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The Missing Link in MindValley Marketing
The Customer Mind
The Customer MindAvatar
The Customer MindAvatar              Core Identity
The Customer MindAvatar         Awareness State                           Core Identity
The Customer MindAvatar         Awareness State                           Core Identity
The Customer MindAvatar         Awareness State                           Core Identity
Market Sophistication• First in Market : Easy!• Second Place• Third Place• Fourth Stage• Fifth Stage : Uh oh
First Level• Be simple, direct.• Name need or claim.• “Now Lose Ugly Fat”
Second in Market• Outbid competition with features.• Enlarge Claim• “Lose up to 47 lbs in 4 weeks or get  $40 back”• “Chry...
Third Stage       Sophistication• Distinguish product from masses.• The market has given up...but still has  same needs.• ...
Third Stage• “First wonder drug for losing weight”• “Deep Meditation in Minutes Using  Patented Sound Technology”
2nd vs 3rd Stage• 2nd Stage : Claim is in Headline.  Feature is in Subhead.• 3rd Stage : Feature is in headline.  Claim is...
I am 61 pounds lighter...never      a hungry momentRead the Astonishing story of the New York Food Expert with the Famous ...
Floats Fat Right out of Your             Body   Released for the first time, thisamazing scientific discovery that melts up ...
4th Stage• Elaborate the Feature...not the  promise.• “First ‘No Diet’ Reducing Wonder Drug• You are countering the compet...
5th Stage• Market is jaded.• Awareness shifts from mechanism to  identification with prospect• Motivation research becomes ...
I’d walk a mile for a Camel
I’d walk a mile for a CamelLight up a Lucky and you won’t miss the       sweets that make you fat
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 len...
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 len...
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 len...
“Blow Some My Way”
After the 5th Stage..• New Markets open up• Filtered Cigarettes• And the cycle repeats itself
Kent’s Micronite Filter traps tar  before they reach your lips
Kent’s Micronite Filter traps tar  before they reach your lips20,000 Filter Traps in Viceroy
Kent’s Micronite Filter traps tar    before they reach your lips  20,000 Filter Traps in ViceroyParliament: The most impor...
Kent’s Micronite Filter traps tar      before they reach your lips     20,000 Filter Traps in Viceroy  Parliament: The mos...
Kent’s Micronite Filter traps tar      before they reach your lips     20,000 Filter Traps in Viceroy  Parliament: The mos...
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
Levels of sophisticaion in markets
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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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  • Transcript of "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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