imc lecture three
TRANSCRIPT
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Integrated Marketing Communications
Customers… Segmentation, Targeting and positioning
3Context Analysis
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context analysispromotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
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external (macro) context…
present organisations with opportunities and threats
political
economic
social
technological
environmental
legal
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customer context...
segment characteristics
decision-making process
involvement
perceived risk
awareness, perception and attitude
influence
DMU characteristics
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…bases for Consumer Segmentation
• Regional
• National
• International
Geographic
• Age
• Gender
• Family
Demographic
• MOSAIC
• ACORN
Geo-demographic
• Income• Occupation• Education
• Religion• Race• Class
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• Lifestyle
• Personality
Psychographic
• Benefits sought
• Purchase occasion
• Attitude
Behavioural
• Usage rate• User status• Loyalty
…bases for Consumer Segmentation
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different approaches...
changing nature of disposable income
Family lifecycle
Ageing population
Gender roles
technology
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perceived risk…
held by consumers… not necessarily real
performance
financial
social
ego
physical
time
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Benefit segmentation…
Segment by benefits sought by consumers
transcends geographic and demographic
identify common characteristics
or usage patterns
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B2B segmentation...
demographic
operating variables
purchasing approaches
situational factors
personal circumstance
technology
volume
capabilities
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CAMEO
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key considerations...
avoid heavy stereotyping
don’t jump to conclusions
segmentation as a benchmark or guide
engage in profiling where needed
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…chips!
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targeting...
three key approaches
undifferentiated
differentiated
concentrated
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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
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influences on targeting strategy…
market factors
needs and wants of end users
company market share
resources and capabilities
intensity of competition
economies of scale
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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
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perceptual map
cowboy brands premium brands
economy brands bargain brands
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positioning…
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Other influences on positioning...
benefits
age group targeted
innovation
features
style
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perceptual map
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perceptual mapping...
thinkwhy does the gap exist?
what are the reasons?
may need more research
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1
2
3
4
5
6
context analysispromotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
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stakeholder context...
Which publics are important to the firm’s operations?
How strong are company-stakeholder relationships?
What is the impact of corporate actions on these publics?
Are they increasing or decreasing in importance?
What actual or potential impact could they have on the business?
What are the interests of each relevant public?
Which groups pose a threat and which an opportunity?
What are their communications needs?
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Business context...
corporate strategy and plans
marketing strategy and plans
communications strategy
Brand analysis
Competitor analysis
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internal context...
financial constraints
culture, values and beliefs
marketing expertise
agency relationships