This analyzes the successful marketing reforms for the Panasonic Lambdash Palm In shaver, a premium product that achieved high sales by avoiding price competition in a stagnant market.

This strategy is built upon a three-tiered hierarchy of customer needs: 1) Get (the desire to own the item), 2) Do (the functional use or achievement, like getting a close shave), and the deepest layer, 3) Be (the pursuit of an ideal self or desired state of being). While traditional competitors focused on meeting Do needs, Panasonic repositioned the shaver as a "stylish gadget" and object d'art, fulfilling the Be need by allowing owners to express their sophisticated sense and lifestyle. This focus on emotional value justified the high price point and proved that addressing the most profound needs grants manufacturers greater pricing power.

The overarching conclusion is that creating true customer value requires understanding the customer's entire context—their situation and psychological state—to deliver genuinely meaningful benefits.