vals (mobile phones)

What is VALS?

• Value and Lifestyle model (VALS)

• Developed by Arnold Mitchell

• Definition:

Research oriented service undertaken to understand the relevant shifts in benefits, values and lifestyles of psychographic segments of the population

In simpler words, how values, lifestyle and benefits change from individual to individual and how it affects the marketers.

HIGH RESOURCE GROUP

Experiencers :

• Motivated by self-expression, high resources

• Appreciate the unconventional

• They are active and impulsive, seeking stimulation from the new, offbeat and risky

• They spend a comparatively high proportion of their of their income on fashion, socializing and entertainment

• Have desire for a better lifestyle

Promotion strategyTechnology:Water ,Dust, Scratch and Break ResistanceHD Display (Triluminos display) and 1080P HD Video Recording Slim Looks with Neon Colours and Dual HD LED FlashLights

Features :3 GB Ram and 64 GB Expandable Memory

OS – Latest Windows 8.1 (Cyan update) which supports all windows and android AppsMarkets - Cubo Store , Windows , Xbox , Google Play Store

CameraPrimary – 40 megapixelsSecondary – 10 Megapixel

Skull candy Crusher headphones and Sound

Price : 47,000/-

Communication strategy

Television

Newspaper

Magazine

Social Media

Achievers:

• Motivated by achievement; high resources• Goal oriented lifestyles that centre on family

and career• Avoid situations that encourage a high degree

of stimulation or change• Prefer premium product that demonstrate

success to their peers• Seek approval of others • Image is important to them • Status oriented

Promotion strategyTechnology:

HD Display (Triluminos display) and 720P HD Video Recording

Slim Look with diff Colour and Dual HD LED Flashlights

OS – Latest Windows 8.1 (Cyan update) which supports all windows and android Apps

Markets - Cubo Store , Windows , Xbox , Google Play Store

Built-in App

• My People ( A Family App)

• Promoting Their Pictures (On their Permission) on Cubo Website For Free with Testimonial

• Panoramic Camera App (For Clicking Single Photo of a Big Family)

• Reminder Apps For Events like Birthday and anniversary

• Festival greetings.

Camera

Primary – 30 megapixels

Secondary – 08 Megapixel

Skull candy Classic headphones and Sound

Price : 40,000/-

Communication strategy

Television

Newspaper

Magazine

Social Media

Fulfillers:

• Motivated by ideals; high resources• Mature, satisfied, comfortable and reflective• They tend to be well educated and actively seek

out information in the decision making process• They favors durability, functionality and value in

products• Principle oriented

Promotion strategyTechnology:Dust Proof And Scratch Proof Display – Latest Gorilla Glass 4

Different Matt Colours Specially in White and Black

OS – Latest Windows 8.1 which supports windows appsMarkets - Cubo Store , Windows , Xbox

• Power Full Lithium-ion (Lion) Battery for Big Battery Backup• Microsoft in-built Antivirus enable with random updates• 2 years Warranty and 1 year Guarantee

CameraPrimary – 20 megapixelsSecondary – 05 Megapixel

Skull candy Bombshell Earphones and Sound

Price : 30,000/-

Communication strategy

Television

Newspaper

Magazine

Social Media

Actualizers:-

• Successful, sophisticated, take charge• People with high self-esteem• Exhibit all three motivations in varying

degrees as they have abundant resources• Change leaders and are more receptive to

new ideas and technologies• Purchases reflect cultivated tastes for

upscale, niche products and services• Skeptical about ads• Read a lot of publication work

Promotion strategyTechnology:

Gorilla Glass 3 and White and Black Colours Back Panel

OS – Latest Windows 8.1 which supports windows apps

Markets - Cubo Store , Windows , Xbox

Built-in App

My Business

Diana Or Jack - Office Assistance

Reminder App For Meeting and Appointment

Microsoft Office 2013

Drop-box

Data Backup and Restoring App

Free Skull candy Earphones and Sound

Camera

Primary – 35 megapixels

Secondary – 05 Megapixel

Price : 40,500/-

COMMUNICATION STRATEGY:-

•Social media.

•Newsletter.

•magazine.

•Television.

•Leading Newspaper.

LOW RESOURCE GROUP

Makers:

• Motivated by self-expression, low resources

• Value practicality and self sufficiency• Choose hands on constructive activities

and spend leisure time with family and close friends

• Prefer value to luxury• Buy basic products (product with practical

purposes)

Promotion Strategy

OS –Cubo 0.1• Keypad Phone• Cubo Store• Cubo earphones

Special Schemes • Discount and seasonal offers.• EMIs.• Free gifts.• Competitions and prizes.• SMS on their birthdays, Festival or on special offers by Cubo Company

CameraPrimary – 3 megapixelsPrice : 7000/-

COMMUNICATION STRATEGY:-

•Television

•Radio

•Newspaper.

•Internet.

Strivers:

• Motivated by achievement; low resources• Trendy and fun loving• Little discretionary income and tend to have

narrow interests• Favor stylish products• Emulate the purchases of people with greater

material wealth• Seek approval of others• Status oriented

Promotion strategyOS – Cubo 1.1.2

Touch and Type Phone

• Cubo Store

• Cubo earphones

• Can Share their Pictures on Cubo Website with Testimonial

• Reminder Apps

• Supports All Social Apps

Special Schemes

• Discount and seasonal offers.

• EMIs.

• Free gifts.

• Competitions and prizes.

• SMS on their birthdays, Festival or on special offers by Cubo Company

Camera

Primary – 5 megapixels

Price : 8,000/-

COMMUNICATION STRATEGY:-

•Television•Radio•Newspaper.•Internet.

Believers:-

• Motivated by ideals; low resources• Strongly traditional• Respect rules and authority• Because they are fundamentally conservative, they

are slow to change and technology averse• Choose familiar products and established brands• Traditional people with concrete beliefs • Principle oriented

Promotion StrategyWhite and Black Colours

OS –Windows 8 which supports windows appsMarkets - Cubo Store , Windows

Features1 GB Ram , Cubo earphones and Skull Candy Sound

Special Schemes • Discount and seasonal offers.• EMIs.• Free gifts.• Competitions and prizes.

CameraPrimary – 8 megapixelsSecondary camera available

Price-9500

COMMUNICATION STRATEGY:-

•Newspaper.•Magazine.•Radio.•Social media•Television

THANK YOU