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Intro analysis for target audience segmentation

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Intro analysis for target audience segmentation

  1. 1. Introduction toAnalysis for selectingTarget Audience &Segmentation CommunicationKnowledgeCenter@Outlook.com
  2. 2. How does segmentationwork? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
  3. 3. Focus your communication• Time, money and other resources are limited.• Therefore, make choices: what effects are necessary and realistic?• What effect is necessary to solve the problem?• What is the problem?• Can we solve this problem with communication? CommunicationKnowledgeCenter 3
  4. 4. Situation Analysis• What is the Organizational • general public does not drive problem? safely; sales too low; etc.• Whose problem is this? • organization/ division/ brand/ manager/ etc.• Who influence this • citizens/ journalists/ etc. + problem? other organisations• Who influence these • influencers: opinion leaders, people? etc.• How can Communication • influence citizen, influencers, help to solve this problem? etc. => change knowl., att., behavior.• What is the • citizens’ posit. att. towards Communication problem? drinking & driving; etc. CommunicationKnowledgeCenter 4
  5. 5. The organizational problem• The organization has a reason to exist. Often this is expressed in its mission and/ or vision, or organization objective.• Example: maximizing shareholder value/ making the best products/ making our customers happy.• In order to reach its objective, the organization has to win support from people and minimize opposition. CommunicationKnowledgeCenter 5
  6. 6. Field of Forces CommunicationKnowledgeCenter 6
  7. 7. How does segmentationwork? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
  8. 8. Field of Forces for Unilever Labour unions personnel press consumers suppliers General public shareholders government competitors CommunicationKnowledgeCenter 8
  9. 9. Field of Forces & Brands Labour unions consumers personnel press suppliersGeneral public shareholders government competitors CommunicationKnowledgeCenter 9
  10. 10. Stakeholders:• ‘Stakeholders (…) have an influence on the organisation or are influenced by it… ‘(Vos 2011 p 21) CommunicationKnowledgeCenter 10
  11. 11. Marketsegmentation:• ‘Market segmentation should ideally lead to more homogeneous subgroups in that the members of one group should react in the same way to marketing stimuli and differ in their reactions to these stimuli from the members of other segments.’(De Pelsmacker 2004 p 108) CommunicationKnowledgeCenter 11
  12. 12. Receivers CommunicationKnowledgeCenter 12
  13. 13. Group of receivers CommunicationKnowledgeCenter 13
  14. 14. …analysing leads to… CommunicationKnowledgeCenter 14
  15. 15. … target audiences… CommunicationKnowledgeCenter 15
  16. 16. Roles in decision-making (Vos 2011 p140)• Initiator: proposes buying a certain brand.• Influencer: uses information to promote or prevent the purchase of a brand.• Decision-maker: takes the final decision about the purchase.• Buyer: effects the purchase.• User: the one, in the end, uses the branded product. ‘User’ can also be seen as ‘second user’, such as ‘passive smoker’, ‘garbage man’, or the whole recycling process, or even the whole society, or the world including nature. CommunicationKnowledgeCenter 16
  17. 17. 6 online profiles ofinternet users:Li & Bernoff (2008) Groundswell. Harvard.1. Creators: make content (weblog etc.)2. Critics: react on blogs etc.3. Collectors: use RSS feeds etc.4. Joiners: use social media5. Spectators: reed blogs, peer-to-peer reviews, listen podcasts etc.6. Inactives: internet users who don’t use social media CommunicationKnowledgeCenter 17
  18. 18. How does segmentationwork? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
  19. 19. Field of Forces:Outside-in or inside-out?Why? CommunicationKnowledgeCenter 19
  20. 20. Receiver’s ‘field-of-forces’ Social environment Media environment CommunicationKnowledgeCenter Helps to find touch points. 20
  21. 21. Fields of Forces:inside-out & outside-in S R CommunicationKnowledgeCenter 21
  22. 22. Dynamic environment CommunicationKnowledgeCenter 22
  23. 23. How does segmentationwork? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
  24. 24. Target group segmentation Splitting up of a heterogeneous target group into more homogeneous target groups that can be approached with a specific communication means. (Vos 2001) Describe the characteristics of your target group: General characteristics Domain characteristics Brand characteristics CommunicationKnowledgeCenter 24
  25. 25. Describe the characteristicsof your target group. General characteristics: More or less permanent characteristics of the consumers (Vos 2001) divide market into regions, age-groups etc. Domain characteristics/ subject specific characteristics: related to product-use divide market into purchase & use behaviour (also: roles) Brand characteristics: concerns buying & using the brand divide market into loyalty, beliefs, etc. concerning the brand CommunicationKnowledgeCenter 25
  26. 26. Find relevant characterisitcs:inside-out & outside-inCharacteristics of brand/ Characteristics of targetproduct/ service group• News & Information • 25 – 35 years old• From your country • Expat General Characterisitics• In your language • International + Interested in: • Listening Domain / Subject • News & Specific Information Characterisitics • Own country CommunicationKnowledgeCenter 26
  27. 27. General characteristics Age Gender Postal code Salary Religion Media use Product ownership … CommunicationKnowledgeCenter 27
  28. 28. Domain characteristics Involvement with all the products in this branch Knowledge of the product in general Opinion about important characteristics of the products in this branch Need for this kind of product … CommunicationKnowledgeCenter 28
  29. 29. Br and char acteristics Brand awareness Knowledge about the brand Attitude towards the brand Behaviour: do they buy the brand? … CommunicationKnowledgeCenter 29
  30. 30. Even more receiver-oriented: Brain-styles CommunicationKnowledgeCenter 30
  31. 31. Motivaction typology (example)http://www.motivaction.nl/http://www.motivaction.nl/204/Segmentatie/Segmentatie-op-maat/EtnoMentality/ CommunicationKnowledgeCenter 31
  32. 32. How does segmentationwork? Choose stakeholder group that influences problem most: consumers/ journalists/ politicians/ employees/… In marketing the consumers often are the marketing target group. Analyze and find roles within this group and opinion leaders for this group. Analyze who should influence who in order to reach the planned effect. Choose the communication target group. Research the characteristics of the communication target group, conclude
  33. 33. Stakeholders, marketing, communication, Everyone who can have an influence on segments Stakeholders the organization Marketing Communication audiences audiencesThose who could be Those who could beinfluenced by influenced bymarketing: 5P’s communication: KAB Segments People with very CommunicationKnowledgeCenter 33 similar characteristics.

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