Top Story

e4m_logo.png

Home >> Media - Others >> Article

Cyber Media ties up with SRIC-BI to develop marketing tool, VALS, for India

09-May-2005
Font Size   16
Cyber Media ties up with SRIC-BI to develop marketing tool, VALS, for India

In a rapidly changing market environment, it becomes extremely crucial for marketers to understand their current and potential customers. To help them in their efforts, Cyber Media Research, in association with SRIC-BI, has taken the initiative to develop the world-renowned marketing tool, VALS, for India.

Said Ravi Sangal, President, Cyber Media Research, "Market segmentation based on geo-demographics or socio-economic data is often incomplete as it masks important personality differences that exist amongst customers. These personality differences actually determine and drive purchase behaviour."

"VALS is a marketing and a consulting tool, which segments consumers on the basis of personality traits. As the personality of an individual does not change so easily over time, consumer insights provided by VALS are stable and predictable," he added.

Applicable to all stages of a product lifecycle, VALS is a powerful framework which can be employed at the ideation stage, for entry stage targeting, competitive analysis, brand differentiation, creative development, and in positioning. Said Sangal, "In a typical product lifecycle, a marketer needs to address different consumer segments at different stages of the product and hence his communication also changes at every stage. VALS segmentation will help marketers with rich insights of different consumer segments that can be used from product ideation stage to product launch, to develop messaging and selecting media vehicle, etc."

On tying up with SRIC-BI for the initiative, Sangal said, "SRIC-BI provides content-based research with consulting expertise and has a track record of successfully helping organizations improve their performance. SRIC-BI not only has the distinction of doing pioneering work in the field of psychographic profiling and segmentation, but over the years they have incorporated changes to make VALS more robust and strong."

When asked about the changing consumer behaviour, Sangal said, "What has visibly changed is the demographics and the lifestyle of Indian consumers and therefore segments based on these parameters also change. VALS segmentation based on personality traits remains stable as personality of an individual changes very gradually over a period of time."

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Ushering the launch with a campaign titled ‘The New Way to Get Rich’ showcasing how technology gets millennials closer to their financial dreams

Ogilvy and Love Matters conceptualised a campaign that aimed to change the conversation and imagery that is associated with the LGBTQ community and lesbians in particular