TVCs work best to showcase emotions and have a wide reach. The option of saving is conservative and practical and talks of value, just like the thinker desires. We took a survey at the following link to first understand what type we belong to: Well, the VALS framework does exactly that!
Marketing and selling a product to a Thinker would involve taking her through the buying process by assisting her at each stage of information search and evaluation of choices, in such a manner that information is readily available at every stage. The resources in this case are not necessarily financial and could also mean the efforts put in or the energy levels of the individual.
The thinker looks for comfort, durability and value in the products she purchases, so services and warranties are crucial. The ads below illustrates this: Also since they are governed by ideals a high emphasis is placed on quality, and compliance to standards and rules.
It makes every parent and individual give a serious thought to the management of their wealth. Provide all the information about the features, attributes and benefits and educate her on the benefits of the features rather than the feature itself. The message of the ad resonates with this ideology of the thinker, as it talks about the importance of saving, regardless of the amount.
The father-son scene towards the end of the ad, is indicative of the concerns that a parent has for his child and how inculcating a savings mentality can go a long way in ensuring a secure future for the child.
VALS type of individual: So what kind of market strategy would work for a Striver? Primary Type- Striver, Secondary Type — Experiencer As is clear from the framework, a striver is one who stresses on Achievement but lacks resources compared to an Achiever.
This ad by Tanishq for affordable diamond jewellery targets a striver who wishes to own exquisite diamond jewellery and flaunt it. This value proposition is conveyed effectively through the ad.
Indeed for someone switching from a 2-wheeler to a 4-wheeler, buying such a product is an achievement, a way of showing others that he too can buy what those around him are buying.
The product could be anything from a can of juice to a television set or a car, but the strategy is the same. Why the ad works? In addition being someone who places a great emphasis on Achievement, it is imperative for a Striver that his achievements are valued by others and hence he seeks the approval of those around him and emulates the behavior of those that he perceives to be affluent and successful.
Another example could be light-weight jewellery, or American diamonds, which look just like their more expensive counterparts but are definitely more affordable and define success for the striver. She is conservative, practical and knowledgeable and has a high regard for institutions and authorities.
A thinker is motivated by ideals. In essence they are rationalists and not driven by emotions The best example in this regard could be for a savings scheme or a product that ensures health for the family.
Take a look at the following ad: She takes informed decisions after a thorough research on the product, its features and functionality. A case in point could be a Tata Nano. The value is high in terms of durability, practicality and consistency.4.
In the Type menu select iframe. Paste the video's URL in the File/URL field. 5.
Complete your thread. You may add t ex t bef ore or af t er t he v i deo. Start studying Assignment 4. Learn vocabulary, terms, and more with flashcards, games, and other study tools.
VALS ASSIGNMENT Eric Annis Essay Eric Annis Principles of Marketing VALS 75 POINTS SRI Consulting has created consumer VALS segments, a typology designed to categorize consumers and their preferences. Companies that market on the WEB or in retail stores can use this information to develop their appeals, strategies and promotions.
Oct 06, · Based on a specific set of psychological traits and key demographics that drive consumer behavior, the VALS framework often referred to as Values, Attitudes and Lifestyles, segments people into eight distinct types—or mindsets—namely: Innovators, Thinkers, Believers, Achievers, Strivers, Experiencers, Makers and Survivors.
VALS | The VALS Types Advanced Search • Welcome to VALS™ • The VALS™ Types • More about VALS™ • Program Brochures • VALS™ Survey • Survey Help / VALS™ FAQ • Publications The VALS™ Segments VALS™ places U.S. adult consumers into one of eight segments based on their responses to the VALS questionnaire.
Eric Annis Principles of Marketing VALS 75 POINTS SRI Consulting has created consumer VALS segments, a typology designed to categorize consumers and their preferences.Download