Consumer Behaviour: a needs perspective.
‘Will it blend?’
Source: – ‘Consumer Behaviour: a needs perspective’ https://sites.google.com/site/cnsmrbhvr/consumer-needs/marketing-implications/case-studies
Maslow’s hierarchy of needs products examples
Blendtec is a division of K-Tec, Inc. and sells commercial and residential blenders. The company was founded in 1975 and it’s popularly known for its ‘Will it blend’ marketing campaign. Blendtec’s signature series and stealth line of blenders was awarded the 2013 Gold innovation award.
Explain how Maslow’s hierarchy of needs affects
The ‘Will it blend’ series (Blentec, 2013) is often viewed as a great example of a brand turning their marketing mateirals into something the consumers want to share. It features the simple premise of using one of the company’s blenders, to see if something seemingly difficult or impossible to blend, will blend. Items previously blended include everything from the latest iPhone to magnets, there is a particular focus on items in the zeitgeist or that are the topic of discussion at that moment in time. One such example is the blending of the much maligned vuvuzela that was discussed during the 2010 World Cup (VOA, 2010). The Blendtec blender has successfully blended everything to date with videos still ongoing.
How does maslow’s hierarchy of needs affect behavior
The end result is viral that is current and interesting; it makes consumers want to share it with each other. At the same time, they have put their product at the center of the campaign and made it look best in class, demonstrating the lack of risk associated with the product. Blendtec’s campaign exploits the fact that not many consumers know much about blenders; not many consumers have a favorite blender brand. By appealing to the mainstream in such a simple, yet interesting way, consumers are exposed to a brand of blender that holds a high level of social standing and carries no performance risk in that it will seemingly never fail to blend something. In this way Blendtec has grasped the consumer’s attention and provided a compelling argument to be the consumer’s favorite blender brand.
Here are some YouTube videos from the popular series ‘Will it blend?’ by Blendtec
“Will it blend? IPhone X” https://youtu.be/KWqw5SpITg8
“Will it blend? IPad” https://youtu.be/lAl28d6tbko
“Will it blend? Ford Fiesta” https://youtu.be/xRAz6fkr5RQ
Please answer the following questions based on the case study provided:-
- Provide some background information about the Company and the Brand given in the case study. How do you gauge the success of the ‘will it blend’ series and the role of creative marketing in this scenario[Around 880 words]
- Establish the role of marketing models with regard to the given organisation; you should include at least one model among (Porter’s Model, SWOT Analysis, and PESTLE) and at least one Model among (BCG Matrix, Ansoff Matrix and Product Life Cycle Model). [Around 1320 words]
References: You should use the Harvard Referencing System (HRS) correctly throughout in your case study.
