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.

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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Transcript

  • 1. The Missing Link in MindValley Marketing
  • 2. The Customer Mind
  • 3. The Customer MindAvatar
  • 4. The Customer MindAvatar Core Identity
  • 5. The Customer MindAvatar Awareness State Core Identity
  • 6. The Customer MindAvatar Awareness State Core Identity
  • 7. The Customer MindAvatar Awareness State Core Identity
  • 8. Market Sophistication• First in Market : Easy!• Second Place• Third Place• Fourth Stage• Fifth Stage : Uh oh
  • 9. First Level• Be simple, direct.• Name need or claim.• “Now Lose Ugly Fat”
  • 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. 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. Third Stage• “First wonder drug for losing weight”• “Deep Meditation in Minutes Using Patented Sound Technology”
  • 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. 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. 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. 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. 5th Stage• Market is jaded.• Awareness shifts from mechanism to identification with prospect• Motivation research becomes important (Culture Code)
  • 18. I’d walk a mile for a Camel
  • 19. I’d walk a mile for a CamelLight up a Lucky and you won’t miss the sweets that make you fat
  • 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. 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. 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. “Blow Some My Way”
  • 24. After the 5th Stage..• New Markets open up• Filtered Cigarettes• And the cycle repeats itself
  • 25. Kent’s Micronite Filter traps tar before they reach your lips
  • 26. Kent’s Micronite Filter traps tar before they reach your lips20,000 Filter Traps in Viceroy
  • 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. 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. 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.