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Charlotte Mordin, Y&R EMEA. 4Cs Genesis. In the post-war period people were much more stereotyped than now. They saw themselves more in terms of their class , role and life stage . 4Cs Genesis. In the late ’60s supermarkets arrived on the scene.

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Presentation Transcript
slide2

In the post-war period people were much more stereotyped than now.

They saw themselvesmore in terms of their class, roleandlife stage.

4Cs Genesis

slide3

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-demographic

consumer segmentations.

4Cs Genesis

slide5

Finally it was realised that underneath the brand choice and the lifestyle were

deeper motivations … values

Stanford Research Institute was an early and influential entrant into the field of values segmentation with their study VALS – an acronym for

Values and Life Styles

4Cs Genesis

slide6

Young & Rubicam New York were pioneersin 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 Genesis

4Cs = Cross-Cultural-Consumer-Characterisation

slide7

Self-Expression

Abraham Maslow

Hierarchy of Needs

Individuality

Arnold Mitchell

Values & Lifestyles

Control

David Riesman

Social Character

Status

Alfred Adler

Competition & Co-operation

Security

Milton Rokeach

Human Value Systems

The seven 4Cs values were derived from accepted theory

4Cs Genesis

Escape

Joseph Plummer

Lifestyle

Survival

slide8

Self-Expression

Individuality

Control

The 4Cs groups based on these theoretical values represent intuitively accessible individuals.

Status

4Cs Genesis

Security

Escape

Survival

slide9

Starting from theoryLocal 4Cs Modelswere constructed

- Discussion, description of local 4Cs types

- Depth interviews (photos)

- Country-specific statements and questionnaire

4Cs Genesis

slide10

In the early 90’s eight years of local experience was co-ordinated to constructstandardisedinternational statements and questionnairein BAV

Norway

Norway

Finland

Finland

Sweden

Sweden

Denmark

Denmark

Russia

Russia

UK

UK

Canada

Canada

Poland

Poland

Netherlands

Netherlands

Belgium

Belgium

Germany

Germany

Czech Rep

Czech Rep

Switzerland

Switzerland

France

France

Hungary

Hungary

Portugal

Portugal

US

US

Italy

Italy

Spain

Spain

Japan

Japan

Greece

Greece

Turkey

Turkey

China

China

Taiwan

Taiwan

India

India

Mexico

Mexico

Venezuela

Venezuela

Thailand

Thailand

Philippines

Philippines

Colombia

Colombia

4Cs Genesis

Malaysia

Malaysia

Indonesia

Indonesia

Brasil

Brasil

South Africa

South Africa

Chile

Chile

Australia

Australia

Argentina

Argentina

Knowledge and experience explosion New tools and techniquesdeveloped

slide11

In the late 90s and new 00s4Cs installed inTGI as it expands across Europe

4Cs is available ongoing, as well as in BAV waves

4Cs Genesis