Integrated Marketing Communications Targeting and positioning 3 Segmentation,
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Integrated Marketing Communications
Targeting and positioning
3 Segmentation
,
the Marketing Communications
planning framework…
1
2
3
4
5
6
context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation
push
pull
proGile
corporate
marketing
communications
resources scheduling
Fill, 2006
customer context...
segment characteristics
decision-‐making process
involvement perceived risk
awareness, perception and attitude
inGluence
DMU characteristics
bases for Consumer Segmentation
• Regional • National • International
Geographic
• Age • Gender • Family
Demographic
• MOSAIC • ACORN
Geo-‐demographic
• Income • Occupation • Education
• Religion • Race • Class
• Lifestyle • Personality
Psychographic
• BeneGits sought • Purchase occasion • Attitude
Behavioural
• Usage rate • User status • Loyalty
bases for Consumer Segmentation
different approaches... changing nature of disposable income
Family lifecycle
Ageing population
Gender roles
perceived risk…
held by consumers… not necessarily real performance
Ginancial
social
ego
physical
time
B2B segmentation...
demographic
operating variables
purchasing approaches
situational factors
personal circumstance
technology
volume
capabilities
BeneGit segmentation…
Segment by beneGits sought by consumers
transcends geographic and demographic
identify common characteristics
or usage patterns
MOSAIC
MOSAIC
ACORN
key considerations... avoid heavy stereotyping
don’t jump to conclusions
segmentation as a benchmark or guide
engage in proGiling where needed
targeting...
three key approaches
undifferentiated differentiated
concentrated
targeting...
choosing between these
three options
depends on
The degree to which the product/market can be considered homogeneous
how far the company will be stretched
how far the product is into its product life cy
cle
inGluences on targeting strategy…
market factors
needs and wants of end users
company market share
resources and capabilities
intensity of competition
economies of scale
positioning… products can be positioned in the market by f
ocusing on speciGic
factors such as…
features, beneGits or advantages
solutions presented
speciGic usage (occasions)
positioned against other products
class disassociation
perceptual map
high price
low price
high quality
low quality
cowboy brands premium brands
economy brands bargain brands
Other inGluences on positioning...
innovation
beneGits
age group targeted
innovation
features
style
perceptual mapping... think
why does the gap exist?
what are the reasons?
may need more research
positioning…
high price
low price
high quality
low quality
cowboy brands premium brands
economy brands bargain brands
the Marketing Communications
planning framework…
1
2
3
4
5
6
context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation
push
pull
proGile
corporate
marketing
communications
resources scheduling
Fill, 2006
promotional objectives...
avoid solely focusing on
sales
help to determine/clarify position
help highlight the balance of tactics needed
provide a time frame
provide a means of evaluation and measurement
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