Hierarchy of Customer Needs

Every society has a culture and cultural influences on consumption patterns and buying behaviour may vary greatly from country to country.

Failure to adjust these differences can result in affecting marketing or embarrassing mistakes.

We at Cimplifie Solutions help brands meet with the culture head-on, culture is the sole survivor. Further, the characteristics of new products also decide how soon they would be accepted by consumers.

After two years of trying to penetrate the market through advertising alone and failing badly, Kellogg decided to change its strategy. The ready-to-eat cereals were most likely to be consumed by younger Indians as they would be among the first to adopt western habits and believe that Kellogg was indeed a healthy and convenient breakfast option.
Kellogg’s India launched chocos in September 1996 and frosties in 1997.
Kellogg India marketed chocos and frosties with health benefits such as 11 minerals, making them a fun breakfast option to start the great school day.

Choco frosties were a big hit among children. The concept of fun food was backed up by an extensive marketing campaign that Kellog initiated. However, it was reported that Kellog chocos frosties were consumed as snacks rather than breakfast options.

In another move that was in line with consumer expectations. Kellogg began to produce smaller packs of their product range to encourage adoption amongst consumers. The packs were primarily for a single serving and were a big hit.

After a long time, Kellog realised that Indian consumers are different. they have different breakfast habits. They started focusing on ‘Indian-centric innovations’ Sangeeta Pendurkar, Managing Director at Kellog’s India focused on building a relevant portfolio of products driven consumer-centric innovations.

Such projective techniques might seem goofy and some markets dismiss such motivation research as mumbo jumbo.
But many marketers use such touchy-feely approaches, now sometimes called interpretive consumer reach, to dig deeper into consumer psyches and develop better marketing strategies,
people are driven by particular needs at particular times.

Why does one person spend a lot of time on energy and time on personal safety. and another on gaining the self-esteem of others? At Cimplifie we identify human needs presented by hierarchy. we include psychological needs. Safety needs, social needs esteem needs and self-actualisation needs.

A person tries to satisfy the most imp needs first
When the need is satisfied it will stop being a motivator, and the person will then try to satisfy the most imp needs.

Ex-starving people (physiological need)
will not take interest in the latest happenings in the art world (self-actualization needs) or even in whether they are breathing clean air (satisfy needs) But as each imp need is satisfied, the next most imp need will come into play.

A digital marketing agency Cimplifie Solutions can help significantly boost the ROI of your marketing strategy without investing a lot of money, time or resources in getting an in-house team ready. Digital marketing services in India encompass content marketing, SEO, email marketing, social media marketing. We create several strategies and tactics to help a business accomplish its marketing and sales goals. At Cimplifie Solutions we help brands enhance their brand image, build an online reputation, connect them with the target audience and bring in new business opportunities.