Creating a good marketing strategy is not simple. Marketing is more than creating catchy phrases, cutting-edge graphic design, and having the right distribution strategy; it is about making people unhappy. Some marketers might ask, does marketing really create needs? Well, the truth is, marketing does not create needs. People already have needs that marketers need to identify and explore.

Think about BMW’s strategy and their catch phrase: The Ultimate Driving Machine. People no longer feel as if their Toyotas and Hondas are enough once they see BMW’s ads. In other words, they become very unhappy with their vehicles and even their social status. They strive to get one of these BMWs these days. And the ultimate irony is that the basic marketing message that BMW is sending to consumers is prestige, satisfaction, and happiness.

Likewise, this type of concept also works well in selling consumer goods. Why do you think health foods go off the shelves faster than ever before? Notice that the marketing messages being perpetuated by these companies focus on making the consumer feel fat and unsure of themselves. They want to feel thin, sexy, and happy just like the model they see on television and in a newspaper.

Now, let us look further into this by analyzing Maslow’s hierarchy of needs in marketing:

· Physiological needs – these are basic needs such as food, shelter, clothing, and sleep.

· Safety needs – physical safety and health

· Belonging – being part of society and being loved by others

· Esteem needs – the need to feel respected

· Self-actualization needs – contributing for the betterment of society or spiritual growth

It is important for marketers to understand this hierarchy to become good at what they do. You cannot make people in the “physiological needs” stage feel unhappy no matter what kind of car you’re selling. People at this stage are concerned about survival; they can’t afford or care about luxury. Targeting people in the “esteem” stage can prove to be more effective because they can easily be made unhappy if they’re not “in” with the latest trends.

The whole role of the marketing is to look for gaps between people’s needs and the available products and services in the market. Create a product that can fill the gap and people start feeling unhappy when they don’t have your product.

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