Download Targeting & Segmentation

Target Marketing &
Segmentation through
Research
Objectives for Doing
Research

To help define positioning and strategy

To provide a basis for making decisions
about campaign ideas

To provide a basis for final decisions about
the suitability of a campaign to run

To help advertisers understand the impact
of advertising after it has run
When To Research?:
Planning Stage Research

The objectives at this stage are to identify
At whom should the advertising be aimed?
1.
•
Helps marketers develop a “richer” target market
profile
What makes our product unique?
2.
•
Important attributes; usage occasion; etc.
Distinguishing Target Markets
from Market Segments

A market segment is a sub-population of a
target market

Members of a market segment share
similarities with members within the group

However, they differ on a specific criteria
from the larger target market
Criteria For Segmentation

Unique


Sizable

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Important distinctions can be made in terms of
targeting variables
The segment is large enough to be profitable
Reachable

Consumers in the segment can be reached by
an appropriate marketing mix
When To Research?:
Planning Stage Research
3.
What is the product/brand’s intended
effect on the target market?
–
–
Helps marketers identify benefits to the
target market
Helps to develop a brand positioning
Facilitated with Consumer
Insights

A “nugget” of information that helps
the marketer understand the
consumer more deeply, simply, or
clearly

It has the potential to competitively
distinguish one brand from another
Where Do They Come From?

Insights originate from a consumer
perspective

Opportunities for generating insights may
include:







experience
attitudes
values
needs
perceptions
feelings
Others
Discovering Brand
Positioning Opportunities

Research facilitates discovering of the
brand positioning opportunity

That point or place where a the
consumer insight connects with the
brand insight

An understanding of what the brand
offers that the consumer values
When To Research?:
Planning Stage Research
4.
What is marketing communication’s
intended effect on the target audience?
•
•
•
What should be said? (message)
How should it be said? (tone, delivery)
Where/when should it be said (media
placement)
When To Research?:
Campaign Development

During the pre-testing stage,
research can facilitate direction in
terms of

Creative Ideation

Conceptual development (roughs)

Copy development (communication)
When To Research?: Copy
Testing Stage

Do marketing communications address
the proposed communication strategy?

Recall: Jenny Craig Example
 “Willpower
in my pocket”
When To Research?: Posttesting

After advertising or marketing
communication exposure, results
should be tracked against marketing
and communication objects to aid in
understanding what worked and what
didn’t.
Caveats for Research

Advertising’s effectiveness can not be
evaluated in a vacuum (remember there
are intervening variables)

Copy testing is an aid to decisions, it
should not be the decision in an of itself.