Segmentation, Targeting and Positioning...

1. Integrated Marketing Communications
Targeting and positioning
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Segmentation,

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context analysis
promotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation

3. customer context...
segment characteristics
decision-making process
involvement
perceived risk
awareness, perception and attitude
influence
DMU characteristics

4. …bases for Consumer Segmentation
• Regional
• National
• International
Geographic
• Age
• Gender
• Family
Demographic
• MOSAIC
• ACORN
Geo-demographic
• Income
• Occupation
• Education
• Religion
• Race
• Class

5. • Lifestyle
• Personality
Psychographic
• Benefits sought
• Purchase occasion
• Attitude
Behavioural
• Usage rate
• User status
• Loyalty
…bases for Consumer Segmentation

6. different approaches...
changing nature of disposable income
Family lifecycle
Ageing population
Gender roles

7. perceived risk…
held by consumers… not necessarily real
performance
financial
social
ego
physical
time

8. B2B segmentation...
demographic
operating variables
purchasing approaches
situational factors
personal circumstance
technology
volume
capabilities

9. Benefit segmentation…
Segment by benefits sought by consumers
transcends geographic and
demographic
identify common characteristics
or usage patterns

11. MOSAIC

12. ACORN

13. key considerations...
avoid heavy stereotyping
don’t jump to conclusions
segmentation as a benchmark or guide
engage in profiling where needed

14. …chips!

15. targeting...
threekey approaches
undifferentiated
differentiated
concentrated

16. 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 cycle

17. influences on targeting strategy…
market factors
needs and wants of end users
company market share
resources and capabilities
intensity of competition
economies of scale

18. positioning…
products can be positioned in the market by focusing on specific
factors such as…
features, benefits or advantages
solutions presented
specific usage (occasions)
positioned against other products
class disassociation

19. perceptual map
cowboy brands premium brands
economy brands bargain brands

20. positioning…

21. Other influences on positioning...
innovation
benefits
age group targeted
innovation
features
style

22. perceptual mapping...
think
why does the gap exist?
what are the reasons?
may need more research

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context analysis
promotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation