MK222 Lecture 4: 1_30 Notes
26 Jun 2018
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1/30 Notes
● Finding what people need
○ Timeless and timely
■ Timeless
● Essential human conditions
● All great brands recognize our most basic natures
● Dr. William Glasser's basic needs
■ Timely Brand Values
● Contemporary Life
● All great brands meet us in our contemporary settings
● Segmentation
○ Understanding benefits customers seek
○ Segment the market and develop ideal customer personas based on needs and
benefits
○ Target Market selection
■ Attractiveness of the market segments
■ Who do we want to serve and how?
● Can we be successful?
● Maximize Profitability.
● What makes us different?
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