integrated marketing communications lecture 3
DESCRIPTION
Considering segmentation, targeting and positioning...TRANSCRIPT
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Integrated Marketing Communications
Targeting and positioning
3 Segmentation
,
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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
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customer context...
segment characteristics
decision-‐making process
involvement perceived risk
awareness, perception and attitude
inGluence
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
• BeneGits 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
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perceived risk…
held by consumers… not necessarily real performance
Ginancial
social
ego
physical
time
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B2B segmentation...
demographic
operating variables
purchasing approaches
situational factors
personal circumstance
technology
volume
capabilities
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BeneGit segmentation…
Segment by beneGits sought by consumers
transcends geographic and demographic
identify common characteristics
or usage patterns
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MOSAIC
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MOSAIC
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ACORN
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key considerations... avoid heavy stereotyping
don’t jump to conclusions
segmentation as a benchmark or guide
engage in proGiling where needed
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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 cy
cle
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inGluences 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 f
ocusing on speciGic
factors such as…
features, beneGits or advantages
solutions presented
speciGic usage (occasions)
positioned against other products
class disassociation
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perceptual map
high price
low price
high quality
low quality
cowboy brands premium brands
economy brands bargain brands
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Other inGluences on positioning...
innovation
beneGits
age group targeted
innovation
features
style
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perceptual mapping... think
why does the gap exist?
what are the reasons?
may need more research
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positioning…
high price
low price
high quality
low quality
cowboy brands premium brands
economy brands bargain brands
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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
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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