The Value, attitude and lifestyle system (VALS) survey categorizes consumers into eight groups. These are; achievers, thinkers, believers, innovators, strivers, experiencers, makers and survivors. Among the characteristics that classify me as an innovator is sophistication, having a high desire for information, new ideas and technologies, desire to experiment new things, having broad variety of activities that I do for leisure, being outgoing and extroverted, heavy involvement in social as well as political activities and an affinity for problem solving.
Companies can use the VALS to tailor their products/services and marketing campaigns to reach optimum numbers of consumers or a specific niche of consumers. The Coca-Cola Company is a beverage company based in America but whose brand penetration is global. Their brand of Coca-Cola soda is arguably one of the most common household brands. To appeal to an innovator who wants to experiment new things. The company should up their game in developing new, untested brands of beverage that differ from their traditional soft drinks. for example, they could try introducing alcoholic drinks as they plan to do in Japan shortly. Because an innovator is a more social person, the company through its advertising should continue to associate its products with merriment and fun times. As a consumer, every time I think of fun and parties I should associate them with one of the many brands offered by the company. Another key feature of innovators is that they have more than sufficient resources. Subsequently, they will have an affinity for things that are fine or upscale. Knowing this, the company should invest in producing a premium product which will be seen as of a higher class thus bolstering and helping express the rich taste. The scarcity of such premium products will attract the interest of people with an eye for quality. With the great exposure that an innovator has, he is bound to be cynical about advertising; therefore, the company should make sure that their advertising corresponds to their products.
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References
Home | Strategic Business Insights (SBI) . (2018). Strategicbusinessinsights.com . Retrieved 8 April 2018, from http://www.strategicbusinessinsights.com/
The Coca-Cola Company Advertising & Marketing Profile . (2018). Adbrands.net . Retrieved 8 April 2018, from https://www.adbrands.net/us/coca-cola-us.htm
