This document discusses marketing and understanding consumers. It provides definitions of consumer needs as basic human requirements and desires for specific product benefits. An example is given of teenage boys needing brands that support their lifestyles in extreme sports and video games. Consumer insights are described as fresh understandings about consumer beliefs, values, and emotions that can provide competitive advantages. Methods for developing insights include digging deep to find fundamental truths and asking why. Strong insights are ones that express a WOW fundamental truth that a brand can uniquely meet. Examples are given for Mountain Dew and iPad Air.

2. topic
MARKETING ULTIMATE GOAL – SERVING THE NEEDS OF
CONSUMERS: MARKET AND CONSUMER
UNDERSTANDING
bui thi trung hieu (ms.)
phan thi thao nghi (ms.)
date of issuing 2013

3. CONSUMER NEED
HOW TO GET CONSUMER INSIGHT
HOW TO RECOGNIZE A STRONG INSIGHT
IPAD AIR
AGENDA
CONSUMER INSIGHT

4. CONSUMER NEED
example
Needs are the basic human requirements.
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.
Teenage boys were becoming enamored with extreme sports and
video games and were looking for brands in apparel, beverages, and
other things that supported and complimented that lifestyle.
= They need brands that support and compliment their lifestyles.

5. CONSUMER INSIGHT
A consumer insight is a fresh understanding, but not
obvious, about consumer beliefs, values, habits,
desires, motives, emotions and needs, that can be
translated into competitive advantage.
example
mohambir sawhney
A fact
Children oftens get dirty.
Insight
Moms are concerned whether their kids grow up well if they don’t let
them get dirty.

6. How to get consumer insight
WOW fundamental truth + asking WHY
Dig deep until your brand can meet it the best
strong insight
WOW fundamental truth
your brand can meet the best
deep enough

7. example
example
Mountain Dew
Fundamental truth:
Teenage boys were becoming enamored with
extreme sports and video games.
Why? Because it makes them look cool and
modern.
Insight: They want brands that supported and
complimented that lifestyle.

8. Ipad air
Consumer insight:
Everyone desires to create something, to be a
creator but in a simplest and convenient way.
It make them feel powerful and one step
closer to God.
How ipad meets that
Ipad Air is a leading powerful tool to create
things simply and conveniently.