The maslow's hierarchy of needs, which puts the people needs into pyramid shape hierarchy:
Throughout the levels: - If we are in the physiological needs, then we are talking about the basic human needs, which we have a large number of competition on it, the job of marketers will be harder to convince people to buy their products/services rather than the next door competitor, UAE Examples: Water companies: Al Ain Water, Masafi Water. Or restaurants competitions, why people will buy from restaurant rather than the other one? Marketing should do the job of differentiating the product/services.
- If the product fall under the Safety and security category (which is next level), that will be mainly insurance companies, alarm systems, and so one, companies will compete here to make the customers feel safe and secure.
- The third level is love and belongings, if your product/services will fall into this category, you can affect on your customers by past testimonials, like what we see in web pages now (what did they say about us?), or they can have products to gather people and friends in online club for example or in travel plans, and so on.
- The forth level is the self esteem, where people need to be recognized, if the product or services fall in this category then they must give their customers this feeling so they will attract them to their products, that's what the designers dresses/accessories could do, or what a certificate of one institute could give to some one, or even how your perfume will make you look different and confident (as we see in advertisments).
- The last level is the self actualization level, do your product/service make your customers feels so? we can see that this level could be found in a doctor, army or any where else, but in my opinion, this level is all about parents, because they are totally devoted to their families.
Lesson learned:
- If you could put your customers and products into this level, it will be easier for the marketers to target them.
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