2. Need states refer to the
combination of rational, emotional,
social, environmental and personal
triggers/influences that lead to the
purchase or choice of a brand or
product. In other words, need states
are the internal and external drivers
perceived by an individual as needs
in a specific context that lead to a
decision.
>> Example: Need states surrounding
the decision of buying beverage
BUYING
BEVERAGE
Who am I?
Young – Need
something
looking cool
How’s the
weather?
Hot- Need
something cold
to slake my thirst
How do I feel?
I feel exhausted
for two many
assignments –
Need to refresh
Where am I?
At school –
Somewhere with
air conditioner
please!
How much do I
have?
It’s month end – I
need something
cheap
What are
available?
There are coffee,
milk tea, coke – I
need to change
store?
NEED STATES
Now that we understand what need
states are, the next question is how
they are classified and what are their
order
Need states help marketers to
understand consumer behaviors
and decide the most proper
strategies for their brand
3. MASLOW HIERARCHY OF
NEED STATES IN THEORY
morality,
creativity,
spontaneity,
problem solving,
lack of prejudice,
acceptance of facts
self-esteem, confidence,
achievement, respect of
others, respect by others
friendship, family, sexual
intimacy
security of: body, employment,
resources, morality, the family,
health, property
breathing, food, water, sex, sleep,
homeostatsis, excretion
Self-actualization
Becoming everything that you are capable of
becoming
Esteem
Being valued and respected by
yourself and others
Love/belonging
Love, caring and affection to and
from others
Safety
Protection again risks and
dangers
Physiological
The physiological
needs
Maslow Hierarchy of Need
States is a psychological
representation of human needs
states, listed hierarchically on a
piramid. According to it, there
are 5 basic need states as
follows:
Deficiency/BasicneedsMetaneeds
>> People will focus their motivation
on higher levels of need states when
the lower one are satisfied
Must be met for proper bodily
function and survival of
human
If these level are not met,
people tend to feel tense and
anxious or even suffer from
some physical problems
People will strongly desire this
level only after all the level of
basic needs are met
*This is the 1943 model.
The later ones may
include further need
states: Transcendence
or Cognitive Needs
(Need to know and
Need to understand)
4. MASLOW HIERARCHY OF
NEED STATES IN REALITY
Self-actualization
Students attend Young Marketer Contest
to test as well as to enhance their
capability of marketing
Esteem
Customers choose to own Mercedes-
Benz as a statement about their life
achievements and ultimately to gain
respect from others
Love/belonging
People buy nokia cell phones
to talk, text and to keep in
touch with others
Safety
People need Andes
helmet to protect
themselves from
injuries in the possible
traffic accidents
Physiologi
cal
Customers eat
Hảo Hảo to satisfy
their hunger when
they are in a hurry
CORE
One specific brand satisfy one core need state. This goes
with their proposition and is the reason for which most of
their customers choose their product.
Example: On the left
EVOLUTION
This is the process of reaching for the higher level of Core
Need States as brands grow with time.
Example: La Vie move from the physiological – mineral
water for better health to esteem – mineral water for
young and fresh spirit
https://www.youtube.com/watch?v=MwD_QNDcz-Q
https://www.youtube.com/watch?v=_eDdbFI3cpA
EXTENSION
In fact, (actually in most of the cases) beside the core need
state, one brand can and tend to satisfy more than one need
states at the same time
Example: Trung Nguyên Coffee satisfies the following Need
States
- Physiological: Cofffe can serve as a drink to slake the thirst
- Safety: Drink coffee make people more concious
- Love/belonging: Have coffee with colleagues to enhance
social networks
- Esteem: Drink Trung Nguyên coffee to express the life status
- Self-actuaization: Trung Nguyên coffee helps evoke your
creativity
TEMPORARY
There are cases when brand break out of their core Need
States to focus on a higher one in a short period of time,
often in promotion campaigns.
Example: Gấu Đỏ – Gắn kết yêu thương -> Morality -> Self-
actualization
https://www.youtube.com/watch?v=-3uNXLfOndo
Core Need
States of Some
Brand on Maslow
Hierarchy of
Need States
5. NEED
WANT
>> Describe consumer state when they Need:
• I need something because it is NECESSARY for me TO
SURVIVE. Without that thing, it is a DEFICIENCY.
• My need may be very PHYSICAL like Food, Clothe
Or may be PHILOSOPHICAL like Safety, Self- esteem.
…Need usually come from Fear,
Hope or Belief
>> Is something MORE than Need
When I want
something, I wish
for it. I interest
more in it.
It is more specific.
Want depends on a
specific moment
because what I
want gives me a
specific experience.
.Because a want
reminds me of a
specific experience,
it is more
motivated.
Wants are
“unlimited”. An
unfulfilled want can
cause a more
emotional suffering.
UNDERSTANDING
CONSUMER
STATE
IN NEED & WANT
6. UNDERSTANDING
MARKET
THROUGH NEED & WANT
PRODUCT CATEGORYNEED
TOTAL MARKET
>> Consumer may buy a product category due to need
SPECIFIC BRANDWANT
>> Need defines the specific market and want defines the
psychographics customer segments.
>> Consumer may decide buy a product or service
because they need it. But they choose which
brand to buy, or company to buy from, based on
which one meets their wants.
>> Example:
CONSUMER NEED
Slaking
thirsty
Watching
time
Freedom
Champaign
cate.
Watch
cate.
Coffee
cate.
CONSUMER WANT
7. Secret need Habitual need Intuitive need Unanticipated need Unconscious need
Unspoken need Unknown need
Definition Needs that
consumers have in
their mind but they
don’t want to say it
out
Needs for solutions
come from habitual
problem of consumer.
Needs that consumer
have but they
cannot explain
rationally why they
have those needs.
Needs come from
problem but they
cannot describe
exactly what that
need is. Solutions
often come beyond
their expectation.
Needs come from
the process
perceiving the
surrounding life.
Do they
aware of that
need?
They aware of that
need.
They generally aware
of problems but they
often find solution as
other small solutions.
They have that need
deep inside they
don’t happen to
mention it.
They aware of that
need generally but
they cannot describe
exactly what that
need is.
They do not aware
but they still have it
deep inside.
Difficulty of
discovering
Medium Hardest
Innovation
level
Normal Slightly trendy Trendy Very Trendy Revolutionary
Example Vietnamese
consumer come to
Starbuck as they
want other people to
perceived them as
rich and high class
but they don’t want
to admit it.
Consumer ask for anti-
mosquitoes liquid so
that they are not
bitten by mosquitoes
in their house but their
actual problem is that
they don’t want
mosquitoes in their
house. Aware of that
need, we can offer
them the micro-wave
insect killer machine.
Consumers tend to
choose food
restaurants which
have red as the
theme color because
they feel food is more
tasty in those
restaurant but they
cannot explain why
so most food
restaurant will be
designed in red, i.e:
Pizza Hut, KFC,
McDonald...
The recent self-
cleaning jean: that
come from the
problem that they
feel tired of cleaning
their jean but
consumer never
expect of a self-
cleaning jean, it’s
beyond their
expectation.
People want to
capture moments
in their life in the
way that they can
keep. So the
camera was born.
8. BRAND
BENEFITS
Functional benefits Emotional benefits
• The features of product
• Address a customer’s basic
tangible needs.
• Often link to fairly basic
motivations
USP, RTB
• How one feels to use the
product or service
• Relate to the intangibles need
Brand purpose, brand
experience
BRAND BENEFIT
LADDER
Features and Attributes Functional benefit Functional benefit platform Emotional benefit Permission benefit
>> Features of a product are
just ingredients until they are
communicated to consumer.
Functional benefit relates to a
core feature of product which
is picked up be an USP.
>> More than one
core features are
communicated.They
may be product
innovations.
>> Functional benefits
drives what consumer
feel about your
product/ brand.
>> Permission benefit is
earned when TRUST is
strongly built to consumer
after time to time
experience
>> The features of product must connect to functional benefits. Those functional
benefits, in turn, must connect to and drive emotional benefits. Emotional benefit
must be built upon functional benefit.
9. >> EXAMPLE:
COMPUTER MARKET
Functional benefitsFeatures Emotional benefits “Owner” experience
Physical design
and
colors, state-of-
the-art software
and graphics
Professional tools for
better graphic designs,
ergonomic
Makes consume feel
like they belong to a
special cult of
creative people,
one-of-a-kind
Creative
Affordable, mass
Customized
Hardware
products
and accessories
Tailor-made to my
personal needs and
budget
Makes consumer feel
confident and secure
that they have the
right solution
For me
Reliable, durable
hardware,
powerful mobile
workstations with
customer support
Think pad model is for
every style and size of
business
Makes consumer feel
like they made the
most
professional choice
Confident
10. A choco pie is a snack cake consisting of two small
round layers of cake with marshmallow filling with
chocolate covering which make choco pie unique
attractive shape compared to other cake.
Functional benefit: Two chocolate ingredients can
makes us feel relaxed and happy: Phenylethylamine is
sometimes called “the love drug” and Serotonin, is a
mood-lifter. It tastes good and provides a moment’s
respite from busy, and often stressed-out, lives.
Emotional benefit: Orion’s choco pie creates more
fun and makes healthier and happier tomorrows.
THANK YOU
