The document discusses consumer insights and how the iPad Air meets consumer needs. It examines two potential consumer insights: 1) current iPad users who want a lighter, thinner device without sacrificing power, and 2) potential tablet users looking for a device that is as mobile as a phone but as powerful as a laptop. The iPad Air meets the first insight by being lighter and thinner while maintaining or increasing performance. It meets the second insight by being the first true tablet that combines the functionality of a laptop and phone in a mobile form factor, though Apple's marketing instead focused on the lighter, more powerful message to target current customers.

1. ASSIGNMENT 1
“MARKETING ULTIMATE GOAL – SERVING THE NEEDS
CONSUMERS: MARKET AND CONSUMER UNDERSTANDING”
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PHAN PHƯỢNG TƯỜNG
OF

2. Question 1
WHAT IS CONSUMER NEED?
WHAT IS CONSUMER INSIGHT?
A consumer’s desire for a product category’s specific
benefit on a functional or emotional level during a
specific time or situation. ( source: Boundless )
Underline needs/wants of consumers where our brand can
play the role most effective.
Maslow defined 5 levels of what consumer needs
Factors of consumer insight
STARBUCK COFFEE CASE
The life revolves around only 2 places: home (stand for
peace) and company (stand for work) .
People seek for the space between home and office where
satisfies their need of communication and personal
enjoyment.
“I need a third place to go to relax and socialize, besides my
office or home.”

3. Question 2
HOW TO COME UP AN INSIGHT?
ASK YOURSELF
YOUR BUSINESS PROPLEM
INTERROGATE
YOUR TARGET CONSUMER
MAP IT OUT
THE FACT AND KEEP ASKING WHY
WORK OUT
WHAT’S THE MOST COMPELLING &
TRUTHFUL & PRESENT AN OPPORTUNITY
EXAMPLE
Dove’s real beauty
SKETCHES campaign
insight
WOMEN ARE ALWAYS
UNHAPPY WITH THEIR
APPEARANCE AND
UNDER-ESTIMATE
THEIR REAL BEAUTY.
+
BUT THEY DON’T
RECOGNIZE IT.
WHAT IS A
POWERFUL INSIGHT?
CALL TO ACTION
PRESENT AN
OPPORTUNITY
An
insight
CREDIBLE
A powerful
insight
INSPIRATION
CONVEY A GREAT
TRUTH
IMMEDIACY

4. Question 2
HOW TO COME UP THE INSIGHT OF “DOVE REAL BEAUTY’S CAMPAIGN OF SKETCHES”?
STEP 1
ASK YOURSELF
YOUR BUSINESS PROPLEM
Product Characteristic proplem: DOVE is just the same as
LUX (main competitor) at functional benefit & quality.
 Need a more emotional benefit differentiation, should
come from brand, not product.
SO WHAT MAKES THE CONSUMER LOVE YOUR BRAND?
SO WHAT IS THE MOST BRAND-RELATED CONCERN THAT TOUCH CONSUMER’S HEART?
STEP 2
INTERROGATE
STEP 3
MAP IT OUT
THE FACT AND KEEP ASKING WHY
Their definition of
beauty is biased
This finding had
been used already
by DOVE with Real
Beauty concept
Women are
not happy
with their
real beauty.
Why?
People never feel
happy with what they
own
Why?
Women always
under-estimate their
real beauty
YOUR TARGET CONSUMER
Dove brand stands for real beauty:
1. What they say about their perception of real beauty ?
 Fact: “I love to look like Angelina Jolie”
2. Why they say those things?
 Fact: Media affects them a lots, and women are
quite easy to trust others’ judge & standard.
3. What are their behavior to reach the beauty?
 Fact: They try to change their appearance to some
kind of standard (ex: plastic surgery)
4. Why those behavior happen?
 Fact: Women are not happy with their real beauty.
Why?
STEP 4
WORK OUT
WHAT’S THE MOST COMPELLING & TRUTHFUL & PRESENT AN OPPORTUNITY
WOMEN ARE ALWAYS UNHAPPY WITH THEIR APPEARANCE
AND UNDER-ESTIMATE THEIR REAL BEAUTY.
BUT THEY DON’T RECOGNIZE IT.

5. Question 3
Assumption 1: Target customers are iPad users
iPad AIR MEETS WHAT CONSUMER’S INSIGHT?
HOW iPad AIR MEETS THEIR FOUND CONSUMER’S INSIGHT?
“I’m an iPad user, and I’m happy with
iPad’s performance. However, I cannot
make use of the iPad’s value because of
its inconvenience (heavy & thick) which
cannot fit with ways I hold iPad (lying,
playing, going..) .
I understand that if the device is more
convenient (lighter & thinner), it will be
less powerful.
But I still want both.”
Product driver:
LIGHTER & THINNER, BUT EVEN MORE POWERFUL

6. Question 3
Assumption 2: Target customers are potential tablet users, class A, A+
iPAD AIR MEETS WHAT CONSUMER’S INSIGHT?
HOW iPAD AIR MEETS THEIR FOUND CONSUMER’S INSIGHT?
“
I’m a high-demand person &
always looking for the most
brilliant things.
I need a tablet that Easy to use & to
mobile likes a phone, even
Powerful & full of function likes a
laptop.
To me, tablet now has not met the
standard that a tablet should be.”
Product driver:
APPLE INVENTED THE PERCEPTION OF TABLET,
NOW APPLE INTRODUCES THEIR MOST BRILLIANT
INNOVATION: THE TABLET MEETS THE STANDARD.
(means all the tablet in the market, even the old version of iPad
are “beta versions” – now the true tablet was finally born – totally
meet the definition of mixing computer & phone, like a pencil, it’s
a brilliant human innovation –Till now, iPad Air started the era of
what call tablet)

7. Question 3
CONCLUSION
Understanding the root definition of a tablet (created by Apple) makes us find out a great truth:
IPAD AIR IS THE FIRST TRUE TABLET that meets the definition and the promise of tablet’s perception’s inventor: a
combination of a laptop & a phone. Even today, human can welcome the 1st basically true tablet – like a pencil, iPad Air is
a MILESTONE in modern human’s innovation.
BUT
According to iPad Air’s launching campaign, we can see they DO NOT communicate that message, base on the fact:
- The name of product is iPad Air, related to light, thin, fast – factors to complete the demand of consumer for a tablet.
- The TV ads & all campaign message consistently highlight the lightness, but more powerful.
THAT’S WHY iPad AIR’s DOMINENT COMSUMER ARE iPad's USERS (as assumption 1)
WHY THEY DON’T GET MASS AND STATE THAT THEY ARE THE 1ST TRUE TABLET EVER?
Because:
-The category of iPad still have other SKUs (iPad 2, new, iPad 4, mini,…) which are still growing & satisfying certain
demands.
- Easier to meet the available needs of available customers (80% of Apple’s consumption come from loyal customers) –
keep the strategically target customers.