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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?