Integrated Marketing Communications

Targeting and positioning

3Segmentation,

the Marketing

Communications planning framework…

1

2

3

4

5

6

context analysispromotional objectivespromotional strategy

coordinated communications mix

implementationControl and evaluation

push

pull

profile

corporate

marketing

communications

resources

scheduling

Fill, 2006

customer context...

segment characteristics

decision-making process

involvement

perceived risk

awareness, perception and attitude

influence

DMU characteristics

…bases for Consumer Segmentation

• Regional• National• International

Geographic

• Age• Gender• Family

Demographic

• MOSAIC• ACORN

Geo-demographic

• Income• Occupation• Education

• Religion• Race• Class

• Lifestyle• Personality

Psychographic

• Benefits sought• Purchase occasion• Attitude

Behavioural

• Usage rate• User status• Loyalty

…bases for Consumer Segmentation

different approaches...

changing nature of disposable income

Family lifecycle

Ageing population

Gender roles

perceived risk…

held by consumers… not necessarily real

performance

financial

social

ego

physical

time

B2B segmentation...

demographic

operating variables

purchasing approaches

situational factors

personal circumstance

technology

volume

capabilities

Benefit segmentation…

Segment by benefits sought by consumers

transcends geographic and demographic

identify common characteristics

or usage patterns

MOSAIC

ACORN

key considerations...avoid heavy stereotyping

don’t jump to conclusions

segmentation as a benchmark or guide

engage in profiling where needed

…chips!

targeting...

three key approaches

undifferentiated

differentiated

concentrated

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

influences on targeting strategy…

market factors

needs and wants of end users

company market share

resources and capabilities

intensity of competition

economies of scale

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

perceptual map

high price

low price

high quality

low quality

cowboy brands premium brands

economy brands bargain brands

positioning…

high price

low price

high quality

low quality

cowboy brands

premium brands

economy brands bargain brands

Other influences on positioning...

innovation

benefits

age group targeted

innovation

features

style

…chunky

…fries

Quality of toppings

Quality of chips

perceptual map

perceptual mapping...

thinkwhy does the gap exist?

what are the reasons?

may need more research

the Marketing

Communications planning framework…

1

2

3

4

5

6

context analysispromotional objectivespromotional strategy

coordinated communications mix

implementationControl and evaluation

push

pull

profile

corporate

marketing

communications

resources

scheduling

Fill, 2006