BRANDS AND HIERACHY OF NEEDS

                                                                   

Abraham Maslow introduced 5 levels of needs that every person goes during the life cycle. The expecting way of each level differs from person to person based on their economical , 

 social , cultural and environmental factors. Rather than understanding their customers needs level any organization will not be able to sustain in the market.

                              Figure No. 1  - MASLOW'S HIERACHY OF NEEDS

On below it describes how marketers should smartly approach their products or services to each level.

• In physiological needs - In here brands do not plays a major role at this level, it is because on this stage people only considers on satisfying the basic needs and they don't concerns about brands.  At this level marketers should come up with products on low price levels.        

e.g.- Canned fish, grain items

• Safety needs - From this level brands make their role playing. On this level marketers should come up with the product/service which fulfills economic safety, health and security.

     e.g. Clogard  clove oil tooth paste for cavity protection. ( Health )

          BOC Abhimana Retirement Scheme ( Economic safety )

• Love and belonginess - Marketers should emerge brands which creates friendship, family, and connections.

            e.g.- Coca-Cola ( Open happiness ) ,  Lion beer ( Socialization ),  Sri Lanka Insurance ( Like a mother - Like a Father ),  Sri Lanka Telecom ( One country one voice ) 

Figure No. 2  - HOW BRANDS FALLS FOR EACH LEVEL

• Esteem need - Marketers should popup brands which pretends respect, status & recognition.

e.g.- SPA CEYLON, Tag Heuer, Rolex, Louis Vuitton, Johnnie Walker

• Self actualization - Marketers should come forth with brands which lift up the customer, that feels good about themselves.

e.g.-Body Shop ( To show that they are supporting the community and against animal testing )  

Embark ( Transforming the lives of street dogs in Sri Lanka )

                                                                    When marketers popping up with brands for each needs level they should use different marketing mix ( 4Ps / 7Ps ) for each needs level.