Surf used this consumer insight to create a marketing mix focusing onthe message that the product is
“singgaling, pero ‘di singmahal.”
To negate the perception that buying a cheaper bar makes you“cheap,” Surf played up the idea that buying Surf makes you
- making target consumers feel really good and proud of themselves.Housewives can relate and personally connect with the ad’s leadingcharacter, Lumen, who’s adored by her husband and kids, and evenadmired by her critical mother-in-law.What’s happening to Lumen is what they would want for themselves.BARRY FEIG: “Our wants are great motivators.”
15 HOT BUTTONS TO PUSH
1. The Desire for Controlhaving control means having power over one’s destiny or the destinyof loved ones -
mobile phones, mini offices in the home.
2. Revaluingbaby boomers, in their 40s and 50s, are taking stock of their lives -products that are familiar and comforting but with a new twist
that enhance their perception of a better lifestyle,such as
3. The Excitement of Discoveryuncovering the unexpected; “discover” points can be a simple asgiving a product a new benefit the competitor hasn’t thought of yet oradding an extra unit of the product. For instance,
Avon’s Skin So Soft
was found to be effective at repelling bugs.4. I’m Better than Youprestige or status seeking is a dynamic part of our lives -
e.g., gold credit cards, expensive luxury cars.
5. Family Valuesone of the strongest consumer motivations; a Gallup poll asked, “If youwere offered a slice of cake to share with anyone in the world, whowould you choose?” The answer most given was “my husband/wife.”6. Need for Belonging