Assignment 2,1

1. YOUNG MARKETERS ELITE PROGRAM – SEASON 3
[Assignment 2.1]
Ngọc Khánh + Thanh Vy + Minh Quang

2. - Need states can be used to find out the reasons around the purchase of consumer
- Each need state discovery process can be used to identify unmet needs, new need markets, and new offerings to satisfy some latent or
unfulfilled needs.
- Need states are context-dependent need.
- In the difference way, need states are the intersection between what customers want and how they want it
Need states
What is need states?
Need states can be…
How
What
Cooking enthusiast Variety seeker Simplicity seeker Convenience
seeker
Price-sensitive
cook
Devoted
nutritionist
Individual Challenge to prepare Satisfies cravings Inexpensive Healthy
Individual on
the go
Quick and easy
Group fuel
Family ritual Challenge to
prepare
Everyone enjoy it
- Enjoy demanding preparation
- Want to try something new
- Have a craving for it
- Has the right level of spice
- Make the meal complete
- Does not cost a lot
- Can be shared with other
- Want to feel like a smart provide
- Know family will enjoy it
- Want to make household happy
- Others request it
- Quick to prepare
- Can make it in the microwave
- Quick to clean up
- Easy to eat on the run
- Healthier than other processed foods
- Good source of nutrients
- Less fattening than other processed foods
Process food
example

3. People have a lot of need, want and desire depending on the context. But in the
simple way, it is divided into 5 types: Physiological needs, Safety needs, Love and
belonging, Esteem, Self-actualization – 5 level of Maslow hierarchy of needs
Rule of Maslow's hierarchy of needs: These needs exist in a hierarchical order
- Lower-level needs must be met before higher-level needs
- A once a need is satisfied, it is no longer a motivator because an individual will
take action only to satisfied unmet needs
Unlike lower level need, Self-actualization need is never fully satisfied, as one grows
psychologically there are always new opportunities to continue grow
Example: Harley Davidson – Freedom (satisfy express my self need)
Once a person feels a sence of "belonging", the need to feel important arises. esteem needs
may be classsigied as internal (self respect) or external (social status and recognition)
Example: Romano – Playful (satisfy self-esteem, confidence need)
Social needs, also called love and belonging. Social needs are important to humans so that
they do not feel alone, isolated and depressed
Example: Fami – Nhà là nơi (satisfy family need)
Once physiological needs are meet, one’s attention turns to safety in order to be free from the
threat of physical and emotional harm
Example: VinEco - Clean fruits and vegetables (satisfy food and health need)
Physiological needs are those needs required for human survival.
Example: Kymdan - Healthcare from the sleep (satisfy sleep need)
Maslow’s hierarchy need – The motivation of need
Why is that important?
In marketing, Maslow needs
used to define in an category,
the consumer’s need are at
any level and then, marketers
will find the closet higher need
than current level of consumer
to meet their need
– FIRST MOVER ADVANTAGE

4. Need
Want
Desire/
Dream
The need towards a specific product which normally not necessary
rather than a wish and is shaped by the culture or society.
Eg: Eating Rice, Cake, Noodle, Sandwich…
Basic human’s requirement for living and surviving.
Eg: Eating (Hungry)
The burning wish that motivates the
consumer to act constantly to
achieve (pull by emotional factors).
Eg: Eating Shusi on the top of luxury
hotel
The very start of understanding the consumer.
Demand
The consumer's willingness (choice of
approaching ability) to pay a price for a
specific product to satisfy its need.
(Depend on finance, time, information)
Eg: Eating bread, corn (low price)
So, what does a Brand satisfy? Need or Want?
Where Brand
plays the role

5. 1.Need recognition
2.Information search
3.Evaluation of Alternatives
4.Purchase
5.Post-purchase
Satisfy need then
move to the
seoncd stage
Brand appears and is very important
Application for Marketer: Market Research to Identify needs wants and demands
 Offer products to satisfy either needs wants or demands (and differentiate).
A product can be differentiated on the basis of whether it satisfies a customers needs, wants or demands.
Customer Decision Process
A brand must satisfy both need and want!
Nowadays, even that job is the must. Brand must also satisfy Demand and Desire to differentiate
(as all other Brands in the market can already do that job) .

6. NEED CLASIFICATION
TYPE OF NEED DEFINITION EXAMPLE
SECRET NEED The need consumers already have and be aware
but hide from others (don’t want others to
know)
Increase the feeling when using condom, Having
sex when going to a spa
HABITUAL NEED The usual or typical need of consumer
(everyday, most frequent)
Eat, Drink, Travel
INTUITIVE NEED The need has the root from feelings rather than
by considering the facts
Using premium product to express self level
(clothes, watch, smartphone, car…)
UNANTICIPATED
NEED
The need that the consumers have not
expected, predicted or anticipated
Need for new innovation solving the problem that
the general consumers don’t think it can be or
need to be solved like Tablet, Interactive TV…
UNCONSCIOUS
NEED
The need which is already existed or happened
without (consumer) realizing or being aware of;
not deliberate or cannot use rationale to control
Eating in a restaurant/ Purchasing a product in the
store or staying in a hotel which has sexy staff

7. Known to
consumers
Unknown
to consumers
Rational
(Functional)
Emotional
(Irrational)
When Making Decision
WhenFacingtheBrand Habitual Need
Unanticipated
Need
Secret Need
Intuitive Need
Unconscious
Need
- Consider advertising
message (focus on
functional or emotional)
- Decide how much resources
should spend on to raise
awareness
- Choose the right channel
(direct or indirect)
- Design the sales process
(attract and close sales:
long or short, push or pull
The Need OXY (Coordinate System)
The model is self brainstormed and organized by the team
Why Marketers need to
classify the need?

8. UNMET NEED/untapped need: need that is not yet satisfied
Ex: people enjoy eating instant noodle but they worry about noodle
was dried in oil that had been used several times before => a need
of “healthier noodle” => undried noodle appears
CONSUMER INSIGHT “Seeing below the surface”
One of those needs above can be unmet need of consumer.
So, what is it and why does it matter?
An insight is actually something that everyone already knows and typically
an unmet need that can be addressed in a new or better way that awake
consumer’s heart and mind; where our brand can play the role most effective.

9. That why a brand should satisfy and show off both functional and emotional benefits to the consumer:
Consumers make buying decisions emotionally, and then look for functional
reasons to rationalize that emotional decision
During decision process… HOW CONSUMER DECIDE TO CHOOSE WHICH BRAND?
Brand Insight Feature Functional benefits Emotional benefit Brand Experience
Extended hours, Fast
service, Many
locations
Comfortable seats,
wifi, music
Efficiency,
Convenience to
home/work
Personal control,
More freedom
My 3th place to
home/work
Affordable, mass
customized
hardware product
Tailor-made to
personal need
Make me feel
confident and
secure cause I have
the right decision
For me
Connection rule: the left must connect and drive the right
Base on Crucial emotion driverAmong a lot of benefits the brand can deliver, how to choose what make consumer feel?
Functional benefits
are based on a product attribute that provides
the customer with functional utility, support to
position to competitor
Emotional benefits
“feel-good” when they purchase or use a
particular brand, link from self-expressive:
image of him/her
Each person
has his own
specification
for computer
In this busy world, it’s
great to have a “refuge”.
People need a “3rd
place” when they want
relaxation n’ comfortable

10. Western countries – Woman is considered a sign of weakness, even unluckiness, especially in days of periods, and women
have grown to accept that.
2. Maslow’s hierarchy need
Emotional benefit: it’s good to be a girl
Need: solve a problem of the girl on the red day
Functional benefit: product that ensures the safety during the red period
Perceiving the days of period is a revolution of femininity celebration.
I am not happy as being a girl, especially on the red days I feel being a girl is really a burden
6. Benefit
EXAMPLE
1. Need states:
Physiological Safety Love/belonging Esteem Self-actualization
Diana siêu thấm
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Làm điều mình yêu
bit.ly/1UySS8b
Là con gái thật tuyệt
bit.ly/1PLJ8pT
Diana night siêu bảo vệ
bit.ly/1kOGQv1
Dạ hội con gái
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3. Need and Want
Want: a pad, tampon Desire: the pride of being a woman
4. Unmet need:
5. Consumer Insight:

11. - Ngọc Khánh + Thanh Vy + Minh Quang -