Hello, welcome to the segment "The Mini VSA Module of target consumer". In this segment we are going to talk about how to connect the behavior of your target consumer with your marketing vision strategy in action. The VSA that we learned before is a dominant VSA and within this dominant VSA you can find these more individual VSAs, what I call mini VSA modules. So you can imagine it as if it were a Lego toy, where you have these building blocks, so you have to form these blocks with elements like marketing studies, with segmentation and positioning selection, and with consumer behavior. Then, we will have to maintain that paradigm of vision, strategy and action, although we are much more focused in consumer behavior, a microanalysis. And, as in the VSA segment, the key criterion for measuring whether a VSA is good or not, is leveling. Well, this is what it looks like and we see that although it does not say vision at the upper level, we have the response of the main target consumer and these are the kind of answers that we want to obtain from our consumers objectives. It can be sales or related sales, responses from consumers, associated sales, reference too. Then there are the underlying middle constructs, and this is much more like a kind of understanding. Although the objective answers were on the surface, we must know what motivates this type of answers. Agents such as conscience, such as a list of brands considered, that is, consideration set. So put your learning of consumer behavior to good use in this, these are mostly the types of hidden constructs and at the base level is where we obviously have to level this with the type of marketing actions we can perform. The four P's, which represent the product, price, promotion, or specific advertising, and of course, the place. So let's think about the mini VSA of consumer bahavior in the context of a specific company, the company called Flipkart India. It is an e-commerce company, founded in 2007 and together with Snapdeal are surpassing giants like Amazon in India and its target net merchandise value in 2015 was 8 billion. They have become very aggressive marketing experts, to the point of organizing a large daily sale of a billion, and last year, on that day they recorded over 100 million in sales in just one day. Thanks to my students of marketing science at Nanyang Tech University, in Singapore. They put this mini VSA of the target consumer of Flipkart and there are many details involved, but they have focused on the key answers of consumers and the greatest initiative here is that although this is an online topic, they want to motivate people to experience it in a pragmatic way, that is, offline. So consumers do not just respond through the internet, but also outside the internet, with kiosks, for example. And they have identified other answers, obviously they bought through Flipkart, then, this vision has to be linked with the motivations beneath the surface. So especially online they really want to use offline media, with a physical store for people to experience that. So it's really about the definition between categories how people pose the problem. So the definition of the problem here can be the key construct at stake and the way to educate people, and the key word here is to educate, it can be outside of the online media as well. And all this leads to the fact that although India has the third largest number of Internet users in absolute numbers, in terms of the percentage of households that have access to the internet, It is still very, very low. Again, although this is an internet issue, a lot of marketing, in fact, is carried out outside of the internet, including perhaps media such as television, but many of the other components are much more high-tech. Well, this is just a summary of my comments on their proposal, so you can consider it as almost some kind of flipped O2O, which means Online to Offline, and this is actually more Offline to Online. And it's about the primary demand, competition between categories, between retail sales outside of the internet and online, because many people have not experienced online shopping yet. The proposal here recommends that they can perform that through stores, outside the internet. And that reflects the multichannels, like the banks here in Korea, that use a virtual teller machine. So you can go to the bank and you can interact with the cashier even if he or she is not there. There is a feeling of confidence that reassures you in your new experience of doing something outside the internet, such as borrowing money, which you can request by means of these offline and online combinations, O2O multichannels. So we have this sequence of worrying about primary demand first and then about selective demand. Because the problem of selective demand can be addressed after you solve the problem outside the internet. And perhaps the most revolutionary element here is m-commerce, even in India, replacing e-commerce. The fact that everybody, not everybody yet, but soon everyone will have a smartphone, implies that maybe I can go directly to m-commerce. Why not? Because mobile communication is a type of built-in infrastructure, it is an infrastructure ready to be used by consumers.
