VALS is a model that segments the population into groups based on their values, lifestyles, and benefits. It identifies eight segments - Experiencers, Achievers, Fulfillers, and Actualizers (high resource groups) and Makers, Strivers, and Believers (low resource groups). The document then provides descriptions of each segment's motivations, interests, and purchasing preferences to help marketers understand their target audiences and develop effective promotion and communication strategies.

2. What is VALS?
• Value and Lifestyle model (VALS)
• Developed by Arnold Mitchell
• Definition:
Research oriented service undertaken to understand the relevant shifts in
benefits, values and lifestyles of psychographic segments of the
population
 In simpler words, how values, lifestyle and benefits change from individual
to individual and how it affects the marketers.

4. HIGH RESOURCE GROUP

5. Experiencers :
• Motivated by self-expression, high resources
• Appreciate the unconventional
• They are active and impulsive, seeking
stimulation from the new, offbeat and risky
• They spend a comparatively high proportion
of their of their income on fashion,
socializing and entertainment
• Have desire for a better lifestyle

7. Promotion strategy
Technology:
Water ,Dust, Scratch and Break Resistance
HD Display (Triluminos display) and 1080P HD Video Recording
Slim Looks with Neon Colours and Dual HD LED FlashLights
Features :
3 GB Ram and 64 GB Expandable Memory
OS – Latest Windows 8.1 (Cyan update) which supports all windows and android Apps
Markets - Cubo Store , Windows , Xbox , Google Play Store
Camera
Primary – 40 megapixels
Secondary – 10 Megapixel
Skull candy Crusher headphones and Sound
Price : 47,000/-

8. Communication strategy
Television
Newspaper
Magazine
Social Media

9. Achievers:
• Motivated by achievement; high resources
• Goal oriented lifestyles that centre on family
and career
• Avoid situations that encourage a high degree
of stimulation or change
• Prefer premium product that demonstrate
success to their peers
• Seek approval of others
• Image is important to them
• Status oriented

11. Promotion strategy
Technology:
HD Display (Triluminos display) and 720P HD Video Recording
Slim Look with diff Colour and Dual HD LED Flashlights
OS – Latest Windows 8.1 (Cyan update) which supports all windows and android Apps
Markets - Cubo Store , Windows , Xbox , Google Play Store
Built-in App
• My People ( A Family App)
• Promoting Their Pictures (On their Permission) on Cubo Website For Free with Testimonial
• Panoramic Camera App (For Clicking Single Photo of a Big Family)
• Reminder Apps For Events like Birthday and anniversary
• Festival greetings.
Camera
Primary – 30 megapixels
Secondary – 08 Megapixel
Skull candy Classic headphones and Sound
Price : 40,000/-

12. Communication strategy
Television
Newspaper
Magazine
Social Media

13. Fulfillers:
• Motivated by ideals; high resources
• Mature, satisfied, comfortable and reflective
• They tend to be well educated and actively seek
out information in the decision making process
• They favors durability, functionality and value in
products
• Principle oriented

15. Promotion strategy
Technology:
Dust Proof And Scratch Proof Display – Latest Gorilla Glass 4
Different Matt Colours Specially in White and Black
OS – Latest Windows 8.1 which supports windows apps
Markets - Cubo Store , Windows , Xbox
• Power Full Lithium-ion (Lion) Battery for Big Battery Backup
• Microsoft in-built Antivirus enable with random updates
• 2 years Warranty and 1 year Guarantee
Camera
Primary – 20 megapixels
Secondary – 05 Megapixel
Skull candy Bombshell Earphones and Sound
Price : 30,000/-

16. Communication strategy
Television
Newspaper
Magazine
Social Media

17. Actualizers:-
• Successful, sophisticated, take charge
• People with high self-esteem
• Exhibit all three motivations in varying
degrees as they have abundant resources
• Change leaders and are more receptive to
new ideas and technologies
• Purchases reflect cultivated tastes for
upscale, niche products and services
• Skeptical about ads
• Read a lot of publication work

19. Promotion strategy
Technology:
Gorilla Glass 3 and White and Black Colours Back Panel
OS – Latest Windows 8.1 which supports windows apps
Markets - Cubo Store , Windows , Xbox
Built-in App
My Business
Diana Or Jack - Office Assistance
Reminder App For Meeting and Appointment
Microsoft Office 2013
Drop-box
Data Backup and Restoring App
Free Skull candy Earphones and Sound
Camera
Primary – 35 megapixels
Secondary – 05 Megapixel
Price : 40,500/-

20. COMMUNICATION STRATEGY:-
•Social media.
•Newsletter.
•magazine.
•Television.
•Leading Newspaper.

21. LOW RESOURCE GROUP

22. Makers:
• Motivated by self-expression, low
resources
• Value practicality and self sufficiency
• Choose hands on constructive activities
and spend leisure time with family and
close friends
• Prefer value to luxury
• Buy basic products (product with practical
purposes)

24. Promotion Strategy
OS –Cubo 0.1
• Keypad Phone
• Cubo Store
• Cubo earphones
Special Schemes
• Discount and seasonal offers.
• EMIs.
• Free gifts.
• Competitions and prizes.
• SMS on their birthdays, Festival or on special offers by Cubo Company
Camera
Primary – 3 megapixels
Price : 7000/-

25. COMMUNICATION STRATEGY:-
•Television
•Radio
•Newspaper.
•Internet.

26. Strivers:
• Motivated by achievement; low resources
• Trendy and fun loving
• Little discretionary income and tend to have
narrow interests
• Favor stylish products
• Emulate the purchases of people with greater
material wealth
• Seek approval of others
• Status oriented

28. Promotion strategy
OS – Cubo 1.1.2
Touch and Type Phone
• Cubo Store
• Cubo earphones
• Can Share their Pictures on Cubo Website with Testimonial
• Reminder Apps
• Supports All Social Apps
Special Schemes
• Discount and seasonal offers.
• EMIs.
• Free gifts.
• Competitions and prizes.
• SMS on their birthdays, Festival or on special offers by Cubo Company
Camera
Primary – 5 megapixels
Price : 8,000/-

29. COMMUNICATION STRATEGY:-
•Television
•Radio
•Newspaper.
•Internet.

30. Believers:-
• Motivated by ideals; low resources
• Strongly traditional
• Respect rules and authority
• Because they are fundamentally conservative, they
are slow to change and technology averse
• Choose familiar products and established brands
• Traditional people with concrete beliefs
• Principle oriented

32. Promotion Strategy
White and Black Colours
OS –Windows 8 which supports windows apps
Markets - Cubo Store , Windows
Features
1 GB Ram , Cubo earphones and Skull Candy Sound
Special Schemes
• Discount and seasonal offers.
• EMIs.
• Free gifts.
• Competitions and prizes.
Camera
Primary – 8 megapixels
Secondary camera available
Price-9500

33. COMMUNICATION STRATEGY:-
•Newspaper.
•Magazine.
•Radio.
•Social media
•Television

34. THANK YOU