COMPETITIVE BRANDS

TEAM 11 SHAILESH BHADRA 5 RICHA GUPTA 25 PRIYANKA INGLE 28 AKRITI SAHAI 60 KIMAYA SAMANT 62 BHAVYA PRABHAKAR 55 AMIR CHOUDHARY 15

MASLOWS HIERARCHY OF NEEDS

braham Maslow's hierarchy of needs, that he proposed in his 1943 paper "A

Theory of Human Motivation is portrayed in the shape of a pyramid with the largest, most fundamental levels of needs at the bottom and the need for self-actualization at the top.

Maslow's theory suggests that the most basic level of needs must be met before the individual will strongly desire (or focus motivation upon) the secondary or higher level needs.
Instead of stating that the individual focuses on a certain need at any given time, Maslow stated that a certain need "dominates" the human organism. Thus Maslow acknowledged the likelihood that the different levels of motivation could occur at any time in the human mind, but he focused on identifying the basic types of motivation and the order in which they should be met.

MASLOWS HIERARCHY OF NEEDS

SELF ACTUALIZATION

ESTEEM NEEDS

BELONGINGNESS & LOVE NEEDS

SAFETY NEEDS

BIOLOGICAL & PHYSIOLOGICAL NEEDS

TWO COMPETING BRANDS

CADBURY BOURNVITA COMPLAN

TV COMMERCIAL OF THE BRANDS

CADBURY BOURNVITA
http://youtu.be/OyRzWt1nPD8

COMPLAN
http://youtu.be/HEUYrC0H7pY

POSITION OF BRANDS AS PER MASLOWS NEEDS

CADBURY BOURNVITA
Esteem:

HEINZ COMPLAN
Belongingness & Love:

Achievement, Pride, Confidence

Self-Actualization: To become most that one canThe Ideal parent

Social Acceptance Being a part of a group

Esteem:

Confidence, Pride

MASLOWS HIERARCHY OF NEEDS

SELF ACTUALIZATION

CADBURY BOURNVITA

ESTEEM NEEDS

BELONGINGNESS & LOVE NEEDS

HEINZ COMPLAN

SAFETY NEEDS

BIOLOGICAL & PHYSIOLOGICAL NEEDS