Marketing Management

Section A (Group 4):

1. Mangesh Phadse – PF2123-A080
2. Pragati Tripathi – PF2123-A041
3. Govind Daga – PF2123-A244
4. Shimoni Jain – PF2123-A053
5. Parth Patel – PF2123-A127
6. Jay Sangani – PF2123-A123
7. Juhi Chowdhri – PF2123-A269

Report on Maslow’s Hierarchy of Needs

An Introduction to Maslow’s Hierarchy of Needs

Abraham Maslow (1908-1970) was an American psychologist who is most noted for developing the
hierarchy of needs theory. Considered the founder of humanistic psychology, Maslow typically wrote
about such topics as behavior and motivation, and first introduced the hierarchy of needs in his 1943 paper,
A Theory of Human Motivation.
The basic premise of this theory is that humans are born with certain needs, which can be categorized into
levels depending on their degree of importance. Our most fundamental needs are physiological needs, and
then safety needs, love needs, esteem needs, and finally the need for self-actualization as shown in the
figure.

Maslow’s hierarchy of needs theory is commonly depicted as a five-tier pyramid. In which, Physiological
needs and safety are physical needs. Once these are satisfied, individuals focus on needs that involve
relationships with other people. At Maslow’s third level are social needs, or needs for belonging
(acceptance by others) and for giving and receiving friendship and love. Informal social groups on and off
the job help people satisfy these needs. At the fourth level in Maslow’s hierarchy are esteem needs, which
are needs for the respect of others and for a sense of accomplishment and achievement. Satisfaction of these
needs is reflected in feelings of self-worth. Praise and recognition from managers and others in the firm
contribute to the sense of self-worth. Finally, at the highest level in Maslow’s hierarchy are self-
actualization needs, or needs for fulfillment, for living up to one’s potential, and for using one’s abilities to
the utmost.

PHYSIOLOGICAL NEEDS
These are biological requirements for human survival, e.g. air, food, drink, shelter, clothing, warmth, sleep.
If these needs are not satisfied the human body cannot function optimally.

Given below are are some marketing campaigns that caters to our physiological needs:

1. Motherdairy- #paneerpackedhaitosafehai
During the pandemic when people were paranoid about their health and were generally avoiding food from
outside. Motherdairy came up with its packed paneer idea ensuring maximum safety with the promise of
untouched food.

2. Parle-g- #statue
In its statue campaign, parle-g released a number of TVCs , showing the emotional intelligence in kids .
This initiative recognises the importance of self-awareness and empathy which are much needed in today’s
world.

3. Philips air purifier

With the alarming rate in increase in air pollution every year in Delhi. Philips with its breath easy campaign
emphasised on the importance of equipping your home, offices and other places with air purifiers.

4. Slleepwell cacoon
With keeping in mind, their customer’s demand, they launched this product specifically to provide
customised comfort.

5. Nutrichoice oat cookies

With the growing preferences for healthy snacks without compromising the taste, Britannia Nutrichoice
launched its oat cookies in different flavours. A healthy and tasty snacking option.

Safety Needs
The need for safety was acknowledged as a basic human need by Abraham Maslow in his 'Hierarchy of
Needs'. Safety needs represent the second tier in Maslow's hierarchy and these needs include the security of
body, of employment, of resources, of morality of family, and of health

Safety needs can be explained with the help of following advertisements:

1. Dettol hand sanitizer
Due to this pandemic the hygiene has become most important to an individual and their family and for that
Dettol launched its sanitizer with the tagline We Protect What WE Love to keep ourself and our family
safe from the virus

2. Savlon spray
During this Pandemic time to protect our home from getting infected the Savlon launched its product savlon
spray with the tagline No Tension For Surface Disinfection

3. Cred
Cred is a platform to pay our credit card bills and cred came up with the feature through which it pays the
bills automatically to save us from paying late fees and it came up with tagline Suraksha Aur Bharosa

4. Googlepay
GooglePay launched a national campaign titled #BeFastNotHasty to build awareness on the importance of
being safe with your money by asking you for pin before making a payment .Its tagline also says it’s easy
and fast to pay with GPay. The campaign has been launched on December 2020 in collaboration with
MullenLowe Lintas.

5. Axis bank
Axis Bank started an ad campaign on January 2020 and the advertising agency was MullenLowe Lintas
The tagline was #ManChaahiKhusiKeLiyeRakhoApneDilKoOpen to focus on the importance of being
open towards everyone and every idea. In this campaign Axis Bank doesn’t discriminate among people,
they showed they are open to every kind of person even they were helping the woman who came with an
idea for business.

Social Needs
The social needs in Maslow’s hierarchy include such things as love, acceptance, and belonging. At this
level, the need for emotional relationships drives human behaviour. Some of the things that satisfy this need
include: Friendships, Romantic attachments, Family, Social groups, Community groups, Religious
organizations. In order to avoid problems such as loneliness, depression, and anxiety, it is important for
people to feel loved and accepted by other people. Personal relationships with friends, family, and lovers
play an important role, as does involvement in other groups that might include religious groups, sports
teams, book clubs, and other group activities.

1. Airtel 5G:
Airtel launched its new campaign “The new choice of India” conceived by Taproot Dentsu in July, 2021.
Airtel has built a 5G ready network and consistently led network performance metrics in surveys by
multiple global platforms. As per Opensignal, Airtel’s mobile network offers the best video and gaming
experience in India. To boost this experience even further, the Company has started deploying the
additional 355.4 Mhz spectrum it acquired in the recent auctions for a sum of Rs 18,699 cr. Airtel has the
highest number of active mobile subscribers in India and more importantly they believe they are leading in
the hearts of customers. This will fulfil the social needs of the customer as this network will help them get
connected to their social groups.
2. Bumble:
It’s this stereotype that Bumble, the new dating app in town (also friend finder and networking site, so
basically Tinder+Facebook+LinkedIn rolled in one), set out to break with its launch in India through the
campaign: #EqualNotLoose. It was, and continues to be, delivered to us by giant billboards around metros,
full-page newspaper ads and commercials starring Priyanka Chopra, telling us she (representing the woman
on Bumble) is ambitious/curious/busy/free/equal and ‘not loose’. This app allows female to initiate the
conversation over the social networking app and helps us to fulfil our social needs. Ad agency of this
campaign was BBDO.

3. Zoom meetings:
Zoom has now become the most popular app during the pandemic situation going around the world. Its
tagline says “Deliver you happiness every single day”. In the last 2 years zoom has a shown triple digit
growth in its revenue without any ads surfacing over the internet. It has fulfilled the combined needs of the
people i.e. physiological need and social need as it has become one of the basic needs in our life.

4. Reels:
In the month where Instagram celebrates its 10th birthday, the platform has now launched its first consumer
marketing campaign in India, to celebrate the creators and their creativity that manifests on its newest video
format, Reels. The campaign, ‘Do Your Thing’, is meant to inspire the creator in everyone. It will appear
across mediums during the IPL. India was one of the first countries where it was tested in, and the great
response led to the launch of the Reels tab, first in India. Now, the consumer campaign takes this further, by
saluting the creator in everyone. Through a series of 15-second ads, the campaign showcases all of the AR,
music and editing features that allow creators to bring alive their imagination. The creatives have been
developed in partnership with Ogilvy.

5. Whatsapp:
WhatsApp collaborated with Gauri Shinde, along with BBDO India, to create two ads that capture
moments that make you and your people feel together while using the platform. Its first brand
campaign in India that narrates real stories about how people communicate daily on the platform
with their closest relationships. The campaign ‘It’s Between You’ brings alive WhatsApp’s
commitment to privacy, which is not just a feature but a feeling that is underpinned in its end-to-
end encryption. 

Esteem Needs

At the fourth level in Maslow’s hierarchy is the need for appreciation and respect. When the needs at the
bottom three levels have been satisfied, the esteem needs begin to play a more prominent role in motivating
behavior.
In addition to the need for feelings of accomplishment and prestige, esteem needs include such things
as self-esteem and personal worth.
People need to sense that they are valued, recognized, respected by others.

Esteem needs can be explained with the help of following advertisements:

1. Mi Vacuum mop pro : .

Starting with mi vacuum mop pro which is an automated cleaning appliance so that the customers are not
required to pay extra attention towards cleaning and can carry on with their daily activities. It's tagline is,
the modern pro cleaning solution. It is a boon for people living in small nuclear families where both the
parents are working and they also have to manage other household chores. Although cleaning comes under
physiological needs but because of its high price it can be considered as an esteem need.
2. Ola electric scooters :
Ola recently launched their electric scooters and their tagline was ready or not a revolution is coming. As
we all know electric vehicles are considered as the future of transportation and also electric vehicles gives
you a better comfort as compared to the conventional fuel based vehicles. So they also admires their
customers’ needs and comfort. Ola electric scooter gives you a status of comfort and other added state of
the art facilities which are missing in other conventional two wheelers.

3. MG motors India :
They came up with the tagline it's a human thing to evolve comparing driving experience directly with the
evolution of human being. Their SUVs are internet based SUVs so one can control few features of the
vehicle with his/her smartphones same way as we control different body parts of our body with our brain.

4. Noto ice Cream :

Noto ice cream contains 75% less sugar than regular ice creams and also they are low in calories and fats.
As compared to the normal ice creams they are expensive and their tagline is "ice cream that loves you
back” showing that it's not only you who has feelings for ice cream but even ice cream loves you back. It
also gives the luxury of satisfying your taste buds without feeling guilty of increased calorie intake.

5. Lenovo :
Lenovo introduced new high end gadgets for its customers. These gadgets makes the customers feel
esteemed because of the advanced or smarter technology which Lenovo uses to make their gadgets. This
improved and technologically smarter gadgets gives the Lenovo customers an upper egde than people using
other brand gadgets.

SELF ACTUALIZATION NEEDS

Self-actualization needs are the highest level in Maslow's hierarchy, and refer to the realization of a person's
potential, self-fulfillment, seeking personal growth and peak experiences. Maslow (1943) describes this
level as the desire to accomplish everything that one can, to become the most that one can be.

1. Airbnb
As people emerge from lockdown, the isolation they’ve experienced will drive them to seek more
connection and meaning from travel. Airbnb delivers on that connection and meaning through something
that is unique to us—our Hosts.
Earlier this year, Airbnb launched the “Made Possible by Hosts” campaign to educate people on the
magical experiences that Hosts make possible for their guests.

2. Peta india
People for the Ethical Treatment of Animals (PETA) India
In honor of World Vegan Month (November), Chitra Advertising Service donated space to place PETA
India’s billboards in various parts of Delhi that feature different animals commonly used for food,
proclaiming, “I’m ME, Not MEAT”. Encouraging people to Go Vegan.

3. Meesho
Meesho has recently launched its first TVC followed by the brand campaign #MyStoreMyStory, to
highlight how Meesho has been instrumental in helping women attain financial independence in India. In
the film, Meesho celebrates the unstoppable spirit of Indian women who overcome all social and economic
barriers to claim what they rightfully deserve- an Identity. The tagline of the campaign aptly captures the
sentiment, 'Not just a homemaker, a Meesho Entrepreneur'.
4. Cry
CRY (Child Rights and You) launched a national campaign titled #PooriPadhaiDeshKiBhalai to build
awareness on the importance of India’s girls completing their secondary education and the positive
correlation it can have on the inclusive socio-economic growth of the country. The campaign has been
launched in collaboration with Lintas Live and seeks to inspire India’s citizens to come together and pledge
their support for the cause.

5. Amazon
Hard work is certainly key to Amazon's success. Its famous internal motto is "Work hard. Have fun. Make
history," and Bezos and Amazon have even been criticized for asking too much of company employees. But
maximizing your talents by working hard is the advice Bezos gives. Also Amazon provides almost all type of
sellers to sell their products and buyers to buy it with huge varieties, giving a platform to explore. Thus
providing different opportunities.

MARKET SHIFT
After the study of this theory, it is important to also understand the reasons for Shift in Markets.
Below are the few reasons for the consumer’s shift in Market:

1. Marketing Strategies:
Marketing is concerned with the introduction and promotion of products and services to the potential
customers. It plays a prominent part in an organization as everything from sales to success depends on it. In
this digital world, everyone is hyper-connected and consume content on multiple platforms and devices.
Companies can start a conversation on various social media platforms and engage their audience in it. Many
businesses win over people by creating mobile-friendly content that fits their needs and preferences.

2. Digital Technology:
While the sellers get ample information about the consumers and adapt their marketing plans, on account of
access to extensive information available online, consumers’ expectations and the buying behaviour are
undergoing a significant change. A new segment of consumers is emerging which is no longer satisfied with
standard product offerings, many of these consumers want and are able to get personalised offerings. 

3. Social Media Effect:

The effects of social media are not something business owners can afford to overlook. The Deloitte report
noted that consumers who use social media during their shopping process are four times more likely to spend
more on purchases than those who do not. It goes even further. The report states that shoppers are 29 percent
more likely to make a purchase the same day when using social media to help shop before or during a trip to
the store. This report adds to a growing volume of research that shows the value of social media. Social
media influences shopping behavior in all age groups, but especially the important younger and Hispanic
populations. 

4. Creativity:
Creativity is one of the most studied concepts in social sciences. Its relevance in disparate disciplines has
stimulated the production of a plethora of contributions. Not surprisingly, marketing and consumer behavior
scholars have devoted significant efforts to the study of creativity and have offered a relevant though
fragmented corpus of contributions that needs a synthesis to guide further research on such a pervasive, yet
crucial, concept. This article presents and discusses a structured review of studies on creativity published in
eight major marketing and consumer behavior journals. We classify previous research upon a popular
alliterative model—the 4Ps of creativity, person, process, product, and press—to present a comprehensive
view of the state of research on creativity. The review is instrumental to the identification of eight research
directions, two for each of the 4Ps areas, for future research that marketing and consumer behavior scholars
can pursue to produce novel and meaningful contributions on one of the most elusive constructs in social
sciences.

5. Awareness:
Consumer behavior can be influenced by mental processes that occur outside of conscious awareness. It is
argued that in each domain of automaticity, researchers should specify the aspects of which consumers are
presumably unaware. Three types of awareness are identified. These include awareness of (a) the
environmental features that trigger an automatic process, (b) the automatic process itself, and (c) the
outcome of that automatic process. Individuals may be unaware of one or more of these stages, thereby
making the process nonconscious. With additional clarity regarding which aspects are nonconscious in
which domains and the specific role that awareness plays, we can begin building a more comprehensive
model of nonconscious processes in consumer behavior.

REFERENES:
MOTHERDAIRY – https://www.buzzincontent.com/story/a-look-at-mother-dairy-single-s-smart-strategy-
of-using-diversified-influencers-across-genres-to-promote-packaged-paneer/
PARLE-G – https://bestmediainfo.com/2021/01/parle-g-shows-emotional-intelligence-in-kids-in-its-latest-
campaign-gmanegenius/
PHILIPS AIR PURIFIER – https://www.allaboutoutdoor.com/news-detail.php?
mid=5567&keyword=OOH
SLEEPWELL MATTRESSES – https://www.financialexpress.com/brandwagon/ogilvy-delhi-bags-the-
creative-mandate-of-sleepwell/1916429/
BRITANNIA NUTRICHOICE – https://www.afaqs.com/news/advertising/britannias-new-ad-is-a-play-
on-the-product-name-nutrichoiceX
DETTOL –https://www.campaignlive.co.uk/article/dettol-looks-beyond-hygiene-new-brand-
campaign/1717953
SAVLON SPRAY –https://www.socialsamosa.com/2020/03/brand-saga-savlon-advertising-journey/
CRED –https://www.livemint.com/industry/media/behind-cred-s-viral-wacky-advertisements-digital-
savvy-writers-11618511281660.html
GOOGLE PAY –https://fb.watch/7iwpY0IzCj/
AXIS BANK –https://brandequity.economictimes.indiatimes.com/news/marketing/axis-bank-brings-its-
brand-philosophy-through-a-new-campaign/73695288
AIRTEL 5G –https://www.airtel.in/press-release/06-2021/airtel-new-brand-campaign-reinforces-Indias-
preference-for-network-quality
BUMBLE –http://brandequity.com/
ZOOM MEETINGS –
INSTAGRAM REELS –http://ogilvy.com/
WHATSAPP –https://m.economictimes.com/magazines/panache/whatsapp-rolls-out-its-between-you-
campaign-narrates-stories-about-how-indians-communicate-daily/amp_articleshow/76782836.cms
MI VACUUM MOP PRO –https://www.prmoment.in/pr-news/ruder-finn-wins-xiaomi-india-mandate
OLA ELECTRIC SCOOTER –https://m.economictimes.com/industry/services/advertising/leo-burnett-
orchard-bags-ola-account-for-brand-marketing-duties/articleshow/67893713.cms
MG MOTORS INDIA –https://brandequity.economictimes.indiatimes.com/news/advertising/its-a-human-
thing-to-evolve-for-mg-hector-2021/80348995
NOTO ICE CREAM –https://www.indiefolio.com/project/5e09941196434/noto-ice-cream-that-loves-you-
back
LENOVO –https://news.lenovo.com/pressroom/press-releases/lenovo-launches-vision-of-smarter-
technology-for-all-with-global-campaign/
AIRBNB –https://news.airbnb.com/made-possible-by-hosts-2/
PETA INDIA –https://www.petaindia.com/blog/peta-indias-im-me-not-meat-billboards-urge-people-to-go-
vegan/
MEESHO –https://www.adgully.com/tag/my-store-my-story
CRY –https://www.adgully.com/cry-with-lintas-live-launches-campaign-supporting-indian-girls-education-
102538.html
AMAZON –https://www.cnbc.com/amp/2019/02/20/amazon-ceo-jeff-bezos-this-choice-is-the-key-to-
success.html