GOODPEOPLE

No Endless Desire
Nothing changes if thinking doesn't change
Gao Rui; Chen Mengqian; Gan Dongyan

2011

M.U.S.T.

Consumer Behavior MKT302 Class D03

MACAU UNIVERSITY OF SCIENCE AND TECHNOLOGY FACULTY OF MANAGEMENT AND ADMINISTRATION

GOODPEOPLE
By Gao Rui 0909853G-B011-0645 Chen Mengqian 0909853F-B011-0410 Gan Dongyan 0909853F-B011-0211

LECTURER:
Jiang Ling

2011.11.03
DECLARATION. I confirm that the material contained in this assignment is my own and has not been submitted in any other subject or course. I am aware of plagiarism and its penalties and have acknowledged all material and sources used in the preparation of this paper. Students Signature : _______________

No Endless Desire
Introduction
Even we are not really sure about how things going on between generate and regenerate. We still had our lives just getting by but not care much about the improvement of things that we have to pay a little bit of attention. So its hard to make people understand why it doing like this. If the idea just keeps constantly lasting, then everything will stay remained. To ensure the freshness that this project will bring to you, we explain it later on. GOODPEOPL, an underwear firm that founded in early 1990s, which shock the buyers because of the maiden work discovered in the meanwhile James Dean. With time goes on, GOODPEOPLE published their second serious of design after stably kept part of the market with the name Bodyguard. And closely at the next year, Don&Dons out of secret to people with freshness. A nearly 10-year interval came and gone, which means people would change a lot and update fast forward, eventually published Yes in 2004 and Sexy Cookies in 2005.

To Classify Product Maslows Hierarchy of Needs

Awareness and sensitivity to wearing and hiding is the common need that people want to be satisfied. These five serious perfectly combined together and reflects to the progress of how the human psychology developed. We definitely need to obtain the sense of freshness to achieve and pursuit the curiosity. (1) Physiological needs. In the hierarchy-of-needs theory, physiological needs are the first and most basic level of human needs. At the beginning of human race process, they didnt know what is wearing. Gradually, they started to learn how to hide the flesh and wear. They know wearing. Therefore, weve already catch the meaning of underwear in our daily life. Due to Don&Dons publication, its been satisfied customers most basic need, a need that only achieve that people need it. The level of Don&Dons is fully appropriate this physiological needs. And its straight and forward of the outlook of Don&Dons. (2) Safety needs. After the first level of need is satisfied, safety and security needs become the driving force behind an individuals behavior. Health and the availability of health care are important safety concerns. Bodyguard plays the important role of taking good care of females breasts. To compare with Don&Dons, this level of underwear gives more softness and stability on its products. This improvement made this company get another part of consumers who pursuits healthiness. In the meanwhile, Bodyguard also contains smart and fashion element. (3) Social needs. Furthermore, people would seek warm and satisfying human relationships with other people and are motivated by love for their families. And because of the social motivation plays a vital part in the society, there are lots of advertises of many product categories emphasize this appeal in their advertisements.

James Dean, the maiden work of GOODPEOPLE, which made the company well known of others, absolutely has its potential factor of an inexhaustible power. It has greatly influenced by involved the concept of families clothes and lovers clothes. And also because of this act, this company hit the target and explosively caught peoples eyes in Korean market at that time. To keep this serious of products classically and to innovate it, GOODPEOPLE paid much attention about the joint of color and the designing. (4) Egoistic needs. When social needs are more or less satisfied, the fourth level of Maslows hierarchy becomes operative. These needs can take either an inward or an outward orientation, or both. Outwardly directed ego needs include the needs for prestige, reputation, status, and recognition from others. So GOODPEOPLE published the most famous serious in these five within 2004 Yes. Before this, it has a 10-year interval, which peoples thinking wound change in this period with modern technology. Then Yes was set its target market as 19~25 year-old girls, an age-group that needs to show their beauty further. After all, its worthwhile to do everything to achieve that goal although spent a lot of cash. We could say, GOODPEOPLE is such a genius that figure out a way to partly hidden and partly visible the underwear bra. (5) Need for self-actualization. The next is the highest need of five. This need refers to an individuals desire to fulfill his or her potential to become everything he or she is capable of becoming. Refer it as a sensitivity could be fulfilled by others, it is truly need a different way to show some special. Up to now, Sexy Cookies is the latest serious and harshly exposure in crowded. Its known, the modern females need to perfectly outperform their inner beauty deep in heart. By the time, it still gives more dignity and luxury factors in this kind of bra. This serious plays the historical role in the whole process. Now, we have already classified it.
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Some Other Aspects of GOODPEOPLE

Although it has a five-level serious of production, it didnt mean that its strong and well enough to compete with other brand of underwear. To describe one of the powerful opponents of GOODPEOPLE Triumph, which has its history more than a hundred years and famous in all over the world. So this brand also has its main serious James Dean. This is the driving kind of product that kept the company going forward step by step. By its first version of work and innovate it with the special colours and self-classical, it constantly caught customers eyes. Under this situation, GOODPEOPLE was listed in NASTQ with the firmly basic of James Dean making profit.

Discussion
In summary, let us look back on the history that GOODPEOPLE has been through, they are surely have their way to earn marketers respect, for example, the strategy, the detail of works, etc. Nothing changes if thinking doesnt change. And a little bit change of work, bring out a brighter future of human race.

References
Leon G. Schiffman & Leslile Lazar Kanuk, Consumer Behavior 9ed, Ch4