1. under
Prof. S.M. Dhume
Group: TheBestIIMS
Abhijit Mishra
Debasish Brahma
Kanmingam Phungshok
Pujarini Ghosh
Shashank Singh
Sourojit Ghose

2. The VALS system classifies consumers
based upon two primary criteria:
• Primary motivation
– Ideals: guided by knowledge and
principles
– Achievement: look for products and
services that demonstrate success to
their peers
– Self-Expression: desire social or physical
activity, variety, and risk
• Resources and Innovation
– The resources that one consumes extend
beyond age, income, and education.
Energy, self-confidence, intellectualism,
novelty seeking, innovativeness,
impulsiveness, leadership, and vanity
play a critical role. These psychological
traits in conjunction with key
demographics determine an individual's
resources.

3. • Motivated by the desire
for achievement
• Value predictability,
Description of consensus, stability over
risk
the Identified • Image is important: favour
Psychographic established, prestige
segment products and service that
demonstrate success to
their peers
• With busy lives, interested
in time-saving devices

4. Parent Company Honda
Category Sedan
Sector Automobiles
Tagline Pure Exhilaration
USP Design
Answering the 3 Key Questions
STP
Premium Sedan Why buy a car ? Goes with the
Segment
Segment independent lifestyle
Target Will it enhance image ? Yes
Achievers
Group
Why buy this brand ? Unique design, excellent
Positioning Excellent Features features

5. Advertising Personal Selling
•TV, Print •Potential deal-clinching
•Auto Magazines strategy
•Online ads •Must be careful not to
•Hoardings invade on the consumer’s
privacy/busy schedule
Sales Promotions Public Relations
•Not so much, as the •Sponsoring
consumers have high price- corporate/sporting events
quality perception •Launching in the Auto Expo
•Loyalty Rewards Program
Direct Marketing
•Not advisable as these
individuals are mostly
privacy-conscious and
spam-conscious

6. • Exhibit all three primary
motivations: Ideals,
Achievement, Self-
Description of Expression
• Most receptive to new ideas
the Identified and technologies
Psychographic • Cultivated tastes for upscale,
niche products and services
segment • Image is important, not as
evidence of status, but as
expression of independence
and personality

7. Parent
Company Richemont
Category Pen
Sector Writing Instruments
Tagline A story to tell
Power to write your own destiny
USP Design
Answering the 3 Key Questions
STP
Why buy a pen ? Goes with the
Segment Premium Pens
independent lifestyle
Target Will it enhance image ? Yes
Innovators
Group
Why buy this brand ? Unique design, excellent
Positioning Excellent Features features

8. Mont Blanc. Follows a Targeted towards Position the product
Positioning
Segmenting
Targeting
very concentrated innovators as a symbol of success
approach in and personality.
People who have
segmentation Owing that product
achieved huge
The segmentation is landmarks on their should mean that you
done on two basis own have achieved
People who buy the everything in life on
These are people who
product on their own your own accord.
don’t want to show of
for personal use and their achievement but It should be a symbol
people who buy it to want to have a of personality,
gifting purposes product that does it success, status and
The product is a super for them power
premium product Targeted towards
having a very niche people who are not
market and hence the afraid to take
segmentation challenges and hence
procedure is different have a story to tell and
as compared to the the power to write
mass market products their own destiny