Good case for segmenting audience

Aqualisa brand also had range of solutions available

Clear sense of segmentation

If someone comes out of a grudge to buy, you know their painpoint is different

Renovation needs means they come with an open mind

What each segment is and why they are buying

Target through offer design, price points, channels of distribution communicating

Motivation
Need is the distance between your actual and desired state

If there is a gap where you ideally like to be at the desired state but are at actual then there’s a need

Kotler says Need is a state of felt deprivation

But there are instances where sometimes its not consciously felt or recognized

Felt deprivation leads to tension

Tension gives the energy or the drive to move towards a goal

You may be mindful of the goal you’re after but not the process before

Colgate comes to schools to capture future market

They go to rural areas. Objective is market development.

They explain that the oral issues that people are having there should not exist.

Then they educate about brushing teeth so they can remain away from oral issues

This market has options but they don’t take any because they think there’s no need to brush teeth. They
use alternatives

In this market they go to educate and activate the latent need.

Drive = motivation

Motivation is the drive that propels you to the goal

You need to understand where motivation is coming from and where is it leading to
Tension will sometimes be felt, sometimes not felt, sometimes strong, sometimes weak

If tension is not strongly felt tou ap jee saktay hain so motivational drive will be either low or not there

Marketer would have to increase not felt to felt or felt to strongly felt

The other ambition of the marketer will be to make this goal brand specific

They want to position your brand as the ultimate solution to the need gap

When the brand gets attached to the goal so phenomenally that you have a monopoly

Drive can be positive or negative

Positive drive takes you towards your goal - approach

Negative makes you avoid the goal

Needs can be intrinsic or extrinsic, innate or acquired

Motivational Conflicts

1) Approach-Avoid
2) Approach-Approach: Less space in room, would like both sofa and bed but both can’t come so
sofa cum bed. Equally attractive to both
3) Avoid-Avoid: PIA and Air Blue, both bad options that you want to avoid but have to take one

20-09-22
Express ad fahad Mustafa – same efficacy at a lower price

May make your market think twice about Ariel. Express added the avoid aspect.

In Pakistan, if there’s any brand that’s really popular and you use it in your own ad then it increases top
of mind recall for that brand at the cost of you.

Approach drive – for toothpaste brand whiter teeth

Avoid drive – bad breath

Needs are never fully satisfied. They evolve

If consumers see something not meeting their expectation, they blame the brand for non-performance
not thinking if their expectation was outrageous.

When you fail from a goal, you look for a substitute goal. Express was trying to become a substitute
object.

When you fail, you deploy defense mechanism.

What does an advertiser do when consumers will always do blame projection on the brand which hurts
the brand like writing reviews on social media

So advertiser needs to be preemptive of all the possibilities of what could come up and then you
communicate

Meter in a pack of toothpaste. You give them a usage – brush your teeth for 15 days and then see the
progress according to the meter.

You make recommendations, you explain frequency of usage, you tell them to measure, you educate
them that its going to be a gradual movement.

This means brand will avoid the blame, you’re building a constant usage and thus driving your revenues

Now they can’t write reviews cuz they will be forced to reflect within

Somethings will still be beyond the marketer but you deal with it, you don’t run away from the situation.

Customers word is more trusted than brand.

You own the problem, turn it in your favour and brand comes up on top.

Laddering
Feature – functional benefit – emotional benefit – end value state

Funky colours ------ fashionable -------- looking up to me ---- self esteem

Feature/attribute –functional ------------ emotional

MECCA

Means ends conceptualization of the components of the advertising strategy – MECCAS

This entire model and all elements get mapped into a communication strategy

Self respect

Self fulfillment

Security

Belongingness

Excitement

Fun enjoyment

Well respected
Warm relationships with others

Functional attribute - message element - ingredient

Functional benefit – consumer benefit – whiter teeth

Emotional benefit – leverage point – confident smile

EVS – driving force – self esteem

Entire thing is called executional framework

The theme seems to be about dancing and very joyous at the background

But the person seems anxious and tensed, not joyous

The ambiance is of a studio with lights that are pointed on stage

Bullied messages are whats making him so anxious

Background text also shows an aspiration

Mirror with colgate placed

Locker room behind

Messages stay on screen till colgate is provided as solution

Clothes of person change into bright white after using colgate

Brighter environment in the end inducing a sense of joy together with other people

Ending tail of Colgate product shot of Ao refresh karein, smile and get started

He practiced

Colgate executional style fantasy ad

Transition of emotion

Transition of personal space to being together

Transition of indoor to outdoor

Transition from being dark to happy light bright

Hashtag means social media users

TG – modern, connected to today’s kind of media, SEC A, hip hop, metropolitan,

Ingredient – minty cooling crystals – message element

Feeling refreshed – consumer benefit

Iraadon ki taazgi – leverage point

Self esteem – driving force

Highest point of ladder is terminal and final, everything below is behavioural

You are not divorced of the collectivist culture that embeds us even when scene shows alone person by
voice over saying 100 nazrain tou 100 batein, also shows that the person cares about what others think

3 types of ways that celebrities are used in ads

Celebrity endorsement

Celebrity becomes spokesperson – ayeza khan in harpic represented the brand voice of it

Celebrity as models – fahad Mustafa in colgate

Extra class
iPhone ringtone in cheap phone – Daydreaming

Frustrated fashionistas – plus sized women who feel they don’t have enough options in ready to buy
clothes, whole paper demanding to become a mainstream part of the market

Personality
Positioning is always relative to competition. Being able to occupy a unique space in the minds of your
target group. Park your brand in the target customer’s mind in a unique position so that they know why
your brand is there.

We tend to observe behavior and use that instance to label people. This is not personality just
situational context. Personality is enduring, over longer periods of time.

Id personality – you want what you want now. All about me. Want self

Super ego personality – All about others. Should personality

Product Category: Chocolate powder pudding mix where essentially as a user all you need to do is add
milk and cook and it makes pudding.

3 visuals – same product gets positioned for ego, superego and ID

4-10-2022
Demography, psychographic, behavioral

Need to know what are the different segmenting variables that guide how you define a target group

Neo-Freudian

Because you want to belong, your personality type will be driven by this fear of being isolated. Feeling of
inferiority, system of reward and punishment where you want to belong. Basic premise social
relationships

Social worlds – family, friends, professional circle

If we focus on just family, there are multiple social worlds within that. Mother-son, mother-daughter,
sibling-sibling, husband-wife, grandparent-grandchild,

There is a lot of compliance that is expected and motivates consumption

Compliant personality wants to do everything to fit it – followers, following norms, recognizing and
internalizing and actively following, seek validation from others, follow opinion, their agency is in
subscribing to meanings

Aggressive personality wants to stand out – become opinion leaders, trailblazers, you want to become
the one who validates others, they want to lead, drive opinion, give meanings to symbols, consumption
objects

Detached personality – they will not wear long shirts because they are in fashion, they won’t wear fancy
to stand out, they will wear whatever, they are making sense of meanings, their power or agency is that
they don’t have to agree to the world’s definition of objects, possessions will not define extended self

Actual self – who you truly are

Social self – how the world sees you

Ideal self – how you would like the world to see you, who you want to become

Ought to self – who you should be because of a particular role

Extended self – where I see possessions as part of me, some of us have to wear glasses and we are
particular in choosing our glasses so high involvement decision, keep wearing and taking off, how will it
look on you,

This is where brands need to break the journey from actual and desired self into multiple expected selfs
Cereal – offering a solution for people who are watching weight or looking to lose weight

Special K makes a promise when it positions itself, you consume 2 meals for 2 weeks and you will lose 6
pounds or 1 jeans size

Making the promise after prescribing a consumption routine

It guards them against any potential blame and driving consumption and sales

If someone is serious, they will have to get into a serious consumption pattern which will drive sales

No one can have the same thing for 2 weeks, so this gives brand the option to give different product
offerings so your boredom doesn’t make you lose the drive

Brand innovates, drives consumption, becomes so uniquely positioned in their mind

Guest Speaker - Oraan

Financial inclusion – 21%
Women – 7%

Economic growth will be hampered if numbers don’t improve

If people can’t access bank accounts, how are people banking, saving etc.

We did a research across Pakistan, segmented

Tier 3-4 rural

Tier 2 peri urban

Tier 1 urban – KLI Faisalabad

Government focused on Tier 3 and 4

Banking institutions are focused on Tier 1 and 2

Banking industry is most profitable but only caters to 5%

Started with 95% of Tier 1 and Tier 2

Do you take credit, do you have bank accounts, do you use committees, what do you want out of your
life goals – survey questions

2000 people, only 10% have access to bank accounts in 2018

41% of the audience did committees

5 billion dollars on an annual basis in cash transactions are in committees

Understand the customers – who are they, what is their age and gender, socioeconomic class of these
people A B C D, what are their goals in life, what are their pains when it comes to financial services, what
would they want out of financial services, what is their digital literacy, financial literacy, how do they
behave in their day to day life

Spending time with a subset of 200 people across KLI and just trying to ans these questions

Day to day life – how do they behave, what are the brands they interact with, which shows, which food,
which apps, which cars, which areas living, what banking apps, what kind of family structure do they
have,

Within committee, why are they doing committees and how are they doing bookkeeping

Committee is an informal bank – a person leading the bank and that person does bookkeeping

First customer profile – hustler shakoor

Multiple jobs, not a chief wage earner, 25-30 years old, she wont have agency of her finances

Found multiple personas who could fit in this category

Second customer profile – working mom warda

Similar but digital literacy was a lot higher

Patterns of behaviour that could club them into one persona and then differentiators that would make
them differ

Important to have multiple personas but not more than 5 because you cant cater to everybody

Understand that what is the pain point from a business perspective of the first 300 people

Should not focus on the growth right off the bat

Start off with solving a very niche problem

These 300 helped in 10x growth to reach 3000

Continued to heavily focus on the top people so we can continue listening to them, understanding
behaviour and build on top of that

What is the price point – what is the price they are willing to pay and why are they willing to pay it

This helps identify – are they paying for time or convenience

Be as on ground as possible – no short cut to understanding the customer

Better you understand customer, better your product, better your distribution, better your business

Marketing of product

Where are these people found – digitally, in communities, on ground etc

Women are not good buyers from digital ads

They want a completely different distribution

Common across the people – financial literacy was low

Distribution – going in communities, partnering with schools etc.

Building brand equity by doing seminars, workshops

Change of customer behaviour wont happen if you introduce a completely new product

You have to optimize your efficiency in their day to day life

Paid ads will get you a lot more masses but never loyal customers

What will motivate the customer to continue buying

Distribution is difficult to figure out – your go to market is very important

Why would somebody take our product as opposed to a physical committee, neighbourhood aunty

We realized from the personas that agency over finances was missing

Had to replicate trust, tough challenge

Trust is built through communities, transparency

Social listening, this is what you want to do with customers