Young Marketers Elite 2013 - Assignment1.1 - VanCuong
"Consumer Need - is a consumer’s desire for a product
category’s specific benefit on a functional or
emotional level during a specific time or situation ."
Presents an opportunity
"Consumer Insight - is a discovery about the deep thoughts &
feelings of target consumer that motivate/affect their behaviors.
(also establishes a link between a brand & a consumer which demonstrates that the brand understands the consumer)."
Drill down from business
makes people go:
Dedicated research &
Marketing strategy review
to find out facts.
“Oh, it’s me!”
“I feel a need to change
“I got ideas from this!”
Go down 1 more level +
Apply knowledge &
A lot of times, people don’t know
what they want, until you show it
– Steve Jobs
Buy OMO Matic – no need to prewash
“I’m tired of treating the clothes by hands first to make sure
the washing machine can clean better afterwards”
“I believe clothes washed by machine
can not be as clean as washed by hand”
People who had iPad 2 mostly don’t change to iPad 3 or iPad 4
(cause the innovation is not “wow” enough to turn into buying behavior)
Apple stop to produce iPad 4 (which is really identical with iPad 3 no wow factors)
but keep iPad 2 alive dig in deeper the difference between iPad 2 and iPad Air
(the reason is revealed in the Insight part next slide!)
iPad Air is totally overpowered others iPad (thinner, finer, 5-8
times more powerful)
Consumers who already owned iPad 2 (or 3).
A portable device between Laptop & Smartphone (more efficient
than smartphone and more mobile than laptop
With some additional claims (how innovate it is-functional, how inspirational it
can be-emotional), by Apple, need is enough to motivate new consumers to
purchase for the iPad Air
Buy iPad Air – a total innovation
“Seeing the enormous difference between iPad Air and
mine (design, sizes, power…) make me feel so behind the times,
and my iPad is no longer live up to my demand.
“I believe my iPad is still good (efficient/up-todate/fashionable) enough, no need to switch to
the newer (but not so innovative) one”