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Transcript
PRA405 Campaign
Design in IMC
Identifying the Target
Audience
Who are we talking to?...
Steps in Designing IMC Campaign
Step 1. Situational analysis
Step 2. Identifying the target audiences
Step 3. Setting objectives
Step 4. Strategic decision-making
Step 5. Operational decision-making
Step 6. Setting the budget
Step 7. Implemantation
Step 8. Campaign evaluation.
Identify Target Audience
Includes assessing the audience’s
perceptions of the company, product, and
competitors’ company/product image
Affects decisions related to what, how,
when, and where message will be said,
as well as to whom will say it
Identify Target Audience
1. Who exactly are the consumers most
likely to become users of a brand?
2. What do they like?
3. Where are they located?
4. How can they be reached most efficiently
with marketing communications tools?
5. When is the best time in the consumer’s
life to apply the tools?
Target Audience
Women between 25-54 years old
Working
Salary 30.000$ +
Having a child above 12 years old
Watching channel ATV
Determined Target
Audience
Target Audience
•
•
•
•
A, B1, B2, C1, C2 SES mothers with 0-5 age child
and who really cares the baby care.
Pediatricians
Experts (Pharmacist, pregnancy consultants...)
Youngs between 12-18 ages who are trend
followers in parfume world.
The Target Marketing Process
Identify
Identify markets
markets with
with unfulfilled
unfulfilled needs
needs
Determining
Determining
market
segmentation
Determining
market
____________
Determiningmarket
market____________
segmentation
Selecting
Selecting
market
market
to
to
Selecting
Selecting
market
market
to _________
_________
to target
target
_________through
_________through marketing
marketing strategies
strategies
Related concepts
Market Segmentation: The process of dividing
a market into homogeneous segments using
one or two range of possible alternative
segmentation method, each segment being
composed of customers or consumers sharing
similar characteristics.
Targeting: The selection of one more marget
segments.
Positioning: The relative perceptual position of
one brand compared with competing brands.
Related concepts
Market Segmentation
Positioning
1. Identification of customers‘
needs and market segments
5. Identification of differential
advantages in each segment
2. Develop profiles of
resulting market segments
6. Development and selection
of positioning concepts
Identification of Target
Markets
Marketing Planning
3. Evaluation of attractivity of
each segment
4. Selection of target
segments
7. Development of a marketing
mix for each segment
according to the chosen
position
Market Segmentation
• Segmentation of markets into homogenous
groups of customers, each of them reacting
differently to promotion, communication, pricing
and other variables of the marketing mix.
• Market segments should be formed in that
way that differences between buyers within
each segment are as small as possible.
• Every segment can be addressed with an
individually targeted marketing mix.
Market Segmentation
• Measurable
• Relevant
• Accessible
• Distinguishable
• Feasible
Consumer Segmentation
Based on:
– Demographics
– Geographics
– Geodemographics
– Psychographics
– Behavioural
– Beneficial
Consumer Segmentation
Based on:
– Demographics:
consists of dividing the
market into groups
based on variables
such as age, gender,
family size, income,
occupation, education,
religion, race and
nationality etc.
Consumer Segmentation
Based on:
– Geographics: Certain countries,
regions, etc. are assumed to have
common characteristics which
influence buying attitudes. In
international marketing -----=
characteristics as population,
income per head, trade carried out
by the country, as well as tastes,
and the nature of competition in the
market (postcodes, city-townvillage, region, density, climate etc.)
Consumer Segmentation
Based on:
– Geodemographics:
The segmentation of
consumers where (and
how) they live-using
demografic data to
clasify neighbourhoods
Consumer Segmentation
Based on:
Psychographics:
Psychographic segmentation
is concerned with identifying
personality traits and
distinguishing characteristics
in groups of the population.
Examples are young and
outgoing (for the sale of new
forms of music) or grey and
conservative (for classical
and 60s music). (personality,
values, lifestyle, attitudes,
motivations, interest,
opinions, etc.)
Highly adventurist,
enterpreneurial and
free-spirited
achievers
Consumer Segmentation
Based on:
– Behavioural: looks at consumer behaviour
patterns - frequent/infrequent purchase, loyalty to
a product etc. (benefits sought, purchase
occasion, usage, buyer readiness stage,
perceptions and beliefs).
Consumer Segmentation
Based on:
– Benefit segmentation divides markets on the
basis of the specific benefits or outcomes
consumers want from a product or service.
Segmentation Example
An example of a particular luxury hand-cream product
segmentation results may show:
• Who would be able to afford it would lead to certain
income groups would apply
• A higher majority of females may be more likely to
purchase the hand cream. These are shown as “Home
makers” within the census.
• The product may possibly appeal to drivers between
the ages of 30-50+ with no children
• Certain occupations may be more likely to use the
cream. For example gardeners, water users and other
dry conditioned occupations etc.
Market Targeting
An analysis of a market might identify a
range of segments that could offer
potential to the organisations.
Determining How Many Segments to
Enter
• Undifferentiated (Mass Marketing)
All consumers have similar needs for a
specific kind of product. Homogeneous
market, or demand is so diffused it is not
worthwhile to differentiate, try to make
demand more homogeneous.
Single MM consists of:
– 1 Pricing strategy
– 1 Promotional program aimed at everybody
– 1 Type of product with little/no variation
– 1 Distribution system aimed at entire market
Determining How Many Segments to
Enter
Differentiated marketing
• Involves marketing in a number of
segments, developing separate marketing
strategies for each.
A Product for Every Segment
Determining How Many Segments to
Enter
• Concentrated (Target Marketing) Marketing:
Large share of one or a few sub-markets. Good
when company’s resources are limited
Positioning
Simply, positioning is how your target market
defines you in relation to your competitors.
A good position is:
1. What makes you unique
2. This is considered a benefit by your target
market
It’s the way we want consumers to think
(rational side) and feel (emotional side)
about the brand
Developing a Positioning Strategy
What
What
position
do
What
position
do
What position
position do
do
we
have
now?
we
have
now?
we
we have
have now?
now?
Does
Does our
our creative
creative
strategy
strategy
match
match it?
it?
What
What position
position do
do
we
we want
want to
to own?
own?
The
The
Position
Position
Do
Do
we
have
the
Do we
we have
have the
the
tenacity
tenacity
to
stay
tenacity to
to stay
stay
with
with
it?
with it?
it?
From
From whom
whom
must
must we
we win
win this
this
position?
position?
Do
Do we
we have
have the
the
money
money to
to do
do the
the
job?
job?
Positioning Strategies
How should
we position?
By
By Attributes
Attributes and
and Benefits?
Benefits?
By
By Price
Price or
or Quality?
Quality?
By
By Use
Use or
or Application?
Application?
By
By Product
Product Class?
Class?
By
By Product
Product User?
User?
By
By Competitor?
Competitor?
By
By Cultural
Cultural Symbols?
Symbols?