VALS Presented by -

Utkarsh

Veni

Shwetal

INTRODUCTION

VALS: Psychographic type of market segmentation

Marketing mix

VALS : values, attitudes, lifestyle leading to buyer response

Buyer black box Buyer response

Actualizers Abundant resources and search for updated products change leaders, receptive to new ideas and technologies tastes for upscale, niche products and services Select products which are premium in class and reflects their persona. Cluwak: Rarest hence costliest coffee in the world. Rare in its category, unique, status quo

These consumers are the high-resource group Motivated by ideals. They are mature, responsible, well-educated professionals They have high incomes but are practical consumers and rational decision makers.

Fulfillers

E.g.Nescafe espresso Old, classic, intense, rich

Believers Like Thinkers, motivated by ideals. They are conservative, conventional They follow established routines. As consumers, Believers are predictable

Believers

e.g Bru InstantConventional Easily available Low resources, part of most of routines

ACHIEVERS

Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work

Smooth roast coffee aroma, with lightly floral edge.

Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.

Strivers

Ccd“champions are not born they are baked”

“more coffee more conversation”

Strugglers

Survivors have limited interests and activities with prime concerns are safety and security. They are conservative and traditional and trust advertising, watch TV often, read tabloids and women’s magazines.

BRU Roast & GroundMake those moments of happiness even more special with BRU's carefully selected and freshly roasted coffee beans that offer a great cup of aromatic filter coffee.

Experiencers

• Experiencers are motivated by self-expression. Young, enthusiastic and impulsive consumers. They quickly become enthusiastic about new possibilities but are equally quick to cool down. • Like the new, offbeat and risky but admire wealth, power and fame, follow fashion and fads.

Starbucks KenyaBig and juicy with complex layers of black currant, fresh blackberry and even tart grapefruit. It's a refreshing, delicious cup like no other. Kenya has a sparkling crispness that makes it refreshing to drink—especially with ice.

Makers• Makers are motivated by self- expression. They express

themselves and experience the world by working on it—building a house, raising children, fixing a car. Makers are practical people who value self-sufficiency. They live within a traditional context of family.• They are unimpressed by material possessions other

than those with a practical use because they prefer value to luxury, they buy basic products.

Nescafe Cappuccino:Frothy and fabulous, when you want an indulge-treat coffee shop creaminess in your kitchen.