2 4Cs GenesisIn the post-war period people were much more stereotyped than now.They saw themselves more in terms of their class, role and life stage.
3 4Cs Genesis In the late ’60s supermarkets arrived on the scene. Standing in the queue, you could examine people’s purchases at your leisure.A researcher in the queue came up with the idea of brand families, the basis of the first non-demographicconsumer segmentations.
4 4Cs GenesisThe next idea was lifestyle. What kind of life did these brand families fit into?
5 4Cs GenesisFinally it was realised that underneath the brand choice and the lifestyle weredeeper motivations … valuesStanford Research Institute was an early and influential entrant into the field of values segmentation with their study VALS – an acronym forValues and Life Styles
6 4Cs Genesis 4Cs = Cross-Cultural-Consumer-Characterisation Young & Rubicam New York were pioneers in using values to plan advertising, working closely with VALS during the early ’80s.In the mid ’80s Y&R established its own international values segmentation - 4Cs.4Cs = Cross-Cultural-Consumer-Characterisation
7 4Cs Genesis Self-Expression Abraham Maslow Individuality The seven 4Cs values were derived from accepted theoryAbraham MaslowHierarchy of NeedsDavid RiesmanSocial CharacterMilton RokeachHuman Value SystemsAlfred AdlerCompetition & Co-operationJoseph PlummerLifestyleArnold MitchellValues & LifestylesSelf-ExpressionControlStatusIndividualitySurvivalSecurityEscape
8 4Cs Genesis Self-Expression Individuality Control Status Security The 4Cs groups based on these theoretical values represent intuitively accessible individuals.Self-ExpressionControlStatusIndividualitySurvivalSecurityEscape
9 4Cs Genesis Starting from theory Local 4Cs Models were constructed - Discussion, description of local 4Cs types- Depth interviews (photos)- Country-specific statements and questionnaireStarting from theory Local 4Cs Models were constructed
10 Knowledge and experience explosion New tools and techniques developed 4Cs GenesisIn the early 90’s eight years of local experience was co-ordinated to construct standardised international statements and questionnaire in BAVKnowledge and experience explosion New tools and techniques developedCanadaUSVenezuelaColombiaChileArgentinaMexicoBrasilSouth AfricaJapanIndiaTaiwanIndonesiaPhilippinesMalaysiaAustraliaThailandChinaRussiaUKFranceSpainNetherlandsPortugalBelgiumSwedenDenmarkFinlandNorwayItalySwitzerlandGermanyHungaryPolandCzech RepGreeceTurkey
11 4Cs GenesisIn the late 90s and new 00s 4Cs installed in TGI as it expands across Europe4Cs is available ongoing, as well as in BAV waves