PERSONALISATION AND RK Renin Singh, PhD

Assistant Professor, Marketing

STORYTELLING- IMC PERSPECTIVE Shanti Business School,
SESSION14 Ahmedabad
CUSTOMER NEEDS
Cyclical – Purchase basmati rice every month

Created – I do not purchase Shoes (Promotion)

Expressed- Do you sell inverter batteries?

Aware Unexpressed- Company aware of things I will buy before me.

CYCLICAL NEEDS
Traditional

Understand what a customer purchases regularly

My product should be in the customer’s evoked set with clear differentiation.

Personalisation

What you consume, when you consume, when you need a refill?

Offers/ Personalized content right before you are ready to buy.

CREATED NEEDS
Traditional

I need to create desire for certain products.

Personalisation

What you consume, what you like, what you talk about, what you look forward to.

What you could desire, easy for you to buy it.

EXPRESSED NEEDS
Traditional

Call me. Come to my store, Tell me what you want

Personalisation

Searched a product, service, query, complaint.

What you need and make it available to you in shortest time

AWARE UNEXPRESSED NEEDS
Traditional

No idea what you are talking about!

Current

I need to know when you are going to need stuff.

Where you are, what you usually buy there, what time is it, what you usually buy at this time,
where you’re going, what do you purchase when you go to that place?
REACHING THE CONSUMERS

Data or Analytics will only provide information about the consumer.

Personalization requires not just providing information in a personal way, but also it

will be not be effective unless there is engagement/ connect with the consumer.
STORYTELLING
THE STORY
The Hero/ Heroes

The Conflict (Villain, Big Obstactle)

Sugar & Spice (Happiness, Grief, Surprise, Humour, Romance, Love, Sex,
Courage, Fear, Hatred, Anger, Violence)

The Resolution
WHAT STORY CAN BE
SHARED?
Employees’ story
CEO’s story
Founding of the company
Milestones: Success and Crises
Product stories
Customer
Opinion leaders