Integrated Marketing Communications Targeting and positioning 3 Segmentation,
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Integrated Marketing Communications
Targeting and positioning
3Segmentation,
the Marketing
Communications planning framework…
1
2
3
4
5
6
context analysispromotional objectivespromotional strategy
coordinated communications mix
implementationControl and evaluation
push
pull
profile
corporate
marketing
communications
resources
scheduling
Fill, 2006
customer context...
segment characteristics
decision-making process
involvement
perceived risk
awareness, perception and attitude
influence
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
• Benefits 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
financial
social
ego
physical
time
B2B segmentation...
demographic
operating variables
purchasing approaches
situational factors
personal circumstance
technology
volume
capabilities
Benefit segmentation…
Segment by benefits sought by consumers
transcends geographic and demographic
identify common characteristics
or usage patterns
MOSAIC
ACORN
key considerations...avoid heavy stereotyping
don’t jump to conclusions
segmentation as a benchmark or guide
engage in profiling where needed
…chips!
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 cycle
influences 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 focusing on specific factors such as…
features, benefits or advantages
solutions presented
specific 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
positioning…
high price
low price
high quality
low quality
cowboy brands
premium brands
economy brands bargain brands
Other influences on positioning...
innovation
benefits
age group targeted
innovation
features
style
perceptual mapping...
thinkwhy does the gap exist?
what are the reasons?
may need more research
the Marketing
Communications planning framework…
1
2
3
4
5
6
context analysispromotional objectivespromotional strategy
coordinated communications mix
implementationControl and evaluation
push
pull
profile
corporate
marketing
communications
resources
scheduling
Fill, 2006
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