Posts Tagged ‘brand heritage’

The role of the ego-states becomes a factor to consider by the marketer. Just as the consumer wants to satisfy the demands of each of his egos, so does the marketer need to assure that satisfaction; i.e. successful sales depend on addressing the needs of the Id and the Superego while providing the Ego enough reasons to choose between these extremities.

We gave the example in the previous post of how you might zero-in on your new Ferrari: The Id might want to choose the emotive (brand/heritage) and the sensorial (upholstery and color), while the Superego would come into play in choosing the factors that are beyond our control – the after-sales service, the condition of the roads where it will be driven, and others. In short – the Id would choose the irrational or the self-satisfying, while the Superego would choose through logic and on the basis of extraneous factors. Here, again, the Ego would come into play in weighing the pros and cons of the demands posed by either of the other two.

A lot of this satisfaction depends, of course, on the nature of the product. Staying with our given example, we do find that Ferraris come in colors that you wouldn’t find on a sedan – red, yellow and orange are part of the Id satisfaction in a Ferrari, black and mint-green aren’t! Even when delivered to the client, Ferrari, like most cars in that price range, makes a ceremony around the event – the Id is satisfied all the way through. Of course, in the event of a breakdown, here too the issues related to the Superego (after-sales service) are conducted in a manner that adds to the Id-satisfying Ferrari experience: the repair team comes to your house, and leaves you a replacement.

At another, more everyday level, we spoke earlier of how choosing between chocolates would depend on whether we want to consume it ourselves in the next 10 minutes (Id-satisfaction) or offer it to our in-laws-to-be (Superego satisfaction – extraneous needs coming first). The marketer would provide you with both options, and this would reflect in all aspects of the product – right down to whether or not you find it in the exiting aisles of the store, or in the interior, perhaps next to other gifts.

These are the questions to ask: In how many ways can my product serve as an Id-, Ego-, or Superego-satisfier? What aspects can we change, modify or promote to push it in a particular direction?

Necessarily, the responses to the questions will have implications on the many P’s of marketing.

Which brings us to the question: How are the 3 ego-states related to the pricing of a product?

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