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.

2. The Missing Link
in MindValley Marketing

3. The Customer Mind

4. The Customer Mind
Avatar

5. The Customer Mind
Avatar
Core Identity

6. The Customer Mind
Avatar
Awareness State
Core Identity

7. The Customer Mind
Avatar
Awareness State
Core Identity

8. The Customer Mind
Avatar
Awareness State
Core Identity

9. Market Sophistication
• First in Market : Easy!
• Second Place
• Third Place
• Fourth Stage
• Fifth Stage : Uh oh

10. First Level
• Be simple, direct.
• Name need or claim.
• “Now Lose Ugly Fat”

13. 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”

16. 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

17. Third Stage
• “First wonder drug for losing weight”
• “Deep Meditation in Minutes Using
Patented Sound Technology”

18. 2nd vs 3rd Stage
• 2nd Stage : Claim is in Headline.
Feature is in Subhead.
• 3rd Stage : Feature is in headline.
Claim is in Subhead.

19. I am 61 pounds lighter...never
a hungry moment
Read the Astonishing story of the New
York Food Expert with the Famous
Eat-and-Reduce plan

20. Floats Fat Right out of Your
Body
Released for the first time, this
amazing scientific discovery that melts
up to 37 lbs...with no need to give up
the foods you love

26. 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...

36. 5th Stage
• Market is jaded.
• Awareness shifts from mechanism to
identification with prospect
• Motivation research becomes
important (Culture Code)

38. I’d walk a mile for a Camel

39. I’d walk a mile for a Camel
Light up a Lucky and you won’t miss the
sweets that make you fat

40. I’d walk a mile for a Camel
Light up a Lucky and you won’t miss the
sweets that make you fat
Pall Mall’s Greater length cigarettes
smoke further

41. I’d walk a mile for a Camel
Light up a Lucky and you won’t miss the
sweets that make you fat
Pall Mall’s Greater length cigarettes
smoke further
Chesterfield: Regular and King sized TOO!

42. I’d walk a mile for a Camel
Light up a Lucky and you won’t miss the
sweets that make you fat
Pall Mall’s Greater length cigarettes
smoke further
Chesterfield: Regular and King sized TOO!
Marlboro Virile Men Ads

43. “Blow Some My Way”

48. After the 5th Stage..
• New Markets open up
• Filtered Cigarettes
• And the cycle repeats itself

50. Kent’s Micronite Filter traps tar
before they reach your lips

51. Kent’s Micronite Filter traps tar
before they reach your lips
20,000 Filter Traps in Viceroy

52. 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.

53. 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

54. 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
Winston tastes good like a cigarette should.