VALS framework is guideline for companies to understand and differentiate customers.

1. VALS
Presented by -
Utkarsh
Veni
Shwetal

2. INTRODUCTION
VALS: Psychographic type of market segmentation
Marketing mix
VALS : values, attitudes, lifestyle leading to buyer response
Buyer black box Buyer response

4. Actualizers
 Abundant resources and search for updated products
 change leaders, receptive to new ideas and technologies
 tastes for upscale, niche products and services
 Select products which are premium in class and reflects their persona.
 Cluwak: Rarest hence costliest coffee in the world.
 Rare in its category, unique, status quo

5.  These consumers are the high-resource group
 Motivated by ideals.
 They are mature, responsible, well-educated professionals
 They have high incomes but are practical consumers and rational decision makers.
Fulfillers
E.g.
Nescafe espresso
Old, classic, intense, rich

6.  Believers Like Thinkers,
 motivated by ideals.
 They are conservative, conventional
 They follow established routines.
 As consumers, Believers are predictable
Believers
e.g Bru Instant
Conventional
Easily available
Low resources, part of most of
routines

7. ACHIEVERS
Achievers have goal-oriented lifestyles and a deep
commitment to career and family. Their social lives
reflect this focus and are structured around family,
their place of worship, and work
Smooth roast coffee aroma, with lightly floral edge.

8. Strivers are trendy and fun loving. Because they are
motivated by achievement, Strivers are concerned about
the opinions and approval of others. They favor stylish
products that emulate the purchases of people with greater
material wealth. Many Strivers see themselves as having a
job rather than a career, and a lack of skills and focus often
prevents them from moving ahead.
Strivers
Ccd
“champions are not born they are baked”
“more coffee more conversation”

9. Strugglers
Survivors have limited interests and activities with prime concerns
are safety and security. They are conservative and traditional and
trust advertising, watch TV often, read tabloids and women’s
magazines.
BRU Roast & Ground
Make those moments of happiness even more special with BRU's
carefully selected and freshly roasted coffee beans that offer a great
cup of aromatic filter coffee.

10. Experiencers
• Experiencers are motivated by self-expression. Young,
enthusiastic and impulsive consumers. They quickly
become enthusiastic about new possibilities but are
equally quick to cool down.
• Like the new, offbeat and risky but admire wealth, power
and fame, follow fashion and fads.
Starbucks Kenya
Big and juicy with complex layers of black currant, fresh blackberry and even tart
grapefruit. It's a refreshing, delicious cup like no other. Kenya has a sparkling
crispness that makes it refreshing to drink—especially with ice.

11. Makers
• Makers are motivated by self- expression. They express
themselves and experience the world by working on it—building a
house, raising children, fixing a car. Makers are practical people
who value self-sufficiency. They live within a traditional context of
family.
• They are unimpressed by material possessions other than those
with a practical use because they prefer value to luxury, they buy
basic products.
Nescafe Cappuccino:
Frothy and fabulous, when you want an indulge-treat coffee shop
creaminess in your kitchen.