IMC Lecture Three...
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This document discusses integrated marketing communications and the key considerations for segmentation, targeting, and positioning of customers. It outlines different approaches for segmenting customers based on geographic, demographic, psychographic, and behavioral factors. The document also discusses targeting strategies and how positioning can focus on specific benefits, solutions, or usage. It emphasizes avoiding stereotypes and using segmentation as a benchmark to guide marketing strategies.
IMC Lecture Three...
- 1. Integrated Marketing Communications Customers… Segmentation, Targeting and positioning 3 Context Analysis
- 2. 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation
- 3. external (macro) context… present organisations with opportunities and threats political economic social technological environmental legal
- 4. customer context... segment characteristics decision-making process involvement perceived risk awareness, perception and attitude influence DMU characteristics
- 5. …bases for Consumer Segmentation • Regional • National • International Geographic • Age • Gender • Family Demographic • MOSAIC • ACORN Geo-demographic • Income • Occupation • Education • Religion • Race • Class
- 6. • Lifestyle • Personality Psychographic • Benefits sought • Purchase occasion • Attitude Behavioural • Usage rate • User status • Loyalty …bases for Consumer Segmentation
- 7. different approaches... changing nature of disposable income Family lifecycle Ageing population Gender roles technology
- 8. perceived risk… held by consumers… not necessarily real performance financial social ego physical time
- 9. Benefit segmentation… Segment by benefits sought by consumers transcends geographic and demographic identify common characteristics or usage patterns
- 10. B2B segmentation... demographic operating variables purchasing approaches situational factors personal circumstance technology volume capabilities
- 12. CAMEO
- 13. ACORN
- 14. key considerations... avoid heavy stereotyping don’t jump to conclusions segmentation as a benchmark or guide engage in profiling where needed
- 15. …chips!
- 17. 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
- 18. influences on targeting strategy… market factors needs and wants of end users company market share resources and capabilities intensity of competition economies of scale
- 19. 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
- 20. perceptual map cowboy brands premium brands economy brands bargain brands
- 21. positioning…
- 22. Other influences on positioning... benefits age group targeted innovation features style
- 23. perceptual map
- 24. perceptual mapping... think why does the gap exist? what are the reasons? may need more research
- 25. 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation
- 26. stakeholder context... Which publics are important to the firm’s operations? How strong are company-stakeholder relationships? What is the impact of corporate actions on these publics? Are they increasing or decreasing in importance? What actual or potential impact could they have on the business? What are the interests of each relevant public? Which groups pose a threat and which an opportunity? What are their communications needs?
- 27. Business context... corporate strategy and plans marketing strategy and plans communications strategy Brand analysis Competitor analysis
- 28. internal context... financial constraints culture, values and beliefs marketing expertise agency relationships