integrated marketing communications lecture 3

Integrated  Marketing  Communications  

Targeting  and  positioning  

3  Segmentation

,    

the  Marketing  Communications  

planning  framework…  

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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