Maslow's Hierarchy of Needs by 50Minutes.com

Author:50Minutes.com
Language: eng
Format: epub
Publisher: 50Minutes.com
Published: 2017-03-01T00:00:00+00:00

Marketing with the pyramid

Developing an offer for consumers is all to do with targeting all levels of the pyramid.

To fully understand this theory, you should define the needs in their contemporary context. New functions – which did not exist In Maslow’s time (20 th century) – have emerged in society. For example, if somebody moved house in the 1950s, they would not go as quickly or as far as we can today: families were closer together, and their home was usually next to their workplace. Aside from leisure purposes, the need to travel can be considered a physiological need, as it allows someone to earn a living by going to work or maintain their emotional relationships by visiting friends and relatives.

The car is an excellent example of a strategy that evolves within the pyramid. The least expensive models are limited to basic features, while the more expensive models combine prestige and comfort. In all cases, this type of product involves several levels of the pyramid: the physiological need to travel, the need to avoid the vehicles that are known for being unreliable, belonging to the community of drivers whose cars are from one particular, well-known brand, and (for the most advanced models) the satisfaction of owning an expensive, luxury good.

Marketing therefore tries to establish a strategy to meet the higher levels of the pyramid with products that seem to mainly meet the first level of needs. It also provides an opposite function, although this is more difficult. When a product or service is intended for self-esteem or personality development, a brand can focus on and emphasise the physiological and safety aspects of purchasing in order to attract the greatest number of consumers to buy the product. Think about cosmetics, where branding switches between radiant beauty (fourth and fifth levels) and self-care, maintaining the skin and body, which refers to the physiological and safety needs.

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