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Fundamental 4Cs values Reformer ENLIGHTENMENT Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience,

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Presentation on theme: "Fundamental 4Cs values Reformer ENLIGHTENMENT Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience,"— Presentation transcript:

1 fundamental 4Cs values Reformer ENLIGHTENMENT Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth Avoid risk, human warmth, comfort, sentiment, belonging, order, familiarity, acceptance, blending in, avoid confrontation Mainstream SECURITY Succeeder CONTROL Goal orientation, self determination: stability, lasting, enduring – thorough, organising, delegating, problem-solving, simplifying complexity, prestige, hierarchy DISCOVERY Explorer Adventure, exploration, seeking, finding – who am I ? What is out there ? How far can I go ? What happens if I do this ? Adrenilin, hedonism, speed, danger, risk, Instant gratification Resigned SURVIVAL Rigidity, discipline, limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism, avoid complexity Aspirer STATUS Attention, admiration, image, persona, extrinsics, materialism, acquisition, affiliation, charisma Alienation, low self-esteem, repressed desire, disorganised, physical, agression, anarchy Struggler ESCAPE

2 Struggler. Alienated, aimless, disorganised With few resources apart from physical/mechanical skills Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation. Aspirer. Materialistic, acquisitive, affiliative, oriented to extrinsics... image, appearance, charisma, persona and fashion. Attractive pack more important than quality of contents. (Younger, clerical/sales type occupation) Mainstream. Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money family brands. Almost invariably the largest 4Cs group. Average demos SECURITY Resigned. Rigid, strict, authoritarian and chauvinist values, oriented to the past and to traditional roles. Brand choice stresses safety, familiarity and economy. Older SURVIVAL ESCAPE DISCOVERY Reformer. Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but aware of good taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity. ( High education) ENLIGHTENMENT STATUS Intuitively Accessible Individuals Succeeder. Strong goal orientation, confidence, work ethic, organisation... support status quo, stability. Brand choice based on reward, prestige - the very best. Also attracted to caring and protective brands... stress relief. Top management CONTROL Explorer. Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence, instant effect. The first to try new brands. Younger - student

3 DISCOVERY ENLIGHTENMENT Struggler. Alienated, aimless, disorganised – with few resources apart from physical/mechanical skills Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation. Aspirer. Materialistic, acquisitive, affiliative, oriented to extrinsics... image, appearance, charisma, persona and fashion. Attractive pack more important than quality of contents. (Younger, clerical/sales type occupation) Mainstream. Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money family brands. Almost invariably the largest 4Cs group. Average demos SECURITY Resigned. Rigid, strict, authoritarian and chauvinist values, oriented to the past and to traditional roles. Brand choice stresses safety, familiarity and economy. Older SURVIVAL ESCAPE Reformer. Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but aware of good taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity. ( High education) STATUS Intuitively Accessible Individuals Succeeder. Strong goal orientation, confidence, work ethic, organisation... support status quo, stability. Brand choice based on reward, prestige - the very best. Also attracted to caring and protective brands... stress relief. Top mngmnt CONTROL Explorer. Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence, instant effect. The first to try new brands. Younger - student


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