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ESCAPE. Struggler. fundamental 4Cs values. ENLIGHTENMENT. Reformer. CONTROL. Succeeder. Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth.

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slide1

ESCAPE

Struggler

fundamental 4Cs values

ENLIGHTENMENT

Reformer

CONTROL

Succeeder

Freedom from restriction, intrinsic meaning, intrinsic identity, independent judgement, social conscience, aesthetics, personal growth

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

SECURITY

Mainstream

Avoid risk, human warmth,

comfort, sentiment, belonging, order, familiarity, acceptance, blending in, avoid confrontation

STATUS

Attention, admiration,

image, persona, extrinsics,

materialism, acquisition, affiliation, charisma

Aspirer

SURVIVAL

Resigned

Rigidity, discipline,

limitation, imperative, tradition, safety, authority, duty, roles, rules, chauvinism,

avoid complexity

Alienation, low self-esteem,

repressed desire, disorganised, physical, agression, anarchy

slide2

SECURITY

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

Intuitively Accessible Individuals

ENLIGHTENMENT

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)

CONTROL

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

DISCOVERY

Explorer. Energy - autonomy, experience,

challenge, new frontiers. Brand choice highlights

difference, sensation, adventure, indulgence,

instant effect. The first to try new brands. Younger - student

STATUS

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)

SURVIVAL

ESCAPE

Resigned. Rigid, strict,

authoritarian and chauvinist values,

oriented to the past and to traditional roles.

Brand choice stresses safety, familiarity and economy. Older

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.

slide3

CONTROL

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

SECURITY

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

SURVIVAL

Resigned. Rigid, strict,

authoritarian and chauvinist values,

oriented to the past and to traditional roles.

Brand choice stresses safety,

familiarity and economy. Older

Intuitively Accessible Individuals

ENLIGHTENMENT

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)

DISCOVERY

Explorer. Energy - autonomy, experience,

challenge, new frontiers. Brand choice highlights

difference, sensation, adventure, indulgence,

instant effect. The first to try new brands. Younger - student

STATUS

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)

ESCAPE

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.