a CamelLight up a Lucky and you won’t miss the sweets that make you fat
    20. 20. I’d walk a mile for a CamelLight up a Lucky and you won’t miss the sweets that make you fat Pall Mall’s Greater length cigarettes smoke further
    21. 21. I’d walk a mile for a CamelLight up a Lucky and you won’t miss the sweets that make you fat Pall Mall’s Greater length cigarettes smoke furtherChesterfield: Regular and King sized TOO!
    22. 22. I’d walk a mile for a CamelLight up a Lucky and you won’t miss the sweets that make you fat Pall Mall’s Greater length cigarettes smoke furtherChesterfield: Regular and King sized TOO! Marlboro Virile Men Ads
    23. 23. “Blow Some My Way”
    24. 24. After the 5th Stage..• New Markets open up• Filtered Cigarettes• And the cycle repeats itself
    25. 25. Kent’s Micronite Filter traps tar before they reach your lips
    26. 26. Kent’s Micronite Filter traps tar before they reach your lips20,000 Filter Traps in Viceroy
    27. 27. Kent’s Micronite Filter traps tar before they reach your lips 20,000 Filter Traps in ViceroyParliament: The most important 1/4in smoking today. No filter feedback.
    28. 28. Kent’s Micronite Filter traps tar before they reach your lips 20,000 Filter Traps in Viceroy Parliament: The most important 1/4 in smoking today. No filter feedback.Tareyton : Dual filter for double the pleasure
    29. 29. Kent’s Micronite Filter traps tar before they reach your lips 20,000 Filter Traps in Viceroy Parliament: The most important 1/4 in smoking today. No filter feedback.Tareyton : Dual filter for double the pleasureWinston tastes good like a cigarette should.

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